The document discusses measuring digital marketing initiatives and provides recommendations. It summarizes that (1) measuring digital campaigns effectively can optimize acquisition costs and investment returns while recommending best practices, (2) managers want marketers to justify budgets with data on reducing churn and costs given digital is always open, and (3) the key to growth is quality data, segmentation, understanding conversion paths and behaviors, and setting up proper KPIs.

1. Corporate Presentation
2012-2017

2. Why Measuring Digital
Marketing initiatives ?
Measure Omni-channel in a effective way
Build contextualized kpi’s to measure digital
outcomes from
Optimized acquisition cost and investment turn
over
Recommend best practices and analyze trends
Link for image credits http://snip.ly/j3nlk

3. Fontes: Forbes 2011 ;
Opportunities and
challenges
72%
28%
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
cost
• Online is always open 7 days a
week and 24 hours a day

4. Segmentation and Conversion
4,3
2,5
3,5
4,5
1,5
2,4
4,4
1,8
2,8
2,5
2 2
3
5
2,75
Email Social media Search Ads Display Ads Social Ads
Campaigns 2014 Campaigns 2015 Campaign 2016

5. The key to sustainable growth is
obtained by:
▪ 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)
Digital
Ecosystem
Channel’
s
Behavior
KPI
KPI
KPI

6. Quality or Quantity?
Métrics:
▪ Users
▪ Pageviews
▪ Bounce rate
Kpis:
▪ Conversion rate
▪ New newsletter subscribers / Monthly
▪ Average order value

7. Dashboards
e-mail Social Media
Dirct Organic Search
 Conversion rate
10%
25%
11% 13%
e-mail Social
Media
Direct Organic
Search
 Customer support
 Avg time session
00:02:03
00:01:03
00:01:45
00:01:5000:00:00
00:00:43
00:01:26
00:02:10
e-mail
Social
media
Direct
Organic
Search
31%
29%
15%
25%
e-mail Social Media
Direct Organic Search
 Master Class Campaign by
medium
Users:
10 344
Sessions
100 344
Page views
753 254
New Users:
25%
Bounce rate
27,5%
Mobile Traffic
65%

8. Business Information to decide
Fonte: Marketing Sherpa 2012
32%
33%
56%
32%
65%
30%
29%
65%
33%
57%
0% 20% 40% 60% 80%
A/B Tests
Investiment Return
Performance Metrics example: Conversion
rates
Lead Generation in new business
ROI
2012 2011

9. Retail Tourism
Public
sector
Media
Referrals and areas of expertise
Laura Henriques- Coordinator of the Quality Unit of Systems and
Information Technologies
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..

10. What we do and how
•Site prep
•Overview about
measure plan,
business outcomes
•Implementing metrics
and KPI’s
Consulting
•Config data
collection (*)
Setup data
collection •Local/remote training
with current setup
•Mentoring and follow
up trainees
Training

11. About us
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
others.
Email: jorge.cunha@ittechbuz.com
Web site: http://ittechbuz.com/
LinkedIn: http://linkedin.com/in/jorgecunha
Jorge Cunha