ROI in Digital Channels: Applied in Vietnam Practice

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ROI in DIGITAL CHANNELS: APPLIED IN VIETNAM PRACTICE

Nguyễn Khoa Hồng Thành

Managing Director

Emerald Digital Marketing

Ho Chi Minh City // December 9, 2010

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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– [email protected]– thanhnkh (YIM)– www.digitalmarketing.vn

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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

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Emerald Digital Marketing

• Clients & Partners:

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ROI in DIGITAL CHANNELS: APPLIED IN VIETNAM PRACTICE

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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

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Contents

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

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Frequently-used digital channels

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Current mostly-used metrics

• Duration• Visits• Visitors

Impressions

Clicks

Interactions

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Facts & Figures

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

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Facts & Figures: Online banners

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Facts & Figures: Online banners

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

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Facts & Figures: Forum discussions

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Facts & Figures: Forum discussions

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

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Facts & Figures: Facebook

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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)

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Facts & Figures: SMS & Email

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

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Digital communications

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Digital communications

AttractiveActive

Interactive

Personalized experience - full of feedbacks

Most activities are measureable.

Creative

Insightful

Communications Activities

Why only see “visits, visitors”?

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What is your goal?

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Define your own ROI

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

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Define your own ROI

• Unique visitors

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Define your own ROI

• Purchase/Order action

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• User information submitting action

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Define your own ROI

• Click to call

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Define your own ROI

• Registration action

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Define your own ROI

• … and many other purposes.

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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

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Tracking model

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Tracking model

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Tracking ROI by Analytics

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Thank you!