Case Study - KidMedics
 
<Enter Your Response - Mention 2 channels for each>
1. Paid:
1. Quora.
2.Google Adwords.
3.Twitter.
2. Owned:
1. Email marketing campaigns such as company newsletters.
2. Social media posts and blog including Facebook, Instagram and Twitter.
3. KidMedics official website and kidMedics aap.
3. Earned:
1. Product reviews on YouTube, social media, or blogs.
2. Media coverage of products, services, brand, or events
<Enter Your Response>
1. Awareness:
Since it is Start up budget for awareness can be 40%
• making potential customers aware of business, its brand, and products or
services..
• Boosting social media reach.
• Get more content shares.
• Increase ad impressions.
Engagement:
Budget for engagement can be 30%
That can be broken out any number of ways, including post Likes, Shares and
Comments, as well as the overall sentiment of the interactions (positive, negative,
indifferent). These will give a sense of what the overall interest-level of campaign was, with
higher engagement metrics usually indicating relevant, enticing ad content and
messaging.
Conversions:
Budget for conversion can be 30%
• To encourage audience on installation of the app
• Customer acquisition cost; convincing a potential customer to buy a product or
service. By installing app.
Allocate your budget
(in %) between
awareness,
engagement &
conversions. Mention
your reason for the
same.
Note: You can allocate a range of % among awareness, engagement and conversions
Thi
5 Awareness:
• The base unit for any campaign, Impressions measure how many times campaign creative was seen. For
Facebook ad or a banner ad, Impressions gives a sense of the overall exposure of campaign. Higher
Impressions are particularly important in an Awareness-phase campaign, where primary goal is generating
interest and knowledge of brand. The Cost Per 1,000 Impressions (CPM) metric gives you a sense of how
expensive or inexpensive those eyeballs were.
• Engagement is a great KPI to measure. That can be broken out any number of ways, including post Likes,
Shares and Comments, as well as the overall sentiment of the interactions (positive, negative, indifferent).
These will give a sense of what the overall interest-level of campaign was, with higher engagement metrics
usually indicating relevant, enticing ad content and messaging.
(b) Consideration
•Click through rate looking at how many people actually clicked ad once it appeared in their social media
timeline or YouTube or quora ads are being served. This gives an idea of how compelling creative messaging
and visuals are, and which versions of creative perhaps resonated best with audience
•Bounce Rate This measures the percentage of people who visited Download page or landing page and left
without interacting with the page.
(c) Purchase
•Procurement KPIs are measured across supply categories, buyer segments, and more. This metric will help
businesses ensure whether suppliers are delivering what was ordered and if it was delivered at the right time.
•Vendor performance management refers to the monitoring and analyzing of the reliability, quality, and
performance of company’s vendors. Monitoring vendors can helpcompany boost efficiency and profits, reduce
stock levels and inventory costs, and improve (both internal and external) customer satisfaction.
(d) Delight
•NPS(Net promoter score) is a short and simple way for measuring customer feedback. With only two questions
that refers to a concept and strategy, it provides a crucial insight as to how customers feel about your brand.
•Customer Lifetime Value (CLV) predicts the net profit attributed to the entire future relationship with a customer.
CLV can either be calculated as a business value that customer brings during the whole time of the relationship
with a company or as a value over a defined p