B. What was the strategic communications challenge? Provide context on the degree of difficulty of this challenge and detail the business need the effort was meant to address.

State the business problems the effort was meant to address and the specific challenges/opportunities faced by the client and/or brand.

 

In conditions of the economic revival Foxtrot is ready to invest into development of online store with the purpose of turnover increase. In 2016 the increased competition is awaited in the spheres of organic and commercial traffic channels, which on average bring the online stores about 75% of revenue. There is an absolute leader, all the others are fighting for the 2^nd place². Taking in to account the peculiarities of the performance marketing, the competitive edge among the market players will be the dynamic campaigns’ optimization on the basis of concrete sales and efficient updating of the website functionality.

 

Data on organic and commercial traffic (delivered by Similarweb for the period from April,15, to September, 15 (Allo, Citrus, Foxtrot, Eldorado and Comfy)

2. http://www.trust.ua/news/124066-elektronnaya-kommerciya-v-ukraine.html

 

 

C. Define the audience you were trying to reach.

Describe your audience’s attitudes, behaviors, culture, etc. Why are they your target?

Male \ Female, 20+, income – middle and higher

 

D. What were your objectives? What were the Key Performance Indicators (KPIs) against your objectives?

Your entry may have one or all of the following objectives: A. Business, B. Behavioral, C. Perceptual/Attitudinal. State specific objectives for all of these that apply to your case and the measurement tools you planned to use. Each objective should be represented with a specific number (#) or percentage (%), an understanding of the timeframe and a prior year benchmark (or context regarding why the objective is significant if prior year KPI is unavailable). Explain why the objectives are important for the brand and growth of the business and which objectives were most important. Explain how objectives evolved and why.

 

Business goal on organic and commercial channels¹:

 

From April, 1, 2016 to March, 31, 2017 – to acquire the revenue of 345 million UAH on concrete sales; this is 75% higher in comparison with the similar period of the previous year. During the first six months, from April to September 2016 – 110 million UAH.

 

Average annual ROMI for all channels must be not lower 1200%²

 

Commercial traffic channels – search context, price aggregators, CPA and RTB networks.

ROMI is calculated and the ratio of gross revenue to expenditures (как соотношение валового дохода к расходам (including the commission fee and VAT)

 

 

A. What was the insight that led to the big idea? How did you get to that insight?

Describe what led to your idea – e.g. a consumer or business insight, a data-driven insight, a channel insight, a marketplace/brand opportunity, etc. Explain how the idea originated and how it addressed the challenge.

 

The customers and the agencies do not use effectively the services of conversion instruments. Their focus is deflected to the interim KPIs (traffic, conversion, visibility in search engines), which partially reflects the revenue from promotion and divides substantially the responsibilities’ areas. It results in the restricted information exchange, the delay in implementation of project statement for the website and databases, the overlapping and duplicating of the sales data.

B. In one sentence, state your big idea.

What was the core idea that drove your effort and led to the breakthrough results?What was at the very heart of the success in this case? The big idea is not the execution or tagline.

 

 

To conduct a yearly eCommerce campaign on the basis of Agile methodologies of project management that will provide the opportunity to shift to KPI’s business – revenue and ROMI.