Part 1: Introduction to Digital Marketing Technology

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This slide in the mini-course “data-driven marketing with USPA framework” from https://bigdatavietnam.org Lectured by Trieu Nguyen (Thomas) Last update on April 6, 2020

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● Founder and blogger at BigDataVietnam.org ● Worked in Big Data Projects at FPT from 2013 to 2017 ○ Working as Big Data Engineer in VnExpress Analytics project ○ Working as Lead Engineer at eClick Advertising Network (https://eclick.vn) ○ Technical Architect, Lead Engineer in the project Video Ad Server (http://itvad.vn) ○ Get Machine Learning certificate from Coursera ■ https://www.coursera.org/account/accomplishments/verify/HVNFUG5JPGB7 ● Former Head of Ad Platform at Blueseed Digital from 2017 to 2019 ○ Design Big Data Architecture for Video Advertising Network ○ Build new ad server from scratch ○ Data Consulting ● Former Lead Software Engineer at internal CDP of Tiki ● Since 2020, I go startups in marketing technology at https://uspa.tech ● LinkedIn Profile https://www.linkedin.com/in/tantrieuf31 2

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1. Digital Media Models in the age of marketing 4.0 2. Strategic Thought as It Relates to Digital Marketing 3. Web: The Center of Digital Marketing Delivery Mix 4. Content Management System (CMS) and headless CMS 5. Search Engine Marketing 6. Email Marketing 7. Social Media and Mobile Marketing 8. Introduction to Advertising Technology (Ad Tech) 9. Introduction to Customer Database and Customer Data Platform (CDP) 10. Legal Issues: Data privacy, Security, and Intellectual Property 11. Case study: IKEA - from business strategy to digital marketing strategy 12. Recommended books for self-study

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https://www.youtube.com/watch?v=7d3VAYGnXjY

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Marketing Branding Personalization

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Question: How to connect with our customer across many types of electronic channels → Omni-channel

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Omnichannel strategy as a universal sales-and-marketing pool that merges the worlds of websites, emails, retargeted ads, social media marketing, and physical locations. You dive into it to reach your customers with personalized offers, products, and messages.

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According to research from PwC, virtual reality (VR), over-the-top (OTT) video (including streaming services like Netflix and Amazon Video) and Internet advertising will see the most annual growth between 2018 and 2023. The future of digital media environment

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Discussion 1. How do you think digital marketing will evolve in future? 2. Will there be more types of media in the future and what will be the goals of managing these types of media. 3. Will you make AR/VR a reality for your brand? Links to research: 1. https://contentmarketinginstitute.com/2019/06/ar-vr-stories/ 2. https://mbryonic.com/best-vr-marketing/ 3. https://www.widerfunnel.com/future-of-media-and-entertainment/ 4. https://www.visualcapitalist.com/visualizing-future-media-entertainment/

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https://medium.com/procurement-tidbits/what-is-the-digital-transformation-of-procurement-really-about-9d2148e04638

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https://www.researchgate.net/publication/247837115_Customer_Knowledge_Development_Antecedents_and_Impact_on_New_Product_Performance Learning needs experiments Statistics with sampling techniques is the key. Need sample data to test hypothesis and find best strategy

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Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360 Industry 4.0

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Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360 Customer-first Product-second

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3 Digital Transformation Trends Driving Industry 4.0 TREND #1 TREND #2 TREND #3 Social Media & Gig Economy empower customers Customer-centric business model Customer Experience (CX) Strategy The age of Continuous Connection with Customer (Omni-Channel Retail) The age of Artificial Intelligence Unified Customer 360 Analytics Big Data Strategy Business Automation AI Strategy

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Social Media & Gig Economy empower customers Customer Experience (CX) Strategy TREND #1 Social Media Gig Economy Customer-centric business model

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Customer-centric Marketing Model Social Media & Gig Economy empower customers TREND #1

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1. The age of Continuous Connection with Customer (Omni-Channel Retail) TREND #2 Customer Experience can be optimized by excellent Logistics Algorithms and Data Platform Unified Customer Analytics on omni-channel Big Data Strategy

