Tài liệu Online Marketing Conference 2010 KPIs and Campaign Management doc

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KPIs and Campaign Management
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June 2010
Who we are:
•
A full-service
interactive agency
•
The first digital
agency in Vietnam
•
A top buyer and
planner of digital
media
The Edge Group
A Edge Marketing is an integrated
Marketing agency.
•
CRM / database Marketing
•
Experiential Marketing
•
Trade Engagement
New Media Edge is a complete and
integrated digital agency, providing
media planning, strategy, creative as well
as eCRM and analyticsto deliver
measurable effectiveness.
Pivotal provides communication services
to clients and agencies in Vietnam,

including call centers (HCMC & Hanoi),
mailing facilities & list brokerage
services.
All in all, The Edge Group has over 400
staff in four offices in Vietnam, Thailand
and Indonesia.
The Edge Group
Edge MarketingNew Media EdgePivotal
Over 500 projects for local, regional & global companies
Our Mission
To create
remarkable and
effective solutions
to grow your brands
in the fast evolving
digital space.
Our beliefs
•
One campaign = One
Objective
•
Digital channels are not
created equal.
•
Constantly measure
campaign effectiveness
using technology.
•
Digital engages in a
positive way.

One Campaign = One Objective
•
Campaigns have one single
objective, providing clear
direction to design and
strategy.
–
Sales Promotions
–
Product Launches
–
Sample drives
–
Brand Differentiation
–
Brand Awareness and
Building
–
Lead Generation
–
Loyalty Programs
–
eCRM programs
•
Simple Done Well
•
wins.
Understanding the campaign objective
Awareness
Acquisition

Engagement
Marketer
Marketer
Marketer
Impressions
&/or unique
IPs
CPC/CPA
Model
Rich
Media
Reach
Cost per
acquisition
Interaction &
Brand
experience
Campaign Objective

Recommended
Execution
Measure
Choose Right Channel. Read the Right Report.
We use a combination of our own adserving
and on-site analytics providing:
•
Transparent and Appropriate Reporting
•
Live Reporting
•

Valuation and optimization (where
appropriate) of media channels throughout
campaign
•
Click fraud prevention
A wide variety of strategies
website
Social & Viral
Paid Search
(SEM)
Display
Advertising
Organic Search
(SEO)
Digital PR
Sponsored
Content
In Game
EDM
Clicks
Game
Promotion info
Registration
Acquisition
Metrics
Banners
Banners
Videos,
Applications,
Groups,

Forum
Seeding
A dizzying number of KPIs
website
Social & Viral
Paid Search
(SEM)
Display
Advertising
Organic Search
(SEO)
Digital PR
Sponsored
Content
In Game
EDM
Clicks
Game
Promotion info
Registration
Acquisition
Metrics
Banners
Banners
Videos,
Applications,
Groups,
Forum
Seeding
CTR,

Clicks,
Reach
Time On Site,
Direct Traffic,
Recurring
Visitors
Group
Members,
Views,
Posts/Twe
ets
Reach
Clicks
List
size,
Open
Rate,
CTR
Search
Traffic
, SERP
Depth of
Engagement:
Bounce Rate,
Time On Site,
Pages per Visit,
Recurring
Visitors
How do you make
sense of all of these

KPIs?`
Channels appropriate for Brand Awareness
website
Social & Viral
Paid
Search
Display
Advertising
Organic Search
Digital PR
Sponsored
Content
In Game
EDM
Clicks
Game
Promotion info
Registration
Acquisition
Metrics
Banners
Banners
Videos,
Applications,
Groups,
Forum
Seeding
Only if information
intensive category
6/14/10

Impressions
6/14/10

Reach and
Frequency
6/14/10

Bad placements for Branding
6/14/10

Good placements for branding
6/14/10

Google Insights
6/14/10

Clicks
Wrong KPIs
Clickers on Display Ads
Source: comScore, Total US Online Population, July 2007
“Natural Born Clickers”
comScore Study with Tacoda and Starcom
Non-Clickers
Clickers
If you want clicks:
-
Target youth sites
-
Give away something

for free
Warning – Clicks do not
necessarily turn into
sales!
Poor Targeting
Lets get beyond the click!
Channels appropriate for Lead Generation
website
Social & Viral
Paid
Search
Display
Advertising
Organic Search
Digital PR
Sponsored
Content
In Game
EDM
Clicks
Game
Promotion info
Registration
Acquisition
Metrics
Banners
Banners
Videos,
Applications,
Groups,

Forum
Seeding
*Click Fraud
Detection
Analytics
eCPA – Effective Cost per Acquisition
•
Only useful if there
is a real dollar
value to a lead
•
Not applicable to
FMCGs for instance
•
eCPA = # of Leads
Cost of media