analytics: primeiros passos - 2012-05-21
DESCRIPTION
TRANSCRIPT
![Page 1: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/1.jpg)
© 2012 R/GA All rights reserved.
ANALYTICSDIFERENCIAL NA COMUNICAÇÃO DIGITAL21.5.12
![Page 2: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/2.jpg)
2© 2012 R/GA All rights reserved. /
Henrique Ribeiro
Sobre/
![Page 3: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/3.jpg)
3© 2012 R/GA All rights reserved. /
/01OverviewO que é AnalyticsMétricasKPI’s
/02PilaresOwned MediaPaid MediaEarned Media
/Agenda
/03Ok. Mas e aí?ResultadosAnáliseDiferencial
![Page 4: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/4.jpg)
/
© 2012 R/GA All rights reserved. 4/
01Overview
![Page 5: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/5.jpg)
5© 2012 R/GA All rights reserved. /
/Problema “Metade do dinheiro investido em marketing vai para o lixo, só não se sabe qual metade.”
Velha máxima de profissionais de marketing
![Page 6: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/6.jpg)
6© 2012 R/GA All rights reserved. /
/Offline “Metade do dinheiro investido em marketing vai para o lixo, só não se sabe qual metade.”
Velha máxima de profissionais de marketing
![Page 7: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/7.jpg)
7© 2012 R/GA All rights reserved. /
![Page 8: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/8.jpg)
8© 2012 R/GA All rights reserved. /
![Page 9: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/9.jpg)
9© 2012 R/GA All rights reserved. /
/Solução
ANALYTICS.
![Page 10: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/10.jpg)
10© 2012 R/GA All rights reserved. /
“Web Analytics é a medição, coleta, análise e a comunicação dos dados de
Internet com o propósito de compreender e otimizar o uso da Web.”
DAA – Digital Analytics Association
/Definição
![Page 11: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/11.jpg)
/
© 2012 R/GA All rights reserved. 11/
02Pilares
![Page 12: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/12.jpg)
12© 2012 R/GA All rights reserved. /
/PilaresEarned Media
OwnedMedia
PaidMedia
![Page 13: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/13.jpg)
13© 2012 R/GA All rights reserved. /
/Pilares
Blog, e-commerce, Fanpage, Comunidade, Site, Aplicativo
Mobile, etc..
Earned Media
OwnedMedia
PaidMedia
![Page 14: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/14.jpg)
14© 2012 R/GA All rights reserved. /
Earned Media
OwnedMedia
PaidMedia
/Pilares
Televisão, Revista, Rádio, Jornais, Cinema, Outdoors, Banners, e-Mail Marketing,
SEM/Paid, Busca, PDV, etc..
![Page 15: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/15.jpg)
15© 2012 R/GA All rights reserved. /
/PilaresEarned Media
OwnedMedia
PaidMedia
Facebook, Twitter, YouTube, Flickr, Blogs, Fóruns.
![Page 16: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/16.jpg)
16© 2012 R/GA All rights reserved. /
/PilaresEarned Media
Facebook, Twitter, YouTube, Flickr, Blogs, Fóruns.
PaidMedia
Televisão, Revista, Rádio, Jornais, Cinema, Outdoors, Banners, e-Mail Marketing,
SEM/Paid, Busca, PDV, etc..
Blog, e-commerce, Fanpage, Comunidade, Site, Aplicativo
Mobile, etc..
OwnedMedia
![Page 17: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/17.jpg)
© 2012 R/GA All rights reserved. 17/
Mas o que são as Métricas?
![Page 18: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/18.jpg)
18© 2012 R/GA All rights reserved. /
“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.”
/Definição
Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein
![Page 19: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/19.jpg)
© 2012 R/GA All rights reserved. 19/
E o que são KPIs?
![Page 20: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/20.jpg)
20© 2012 R/GA All rights reserved. /
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
![Page 21: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/21.jpg)
© 2012 R/GA All rights reserved. 21/
E como isso tudo funciona junto?
![Page 22: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/22.jpg)
22© 2012 R/GA All rights reserved. /
Objetivos
São traduzidos em
Que são mensurados
por
Impacto do maior número de consumidores com a mensagem da campanha
Site: Nº de visitantes únicos, nº de visualizações do vídeo conceitoMídia Gráfica: cobertura (Usuários impactados), nº de visualizações do
vídeo conceito
Site: Web Analytics, Action Tags Ad Server Display Media: Ad Server
Métricas
KPIs
Ferramentas
![Page 23: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/23.jpg)
23© 2012 R/GA All rights reserved. /
Como mensuramos
esses pilares?
![Page 24: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/24.jpg)
© 2012 R/GA All rights reserved. 24/
Owned Media
![Page 25: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/25.jpg)
25© 2012 R/GA All rights reserved. /
Como funciona?
