data driven marketing
TRANSCRIPT
Dr. Dinh Le Dat ANTS Co-founder & CEO
[email protected] | +84 91 2323 911
DATA-DRIVEN MARKETING & VIETNAM 2015
Định Hướng Dữ Liệu Nâng Tầm Marketing
HCMC, 07/2015
DATA-DRIVEN MARKETING?
Confidential
Gartner - Data-driven marketing refers to acquiring, analyzing and applying information about customer and consumer wants, needs, context, behavior and motivations. Lexicon - Data-driven marketing refers to the marketing insights and decisions that arise from the analysis of data about or from consumers. ClickZ - Data-driven marketing requires marketers and their teams to be able to collect, integrate, and analyze data from external and internal sources - competitive intelligence reports, global market research, on-site and off-site customer activities, social interactions, and more.
DATA SEGMENTS & TECHNIQUES
Confidential
DATA SOURCES
Confidential
Map action along the digital consumer journey that indicate interest and intent
Confidential
Plan dates Research destinations
Check hotel
Check flights
Book hotel
Research things to do
Check transport
Check restaurants
Click on CRM email
Check currency FX rates
Check weather
Check maps
INTEREST DATA
INTENT DATA
DATA-DRIVEN MARKETING TRENDS
Confidential
DATA-DRIVEN MARKETING TRENDS
Confidential
DATA-DRIVEN TECHNOLOGY
Confidential
DATA-DRIVEN TECHNOLOGY
Confidential
DATA TECHNOLOGY
Confidential
WHERE WE ARE
Direct from Publishers
1996
Ad Networks 1998
Ad Exchanges 2005
DSPs/SSPs 2009
DMPs 2012
Programmatic Ad / RTB 2014
Direct from Publishers
2000 - 2010
Ad Networks
2007 – 2013
Vietnam
Global
The Evolution of Online Media Buying 1996-2020
DSPs/SSPs 2013
Ad Exchanges
2014
DIGITAL AD SPENDING WOLRDWIDE, APAC 2015
Confidential
DIGITAL AD SPENDING VIETNAM 2015
Confidential
DIGITAL AD SPENDING in DATA-DRIVEN / PROGRAMMATIC WORLDWIDE
Confidential
MAGNA GLOBAL
APAC 2015 ~ 1.3B USD (AdTech Asean 2015)
ANTS | FPT Corporation / FPT Technology Innovation
Mobile: +84 91 2323 911 / Office: +84 8 7301 9199 / Fax: +84 8 7301 9199
FPT Building – 9th Floor, FPT Technology Innovation,
153 Nguyen Dinh Chieu Str., Ward 6, Dist.3, HCMC, Vietnam
[email protected] | http://ants.vn | http://fptventures.vn
THANKS FOR
WATCHING
WE MAKE IT SIMPLE
DATA-DRIVEN MARKETING:
BEAUTY & SPA SERVICE
Multichannel Campaign Customer Journey & Marketing Platform
Confidential 17
Marketing Platform?
Source: ANTS, Google 2015
MULTICHANNEL MARKETING PLATFORM
One Platform
Multi-channel
ADVERTISERS PUBLISHERS
Online Reputation Management
Customer Problem Multi: Channels, Sites, Products, Campaigns, Team
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• 150 Websites + 100 Mobile Sites • 15 Products • 100 Campaigns • 20 Team • High Bidding Price on Google &
Facebook? • Performance tracking? • Optimization? • CRM? • ROI?
MULTI-CHANNEL MARKETING
CUSTOMER NETWORK WITH ONE CUSTOMER EXPERIENCE Web. Mobile. Social. Email.
Big Data Analytics Data Aggregation & Measurement
Confidential 20 Source: ANTS
Customer Insight • 150 Websites • 100 Mobile Sites • 15 Products • 100 Campaigns
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FPT Techday 2013 Global ID <> Open Data
Source: ANTS
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Dynamic Message & Landing Page Personalization
Confidential 27 Source: ANTS
Group 1 (Mom & Wife
35+)
Group 2 (Sexy Ladies:
24-30) Group 3 (Young 18+)
Multichannel & Digital CRM KPI & ROI
28 Confidential
Online
Offline
Campaign Result 03 months
Confidential 29 Source: ANTS
1. Multichannel Marketing Platform • 200+ websites • 100+ campaign • 25+ products • 20 team (in-house, agency)
2. Campaign Performance Lift Avg. Cost per Lead down 400% (Cost Per Lead) 3. Audience Insight & CRM Reach 1.5M unique women
REACH 400% KPI (CPL)
ANTS | FPT Corporation / FPT Technology Innovation
Mobile: +84 91 2323 911 / Office: +84 8 7301 9199 / Fax: +84 8 7301 9199
FPT Building – 9th Floor, FPT Technology Innovation,
153 Nguyen Dinh Chieu Str., Ward 6, Dist.3, HCMC, Vietnam
[email protected] | http://ants.vn | http://fptventures.vn
THANKS FOR
WATCHING