Brand to Conversion - Trend & How To

1. Brand to
Conversion Nuttakorn Rattanachaisit
Managing Director
Predictive

2. 75% of insurance sales to be online by 2020
Global e-commerce sales of packaged goods will
hit $53 billion by 2016 to take 5.2% of total
turnover
China E-commerce channel penetration for FMCG sales
reached 32% in the year to June 13 2014, up 44% since
2012, driven particularly by categories such as beer,
foreign spirits and non-UHT milk.
Interesting Stats
Source : Kantar Worldpanel, Boston Consulting Group

3. 3
U.S. Desktop e-Commerce (retail + travel) reached $322 billion in
2013, up +11% Y/Y overall and +13% Y/Y for Retail
$42 $53 $67 $82
$102
$123 $130 $130 $142
$162
$186
$211
$30
$40
$51
$61
$69
$77
$84 $80
$85
$94
$103
$111
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Retail Travel
Desktop e-Commerce Dollar Sales ($ Billions)
Source: comScore e-Commerce Measurement
$72
$93
$117
$143
$171
$200
$214 $209
$228
$289
$256
$322
Billions($)
+29%
+26%
+22%
+19%
+17%
+7%
-2%
+9%
+12%
+13%
+26%
+33%
+26%
+28%
+20%
+24%
+24%
+13%
+20%
+12%
+6%
+9%
0%
-5%
+10%
+6%
+15%
+9%
+14%
+11%
+11%
+13%
+8%

4. Source: comScore, NPD
E-Commerce share of all consumer sales varies dramatically by
product category, with many consumer electronics subcategories
showing substantial channel shift
Product Category e-Commerce as % of All Sales
Computers 44%
Printers 34%
Navigation 34%
Still Digital Cameras 30%
Portable Digital Players 28%
Accessories 17%
Footwear 16%
TVs 14%
Toys 11%
Apparel 11%
Consumer Packaged Goods (CPG) 1.5%

5. 5
Desktop users have the highest likelihood of purchase, followed by
tablets, then smartphones – bigger screen, higher conversion
79%
42%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Desktop Tablet Smartphone
Q4 2013 Buyer Penetration by Platform
Source: comScore e-Commerce & m-Commerce Measurement
Source: comScore TabLens and MobiLens 3 month averages ending December 2013

6. Research Online, Purchase Offline
42%
Source : Forrester Research – Web-Influenced Retail Sale Forecast
of retail sales in 2012 were
online- or web-influenced

8. Brand VS Direct Response (Conversion)
• Brand
– Provide awareness, announce new products,
new offers and maintain communications

9. Brand VS Direct Response (Conversion)
• Direct Response (Conversion)
– Direct the audience to do specific actions

11. Source: Nielsen Smartphone Insights

12. Case studies

13. OBAMA CASE STUDY
HOW THEY APPLIED ON MEASUREMENT
Measuring and maximizing the return on Below-the-line Marketing Campaign Spend

15. Measuring and maximizing the return on Below-the-line Marketing Campaign Spend

16. Measuring and maximizing the return on Below-the-line Marketing Campaign Spend

18. Campaign Metrics & Results
Media reach (impressions): 69,175,658
Search volume (impressions): 1,659,353
Unique visitors to landing page: 54,244
Unique voters: 8,783
Engagement by paid social: 98,295
Submissions completed: 837
New MINI page visits: 21,230
Configuration ("Build your own MINI" digital destination): 5,533
Opt-ins (new to MINI): 4,241/48%
Leads generated: 1,075

19. M-COUPONS
Delivered on both In-App and WAP
Vserv has executed with conversion to 8%
Coupon Download Rate

20. Then
How?

21. What are the biggest organization
hurdles to improve customer
experience?
70% “Silo” Mentality
Source : Fast Company

22. Complex Customer
Journey

23. Every moment spent worrying about
“Vanity Metrics” is a moment wasted

24. Actionable Metrics
should tell the marketer how to act based on
the insights revealed by the data.

25. Micro VS Macro Conversion

26. Online to Offline Purchase
$$$$
Online
Research
In-Store
Purchase

27. R.I.P.

28. Attribution Modeling
can be used to understand the consumer journey
and the relative impact of different digital media.

29. Cross Device Measurement
solomo

31. Conversion Architecture

32. Thank you & We are hiring!
Contact information
Nuttakorn@predictive.co.th
086-002-3644
@Nuttakorn