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Personalized multichannel in digital world_C
- 2. Agenda
Session Title Duration
A Multichannel Marketing 60 minutes
Break 10 minutes
B 1:1 Experience 60 minutes
Break 10 minutes
C Measurement 60 minutes
Break 10 minutes
D Hands-on exercise 30 minutes
E Workshop Summary 10 minutes
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- 3. Measurement
Why measure?
Marketing old school: The Sales Funnel
How to calculate your Return on Investment (ROI)?
What is Return on Marketing Investments (ROMI)?
How to use the ROI Calculator / Planner to get information to
aid decision-making
How to determine success of marketing campaigns efforts via
measurement?
How to maximize the returns on your marketing campaigns?
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- 4. The beauty of digital
DIGITAL
THE BIGGEST MARKETING OPPORTUNITY ?
EVERY MARKETER’S DREAM
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- 5. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 6. TRACKING LIVE INFORMATION
REACTION
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- 7. © F5DC 2010 all rights limited, reproduction forbidden without approval
- 8. 195
TOOLS
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- 9. SO WHAT ?
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- 10. Wrong focus
WRONG
FOCUS
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- 12. “Helpful but Incomplete;
Interesting but not useful;
Waste of time”
Q : Please rate the effectiveness of each social media measurement tool.
Poll of Social Media Freebuzz monitoring Tracking Tweeter click Scientific Control
87.8% 87.1% 81.6% 79.9%
Fans, connection, effectiveness (tweedeck, FB stream search, Google Alert) Survey
Paid Buzz Monitoring Free Analytics software Paid Analytic software
77.4% 71.9% 66.3%
Nielsen Buzz Metrics, Cymphony, Radian 6 Google analytics, Quantcast, Youtube analytics Omniture
Source: MarketingProf Fall 2009 Survey
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- 13. Why Measure ?
Is the Is the What can I do
campaign campaign better next
efficient ? profitable ? time ?
Metrics ROMI Learnings
Target
Objective
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- 14. All numbers
should
contribute
to sales
But how ?
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- 15. Traditional process of measurement
Bottom up approach based on tactic
Ie : Banner gives number
Report Provides numbers
Non linked to business
Non related to sales
Metrics Non directly usable
Tactic in
place
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- 16. The right approach
Top Bottom based on strategy
Strategy
Define what needs to be measured
How we should implement it
objectives Define target / objectives…..
Feed the various agencies to create tactics
Metrics
Tactics
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- 17. N U M B E R S
How to apply learning to
Objectives
IMPROVE
Why ?
Next ?
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- 18. Measurement
is
Planned
Leads to
conclusion
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- 19. Home work
Scared
Time / Budget
Knowledge
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- 20. I do not care if
we have zero
person going
to our event
but I want to
know it
Azar Azhib CMO Microsoft APAC
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- 21. Measurement
is
Phase
specifics.
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- 22. Measurement
is
Tactic
specifics.
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- 23. What you should get from measuring
Raw Data
Relative metrics
Depths
Insights
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- 24. Level 1 : raw data
Raw Data
High number of data that are just a static representation of event
Click Stream Overlay information Source
# visits Clicks Link to traffic generations
# page views Related information Visitors….
Bounce rate
Rate
Raw data is a necessary step where most companies will stop
Does not bring added value
Difficult to draw information and next steps
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- 25. Level 2 : relative Metrics
Relative Metrics
Give value to numbers and raw data
Time based Context based Cost based
YoY comparison Attachment rate Link to traffic generations
Period comparison Visitors….
Weekly….
