ROI in Digital Channels: Applied in Vietnam Practice
1. ROI in DIGITAL CHANNELS: APPLIED IN VIETNAM PRACTICE Nguyễn Khoa Hồng Thành Managing Director Emerald Digital Marketing Ho Chi Minh City // December 9, 2010
2. 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 thanhnkh@emerald.vn thanhnkh (YIM) www.digitalmarketing.vn
3. 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
6. 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
7. Contents Frequently-used digital channels in Vietnam Current measurement in Vietnam Some facts & figures Define your own ROI/targeted conversion Tracking model
16. 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)
19. Digital communications Communications Activities Attractive Active Creative Interactive Personalized experience - full of feedbacks Insightful Most activities are measureable. Why only see “visits, visitors”?
27. What do you need to measure? Google Analytics increases conversion by understanding prospects better through web analytics 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