mc plus expressway digital online campaign_post campaign report

Post Campaign ReportPLUSMiles Digital Online Campaign

14th November 2010 – 1st May 2011

5/31/2011 :: 2

"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, aswell as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary toMPG & Havas Digital. This document includes ideas and information based on the experience, know-how, intellectual/creative effort of MPG &Havas Digital. For these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised orcommunicated, in whole or in part, neither to third parties to the public, without the express and written consent of MPG & Havas Digital”.MPG & Havas Digital. All rights reserved.

5/31/2011 :: 3

GENERAL OVERVIEW

Campaign Performance Overview

Total of 32,304 clicks have been delivered with additional 59 clicks being over delivered. Relevant Sites campaign showed to be more effective in generating clicks as the overall average

CTR is higher than Automotive Sites campaign (0.068% v/s 0.045%)

Campaign Performance Analysis

CLICKS CLICKS

CLICKS

Chart 1 Chart 2

Chart 3

Campaign Performance Analysis

Click Trends of Automotive Sites showed increasing numbers in West Malaysia Regions, indicates that the campaign got better over the period of time. (refer to chart 1)

Overall, West Malaysia Region becomes the most effective target regions in terms of generating clicks.

Putrajaya Region is less effective in terms of generating clicks. This indicates that the target audiences in this region is less responsive towards the campaign (refer to chart 3)

Automotive Sites campaign was able to generate highest no. of clicks during the 5th period of campaign (refer to chart 4)

Relevant Sites campaign was able to generate highest no. of clicks during the 1st period of campaign. Relevant Sites campaign performed better than Automotive Sites. (refer to chart 5)

Chart 4

Chart 5

Automotive Sites Performance Overview

No. Websites Clicks Impressions CTR (%)

