KPI

1. KPIs and Campaign Management June 2010

3. The first digital agency in Vietnam

5. Experiential Marketing

6. Trade EngagementNew 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.

7. Over 500 projects for local, regional & global companies

8. Our Mission To create remarkable and effective solutions to grow your brands in the fast evolving digital space.

9. Our beliefs One campaign = One Objective Digital channels are not created equal. Constantly measure campaign effectiveness using technology. Digital engages in a positive way.

10. 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

11. Simple Done Well wins.

12. Understanding the campaign objective Recommended Execution Campaign Objective Measure Reach Impressions &/or unique IPs Awareness Marketer Cost per acquisition CPC/CPA Model Acquisition Marketer Engagement Interaction & Brand experience RichMedia Marketer

13. 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

14. A wide variety of strategies Display Advertising Banners Acquisition Metrics In Game Banners Game Sponsored Content Videos, Applications, Groups, Forum Seeding website Promotion info Social & Viral Registration Digital PR Paid Search (SEM) EDM Clicks Organic Search (SEO)

15. A dizzying number of KPIs Display Advertising Banners CTR, Clicks, Reach Acquisition Metrics How do you make sense of all of these KPIs?` In Game Time On Site, Direct Traffic, Recurring Visitors Banners Game Sponsored Content Videos, Applications, Groups, Forum Seeding Depth of Engagement: Bounce Rate, Time On Site, Pages per Visit, Recurring Visitors Group Members, Views, Posts/Tweets website Promotion info Social & Viral Reach Registration Digital PR Clicks Paid Search (SEM) List size, Open Rate, CTR EDM Clicks Search Traffic, SERP Organic Search (SEO)

16. Channels appropriate for Brand Awareness Display Advertising Banners Acquisition Metrics In Game Banners Game Sponsored Content Videos, Applications, Groups, Forum Seeding website Promotion info Social & Viral Registration Digital PR Paid Search EDM Clicks Organic Search Only if information intensive category

17. Impressions

18. Reach and Frequency

19. Bad placements for Branding

20. Good placements for branding

21. Google Insights

22. Clicks

23. Wrong KPIs

25. Give away something for freeWarning – Clicks do not necessarily turn into sales! Clickers Non-Clickers

26. Poor Targeting

27. Lets get beyond the click!

28. Channels appropriate for Lead Generation Display Advertising Banners Acquisition Metrics In Game Banners Game Sponsored Content Videos, Applications, Groups, Forum Seeding website Promotion info Social & Viral Registration Digital PR Paid Search Analytics EDM Clicks Organic Search *Click Fraud Detection

29. eCPA – Effective Cost per Acquisition Only useful if there is a real dollar value to a lead Not applicable to FMCGs for instance eCPA = # of Leads Cost of media

30. Analytics for Data Segmentation and eCRM Fields to segment by: Age Gender Birth date (fun for astrology) Profession Family status/Size Income

31. Each Brand, Each Campaign requires its own unique media plan fully integrated with strategy and creative.

32. How to cut through and succeed

33. Diversify your reach

34. Focus on high-impact, low clutter environments.

35. Deliver innovative creative

36. Know your goals, and set success metrics accordingly

37. Please contactChris Tran, Director of DigitalCell: 0126-814-9225chris.tran@newmedia-edge.com