CENTRAL HUB OF VIETNAM

MARKETING & COMMUNICATIONS INDUSTRY

HANDS-ON TRAINING | INDUSTRY NETWORKING | GLOBAL EXPOSURE

SESSION 2: KPIs FOR EACH INDUSTRY

AND BEST PRACTICES
 Digital Country Lead Senior Digital Manager Assistant Manager
Trainer Profile 2020 - Present 2018 - 2020 2014-2017

Starting his career at Havas Media Vietnam in 2014 and now working as Senior
Digital Manager at Mindshare Vietnam, Mr. Tien has been working on top
advertisers in Vietnam such as Unilever, HSBC, Castrol, Mega We Care, L’Oreal,
K+,… During career path, he won 2 Mobile Marketing Association Awards –
Gold and Silver for campaign Surf in 2015, acquired expertise certificate with
Digital Academy at Spikes Asia 2016 in Singapore.  

Nguyễn Quốc Tiến Key awards:

• Bronze – Best in E-Commerce F&B – Asia E-Commerce Awards 2019 (SEA)
• Digital Academy – Spikes Asia 2016 (Singapore)
• Gold – CRM Building – MMA Smarties 2015 (Vietnam)
• Silver – Innovation – MMA Smarties 2015 (Vietnam)
• Young Talent of the year – Havas Media 2014
 • Recap about key digital KPIs
AGEND • Banking & Insurance practice
A • E-Commerce Practice
• FMCG Practice
• Retail Practice
• Real Estate Practice
• Automotive Practice
• Education& Training Practice
• Health Care Practice
 LET’S HAVE FUN AND HAVE
GREAT DISCUSSION TOGETHER
 RECAP ABOUT
KEY MEDIA KPIs
LET’S PICK UP KPI METRICS IN DIGITAL PERFORMANCE

Engagement Purchase
Impression
Lead
CTR
View
Arrival Rate
CPQL
Conversion Click
Rate
Conversion
Qualified
Leads Engagement
SOME KPIs WE MAY FOCUS WHEN IT COMES TO PERFORMANCE

Engagement Purchase
Impression
Lead
CTR
View
Arrival Rate
CPQL
Conversion Click
Rate
Conversion
Qualified
Leads Engagement
 LIST OF REFERENCE KPIs FOR PERFORMANCE
Click through rate (CTR) Tỷ lệ chuyển đổi

Conversion Chuyển đổi ra đơn hàng

Conversion rate (CR) Tỷ lệ chuyển đổi

Lead Tập hợp đối tượng khách hàng có phản hồi tới sản phẩm, dịch vụ của doanh nghiệp
sau chiến dịch Marketing. Đối tượng này được coi là khách hàng tiềm năng, có khả
năng thuyết phục mua hàng. Thông thường được xác định bằng thông tin liên lạc

Qualified Lead Tập hợp đối tượng được đánh giá có nhiều khả năng thành khách mua hàng so với
các khách hàng tiềm năng khác dựa trên thông tin, hành vi thu thập được thường
được phân tích bằng một quy trình khép kín.

Lower Funnel Cost per Action /Acquisition Chi phí trên một hành động mục tiêu (Điền form, đặt hàng …)
(CPA)

Cost per lead (CPL) Chi phí trên một khách hàng tiềm năng

Cost per qualified lead (CPQL) Chi phí trên một khách hàng tiềm năng được xác nhận

Purchase/ Sales Lượt mua hàng

Cost per order (CPO) Chi phí trên một đơn đặt hàng

Return on ad spending (ROAS) Lợi nhuận thu được trên chi phí quảng cáo

…
 SO HOW ABOUT FULL FUNNEL?

Upper Impression CPM

Funnel AWARENESS Frequency CPR
Reach

View VR CPV
ENGAGEMENT/ Click CTR CPC
Engagement ER CPE
CONSIDERATION Interaction

Lead CR CPL
Qualified CPQL
PURCHASE Leads

Lower LOYALTY/ Positive

Funnel ADVOCACY Social Buzz
Banking & Insurance Practice
WHAT ARE USUAL KPIs FOR PERFORMANCE ON THESE BRANDS?
AN EXAMPLE OF CONSUMER JOURNEY ON CREDIT CARD OPENING
AN EXAMPLE OF CONSUMER JOURNEY ON CREDIT CARD OPENING

CTR = 1% Conversion Rate = 50%

You see the banner You read the

You got to
and you click on the information, You
banner finish the form Thank you page
BUT IN FACT, IT IS NOT FINISHED YET THIS MAYBE LONGER

