TREND & ISSUES OF PR

Finals

LECTURER:
Zsa Zsa Quamilla Yusharyahya, M.B.A.

PR International 22

MADE BY:
Abigail Narich - 18120223046
Eugene David - 18120223023
Lavenia Oviola - 18120223019
Muh. Aditya Rizki - 18120223158
Putu Bagus - 18120223032
Salma Digna AF - 18120223047

JAKARTA
2021
No. Name Job Description

1 Abigail Narich ● Chapter 2

● Chapter 3 (Positioning)
● Chapter 7 (Budgeting & Timeline)

2 Eugene David ● SWOT BCA

● Problem Statement
● Chapter 6 (KPIs Evaluation)

3 Lavenia Oviola ● Chapter 1 (Situation Analysis)

● Chapter 3 (Targeting)
● Chapter 4 (Customer testimonial & Internal
Strategy)
● Chapter 5 (external & Internal Strategy)
● Chapter 7 (Calendar)

4 Muh. Aditya Rizki ● Chapter 3 (STP)

● Chapter 4 (Internal Strategy)
● Chapter 5

5 Putu Bagus ● Chapter 2 (Objective)

● Chapter 4 (External Strategy)

6 Salma Digna AF ● Chapter 4 ( external strategy)

● Chapter 5 ( External Tactical Strategy )
● SWOT Bagi-Bagi
● Design PPT and Cover report
 Chapter 1
Situation Analysis

About BCA
PT. Bank Central Asia Tbk (BCA) was first established and obtained its license as a bank under
The Decree of Minister of Finance on 14th March 1957. Their slogan is "Always by Your
Side".

BCA is one of the leading commercial banks in Indonesia with a core focus on transaction
banking business and providing loan facilities and solutions to the corporate, commercial &
SME and consumer segments. At the end of December 2019, BCA had the privilege of serving
22 million customer accounts, processing millions of transactions every day through 1,256
branches, 17,928 ATMs as well as transactions made over the 24-hour internet and mobile
banking systems.

There are more than 22 million customer accounts in BCA. and BCA has a high number of
digital transactions with 3.8 billion in Mobile Banking and 2.5 billion in Internet Banking.
Almost 75% of customer transactions are conducted through internet banking and mobile
banking

BCA's awards in 2019:

- Forbes List of The World's Best Bank
- FinanceAsia Country Awards for Achievement: Best Asian Bank & Best Bank in Indonesia
- Euromoney Awards for Excellence: The Best Bank in Indonesia
- Asiamoney Awards: Best Domestic Bank & Best Digital Bank
- BrandZ & WPP Kantar: Top 100 Most Valuable Global Brands
- Bank Indonesia Award: Bank dengan Kepatuhan Pelaporan Keuangan Terbaik.
- etc.

BCA continues to improve their features and facilities of its transaction banking products and
services, in accordance with customer needs and the latest technology.
BCA Sakuku
Sakuku is one of BCA's products. It is an application-based electronic money that can be stored
in a smartphone (e-wallet) and used to pay merchants, top up prepaid mobile phone vouchers,
and make other transactions. Sakuku Plus has additional features such as transfers, cash
withdrawals at our ATMs, and a split bill facility to share the bill payment with other Sakuku
Plus holders.

BCA Mobile
BCA mobile is a mobile app for access to BCA internet banking and mobile banking services.
One of the features in BCA mobile is BagiBagi.

