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Put You in front of
Fullest Potential1
Introduction
2
IVAN LEUNG• Account Director of Aloha Group Limited
• 5+ Years in Data, 5+ Years in Digital and Campaign Management
WHO IS ALOHA?
www.alohaonline.asia
Data & Tech Driven
Integrated Solutions Aloha
Quanery
S.H.ESite Health
Enhancer
Focus on Customized Application
• Search Engine Optimization
• Search Engine Marketing
• Display Marketing
• Social Media Marketing
• Video Marketing
• Tracking & Analytics
5
ROLE OF THE AGENCY
Challenge in
Entering China
Market
Understanding
Channel
Positioning
Importance of
Data Synergy
6
ROLE OF THE AGENCY
Challenge in
Entering China
Market
Understanding
Channel
Positioning
Importance of
Data Synergy
7
CHALLENGES IN ENTERING CHINA
MARKET
Don’t wait until the last secondEntering China market requires greater lead
time than a local campaign
At least 4-6
documentations to
open accounts
At least 1-2 week lead
time for ad approval
Approvals methods
change all the time
1
8
CHALLENGES IN ENTERING CHINA
MARKET
Be clear on campaign scaleChina is completely different than Hong Kong
2
Brand positioning in
China
Local, regional,
national campaign
Buying models differ
from Hong Kong
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CHALLENGES IN ENTERING CHINA
MARKET
Data tracking is always importantTracking mechanism in China is very different
from Hong Kong
3
Google tracking is
inaccurate
Tracking is segmented
Plan further ahead for
remarketing strategies
10
ROLE OF THE AGENCY
Challenge in
Entering China
Market
Understanding
Channel
Positioning
Importance of
Data Synergy
11
UNDERSTANDING CHANNEL
POSITIONING
Upper Funnel
Middle Funnel
Lower Funnel
KPI
KPI
KPI
Conversion
Conversion
Conversion
Not all channels are for conversions
Every channel has its pros and cons
Be clear on reasoning behind
individual channel usage
Be weary of apple to apple comparison
Setting a singular KPI on all
channels can be ineffective1
12
UNDERSTANDING CHANNEL
POSITIONING
Position channels within the conversion funnel
Be clear on the reasoning
behind a channel application2
Determine expected outcome when
campaign is a success
Apply channel to channel tactics
that lead to bottom line success
Discover where in the funnel each
account is most lacking
Upper Funnel
Middle Funnel
Lower Funnel
Conversion
Overall KPI
13
UNDERSTANDING CHANNEL
POSITIONING
ControlHigh number
of inputs Automation
Low number
of inputs
Let it
LEARN
Machine learning is a spectrum
Different levels of machine
learning can be found in
different channels3
14
ROLE OF THE AGENCY
Challenge in
Entering China
Market
Understanding
Channel
Positioning
Importance of
Data Synergy
IMPORTANCE OF DATA SYNERGY
Tracking is the priorityAny strategy without a tracking
methodology will fail
1
All portals require
tracking for optimization
Incorrect tracking will
lead to inability to align
campaign to business
goals
Tracking provides data for
analysis and insights
IMPORTANCE OF DATA SYNERGY
Centralize your dataConsolidating your metrics gives you a
centralized view on all your campaigns
2
Portal figures can differ
due to differences in
methodology
Use website as a
centralized source
Align data KPIs for each
individual channel as well
as KPI as a collective
IMPORTANCE OF DATA SYNERGY
Data creates opportunityStrong data learning can lead to 1st
party data usage for remarketing,
cross-selling, upselling
3
Tracking behaviors creates
opportunity to understand
website user interaction
Audience pooling across
multi-channel allows for
cross channel integration
1st party data is always the
most actionable data since
it is YOUR AUDIENCE
