Analytics: Primeiros Passos - 2012-05-21

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  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • Aqui eu trocarila “clicks” e “interações” por “taxa de retorno de visitantes”, pra deixar tudo na mesma linha.. Acho que fica mais bonitinho... E mexeria no tamanho da fonte das duas pra não confundir. 
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • 92% of that growth was from people of color.
  • Analytics: Primeiros Passos - 2012-05-21

    1. 1. ANALYTICSDIFERENCIAL NA COMUNICAÇÃO DIGITAL21.5.12 © 2012 R/GA All rights reserved.
    2. 2. Sobre/Henrique Ribeiro © 2012 R/GA All rights reserved. /2
    3. 3. /Agenda /01 /02 /03 Overview Pilares Ok. Mas e aí? O que é Analytics Owned Media Resultados Métricas Paid Media Análise KPI’s Earned Media Diferencial © 2012 R/GA All rights reserved. /3
    4. 4. /01Overview © 2012 R/GA All rights reserved. /4
    5. 5. /Problema “Metade do dinheiro investido emmarketing vai para o lixo, só não sesabe qual metade.” Velha máxima de profissionais de marketing © 2012 R/GA All rights reserved. /5
    6. 6. /Offline “Metade do dinheiro investido emmarketing vai para o lixo, só não sesabe qual metade.” Velha máxima de profissionais de marketing © 2012 R/GA All rights reserved. /6
    7. 7. © 2012 R/GA All rights reserved. /7
    8. 8. © 2012 R/GA All rights reserved. /8
    9. 9. /SoluçãoANALYTICS. © 2012 R/GA All rights reserved. /9
    10. 10. /Definição“Web Analytics é a medição, coleta,análise e a comunicação dos dados deInternet com o propósito de compreendere otimizar o uso da Web.” DAA – Digital Analytics Association © 2012 R/GA All rights reserved. / 10
    11. 11. /02Pilares © 2012 R/GA All rights reserved. / 11
    12. 12. /Pilares Owned Paid Earned Media Media Media © 2012 R/GA All rights reserved. / 12
    13. 13. /Pilares Owned Paid Earned Media Media Media Blog, e-commerce, Fanpage, Comunidade, Site, Aplicativo Mobile, etc.. © 2012 R/GA All rights reserved. / 13
    14. 14. /Pilares Owned Paid Earned Media Media Media Televisão, Revista, Rádio, Jornais, Cinema, Outdoors, Banners, e-Mail Marketing, SEM/Paid, Busca, PDV, etc.. © 2012 R/GA All rights reserved. / 14
    15. 15. /Pilares Owned Paid Earned Media Media Media Facebook, Twitter, YouTube, Flickr, Blogs, Fóruns. © 2012 R/GA All rights reserved. / 15
    16. 16. /Pilares Owned Paid Earned Media Media Media Televisão, Revista, Rádio, Blog, e-commerce, Fanpage, Jornais, Cinema, Outdoors, Facebook, Twitter, YouTube, Comunidade, Site, Aplicativo Banners, e-Mail Marketing, Flickr, Blogs, Fóruns. Mobile, etc.. SEM/Paid, Busca, PDV, etc.. © 2012 R/GA All rights reserved. / 16
    17. 17. Mas o que são as Métricas? © 2012 R/GA All rights reserved. / 17
    18. 18. /Definição “Uma métrica é um sistema de mensuração que quantifica uma tendência, dinâmica ou característica. Métricas são usadas para explicar fenômenos, diagnosticar causas, compartilhar descobertas e projetar os resultados de eventos futuros.” Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein © 2012 R/GA All rights reserved. / 18
    19. 19. E o que são KPIs? © 2012 R/GA All rights reserved. / 19
    20. 20. Um indicador de performance, ou Key Performance Indicator (KPI) é uma medida de performance. Tais medidas são usadas comumente para ajudar uma organização a definir e avaliar o quão bem sucedida é. http://en.wikipedia.org© 2012 R/GA All rights reserved. / 20
    21. 21. E como isso tudo funciona junto? © 2012 R/GA All rights reserved. / 21
    22. 22. Objetivos Impacto do maior número de consumidores com a mensagem da São campanhatraduzidos em KPIs Site: Nº de visitantes únicos, nº de visualizações do vídeo conceito Mídia Gráfica: cobertura (Usuários impactados), nº de visualizações do Que são vídeo conceitomensurados por Métricas Site: Web Analytics, Action Tags Ad Server Ferramentas Display Media: Ad Server © 2012 R/GA All rights reserved. / 22
