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T.S. Lim

The Indonesian Statistical Analysis Conference (ISAC) 2018Parahyangan Catholic University Graduate School Building30th Merdeka Street, Bandung, West Java, Indonesia November 8, 2018

Source: https://industri.kontan.co.id/news/aqua-merambah-pasar-teh-kemasan-dengan-merek-caaya

Launched on March 7, 2018, Caaya was the first ready-to-drink tea brand with an online official store.

This brand from Danone-AQUA was available online at Lazada and Shopee during its initial launch, in addition to select prominent supermarkets.

A print ad at Kompas newspaper (October 12, 2018)

Questions: 1. How effective is this print

ad to drive sales?2. How effective is this print

ad to drive sales at JD.id?

QR Code linked to JD.id

Approved July 2013 by the American Marketing Association Board of Directors. https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx

Marketing is the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients, partners,

and society at large.

Select a target market

Discover the needs

of the target market

Set a price for the

product

Advertise the product

to consumers

Make the product

available to consumers

The 4Ps by Prof. Edmund Jerome McCarthy (1960). https://en.wikipedia.org/wiki/E._Jerome_McCarthy

Product Price Promotion Place

Today’s shoppers bounce back and forth at their own speed in a multi-channel marketplace. They switch devices to suit their needs at any given moment. They search; go off to look at reviews, ratings, styles and prices; and then search again. They see adson TV and in newspapers and online. They walk into local stores to look at products. They talk to friends, over the back fence and on social media. (ZMOT Handbook, 2012)

Adapted from Edelman and Singer (2015)

Zero Moment of Truth

Accessed October 12, 2018. http://lexicon.ft.com/Term?term=digital-marketing

The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media.

Accessed October 12, 2018. http://lexicon.ft.com/Term?term=digital-marketing

Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet. It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing, and any other form of digital media.

Source: https://www.emarketer.com/content/emarketer-total-media-ad-spending-worldwide-will-rise-7-4-in-2018

In 2018, digital media will account for 43.5% of investments, thanks to rising global ecommerce spending and shifting viewership from traditional TV to digital channels.

By 2020, digital’s share of total advertising will near 50%.

Digital channels will overtake traditional mediums by 2021.

Better SegmentationCan target a local audience based on location analytics

Can target a specific demographic profile

Better MeasurabilityData and results are easily recorded and tracked

Several metrics can be calculated easily

Two-Way ConversationYour audience can interact with you in real time

Can create a reputation for being easy to engage with

Real Time ResultsYou can get the data immediately

Can facilitate a faster decisionIcons made by Freepik from www.flaticon.com

Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info and Wilson (2017)Icons made by Freepik from www.flaticon.com

Search

Put brands where consumers are

looking

Display

Intercept consumers on

a journey

Video

Give brands the opportunity to

engage

Social Media

Connect brands to consumers at

key moments

Email & Messaging

Reach target consumers in a

very personal way

Common Language in Marketing Project, 2016. Accessed October 12, 2018. http://marketing-dictionary.org/m/marketing-analytics/

Marketing analytics involves the discovery and communication of meaningful patterns in data from metrics like traffic, leads, sales,

advertising, promotions, web activity, social media, and any other relevant marketing activity or financial data.

Marketing analytics can be defined by their use of mathematical distributions, statistical sources, or analytical techniques (e.g., regression) for their

construction. These analytical techniques may represent the causal relationships among various conditions and

actions taken to achieve specific business results, and are often used to inform future marketing actions.

Common Language in Marketing Project, 2016. Accessed October 12, 2018. http://marketing-dictionary.org/m/marketing-analytics/

Source: Hartman, Kevin. n.d. "Digital Analytics for Marketing Professionals: Marketing Analytics in Practice." Accessed September 2018. https://www.coursera.org/learn/digital-analytics/home/info.

Build Awareness

Influence Consideration

Improve Sales Process

Improve Brand Performance

Grow Loyalty

Source: Hartman, Kevin. n.d. "Digital Analytics for Marketing Professionals: Marketing Analytics in Practice." Accessed September 2018. https://www.coursera.org/learn/digital-analytics/home/info.

Do consumers recall and recognize my brand?

Do my products satisfyconsumers’ needs?

