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]

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 ...

"I know half of my advertising is wasted, I just don't know which half." - John Wanamaker We imagine that ...

"I know half of my advertising is wasted, I just don't know which half." - John Wanamaker

... this is changing since measurements on digital enviroments are easier and cheaper

WHAT SHOULD WE USE TO MEASURE RESULTS?

The Research

GOALS Evaluate a case of results measurements using a Marketing Information System Colect data from an IS of an online campaign Analyze and verify if informations can help the company to optmize resources Evaluate information importance to generate Competitive Advantage METHODOLOGY Exploratory and descritive case study Primary and secondary data Literature research Quantitative and qualitative analysis

Evaluate a case of results measurements using a Marketing Information System

Colect data from an IS of an online campaign

Analyze and verify if informations can help the company to optmize resources

Evaluate information importance to generate Competitive Advantage

Exploratory and descritive case study

Primary and secondary data

Literature research

Quantitative and qualitative analysis

Campaign Goal: Promotion of a new soda Period: 03/15 a 04/30/2007 Web sites: Abril, Click RBS, Guia da Semana, MSN, Queb, Virgula e Yahoo!

Campaign Goal:

Promotion of a new soda

Period:

03/15 a 04/30/2007

Web sites:

Abril, Click RBS, Guia da Semana, MSN, Queb, Virgula e Yahoo!

The better exposure hour is between 7-8 AM and at 7 PM The better performance (CTR) hour is between 2 and 6 PM PERFORMANCE PER HOUR

The better exposure hour is between 7-8 AM and at 7 PM

The better performance (CTR) hour is between 2 and 6 PM

RESULTS The campaign promoted the new product with: 19.2 MM impressions Coverage of 6.6 MM users Average frequency 2.91 impressions / users 83% of product website visits

The campaign promoted the new product with:

19.2 MM impressions

Coverage of 6.6 MM users

Average frequency 2.91 impressions / users

83% of product website visits

CONCLUSIONS 20% of the brazilian internet users was reached Web Analytics as an Information System can provide many informations and generate CA Segmentation and direction possibility for online campaigns Internet is really an efficient channel (enviroment + systems)

20% of the brazilian internet users was reached

Web Analytics as an Information System can provide many informations and generate CA

Segmentation and direction possibility for online campaigns

Internet is really an efficient channel (enviroment + systems)

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]