SK Telecom 2002

1
SK Telecom 2002 ????? ????
2002. 10.31
2
??? ?? ??
???()
????(??)
2000.12
1999.10
2001.9
2000.12
1999.10
??
2001.9
???
7-19
33.6
74.1
91.1
902
822
679
312
17.0
20?
41.9
74.6
84.0
360
631
703
837
9.4
30?
164
388
544
887
18.5
43.6
61.3
17.7
40?
81
153
263
717
36.6
22.7
12.8
13.9
50???
26
53
80
964
8.3
5.7
2.9
2.6
??? Korea
Netizen Profile Report(2001.Fall)
3
?????? ???
? ?? ??
10? 20? 30? 40? 50?
74.2
800
600
400
13.1
3.3
6.0
0.1
200
Radio
Newspaper
Magazine
???
TV
(??? ???? ACR 2001.2???)
??? ? ?? ???? TV ???? ??? ??
4
???? ????Media? ???
TV
AWARENESS Brand? Ad Concept? ??
Awareness? ???? ???
REMIND Recall??? ?? ??? ??? ??
RD
REASON Why ???,??? ?? ??? ????? ??
??
RELEVANCE ????? ?? ??? ?? ???? ????? ??? ??
??
???
5
??? Media Role
????
Media Role
10,20? Target
Target
6
?????? ????
Promotion
Branding
2001?
????Relationship
????,?????
??????? ??? ??? Tool
IMC??? On-Off??
???????? ?? ???? ?????? ??
????? 1,2?? ??? ????? ??? ??
7
SK??? ??? Hierachy
Seg Brand
Product Brand
NATE
MONETA
TING
UTO
CARA
TTL
NEMO
New Brand
Existing Brand
New Brand 2001? ??? Brand
Launching? ??? Communication???
???? ??
Existing Brand ????? Target?
????? ????? ?? Communication??? ????
??
8
2. 2001? SK??? ????? ??? ??
2002 SKT ????? ????
???? ??? ???? ??
?? ??? ?? ?? ?? ??? 3?? ??? ?? ??
?? ???? ????? ???
?? WebSite ?? ?? ???? ??? ?? ??/????? ??? ??, ?? ??
?? ????? NATE Sub Service ????? ????? NATE/UTO/Ting/CARA ??Drive Brand
????? ?? ??? ? ??Rule ?? Creative ???? ??? ?? ??
9
?? ???? ??? ?????? ??
10
Ad Management System
?? ???
??? ???
?????
????
Cookie
?? ??
?? ??
?????? Behavior??
???? Behavior ??
?????, ??? Behavior DB??, ??
Media Planning
Campaign Effect Analysis
Site Analysis
??? ?? ??
ADs Role
11
??? ??? ??? ????
2001??? ?? ????, ????? ??? ??? Spec? ?? (Rich
Media??, Micropage,?????,??????/ ???Targeting/??
????? ??,??)
But
Creative
Size, ?? ??? ?? Creative? ??
??
??? Target?? ?? ?? ??
????
???? ?? ? ?? ??? ??
?????? ???? ???? ?????? ??? ??? ??? ? ??
Methodology??
12
Network? Target Volume ??
Network(Media Rep?) ?? ???
Active User? ???? Target Volume??
13
Campaign Analysis
????
Reach / Frequency Analysis ??? ? ???? User ?? ??, ??
Brand Interaction Analysis ??(Creative)? ?? User ?? ??, ??
14
Campaign Analysis
Reach / Frequency

• Network? ?? Campaign ?? ?
• ??? ???? Reach / Frequency ??
• Reach ??? ??? Active User?
• Frequency Active User? ??? ????

Media Planning ? ???? ? ?? Site?? ??
15
Campaign Analysis
Brand Interaction
16
Campaign Analysis ???? Report? ?
17
Campaign Analysis
????
?????? ??? ???? ?? ???? ???? ?? ?? ???
?? ?? ??
???? ?? ??
???? ?? ?? ??
???? Ad performance ??
Brand performance ??
???? ?? ??? ??? ??
?? Creative? ?? User? ???? Action???? ???, ???
??? ??? ??? ???? ???? ??
???? ?? Survey ??
??????(???) ??
?? ? ??? ??
18
Campaign Analysis
Site Analysis
??? ??/??? ???? ??? Site? ???? ?? ???
???? ??
??? Site? Category? Performance ??
?? Category? ??? ?? ?
Re-marketing ??
??? ??
19
Campaign Analysis
Site Analysis-????
Post-click Activity Track ????? User? ??????
Behavior ????? ??, ???? ??? ??, ????, ??? ????,
????, ???? ? ?? ????? ?? ??? ???? Item? ??
Post-view Activity Track ??? ??? ??? ?? ?? ???
?? ?????, ??? ??? ? ?? ?? ???? Site? Interaction?
????? Tracking
Tracking?? ??? ?? ??
20
Campaign Analysis
Site Analysis- Post Click Activity
B
A
F
C
D
G
21
Campaign Analysis
Site Analysis- Post Click Activity Tracking
lt??? User Behaviorgt
G
A
D
C
F
B
lt?? ??? User Behaviorgt
22
Campaign Analysis
Site Analysis- Post View Activity
??? Click?? ?? ???? ??? ??? ??? ??? ? ??? ??? ???
Volume ??
23
2. 2001? SK??? ????? ??? ??
??????
???? ?? ?? ??? ??
??? Click ?? ??
Click
Count
????
COM_at_S ??? ???
?? Link ???
??? Click?? ? CPC ?? ??? ?? ???? Click ?? ??
? Data ??? ?? Media Guide Book Data ??? ?? ??
24
2. 2001? SK??? ????? ??? ??
??? ????????
????? ??? ? Campaign
?? ???? ??? Creative ?? ? ??? Campaign
????/?????(????)
???(?????)

• Visual Impact??
• ?? ??? ?? ??
• ???? ?? ??
• 15kb ? 100kb
• Sound ????
• (ex. TTL Concert)

Flash ??? Micro Page ???? FXAD TIAD
?????
Creative ?? ??
?? ???? ??? 2002? ?? ????? ??
25
??? ?????? ??? ?? ??? ??UTO

??/??(Controlled/Exposed)???
???? ??? ?? ??? ??? ??
???? ???? ????
Exposed Group
Control Group
26
SKT????? ????
SK??? ??? ??
?? ??? ?? ?? ??
Creative? Quality Up
???? System ? ???? Database ? Media Guide Book
????? ? Creative
Post Click Tracking ?? Survey
????/?????/???
??? ????? ?? ????? ????