Do my brands win at places of purchase?

Do the experiences I deliverfulfill customer expectations?

Do consumers advocatefor my brand?

Sear

chm

etri

cs m

easu

re

pai

d c

amp

aign

eff

icie

ncy • Click-Through

Rate

• Macro Conversion Rate

• Cost Per Acquisition

Dis

pla

ym

etri

cs m

easu

reth

e ch

ann

el’s

eff

ecti

ven

ess • Click-Through

Rate

• Macro Conversion Rate

• Cost Per Acquisition

• Events / Visit

Vid

eo

met

rics

mu

st a

lign

w

ith

bu

sin

ess

ob

ject

ives • Video Views

• Play Through Rate

• Engagement Rate

Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/infoIcons made by Freepik from www.flaticon.com

Soci

alm

etri

cs m

easu

re t

he

pro

gram

’s e

ffec

tive

nes

s • Audience Growth

• Amplification Rate

• Applause Rate

• Micro Conversion RateEm

ailm

etri

cs m

easu

reth

e ch

ann

el’s

eff

ecti

ven

ess • Delivery Rate

• Open Rate

• Click Rate

• Unsubscribe Rate

• Spam Complaint Rate

Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info and Wilson (2017)Icons made by Freepik from www.flaticon.com

Channels Metrics Definition

Search

Click-Through RateThe average number of click-throughs per hundred ad impressions, expressed as a percentage

Macro Conversion Rate Simply number of sales divided by the number of visitor sessions

Cost Per Acquisition The cost associated with acquiring a new customer

Display

Click-Through RateThe average number of click-throughs per hundred ad impressions, expressed as a percentage

Macro Conversion Rate Simply number of sales divided by the number of visitor sessions

Cost Per Acquisition The cost associated with acquiring a new customer

Events / Visit Average number of pre-defined actions completed during a session

Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info

Channels Metrics Definition

Video

Video ViewsFull-length (“complete”) and partial (“incomplete”) views of the posted video

Play Through RateThe number of viewers who watch the video to completion, expressed as a percentage

Engagement RateThe number of viewers who participate with the video by taking some defined action (e.g., shared video, left a comment, “liked” or favorited, etc.), expressed as a percentage

Social

Audience GrowthIncrease in the number of people following or liking digital content over time

Amplification RateRate at which your followers take your content and share it through their network

Applause RateRate at which your followers attach special recognition to your post (e.g., Likes, +1’s, Favorites, etc.)

Micro Conversion RateNumber of predefined goals achieved divided by the number of visitor sessions

Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info

Channels Metrics Definition

Email

Delivery RateThe percentage of people who actually received your email divided by the total emails sent

Open RateThe percentage of people who opened the email you sent divided by the number of people who were delivered

Click RateThe percentage of people who clicked on something in your email divided by the number of people who were delivered

Unsubscribe RateThe percentage of people in your subscriber list who unsubscribed from your email list divided by the number of people in your list

SPAM Complaint RateThe percentage of people in your subscriber list who clicked the SPAM button on their email service provider divided by the number of people in your list

Wilson (2017)

Adapted from https://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/ and Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info

Clickstream Analysis

Analysis of the parts of the screen a computer user clicks

on while web browsing or using another software

application

Google AnalyticsYahoo! Web AnalyticsMatomoFeedburnerDelivrGoogle Webmaster ToolsBing Webmaster Tools

Voice of Customer

Market research to understand customers’ needs & wants,

perception, opinion, satisfaction

Google SurveysSurveyMonkeyQualtrics4Q by iPerceptionsQualarooUserTesting.comLoop11.com Bounce

Competitive Intelligence

Action of defining, gathering, analyzing, and distributing

intelligence about products, customers, competitors, and

any aspect of the environment needed to support executives

and managers making strategic decisions for an organization

Google TrendsGoogle CorrelateCompeteAdWords Keyword Tool

Experimentation / Testing

Orderly procedure carried out with the goal of verifying,

refuting, or establishing the validity of a hypothesis

Google Website OptimizerAdWords Campaign ExperimentsOptimizely

Other Analytics

Think with GoogleSprout SocialLithiumAnalyzeWordsTwitter AnalyticsTweet Binder

Outcomes Analysis

Analysis of the factors and experiences associated with

some business outcome

DialogTechLivePerson

Adapted from https://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/ and Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info

Open Source

R

https://cran.r-project.org

Microsoft R Open

https://mran.revolutionanalytics.com

Commercial

SAS® Enterprise Miner™

https://www.sas.com/en_id/software/enterprise-

miner.html

IBM SPSS Modeler https://www.ibm.com/id-

en/marketplace/spss-modeler

Stata https://www.stata.com

Online advertising allows advertisers to bid and payonly for measurable user responses, such as clicks on ads. Consequently, click prediction systems are central to most online advertising systems.