![Page 26: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/26.jpg)
26© 2012 R/GA All rights reserved. /
Como funciona?…
![Page 27: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/27.jpg)
27© 2012 R/GA All rights reserved. /
![Page 28: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/28.jpg)
28© 2012 R/GA All rights reserved. /
![Page 29: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/29.jpg)
29© 2012 R/GA All rights reserved. /
![Page 30: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/30.jpg)
30© 2012 R/GA All rights reserved. /
/Ferramentas
![Page 31: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/31.jpg)
31© 2012 R/GA All rights reserved. /
/Métricas
Bounce rate tempo médio de navegação visitantes únicos taxa de retorno de visitantes clicks interações
visualizações de página visitas
![Page 32: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/32.jpg)
© 2012 R/GA All rights reserved. 32/
PAID MEDIA
![Page 33: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/33.jpg)
33© 2012 R/GA All rights reserved. /
Como funciona?
![Page 34: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/34.jpg)
34© 2012 R/GA All rights reserved. /
Como funciona?…
![Page 35: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/35.jpg)
35© 2012 R/GA All rights reserved. /
O usuário impactado por “paid media” tem o mesmo mesmo processo daquele
de “owned media”. Lembram?
![Page 36: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/36.jpg)
36© 2012 R/GA All rights reserved. /
![Page 37: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/37.jpg)
37© 2012 R/GA All rights reserved. /
![Page 38: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/38.jpg)
38© 2012 R/GA All rights reserved. /
![Page 39: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/39.jpg)
39© 2012 R/GA All rights reserved. /
/Ferramentas
![Page 40: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/40.jpg)
40© 2012 R/GA All rights reserved. /
/Métricas
Impressões Cliques Taxa de Clique (CTR)
Custo por clique (CPC) Conversão Taxa de
conversão Custo por conversão Usuários únicos impactados
![Page 41: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/41.jpg)
© 2012 R/GA All rights reserved. 41/
EARNED MEDIA
![Page 42: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/42.jpg)
42© 2012 R/GA All rights reserved. /
Como funciona?
![Page 43: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/43.jpg)
43© 2012 R/GA All rights reserved. /
Se eu falar que o processo para “earned media” é praticamente o mesmo, vocês
acreditam? Só não temos o cookie dessa vez...
![Page 44: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/44.jpg)
44© 2012 R/GA All rights reserved. /
![Page 45: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/45.jpg)
45© 2012 R/GA All rights reserved. /
![Page 46: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/46.jpg)
46© 2012 R/GA All rights reserved. /
![Page 47: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/47.jpg)
47© 2012 R/GA All rights reserved. /
/Ferramentas
![Page 48: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/48.jpg)
48© 2012 R/GA All rights reserved. /
/Métricas
Volume de Menções Sentimento (hibrido, negativo, positivo e neutro)
Conversas Interações
![Page 49: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/49.jpg)
/
© 2012 R/GA All rights reserved. 49/
03Ok. Mas e aí?
![Page 50: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/50.jpg)
© 2012 R/GA All rights reserved. 50/
Resultados = Análises
![Page 51: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/51.jpg)
51© 2012 R/GA All rights reserved. /
“Nem tudo que conta pode ser mensurado, e nem tudo que pode ser mensurado conta.” – Albert Einstein
![Page 52: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/52.jpg)
52© 2012 R/GA All rights reserved. /
/Inteligência
![Page 53: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/53.jpg)
53© 2012 R/GA All rights reserved. /
Objetivos de Comunicação
Objetivos de Marketing
Objetivos de Negócio
Efetividade Taxas de Clique Conversão Awareness
Eficiência Custo por Clique Custo por Venda Alcance
VendasRetenção de Clientes
Volume de venda por clientesNovos clientes
Percepções da Marca
ROIBase de Clientes
Engajamento Envolvimento Interação Influência
Analytics
/Envolvimento
![Page 54: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/54.jpg)
© 2012 R/GA All rights reserved. 54/
Diferencial
![Page 55: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/55.jpg)
© 2012 R/GA All rights reserved. 55/
![Page 56: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/56.jpg)
56© 2012 R/GA All rights reserved. /
1Usar os números para contar histórias sobre uma ação digital
![Page 57: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/57.jpg)
57© 2012 R/GA All rights reserved. /
2Converter os números em informação e assim obter conhecimento
![Page 58: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/58.jpg)
58© 2012 R/GA All rights reserved. /
3Otimizar a experiência do usuário
![Page 59: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/59.jpg)
59© 2012 R/GA All rights reserved. /
4Fazer recomendações que sejam efetivas para o negócio do cliente
![Page 60: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/60.jpg)
60© 2012 R/GA All rights reserved. /
5Definir valor para a comunicação digital
![Page 62: Analytics: Primeiros Passos - 2012-05-21](https://reader034.vdocuments.site/reader034/viewer/2022042521/546d1ebfaf795962298b5252/html5/thumbnails/62.jpg)