Source: The Sun Daily
Data-driven digital marketing the new business reality? PETALING JAYA: With the inevitable move towards embracing data, automation and analytics, the field of marketing is not spared from adapting to new business realities. Ematic Solutions regional head of performance marketing Daniel Andrew Khong ( pix ) said unlike traditional or conventional marketing that is more engrossed in metrics such as impression and reach, the effectiveness of a data-driven digital marketing campaign is tied to its business aspects. “With digital marketing, the dollars spent can be attributed to tangible outcomes such as revenue or customers acquired,” he told SunBiz in a recent interview. Khong elaborated that by examining the margins and the outcome of a particular campaign, customers could calculate whether the campaign made economic sense or not. For example, if a business spends RM100 to acquire a customer, who in turn purchases RM1,000 worth of products, it will translate into a ten fold return on investment. “With data-driven marketing, we focus a lot on such calculations, making sure that the numbers make sense, instead of blindly spending. “We would take into account historical results to forecast the amount of revenue generated when running Facebook or Google ads,” Khong said.