Introduction - Anna Trybocka, CEO

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One feed in - multiple feeds out2

Digital Marketing, Measurement & Analytics

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Speaker: Ivan WongPartner, Queen Consulting Group

AgendaDigital Media Landscape: The Customer Journey Today

Digital Campaigns: Key Channels & Tactics

Measuring & Optimizing Digital Campaigns

Wrapup / Q&As

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Digital Media Landscape: The Customer Journey Today

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Zero Moment of Truth (ZMOT)

Source: https://www.thinkwithgoogle.com/collections/zero-moment-truth.html6

Zero Moment of Truth (ZMOT)

Source: https://www.thinkwithgoogle.com/collections/zero-moment-truth.html

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Micromoments

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Digital Campaigns: Key Channels & Tactics

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Top Tactics: B2B & B2C

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Key Digital Channels

Email MarketingSocial Media

Marketing

SEO/Content Marketing

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Google + Facebook = > 90% ReachFacebook: reach of nearly 1 billion users with 1 trillion page views a month.

Facebook reaches 51% of the world’s online users.

Google reaches 90% of all internet users (including YouTube, Blogger and Gmail)

Google serves up 180 billion advertisement impressions a month.

Source: http://www.wordstream.com/facebook-vs-google

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Which digital tactic(s) might be the best option to drive ROI against your business goals?A. Marketing automationB. Content marketingC. SEOD. Paid SearchE. Social MediaF. Other Channel (please name)G. It depends on what my own specific goals are

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Measuring & Optimizing Digital Campaigns

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Key Measurement Success Factors1. Start with a clear goal2. Focus on the right metrics3. Value and Target your best customers (segments)4. Attribute value across the journey5. Prove marketing impact

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Start with your marketing goals...

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Focus on the right KPIs

Source: Google Insights

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Traffic KPIs across Search and Display

CTR (Search): 3-4%

CTR (Display): 0.17%Sources: wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks, https://www.richmediagallery.com/tools/benchmarks

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Average conversion rate for Search is 2.7%

Average conversion rate for Display is 0.89%

Average CPA across all industries: SGD $82

Source: WordStream Research, Mar 2016

AdWords Performance

KPIs

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Focus on the key KPIs against your business goals

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Value & Target Your Best Customers

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Attribute value across the journey

Source: www.adroll.com

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Prove marketing impactStep 2: Track conversions & ROI● Return on investment (ROI) is the ratio

of net profits to costs

● Measuring ROI for your digital marketing efforts is essential to knowing if your campaigns are succeeding

● Conversion rates and Return On Ad Spend (ROAS) can help determine the ROI of campaigns

ROI = (Revenue - Cost of Goods Sold) / (Cost of Goods Sold)

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Step 1: Tag ALL marketing campaignsGA Campaign Measurement Guide: https://db.tt/5QXarazK

Prove marketing impact

Cross-channel Cross-device24

Prove marketing impactStep 3: Measure & Optimize campaigns against ROITrack and optimize your campaign KPIs to improve a campaign focused on traffic:

● Clicks and clickthrough rate (CTR)

● Keywords and Quality Score

● Bounce Rates and Visit Duration (Website)

● Impressions

● Reach and frequency

● Conversions and ROI25

Key Takeaways1. Start with a clear goal2. Focus on the right metrics3. Value and Target your best customers4. Attribute value across the journey5. Prove marketing impact

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Next steps: Cresco & QCG● E-commerce sales amplification● Marketing consultancy● Digital capability development (Training & Consulting)● Campaign launch & optimization● Government assistance: Marketing (Spring CDG) & Export (IE MRA) campaigns

Queen Consulting Group is a Google Partner Agency. We are also proud to be trainers for the Google Partner Academy programme. Working closely with our partners including CrescoData and Google, our passion is to help organisations of all types use digital marketing effectively. 27

Thank you

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