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  1. 1. KPIs and Campaign Management<br />June 2010<br />
  2. 2. Who we are:<br /><ul><li>A full-service interactive agency
  3. 3. The first digital agency in Vietnam
  4. 4. A top buyer and planner of digital media</li></li></ul><li>The Edge Group<br />A Edge Marketing is an integrated Marketing agency. <br /><ul><li>CRM / database Marketing
  5. 5. Experiential Marketing
  6. 6. Trade Engagement</li></ul>New Media Edge is a complete and integrated digital agency, providing media planning, strategy, creative as well as eCRM and analyticsto deliver measurable effectiveness.<br />Pivotal provides communication services to clients and agencies in Vietnam, including call centers (HCMC & Hanoi), mailing facilities & list brokerage services.<br />All in all, The Edge Group has over 400 staff in four offices in Vietnam, Thailand and Indonesia. <br />
  7. 7. Over 500 projects for local, regional & global companies<br />
  8. 8. Our Mission<br />To create remarkable and effective solutions to grow your brands in the fast evolving digital space.<br />
  9. 9. Our beliefs<br />One campaign = One Objective<br />Digital channels are not created equal.<br />Constantly measure campaign effectiveness using technology.<br />Digital engages in a positive way.<br />
  10. 10. One Campaign = One Objective<br />Campaigns have one single objective, providing clear direction to design and strategy.<br />Sales Promotions<br />Product Launches<br />Sample drives<br />Brand Differentiation<br />Brand Awareness and Building<br />Lead Generation<br />Loyalty Programs<br />eCRM programs<br />
  11. 11. Simple Done Well <br />wins.<br />
  12. 12. Understanding the campaign objective<br />Recommended Execution<br />Campaign Objective<br />Measure<br />Reach<br />Impressions &/or unique IPs<br />Awareness<br />Marketer<br />Cost per acquisition <br />CPC/CPA<br />Model<br />Acquisition<br />Marketer<br />Engagement<br />Interaction & Brand experience<br />RichMedia<br />Marketer<br />
  13. 13. Choose Right Channel. Read the Right Report.<br />We use a combination of our own adserving and on-site analytics providing:<br />Transparent and Appropriate Reporting<br />Live Reporting<br />Valuation and optimization (where appropriate) of media channels throughout campaign<br />Click fraud prevention<br />
  14. 14. A wide variety of strategies<br />Display Advertising<br />Banners<br />Acquisition<br />Metrics<br />In Game<br />Banners<br />Game<br />Sponsored Content<br />Videos, Applications, Groups, Forum Seeding<br />website<br />Promotion info<br />Social & Viral<br />Registration<br />Digital PR<br />Paid Search (SEM)<br />EDM<br />Clicks<br />Organic Search (SEO)<br />
  15. 15. A dizzying number of KPIs<br />Display Advertising<br />Banners<br />CTR, Clicks, Reach<br />Acquisition<br />Metrics<br />How do you make sense of all of these KPIs?`<br />In Game<br />Time On Site, Direct Traffic, Recurring Visitors<br />Banners<br />Game<br />Sponsored Content<br />Videos, Applications, Groups, Forum Seeding<br />Depth of Engagement: Bounce Rate, Time On Site, Pages per Visit, Recurring Visitors<br />Group Members, Views, Posts/Tweets<br />website<br />Promotion info<br />Social & Viral<br />Reach<br />Registration<br />Digital PR<br />Clicks<br />Paid Search (SEM)<br />List size, Open Rate, CTR<br />EDM<br />Clicks<br />Search Traffic, SERP<br />Organic Search (SEO)<br />
  16. 16. Channels appropriate for Brand Awareness<br />Display Advertising<br />Banners<br />Acquisition<br />Metrics<br />In Game<br />Banners<br />Game<br />Sponsored Content<br />Videos, Applications, Groups, Forum Seeding<br />website<br />Promotion info<br />Social & Viral<br />Registration<br />Digital PR<br />Paid Search<br />EDM<br />Clicks<br />Organic Search<br />Only if information intensive category<br />
  17. 17. Impressions<br />
  18. 18. Reach and Frequency<br />
  19. 19. Bad placements for Branding<br />
  20. 20. Good placements for branding<br />
  21. 21. Google Insights<br />
  22. 22. Clicks<br />
  23. 23. Wrong KPIs<br />
  24. 24. “Natural Born Clickers”comScore Study with Tacoda and Starcom<br />Clickers on Display Ads<br />Source: comScore, Total US Online Population, July 2007 <br />If you want clicks:<br /><ul><li>Target youth sites
  25. 25. Give away something for free</li></ul>Warning – Clicks do not necessarily turn into sales!<br />Clickers<br />Non-Clickers<br />
  26. 26. Poor Targeting<br />
  27. 27. Lets get beyond the click!<br />
  28. 28. Channels appropriate for Lead Generation<br />Display Advertising<br />Banners<br />Acquisition<br />Metrics<br />In Game<br />Banners<br />Game<br />Sponsored Content<br />Videos, Applications, Groups, Forum Seeding<br />website<br />Promotion info<br />Social & Viral<br />Registration<br />Digital PR<br />Paid Search<br />Analytics<br />EDM<br />Clicks<br />Organic Search<br />*Click Fraud Detection<br />
  29. 29. eCPA – Effective Cost per Acquisition<br />Only useful if there is a real dollar value to a lead<br />Not applicable to FMCGs for instance<br />eCPA = # of Leads<br />Cost of media<br />
  30. 30. Analytics for Data Segmentation and eCRM<br />Fields to segment by:<br />Age<br />Gender<br />Birth date (fun for astrology)<br />Profession<br />Family status/Size<br />Income<br />
  31. 31. Each Brand, Each Campaign requires its own unique media plan fully integrated with strategy and creative.<br />
  32. 32. How to cut through and succeed<br />
  33. 33. Diversify your reach<br />
  34. 34. Focus on high-impact, low clutter environments.<br />
  35. 35. Deliver innovative creative<br />
  36. 36. Know your goals, and set success metrics accordingly<br />
  37. 37. Please contactChris Tran, Director of DigitalCell:<br />