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Behavioral Targeting:
Segmentação Comportamental
       do Consumidor Online
            herman.fuchs@predicta.net
       ...
Agenda

  1.   Quem sou eu?
  2.   O que é BT? Por que utilizar? Tipos de BT?
  3.   Estratégias e Táticas de Implementaçã...
quot;A vida é um
                                                                grande mashupquot;
Quem sou eu?

     Te...
Behavioral Targeting ou
                                                              quot;BTquot; para os íntimos
O que é...
A mensagem correta,
                                                                      no lugar correto,
Por que utiliz...
Um sabor para
                                                                   cada consumidor
Tipos de BT

      Adnet...
Antes de mais nada,
                                                                       defina seus objetivos!
Estratég...
Criação de grupos de
                                                                                comportamento
Tática:...
Futuro: campanhas cada
                                                                vez mais segmentadas
Tática: Anúnci...
Estudo de Caso sucesso xxx
                             Case de

Resultados Reais   Behavioral Targeting
                 ...
Case de Sucesso:
                                                      Renault + RMG + Webmotors
Resultados Reais

      ...
Case de Sucesso:
                                                   Renault + RMG + Webmotors
Resultados Reais

      Dir...
Case de Sucesso:
                                                   Renault + RMG + Webmotors
Resultados Reais

      Men...
Case de Sucesso:
                              Renault + RMG + Webmotors
Resultados Reais

      Impacto




            ...
Case de Sucesso:
                                            Renault + RMG + Webmotors
Resultados Reais

       Performan...
Case de Sucesso:
                                                                                      Renault + RMG + Web...
Ciclo PDCA:
                                                            Plan, Do, Check, Act
Dicas

   Veículos           ...
Behavioral Targeting
                                                             Standards Consortium
BTSC

    Site: ht...
Predicta

      Fundada 1999, a Predicta é uma empresa especializada em serviços de
       inteligência. Com nossas soluç...
Predicta

      11 das 13 maiores agências de publicidades no Brasil confiam na Predicta para
       administrar suas cam...
Obrigado

     Herman Fuchs
      Operations Intelligence Manager
      herman.fuchs@predicta.net

     Blog NaMedida
  ...
Behavioral Targeting: Segmentação Comportamental de Consumidores Online
Behavioral Targeting: Segmentação Comportamental de Consumidores Online
Behavioral Targeting: Segmentação Comportamental de Consumidores Online
Behavioral Targeting: Segmentação Comportamental de Consumidores Online
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Behavioral Targeting: Segmentação Comportamental de Consumidores Online

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Apresentação realizada em Vitória/ES sobre Behavioral Targeting. O que é, como funciona, melhores práticas e cases reais da Predicta.

Published in: Business
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Behavioral Targeting: Segmentação Comportamental de Consumidores Online