1% 20%
8
4000 40
Finished
Impression Click
Leads

50%

4 1
Qualified Actual
Leads Cards
15%
 HERE ARE SOME POSSIBLE ONLINE CONVERSIONS THAT MATTER

Banking
• KPIs for reference only (VNĐ):
Types or
Key KPIs Channel Mix CPL = ??
products
CPQL = ??
Home Loan CPA = ??
Facebook
Conversion Google
Personal Loan Lead/ QL SEM
CPL/ CPQL Affiliate
Car Loan CR Programmatic
CPA / GDN
(Retargeting)
Credit Card
 HERE ARE SOME POSSIBLE ONLINE CONVERSIONS THAT MATTER

Banking
• KPIs for reference only (VNĐ):
Types or
Key KPIs Channel Mix CPL = 80,000 – 300,000
products
CPQL = 150,000 – 650,000
Home Loan CPA = 600,000 - 1,000,000
Facebook
Conversion Google
Personal Loan Lead/ QL SEM
CPL/ CPQL Affiliate
Car Loan CR Programmatic
CPA / GDN
(Retargeting)
Credit Card
AN EXAMPLE OF THE FLOW FOR INSURANCE
 HERE ARE SOME POSSIBLE ONLINE CONVERSIONS THAT MATTER

Insurance
• KPIs for reference only (VNĐ):
Types or
Key KPIs Channel Mix CPL = ??
products
CPQL = ??
Life Insurance CPI = ??
Facebook
Conversion Google
Health Insurance Lead/ QL SEM
CPL/ CPQL Affiliate
Travel Insurance CR Programmatic
CPA / GDN
(Retargeting)
App Install
 HERE ARE SOME POSSIBLE ONLINE CONVERSIONS THAT MATTER

Insurance
• KPIs for reference only (VNĐ):
Types or
Key KPIs Channel Mix
products
CPL =20,000 – 100,000
CPQL = 150,000 – 340,000
Life Insurance
Facebook
Conversion Google
Health Insurance Lead/ QL SEM
CPL/ CPQL Affiliate
Travel Insurance CR Programmatic
CPA / GDN
(Retargeting)
App Install
Automotive Practices
WHAT ARE USUAL KPIs FOR PERFORMANCE ON THESE BRANDS?
TEST DRIVE IS A KEY KPI WHEN IT COMES TO AUTOMOTIVE
BESIDES THAT, IT CAN BE BROCHURE DOWNLOADS
HERE ARE SOME POSSIBLE ONLINE CONVERSIONS THAT MATTER

Automotive
• KPIs for reference only (VNĐ):
Types or
Key KPIs Channel Mix
products
CPQL = 1,200,000 – 1,700,000
Cost per download = 230,000
Facebook
Test Drives Google
SEM
Affiliate
Lead/ QL
Programmatic
/ GDN
Download (Retargeting)
Brochure Car Sites
FMCG Practice
WHAT ARE USUAL KPIs FOR PERFORMANCE ON THESE BRANDS?
FMCG BRANDS USUALLY CARE ABOUT SALES ON E-COMMERCE
THERE ARE 3 TYPES OF E-COMMERCE PLATFORMS FOR FMCG

E-Store on
E-Store on E-Store on
E-Commerce
brand site distributor site
Exchange
AN EXAMPLE OF SELLING PRODUCTS ON PARTNER’S SITE
 HERE ARE SOME POSSIBLE ONLINE CONVERSIONS THAT MATTER

FMCG Brands
• KPIs for reference only (VNĐ):
Types or
Key KPIs Channel Mix
products
CPP = 20,000 – 100,000

*FMCG Brands sometimes even

Online Sales
Facebook pay the cost per purchase higher
Purchase/ Google than the product itself
Conversion SEM
/ROAS (Shopping
Ads)
Online Orders
FROM FMCG PERSPECTIVES, E-COMMERCE IS
NOT ONLY A CHANNEL TO DRIVE SALES
SMALL RETAILS – ONLINE SHOPS
WHAT ARE USUAL KPIs FOR PERFORMANCE ON THESE BRANDS?
ONLINE SHOPS CARE ABOUT ONLINE ORDERS
 HERE ARE SOME POSSIBLE ONLINE CONVERSIONS THAT MATTER

Small Retail Brands

Types Key KPIs Channel Mix • KPIs for reference only (VNĐ):

Facebook CPE = 3,000-5,000 (Photo Post)

Engageme
(Engagement/
Online Order nt/ Online
Drive CPMessage = 13,000 – 70,000
Purchase
Message)
E-COMMERCE PRACTICES
 CRITICAL END TO END FACTORS FOR E-COMMERCE CAMPAIGN