BCA BagiBagi
BagiBagi was first launched in January 2020. BCA
mobile enables users to send money to their family
or friends at the same time using the BagiBagi
feature. Senders can use the feature on the BCA
mobile app to send money to many recipients
simultaneously by sending a BagiBagi link via
social media. Meanwhile, the recipients will
receive a BagiBagi link that can be opened with the
Sakuku app, in which the money will be directly
credited to the Sakuku balance. Uniquely, the BagiBagi feature offers two transfer modes,
namely Random Mode and Fixed Mode.
How to use BagiBagi:
- BCA mobile is needed for sending money & Sakuku is needed to receive the money.
- Open BCA mobile, klik m-banking, and choose the feature BagiBagi
- Choose a greeting card
- Choose Random mode (the amount of money sent will be divided and received randomly by
each recipient depending on how soon they open the package, also on their luck) or choose
Fixed mode (all recipients will receive equal amounts of money).
- Select the nominal money, the number of recipients, and write a greeting, and then click send.
- Share the link to recipients, the link is valid for 24 hours
- Money will be debited from the account after someone click the link. and the remaining
unclaimed money will be returned to your account
- When someone clicks the link, the money will be sent to their Sakuku app.

Previous BagiBagi campaign:

- #HolidayWithoutMudik with BCA
The annual tradition of returning home for the holiday (mudik) must be postponed. The
government issued the prohibition of Ramadan travel as an effort to break the pandemic chain
and, therefore, should be heeded. Nevertheless, this extraordinary circumstance shall not
prevent people from celebrating Eid. #EidWithoutMudik is the alternative that most effectively
addressed the situation to maintain silaturahmi during Eid Mubarak as well as a collective effort
to fight against Covid-19.
Eid is a special moment for people to share good deeds. Distributing THR with BagiBagi, for
those who wish to send money for their family and friends, be it the same amount or otherwise,
without making numerous transfers.

Communities in various countries in the Asian region, including Indonesia, are celebrating
Chinese New Year or what is also called Imlek. The Chinese New Year celebration starts from
12 February 2021. The Chinese New Year celebration is always closely related to the tradition
of giving hongbao or commonly known as angpao in Indonesia, an envelope containing money
given by married people to unmarried family members or friends.
Due to the covid-19 pandemic, people are advised not to celebrate Chinese New Year by
meeting physically and continue to do social distancing. This was done to prevent the spread
of the coronavirus.

Problem Statement (David)

BCA wants BagiBagi, one of Sakuku’s features, to be used as a way for their customers to send
money to their friends or family easily without having to meet up, especially during the coronavirus
pandemic. However, its efforts in increasing the feature’s exposure is not sufficient enough to attract
other potential customers in using it. Thus, BCA will be planning to expand its exposure on online
media and advertisements, as well as influencers. This campaign will be held for exactly one month and
will be especially promoted during the Chinese New Year in order to attract the general public,
specifically on Chinese-Indonesians as they are the majority in celebrating the holiday, prompting more
of them to use BagiBagi to represent their angpao or red envelope.

SWOT BCA
To become a pioneer in supporting infrastructure
for the national payment system, which is
difficult for competitors to compete with.

To become the first bank in Indonesia to carry

out a systematic educational process on the use
of ATM and internet banking services.

Bank BCA's position as a standard setter from

its competing banks is not only in service
products, but for the addition of its electronic
delivery channel types to become a benchmark
for competitors.
STRENGTH
BCA has a well-known reputation at home and
abroad as a bank that always makes the right
decisions in choosing technology and when to
apply it.

A highly professional management team that

always follows national and international
banking policies and regulations

Human resources (HR) who are well trained and

service-oriented for customers

Continuous efforts to maintain the highest level

of banking security
 Products and services that are innovative and
meet actual needs

Proper use of the latest technology

Extensive network of branch offices and sub-

branch offices throughout Indonesia

BCA banking services, which always keep

abreast of developments in information
technology, still need to be improved to reduce
customer discomfort.

The concentration of BCA's credit allocation is

more focused on medium-sized and upper
WEAKNESS corporate corporations, making it very
vulnerable to the possibility of bad credit when
the economic climate is in crisis and the
exchange rate fluctuates.

BCA has not become the bank of choice for

some Indonesians who are able to accommodate
most of their needs for banking services

In line with the government's determination to

continue to develop the Indonesian economy

The declaration of 2008 as the year of banking

education for the public, enabling the banking
world to compete competitively to compete for
customers.

