BASIC TRAINING
DIGITAL MARKETING BOOTCAMP
Dennis G. Adamo

INDEPENDENT
SITES
PARTNER SITES
SOCIAL
MEDIA
CHANNEL
MARKETING
Retail
co-op
marketing
Retail site
ads
Retail
loyalty
programs
Comparison
site ads/ &
sponsorship
Review site
ads &
sponsorship
SEO
SEM
Display
Mobile
SEM Mobile
Display
YouTube
Sponsorship
Facebook
Display
Branded
Retailer
Sites
Branded
Carrier
Sites
Review
Sites
Country
dotcoms
Global
Dotcom
B2B
Sites
Email
Marketing
Mobile
Site
Mobile
Sites
Global
SNS
Country
SNS
Facebook YouTubeTwitter Facebook YouTubeTwitter
Audience Specific Audience Specific
PAID
MEDIA
OWNED AND
EARNED MEDIA
Mobile
SEO
YOUR BRAND
The Digital Ecosystem in 2013

What is POE!!!!
3

Definitions and Media Types
4

Earned media … and Social Viral Media example!!!

Guidance in Strategy by Influence consumer purchasing decisions
UK Consumers’ purchase behavior research, Nielson (2012)
Key Digital Influencer

Defining the Digital Marketing KPI’s
What Key Performance Indicators are you Tracking?

campaign
objectives/
KPI setting
TA analysis
post buy
competitive
(tactics)
tools
selection
sites,
formats,
targeting's,
forecasts
analytics/
reviewing
KPI’s
Planning approach

Impressions - a single
instance of an online
advertisement being
displayed
Reach – number of unique
users who saw the
advertisement
Frequency – amount of times
a specific user is shown a
particular advertise.
Click-through rate (CTR) - the
average number of click-
through per hundred ad
impressions, expressed as a
percentage.
Unique click-through rate
(CTRU) - the average number
of click-through per hundred
users reached, expressed as
a percentage.
Conversion rate – The
percentage of visitors who
take a desired action.
CPM - Cost per thousand
impressions. CPM is used by
Internet marketers to price ad
banners. The letter "M" in the
abbreviation is the Roman
numeral for one thousand.
CPC - Cost per click
CPC is measured as:
Budget for position / Number
of clicks
CPT - Cost per thousand
unique contacts (users
reached).
Target reach – share of target
audience (among Internet
users) covered by ad
campaign
Targeting accuracy – share of
target audience in overall ad
campaign reach

Conversion
Conversion marketing
Attraction
efficiency
Targeting
Engagement
efficiency
Conversion
efficiency
Audience reach
Performance drivers
Key outcomes
Site visitors
Unique clicks
Active visitors
Click Thru (CTR)
Conversion
Repeat Visit
Purchases/
orders

TRAFFIC
Investment traffic forms Natural Search
Paid Search:
Display Ads:
SProjects:
Investment Traffic Natural Search
~30%
~70%
Paid Search
Display Ads
Special Projects
Yandex
Google
FB, VK
Only 10% of All Runet Users clicks on banners*
Almost 100% can see that
Display banner advertising raises the number of site visits by an average of 72%;
Increases the likelihood that users will use words that are seen in advertisements for the subsequent search for products in other systems (94%)*
*ComScore, Natural Born Clickers in Russia, april 2011
SITE
BANNER

Dwell time – minutes per
session
Depth of visit - average
number of site pages
downloaded by user
Bounce rate- represents the
percentage of visitors who enter
the site and "bounce" (leave the
site) rather than continue viewing
other pages within the same site.
Total number of visitors viewing
one page only/ total entries to
page
Attrition rate -percentage of
site visitors that are lost at
each stage in making a
purchase.
.

PLANNING
AD-SERVING AND
TRACKING
ANALYTICS
TNS Adriver Adriver
TNS Atelier Atlas Omniture
FOM Double click Live OS
Comscore Xaxis Yandex metrics
TGI Media Mind Sophus
Open sources
(Liveinternet, Rambler
Top 100, Mail stat)
MIG Suite Google Analytics
Reach, target reach,
frequency
Affinity, web
preferences,
Audience intersection
Impressions, reach,
frequency, Clicks,
unique clicks, CTR,
CPM, CPT
Visitors, passing index,
buying indicators, dwell
time, depth of visit,
bounce rate, attrition
rate, leads, CPA
Digital tools and types of data

•1. TNS Web Index.
•The main objective of Web Index project is
providing information on Internet-sites audience
size and scope based on 10K+ online panel and
tracking counters installed on the most popular web
sites. The key parameters are:
• Sites reach per day week/month, .
• Social-demographic scope on Internet-sites
audience (gender, age, occupation, income,
education, family size).
• Internet using frequency etc
•2. Comscore Media Metrix.
•Tool has the similar functionality to Web Index but
with several important advantages:
• Larger panel for Russia (30K+)
• Analysis of wider audience 15+ and not only big
cities
• More broadened list of sites including foreign
resources
•3. Comcon TGI (Target Group Index)
•TGI is a wide scale survey of goods and services
consumption and media audiences including:
• Consumption data (more than 400 categories of
goods and services)
• Media preferences (including online)
• Lifestyle preferences (200 lifestyle statements for
interests, psychographic typology etc)
Audience and site selection analysis tools

•1. Atelier.
•Planning software developed by TNS allows digital
planners analyze the following parameters:
• Site`s ranking
• Building the Audience crossing maps
• Forecasting of Targeted Reach across planning
campaign
• Timing optimization
•2. Adriver + TNS.
•Special tool allows to measure audience which
was reached by online campaign:
• Number of total unique visitors which seen each
online ad
• Their demographic profile (age, gender, income and
other attributes which are measured by TNS)
• Total demographic profile for all campaign
Planning optimization tools

