Integrated Performance Management and Optimization

Retail Digital Marketing Management Course (5)
Integrated Performance
Management and
Optimization
Matthew Kwan
www.facebook.com/matthew.news
Principal Consultant, Adams
June 8, 2017
Copyright © 2017. Adams Company Limited. 1
The Hong Kong Retail Management Association - 零售數碼營銷管理課程

DISCLAIMER
Copyright © 2017.
Adams Company Limited
No part of this document is allowed to reprint or circulate publicly.

Overall Performance
for Real ROI

How much budget is
enough?
Copyright © 2017. Adams Company
4

HK$9,000
5

The Idea of Critical Mass
Investment ($, Time, People, Coverage…)
Return ($, Customers, Brand)

Today’s Agenda
• What are the KPI to measure?
• What are the real success metrics?
• How to measure performance effectively and objectively?
• Basics of Google Analytics

What are the KPI to
measure?

The idea of Cost Per…
• CPC (Click)
• CPM (M=thousand impressions)
• CPV (View)
• CPA (Acquisition/Action)
• CPL (Lead)
• CPE (Enquiry)
• CPS (Sales)
10

CPC (Click)
• CPC is an indicator that one has
actually visited your landing page or
fan page…
• Competition on search engines,
matching types, quality score,
competitions…can vary so much
depending on platforms
• Click quality is significantly important
to drive “real” ROI eventually
• The art to balance the click volume
and CPC is important to maintain the
“optimal” ROI and results

CPM
(M=1000 impressions)
• No of impressions is an indicator
of your online presence
• The lower the cost of higher
number of impressions will
increase awareness?!
• Assume the target audience is
similar, cost does a lot of matter
Picture source: https://answers.unrealengine.com/storage/attachments/36145-projector.png

CPV (View)
• Primarily it is a
measurement for video
advertising
• The viewing quality is
largely depending on the
nature of “ad format” and
platform of playing
• Sometimes, playing longer
does not mean a better
quality of viewing!
13

CPA (Acquisition/Action)
• Acquisition or Action can be signing up membership, sample request,
game participation, survey/questionnaire, any kind of engagement
• It is an effective measurement of “conversation” of your advertising
effort

CPL (Lead) & CPE (Enquiry)
• It is also a measurement of
“conversion”.
• A sales lead/enquiry is typically a
way to capture attention of target
customers to submit questions or
request for further information.
• The simpler the action (e.g.
checkboxes) the easier to draw
leads

CPS (Sales)
• It is the ultimate
measure for your
advertising
effort/budget and
how it was spent.
• For every dollar is
being spent, how
much are you getting
back?

Adams Methodology
Strategic Objectives Planning
Sales
Brand
AwarenessCustomers
Search
Display
Digital PR
Social Media
Mobile
Marketing
E-Mails
How to get more sales orders/leads with lesser
marketing budget?
(CPS or CPL…)
How to show more in front of
target audience with lesser
marketing budget?
(CPM or CPV…)
How to acquire more members or
customers or fans with lesser
marketing budget?
(CPA)

Copyright © Adams Company Limited. All rights reserved.
Digital Advertising & Consultancy
Decide which digital channel will perform better than others?
18
Branding Customers Sales
Google Search P PP
Google Display Network PP
GDN - Remarketing P P PP
YouTube PP P
Facebook – (Page/Post) P PP P
Facebook - Remarketing P PP PP
Yahoo Search P PP
Yahoo Native Ads P
Yahoo Fixed Position P P
Instagram PP PP

Copyright © Adams Company Limited. All rights reserved.
Digital Advertising & Consultancy
Channel List
19
Text Graphic Video / Animation
Google Search P
Google Display Network P P P
GDN - Remarketing P P P
YouTube P P P
Facebook – (Page/Post) P P
Facebook - Remarketing P P
Yahoo Search P
Yahoo Native Ads P
Yahoo Fixed Position P
Instagram P P

The real question is
COST-EFFECTIVE
Picure: http://www4.pictures.zimbio.com/gi/2009+USA+Outdoor+Track+Field+Championships+d6KepSOVT6ll.jpg

How to decide which digital
channel will perform better
than others?

How to decide which digital channel will
perform better than others?
• What Strategic Objectives are you trying to achieve?
• Target customers behavior
• Age/Sex/Interests/Education/Location
• Product Nature
• B2B Vs B2C
• Channel/Media Nature
• Social Media Vs Content Sharing
• Ad Design & Messaging/Call-to-action

What is your marketing objective?

What are the real success
metrics?

Adams Methodology
Defining Success Metrics
Brand
Reach
# of Websites/Posts
Impressions / Views
Customers
Subscription
Membership
Loyalty Program
Sales
Leads
Orders
Sales $
Confidential. Copyright © Adams Company Limited. 26

Measuring Brand Success?
• Brand Awareness
• Visibility
• Online Presence
• e-Branding
• Top of Mind
• Word of Mouth

It is always a Funnel!

Critical Mass
is EVERYTHING

390,000 people

CRITICAL MASS!
What is enough?
1,000,000

You are really
juggling a lot of
factors
Picture Source: https://upload.wikimedia.org/wikipedia/commons/d/d5/0012_FAMILIE_FALTYNY_Juggling_Tschechien.JPG

E-Mail
10%
Open
10%
Click
10%
Action
10%
Open
10%
Open
10%
Open
10%
Open

Search
0.5%
CTR
1%
Website
Action
15%
Sales
Impressions
Budget
Competitions
Ad Description
Average Position
4C Website Design
Simple Actions at the
glance
Lead time to follow
Value Propositions
Cost Effectiveness

Sample ROI Calculator

How to measure performance
effectively and objectively?

Global Ranking?
Local Ranking?

Fans?
Like Ratio?
Engagement
Rate?

Slides/Videos
Views?

Enquiry
Tracking

Tracking/Conversion Codes
Each platform may have
separate Conversion
Tracking tools…

An excellent tool for companies and advertisers
to evaluate ROI from all sources of internet traffic!

Basics of Google Analytics

Google Analytics
can ONLY
be treated as reference!
Monthly Statistics for August 2015
Total Hits 1,391,023
Total Pages 119,500
Total Visits 30,008

48
Google
Analytics
URL Link
Builder

Q & A

We look forward to collaborating with you!
www.adamshk.com
www.facebook.com/adams.news
www.youtube.com/adamshongkong
www.slideshare.net/adamshk

Integrated Performance Management and Optimization

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