Tài liệu Online Marketing Conference 2010 KPIs and Campaign Management doc

Who we are:interactive agency agency in Vietnam planner of digital media... The Edge GroupA Edge Marketing is an integrated Marketing agency.. The Edge Group Edge Marketing New Media Edg

• KPIs and Campaign Management

• June 2010

Who we are:

interactive agency

agency in Vietnam

planner of digital media

The Edge Group

A Edge Marketing is an integrated Marketing agency

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 Marketing

New Media Edge

Pivotal

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.

• Digital engages in a positive way.

One Campaign = One Objective

• Campaigns have one single objective, providing clear direction to design and strategy.

• Simple Done Well

• wins.

Understanding the campaign objective

Rich Media

Reach

Cost per acquisition

Interaction &

Brand experience

Campaign Objective Measure Recommended Execution

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

Acquisitio n

Metrics

Banners

Banners

Videos, Applications, Groups, Forum Seeding

A dizzying number of KPIs

website

Social &

Viral

Paid Search (SEM)

Display Advertising

Acquisitio n

Metrics

Banners

Banners

Videos, Applications, Groups, Forum Seeding

CTR,

Clicks,

Reach Time On Site,

Direct Traffic, Recurring Visitors Group

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

Acquisitio n

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

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

Analytics for Data Segmentation and eCRM

• Fields to segment by:

– Income

• Each Brand, Each Campaign requires its own unique media plan fully integrated with strategy

and creative.

How to cut through and succeed

Diversify your reach

Focus on high-impact, low

clutter environments.

Deliver innovative creative

Know your goals, and set success metrics

accordingly

Please contact

Chris Tran, Director of Digital

Cell: 0126-814-9225

chris.tran@newmedia-edge.com