MediaCom digital planning approach

LP - scripts plugged in pageSupplier/technology: GemiusWhere? Home page, in specific action buttonsPurpose: Collect data about succesfull click & specific actions (test drives, car configurator, contact form, price list) in ATL campaigns

Supplier/technology: Google AnalyticsWhere? Home page, every sub-site, specific actions (price lists, car configurator, test drives, contact form, etc.)Purpose: Collect data about performance of specific tools and placemnets in digital activities (for example: placement – onet, tool – paid serach, etc.)

Supplier/technology: XaxisWhere? Home page, models sub-sites, test drives, car configuratorPurpose: To collect data about users who visited LP and use ratergeting display emission. In addition this data allows to build a profile of the user who visits the site and use look-a-like modeling. In this way, we can display emissions directly to those potentially interested Skoda and thereby increase the range of the Campaign.

Supplier/technology: QuismaWhere? Home page, every sub-site, specific actions (price lists, car configurator, test drives, contact form)Purpose: Necessary data to Customer Journey project

Supplier/technology: Google AdWordsWhere? In 2D car configurator & „KNR” formPurpose: Collect data about no. of specific actions & CPA to optimize budget split

Conversion / Sale

Customer Journey is about measuring and evaluating the impact of communication channels on digital conversions

Search

FacebookContext

VOD

Mailing

Last Click Attribution

Individual Attribution

1

0.10.150.050.2 0.90.750.700.50

OtherGDNContextVODReach XaxisSEA BrandQuisma DCOSEA GenericImpactMailingGoogle Retarget-

ing Affiliate Social SEO

Historical path positions

Introducers ClosersAverage Customer Journey 2014

OtherGDNContextVODReach XaxisSEA BrandQuisma DCOSEA GenericImpactMailingGoogle Retarget-

ing Affiliate Social SEO

Customer Journey changes optimisation perspective

Introducers

4.5% 12.6% 82.9%

Influencers

Last Click Conversion Share %

13.5% 82.0%71.8%14.7%

+0.9 pp

+10.2 pp

Individual Model Conversion Share %

Closers

Thanks to Customer Journey analysis we can take into account cross-channel effects.

Channels assisting conversions benefit from attribution modelling.

The effect of closing channels on conversions is reduced by Customer Journey analysis.

Channel performance CPL Last Click

CPLIndividual

DiffBudget

Recommendation

Other 11 983 1 983 -83% -

GDN 2 912 1 779 -39% Reduce

Context 3 454 985 -71% Reduce

Reach 1 144 416 -64% Optimize

VOD 9 061 3 940 -57% -

Xaxis 1 381 800 -42% Optimize

SEA Brand 196 208 6% Full potential

Quisma Retargeting

251 150 -40% Increase

SEA Generic 1 096 1 312 20% Reduce

Impact 559 480 -14% -

Mailing 1 689 1 482 -12% Reduce

Google Retargeting

404 794 97% Reduce

Affiliate 37 41 11% Full potential

Social 116 138 20% Increase

SEO 113 369 227% -

AVG 225 225 -

Average CPL in 2014:

225 PLN

vs

Average CPL in 2013:

679 PLN

Source goes here

Overall Performance

Performance trend

Apr May Jun Jul Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

2,0451,879

1,504 1,4681,619

1,745

1,073

785 732

4,159

2,598

2,024

3,673

3,168

3,796

3,125

2,740 2,701 2,666

2,887

828

81

722

351

653460

797

2,138

1,644

201 142 104207 135 126 167 209 207

382267

Lead Volumen CPL

DMP PROJECT - How does it work?(scheme)

KPI in peformance activities: LEAD Generating (test drive and request for offer)

AFFILIATION & OTHER PERFORMANCE ACTIVITIES ARE A VERY IMPORTANT TOOL IN THE OVERALL PROCESS OF BUILDING A SALES PROSPECTING FOR THE DEALER NETWORK:THEIR PRESENCE AND EFFICIENCY OPTIMIZING HAVE A DIRECT IMPACT ON SKODA BUSINESS

All traffic from the performance activities is directed to the 2 dedicated Landing Pages:

1. with possibility to request a test drive2. with request for offer

WHY DEDICATED LANDING PAGES?

We use dedicated LP for performance activites beacuse:

- we want to encourage the user to perform a specific action (test drive or request for offer)- focus their attention to a specific purpose (there is no possibilites to leave the form and go to the other part of brand portal)- only with dedicated LP we can settle affliate activities with publishers in tipical performance model (cost per lead) - Still we can make use of cookies collected on these landing pages in further media process

Affiliate & Facebook forms

Test Drive form

Offer form

TEST DRIVE & REQUEST FOR OFFER:http://www.br.skoda-auto.pl/mikrostrony/jazdaprobna/http://www.br.skoda-auto.pl/mikrostrony/oferta/ 

Affiliate & Facebook forms - assumptions

3. WE HAVE FOLLOWING CODES IMPLEMENTED ON LP:- Quisma Media Platform (java script container)- Xaxis (JS)- GDE (Gemius) (JS)- Facebook Retargeting Code (only JS)- Facebook Conversion Tracking

1. LP design is based on the html5 + css + javascript

2. MEDIACOM TASKS:Preparing the FRONTED of whole website + preparation for integration it with SKODA ODS (according to specification)

GSM TASK is to carry out the process of integrating SKODA ODS with our LP

Why we have to use java scripts?

1. QMP Scripts are used to track the campaign (all measuring systems are based on technology JS)

2. With JS codes we have the ability to implement publisher codes to optimize their activities and finally settle accounts with them in a Efficiency Model (CPL) (For Performance Landing Pages)

3. We have the ability to configure various parameters and use these data to advanced approach to our campaigns e.g. Retargeting Strategies (for Brand Portal & Performance Landing Pages)

currently we use dynamic retargeting (DCO) in which creations get data from the measured parameters (eg. the car price list download with specific car model) - without JS scripts we would have prepared hundreds of extra static creations for each reatrgeting scenarios (thanks DCO we have budget & work saving / Retargeting is more effective)

4. There is the possibility of redirecting our user to the LP with specific car model (which he was interested in earlier) thanks to the dynamic retargeting (much better fit to the user needs, shortening the way to lead generating)

5. Additionally, in the case of LP with request for offer we use: - field changes depending on the engine version of the model - changes in the price range dependent on the car choice, which gives us custom approach per user

6. Performance marketing activities are very important part of the Consumer Journey (Closer part), and their correct measurement is only possible using the JS scriptcs

We only use tracking pixels on car configurator – there is no possibility to impelement JS codes on this part of SKODA webiste

EXAMPLE OF TRACKING PIXEL:<img style="border: 0;" width="1" height="1" src="https://tags.qservz.com/pixel?id=15171&type=img" />

WHY WE DO NOT RECOMMEND USING TRACKING PIXELS?

- Static solution - their implementation requires significantly more resources- We can use all possibilities to optimize our campaigns - disables dynamic

retargeting mode (can only be static)- Tracking pixels does not allow the settlement accounts with publishers

in CPL model in many cases & gives much less data to optimize their activities

Tracking pixels – not recommended