The trend of a consumptive lifestyle in society is

OPPORTUNITY one of the opportunities that need to be
monitored to increase the types of banking credit
service products and service quality for
customers.

The speed with which information technology

advances greatly supports BCA's commitment to
simplify services to increase customer
satisfaction.

The development of the business world is

increasingly complex with a high level of
competition amidst the volatile condition of the
Indonesian economy and a fairly high inflation
rate.
THREATS
People tend to be interested in banking services
that are simple and offer a variety of flexibility
and a variety of lucrative prizes.

The increasing inflation rate reduces the public's

interest in saving money in the bank.
SWOT Bagi-Bagi
STRENGTH - BCA has build Big Awareness to their
public and well known reputation,
makes it easier to persuade people to use
Bagi-Bagi
- Effective and easy system to deliver
money in special ocassion to a lot of
people just by using one click

WEAKNESS - Low Link Security, so any people can

easily open the link
- Because Bagi-Bagi is occasionally,
people use it only if there’s occasion.

OPPORTUNITY - Suitable for people that can't directly

sees each other during sincia because it's
easier for them to giving Angpao
- The Pandemic COVID-19 makes people
cant sees each other, therefore it higher
the chance people use this as their
solutions

THREATS - People might misuse the effectiveness

of receiving money with one click
 Chapter 2
Objectives

AIM
To increase the exposure towards the BCA feature called BagiBagi during the Imlek/Chinese New Year
Celebration.

SMART Objective
To keep the Angpao tradition on Chinese New Year Celebration during the pandemic through BCA
BagiBagi and Sakuku ewallet. The total of Chinese population in Indonesia is around 2,83 million. The
goal is to increase the exposure and usage of the BagiBagi feature as well as Sakuku towards 2% (56,6
thousands) of the total Chinese population in Indonesia.

Project Overview/Umbrella Statement

Creating a promotional product campaign to enhance public exposure towards BCA BagiBagi and
Sakuku ewallet through various social media platforms, flyers and banners, as well as online media
during Chinese New Year while we are still in the pandemic.

Key Message
Memudahkanmu dalam Berbagi kehokian

Tagline
Bagi-Bagi Hoki, Bagi Kemakmuran
#BagiBagiHoki
#BagiBagiE-Angpao
#SinciaBagiBagi
 Chapter 3
Target Audience

1. Segmentation
a. Social Grade
Middle to High class People (C to A)
b. Geographic
Indonesian Market
c. Psychographic

Category Description

Interest Family Oriented, Convenient

Lifestyle Suburban to Urban Lifestyle

Interpretation Traditional

Value Money

2. Targeting

For this campaign, we want to focus on BCA Users that celebrate CNY and potential users.

A 2000 census, the last such comprehensive survey, put the number of ethnic Chinese in
Indonesia at just 1.7 million — about 0.9 percent of the population — but the census asked
people to identify their ethnic group, something that many Chinese would have been reluctant
to do. Their real number is thought to be several times as high. About a third of Indonesia’s
ethnic Chinese are reported to be Christian. [Source: Andrew Higgins, Washington Post,
August 18, 2012]

According to some sources there are 7.2 million ethnic Chinese in Indonesia. According to
other sources they make up 1.2 percent of the population, which would mean there are about 3
million of them. [source: 2010 census]
3. Positioning

This campaign is positioned to give solutions to those who usually celebrate Chinese New Year
but can’t meet their families due to the pandemic. With this feature, they will be able to keep
the tradition of giving angpao to their families without having to meet in person.

4. Demographic

Category Description
Age 21-50 years (married)
Gender Male & Female
Religion Budha, Christian,Catholic, Hindu, Konghucu
Education Universal
Occupation Universal
Ethnicity Chinese-Indonesian
 CHAPTER 4
STRATEGY

External Strategy: Integrated Campaign with Influencer, using paid media, and video audio
to increase exposure. This campaign will also use earned media like customer reviews.