1 automagazined.com 30 780 3.85%

2 kereta.info 14 24,810 0.06%

3 worldcarfans.com 10 7,194 0.14%

4 zerotohundred.com 8 50,109 0.02%

5 fastmotoring.com 7 11,105 0.06%

6 nitroplayer.com 6 2,492 0.24%

7 e-kereta.com 5 5,987 0.08%

8 topspeed.com 3 5,991 0.05%

9 paultan.org 2 940 0.21%

10 caranddriver.com 2 1,520 0.13%

11 dailytorque.com 2 2,796 0.07%

12 carsurvey.org 2 3,733 0.05%

13 wemotor.com 2 5,382 0.04%

Total 93 122,839 0.08%


1 bmwclubmalaysia.com 0 21 0.00%

2 mycarforum.com 0 69 0.00%

3 netcarshow.com 0 834 0.00%

4 justgoodcars.com 0 1,015 0.00%

Total 0 1,939 0.00%

PUTRAJAYA REGION


MY UEM REGION


1 automagazined.com 572 15,260 3.75%

2 carlist.my 290 1,238,482 0.02%


4 topspeed.com 176 232,127 0.08%

5 motortrader.com.my 126 156,083 0.08%

6 myviclub.com 61 134,992 0.05%

7 autoworld.com.my 53 181,182 0.03%

8 e-kereta.com 46 48,700 0.09%


10 paultan.org 13 11,376 0.11%



13 netcarshow.com 8 10,853 0.07%

14 mycarforum.com 3 981 0.31%

Total 1,580 2,142,935 0.07%


WEST MY REGION


1 carlist.my 4,104 12,058,983 0.03%

2 zerotohundred.com 1,546 6,294,543 0.02%

3 motortrader.com.my 1,504 1,433,379 0.10%

4 automagazined.com 689 26,695 2.58%

5 topspeed.com 389 538,585 0.07%

6 e-kereta.com 350 321,492 0.11%




10 paultan.org 100 61,249 0.16%

11 carsurvey.org 33 61,095 0.05%



14 netcarshow.com 11 20,002 0.05%

15 mycarforum.com 3 1,537 0.20%

16 bmwclubmalaysia.com 3 5,671 0.05%

Total 9,172 21,289,702 0.04%


1 topgear.com 0 1 0.00%

Total 0 1 0.00%



1 myviclub.com 5 12,900 0.04%

2 autoworld.com.my 4 14,840 0.03%

3 carlist.my 3 42,219 0.01%

4 motortrader.com.my 2 4,766 0.04%

5 cardomain.com 1 6,322 0.02%

Total 15 81,047 0.02%



2 cardomain.com 27 61,428 0.04%

3 zerotohundred.com 18 93,050 0.02%

4 wemotor.com 17 50,046 0.03%

5 carsurvey.org 15 30,278 0.05%


7 kereta.info 8 23,315 0.03%

8 bmwclubmalaysia.com 0 772 0.00%

Total 135 402,192 0.03%

PUTRAJAYA REGION

MY UEM REGION


1 autoworld.com.my 279 806,022 0.03%

2 kereta.info 73 244,076 0.03%

3 myviclub.com 44 111,901 0.04%

4 cardomain.com 33 87,938 0.04%

5 wemotor.com 17 66,463 0.03%


Total 449 1,333,346 0.03%

WEST MY REGION

Relevant Sites Performance Overview


1 tagged.com 1121 2,664,820 0.04%

2 y8.com 532 332,239 0.16%

3 facebook.com 166 79,016 0.21%

4 nst.com.my 85 65,109 0.13%

5 youtube.com 30 24,951 0.12%

6 everyday.com.my 26 9,592 0.27%

7 btimes.com.my 21 17,838 0.12%

8 mobile88.com 14 26,226 0.05%

9 metacafe.com 10 28,358 0.04%

10 sinchew.com.my 5 1,322 0.38%

11 multiply.com 5 1,914 0.26%

12 mmail.com.my 5 13,277 0.04%

13 sinchew-i.com 3 940 0.32%

14 wikimapia.org 2 574 0.35%

15 chinapress.com.my 1 180 0.56%

Total 2,026 3,266,356 0.06%


1 nytimes.com 0 1 0.00%

2 friendster.com 0 4 0.00%

3 cinema.com.my 0 4 0.00%

4 theedgemalaysia.com 0 5 0.00%

5 cuti.com.my 0 5 0.00%

6 monster.com.my 0 13 0.00%

7 guangming.com.my 0 32 0.00%

8 about.com 0 59 0.00%

9 jobstreet.com.my 0 63 0.00%

10 livesoccertv.com 0 130 0.00%

11 reuters.com 0 139 0.00%

12 photobucket.com 0 166 0.00%

13 ask.com 0 204 0.00%

14 livehealthclub.com 0 291 0.00%

15 deviantart.com 0 550 0.00%

Total 0 1,666 0.00%

PUTRAJAYA REGION


MY UEM REGION


1 tagged.com 4,030 8,015,018 0.05%

2 y8.com 1,560 1,226,940 0.13%

3 facebook.com 701 482,543 0.15%

4 lowyat.net 278 724,154 0.04%

5 youtube.com 88 63,191 0.14%

6 nst.com.my 88 70,658 0.12%

7 metacafe.com 83 122,805 0.07%

8 mobile88.com 39 37,920 0.10%

9 everyday.com.my 38 12,936 0.29%

10 btimes.com.my 25 26,344 0.09%

11 701panduan.com 13 24,517 0.05%

12 sinchew-i.com 5 643 0.78%

13 mudah.my 4 7,590 0.05%

14 multiply.com 3 3,348 0.09%

15 klue.com.my 1 1,120 0.09%

Total 6,956 10,819,727 0.06%






5 cuti.com.my 0 11 0.00%



8 chinapress.com.my 0 42 0.00%


10 reuters.com 0 88 0.00%

11 about.com 0 117 0.00%

12 livesoccertv.com 0 136 0.00%

13 photobucket.com 0 182 0.00%

14 ask.com 0 193 0.00%

15 wikimapia.org 0 220 0.00%

16 sinchew.com.my 0 264 0.00%

17 malaysiakini.com 0 421 0.00%

Total 0 1,814 0.00%


WEST MY REGION


1 tagged.com 2,687 5,277,602 0.05%2 y8.com 1,543 1,421,577 0.11%3 lowyat.net 1,523 3,124,344 0.05%4 facebook.com 1,491 931,137 0.16%5 nst.com.my 1,403 1,237,040 0.11%6 btimes.com.my 752 727,243 0.10%7 youtube.com 618 448,497 0.14%8 metacafe.com 308 449,101 0.07%9 mobile88.com 182 210,845 0.09%