  1. 1. Behavioral Targeting: Segmentação Comportamental do Consumidor Online herman.fuchs@predicta.net 24 de Outubro de 2008 Vitória, ES, Brasil
  2. 2. Agenda 1. Quem sou eu? 2. O que é BT? Por que utilizar? Tipos de BT? 3. Estratégias e Táticas de Implementação 4. Resultados Reais 5. A Predicta
  3. 3. quot;A vida é um grande mashupquot; Quem sou eu?  Tecnologia nipo-germânica ;-)  5 anos de Predicta, atualmente Gerente de Operações e colaborador de diversas áreas e produtos internos  8 anos no mercado de mídia online  Se comunicava online desde que quot;BBSquot; era a tecnologia emergente  Músico nas horas vagas  O que eu escrevi: http://twitter.com/sysop  O que eu vi: http://www.flickr.com/photos/sysop  O que eu ouvi: http://www.last.fm/user/Sysop  O que estou vendo, ao vivo: http://qik.com/sysop  Para onde eu viajei: ...
  4. 4. Behavioral Targeting ou quot;BTquot; para os íntimos O que é BT?  Habilidade de usar dados sobre o comportamento das pessoas para criar segmentos e direcionar conteúdo Veja também: Collaborative Filtering (CF), filtragem de padrões de dados usando múltiplas fontes de informação. Aplicações práticas: sistemas de recomendação, previsões de interesse, criação de rankings, etc  Amazon  Last.fm  Netflix  TiVo
  5. 5. A mensagem correta, no lugar correto, Por que utilizar? no momento correto  Usuários e desenvolvedores: melhora a experiência de navegação, mostrando apenas conteúdo relevante ao perfil do visitante (mais rico e interessante), privacidade e opt-out  Sites e veículos: rentabiliza estoque publicitário, possibilita a customização da entrega de conteúdo, aumenta o CPM médio ($), comercialização de áreas sub-utilizadas no site  Marketeiros e anunciantes: solução para a super-exposição de anúncios, melhor ROI ($$$), taxas de conversão (aquisição), compreensão dos consumidores, linhas criativas de acordo com segmentos, planos de mídia mais qualificados
  6. 6. Um sabor para cada consumidor Tipos de BT  Adnetwork BT: rede de sites que trocam informações, restrito aos sites integrantes  On-site BT ou On-portal BT: feito pelo próprio site ou portal aonde você navega  Behavioral targeting ou site re-targeting: segmentos criados a partir de comportamentos de navegação, como por exemplo usuários que gostam de música e tecnologia ou que desistiram de compra anterior  Creative re-targeting: atingir pessoas que já foram impactadas por campanhas e anúncios previamente  Search re-targeting: indexação de páginas do site por palavras-chave e posterior segmentação de acordo com relevância. Pode ser relacionado com busca orgânica (referrer) ou search engine do próprio site;  Out-of-context: segmentos propositalmente fora do contexto  ISP BT: identificação de navegação por provedores de acesso  Adware: instalação de software de monitoração
  7. 7. Antes de mais nada, defina seus objetivos! Estratégia  Impacto em momento estratégico na janela de tempo para conversão 1.Usuário reconhece a 2. Busca de informações 3. Avaliação de alternativas 4. Decisão de compra necessidade Homepage Homepage Homepage Terra Ofertas > Terra Ofertas Terra Terra Ofertas Terra Detalhes do Produto Checkout Shopping Eletrônicos > TV's 27quot;-31quot;
  8. 8. Criação de grupos de comportamento Tática: Segmentos Homepage Conceito: RFD (Recency, Frequency & Duration), para criar segmentos Esportes Música Notícias  Recência: quanto tempo que cada usuário age da forma pré-estabelecida antes de entrar em um segmento Tênis Jazz Pop Brasil Mundo  Frequência: quantas vezes cada visitante visita cada conteúdo Futebol  Duração: quanto tempo os usuários permanecem nos Acid Fusion segmentos Usuários que gostam de Jazz
  9. 9. Futuro: campanhas cada vez mais segmentadas Tática: Anúncios 1. Identificar Usuários 2. Criar Segmentos 3. Direcionar Mensagens 4. Analisar Resultados A B Identificar e mapear Criar segmentos Criar peças de Analisar resultados comportamento dos desejados acordo com usuários no website segmentos Tomada de decisões (RFD) Direcionar a campanha Monitorar
  10. 10. Estudo de Caso sucesso xxx Case de Resultados Reais Behavioral Targeting Renault / RMG / Webmotors Campanha: Novo Megané  aaaaaa