1. Online Media
By using Online Media for publication, the information can be easily disseminated and
reached by a lot of audiences. It is also an effective and efficient way to spread
information. In conclusion, by using the Online Media, it’ll be easier for people to know
about the campaign.

2. Owned Social Media (Instagram & facebook)

Instagram has proven to be a powerful marketing tool for businesses that are looking to
expand both their visibility and reach. Instagram can be a good medium and platform
to run Social Media Campaign because it is the most engaged network after Facebook.
Having an official social media account will help the community in getting concrete
information which boost the originality of the campaign.

3. Youtube Ads
Youtube has a special function for advertisers since a lot of those video’s cannot be
skipped in the first half of the video. Youtube also targets ads to people that may be
interested in the product, further increasing its efficiency. Video ads can create more
viewers since it's not a static kind of media

4. Instagram & facebook Ads

Same as Youtube, Instagram and facebook have similar functions for advertisers to
choose. The difference is, it is easier to manage since we can engage in a two way
conversation should the viewers be interested in the campaign.
 5. E-Brochures and E-flyers
Besides distributing Printed Brochures and Flyers, it’s important to disseminate E-
brochures and E-flyer. Since using the internet is way more effective and efficient, it is
also able to reach a lot of people. Thus, it will be easier for people to know the Social
Media Campaign. The E-brochures and E-flyers will be distributed by email’s
newsletter (Direct mail)

6. Public Digital Poster & Banners

The Digital poster and X-Banner has a function to increase the awareness of the
business product and our campaign. The Digital poster and x-banner is placed on Every
central bank of BCA.

7. Customers testimonial/reviews
Customer testimonials are free advertising, and one perfect way for promoting and
getting free exposure. Positive customer testimonials help to establish credibility and
reliability as a business.. We will integrate it with a giveaway. We will serve Twibbon
at our Instagram to be reposted by our audiences, so the person with the best caption
will be given a FREE Angpao from BCA Bagi-Bagi.

8. Influencer/Buzzer
collaborating with influencers can help create online buzz about the product. social
media users tend to be more affluent and more likely to recommend products to family
and friends.

Internal Strategy: This campaign focuses on how to educate and inform employees by using
several tactics

1. Product Knowledge training

Product knowledge is an essential sales skill. employees that understand the
product will allow them to be more persuasive in offering the product to
customers. Customer service will be integrated to inform customers in this
campaign.
2. Internal media: company’s newsletter & posters
Large companies like BCA would have internal newsletter that can help spread
the news about this campaign & updates to all employees. Poster spread around
the working space is also a good way to promote the product.
 Chapter 5
Program details/tactical

External Strategies:
1. Online Media
- Submit article
BCA will provide a press release for reporters & media partners. The use of
press releases is to disseminate information about the business product and our
campaign. Then the reporters will write an article about that contains tips and
tricks how to use #BagiBagi and giving some information regarding the
campaign itself.

Media partners:
Here’s the Potential Online Media that will be used :
No Name The Description Details
1. CNN INDONESIA CNN Indonesia is a
24-hour Indonesian
digital free-to-air and Transvision: Channel 803
cable television news (HD)
channel owned by
Trans Media in Broadcast area: Nationwide
collaboration with
AT&T's WarnerMedia UseeTV Cable: Channel 913
under its CNN
(HD)
branding.
Slogan: News We Can Trust

2. Winnetnews.com WinNetNews is an
online news portal PT Winratama Perkasa
providing information Alamat: Sona Topas Tower
on lifestyle, travel, Lt.6 Jl. Jendral Sudirman Kav
entertainment, 26 Jakarta 12920
sports in Indonesia Email: info@winnetnews.co
and the World for m
Youth. Telepon: 021- 29023975
Fax: 021- 29023973

3. WartakotaLive.com Gedung Kompas Gramedia

Presents the latest Unit I Lantai 2-3, Jl. Palmerah
Indonesian, regional, Barat No.33-37, RT.1/RW.2,
sports, soccer, Gelora, Kota Jakarta Pusat,
 celebrities and Daerah Khusus Ibukota
lifestyle news. Jakarta 10270