    23. 23. Como mensuramosesses pilares? © 2012 R/GA All rights reserved. / 23
    24. 24. Owned Media © 2012 R/GA All rights reserved. / 24
    25. 25. Como funciona? © 2012 R/GA All rights reserved. / 25
    26. 26. Como funciona? … © 2012 R/GA All rights reserved. / 26
    27. 27. © 2012 R/GA All rights reserved. / 27
    28. 28. © 2012 R/GA All rights reserved. / 28
    29. 29. © 2012 R/GA All rights reserved. / 29
    30. 30. /Ferramentas © 2012 R/GA All rights reserved. / 30
    31. 31. /MétricasBounce rate tempo médio de navegação taxa de retorno de visitantes únicos visitantes clicks interações visualizações de página visitas © 2012 R/GA All rights reserved. / 31
    32. 32. PAID MEDIA © 2012 R/GA All rights reserved. / 32
    33. 33. Como funciona? © 2012 R/GA All rights reserved. / 33
    34. 34. Como funciona? … © 2012 R/GA All rights reserved. / 34
    35. 35. O usuário impactado por “paid media”tem o mesmo mesmo processo daquele de “owned media”. Lembram? © 2012 R/GA All rights reserved. / 35
    36. 36. © 2012 R/GA All rights reserved. / 36
    37. 37. © 2012 R/GA All rights reserved. / 37
    38. 38. © 2012 R/GA All rights reserved. / 38
    39. 39. /Ferramentas © 2012 R/GA All rights reserved. / 39
    40. 40. /Métricas Impressões Cliques Taxa de Clique (CTR) Custo por clique (CPC) Conversão Taxa de conversão Custo por conversãoUsuários únicos impactados © 2012 R/GA All rights reserved. / 40
    41. 41. EARNED MEDIA © 2012 R/GA All rights reserved. / 41
    42. 42. Como funciona? © 2012 R/GA All rights reserved. / 42
    43. 43. Se eu falar que o processo para “earned media” é praticamente o mesmo, vocêsacreditam? Só não temos o cookie dessa vez... © 2012 R/GA All rights reserved. / 43
    44. 44. © 2012 R/GA All rights reserved. / 44
    45. 45. © 2012 R/GA All rights reserved. / 45
    46. 46. © 2012 R/GA All rights reserved. / 46
    47. 47. /Ferramentas © 2012 R/GA All rights reserved. / 47
    48. 48. /MétricasVolume de Menções Sentimento (hibrido, negativo, positivo e neutro) Conversas Interações © 2012 R/GA All rights reserved. / 48
    49. 49. /03Ok. Mas e aí? © 2012 R/GA All rights reserved. / 49
    50. 50. Resultados = Análises © 2012 R/GA All rights reserved. / 50
    51. 51. “Nem tudo que conta pode ser mensurado, e nem tudo que pode ser mensurado conta.” – Albert Einstein © 2012 R/GA All rights reserved. / 51
    52. 52. /Inteligência © 2012 R/GA All rights reserved. / 52
    53. 53. /Envolvimento Objetivos de Negócio ROI Base de Clientes Vendas Retenção de Clientes Objetivos de Marketing Volume de venda por clientes Novos clientes Percepções da Marca Efetividade Eficiência Engajamento  Taxas de Clique  Custo por Clique  EnvolvimentoObjetivos de  Conversão  Custo por Venda  InteraçãoComunicação  Awareness  Alcance  Influência © 2012 R/GA All rights reserved. / 53
    54. 54. Diferencial © 2012 R/GA All rights reserved. / 54
    55. 55. © 2012 R/GA All rights reserved. / 55
    56. 56. Usar os números paracontar histórias sobreuma ação digital © 2012 R/GA All rights reserved. / 56
    57. 57. Converter os númerosem informação eassim obterconhecimento © 2012 R/GA All rights reserved. / 57
    58. 58. Otimizar a experiênciado usuário © 2012 R/GA All rights reserved. / 58
    59. 59. Fazer recomendaçõesque sejam efetivaspara o negócio docliente © 2012 R/GA All rights reserved. / 59
    60. 60. Definir valor para acomunicação digital © 2012 R/GA All rights reserved. / 60
    61. 61. Obrigado! ;)Henrique Ribeirohenrique.ribeiro@rga.comFB: /riqueshocTW: @riqueshoc
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