10 everyday.com.my 174 69,446 0.25%11 sinchew-i.com 103 23,813 0.43%12 701panduan.com 87 127,813 0.07%13 wikimapia.org 80 37,903 0.21%14 sinchew.com.my 34 14,361 0.24%15 ask.com 23 34,365 0.07%16 multiply.com 16 19,343 0.08%17 about.com 10 13,965 0.07%18 chinapress.com.my 6 3,529 0.17%19 livesoccertv.com 6 6,932 0.09%20 photobucket.com 1 1,899 0.05%21 livehealthclub.com 1 2,180 0.05%

Total 11,048 14,182,935 0.08%


1 footytube.com 0 8 0.00%






7 cuti.com.my 0 157 0.00%



10 reuters.com 0 1,156 0.00%

11 deviantart.com 0 12,634 0.00%

Total 0 15,632 0.00%



1 lowyat.net 231 684,137 0.03%

2 lelong.com.my 48 120,181 0.04%

3 cari.com.my 28 110,912 0.03%

4 701panduan.com 5 13,688 0.04%

5 hi5.com 1 6,142 0.02%

6 klue.com.my 0 679 0.00%

7 malaysiakini.com 0 828 0.00%

8 mudah.my 0 3,624 0.00%

Total 313 940,191 0.03%


1 lelong.com.my 201 473,582 0.04%

2 cari.com.my 143 445,315 0.03%

3 mmail.com.my 23 111,865 0.02%

4 mudah.my 9 25,717 0.03%

5 hi5.com 6 24,980 0.02%

6 klue.com.my 2 7,399 0.03%

7 malaysiakini.com 1 9,701 0.01%

Total 385 1,098,559 0.04%


1 Lelong.com.my 89 210,697 0.04%

2 cari.com.my 36 92,132 0.04%

3 hi5.com 4 20,041 0.02%

4 mmail.com.my 3 12,453 0.02%

5 livehealthclub.com 0 558 0.00%

6 deviantart.com 0 898 0.00%

Total 132 336,779 0.03%

PUTRAJAYA REGION WEST MY REGION

MY UEM REGION

Overall Placements Performance Overview

Majority of performing websites was generated in West Malaysia region. Majority of non performing websites was generated in UEM region Highest Placement Effectiveness Level goes to West Malaysia Region (for both campaigns) Automagazined.com is the most effective website in the campaign as it was able to generate

highest no. of clicks and also highest CTR. Whereas carlist.my was able to generate many traffic (clicks and impressions), however it’s less effective than automagazined.com

Tagged.com was able to generate many traffic (clicks and impressions). However, chinapress.com.my and sinchew-i.com were more effective in terms of generating clicks with high CTR

Banner Ads Performance Overview

Banner Ads 160 x 600 contributed 8% of total clicks. CTR for both banner ads (Auto and CNY) is similar, indicates that the banner ad could perform

equally in terms of generating clicks

AUTO CNY


CNYAUTO

Banner Ads 300 x 250 contributed 33% of total clicks. CTR of the CNY banner ads is higher than the auto banner ads. This indicates that the CNY banner

ads was more effective in generating clicks.


AUTO

AUTO CNY

CNY

Banner Ads 468 x 60 contributed 6% of total clicks while Banner Ads 728 x 90 contributed the highest share of clicks of 53%.

CTR of the CNY banner ads is higher than the auto banner ads. This indicates that the CNY banner ads was more effective in generating clicks.

Banner Ads Performance Analysis

Majority of clicks were received from 728 x 90 banner Ads. 300 x 250 Banner Ads generated 21.4% of total clicks in Automotive Sites Campaign. 728 x 90 Banner Ads generated 45% of total clicks in Relevant Sites Campaign

Chart 6 Chart 7

5/31/2011 :: 20

LEADS ANALYSIS OVERVIEW

Overall Leads Performance

These are the actions by users tracked after they landed on PLUSMiles microsite from Media Contacts Traffic:

Leads Performance Analysis – By Months

Highest no.of leads were received in the 1st and 2nd period of campaigns which was from 15th Nov 2010 – 14th Dec 2010 and from 15th Feb 2011 to 14th Mar 2011. This indicates that valuable response from the target respondents were the highest during the month of November 2010, December 2010, February 2011 and March 2011.