4. Inipasti.com The source of Redaksi :

accurate, reliable Redaksi@inipassti.com
political, national,
economic, tourism,
international,
technology science
and sports in
Indonesia.
5. Okezone.com Online News Portal High End Building MNC
Indonesia, Latest Tower Lt. 3, Jl. Kebon Sirih
News Today's Latest Kav. 17-19, RT.15/RW.7, Kb.
Warmest, Sirih, Jakarta Pusat, Kota
International Jakarta Pusat, Daerah
National Political Khusus Ibukota Jakarta
Economy of Sports 10340
Health Celebrities

6. Kompas.com News Indonesia and Gedung Kompas Gramedia,

the Latest World Unit II Lt. 5, Jl. Palmerah
Today, The Latest Selatan No. 22 – 28, Kota
Most Complete, Jakarta Pusat, DKI Jakarta.
Most Complete Daily Nomor telepon: 021-
News Regarding 53699200
Politics, Economics,
Travel, Technology,
Automotive,
Automotive, and
Sports is written
completely and
accurately.

8. Hipwee.com Hipwee is an PT. Konten Baik Indonesia

Indonesian media Wisma Barito Pacific Tower
company that was A, Level 6
launched in April Jl. S. Parman Kav. 62-63
2014. We are Slipi, Jakarta Barat
committed to 11410
presenting quality Tel: (+62) 21 53669152d
content and to be
the closest and most
influential lifestyle
company for young
Indonesians.

2. Owned Social media

- Create content post about the campaign & product
- We will post 3 times a week of the campaign in BCA Social Media account to
remind people about the campaign
 - We will also post 3 times Instagrams - story
Our content will be filled with
1. Information regard the Campaign
2. Soft Selling posting
3. Posting about Games
4. Question and Answer
5. Special LIVE collaborating with the Influencer
6. Live Quiz

3. Youtube Ads
- reate audio visuals for a short movie. The movie portrays a family that cannot
celebrate Chinese New Year with other family members due to the pandemi.
Here BCA BagiBagi wants to give a solution to still maintain the tradition
through e-angpao.
- We will serve the ads every week in 2 months

4. Instagram & Facebook ads

- We will create Ads in the form of E-poster on Instagram and Facebook
- Every week we will be post the ads twice periodically on Instagram and
Facebook
- This ads will be connected to the link of the BCA E-banking, so whenever new
potential customer attracted with the ads, they can automatically connect and
register to BCA, or people that already used BCA as their bank can

5. Public Digital Poster & Banners

- Digital Poster and X-banner will be placed inside every BCA bank & ATMs
- We will be placing some Digital Posters and X-Banner that are stuck on the
public space of the ATM regarding the information of our campaign and
business product which is BagiBagi. X-banner will reside in front of the open
door of the ATM. The idea is before a person comes into the ATM, a person
can read the x-banner, whether they unconsciously do it or not.

6. Promotion direct email

- Sending E-Brochures and E-flyers to BCA’s customers database
 - The email will be sent once every 2 weeks from January to February.
- We will remind the BCA’s customers regarding the campaign events on Social
Media through the Direct Email so they won't miss out.
- This direct email will help to remind the BCA’s customers regarding the
campaign

7. Angpao Giveaway
- We will giving away our “E-Angpao” through Bagi-Bagi with Sakuku Apps
through a several terms and condition
- We will giving a twibbon that will be used by the audience to fulfill the term
and condition
- We will start the Giveaway competition in the 1st week of February and close
the giveaway in the last week of February. The announcement of the winner
will be held in the last week of February.
- 2 person that will be getting the angpao is the person who use their picture using
the twibbon, shared their experience using BagiBagi, and use Hashtag
#BCABagiAngpao#SelaluBersyukurdenganBCA
- The audiences should be writing a caption about what makes them feel blessed
and hope for this year.
- 2 Person that win this GiveAway will be getting Rp500.000.-