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The age of Artificial Intelligence for Marketing Context Detection & Segmentation TREND #3 AI Strategy Scanning article content and images Arts & Entertainment Celebrities News Autos & Vehicles Beauty & Fitness Books & Literature Business & Industrial Computers & Electronics Finance Food & Drink Games Health Hobbies & Leisure Jobs & Education People & Society Pets & Animals Real Estate Science Shopping Sports Travel Homecare Internet & Telecom Fashion & Style TAG [ { "name": ”female”, "confidence": 0.9997857 }, { "name": ”kid", "confidence": 0.955619633 }, { "name": ”cleaning", "confidence": 0.953807831 }, { "name": ”floor", "confidence": 0.9515978 }, { "name": ”living room”, "confidence": 0.889862537 }]

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The age of Artificial Intelligence for Marketing Customer Emotion Detection at retail store TREND #3 A.I Strategy

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Customer Experience (CX) Strategy Big Data Strategy A.I Strategy Customer data is the NEW GOLD CUSTOMER DATA

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Web (Internet app) https://en.wikipedia.org/wiki/Media_system_dependency_theory

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Findability is the key

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Source: https://360ideas.com/blog-web-design-how-does-a-cms-content-management-system-work/

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https://strapi.io

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https://seositecheckup.com/seo-audit/bigdatavietnam.org

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Steps for strategy planning in search engine marketing (SEM) 1. SWOT analysis ○ refers to the strength, weakness, opportunities and threats analysis and it is very important in search engine marketing (SEM). 2. Preparation of Account Management Policy ○ It is rightly said that sharply defined goals and key performance are the milestone for any pay-per-click (PPC) campaigns. ○ Paid search management is very iterative process and PPC professionals should trained to manage accounts. 3. Creation of Efficient and Effective Action Plan ○ applying the technology of machine learning in SEM, PPC marketers have to create effective and efficient action plan by maintaining the records related to the campaign.

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Email Metrics for marketing measurement ● Open rate: Percent of emails opened ● Bounce rate: Percent of emails undelivered (hard bounce is a bad email address; a soft bounce is one that is temporarily ● undeliverable) ● Unsubscribe rate: Percent of customers unsubscribing from our offer ● What links were clicked ● CTR: The number of clicks the email generated ● Forward/Saves/Prints: Other measurements of activity on the e-mail

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https://www.researchgate.net/publication/272165365_Empirical_Study_to_Design_Field_Applications_for_O2O_Online_to_Offline_Business_Model_in_Tourism_wit h_Mobile_Computing_and_Cloud_Service_Supports

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Key metrics: ● Ad Request ● Impression ● Completed-view (for video ad) ● Audience Reach ● CTR ● Click ● In-target percentage ● Conversion Rate

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It contains metadata about how video ad can be played in video player Key information: ● URL of file video ● URL code tracking impression, completed-view, click ● URL code tracking của 3rd-party More information at https://www.iab.com/insights/guide-to-digital-video-advertising/

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● An ad played before, during or after the streaming video, animation, gaming and music video content that the consumer has requested (pre-roll, mid-roll, post-roll) ● Popular is Pre-roll, Mid-roll, Post-roll ● Standard length is 5s, 15s, 30s

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Focusing on branding and mindset connection

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● A viral ad is an advertisement that achieves widespread reach because people who view it are inclined to share it among their social networks. To go viral, an ad must offer the viewer something of value, such as information or entertainment. ● Target users who are active on social media and likely to be influencers

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https://www.youtube.com/watch?v=wnSNyE2hVu4 https://bitis.com.vn/pages/di-de-tro-ve-2

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Native advertising is a type of advertising that matches the form and function of the platform upon which it appears

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Popular video ad formats ○ Native Video ○ In-Feed Video ○ In-Article Video ○ In-Banner Video ○ Interstitial Video ○ Masthead Video

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Our customer can play a online game in video for fun and interact with product E.g: https://www.wyzowl.com/best-interactive-videos/

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Best for 360 view experience

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Ad Inventory Inventory = (Audience Reach) x (Placement) ● Advertising inventory is the number of advertisements, or amount of ad space, a publisher has available to sell to an advertiser. ● Ad inventory is often calculated by the month. ● The term can refer to ads in print or other traditional media but is increasingly used to refer to online or mobile ads.

