本文為日本Datadeck的國際成功案例
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Company profile
Tokenfisher was founded in Taiwan and started marketing services in 2018. We help our clients grow on three key elements:
Triple revenue
Keep the same margin ratio
Grow 6,9x ROAS (Return On Ad Spend)
Tokenfisher’s services focus on performance marketing and analytic tools usage through consulting service. For example Facebook, Google and chatbot services, but we are able to help companies on all future Ad applications. We help clients to manage Ad-tech and Mar-tech tools to drive business growth.
“Tokenfisher believes that only the client’s business success is our company’s success”
Q. Tell us a little about yourself Joe?
Joe: I’m Joe, founder of Tokenfisher. I started my performance marketing career in 2013. In my past experience, I figured out that most of the small and medium enterprise(SME) have a gap between ad-tech/mar-tech and market demand. SME want to increase revenue from those technologies, but they can’t afford too many trial-n-error expenses. That’s why many SME want to hire professional media agencies. But, SME is very conservative before they see revenue income. That’s why I start Tokenfisher, a consulting firm that serves SME, focuses on revenue drive through ad-tech and mar-tech implemented within enterprises.
Before I founded Tokenfisher, I spend almost one year to verify the methodology. Luckily, my clients and I got a successful result. We tripled last years revenue on the same margin rate and hit a 6.88x return on ad spend. It’s a huge success for both of us. I believe that this kind of business really adds value. Another successful case is that we helped a client earn one-third yearly revenue in just 12 days. It’s my honor to work with my clients and keep growing business together.
"Actions speak louder than words”, especially in the internet generation. Many kinds of data can be tracked, analyzed and optimized. What we need is: doing the right things right. However, it’s the most difficult part. We seldom know which way is the right way. The only thing we can do is try as efficient as possible. I pursuit excellence, but I also enjoy the process, that’s why I’m so passionate about my business.
Feel free to connect with me on LinkedIn: https://www.linkedin.com/in/joepspsps2/
Q. How did you find Datadeck?
Joe: When I worked for a digital media agency, we had to do so much reporting, lots of our resources were put in retrieving data, combining and organizing in the same excel spreadsheet. As a management team lead, I wanted my teammates to spent more time in optimizing advertising performance and cultivate client relationships. Luckily, I meet Datadeck when I searched for heatmap service: Ptengine.
Before I used Datadeck, I tried many different marketing tools to reduce the reporting load. Some Facebook marketing partners are good at it, but it’s not a cost-effective and a cross-platform solution. What I want is a simple, elegant and agile solution, most of services were too heavy and complex- until I started using Datadeck.
Q. How are you using Datadeck?
Joe: For media spend and revenue-driving prospective: When an e-commerce business wants to drive revenue online, they want to get real-time data feedback from different platforms. Basically, the data source required Facebook Ads, Google Ads, and Google Analytics. In the past, a marketer will access each platform to download data, and then paste into their ERP or Excel spreadsheet. Finally, they create a report in one or more hours. After that, they need to get data from all other sources again and again and organize a new version to create the report manually.
Datadeck solves this as simple as possible, just like attachment above. We can easily calculate the metric- the Return On Ad Spend (ROAS).
For website performance optimization:
After solving the real-time revenue and media spend requirement, the next question will be “how to optimize my website performance?”. To do so, a company needs to have many talents from different dimensions, such as web analytics, SEO, UX/UI, product pricing, product package…etc. It is an impossible mission for small and medium enterprise to have such a big team. That’s why Datadeck is so powerful- simplify entry barrier for tool management. We create many “widgets” on Datadeck to solve frequently asked questions. Clients can pass lots of Google Analytics expert knowledge, so they can focus on results and see directly how to improve their website.
For customer activation campaigns:
When clients complete their first shopping experience, we need to consider “retention”. It means that we want the shopper to come to buy again and again. Metrics like customer return, buying frequency, CRM data, and other communication channels.