8. Collaborating with Influencer and Buzzer

This campaign will use influencers and buzzers who are married couples celebrating
Chinese New Year.
- This campaign will use influencers & buzzers who are Indonesia-Chinese
married couples that celebrate Chinese New years like:
○ Junior Lim & Putri Titian (Rp 15juta)
○ Sandra Dewi & Suami (Rp10 Juta)
○ Daniel Manata & Istri (Rp 10 Juta)
○ Ernest Prakasa & Meira Anastasia (Rp 10juta)
○ Sarwendah & Ruben Onsu (Rp 20 Juta)
- The couples will post a picture while using BagiBagi for sharing e-angpao
1week before Chinese New Year
 - The caption: testimonials using Bagibagi to send e-angpao turned out to be easy
and practical during a pandemic. with the hashtag
#BCABagiAngpao#SelaluBersyukurdenganBCA
- their testimony will also be re-uploaded to BCA’s owned media

Internal Strategies
1. Product Knowledge Training
- During the pandemic, the training will be in a form of video.
- At the end of the video there will be a test in google form for the employees to
test their knowledge
- The test will be mandatory
2. Internal media: company’s newsletter
- Made an article regarding the campaign & the product for internal newsletter
- Posted once every month (January & February)
-
 Chapter 6
Key Performance Indicators (KPI) for Evaluation Procedures
KPIs FACEBOOK

Number of Fans

Follower Demographics

Page Views by Sources

Actions on Page

Reach by Post Type

Post Engagement Rate

Click-Through-Rate (CTR)

Ad Impressions & Frequency

CPM & CTR of Facebook Ads

Cost per Conversion

KPIs INSTAGRAM

Instagram Profile Stats

Follower Count & Growth

(Active Followers)

Reach
(clicks, viewers for video
contents)

Engagement
(likes, shares, comments)

Interactions

Profile visits or views

Impressions

Branded Hashtags Performance

Total Engagement

Average engagement per post

Average engagement rate per post

Average engagement rate per page

Distribution of likes

Distribution of comments

Distribution of postings

Top hashtags used

Top hashtags by engagement

The most engaging posts

Posts by type

Best time to post

Instagram Stories Stats

Story Impressions

Story Reach

Tap Forward on Stories

Back taps on Stories

Exited, or exits from Story

Replies on Stories

Next Story

Live Viewers

Days with Stories

Impressions evolution by day

Stories per day

Story retention rate

Replies evolution by day

Story type

Story hashtags

Stories by published day and hour

Instagram Content Metrics

 Instagram Calls

Instagram Emails

Saved

Comments

Likes

Post Engagement

Impressions

Reach

Follows on Instagram

Get directions

Website clicks

Views for video

Instagram Demographic Stats

Gender

Age Range

Top Locations

Followers evolution

Language Distribution

Geographical distribution of
followers

Lifetime likes by gender and age

 KPIs YOUTUBE

Watch Time

Subscriber Gains and Losses by

Video

Video Rankings

Average Percentage Viewed

Traffic Source

Actions After Viewing

Average View Duration

Audience Retention

Subscriber Growth

Views-to-Engagement Ratio

Impression Click-Through Rate

Engagement

Impressions from YouTube

Recommendations

Lead Generation

Click-Through Rate

Clicks Per End Screen Element

View Velocity
 Awareness
(Views, Impressions, Unique
Users)

Consideration
(View-through rate, watch time)

Action
(Clicks, calls, sign-ups, sales)

Average Cost-per-view (CPV)

Unique cookies

Unique viewers

Average Impression Frequency

per cookie

Average View Frequency per

cookie

KPIs E-Brochures & E-Flyers using Direct Mail

Response Rate
(Responses/Pieces Sent

Conversion Rate
(Number of Orders/Responses)

Cost per Acquisition

(Campaign Cost/Number of
Orders

Average Order Size

(Revenue/Number of Orders)

