Tài liệu Online Marketing Conference 2010 KPIs and Campaign Management doc

• KPIs and Campaign Management • 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 [...]... Data Segmentation and eCRM • Fields to segment by: – Age – Gender – – – Birth date (fun for astrology) Profession Family status/Size • 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... for Brand Awareness Display Advertising Banners In Game Banners Sponsored Content Social & Viral Digital PR Acquisition Metrics Game Videos, Applications, Groups, Forum Seeding Promotion info website Registration Paid Search EDM Organic Search Clicks Only if information intensive category Impressions 6/14/10 Reach and Frequency 6/14/10 Bad placements for Branding 6/14/10 Good placements for branding... 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 6/14/10 Wrong KPIs “Natural Born Clickers” comScore Study with Tacoda and Starcom Clickers on Display Ads Source: comScore, Total US Online Population, July 2007 If you want clicks: Target youth sites Give away something for free Clickers Non-Clickers Warning – Clicks do not... Videos, Applications, Groups, Forum Seeding Promotion info website Registration Paid Search (SEM) EDM Organic Search (SEO) Clicks A dizzying number of KPIs CTR, Clicks, Reach Display Advertising Banners In Game Banners How do you make sense of all of these KPIs? ` Time On Site, Sponsored Direct Traffic, Content Recurring Videos, Applications, Group Social & Viral Visitors Groups, Members, Forum Views, Seeding . • KPIs and Campaign Management • June 2010 Who we are: • A full-service interactive agency • The first digital agency in Vietnam • A top buyer and. Edge Marketing is an integrated Marketing agency. • CRM / database Marketing • Experiential Marketing • Trade Engagement New Media Edge is a complete and