Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Digital Marketing ROI Case Studies by Augustine Fou

58.957 visualizaciones

Publicado el

Discussion of case studies around digital ROI - some are obvious and others are not so obvious.

Publicado en: Empresariales, Tecnología
  • I have seen a huge increase in semen release. Great Product ▲▲▲
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

Digital Marketing ROI Case Studies by Augustine Fou

  1. 1. Digital Marketing ROICase Studies and DiscussionDr. Augustine Fou
  2. 2. Obvious Examplesof Digital ROIAugustine Fou- 2 -
  3. 3. Online SalesAugustine Fou- 3 -Which styles are beingsearched forWhat users spend timeviewing on siteWhat users are buying
  4. 4. Online Bookingswww.mandarinoriental.comAugustine Fou- 4 -
  5. 5. Customer InsightsNetflix leveraged their Facebook fan base (1.6M) to do continuous customer researchby asking questions and posting useful content.Augustine Fou- 5 -
  6. 6. InnovationStarbucks leveraged the community to source and prioritize ideas.Augustine Fou- 6 -
  7. 7. Earned MediaJetBlue leveraged their Twitter following to launch new products (e.g. 2009 All-You-Can-Jet-Pass)Augustine Fou- 7 -
  8. 8. Cost ReductionDe-duplicating competitive ad spend with partner“motor oil”“installing motor oil”“what is motor oil”Augustine Fou- 8 -
  9. 9. Less Obvious Examplesof Digital ROIAugustine Fou- 9 -
  10. 10. Selecting Optimal WordsWhich synonym to write into website content“baby bedding” is the way more userssearch; 16x more than “infant bedding”Augustine Fou- 10 -
  11. 11. Users are seeking coupons, side effects, dosage informationDetermining InterestRelated search reveals what people are looking forAugustine Fou- 11 -
  12. 12. footlongsMeasuring SuccessgodaddyUsers saw ad, remembered, and took action (did a search)Augustine Fou- 12 -
  13. 13. Marketing PerformanceDetect if target users are searching for product by nameTapentadolNucyntaSource: Google TrendsAugustine Fou- 13 -
  14. 14. swine fluh1n1swine flu drove 1st peakh1n1 drove 2nd peakPurell demand andsearch volume liftedStudy Cause and EffectAugustine Fou- 14 -
  15. 15. Demand Planningchocolate covered strawberrieschocolate covered cherriesSource; search volume spikes indicates when demand spikes.Augustine Fou- 15 -
  16. 16. Physician Nurse Patient“orexinreceptoragonist”“dosage” “sleepdrug”“how toadminister”What words they search for indicates who they are.User Self-SegmentationAugustine Fou- 16 -
  17. 17. American Express CaseDetermining optimal messaging via click data“businessnetworking”“professionalnetworking”“networking”“computernetworking”“socialnetworking”Augustine Fou- 17 -
  18. 18. Act of LoyaltyCheck-in at restaurant is implied endorsementAugustine Fou- 18 -
  19. 19. Was There DigitalROI ?Augustine Fou- 19 -
  20. 20. Oreo“Dunk in the Dark Tweet”Augustine Fou- 20 -50 million social conversations; but did it drive sales?
  21. 21. GoDaddy“Perfect Match”Augustine Fou- 21 -A lot of online buzz; but did the negativity harm the brand?
  22. 22. Dr. Augustine Fou – Chief Digital Strategist“I advise clients on shifting theirmarketing mix among traditionaland digital tactics, and unifyingthem to work together optimally.”FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)MCKINSEY CONSULTANTCLIENT SIDE / AGENCY SIDE EXPERIENCEPROFESSOR AND COLUMNISTENTREPRENEUR / SMALL BUSINESS OWNERPHD MATERIALS SCIENCE (MIT 95) AT AGE 23Slideshares: Fou- 22 -