Revenue per Order (Avg. Order

Size - CPA)

Return on Investment (ROI)

(Revenue - Campaign Cost)

KPIs Online Media Article

 TRAFFIC

Visits

Unique Visits

Search Traffic

New Visits

Return Visits

Regional Visits

INTERACTION

Social Shares

Comments

Actions

Social Mentions

External Mentions

LEADS

Conversion Rate

Number of Leads

Cost Per Lead

Number of MQLs

Number of SQLs

REVENUE

Total Revenue

Number of Sales

ROI

TROI

KPIs INFLUENCERS

CONTENT GENERATION
Number of User-Generated
Posts

AWARENESS

Reach and Brand Awareness

Audience Growth

ENGAGEMENT

Website Traffic

Engagement Rate

CLick-Through Rate (CTR)

Cost Per Click (CPC)

SALES

Lead Generation

Sales

Revenue Generated

AFFILIATE MARKETING

Cost Per Acquisition (CPA)

KPIs PUBLIC DIGITAL POSTER & BANNER

Response Rate

Funnel Conversion Rate

Cost per Action (CPA)

Customer Share by Category

End Action Rate

Cost Per Lead

First Visit Metric

Brand Awareness Metric

Return on Marketing
Investment (ROI)
 Incremental Sales

Web Traffic Sources

Customer Acquisition Cost

(CAC)

Click Through Rate (CTR)

Marketing Originated
Customers

KPIs SAKUKU & BAGIBAGI

General Mobile App

User Growth Rate

Mobile Downloads

Installations

Uninstallations

Registrations

Subscriptions

Crashes

Upgrades

Engagement

Retention Rate

Sessions

Session Length

Session Interval

Session Depth

Average Screens Per Visit

Daily Active Users (DAU)

Monthly Active Users (MAU)

Newly Registered Users (NRU)

Social Shares
 Brand Awareness

Churn Rate

Revenue-Focused/Financial

Average Revenue Per User

(ARPU)

Lifetime Value (LTV)

Time To First Purchase

Purchases

Customer Acquisition Cost

(CAC)

Cost Per Acquisition (CPA)

Customer Lifetime Value

(CLV)

Effective Customer Acquisition

Cost (eCAC)

Effective Cost Per Mille

(eCPM)

Paid Conversion Rate

Organic Conversion Rate

Return on Investment (ROI)

Cost Per Install (CPI)

User Experience

Load Time

Devices

Carriers

Operating System (OS)

Screen Dimensions/Resolution

Permissions Granted

API Latency

Mobile App Marketing

Install Source (Attribution)

Virality and K Factor

Channel Breakdown

Geo-metrics

Demographics

Cohort Analysis

Behavioral Metrics

App Store Optimization (ASO)

Keywords

App Store Category Ranking

Views to Installs

Reviews

Ratings
CHAPTER 7

BUDGETING
 TIME TABLE

JANUARY

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDA FRIDAY SATURDAY

Y

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

31

FEBRUARY

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDA FRIDAY SATURDAY

Y

1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28

12 January = starting to post on owned media (BCA’s social media & website)
15 January & 15 February = publish internal newsletter
15, 29 January & 5, 12 February = direct email to customers
17 January = setup poster & flyers around offices, Banks, & ATM
18 January = sending press release
29 January = Product Knowledge Training
1 February = announcement for Giveaway e-angpao start
7-11 February = Influencer uploading endorsement post
12 February = Chinese New Year
22 February = closed for giveaway entry
26 February = the winner announcement of giveaway program
 REFERENCES

Abbamonte, K. (2019, June 19). The 17 Essential YouTube KPIs for Measuring & Growing Your
Channel: Databox Blog. Retrieved January 23, 2021, from https://databox.com/youtube-kpis

Annual Report. (n.d.). Retrieved January 23, 2021, from https://www.bca.co.id/en/tentang-

bca/hubungan-investor/laporan-tahunan

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