1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by

3. lion
& lion
The digital agency
17th MAY 2013 - Insights Valley Asia

4. Stefan Bruun
Managing Director of Lion&Lion
Previously
• CMO, Asia Pacific at Rocket
Internet (E.g. Zalora, The Iconic,
Lazada etc.)
• Vice President at Groupon
• Investment Banking at Morgan
Stanley

5. I only have 25 mins,
so today is not about what data is or how it is derived,
but about how we can use it
But first, a non-business example

6. Last photo together
Feb 2009

7. At what time of the year do most guys propose to
their girlfriends?

8. Searches for Engagement Ring
Mid-End December

9. Searches for Wedding dresses
January

10. Not everyone have a seasonal or cyclical business.
How can big data help retailers and brand owners?

11. Search
volume
Low relevancy
High cost of acquisition
Android
Android Tablet
Samsung nexus D
High relevancy
Lowest cost of acquisition
1.5M
150K
1300
• Brands
• Product types
• Accessories
• Customer acquisition
Available data can give an indication of demand

12. There are 4 core groupings of KPIs in customer acquisition
The number of eyeballs a particular ad campaign generates and who they are
Time on site, number of page views, depth and bounce/exit rate
Behaviour
Awareness
Outcome
Macro and micro conversions
The number of clicks a particular ad campaign generates
Engagement

13. Traditional marketing turnaround
Planning
Executing
Analyzing
3 months
Daily
Online marketing turnaround
BUILD
OPTIMISE IMPLEMENT
vs.
3 months
3 months

14.  Offline campaigns cast a wider net
 Traditionally have fewer objective
tools to measure returns
segmented to who and when
groups are targeted
 KPIs more focusses on awareness
rather than the affects of
awareness
One central message to all
BRAND MESSAGE
 Online campaigns can be highly
targeted to each person resulting
in lower cost per relevant target
 Targeted messages increase effect
 KPIs are further in the conversion
funnel
Targeted ‘personalised’ ads
Data allows for hyper targeted ads
Trial and error is inexpensive – fail fast, learn fast!

15. Offline / Without data
Vague idea about the effect of untraceable marketing efforts
Online / With data
Trackable measure on relevant KPIs
Efficiency is the relationship between input and output.
With data, the definition of marketing efficiency has changed

16. In marketing terms
“the value of having a well known brand”
In financial terms (with data)
The current value of future purchases
Re-thinking brand equity

17. Imagine if you knew exactly which offline ads worked
and how they triggered customers to buy

18. Google, Facebook, e-mails, etc Successful conversion (KPI)Website
Attracting visitors
Conversion TO the site
(ie. Visitors, CTR)
Converting visitors
Conversion ON the site
(ie. Conversions, CR)
Data uncovers the paths and reactions that offline
marketers have dreamt of for decades

19. CPX
Paid Search
Ads
Facebook
Ads
Affiliate
Marketing
Display
Ads
Across channels and sub-channels there are variations in efficiency

20. CPX
Number of customers
As conversions increase, the incremental cost to acquire one additional conversion rises
too
Budgeted spend
Margin1
Margin2

21. CPX
Paid Search
Ads
Facebook
Ads
Affiliate
Marketing
Display
Ads
Only some sub-channels will be effective enough. Thinking that one channel is always
more effective than another is wrong
Margin

22. Visitors may interact a number of times before placing an order. Understanding this is
key to effective spending
Source
Interaction 1
Billboard
Interaction 2
TV
Interaction 3
Magazine
Interaction 4
Radio
In the offline world
Source
Interaction 1
Banner
Interaction 2
FB Ad
Interaction 3
Direct
Interaction 4
Paid Search
In the online world
Understanding the click chain allows the marketer
to engage in the most cost efficient way

23. A few examples of data insights

24. Double targeting
• YouTube can mean anything
as a channel
• Our Facebook friends also
liked Rihanna
• Result: the best performing
display campaign

25. Moving the search bar
• Doubling the number of
users using the search
bar
• Significantly increased
over-all conversion

26. Posts with 80 characters or
less have 27 % higher
engagement rates
Posting outside business
hours increase
engagement 20 %
Engaging customers
through an advice while
promoting products
through a picture
Likes, comments and
shares increase the
number of people who will
see the update in their
Newsfeed

27. For the digital company: Profitability is not only a function of how efficient
you are – it’s a choice depending on how much you want to grow
Revenue
- COGS
= Gross profit
- Administrative cost
- Sales Cost
- Marketing Cost
= Operating profit (EBITDA)
In the offline world
Revenue
- COGS
= Profit contribution 1
- All other non-marketing costs
= Profit contribution 2
- Marketing cost
= Profit contribution 3
(=EBITDA)
In the online world

28. Stefan Bruun
+60 11234 9808
stefan@lionandlion.com
Thank you!

29. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by

30. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com