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Presentación de Mariano Filarent, de Media Contacts en HOWA Buenos Aires 2011

Presentación de Mariano Filarent, de Media Contacts en HOWA Buenos Aires 2011

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  • 1. HOWAMariano FilarentBuenos Aires, Noviembre 2011
  • 2. Analyze me
  • 3. ¿Quién soy yo?11/15/2011 :: 3
  • 4. Quiénes Somos
  • 5. ¿Qué es Media Contacts?11/15/2011 :: 5
  • 6. Media Contacts a nivel mundial 33 países Red global 43 oficinas + de 600 clientes + de 1.000 profesionales11/15/2011 :: 6
  • 7. Nuestro rol en el mercado Anunciantes Medios Agencia Creativa Comprador de Espacios Optimizador de Campañas Agencia Social Media Desarrollador11/15/2011 :: 7
  • 8. Cómo nos capacitamos
  • 9. Capacitaciones Externas Internas Periódicas Circunstanciales • Discipline Meetings • Meeting regionales • Meeting anuales • Hd Library • Grupos de correo (search, Otros recursos social media y analytics) • HD Space11/15/2011 :: 9
  • 10. Nuestro proceso
  • 11. El proceso Brief •Traducción a Objetivos Hipótesis Optimización •Análisis del target Planificación y Análisis Selección de Medios Implementación de Set Up Campañas Medición11/15/2011 :: 11
  • 12. Cómo intervienen los sistemas de análisis
  • 13. Las herramientas inmersas en el proceso Brief •Traducción a Objetivos Hipótesis Optimización •Análisis del target Análisis Selección de Medios Implementación de Set Up Campañas Medición11/15/2011 :: 13
  • 14. Análisis del Target y Selección de Medios  – Acciones de los usuarios  – Sitios Actividades Online Total Mujeres 25-49 BC con Internet Afinidad100,00% 35090,00% 30080,00%70,00% 25060,00% 20050,00% 15040,00% Es relevante esta información?30,00% 10020,00% 5010,00% 0,00% 0 Ver videos on line Lect.de Diarios Participar en redes Lectura de revistas E-mail Escuchar Música Web buscar trabajo buscadores espectáculos Consultar noticias Acceso a Consultar Online sociales Modalidad ó Tiempo de Unidades Unidad de Campaña disponibles? Compra Fija / CPM /CPC / CPA 11/15/2011 :: 14
  • 15. Las fuentes de información realmente útiles en Internet Formatos Keywords Display SEM SEO • Base Interna de • Adwords KW Tool • Adwords KW Tool Performance • Sitio del • Seomoz Anunciante • Google Insights11/15/2011 :: 15
  • 16. Nuestra herramienta de análisis  Correcta atribución para una mejor redirección del presupuesto Resultado Banner Resultado Natural Conversión patrocinado11/15/2011 :: 16
  • 17. Acompañada de una herramienta de optimización avanzada para Adwords Bid Variación Keyword Deep Linking / Management Automática de Expansion AB Testing según reglas Creatividades11/15/2011 :: 17
  • 18. Cómo traducimos esta información a losanunciantes?
  • 19. Reporting Semanal Quincenal Mensual Rendimiento Insights Rendimiento Optimizaciones Optimizaciones Tácticas estratégicas11/15/2011 :: 19
  • 20. Reporting Semanal Day Creative Width Creative Height Creative File Name Creative Description Impressions Clicks CTR (%) Conversions Conversions Conversions Click Gross 31/10/2011 160 600 160x600_no_mas_peleas_2.tpl 160x600_no_mas_peleas_2.tpl 0 4 0 160 600 160x600_PROMOMIX_v2.tpl 160x600_PROMOMIX_v2.tpl 332.950 254 0,07 1 9 0,431 43,57 300 250 300x250_PROMOMIX_v2.tpl 300x250_PROMOMIX_v2.tpl 575 0 0 0 0 728 90 728x90_PROMOMIX_v2.tpl 728x90_PROMOMIX_v2.tpl 2 0 0 0 0 160 600 DTV_semanaLocaRIO_160x600_001.tpl DTV_semanaLocaRIO_160x600_001.tpl 22.306 22 0,1 0 9 0 4,13 300 250 DTV_semanaLocaRIO_300x250_001.tpl DTV_semanaLocaRIO_300x250_001.tpl 571 0 0 0 0 160 600 HDplus_Argentina__MMN_160x600_1.tpl HDplus_Argentina__MMN_160x600_1.tpl 333.342 322 0,1 1 9 0,3106 60,47 300 250 HDplus_Argentina__MMN_300x250_1.tpl HDplus_Argentina__MMN_300x250_1.tpl 569 1 0,18 0 0,19 728 90 HDplus_Argentina__MMN_728x90_1.tpl HDplus_Argentina__MMN_728x90_1.tpl 2 0 0 0 0 31/10/2011 667.440 577 0,09 2 31 0,3466 108,36 Mensual11/15/2011 :: 20
  • 21. Algunos casos
  • 22. "NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), isconfidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without theexpress and written consent of Media Contacts.”©Media Contacts. All rights reserved.11/15/2011 :: 22
  • 23. "NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), isconfidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without theexpress and written consent of Media Contacts.”©Media Contacts. All rights reserved.11/15/2011 :: 23
  • 24. "NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), isconfidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without theexpress and written consent of Media Contacts.”©Media Contacts. All rights reserved.11/15/2011 :: 24
  • 25. "NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), isconfidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without theexpress and written consent of Media Contacts.”©Media Contacts. All rights reserved.11/15/2011 :: 25
  • 26. "NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), isconfidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without theexpress and written consent of Media Contacts.”©Media Contacts. All rights reserved.11/15/2011 :: 26
  • 27. "NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), isconfidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without theexpress and written consent of Media Contacts.”©Media Contacts. All rights reserved.11/15/2011 :: 27
  • 28. "NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), isconfidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without theexpress and written consent of Media Contacts.”©Media Contacts. All rights reserved.11/15/2011 :: 28
  • 29. 200,0180,0 Inversión Activaciones160,0140,0 2009 fue el start up y año de aprendizaje120,0 de la cuenta100,0 2010 empujado por el Mundial superó ampliamente la performance 2009. 80,0 2011 seguimos optimizando el SAC por 60,0 eso a menor inversión que en 2009 conseguimos más activaciones. 40,0 20,0 0,0 2009 2010 2011"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), isconfidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without theexpress and written consent of Media Contacts.”©Media Contacts. All rights reserved. BACK11/15/2011 :: 29
  • 30. BACK <
  • 31. Lo que hay que saber
  • 32. Lo que hay que saber  Todavía hay muchos clientes grandes con poca inserción en el manejo de Analytics.  Las planificación de medios online está todavía más basada en herramientas de perfil off que on.  Nuestra agencia mutará a un modelo más orientado al análisis de información y optimización en detrimento de la gestión de cuentas.11/15/2011 :: 38
  • 33. Thank you!Obrigado!Gracias!Merci!Grazie!Arigatô!Vielen Danke!Terima Kasi!