Tài liệu KPI - Mr Chris ppt

KPIs and Campaign Management
June 2010
Who we are:
•
A full-service interactive
agency
•
The $rst 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.
Over 500 projects for local, regional & global companies
Our Mission
To create remarkable and eecve

soluons to grow your brands in the
fast evolving digital space.
Our beliefs
•
One campaign = One Objecve
•
Digital channels are not created equal.
•
Constantly measure campaign eecveness
using technology.
•
Digital engages in a posive way.
One Campaign = One Objective
•
Campaigns have one single objecve, providing
clear direcon to design and strategy.
–
Sales Promoons
–
Product Launches
–
Sample drives
–
Brand Dierenaon
–
Brand Awareness and Building
–
Lead Generaon
–
Loyalty Programs

–
eCRM programs
Simple Done Well
wins.
Understanding the campaign objective
Awareness
Awareness
Acquisition
Acquisition
Engagement
Engagement
Marketer
Marketer
Marketer
Impressions &/or unique
IPs
CPC/CPA
Model
Rich Media
Reach
Cost per acquision
Interacon & Brand
experience
Campaign Objective
Recommended Execution
Measure
Choose Right Channel. Read the Right Report.
We use a combinaon of our own adserving and on-site analycs providing:
•
Transparent and Appropriate Reporng

•
Live Reporng
•
Valuaon and opmizaon (where appropriate) of media channels throughout campaign
•
Click fraud prevenon
A wide variety of strategies
website
website
Social & Viral
Social & Viral
Paid Search (SEM)
Paid Search (SEM)
Display Advertising
Display Advertising
Organic Search (SEO)
Organic Search (SEO)
Digital PR
Digital PR
Sponsored
Content
Sponsored
Content
In Game
In Game
EDM
EDM
Clicks
Game
Game

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

EDM
EDM
Clicks
Game
Game
Promotion info
Promotion info
Registration
Registration
Acquisition
Metrics
Banners
Banners
Videos, Applicaons,
Groups, Forum
Seeding
CTR, Clicks,
Reach
Time On Site, Direct
Tra1c, Recurring
Visitors
Group Members,
Views,
Posts/Tweets
Reach
Clicks
List size,
Open Rate,
CTR
Search

Tra1c,
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
website
Social & Viral
Social & Viral
Paid Search
Paid Search
Display Advertising
Display Advertising
Organic Search
Organic Search
Digital PR
Digital PR
Sponsored
Content
Sponsored
Content
In Game
In Game
EDM
EDM
Clicks

Game
Game
Promotion info
Promotion info
Registration
Registration
Acquisition
Metrics
Banners
Banners
Videos, Applicaons,
Groups, Forum
Seeding
Only if information intensive
category
Impressions
Reach and
Frequency
Bad placements for Branding
Good placements for branding
Google Insights
Clicks
Wrong KPIs
Clickers on Display Ads
Source: comScore, Total US Online Populaon, 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
website
Social & Viral
Social & Viral
Paid Search
Paid Search
Display Advertising
Display Advertising
Organic Search
Organic Search
Digital PR
Digital PR
Sponsored
Content
Sponsored
Content
In Game
In Game
EDM
EDM
Clicks

Game
Game
Promotion info
Promotion info
Registration
Registration
Acquisition
Metrics
Banners
Banners
Videos, Applicaons,
Groups, Forum
Seeding
*Click Fraud Detection
Analytics
Analytics
eCPA – E?ective 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