Chart 8

Leads Performance Analysis – By Campaigns

Majority of respondents from Putrajaya Region clicking to PLUS main websites after they clicked the advertisement.

Majority of respondents from West Malaysia Region clicking to PLUS main websites after they clicked the advertisement.

Chart 9

Chart 10


Majority of respondents from UEM Region clicking to PLUS main websites after they clicked the advertisement.

There are total of 16 direct visit to the PLUS promotion landing pages. Majority of further responds are clicking to PLUS main website and submitting feedback form.

Chart 11

Chart 12


Majority of leads were generated from Relevant Sites campaign (as it contributed 61% over total leads).

Automotive Sites campaign only generated 39% of total leads.

Chart 13

Leads Performance Analysis – By Websites

330 leads

367 leads

230 leads

92 leads

166 leads

287 leads

267 leads

153 leads

65 leads83 leads


Chart 14

Chart 15


Majority of leads were generated from tagged.com followed by lowyat.net at the 2nd position Majority visitors of lowyat.net directed themselves to PLUS main website after they clicked the

advertisement shown in lowyat.net Majority visitors of tagged.com submitted feedback form and tried to find out customer service list

after they clicked the advertisement shown in tagged.com

Chart 16

Leads Performance Analysis – By Cities

Type of Leads Cities No. of Leads

Clicking to PLUS main website

Kuala Lumpur 806

Petaling Jaya 191

Johor Bahru 73

George Town 68

Ipoh 59

Shah Alam 58

Seri Kembangan 34

Malacca 32

Kajang 29

Puchong 23

Taman Cuepacs 20

Putrajaya 14

Butterworth 13

Kulim 13

Cyberjaya 10


Clicking to PLUS main website

Alor Setar 9

Perai 9

Sungai Petani 8

Subang Jaya 7

Seremban 7

Bandar Baru Bangi 7

Bukit Mertajam 4

Upm Serdang 4

Senai 4

Usm Pulau Pinang 3

Kangar 2

Bayan Lepas 1

Permatang Pauh 1

Hamburg 1

Parit Raja 1

Kuantan 1

Kota Bharu 1

Port Dickson 1

Batu Caves 1Total Leads 1,515



Submitting feedback form

Kuala Lumpur 311

Petaling Jaya 61

George Town 41

Johor Bahru 32

Shah Alam 26

Ipoh 25

Seri Kembangan 16

Malacca 16

Puchong 14

Butterworth 8

Seremban 8

Putrajaya 7

Kajang 4

Perai 4

Alor Setar 4



Taman Cuepacs 4

Bandar Baru Bangi 4

Sungai Petani 3

Cyberjaya 2

Subang Jaya 2

Senai 2

Kuantan 2

Kangar 2

Kulim 2

(not set) 1

Bayan Lepas 1

Bukit Mertajam 1

Kelang 1

Alor Gajah 1

Usm Pulau Pinang 1

Total Leads 606



Finding out customer service list (branch list)

Kuala Lumpur 252

Petaling Jaya 54

George Town 27

Ipoh 17

Johor Bahru 14

Shah Alam 13

Puchong 10

Malacca 9

Putrajaya 8

Kajang 5

Seri Kembangan 5

Butterworth 4

Alor Setar 3

Seremban 3

Usm Pulau Pinang 3


Finding out customer service list (branch list)

Bandar Baru Bangi 2

Cyberjaya 2

Kulim 2

Subang Jaya 2

Sungai Petani 2

Taman Cuepacs 2

Alor Gajah 1

Bukit Mertajam 1

Port Dickson 1

Upm Serdang 1

Total Leads 443


Majority of leads were generated from Kuala Lumpur and the position is followed by Petaling Jaya at the 2nd place.

