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Online Advertising

Report includes: 1 month(s) 49 day(s), from 05.04.2008 to 24.05.2008

Name

Start value

End value

Dynamic

Contains

Online Advertising

59,26 %

54,06 %

-5,2 %

Financial perspective	(37,1%, -19,1%)
Traditional advertising metrics	(62,5%, -11,78%)
Online advertising metrics	(57,8%, 11,7%)
Online payment models	(58,9%, -1,64%)

Graph for Online Advertising

Data for Online Advertising

Dates	Value
05.04.2008	59,26
12.04.2008	49,99
19.04.2008	42,72
26.04.2008	53,42
03.05.2008	57,26
10.05.2008	43,52
17.05.2008	49,74
24.05.2008	54,06

Financial perspective

Name

Start value

End value

Dynamic

Parent

Contains

Financial perspective

56,2 %

37,1 %

-19,1%

Online Advertising

Indicators

Sales

Return on investment

Graph for Financial perspective

Data for Financial perspective

Dates	Value	Weight
05.04.2008	56,2	1
12.04.2008	33,9	1
19.04.2008	53,55	1
26.04.2008	24,45	1
03.05.2008	50,75	1
10.05.2008	11,85	1
17.05.2008	42,7	1
24.05.2008	37,1	1

Sales

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Sales	7714	6490	-1224	Score	Maximize	Financial perspective

Description The amount of purchases tied to each advertising media
Target description [USD]

Graph for Sales

Data for Sales

Dates	Weight	Min	Max	Value
05.04.2008	1	1000	10000	7714
12.04.2008	1	1000	10000	3988
19.04.2008	1	1000	10000	9010
26.04.2008	1	1000	10000	1459
03.05.2008	1	1000	10000	2098
10.05.2008	1	1000	10000	2575
17.05.2008	1	1000	10000	1036
24.05.2008	1	1000	10000	6490

Return on investment

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Return on investment	37,13	16,22	-20,91	%	Maximize	Financial perspective

Description Measures the ROI in advertising

Graph for Return on investment

Data for Return on investment

Dates	Weight	Min	Max	Value
05.04.2008	1	5	90	37,13
12.04.2008	1	5	90	34,41
19.04.2008	1	5	90	20,385
26.04.2008	1	5	90	42,23
03.05.2008	1	5	90	80,905
10.05.2008	1	5	90	10,27
17.05.2008	1	5	90	77,25
24.05.2008	1	5	90	16,22

Traditional advertising metrics

Name

Start value

End value

Dynamic

Parent

Contains

Traditional advertising metrics

74,28 %

62,5 %

-11,78%

Online Advertising

Indicators

Effective Reach

Gross Ratings Points

Targeted Rating Points

Frequency *

* - Information for this metric is limited in sample report

Graph for Traditional advertising metrics

Data for Traditional advertising metrics

Dates	Value	Weight
05.04.2008	74,28	1
12.04.2008	47,25	1
19.04.2008	55,85	1
26.04.2008	69,78	1
03.05.2008	54,1	1
10.05.2008	74,13	1
17.05.2008	38,05	1
24.05.2008	62,5	1

Effective Reach

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Effective Reach	54,5	77,525	+ 23,03	%	Maximize	Traditional advertising metrics

Description The number of individuals reached by the advertisement at a particular frequency, divided by the total number of people within a universe, multiplied by 100

Graph for Effective Reach

Data for Effective Reach

Dates	Weight	Min	Max	Value
05.04.2008	1	5	80	54,5
12.04.2008	1	5	80	13,1
19.04.2008	1	5	80	64,625
26.04.2008	1	5	80	54,875
03.05.2008	1	5	80	45,875
10.05.2008	1	5	80	48,875
17.05.2008	1	5	80	11,375
24.05.2008	1	5	80	77,525

Gross Ratings Points

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Gross Ratings Points	80,055	69,94	-10,12	%	Maximize	Traditional advertising metrics

Description The Gross Impressions of a media buy divided by the population of the audience reached, multiplied by 100

Graph for Gross Ratings Points

Data for Gross Ratings Points

Dates	Weight	Min	Max	Value
05.04.2008	1	5	90	80,055
12.04.2008	1	5	90	30,67
19.04.2008	1	5	90	24,635
26.04.2008	1	5	90	59,91
03.05.2008	1	5	90	69,005
10.05.2008	1	5	90	57,19
17.05.2008	1	5	90	51,75
24.05.2008	1	5	90	69,94

Targeted Rating Points

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Targeted Rating Points	52,345	51,495	-0,85	%	Maximize	Traditional advertising metrics

Description The Targeted Impressions of a media buy divided by the population in the specific target segment, multiplied by 100

Graph for Targeted Rating Points

Data for Targeted Rating Points

Dates	Weight	Min	Max	Value
05.04.2008	1	5	90	52,345
12.04.2008	1	5	90	68,495
19.04.2008	1	5	90	88,725
26.04.2008	1	5	90	76,995
03.05.2008	1	5	90	69,345
10.05.2008	1	5	90	82,18
17.05.2008	1	5	90	76,995
24.05.2008	1	5	90	51,495

