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“Measuring ROI on Online Marketing Spend” by Muneeb Maayr, Co-Founder, Daraz.pk
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www.daraz.pk www.daraz.pk Measuring Return On Investment on Online Marketing Spend
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This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" Session name: e-Retail Start-ups – Implications on Brand Marketing Presentation: Measuring ROI on Online Marketing Spend Speaker: Muneeb Maayr, Co-Founder, Daraz.pk , Pakistan
Transcript of “Measuring ROI on Online Marketing Spend” by Muneeb Maayr, Co-Founder, Daraz.pk
www.daraz.pkwww.daraz.pk
Measuring Return On Investment on Online
Marketing Spend
www.daraz.pk
www.daraz.pk
Still doesn’t know me
Millions spent on Billboards, TV & Print
www.daraz.pk
Who am I?
Name Muneeb Maayr
Age 34
Addresses Karachi & Islamabad
Cellphone Mobilink
Email Gmail
Spending Power Rs. 3,000 / transaction
Customer Lifetime Value ?
www.daraz.pk
What we do
Daraz.pk
Target Market 27 million internet users
Advertising Channels Google Display
Google Search
Facebook RHS & Sponsored Stories
Email & Facebook Timeline
Core Expertise MEASUREMENT of Customer Acquisition Cost
www.daraz.pk
The Customer Acquisition Cycle….1
The Customer Acquisition cycle starts with an ad impression and runs all the way through to a new customer generating revenue
Landing PageCPCCTRImpressions
Impressions is the number of times your
ad is displayed
Click Through Rate
measures the proportion of visitors who
clicked the ad
Cost Per Clickmeasures
what cost you incurred for the clicks to
your site
Landing PageA SEM, GDN or Facebook
ad could land on the same
page but have different costs
www.daraz.pk
Landing Page
Category Page
Product Page
Cart
The Customer Acquisition Cycle….2
Conversion!
Funnel trickles further
As we measure heat maps
www.daraz.pk
CLVCACCIRNet of Invalids
Attribution ModelingConversion
Conversion Customers
who end up committing to
buy
Attributionmeasures the % allocation of cost to ad
channels based on
customer click history
InvalidsCustomers
who end up cancelling or
not paying are excluded
Cost Income Ratio
is a measure of the
efficiency of your online advertising(The lower the better)
Customer Acquisition
Costis the cost incurred to acquire a
NEW customer
Customer Lifetime
ValueAccumulated profit times
an assumption
on repurchase net of CAC
The Customer Acquisition Cycle….3
www.daraz.pk
Current Market Limitations
Local Publishers are lured by CPM (cost paid per 1000 impressions) by Multinationals that are burning ad money for “billboard space”
Digital ad companies in Pakistan are not linking conversions and failing to meet the advertisers conversion goal
Daraz will solve two problems in the industry by November:
1. Get brands to have a store where they can actually sell
2. A separate advertising entity to help multinationals advertise ONLINE with knowledge and measurement and not in the dark
www.daraz.pk
THANK YOU!
Please contact for further details:
Muneeb Maayr | Co-Founder | Daraz.pk 6/A, 6th Floor, Executive Tower, Dolmen City, KarachiMobile: +92 300 8555428 | Email: [email protected] Skype: muneebi | LinkedIn: linkedin.com/in/muneeb1
Shamail Wasi | Manager Marketing | Daraz.pk 6/A, 6th Floor, Executive Tower, Dolmen City, KarachiMobile: +92 346 8202077 | Email: [email protected] Skype: shamailwasi | LinkedIn: linkedin.com/in/shamailwasi
![By, [Blue Team] Bauyrzhan Aitileu Muneeb Mahmood Vinaykumar Bangera.](https://static.fdocuments.in/doc/165x107/5a4d1b467f8b9ab0599a3648/by-blue-team-bauyrzhan-aitileu-muneeb-mahmood-vinaykumar-bangera.jpg)