Chart 17

Leads Performance Analysis – By States

Type of Leads

CitiesNo. of Leads

Finding out customer service list

(branch list)

Federal Territory of Kuala Lumpur 261Selangor 87

Pulau Pinang 35Perak 17Johor 14

Melaka 10Federal Territory of Putrajaya 8

Kedah 7Negeri Sembilan 4

Total Leads 443



Federal Territory of Kuala Lumpur

323

Selangor 122

Pulau Pinang 56

Johor 34

Perak 25

Melaka 17

Kedah 9

Negeri Sembilan 8

Federal Territory of Putrajaya

7

Perlis 2

Pahang 2

(not set) 1

Total Leads 606

Type of Leads

CitiesNo. of Leads

Clicking to PLUS main

website

Federal Territory of Kuala Lumpur 866Selangor 324

Pulau Pinang 99Johor 78Perak 59

Melaka 32Kedah 30

Federal Territory of Putrajaya 14Negeri Sembilan 8

Perlis 2Pahang 1

Hamburg 1Total Leads 1,514

Leads Performance Analysis – By States

Majority of leads were generated from Federal Territory of Kuala Lumpur and the position is followed by Selangor state at the 2nd place.

Chart 18

Leads Performance Analysis – Summary and Reccomendation

Majority of clicks and leads were generated from Relevant Websites. The overall campaign was most effective in terms of generating clicks during the period of Nov

2010, Dec 2010, Feb 2011, and March 2011 Automagazined.com, tagged.com, lowyat.net, chinapress.com.my, and sinchew-i.com are gave the

most valuable contribution to the campaigns in terms of generating effective no. of clicks and leads.

Kuala Lumpur and Selangor were the most effective area for the campaign as they were able to generate distinct no. of leads.

SUMMARY

RECCOMENDATION The best type of campaign to run in the future is Relevant Websites campaign as this type of

campaign is able to generate great deal of traffic in terms of clicks and impressions which indicates that the advertisement will get maximum exposure and effective respond from the target audiences.

It’s the best to target Kuala Lumpur and Selangor for future campaign as the client’s target audiences are mostly from these two areas.

PLUSMiles Digital Campaign Campaign Screen Shots

12

Carlist.my

5/31/2011 :: 37

TopSpeed.com

5/31/2011 :: 38

Myviclub.com

5/31/2011 :: 39

Autoworld.com.my

5/31/2011 :: 40

Wemotor.com

5/31/2011 :: 41

Btimes.com.my

5/31/2011 :: 42

Nst.com.my

5/31/2011 :: 43

PLUSMiles Digital Campaign Campaign Architecture Document

(CAD)

12 Nov 2010

Campaign Architecture

Architecture Overview

Geo Targeting Segment Campaign Architecture Approach

1 Master Account

8 Main Campaigns (by Geo Targeting)

36 Ad Groups based on different website categories

4 Creatives for each Ad groups – Green Colour Version

A total of 144 Creative Banners Uploaded

Architecture Design & Planning hours: 3 Hours

Hours taken to complete: 9.5 Hours

Human Resource: 4

Revisions: 1

Completed Date: 12 Nov 2010

8 Main Campaigns

36 Adgroups

paultan.orgmotortrader.com.myzerotohundred.comautoworld.com.mye-kereta.comtopspeed.combmwclubmalaysia.comfastmotoring.comcardomain.comwemotor.comtopgear.commyviclub.com

netcarshow.comdailytorque.commycarforum.comworldcarfans.comcaranddriver.comcarsurvey.orgjustgoodcars.comautomagazined.comkereta.infocarlist.mynitroplayer.com

Website List - Automotives

Social Media & Blogs• facebook.com• tagged.com• friendster.com• multiply.com• y8.com• hi5.comLocal Popular• mudah.my• lowyat.net• cari.com.my• 701panduan.com• lelong.com.my• cinema.com.my• mobile88.com• everyday.com.my• klue.com.my• livehealthclub.com

News & Business & Finance• cnn.com• nst.com.my• nytimes.com• malaysiakini.com• hmetro.com.my• bbc.co.uk• chinapress.com.my• sinchew-i.com• sinchew.com.my• guardian.co.uk• reuters.com• businessweek.com• guangming.com.my• mmail.com.my• bloomberg.com• btimes.com.my• theedgemalaysia.com• forbes.com• channelnewsasia.com