Relative metrics takes lots of time to compile
Non systematic approach
Based on numbers, you need to evaluate which one makes sense
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- 26. Level 3 : Depth
Depth
“Social Media effect”
First time visitor Repeated visitor Promoter
Raw information Registered ? Outsider information
Relatives
Depth elements help you to quantify the relative success of your campaign, website
You do not measure the same way a first time visit compared to frequent visitors
because you do not expect the same from them
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- 27. Level 4 : Insights
Insights
Compilation + Presentation + Highlights + Call to Action
Compilation Presentation Highlights Call to Action
Raw information Style of content What do you want Learning
Relative Audience to show ? What to improve
Depth Time Make it simple
Deliverables
Insights is the most critical phase. If you do not succeed to deliver your message, all
your past work is reduced to 0
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- 28. Measure the right thing
CPP CPC
4% click rate delivery Page rank guarantee
DOES NOT EXIST DOES NOT EXIST
Sales Impact / Brand Impact
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- 30. Master the
process
to get
to proper
measurement
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- 31. First, learn
how to
calculate
basic sales
funnel
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- 32. Sales funnel basics
Action % # % to
target
Send eDM 100 10 000 100%
Receive 80% 8 000 80%
Open 30% 2 400 30%
Click 50% 1 200 15%
Purchase 10% 120 1.5%
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- 33. Sales funnel basics
Action % # % to
target
Send eDM 100 10 000 100%
Receive 80% 8 000 80%
Open 30% 2 400 30%
Click 50% 1 200 15%
Purchase 10% 120 1.5%
Always calculate to the “received
number”, not the sent
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- 34. Plus additional margin
Action % # % to Action Unit X Total
target
Margin 10 120 $1200
Send eDM 100 10 000 100%
Margin of your product
Receive 80% 8 000 80%
Open 30% 2 400 30%
Always calculate the extra margin,
not the revenue
Click 50% 1 200 15%
Purchase 10% 120 1.5%
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- 35. Plus Campaign cost
Action % # % to Action Unit X Total
target
Margin 10 120 $1200
Send eDM 100 10 000 100%
Campaign cost $5000
Receive 80% 8 000 80%
Campaign ROI -$3800
Open 30% 2 400 30%
Click 50% 1 200 15% Campaign cost based on Margin
Purchase 10% 120 1.5%
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- 36. Cost acquistion
Action % # % to Action Unit X Total
target
Margin 10 120 $1200
Send eDM 100 10 000 100%
Campaign cost $5000
Receive 80% 8 000 80%
Campaign ROI -$3800
Open 30% 2 400 30%
Cost per Sales $41.67
Click 50% 1 200 15%
Purchase 10% 120 1.5%
It cost $41.67 per customer
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- 37. Campaign conclusion
What Numbers Explanation
Open 30% Message is very relevant , they are interested
Click 50% The offer is attractive, they want to know more
Purchase 10% Extremely low number
ROI -$3.8K Campaign not profitable
What went wrong ? : Offer is wrong
Option 1 Try to sell wrong product to wrong audience
Option 2 The product is really bad
Option 3 They did not get it
Option 4 Something went wrong in purchase cycle (technical)
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- 38. Another conclusion
What Numbers Explanation
Open 30% Message is very relevant , they are interested
Click 50% The offer is attractive, they want to know more
Purchase 10% Extremely low number
ROI -$3.8K Campaign not profitable
Cost/sale $41.67
% 1.5% Not bad actually
2nd option : campaign too expensive
Option 1 Spend too much money to acquire customer
Reducing cost will increase ROI, reduce cost / sales
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- 39. Conclusion
Only proper sales Importance of
funnel leads to measurement
conclusion
Importance of
understanding the
numbers
Need to have
context to draw
proper analysis
Only by getting metrics / strategy /
context / you will maximize your marketing
spendings
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- 40. Then
apply to
real
campaign
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- 41. Updated marketing sales funnel
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- 42. Planning campaign is the only way to succeed
Consumer needs
Strategy
Where are What do I expect
consumer today. from consumers
Starting point at the end ?
What are the steps I expect from him ?
Key opportunity from each Media : Include or not Marketing objectives
How each elements brings me closer to my goal Tactics and response time
Promotional Modules
Information category
Each phase has its own objective
Measurement of each steps, how many goes from A to B
As detailed as possible
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- 43. Step 1.1 – Definition of Process Phases
Online banner
Social Media
Website
DataBase Conversion
acquisition Sales eDM
offer
Social Media
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- 44. Defining objectives :
sales Funnel
Each Step
What to do ?
What Measure ?
