My previous post around email marketing in Thailand about Benchmark Email Marketing Fashion Industry Thailand revolved around the open rate providing a summarized data in line of weekly and hourly performance. It is very interesting to see some trends in terms of total email being sent against the open rate and click rate.

The graph below presents the scenario on the way total email influence click and open behavior of the email.
A very interesting insight that could be seen extracted from the graph below; both clicks and opens remains stable although the number of emails being sent are seen decreasing. It is one odd day where there were tons of clicks seen and on the similar day total unsubscribe trend is seen increasing. The trend continues in the similar pattern. And after 13 days it is seen increasing. Based on the chart below there are two action item the email marketing tea should start digging into.
1. Why the unsubscribe trend is seen increasing?
2. Type of promo served to the audience?
   

 

Online Commerce in Thailand is still crawling its baby step. Although the credit card penetration is increasing the interest of users in online sector can be outline as below: 

In my earlier post in June 2011No Traffic Segmentation is a Crime Against Analysis the emphasis of data segmentation and a short overview on the things which are needed to consider was mentioned. Segmenting the data to view the performance of the site will always yield into new discovery. Having mentioned segmentation it is always necessary to consider the Email marketing channel. The segmentation is a must and it should always be always measured against its KPI. Every vertical should have a KPI, if the vertical is not measured against the KPI there must be something wrong with the vertical itself and it is worth completely deleting the vertical.

Email marketing is one of the most profitable vertical and a it should be measured against its KPI. The KPI for email could be:

• Click Rate
• Open Rate
• Total Email Sent
• Conversion Rate

What the traffic data being gathered for the website is not being segmented? The data being viewed without segmentation is like not considering the the purpose of the traffic.  Every business should consider segmenting there visitors. Having segmentation allows a proper view of the purpose of traffic.

Certain things to be considered while viewing the data:

• Top level performance: An overview of the major KPIs , its performance over X weekdays, % change and probability for the upcoming weekday. A Graphical representation on the effect over the main KPI which would provide an immediate view over the performance.
• Secondary level: Break the Traffic in different segments and major its KPI compared with last weekday.
• Third level: Consider the top 5 negatives and top 5 positive and further break down the Secondary Level data.
• Fourth Level: Consider the origin of the data and keep the track of top changes or new entry among top 10.

Google Adwords provides various kind of reports which are available under the dimensions Tab. These Reports are available under a drop down menu and are namely -

• Day of the week
• Day
• Week
• Month
• Quarter
• Year
• Hour of day
• Destination URL
• Conversion Tracking purpose
• Conversion Action Name
• Demographic
• Geographic (Formerly: Geographic Performance Report)
• Search Terms (Formerly: Search Query Report)
• Automatic Placements

A combination of Search Query Performance Report (SQR) and Geographic Performance Report could provide an insight about the type of queries which are being triggered in a Country/Territory, City and Regional view of Keywords triggering impression and clicks. This combined approach could then guide any advertiser to open a separate campaign and target specifically the region and type of keywords.

Unfortunately at the moment we do not get these kind of reports but rather a separate report to check the Search Query Report and Geographical Performance Report. The workaround could be separating the campaigns and targeting them separately but this is not enough to see granular view of query data. The hidden information on how many clicks each of these keywords are being triggered in each region could help advertiser not only target the campaign but also lead towards classifying the marketing 3Ps (Product, Price and Promotion) separately.

If the optimization of keywords are being done with the aid of SQR and we are not considering the origin of the clicks than removing a country/territory, city and region than we are making a biased decision and are rather cutting off keywords considering the entire campaign. This is true for those advertiser whose Campaign are targeting multiple country at a time. Thinking out of the box, one campaign per country targeting is essential but than this would lead towards a massive change over the account and campaign structure. Hopefully, these kinds of services are available in the future, hence my wish list for Search Query Performance (SQR) and Geo Performance Report would hit the top of my request.

Geographic Performance Reports provides valuable information of the origin of clicks. There are various way optimization over the campaign can be done. Either by optimizing the keywords, adgroups or even by reviewing the CPC bid. These bid optimization could lead towards slashing down average position or reducing traffic by pausing keywords or Adgroups.This could be ideal traditional way of fine tuning campaign. But one vital source information is not considered by various advertiser when it comes to campaign optimization i.e. fine tuning Campaign with the aid of Geographical origin of Click.

Geographic Performance Report is one of the most efficient way of optimizing Campaign. This report provides the actual origin of the Clicks from Country, Region, Metro, and City. This report could be drilled down upto Adgroup level. This report is available in the Google Analytics but for those advertisers not opted into Google Analytics, Google Adwords Geographic Performance Report could be accessed from Client Report at MCC level and inside a Campaign at dimension tab. This report should be utilized efficiently to re-target the location.

Reports are vital for any kind of business either be offline or online. Various reports would have various needs and to carter these needs a daily, weekly or monthly reports could be considered vital. PPC reports are vital for every advertisers and these reports are a must. Some common report which needs to be prepared to measure the performance and also optimizing the campaigns. A guide over Daily, Weekly and Monthly report are discussed below.


Daily Report – A daily checks should be done over the budget and spend. A sanity check over the spending is a must so as to check there is no sudden spike over the spend. Other major KPIs should not be ignored like Avg. Pos, Clicks, Conversions etc.