Presentation from speach at Blueffect 2019 in Warszaw on Transformation Around Measurement.

1. May 28, 2019
Using Data to
Scale Across
Markets

2. Andrej Salner
Co-founder Basta digital
Board member BlueAlliance
Economist
(Digital) marketing strategies

3. Everything that works in digital marketing
One of eight Slovak Key Google Premier Partners.
Founding members of BlueAlliance - alliance of independent award-
winning Google Premier Partner online marketing agencies in Central and
Eastern Europe.
13+ years of experience working with Slovak clients internationally and
international clients regionally.

4. Digital transformation
seemingly makes this much
easier and technology and
infrastructure exists for
internationalisation.

5. B2C and B2B companies try
to scale across the region
(and beyond)

6. For good ideas in small
markets,
scaling internationally is a
must...

7. We also see scaling by
expanding from large markets
to small.

10. Having better data allows us to
choose where to invest.

11. But data is just ‘stuff’...
Source: Longlivetheux on Wikipedia under CC-BY SA 4.0

12. When we venture out, we see
vast differences even across a
’small’ region

13. From willingness to transact
electronically...
ke

14. Source: https://ec.europa.eu/eurostat/statistics-explained/pdfscache/46776.pdf

15. ...through how we pay...
ke

16. ke
Source: https://www.computop.com/fileadmin/user_upload/Downloads_Content/deutsch/CountryReports/CountryGuide_Eastern-Europe.pdf
PL RO

17. ...to the importance of digital
media vs TV...

18. Source. Cannual Report 2018, https://cannualreport.wecan.net/

19. Big Market / Small
Market

20. Small markets are different...
ke

21. The have fewer
people
services
ke

22. What works in a bigger market
may not always work in a
smaller market due to...
ke

23. Insufficient scale...
ke

24. But scale is not only an issue of
buyers but also the tech stack
data sources
ad platforms
ke

25. Google Surveys available in ?
ke

26. Across data sources,
small country coverage
is poorer...
ke

27. But this is not only about data
sources but also about
platforms...
ke

28. Google Shopping came to
Poland in ?
ke

30. Google Shopping came to
Finland, Greece, Hungary,
Romania, Slovakia in ?
ke

31. LinkedIn Ads
ke

33. Tactics that need scale...
ke

34. ke

35. What can you do to gain data for
scaling across markets

36. 1. Use audience data to gain insights
2.Use search data to gain insights
3. Quick & Dirty Online Customer
Research to gain insights
ke

37. Insights from audience data

42. Insights from search data

47. Logistics in V4
Country Monthly searches -
logistics
Audience interest -
logistics
CZ 2 400 200 000
HU 1 900 460 000
PL 18 100 620 000
SK 1 000 69 000

48. Quick & Dirty Cross-Market
Customer Research

49. 53
Testing process
Is response
rate sufficient
to meet the
objectives?
User path 1 - FB
ad to web-based
Mock-Up
User path 2 -
FB ad to FB
lead form
Data analysis Results
Launch test
YES
NO
Survey

50. See Ad on Facebook
Users within target group will see one of the Facebook ads with text and banner (Creative A -
POSITIVE / B - NEGATIVE / C - REWARDS).
Click on ad to visit Web-
based App Mockup
Users who clicked on the ad will be redirected a landing page variation
(Landing page creative A - POSITIVE / B - NEGATIVE / C - REWARDS).
Data collected: Relative CTR of ad variations.
Fill XXXXXX XXXXXX
Form
Users will enter information into form including email address, see basic life expectancy
information and promise of report by email. Optional exit pop-up user survey will be
displayed.
Data collected: Relative health score data input rate of traffic from ad variations.
User path 1 - FB ad to web-based Mock-Up
54

51. Receive Report by
Email
Immediately, user will be sent an email with XXXXX report as PDF. Within email or as
follow-up email, users will be asked to respond to survey.
Follow-Up User Survey
Survey will be administered online using Google Forms.
Data collected: User survey responses.
User path 1 - FB ad to web-based Mock-Up
55

52. Initial response: ~ 8 € CPA for
17-question survey
Response with 240 € watch
price award: ~ 1 € CPA

53. 1 000+ surveys collected in 2
days

54. FB Lead Ads to test hypotheses without building pages

55. Use your digital marketing team or
agency as a source of data to scale across
markets

56. Thank you
for your attention!
Andrej Salner
LI linkedin.com/in/andrejsalner/
E salner@bastadigital.com