How can we measure & manage KPI’s?
• ROI analysis
• Customers tracking
(promo codes / calling /
leaflets)
16
• Post-click analysis
• Conversion optimization
• Audit
• Daily monitoring
• Operative management
• Cost optimization
Ad platform Website LG
Agency responsibility

• Imagine if the W-A tool stretched to
retailer websites
• Now imagine if all the buying models
changed so you paid less for the the
publishers that didn't work so well.
(CPA models)
• Or imagine that when there's a
surplus of inventory, we can pay less
for it without having to renegotiate.
Or we could outbid our competitors to
block them from being seen.(bid
engines)
• Or imagine as experience grows, we
approach all the vendors to supply us
only the people who are more likely
to convert.(DSPs)
17
Prospectives

18
Image, promo
Reach & frequency
- Affinity
Sites with wide
reach/Thematic
sites/Lifestyle
Big formats, rich
media, non standard,
integration
Permanent
period/CPM
Sales/actions
Max clicks / leads
Min CPC/CPL
Sites with wide
reach/Thematic
sites/Search
Text links, small &
medium banners,
informers
CPC, CPA,
Frequency capping
Loyalty building
Reach, quality of
contact, contact
duration, Interactions,
participants
Sites with wide reach,
thematic sites, services
Announcements, cross
promo support, content
or game or Service
project
Project price
Objectives
KPI
Tools
Formats
Campaign models across types
Awareness
Max ad recall, top of
mind
Buying model
Number of sales, /
actions
Positive feedback

Index portals Mass
Media
Thematic Social
Media
Search Video
CPM 90 RUR 160 RUR 180 RUR 15 RUR - 680 RUR
CPT 350 RUR 750 RUR 650 RUR 360 RUR - 900 RUR
CTR 0,19% 0,15% 0,4 % 0,05% - 4,7%
CPC 50 RUR 110 RUR 45 RUR 27 RUR 23 RUR 15 RUR
Average statistics across categories

Different formats efficiency. MTS example
RichMedia
Standard
Interactive
Video
CTR
0, 12 %
CTR
0,20%
CTR
1,67%
CTR
1,55%
Response:
CPC:
67%
60%
Response:
CPC:
1 295% Response:
CPC:
1 194%
53%15%
Conclusion: video & rich-media provide 10 times higher response in comparison to
standard banners
Non standard banners usage enables to optimize CPC

Index Standard
banner
Rich
Banner
Full
screen
Video
banners
Pre-roll Post-Roll Text
block
CPM 65 RUR 200 RUR 525 RUR 35 RUR 330 RUR 320 RUR 15 RUR
CPT 400 RUR 630 RUR 640 RUR 700 RUR 1 300 RUR 460 RUR 500 RUR
CTR 0,14% 0,49% 0,9% 0,12% 6% 7% 0,08%-
0,1%
CPC 46 RUR 41 RUR 60 RUR 20 RUR 9 RUR 5 RUR 12-15
RUR
Average statistics across creative type

Examples and Cases of Earned Media Campaigns!

How brands in India are
leveraging social

Brands: Common challenges faced by social media marketers
basedondiscussionwith20seniormarketersinIndia
Tacticalapproach
87%
Lackoffocusontherightopportunities
DisconnectonKPI’s
94% 81% 76%
Digitalandtraditionaldivide
78%87%
Dysfunctionalprocesses+governance

Brands: Mixed results
Use online contests, offline programs and sticky
content to drive engagement.
Consistent evaluation of engagement, engaging
content, real-time conversations and customer support.

Brands: Standard Chartered Bank
isusingaunconventionalbrandedchanneltopromotecardproducts.

Brands: Successfully leverage video
withinterestingandrelevantcontent
Sunsilk innovated with an interactive channel.
Brands like Samsung, Nokia and Axe have
transferred their Facebook loyalty to YouTube

Brands: Entertainment channels dominate YouTube

Brands: Viral videos are finding favor with marketers and
users
‘Big Idea’ concepts drive better viewership

What we learned about Samsung
India

Content: Publishing a variety of formats to drive
engagement
Use of video adds variety
to posts on Timeline
Clear calls to action and
shortened trackable links are ideal

Brand/Fan interaction
inspires others to engage as
well
Community: LettinguserspostdirectlytoFBwall

Community: Using Facebook’s features to the fullest
Mission and
Community Rules are
clearly set forth
Includes other social links
Cover photo communicates
authenticity/national pride

Community: Responses are inconsistent across
channels
Spam
YouTube

Amplification: Using keyword rich titles help direct
users
How-to videos are
often the most
popular on YouTube

Amplification: Descriptions not optimized for SEO
Tags should be keyword
optimized for Search
Engine Optimization

Overview: Hampton Hotels
Part of the Hilton family, Hampton has over
1,800 locations around the world including
North America, Europe and India

Create a holistic strategy to drive
business objectives
“Bringing guests and prospects closer to
Hampton by building the brand and filling
available moments with the essence of
Hamptonality around the world.”

Used insights to create multi-platform
content Original Video
Engaging Formats
Photo Assets

Published content across the Hampton social ecosystem

Drove conversation with community management
Proactively addressing customer service
Developing relationships with advocates
Cultivating conversation

Amplified reach with paid social
Promoted Tweets Facebook Sponsored Stories

Driving measureable results for
Hampton Hotels
© HSAd/iCrossing
2M
YouTube Views
in
3 weeks
46%
increase in
Earned
impressions
over
3 months
57%
increase in
FB fans over
3 months

whats next..???