Job Portal• jobstreet.com.my• monster.com.my

Sports• goal.com• livesoccertv.com• footytube.com

Videos & Multimedia Contents• Youtube.com• photobucket.com• imdb.com• metacafe.com• deviantart.com

Travel & Holidays• cuti.com.my

Reference & Others• ask.com• wikimapia.org• about.com

Website List – Relevant Websites

Creative Segments Methodology

Total of 4 Units of Creative Banners were used:1. 728x90 Flash Banner2. 468x60 Flash Banner3. 160x600 Flash Banner4. 300x250 Flash Banner

144 Banners were uploaded into the system Creative Segments execution is to ensure proper tracking & ease of future data

analysis Any Promo banners in the future will be added to each ad group

Creative Version: Green Colour

Actual Size 728x90

468x60

300x250

160x600

Banners Landing Page URL Tracking (Passing data to Google Analytics )

Landing Page URL was tagged with various parameters recognized by Google Analytics to identify the traffic / conversion source:

1. Geo Targeting – to indentify the IP Geo Targeting

2. Campaign - to indentify & differentiate Media Contacts Traffic

3. Website– from which website’s banner does the user clicked on?

Banners Landing Page Tagging URL

Original Landing Page URL: http://plusmiles.com.my/portal/landing/1/index.html

Tagged Landing Page URL (To pass data to Google Analytics installed on Landing Page)

1. West Coast Targeting http://plusmiles.com.my/portal/landing/1/index.html?utm_source=mcplusmileswest&utm_medium={ifContent:content}{if

Search:search}&utm_campaign={placement}&utm_term={keyword}&utm_content={creative}

2. Putrajaya Targeting http://plusmiles.com.my/portal/landing/1/index.html?utm_source=mcplusmilesputra&utm_medium={ifContent:content}{if


3. PLUS Building Targeting http://plusmiles.com.my/portal/landing/1/index.html?utm_source=mcplusmilesplus&utm_medium={ifContent:content}{ifS

earch:search}&utm_campaign={placement}&utm_term={keyword}&utm_content={creative}

4. UEM Buidling Targeting http://plusmiles.com.my/portal/landing/1/index.html?utm_source=mcplusmilesuem&utm_medium={ifContent:content}{if


Landing Page - Google Analytics Tracking

1. Visit PlusMiles Main Website

2. Enquire about PLUSMiles

3. Find Out List of Customer Service Centres

Point to URL:

1- http://www.plusmiles.com.my/

2 -http://211.25.171.89/ccoms/feedback.asp (External Site)

3 - http://www.plusmiles.com.my/portal/CustomerServiceList.aspx

Landing Page Conversion Tracking Parameters

We have identified 3 Main Parameters to track CONVERSIONS from clicks to website

It was done by pasting Google Analytics Code onto Landing Page

Google Analytics – Main Landing Page URL Tracking Code

<script type="text/javascript">

var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-19523732-1']);_gaq.push(['_trackPageview']);

(function() {var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);

})();

</script></head>

GOAL 1, 2,3 – Tracking Code

<tr><td><a href="http://www.plusmiles.com.my/" onClick="_gaq.push(['_trackEvent', 'Links', 'Button',

'plusmiles']);"

><img class="link1" src="images/button1.png"></a>

<a href="http://211.25.171.89/ccoms/feedback.asp" onClick="_gaq.push(['_trackEvent', 'Links', 'Button', 'Feedback']);"

><img class="link2" src="images/button2.png"></a> <a href="http://www.plusmiles.com.my/portal/CustomerServiceList.aspx" onClick="_gaq.push(['_trackEvent', 'Links', 'Button', 'CustomerServiceList']);"

><img class="link3" src="images/button3.png"></a> </td></tr>

5/31/2011 :: 75

Thank you! Obrigado! Gracias! Merci! Grazie! Arigatô! Vielen Dank! Terima Kasih! 谢谢您!

mc plus expressway digital online campaign_post campaign report

Documents

utmcampaignplacementamp

utmtermkeywordamp

leads performance

cny banner

cny banner

auto banner

automotive

relevant sites