  11. 11. Case de Sucesso: Renault + RMG + Webmotors Resultados Reais  Identificação de usuários e definição de segmentos Mégane X Buscaram um Mégane usado Concorrentes Mégane Y Buscaram um carro usado concorrente do Mégane Busca carros usados Z Buscaram um carro usado fora dos grupos X e Y Controle – aleatório C Usuários selecionados aleatoriamente
  12. 12. Case de Sucesso: Renault + RMG + Webmotors Resultados Reais  Direcionamento de anúncios para cada canal e segmento Homepage Revistas
  13. 13. Case de Sucesso: Renault + RMG + Webmotors Resultados Reais  Mensuração de passos para conversão: web analytics Home Renault Home Mégane Conversão
  14. 14. Case de Sucesso: Renault + RMG + Webmotors Resultados Reais  Impacto 159 mil 2,11 usuários Imps. / Visitante impactados
  15. 15. Case de Sucesso: Renault + RMG + Webmotors Resultados Reais  Performance Visitas Visitas Home Mégane Conversão CTR % % Mégane X 1,76% 0,97% 0,38% Concorrentes Y 0,63% 0,14% 0,06% Outros Z 0,65% 0,11% 0,04% Controle C 0,69% 0,09% 0,03%
  16. 16. Case de Sucesso: Renault + RMG + Webmotors Resultados Reais  Conclusão : site re-targeting efetivo! 0.30% 0.97% 0.38% 0.25% 10,6 X 11,7 X % de Visitas 0.20% Mégane X 0.14% 0.15% Concorrentes Y 0.11% 0.10% 0.09% Outros Z 0.06% Controle C 0.04% 0.05% 0.03% X Y Z C X Y Z C 0.00% Home Mégane Página de Conversão
  17. 17. Ciclo PDCA: Plan, Do, Check, Act Dicas Veículos Anunciantes  Evitar saturação de exposição  Plano de mídia com segmentos. de mídia com recursos como Se possível, estimar cobertura controle de frequência  Não quot;segmentarquot; de forma muito  Utilizar usuários segmentados a abrangente ou muito pouco tempo: recência específica, sem que haja massa  Priorizar inventário para crítica de usuários campanhas segmentadas  Linhas criativas eficientes para  Saber como vender e divulgar cada segmento BT de seu site  Testar, acompanhar e otimizar
  18. 18. Behavioral Targeting Standards Consortium BTSC  Site: http://www.btstandards.org  Educar o mercado sobre utilização de behavioral targeting  Desenvolver nomenclaturas padrão (ex.: site re-targeting, search re-targeting ou creative re-targeting)  Definir o que constitui um segmento de usuários  Determinar que tipos de informações são passíveis de serem armazenadas (privacidade)  Associar empresas que estejam trabalhando com BT
  19. 19. Predicta  Fundada 1999, a Predicta é uma empresa especializada em serviços de inteligência. Com nossas soluções, nossos clientes utilizam a Internet como um poderoso canal de marketing. São resultados tangíveis obtidos através de um conjunto de produtos e serviços especialmente desenvolvidos por profissionais de marketing online.  + 100 empregados  Plataformas de Adserving e Web Analytics totalmente integradas  A maior estrutura de Operações online da América Latina  Time de Business Intelligence focado em transformar dados em informações estratégicas  Parceira confiável com os veículos de mídia do Brasil
  20. 20. Predicta  11 das 13 maiores agências de publicidades no Brasil confiam na Predicta para administrar suas campanhas online  18 das 22 Top of Mind Marcas Brasileiras utilizam o serviço de inteligência da Predicta para maximizar os resultados do seu marketing online  2 dos 3 maiores Portais Brasileiros escolhem a Predicta Atmosphere como sua plataforma web analytics  Mais de 99% dos Brasileiros Internautas impactados por um anúncio servido pela Predicta  Melhor colocação das Américas (2º lugar mundial) no Web Analytics Championship  Primeira empresa Latino-Americana a utilizar com sucesso o behavioral targeting  Afiliações: Instructors in the only Web Analytics certification course sponsored by the University of British Columbia and the University of California.
  21. 21. Obrigado  Herman Fuchs Operations Intelligence Manager herman.fuchs@predicta.net  Blog NaMedida http://namedida.blog.br  Predicta Rua Gomes de Carvalho 1510 São Paulo, SP, Brasil +55 11 3512-0800 http://www.predicta.net

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