Q. What type of data are you using?
Joe: We track two main data types, one is from product & marketing platforms, the second is from business operations. Different types of data will be used in different scenarios. We can easily diverse the data through the purchase funnel:
Products, marketing, and advertising platforms data:
These kinds of data focus on revenue and driving activation campaigns, such as Facebook Ads, Google Analytics, and Ptengine.
Business operation data:
This data focuses on product/service quality and customer satisfaction, the data sources we mainly use are SQL servers and different CRM tools.
Q. What does your company gain from using Datadeck? (How did Datadeck improve your business)
Joe: Datadeck is a critical tool to help Tokenfisher build up performance marketing services. In any kind of consulting service, we must have some actionable process like “Set a benchmark”, “Make a hypothesis”, “figure out high priority actions”, “execute critical tasks” and “report results”. It’s like a cycle to drive business growth and achieve the company’s goals.
Tokenfisher gets value from Datadeck.
Less tools to manage
You can’t imagine how many people don’t understand how to open a Google Analytics account. When you want to sell a consulting service combined with Facebook, Google, and other marketing tools, it’s really a huge problem. In-house marketers seldom fully understand these marketing and advertising tools. The only thing they want is performance. That’s why Tokenfisher starts selling Datadeck in all consulting cases. We want advertisers to understand their current performance from advertising, marketing tools, and website metrics. We help clients truly understand their current key performance indicators.
Visualize data in one place, same source and the same period
Traditionally, when an agency has a meeting with the client, they will take an Excel report with a fantastic slide deck to show the project status. Agencies spend a lot of time to do reports, but the client always has other questions that need to be answered after or during the meeting. Datadeck solves this pain point immediately. Tokenfisher helps clients deploy the Datadeck solution to display any necessary performance indicators for a weekly meeting. At the same meeting, different departments can see key metrics from the same dashboard and strive for the same performance goals.
Transparency
All of the data sources from our client’s marketing and advertising accounts are put together in one place. This transparent way of combining Tokenfisher and clients data puts them on the same track. It decreases the sales time and increases project efficiency and performance.
Q. What made you decide to become a Datadeck Partner?
Joe: After using Datadeck for few years, I realized that Datadeck not only increases the efficiency of work but also reduces communication cost between inter-groups and intra-groups. When potential clients ask me: “How to improve their online sales performance?”, I ask them to provide lots of data to set up their performance benchmark. But they always have a question for me: “How to get my hands on that data?”. In the beginning, we can help each client to use Google Analytics to get the data we need. It is a time consuming and intensive task. We spend too many resources on the same client development process. That’s why I want to become Datadecks partner. I can speed up the client’s development process and drive more business opportunities in just a few hours.
After deploying Datadeck as a service, each client will have the same communication dashboard. It’s a very powerful tool to avoid passing the buck behavior between different departments. To me, it’s a triple-win strategy between Datadeck, Tokenfisher, and clients.
Q. How do you want to work with data in the future?
The data source will have extraordinary growth in the near future, especially when 5G will be the standard. We can’t collect/store and manage all our data, but we can choose what kind of data we want. In my opinion, data is a result of the market. Marketing and advertising tools is a kind of catalyst to speed up feedback collecting from the market. We have to understand what our goal is and try to use relative data to take personal and business growth. In the future data world, we will work more and more dynamic from big data generation.
Q. What are the most important things you learned from data in the past years?
Joe: “Believe everything in books is worse than to have no books at all”
We live in an information boosted century. I believe the world will change faster than ever before. In this fast-moving generation, we need to keep learning, create a new hypothesis and verify them until it becomes our part of knowledge.
Data just shows a result from a market. Furthermore, we should find a way to improve business and service. Having a “problem-solving attitude” is the most important part in my experience. I think the market is always a good teacher, we just need to have a positive attitude to learn from it.
資料來源
原文：https://www.datadeck.com/en/case-study/Tokenfisher