Online advertising metrics

Name

Start value

End value

Dynamic

Parent

Contains

Online advertising metrics

46,06 %

57,76 %

+ 11,7%

Online Advertising

Indicators

Click-through rate (CTR)

Conversion rate

Site stickiness

Unique visitors *

Web site traffic *

* - Information for this metric is limited in sample report

Graph for Online advertising metrics

Data for Online advertising metrics

Dates	Value	Weight
05.04.2008	46,06	1
12.04.2008	48,56	1
19.04.2008	29,74	1
26.04.2008	60,94	1
03.05.2008	59,94	1
10.05.2008	35,52	1
17.05.2008	67,28	1
24.05.2008	57,76	1

Click-through rate (CTR)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Click-through rate (CTR)	21,95	71,75	+ 49,8	%	Maximize	Online advertising metrics

Description The average number of "click-throughs" (clicking through an online advertisement to the advertiser's destination) per hundred ad impressions, expressed as a percentage.

Graph for Click-through rate (CTR)

Data for Click-through rate (CTR)

Dates	Weight	Min	Max	Value
05.04.2008	1	5	80	21,95
12.04.2008	1	5	80	55,325
19.04.2008	1	5	80	5,525
26.04.2008	1	5	80	37,55
03.05.2008	1	5	80	41,525
10.05.2008	1	5	80	45,275
17.05.2008	1	5	80	74,3
24.05.2008	1	5	80	71,75

Conversion rate

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Conversion rate	66,875	78,575	+ 11,7	%	Maximize	Online advertising metrics

Description The number of visitors who take a desired action divided by the total number of visitors , multiplied by 100

Graph for Conversion rate

Data for Conversion rate

Dates	Weight	Min	Max	Value
05.04.2008	1	5	80	66,875
12.04.2008	1	5	80	8,3
19.04.2008	1	5	80	12,35
26.04.2008	1	5	80	58,55
03.05.2008	1	5	80	47,525
10.05.2008	1	5	80	9,95
17.05.2008	1	5	80	68,225
24.05.2008	1	5	80	78,575

Site stickiness

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Site stickiness	5,62	3,8	-1,82	Score	Maximize	Online advertising metrics

Description The amount of time spent at a site by a visitor over a given time period
Target description [Minutes]

Graph for Site stickiness

Data for Site stickiness

Dates	Weight	Min	Max	Value
05.04.2008	1	1	15	5,62
12.04.2008	1	1	15	10,604
19.04.2008	1	1	15	5,284
26.04.2008	1	1	15	11,668
03.05.2008	1	1	15	14,37
10.05.2008	1	1	15	5,074
17.05.2008	1	1	15	2,218
24.05.2008	1	1	15	3,8

Online payment models

Name

Start value

End value

Dynamic

Parent

Contains

Online payment models

60,52 %

58,88 %

-1,64%

Indicators

Cost-per-action (CPA) *

* - Information for this metric is limited in sample report

Graph for Online payment models

Data for Online payment models

Dates	Value	Weight
05.04.2008	60,52	1
12.04.2008	70,25	1
19.04.2008	31,75	1
26.04.2008	58,52	1
03.05.2008	64,25	1
10.05.2008	52,57	1
17.05.2008	50,95	1
24.05.2008	58,88	1

Pay per click (PPC)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Pay per click (PPC)	3,07	3,655	+ 0,585	Score	Minimize	Online payment models

Description Payment amount for each visitor click-through
Target description [USD*0.01]

Graph for Pay per click (PPC)

Data for Pay per click (PPC)

Dates	Weight	Min	Max	Value
05.04.2008	1	1	10	3,07
12.04.2008	1	1	10	3,025
19.04.2008	1	1	10	8,083
26.04.2008	1	1	10	1,378
03.05.2008	1	1	10	4,852
10.05.2008	1	1	10	5,419
17.05.2008	1	1	10	7,111
24.05.2008	1	1	10	3,655

Pay per lead (PPL)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Pay per lead (PPL)	5,545	1,162	-4,383	Score	Minimize	Online payment models

Description Payment amount for each qualifying lead
Target description [USD*0.01]

Graph for Pay per lead (PPL)

Data for Pay per lead (PPL)

Dates	Weight	Min	Max	Value
05.04.2008	1	1	10	5,545
12.04.2008	1	1	10	3,097
19.04.2008	1	1	10	6,697
26.04.2008	1	1	10	6,238
03.05.2008	1	1	10	1,18
10.05.2008	1	1	10	7,417
17.05.2008	1	1	10	1,351
24.05.2008	1	1	10	1,162

Pay per sale (PPS)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Pay per sale (PPS)	2,098	4,249	+ 2,151	Score	Minimize	Online payment models

Description Payment amount for each qualifying sale
Target description [USD*0.01]

Graph for Pay per sale (PPS)

Data for Pay per sale (PPS)

Dates	Weight	Min	Max	Value
05.04.2008	1	1	10	2,098
12.04.2008	1	1	10	3,439
19.04.2008	1	1	10	3,907
26.04.2008	1	1	10	2,071
03.05.2008	1	1	10	1,594
10.05.2008	1	1	10	4,168
17.05.2008	1	1	10	3,43
24.05.2008	1	1	10	4,249

Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 28.04.2008 23:54:47