Simulate Campaign before it
starts
Tactics
Campaign Modules
Media
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- 45. Defining objectives
Step 4 Buy
Step 3 What to do ? What Measure ?
Step 2 What to do ? What Measure ?
Step 1 What to do ? What Measure ?
What are the steps I expect from him ?
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- 46. Concrete example
I want to recruit 5.5k members or fans
How much money do I need ?
Cost Media Conversion Number Final
Objective
$5.000k Internal DB 10.000 30% 3.000 3.000
$5.000k Banner Ad 30.000 5% 1.500 1.500
$50.000k TV Ad 100.000 1% 1.000 1.000
$60.000k 140.000 fans 5.500 fans
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- 47. In our example
25 x times more people
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- 48. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 49. Calculate
value of
responsive
group
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- 50. How to measure which group is more
responsive ?
Example, among all the person
sub segmentation + INDEX
we targeted, it seems that
female from 25-35 are more
responsive
Step 1 : Start from the base
Step 2 : Calculate their distribution
Step 3 : How many of them acted ?
Step 4 : Acting distribution
Age group ? Step 5 : Comparison of distribution , not
Sex values
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- 51. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 52. Compare
campaign
efficiency
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- 53. Introduction to ROMI
Planning - Preparation Campaign Follow up activity
AUDIENCE ENGAGE CTA SALES
How do you get me to do what you Activity Sales
would like me to do ? the right audience ?
How much does it cost per tactic to Total cost of the How much sales
bring me to your CTA activity does it generate
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- 54. Long Term ROMI example
Contacted Value of Incremental
Initial Contact
Brand and Product Awareness
Prospects
Value of Incremental
Visit Website Product Awareness Initial Response
Value of Incremental
Apply for Seminar Product Evaluation Initial Action
Product
Participate in Seminar Education End Action
Sales
Target
Sales Leads Value of Incremental Sales Lead
Acquisition
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- 55. Applying Value to ROMI
1. Expected Sales Conversion Rate
2. Comparison of various activities to drive web-traffic (cost per visit)
3. Value of Acquired Data (Active Commitment)
4. Value of Participation in promotional Activities
5. Value of Viral Distribution Volume (Free Contacts)
6. Value of Exposure in Social Networks (Free Contacts)
7. Downloads, Uploads, etc. (Active Engagement)
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- 56. ROMI Example – Event
Total Campaign Costs $ 100,000
Total Event Participants 10,000
Total Incremental Sales $ 2,000,000
Sales Margin 60%
Incremental Margin $ 1,200,000
Sales ROMI = $ 2,000,000 : $ 100,000 = 20
Margin ROMI = $ 1,200,000 : $ 100,000 = 12
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- 57. ROMI Example – By Channel
by Direct Mail by Online Banner by Print AD
Cost for Event Invitation $ 10,000 $ 2,000 $ 20,000
Event Participants 3,000 1,000 6,000
Event Cost (Participants) $ 20,400 $ 6,800 $ 40,800
Total Costs $ 30,400 $ 8,800 $ 60,800
Incremental Sales $ 600,000 $ 200,000 $ 1,200,000
Incremental Margin $ 360,000 $ 120,000 $ 720,000
Sales ROMI 19.7 22.7 19.7
Margin ROMI 11.8 13.6 11.8
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- 58. Key Performance Indicators - Campaign
Total Contacted Targets 5,840 ROMI 1
Total Contacts 15,869
Average Contacts per Customer 2.7
Unique Site Visitors Identified 677
Response Rate - Targets to Site Visitors 11.6%
Response Rate - Contacts to Site Visitors 4.3%
Total Unique Visitors 1,968 ROMI 3
Total Event Reservation 189
Response Rate - Site Visitors to Reservations 27.9%
Response Rate - Targets to Reservations 3.2%
Total Invitations sent 135
Total invited Event Participants 89
Total "walk-in" 59
"Walk-in" Rate 39.9%
Total "No-Show" 46
"No-Show" Rate 34.1%
Total Event Participants 148 ROMI 4
Key Performance Indicators - Qualified Sales Leads
Sales Leads - Qualified as HOT (80% Sales Chance) 11
Sales Leads - Qualified as Warm (60% Sales Chance) 8
Total Generated and Qualified Sales Leads 19 ROMI 5
Conversion Rate Participants to Sales Leads 12.84%
Total Campaign Costs 30,000
Costs per Qualified Sales Lead 1,579
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- 59. Philips LED - Campaign Metrics China Module Update: 2010-03-31
Generating Site Traffic Consumer Profile
Voucher Management Campaign Response Male Consumers
Road Shows
