Why Measuring Digital
Marketing initiatives ?
Measure Omni-channel in a effective way
Build contextualized kpi’s to measure digital
Optimized acquisition cost and investment turn
Recommend best practices and analyze trends
Link for image credits http://snip.ly/j3nlk
Fontes: Forbes 2011 ;
Managers and C - Suite
• 72 % of manager and C- Suite
claim that marketers are always
asking for more budget without
justifying with data
• Reduce churn and acquisition
• Online is always open 7 days a
week and 24 hours a day
Segmentation and Conversion
Email Social media Search Ads Display Ads Social Ads
Campaigns 2014 Campaigns 2015 Campaign 2016
The key to sustainable growth is
▪ Data quality
▪ Traffic segmentation
▪ Verifying conversions paths for
different channels and personas
▪ Optimizing campaigns
▪ Understanding Key behaviors
▪ Learn how and when your KPI must be
setup (Key Performance Indicators)
Quality or Quantity?
▪ Bounce rate
▪ Conversion rate
▪ New newsletter subscribers / Monthly
▪ Average order value
e-mail Social Media
Dirct Organic Search
Avg time session
e-mail Social Media
Direct Organic Search
Master Class Campaign by
Business Information to decide
Fonte: Marketing Sherpa 2012
0% 20% 40% 60% 80%
Performance Metrics example: Conversion
Lead Generation in new business
Referrals and areas of expertise
Laura Henriques- Coordinator of the Quality Unit of Systems and
I have recruited the services of IT Tech BuZ to organize internal workshops
on the subject Metrics and Performance Indicators of a set of electronic
services of ANACOM. Jorge conducted the workshops very professionally.
The results were excellent. Thanks to these brilliantly conducted work
sessions, the organization has been able to use a very useful set of
management tools on a very regular basis.
Ricardo Tomé - Director Media Capital Digital (TVI.pt , TVI24.pt ,
Maisfutebol.pt, IOL.pt, Spotmais.iol.pt …)
Jorge and IT Tech BuZ were indispensable in the company for its evangelizing role
and normalizer of good practices and correct implementation of Google Analytics
in many of our projects. No doubt what seems simple comes from this simplicity only
of those who know the tool in depth and can get the most out of it. Critical a
correct implementation and collection for total security in the analysis and
production of information from that Date..
What we do and how
collection •Local/remote training
with current setup
•Mentoring and follow
Founder and Senior Partner of IT Tech BuZ, a consulting firm specializing in the Corporate Analytics & Metrics
services related to the digital industry.
He has extensive experience in the training, consulting and implementation of projects associated with the
analysis and measurement component of Digital Marketing.
Graduated from the University of British Columbia with a degree of "Achieving Award of Web Analytics" is also
certified by the Google Analytics Academy in "Analytics Individual Certified" since 2010.
Invited speaker at various seminars, conferences and workshops to address the specific theme of Digital
Marketing measurement and best analytical and monitoring practices.
Invited lecturer at the European University for the module Google Analytics Lab and Clickstream Analysis,
inserted in the Executive Master in Digital Marketing.
In his most recent projects in this area, has been leading and share knowledge with various companies,
brands and organizations, including: ANACOM, Delta Q, Brisa, Via Verde, Digital Media Capital, among
Web site: http://ittechbuz.com/