Using Data to Scale Across Markets
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Presentation from speach at Blueffect 2019 in Warszaw on Transformation Around Measurement.
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Using Data to Scale Across Markets
- 1. May 28, 2019 Using Data to Scale Across Markets
- 2. Andrej Salner Co-founder Basta digital Board member BlueAlliance Economist (Digital) marketing strategies
- 3. Everything that works in digital marketing One of eight Slovak Key Google Premier Partners. Founding members of BlueAlliance - alliance of independent award- winning Google Premier Partner online marketing agencies in Central and Eastern Europe. 13+ years of experience working with Slovak clients internationally and international clients regionally.
- 4. Digital transformation seemingly makes this much easier and technology and infrastructure exists for internationalisation.
- 5. B2C and B2B companies try to scale across the region (and beyond)
- 6. For good ideas in small markets, scaling internationally is a must...
- 7. We also see scaling by expanding from large markets to small.
- 10. Having better data allows us to choose where to invest.
- 11. But data is just ‘stuff’... Source: Longlivetheux on Wikipedia under CC-BY SA 4.0
- 12. When we venture out, we see vast differences even across a ’small’ region
- 13. From willingness to transact electronically... ke
- 15. ...through how we pay... ke
- 17. ...to the importance of digital media vs TV...
- 18. Source. Cannual Report 2018, https://cannualreport.wecan.net/
- 19. Big Market / Small Market
- 20. Small markets are different... ke
- 22. What works in a bigger market may not always work in a smaller market due to... ke
- 24. But scale is not only an issue of buyers but also the tech stack data sources ad platforms ke
- 25. Google Surveys available in ? ke
- 26. Across data sources, small country coverage is poorer... ke
- 27. But this is not only about data sources but also about platforms... ke
- 28. Google Shopping came to Poland in ? ke
- 30. Google Shopping came to Finland, Greece, Hungary, Romania, Slovakia in ? ke
- 31. LinkedIn Ads ke
- 33. Tactics that need scale... ke
- 34. ke
- 35. What can you do to gain data for scaling across markets
- 36. 1. Use audience data to gain insights 2.Use search data to gain insights 3. Quick & Dirty Online Customer Research to gain insights ke
- 37. Insights from audience data
- 42. Insights from search data
- 47. Logistics in V4 Country Monthly searches - logistics Audience interest - logistics CZ 2 400 200 000 HU 1 900 460 000 PL 18 100 620 000 SK 1 000 69 000
- 48. Quick & Dirty Cross-Market Customer Research
- 49. 53 Testing process Is response rate sufficient to meet the objectives? User path 1 - FB ad to web-based Mock-Up User path 2 - FB ad to FB lead form Data analysis Results Launch test YES NO Survey
- 50. See Ad on Facebook Users within target group will see one of the Facebook ads with text and banner (Creative A - POSITIVE / B - NEGATIVE / C - REWARDS). Click on ad to visit Web- based App Mockup Users who clicked on the ad will be redirected a landing page variation (Landing page creative A - POSITIVE / B - NEGATIVE / C - REWARDS). Data collected: Relative CTR of ad variations. Fill XXXXXX XXXXXX Form Users will enter information into form including email address, see basic life expectancy information and promise of report by email. Optional exit pop-up user survey will be displayed. Data collected: Relative health score data input rate of traffic from ad variations. User path 1 - FB ad to web-based Mock-Up 54
- 51. Receive Report by Email Immediately, user will be sent an email with XXXXX report as PDF. Within email or as follow-up email, users will be asked to respond to survey. Follow-Up User Survey Survey will be administered online using Google Forms. Data collected: User survey responses. User path 1 - FB ad to web-based Mock-Up 55
- 52. Initial response: ~ 8 € CPA for 17-question survey Response with 240 € watch price award: ~ 1 € CPA
- 53. 1 000+ surveys collected in 2 days
- 54. FB Lead Ads to test hypotheses without building pages
- 55. Use your digital marketing team or agency as a source of data to scale across markets
- 56. Thank you for your attention! Andrej Salner LI linkedin.com/in/andrejsalner/ E salner@bastadigital.com