1. BRAND’S STORE 2. ONSITE ACTIVATION

3. PAID MEDIA PROMOTION
COMMERCIAL DEALS MERCHANDISING AND VISIBILITY

Expand the target

Build up Brand’s awareness within audiences
Critical and Essential foundation for ecommerce sites
starting an ecommerce site Recruit new users to
Increase sale through all the increase Consumer
campaign activities database

E-commerce Fundamentals E-commerce Fundamentals Brand Disruptions

Product + Pricing Ecommerce Campaigns Paid Media (Search, Display,
Vouchers Monthly Brand’s Campaign/Brand Paid Social, video etc…)
Day
Gift with Purchase
Ecommerce owned visibilities
Content
Owned Media (link SEO to SIS,
Creatives Shipping
Content Marketing, Loyalty
Program)
 FUNDAMENTAL
CHECKLIST FOR
BRAND’S STORE AND
COMMERCIAL DEALS
✔ Brand’s Store Content and

Information

✔ Product Assortment and Pricing

✔ Rich product content and image

 Fundamental checklist for onsite
activation – merchandising and
visibility

✔ Ensure the brand has visibility on ecommerce sites:

✔ Search within ecommerce

✔ Visibility across key media assets owned by eCommerce

platforms, i.e. homepage, category banners

✔ Push notification message in eCommerce mobile app

✔ Email to eCommerce’s consumer database

SUMMARY OF OPPORTTUNITIES WITH ECOMMERCE PLATFORMS
Activities Metrics

•Shop in Shop of each Brand/ Campaign • Brand’s Share of voice of within Ecommerce
Awareness Landing Page • Impression/Store’s visitors
and Media •Ecommerce owned media • Product views among campaign and
Traffics Driven •Brand’s Special Campaign category
•Mega Campaign of Ecommerce Platform • Product view gain from traffics driven by
•Category Campaigns brand
•Media Traffics Driven for Brand’s Campaign
•Product Assortment – Promotion Listing

•Creatives of Brand Message • Bounce rate – Traffics quality control

Engagement/ •Product Assortment – Promotion Listing • Add to Wishlist/Add to cart ratio
•Gift with Purchase • What promotion/product – and channels fit
Purchase
•Product Content which each ecommerce site
Consideration • Conversion rate and sale performance

•Product Reviews and Comments • Sale Performance and Conversion Rate

PRM/Loyalty •Store’s Followers • Repurchase Rate
•Loyalty Program for Current Consumers • Product review and rating

Data Supplement for the entire funnel

•Targeted Consumers Segments

•Consumers Insight of each Ecommerce
Platform
•Optimize Traffics Performance for better
CR
 TWO APPROACHES FOR E-COMMERCE PAID MEDIA CAMPAIGN

ALWAYS ON EVENT BASE

Approach: Maintain a small Approach: Focus on big events such as

budget continuously to ensure 11/11, 12/12, brand day,… Drive traffic
that system has enough data for before event, and then retargeting on
daily optimization event day to seal deal
Suitable for: brand with small Suitable for: brand with high
budget, brand with low competitiveness on E-Commerce
competitiveness on (cosmetics, home electronics,
E-Commerce technology devices,..)
Real Estates Practice
WHAT ARE USUAL KPIs FOR PERFORMANCE ON THESE BRANDS?
REGISTRATION FOR SHOWFLAT
 HERE ARE SOME POSSIBLE ONLINE CONVERSIONS THAT MATTER

Real Estate Brands

Types Key KPIs Channel Mix

• KPIs for reference only (VNĐ):
Facebook
Google
CPL = 230,000 – 330,000
Online Lead/ SEM
Registration for Qualified Affiliate CPQL = 500,000 – 1,200,000
Showflat Leads Programmatic
/ GDN
(Retargeting)
Education brand practices
WHAT ARE USUAL KPIs FOR PERFORMANCE ON THESE BRANDS?
REGISTRATION FOR COURSE CONSULTING IS POPULAR KPI
 HERE ARE SOME POSSIBLE ONLINE CONVERSIONS THAT MATTER

Real Estate Brands

Types Key KPIs Channel Mix

• KPIs for reference only (VNĐ):
Facebook
Google
Online CPL = 100,000 – 200,000
Lead/ SEM
Registration for CPQL = 150,000 – 500,000
Qualified Affiliate
Course
Leads Programmatic
Consulting
/ GDN
(Retargeting)
THANK YOU
Contact
Telephone: +84 (28) 3911 5506
Website: http://aimacademy.vn
Facebook: facebook.com/AIMACADEMY.VN
Address: 146Bis Nguyễn Văn Thủ, Đa Kao Ward, District 1, HCMC, Việt Nam.