KPIs and Campaign Management June 2010 Who we are: • A full-service interactive agency • The $rst 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. Over 500 projects for local, regional & global companies Our Mission To create remarkable and eecve soluons to grow your brands in the fast evolving digital space. Our beliefs • One campaign = One Objecve • Digital channels are not created equal. • Constantly measure campaign eecveness using technology. • Digital engages in a posive way. One Campaign = One Objective • Campaigns have one single objecve, providing clear direcon to design and strategy. – Sales Promoons – Product Launches – Sample drives – Brand Dierenaon – Brand Awareness and Building – Lead Generaon – Loyalty Programs – eCRM programs Simple Done Well wins. Understanding the campaign objective Awareness Awareness Acquisition Acquisition Engagement Engagement Marketer Marketer Marketer Impressions &/or unique IPs CPC/CPA Model Rich Media Reach Cost per acquision Interacon & Brand experience Campaign Objective Recommended Execution Measure Choose Right Channel. Read the Right Report. We use a combinaon of our own adserving and on-site analycs providing: • Transparent and Appropriate Reporng • Live Reporng • Valuaon and opmizaon (where appropriate) of media channels throughout campaign • Click fraud prevenon [...]... 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: 012 6-8 1 4-9 225 chris. tran@newmedia-edge.com ... Bad placements for Branding Good placements for branding Google Insights Clicks 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 necessarily turn into sales! Poor Targeting Lets get... dizzying number of KPIs Display Advertising Display Advertising Banners Acquisition CTR, Clicks, Reach Metrics Banners In Game In Game Sponsored Sponsored Content Content Game Game Time On Site, Direct Traffic, Recurring Visitors Videos, Applications, Group Members, Views, Posts/Tweets Groups, Forum Social & Viral Social & Viral Seeding Registration Pages per Visit, Recurring Registration Reach KPIs?` Paid . KPIs and Campaign Management June 2010 Who we are: • A full-service interactive agency • The $rst digital. Channel. Read the Right Report. We use a combinaon of our own adserving and on-site analycs providing: • Transparent and Appropriate Reporng • Live Reporng • Valuaon