At Facebook, ads are not associated with a query, but instead specify demographic and interest targeting. Thus, the volume of ads that are eligible to be displayed when a user visits Facebook can be larger than for sponsored search.

With over 750 million daily active users and over 1 million active advertisers, predicting clicks on Facebook ads is a challenging machine learning task.

The authors introduced a hybrid model which combines decision trees with logistic regression, outperforming either of these methods on its own by over 3%, an improvement with significant impact to the overall system performance.

Source: He et al. (2014)Icons made by Freepik from www.flaticon.com

Source: https://www.nytimes.com/2014/12/08/business/media/hollywood-tracks-social-media-chatter-to-target-hit-films.html

PreAct essentially takes information continuously from Twitter, YouTube, Tumblr, Facebook, Instagram, movie blogs and other sites.

It provides coming movies with scores in various categories based on the size of the online conversation and how much of it is positive or negative.

It also tracks how much activity is organic and how much is the result of specific studio efforts.

Since PreAct has already collected information for roughly 500 movies, it can generate scores for new films by making comparisons against existing ones.

Subscribers have access to scores for any movie headed toward theaters enabling them to understand the health of competing releases.

Icons made by Freepik from www.flaticon.com

Note: RealityMine is already GDPR compliant

RealityMeter enables the tracking of real consumers on multiple devices, across all major platforms, providing a holistic view of consumers’ daily lives. All this from a single source — an individual person.

Icons made by Freepik from www.flaticon.com

Sentiment & Digital Health

Index

Filter and monitor the sentiment of the

conversation and showing the score of some digital

index

Audience Analysis

Knowing 'who' talking 'what' and how big the impact, including the

audience of your competitors

Buzzer Tracking & Monitoring

Monitoring your Buzzer/ KOLs target delivery and

their metrics performance

Alert System

Get an automatic alert notification towards email

and SMS based on your pre-defined threshold

Icons made by Freepik from www.flaticon.com

Source: https://hbr.org/2018/05/why-marketing-analytics-hasnt-lived-up-to-its-promise

In a recent Harvard Business Review article (May 30, 2018), Carl F. Mela and Christine Moorman discussed why marketing analytics hasn’t lived up to its promise.

The data used in analytics

The analyst talent

producing it

Two competing

forces at play

✓ Understand the business well✓ Master the available tools✓ Communicate insights✓ Span skill boundaries

✓ Decide what to do first, and then which data needed to do it

✓ Create an integrated 360-degree view of the customers

Scenes from sinetron Cinta Suci - Episodes 57 & 58 (SCTV)

Source: http://marketeers.com/selama-9-9-super-shopping-day-shopee-berhasil-jual-15-juta-produk/

JD.id has introduced JD.id Virtual. Harnessing the QR Code technology, it offers a practical and innovative way to shop a modern retail with borderless shopping and cashless features. This new service can be tried out in 9 major railway stations in the Jabodetabek area starting from September 5, 2018.

Articles

Court, David, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik. “The Consumer Decision Journey.” McKinsey Quarterly, June 2009, 1-11. Accessed August 29, 2018. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey.

Edelman, David C., and Marc Singer. “Competing on Customer Journeys.” Harvard Business Review, November 2015, 88-100. Accessed September 20, 2018. https://hbr.org/2015/11/competing-on-customer-journeys.

