Your Logo Goes Here

ROI in DIGITAL CHANNELS: APPLIED IN VIETNAM PRACTICE

Nguyễn Khoa Hồng Thành

Managing Director

Emerald Digital Marketing

Ho Chi Minh City // December 9, 2010

Your Logo Goes Here

About me

• Interested in communications & its services.

• Studied International Business in Diplomatic Academy of Vietnam (MOFA).

• Known as PR strategist for Kaspersky Lab in Vietnam.

• Contact– 09 27 37 47 57– thanhnkh@emerald.vn– thanhnkh (YIM)– www.digitalmarketing.vn

Your Logo Goes Here

Emerald Digital Marketing

• Digital-Based Communication Agency• Services:– SEM (SEO/PPC) & Web Analytics– Internet Export Marketing– Social Media Marketing– Viral Marketing– Digital Campaigns– Public Relations & Online PR

Your Logo Goes Here

Emerald Digital Marketing

• Clients & Partners:

Your Logo Goes Here

ROI in DIGITAL CHANNELS: APPLIED IN VIETNAM PRACTICE

Your Logo Goes Here

Objectives

• Digital channels can be applied in digital campaigns

• How to measure effectiveness of digital channels

• How to define & measure ROI in digital campaigns

• Sharing a tracking model

Your Logo Goes Here

Contents

• Frequently-used digital channels in Vietnam• Current measurement in Vietnam• Some facts & figures• Define your own ROI/targeted conversion• Tracking model

Your Logo Goes Here

Frequently-used digital channels

Your Logo Goes Here

Current mostly-used metrics

• Duration• Visits• Visitors

Impressions

Clicks

Interactions

Your Logo Goes Here

Facts & Figures

• Online banners• Forum discussions• Facebook• Email marketing• SMS marketing

Your Logo Goes Here

Facts & Figures: Online banners

Your Logo Goes Here

Facts & Figures: Online banners

• CTR: ??? %• Bounce rate: ??? %• Cost types & limitations:– Duration: too expensive– CPM: branding only– CPC: click fraud

Your Logo Goes Here

Facts & Figures: Forum discussions

Your Logo Goes Here

Facts & Figures: Forum discussions

• Active members: ??? %• Common KPIs:– Views– Comments

Your Logo Goes Here

Facts & Figures: Facebook

Your Logo Goes Here

Facts & Figures: Facebook

• Facebook Ads:– CPM: the same targeted users to see the ads again

and again.– CPC: bounce rate ??? %.

• Fan Pages:– Tracking:

• Interactions• Impression & feedbacks• Number of fans

– Active fans: ??? % (of total fans)– Interactions: ??? % (of total fans)

Your Logo Goes Here

Facts & Figures: SMS & Email

• Database: verified? targeted?• Tracking:– Open– Clicks

Your Logo Goes Here

Digital communications

Your Logo Goes Here

Digital communications

AttractiveActive

Interactive

Personalized experience - full of feedbacks

Most activities are measureable.

Creative

Insightful

Communications Activities

Why only see “visits, visitors”?

Your Logo Goes Here

What is your goal?

Your Logo Goes Here

Define your own ROI

• What is your “return”?– Visits– Impressions– Clicks– Unique visitors

Your Logo Goes Here

Define your own ROI

• Unique visitors

Your Logo Goes Here

Define your own ROI

• Purchase/Order action

Your Logo Goes Here

• User information submitting action

Your Logo Goes Here

Define your own ROI

• Click to call

Your Logo Goes Here

Define your own ROI

• Registration action

Your Logo Goes Here

Define your own ROI

• … and many other purposes.

Your Logo Goes Here

What do you need to measure?

• Free, hosted web analytics service• View over 80+ reports – online & for

download• Key Benefits

– Measure and evaluate ROI on our marketing efforts

– Evaluate visitor navigation to identify site improvements

– Track e-commerce metrics such as revenue, cost, and conversion rates

– Utilize assistance from our Professional Services team

Google Analytics increases conversion by

understanding prospects better through web analytics

Your Logo Goes Here

Tracking model

Your Logo Goes Here

Tracking model

Your Logo Goes Here

Tracking ROI by Analytics

Your Logo Goes Here

Thank you!