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Digital Marketing ROI Case Studies by Augustine Fou

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

Publicado en: Empresariales, Tecnología
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Digital Marketing ROI Case Studies by Augustine Fou

  1. 1. Digital Marketing ROICase Studies and DiscussionDr. Augustine Fouhttp://www.linkedin.com/in/augustinefou
  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; http://go-digital.net/blog/2011/12/search-as-research-using-search-for-continuous-consumer-insights/When 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: http://www.slideshare.net/augustinefouLinkedIn: http://www.linkedin.com/in/augustinefouArticles: http://www.clickz.com/author/1151/augustine-fouAugustine Fou- 22 -

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