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● CPCV The price an advertiser pays every time a video ad runs through to completion. ● CPCV is calculated as cost divided by completed views.

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● A bidding method for video campaigns where you pay for a view. ● A view is counted when a viewer watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first.

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● The metric to measure audience intention ● 100% video ad is played = 1 completed-view

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Advantages of Customer Database 1. Analysis ○ Customer Database allows users to analyze data using tools like Microsoft Excel, Power Pivot and Power BI which can make analysis and interpretation more efficient. 2. Simplicity ○ Data is stored in structured form in a database which makes it faster and more convenient to retrieve and analyze data through simple queries. 3. Data Security and Privacy: ○ Users' identity is authenticated and only authorized users can access the data which conforms to the security feature of the database. ○ There are also levels where users can view only that data which they have been allowed to maintaining the privacy of the data. 4. Access to Real Time Information: ○ With the help of business intelligence tools, real-time data can be stored without delays to ensure effective decision making.

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Source: http://consultyasser.com/foundation-of-marketing-analytics-challenges-process-profit/

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https://blog.ch.atosconsulting.com/break-data-silos-google-data-studio-supermetrics/

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https://www.bankinghub.eu/banking/finance-risk/gdpr-deep-dive-implement-right-forgotten

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https://www.smashingmagazine.com/2017/07/privacy-by-design-framework/ https://www.digitaldandy.com.au/blog/gdpr-your-business-1

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Source: https://medium.com/@i.shubhangich/journey-map-example-ikea-bfa2b3c3b17e

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Customer Journey Context Action Behavior Data (Story) Customer Experience 125

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Source: http://www.madeleinewan.com/project/ikea

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130 Key of profit

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1. Discovery (awareness): blogs, Facebook, Pinterest, Instagram 2. Category (consideration): blogs, Facebook, Pinterest, Instagram 3. Product (evaluation): blogs, Facebook, forums, reviews 4. Purchase: blogs, Facebook, forums 5. Post purchase: Facebook, Twitter, Instagram

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● Reach: Fans and followers → demographics and psychographics! ● Engagement: Likes, favorites, comments, mentions, sentiments, reviews, viewership ● Amplification: Shares, retweets. ● Clicks: Successful content ● Conversion: Sales revenue, leads (number, cost),referrals.

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● Sales Revenue from Inbound Marketing ● Net profit ● ROI (audience touched, leads, opportunities, sales) - from the data pipeline ● Customer lifetime value (conversion, retention, product) ● Customer cost of acquisition

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Ebook: https://www.nima.today/wp-content/uploads/2018/11/Digital-Marketing-Management-Debra-Zahay.pdf

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https://www.cambridgescholars.c om/customer-centricity https://connected-strategy.com https://connected-strategy.com/wp- content/uploads/2019/03/Fitness-G yms.pdf https://www.agilone.com/predictive-marketing-book Customer-Centricity Connected Strategy Customer Data Platform

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https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-business/unlocking-the-power-of-the-connected-consumer.pdf

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Programmatic Ad Tech Metric: Total Lead Brand-driven content marketing Metric: Total Order Search Engine Optimization (SEO) Metric: Keyword Ranking Social Media + Aﬀiliate Network Metric: User Engagement

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The explanation about diagram in Vietnamese (Giải thích mô hình data-driven marketing USPA bằng tiếng Việt): https://www.brandsvietnam.com/congdong/topic/23340-Digital-Transformation-15-Datadriven-Marketing-Tan-dung-du-lieu-de-toi-uu-tiep-thi-Phan-1 https://www.brandsvietnam.com/congdong/topic/23444-Digital-Transformation-15-Datadriven-Marketing-Tan-dung-du-lieu-de-toi-uu-tiep-thi-Phan-2

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