Created Distributed Registered Free Sign-up Pre-Order < 20 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 20 - 29 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 30 - 39 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 40 - 49 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% > 49 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% unknown age 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Total 8,888 100%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Female Consumers
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% < 20 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 20 - 29 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 30 - 39 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 40 - 49 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% > 49 Years 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% unknown age 8,888 1.0%
Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Total 8,888 100%
Subtotal 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0%
Total Acquired Consumers
Delivered Unique Site < 20 Years 8,888 1.0%
Other Traffic Drivers Click Through CTR Site Visits
Impressions Visitors 20 - 29 Years 8,888 1.0%
Philips.Com 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 30 - 39 Years 8,888 1.0%
Media 1 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 40 - 49 Years 8,888 1.0%
Media 2 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 > 49 Years 8,888 1.0%
Media 3 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 unknown age OR gender 8,888 1.0%
Media 4 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Total 8,888 100%
Media 5 888,888,888 888,888,888 1.00% 888,888,888 888,888,888
Media 6 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Family Profile
Media 7 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Single 8,888 1.0%
Media 8 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Married - No Children 8,888 1.0%
Media 9 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Married - Yes Children 8,888 1.0%
Media 10 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Others or unknown 8,888 1.0%
Subtotal 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Total 8,888 100%
Site Traffic Response Mechanics
Total Site Traffic Unique Visitors Site Visits Free Sign-up Pre-Order
Campaign Key Performance Indicators
Road Shows 888,888,888 888,888,888 888,888,888 888,888,888 1.0% Total Pre-Ordered LED Products 888,888
Other Traffic Drivers 888,888,888 888,888,888 888,888,888 888,888,888 1.0% Total Redemption Vouchers Sent 888,888
Total Traffic 888,888,888 888,888,888 888,888,888 888,888,888 1.0% Total Vouchers Redeemed for Purchase at Retail-POS 888,888
Redemption Rate 1.00%
Engagement and Sales Conversion Total Unique Site Visitors 888,888
Sent Delivered Opened Site Visits Pre-Order Total Site Visits 888,888
Sorry E-Mail 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Estimated Site Re-Visitation Rate 1.00%
Monthly Newsletter 1 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Unique Visitors "Why LED" (Percentage based on Total Unique Site Visitors) 888,888 1.00%
Monthly Newsletter 2 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Unique Visitors "Discover LED" (Percentage based on Total Unique Site Visitors) 888,888 1.00%
Monthly Newsletter 3 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Unique Visitors "Experience LED" (Percentage based on Total Unique Site Visitors) 888,888 1.00%
Total Newsletter 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Completed Consumer Surveys (Percentage based on Total Unique Site Visitors) 888,888 1.00%
Reminder E-Mail 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Total Campaign Costs - EUR 888,888
Total Number of Sales 888,888
Stock Available E-Mail 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Average Net-Profit per Sales - EUR 888,888
Total Engagement 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Return on Invest (ROI) / Return on Promotion (ROP) 1.00%
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- 60. What matters
IS NOT IS
The cost of your How much extra
campaign sales it
generates
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- 61. STUDY CASE
SIMULATION PHASE
WWW.F5DC.COM
ROI CALCULATOR
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- 63. HANDS-ON EXERCISE
WWW.F5DC.COM
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- 64. Touch point Analysis
Map your customer experience journey
• Delivery mechanism, channel , promise from brand
Identify the various contact point
• Organize, check for message consistency, channel linkages
Touch point functions
• Does it fulfill the objectives?
Determine the elements to measure
• You can measure almost everything, be selective
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- 65. Thanks.
Do you have any question ?
http://bit.ly/aEmARR f5dc gregbirge
fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM