“Performance marketing: How to achieve measurable success on the Internet” – Chisinau. Aprilie Lucian Despoiu, managing partner, KONDIMENT GROUP GmbH

Key topics  Measurement and optimization basics (Let’s Start with Analytics)  How to create a data-driven corporate culture (company-perspective)  Business- Excellency through Analytics (the next level)  Kondiment Group GmbH & Lucian Despoiu (quick facts) Measurable Online Success : Chisinau

1. Define Success Lets Start - 1

1. Define quantifiable Success Metrics Lets Start - 1

Ads == > Website == > Sign Up == > Sale Lets Start - 1

Cost per Sign up€ per Click Rateclient Ads === > Website === > Sign Up === > Sale How to start - 1

Lets Start - 1

2. Don’t rely on your designers/agency! Lets Start - 2

2. Don’t rely on your designers/agency! TRUST YOUR VISITORS! Lets Start - 2

MEDIA BUTTON Lets Start - 2

Button : 1.Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video

Lets Start - 2 Button : 1.Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video Landing Page Variations

Lets Start - 2 Button : 1.Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video Landing Page Variations

Example – Barack Obama - winning Lets Start - 2

Example – Barack Obama - winning Lets Start - 2

Lets Start - 3 Divide and Conquer!

Lets Start - 3

Lets Start Forget CLICKS!

How to start - 4 Clickstream Multiple Outcome Analysis Experimentation & Testing Voice of Customer Competitive Intelligence Insights

How to start - 4 Clickstream Multiple Outcome Analysis Experimentation & Testing Voice of Customer Competitive Intelligence Insights The GOLD The WHAT ELSE The WHY The HOW MUCH The WHAT

Lets Start - 5 Always Generate Actionability OUT of your Data! NO REPORTS, BUT Analysis!

Ecommerce Lets Start - 5

1. Create Visibility for internet projects Data-Driven Business Culture - 1

1. Create Visibility in the Boardroom for internet projects Data-Driven Business Culture - 1

Create Visibility in the Boardroom for internet projects? How? Try to make business meaning of your data for your directors/owners. (the very essence of Analytics) Talk: Sales increase/decrease, Return On Investment for every digital channel/campaign, Churn Prevention/Digital Care Strategies, Number of Happy Clients’s s collected >Don’t talk: screen resolutions, unique visitors, page views Data-Driven Business Culture - 1

Data-Driven Business Culture - 2 ( KONDIMENT has three individuals who have successfully passed the Google Advertising Professional Exam and five Google Analytics qualified individuals and it is the first Romanian company to become Google Analytics Authorized Consultant. var gaJsHost = (" == document.location.protocol) ? " : " document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); try { var firstTracker = _gat._getTracker("UA "); firstTracker._initData(); firstTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); var secondTracker = _gat._getTracker("UA "); secondTracker._initData(); secondTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); } catch(err) {} <!-- /servicii/web-analytics.aspxhttps://adwords.google.com/select/ProfessionalStatus?id=xNOTxredp4mYKmTkfzWtmQ&hl=en_ US./Templates/k/images/adwords.jpg/Templates/k/images/analytics.jpg

Don’t let Analytics Department/Internet Projects in the hands of the technical people! Data-Driven Business Culture - 2

Empower your data analysts! Lets them try! Make errors! Optimize!  Business Lessons learnt  SCALE UP Data-Driven Business Culture - 3

Encourage depersonalization of the decision-making process Data-Driven Business Culture - 4

Let DATA speak! Data in context: - Against yourself - Against the market/the competitors Data-Driven Business Culture - 4

Integrate data about your consumers through ALL channels/touch-points/campaigns Business Excellency - 1

Data Loading & Preparation Merge/Purge Processing Data Source Updates Data Quality Management & ETL Multi-Channel Synchronization Rules Engine Web Analytics & Reporting Reporting & Analytics Intergrated Campaign Data Warehouse All Prospect Data Source Files Customer Files Transaction Files Suppression Files Maintenance Files Marketing Mobile Marketing Campaign Management Promotions & Surveys Conversion Microsites Prospect, Suppresion & Activation Data Stores Input Source Files Multi/Cross-Channel Analytics Integration Multi Channel  Cross Chanel Management

Integrate the BI/Analytics Department in the FULL Customer Engagement Cycle Business Excellency - 2

- 70 people in the Group - 5 offices: Bucharest, Munich, Chicago, Yerevan, Nikosia - Google Analytics Authorized Consultant - Organizers of Google AdWords Seminar Leader in.ro Clients: - Turkish Airlines (online sales), - Government of Cyprus - CTO (international campaigns) - Tarom Airlines (Conversion Optimization, Analytics) - Government of Romania, Ministry of Foreign Affairs - BlueAir Airlines : analytics, conversion optimization-sales KONDIMENT GROUP GmbH

Portfolio of companies

How to measure and optimize online success. Thank you! Lucian Despoiu, managing partner