He, Xinran, Stuart Bowers, Joaquin Quiñonero Candela, Junfeng Pan, Ou Jin, Tianbing Xu, Bo Liu, Tao Xu, Yanxin Shi, Antoine Atallah, and Ralf Herbrich. “Practical Lessons from Predicting Clicks on Ads at Facebook.” Proceedings of 20th ACM SIGKDD Conference on Knowledge Discovery and Data Mining - ADKDD14, 2014, 1-9. https://research.fb.com/publications/practical-lessons-from-predicting-clicks-on-ads-at-facebook/.

Mela, Carl F., and Christine Moorman. "Why Marketing Analytics Hasn’t Lived Up to Its Promise." Harvard Business Review, May 30, 2018. https://hbr.org/2018/05/why-marketing-analytics-hasnt-lived-up-to-its-promise.

Books

Breiman, Leo, Jerome H. Friedman, Richard A. Olshen, and Charles J. Stone. Classification and Regression Trees. First reprint ed. Boca Raton, FL: CRC Press, 1998.

Brown, Meta S. Data Mining for Dummies. Hoboken, NJ: Wiley, 2014.

Few, Stephen. Big Data, Big Dupe: A Little Book about a Big Bunch of Nonsense. El Dorado Hills, CA: Analytics Press, 2018.

Google. ZMOT Handbook: Ways to Win Shoppers at Zero Moment of Truth. 2012. https://www.thinkwithgoogle.com/marketing-resources/2012-zmot-handbook/.

Grigsby, Mike. Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques. 2nd ed. London: Kogan Page Limited, 2018. Kindle Edition.

Hastie, Trevor J., Robert John Tibshirani, and Jerome H. Friedman. The Elements of Statistical Learning: Data Mining, Inference, and Prediction. 2nd ed. New York, NY: Springer, 2016.

Hahn, Gerald J., and Necip Doganaksoy. A Career in Statistics: Beyond the Numbers. Hoboken, NJ: John Wiley & Sons, 2011.

Hosmer, David W., and Stanley Lemeshow. Applied Logistic Regression. 2nd ed. New York: Wiley, 2000.

Books

Kish, Leslie. Statistical Design for Research. New York, NY: Wiley, 2004.

Linoff, Gordon S., and Michael J.A. Berry. Data Mining Techniques For Marketing, Sales, and Customer Relationship Management. 3rd ed. Indianapolis, IN: Wiley, 2011.

Olson, David L., and Yong Shi. Introduction to Business Data Mining. International ed. Boston, MA: McGraw-Hill, 2007.

Peterson, Eric T. 2004. Web Analytics Demystified: A Marketers Guide to Understanding How Your Web Site Affects Your Business. Portland, OR: Celilo Group Media.

Putler, Daniel S., and Robert E. Krider. Customer and Business Analytics: Applied Data Mining for Business Decision Making Using R. International ed. Boca Raton, FL: CRC Press, 2012.

Ratner, Bruce. Statistical and Machine-Learning Data Mining: Techniques for Better Predictive Modeling and Analysis of Big Data. 3rd ed. Boca Raton, FL: CRC Press, 2017.

Ryan, Damian. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. 3rd ed. London: Kogan Page, 2014.

Saikia, Hemanta. All in one Digital Marketing: Strategy, Analytics and Research for Business Dummies. Green Booker Publishing, 2016. Kindle Edition.

Books

Sherman, Alex, and Mike Sherman. 52 Things We Wish Someone Had Told Us About Customer Analytics. Amazon Digital Services LLC, 2018. Kindle Edition.

Stokes, Rob. eMarketing: The Essential Guide to Marketing in a Digital World. 6th ed. Cape Town: Red & Yellow Creative School of Business, 2018.

Wilson, April E. Digital Analytics 101. CreateSpace, 2017. Kindle Edition.

Coursera Online Courses by University of Illinois at Urbana-Champaign

Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Practice.” Accessed September 2018. https://www.coursera.org/learn/digital-analytics/home/info

Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info

Rindfleisch, Aric. n.d. “Marketing in a Digital World.” Accessed August 2018. https://www.coursera.org/learn/marketing-digital/home/info

Yao, Mike. n.d. “Digital Media and Marketing Principles.” Accessed October 2018. https://www.coursera.org/learn/marketing-channels/home/info

Yao, Mike. n.d. “Digital Media and Marketing Strategies.” Accessed October 2018. https://www.coursera.org/learn/marketing-plan/home/info

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