1. Analytical Online Marketing for
more Lead and Sales performance
21. September 2013 in Munich - David Chang Web and Business Development Consultant
28.09.2013 1Copyright David Chang all reserved

2. Customers increasingly complex
paths of purchase
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3. The Customers journey through a
complex world
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4. Why to invest in Online Marketing?
• Mobile and Web
3.0 has changed
the way for sales
and marketing.
• Customer journeys
got complex but
measureable.
• Do you have an
Iphone or tablet
PC?
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5. Online Marketing Lead acquisition
and management process cycle
1. Specify Sales
Target Groups;
Set up full
strategy
2. On Group Targeting
-> Customize sales goals,
activities, intstruments
and budget
3. Lead Generation
through online channels
(Search Engines, Banners,
etc.)
4. Customer behaviour
insights and
measurement to
evaluate all channel
acitivities
5. Adjust Campaign
-> Conversion Rate
optimization
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On
Customer
adaption
cycle
Targeting
Attention/
Calltoaction
Adaption
Anayltics
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6. 1. Set up a strategy and calculate your
profitability
Is it worth of costs? Only 4 Questions to make a
forecast about the ROE of your web invest.
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Before After
1. "Counts of visitors of you website" 10.000 40.000
Your Conversion RATE (CVR I) 1,20% 1,87%
2. "Inquiries via a contact form
or other CV elements (leads) " 120 748
Your Conversion RATE (CVR II) 4,17% 4,17%
3. "Transactions resulting,
from the inquiries made ​​" 5 31
4. average volume per transaction? 9.000 € 9.000 €
"Business volume of transactions
in euro " 45.000 € 279.000 €
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7. 2. How to reach your customers?
Basic Instruments in Online Marketing
Some Online Marketing instruments:
• E-Mail Marketing
• Affiliate (built up a partner network)
• Internetbanner (Ads)
• Paid Google Ads(SEA)
• Organic google optimization (SEO)
• Retargeting (Ads)
• Google Analytics or other Tools (Exel etc.)
Target Group relevant, clearly definable and
Responsive.
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8. 3. Turn Leads into business with your
multi channel online campaign
Goal: increase website traffic to generate
business leads, while running analytics and
optimize in real time. Drives cost efficiency high!
-> Customer acquisition in new untapped international market
segments
-> Marketing reach, on high range. Cost per Lead (CPL = short)
via the web medium, very low compared to traditional lead
channels.
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9. 4. Insights und Analytics for better
understanding of your business
Collect and document any information on the entire lead
process and evaluate.
-> There are a variety of analysis tools to measure website
traffic or visitors flows, where you can run standardized
reports.
-> Difficulty and opportunity: To recognize information
and patterns from these data, bottom up
-> Customized tools from scratch are the key.
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10. 5. Readjust the campaign in the
customer adaption process
Be one step ahead through Business Intelligence in
Marketing activities
-> Read and learn from customer journey data
-> Ensures the necessary transparency to be
recognized based on the knowledge gained
weaknesses to further optimize.
-> This saves costs and sets the budget for future
SEM campaigns more efficient!
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11. Key Conclusions
Business intelligence in complex
marketing activities? Big Data
and computer technology makes
it possible.
-> Learn from data to adapt to the
customer`s behavior!
-> Reduce cost through efficiency
in that adaption process in your
online marketing activity
-> Read pattern from Data to
learn and understand more about
your business
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12. Just a little more about me
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What I offer:
- Setting up a full online marketing strategy fo your business Lead generation over
the internet
- Analyse your lead generation process and optimize it
- Optimize Costs of your running campaigns
- Create automated customized reports to give you the best overview on what is
going on
Partners and Network
• I have contact to world wide partners and agencies who can provide best services
and references in implementing and runnung Online Marketing Campaigns
• Direct Contacts to Google in Moutnain View to get latest news on Adwords and
other google products
Please visit my LinkedIn Page for further information:
http://de.linkedin.com/pub/david-patrick-chang/53/a25/5b2
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13. Only 3 first steps working with me –
and that is free!
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1. Provide more information about your customer canvassing
process and sales targets
2. Grant me access to your google analytics account to
precalculate costs and impact of a online marketing campaign
boosting your canvasing process
3. After that I will prepare a full cost and potential analysis for a
possible online marketing strategy that will optimize your lead
generation
4. Selection of a suitable online agency
-> Lets go and boost your sales performance within a
few weeks
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14. 21. September 2013; David Chang Web and Business Development Consultant
Mail: dave.patrick.chang@gmail.com; Phone: +49 152-34113010
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My References
Copyright David Chang all reserved