Marketing Analytics - Rafael Damasceno
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Transcript of Marketing Analytics - Rafael Damasceno
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Marketing Analytics
19 de abril de 2013
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JÁ ESTAMOS JUNTOS HÁ ALGUM TEMPO
abril de 2011 outubro de 2012
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NÓS MUDAMOS MUITO
2011 2012 2013 2014?
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Abril de 2011
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Clickstream
Insights!
Análise de resultados múltiplos
Experiências e testes
Voz do consumidor
Inteligência Competitiva
http://www.slideshare.net/truelynx/mtricas-para-a-web-20
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Por que vocês pedem “conteúdo que pode ser
aplicado na prática” se vocês nunca o aplicam?
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TEMOS QUE EVOLUIR SEMPRE
1954 1960 1991
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TEMOS QUE EVOLUIR SEMPRE
Web Analytics
2011
Marketing Analytics
2013
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WEB ANALYTICSExistem problemas com
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57% dos profissionais de marketing citaram "mensuração, análise, e aprendizado" como os maiores desafios que eles enfrentam em suas organizações.
57%
Fonte: Unica's State of Marketing in 2011
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82% dos profissionais de marketing disseram que seus superiores esperam que as campanhas sejam mensuradas.
Mas menos de 1/3 deles conseguem efetivamente medir resultados.
82%
Fonte: Ifbyphone's 2011 State of Marketing Measurement
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WEB ANALYTICS MARKETING ANALYTICS
Focado em aspectos técnicos.Pageviews?
Focado nas pessoas.
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Sua estratégia de Marketing.
Onde Web Analytics te ajuda (seu site).
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Web Analytics Association
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Digital Analytics Association
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AJUDARComo Marketing Analytics pode te
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BRANDINGMedir a efetividade do seu
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Alterações no volume de pesquisa
Volume de busca por região.
Termos mais comuns ou crescentes.
trends.google.com
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CONCORRÊNCIAComparar-se com a
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✓ A concorrência está aumentando?✓ Alguém está se destacando?✓ Existe algum pico muito grande para alguém?✓ Posso tirar algum aprendizado de sazonalidade?
trends.google.com
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TENDÊNCIASVisão clara de
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trends.google.com
Deixe o campo de busca em branco
Filtre por local e categoria
Veja as pesquisas crescentes
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LATENTESDemandas
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O que o usuário busca no meu site.
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✓ Do que os usuários mais reclamam?
✓ Quais os temas mais comuns no fale conosco?
✓ Posso fazer um FAQ?
✓ Estou perdendo oportunidades de captar novos alunos?
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DIFERENCIAISE
PROBLEMAS
Meus verdadeiros
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Formulário de feedback
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Pesquisa por e-mail
✓ Por que você optou por nossa IES?
✓ Por que você NÃO optou por
nossa IES?
✓ Há algo que possamos fazer para
facilitar a sua vida?
✓ No nosso lugar, o que você faria para
atrair mais alunos?
✓ ...
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OFFLINEOtimizando campanhas
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Utilize o aprendizado de conteúdos vencedores e multiplique-os!
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EVENTOSApoio e patrocínio de
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O que interessa ao meu público?
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VERDADEIROEntender, para cada canal, o retorno
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Facebook500 matriculados
Links Patrocinados1.000 matriculados
É melhor mas é pior.
Permanência média de 6 semestres Permanência média de 2 semestres
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MÍDIA OFFLINEMensurando a
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Pesquisas com a sua marca
Para TV e rádio:
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Direcione o público para URLs exclusivas
Para jornais e revistas:
www.ies.edu.br/vestibular2013
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UM PROBLEMA EM MARKETING
ANALYTICS
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Ferramenta
Ferramenta
Ferramenta
Ferramenta
Ferramenta
Ferramenta
Ferramenta
Ferramenta Ferramenta
Ferramenta
Ferramenta
Ferramenta
Ferramenta
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Crie o seu dashboard
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E TENHAMEM MENTE:
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Fonte: Conversion Rate Experts
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“Acredite em você.Isso salvará a
todos nós”
Obrigado pela atenção
&Rafael Damasceno
Eu sou
[email protected] estou à disposição
BR / MG / BH / Lourdes / Santa Catarina / 1027 / (31) 3292-5645 / http://www.5seleto.com.br / [email protected]
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