• Projects overview

• Campaign Monitoring

• Social Media

• Branding & Creative

• Web Analytics

• Other cases

AGENDA

DPTS @VGIC – Steering of digital product campaigns in 2014 PROJECTS OVERVIEW

2014 2015

Beetle Realignment

Beetle Repositioning

Phaeton Trade-in

Tactical

Touareg 4 Motion Go Young Cluster

Touareg GP Launch

VW Engine Labeling VW NEV

VW Dashboard

2012 2013

Campaign monitoring

Social Media

Web design & dev Branding

Tony&Guy

Toshiba Singapore

Beijing Riviera Vila

XYD Travel Penguin China

German Chambers

ReFox Relocation

Attract China

SlowBoat

My FM

Priva China

iHP

Flo

Park Hyatt

Vantone PR Bookworm

Morgan Cars

anyScale Design

Continental Automated driving

Social Media

Up!

PR Crisis

Trend

VW Trend Study VW Sagitar &

Emission Crisis

Research

Audi Emobility Nivea MPM

• Projects overview

• Campaign Monitoring

• Social Media

• Branding & Creative

• Web Analytics

• Other cases

AGENDA

CAMPAIGN MONITORING CLIENT: VGC & VGIC PROJECT: CONTINUOUS VGIC CAMPAIGN TRACKING DATE: FEBURARY 2014- ONGOING

Leading a multicultural multidisciplinary team of 4+, responding directly to GM and being the direct contact to VGIC

Identification of campaign KPIs and benchmarks across media efficiency and web engagement

Leverage GA as main tool to track & optimize campaign site traffic quality based on metrics of visit, UV, duration, bounce rate, conversions, etc.

Recommendation for potential improvements of website, online stores, offline activities, etc.

Optimize marketing ROI through steering of selected channels and activities

Communicating and aligning for online dashboard features, which allows the automated tracking and integration of all relevant data points in one place

Online dashboard tool provides real-time performance overview, immediate optimization

Providing customized reports for additional insights and learning

ONLINE DASHBOARD CLIENT: VOLKSWAGEN GROUP IMPORT COMPANY PROJECT: DPTS DASHBOARD AND TRACKING DATE: OCTOBER 2014 – ONGOING

• Projects overview

• Campaign Monitoring

• Social Media

• Branding & Creative

• Web Analytics

• Other cases

AGENDA

SOCIAL MEDIA CLIENT: SKODA PROJECT: SKODA BRAND & MODEL SOCIAL LISTENING DATE: 2014 - 2015

Leading a multicultural multidisciplinary team of 5+, responding directly to GM and being the direct contact to Skoda

Track and analyze brand & product level online buzz, sentiment, emotional perception in comparison with competitors through forums, blogs and microblogs, WeChat, user generated content platforms and the like

Quantitative and qualitative analysis over time and identification of critical issues

Improve the translation of social media data into insights and decision making by analyzing existing data, tools and workflows

RESEARCH & SOCIAL MEDIA CLIENT: AUDI INNOVATION RESEARCH CHINA PROJECT: E-MOBILITY RESEARCH 2014 DATE: MAR. 2014

Working as consultant to provide analysis of perception of Audi brand image, technology and dealerships via opinion mining

Best cases in offline-to-online campaigns and PR crisis solutions

Overview of regulation and consumer perception regarding e-mobility in china

• Projects overview

• Campaign Monitoring

• Social Media

• Branding & Creative

• Web Analytics

• Other cases

AGENDA

BRANDING & CREATIVE CLIENT: CONTINENTAL PROJECT: CONTINENTAL AUTOMATED DRIVING BRANDING VIDEO DATE: AUG. 2015

Leading a multicultural multidisciplinary team of 3+, as well as Video vendor, responding directly to GM and being the direct contact to Continental

Planning for video type, promotional strategy in terms of channels, etc.

Creation & refinement of initial storyline

Consistent alignment with clients and video vendors

Planning for whole project timeline, negotiation of cost and shooting details

• Projects overview

• Campaign Monitoring

• Social Media

• Branding & Creative

• Web Analytics

• Other cases

AGENDA

MARKETING PERFORMANCE MANAGEMENT CLIENT: NIVEA PROJECT: MARKETING PERFORMANCE MANAGEMENT DATE: NOVEMBER 2014

Working as consultant to conduct research of website traffic by leveraging Adobe Analytics Omniture

Identify search volume as a key variable to model seasonal occasions, overall sales and the effectiveness of paid media

Measure the KPIs to be used alongside online buzz volume and earned visits

Benchmark with competitors’ performance to measure the performance

• Projects overview

• Campaign Monitoring

• Social Media

• Branding & Creative

• Web Analytics

• Other cases

AGENDA

OPINION MINING CLIENT: VGC PROJECT: ISSUE/CRISIS MANAGEMENT DATE: AUGUST 2014- ONGOING

Working as consultant to conduct daily reporting on discussion evolution about Sagitar axle defect with recommendation

Sagitar rear axle issue reporting starting august 2014, with strategic and operational recommendations for crisis communication

Definition of topic management process for upcoming negative topics including guidelines and decision trees

TREND MANAGEMENT AND FORESIGHT CLIENT: VOLKSWAGEN GROUP CHINA PROJECT: CHINA NEW GENERATION TREND STUDY DATE: 2014

Working as consultant to conduct multi-method trend study to analyze future thinking, lifestyle and mobility needs of Chinese new generations

Understanding interplay and impact of mobility & lifestyle trend on different generations

Detailed desk research, expert and in-home interviews

Validation of findings by leveraging MAXQDA and representative quantitative survey