IAB BRASÍLIA: Métricas x Objetivos- Patricia Garrido
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Patricia Garrido Microsoft
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Transcript of IAB BRASÍLIA: Métricas x Objetivos- Patricia Garrido
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Patricia Garrido Microsoft
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Métricas x Objetivos Uma abordagem estratégica já é meio caminho andado
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KPIs • Comunicação
• Marca
• Marketing
• Negócio
Qualidade
da Entrega Alcance &
Frequência Interação
• Impressões • “in target” • viewability
• Buscas • Visitas
Residual
• Esforço da campanha
• GRP/ TRP
• Click • Tempo de
exposição
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Planejamento
Ad Server
“Veículo”
Analytics
Serviço
Validação
Pesquisa
consumidor
KPIs
Mix
Meios
*Silos: Plataforma; Formato...
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