This document outlines the agenda for a masterclass on performance marketing in a digital world. The masterclass will cover introductions to performance marketing, performance on Facebook and Google, and best practices from across the region. It will include Q&A sessions. The document also provides background information on ForestView, the performance marketing company hosting the event, including their geographical presence and focus on bottom line expertise. Additional slides define performance marketing, outline key performance metrics and optimization techniques, and emphasize the importance of data and continual optimization in performance campaigns.

1. Welcome to
“Performance Marketing
in a Digital World”
Masterclass
by Zhivko Kalotov,
Country Manager, ForestView Bulgaria

2. Our Agenda
10:00-10:05 Welcome words by BAA
10:05-10:30 Intro on Performance Marketing
10:30-11:00 Performance on Facebook
11:00-11:15 Q&A
11:15-11:45 Networking break
11:45-12:15 Performance on Google
12:15-12:30 Q&A
12:30-13:15 Best Practices from across the region
13:15-13:30 Q&A

3. FORESTVIEW
BOTTOM LINE EXPERTS
Who we are

4. Performance
Marketing Company
Geo Presence:
GR/HU/RO/BG/CY
HR: 39
ForestView is the Performance Agency of TDG,
the leading Digital Marketing Group
in CEE, SE Europe & MEA

5. GR
HU
RO
LOCATIONS
GR
BU
CAMPAIGNS
+10 COUNTRIES
ASIA AMERICAS
AFFRICA
Geographical Coverage
of ForestView

6. How “digital” is Bulgaria?

7. 99% 99%
97%
96%
92%
90% 90% 90% 89% 89% 89%
88%
86% 86%
85% 84%
83% 82% 82% 82% 81%
80%
79% 79% 79%
78% 78% 77%
77% 76%
75%
75% 74%
73%
72%
69%
68% 68% 67%
65% 64%
62%
61%
60% 59%
56%
53%
51%
50%
46%
46%
44%
39%
34%
26% 26%
0%
20%
40%
60%
80%
100%
68% of BG consumers are online
Online penetration in %
Source: TNS, Connected Consumer Study, 2013

8. Penetration of connected devices in Bulgaria (in total population)
66%
28%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
28% use a Smartphone, 8% a Tablet in Bulgaria
TabletDesktop/ Laptop/
Webbook
Smartphone
Source: TNS, Connected Consumer Study, 2013

9. Smartphone penetration in UK, GER, BG
30%
18%
51%
29%
62%
40%
28%
0%
10%
20%
30%
40%
50%
60%
70%
UK DE BU
Q1 2011 Q1 2012 Q1 2013
… BG is close behind GER (1 year) & UK (2 years)
Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013

10. Penetration of connected devices in Bulgaria
66%
28%
8%
90%
51%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total population 18-34 years
Also: Watch out for the Generation Y!
TabletDesktop/ Laptop/
Webbook
Smartphone
Source: TNS, Connected Consumer Study, 2013

11. Google Confidential and Proprietary
% of online users who bought online (average of 36 products)
18%
27%
19%
32%
39%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
BG RO HR DE UK FR
Online Purchase
18% of purchases (base: 36 products) in BG are
made online
11
Source: TNS, Consumer Barometer, 2013

12. Google Confidential and Proprietary
% of online users who bought online resp. researched online before buying
18%
27%
19%
32%
39%
28%
71%
77% 77%
60%
63%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
BG RO HR DE UK FR
Online Purchase Online Research
… but 71% research online prior to purchase!
12
Source: TNS, Consumer Barometer, 2013

13. Google Confidential and Proprietary
% of online users who bought online resp. researched online before buying
18%
27%
19%
32%
39%
28%
53% 51%
59%
31% 30%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
BG RO HR DE UK FR
Online Purchase Research online, Purchase Offline (ROPO)
53% do “ROPO” (Research Online, Purchase Offline)
13
Source: TNS, Consumer Barometer, 2013

14. So What is
Performance Marketing?
Online marketing and advertising programs which focus
on the completion of specific actions such as a
Click, lead, sale, registration, download etc.

15. Performance Marketing Funnel
Cost Per Fan / Engagement

16. Performance Campaigns
Less Risk
Pay Upon Results
Possible Desired Action
Click, Sale, Like , View Video, Registration,
Download, Subscription, Call, Lead, Fan,
Engagement
Reward

17. Advertiser
Wins
Performance
Partner
Wins
Business Model
Results Aligned Interest
KPI

18. Most Important Element of Performance Marketing?
Business
KPI’s01
Marketing
KPI’s02Campaign
Metrics03
Items Sold
Sale with Coupons
Revenue
Gross Margin
Net Profit Margin
Unique Users
Impressions
Email Open Rates
Clicks
Leads / Likes / Actions
Video Views
Engagement
Awareness
Message Association
Affinity
Intention to Purchase
Cost Per Lead / Cost
Per Action
Coupon Redemption
See The Forest for the Tree
Define the Performance KPI

19. Campaigns need to look at both sides
to optimize results
See The Forest for the Tree
Outbound
Inbound
Outbound Marketing
1 Measurement of results-campaign attribution.
2 Campaigns Driving Action
3 Retargeting
4 E-mail Marketing
Inbound Marketing
1 Site Conversion Funnel
2 Custom Landing Page
3 Direct & SEO Traffic
4 Content Marketing

20. The Secret

21. We have
the data

23. Measure What?
Conversions
Sales revenue
Number of leads
Conversion Rate
Cost Per Action
Lifetime value of customers
Registrations
Cost Per Like
Engagement
KPIs

25. OPTIMISATION
Split Test Creative
Images
Text
Call to Action
Creative
Optimize
What?
Media
Channel
Type of ads
Placement Positioning
Targeting
Interests
Age Groups
Gender
Location
Behaviour
Buying
Time
Bidding Techniques
Predictive Bidding

26. Optimization Never Stops
A natural
process
It happens
every day

27. Old Digital Media Plans

28. Financial Offer
See the big picture
See the forest for the tree
Thank You!