Innovative Informations Systems : an  empirical  study about results measurements of an online campaign XI S EME A D São P...
Almost all people at some point of history developed a system of measurement and information...
... allowing development based on: metrics, information analysis and decision-making
... information reached business mainly through accounting ...
... FORD took information to production line reducing the time for assembly a car from 12.5 hours to 1.5 hours ...
... TOYOTA improved the information system integrating the whole value chain creating competitive advantage...
... but when we think about return over investments in marketing ...
<ul><li>&quot;I know half of my advertising is wasted, I just don't know which half.&quot; -  John Wanamaker </li></ul>We ...
...  this is changing since measurements on digital enviroments are easier and cheaper
WHAT SHOULD WE USE TO MEASURE RESULTS?
The Research
GOALS <ul><li>Evaluate a case of results measurements using  a Marketing Information System </li></ul><ul><ul><li>Colect d...
<ul><li>Campaign Goal: </li></ul><ul><ul><li>Promotion of a new soda </li></ul></ul><ul><li>Period: </li></ul><ul><ul><li>...
<ul><li>The better exposure hour is between 7-8 AM and at 7 PM </li></ul><ul><li>The better performance (CTR) hour is betw...
RESULTS <ul><li>The campaign promoted the new product with: </li></ul><ul><li>19.2 MM impressions </li></ul><ul><li>Covera...
CONCLUSIONS <ul><li>20% of the brazilian internet users was reached </li></ul><ul><li>Web Analytics as an Information Syst...
THANKS ! Douglas Tokuno, Msc. [email_address]   USP – Universidade de São Paulo  http://www.erudito.fea.usp.br/portalfea/ ...
Upcoming SlideShare
Loading in...5
×

Innovative Informations Systems: an empirical study about results measurements of an online campaign

1,398

Published on

English version of the presentation of a research for SEMEAD

Published in: Education, Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,398
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
48
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Innovative Informations Systems: an empirical study about results measurements of an online campaign

  1. 1. Innovative Informations Systems : an empirical study about results measurements of an online campaign XI S EME A D São Paulo, August 29 th 2008 Douglas Tokuno – [email_address] Manuella de Oliveira Lima – [email_address]
  2. 2. Almost all people at some point of history developed a system of measurement and information...
  3. 3. ... allowing development based on: metrics, information analysis and decision-making
  4. 4. ... information reached business mainly through accounting ...
  5. 5. ... FORD took information to production line reducing the time for assembly a car from 12.5 hours to 1.5 hours ...
  6. 6. ... TOYOTA improved the information system integrating the whole value chain creating competitive advantage...
  7. 7. ... but when we think about return over investments in marketing ...
  8. 8. <ul><li>&quot;I know half of my advertising is wasted, I just don't know which half.&quot; - John Wanamaker </li></ul>We imagine that ...
  9. 9. ... this is changing since measurements on digital enviroments are easier and cheaper
  10. 10. WHAT SHOULD WE USE TO MEASURE RESULTS?
  11. 11. The Research
  12. 12. GOALS <ul><li>Evaluate a case of results measurements using a Marketing Information System </li></ul><ul><ul><li>Colect data from an IS of an online campaign </li></ul></ul><ul><ul><li>Analyze and verify if informations can help the company to optmize resources </li></ul></ul><ul><ul><li>Evaluate information importance to generate Competitive Advantage </li></ul></ul>METHODOLOGY <ul><li>Exploratory and descritive case study </li></ul><ul><ul><li>Primary and secondary data </li></ul></ul><ul><li>Literature research </li></ul><ul><li>Quantitative and qualitative analysis </li></ul>
  13. 13. <ul><li>Campaign Goal: </li></ul><ul><ul><li>Promotion of a new soda </li></ul></ul><ul><li>Period: </li></ul><ul><ul><li>03/15 a 04/30/2007 </li></ul></ul><ul><li>Web sites: </li></ul><ul><ul><li>Abril, Click RBS, Guia da Semana, MSN, Queb, Virgula e Yahoo! </li></ul></ul>
  14. 14. <ul><li>The better exposure hour is between 7-8 AM and at 7 PM </li></ul><ul><li>The better performance (CTR) hour is between 2 and 6 PM </li></ul>PERFORMANCE PER HOUR
  15. 15. RESULTS <ul><li>The campaign promoted the new product with: </li></ul><ul><li>19.2 MM impressions </li></ul><ul><li>Coverage of 6.6 MM users </li></ul><ul><li>Average frequency 2.91 impressions / users </li></ul><ul><li>83% of product website visits </li></ul>
  16. 16. CONCLUSIONS <ul><li>20% of the brazilian internet users was reached </li></ul><ul><li>Web Analytics as an Information System can provide many informations and generate CA </li></ul><ul><li>Segmentation and direction possibility for online campaigns </li></ul><ul><li>Internet is really an efficient channel (enviroment + systems) </li></ul>
  17. 17. THANKS ! Douglas Tokuno, Msc. [email_address] USP – Universidade de São Paulo http://www.erudito.fea.usp.br/portalfea/ Manuella de Oliveira Lima, Msc. [email_address]
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×