Download - Innovative Informations Systems: an empirical study about results measurements of an online campaign
![Page 1: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/1.jpg)
Innovative Informations Systems: an empirical study about results measurements of an online campaign
XI SEMEAD
São Paulo, August 29th 2008Douglas Tokuno – [email protected]
Manuella de Oliveira Lima – [email protected]
![Page 2: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/2.jpg)
Almost all people at some point of history developed a system of measurement and information...
![Page 3: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/3.jpg)
... allowing development based on: metrics, information analysis and decision-making
![Page 4: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/4.jpg)
... information reached business mainly through accounting ...
![Page 5: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/5.jpg)
... FORD took information to production line reducing the time for assembly a car from 12.5 hours to 1.5
hours ...
![Page 6: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/6.jpg)
... TOYOTA improved the information system integrating the whole value chain creating competitive advantage...
![Page 7: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/7.jpg)
... but when we think about return over investments in marketing ...
![Page 8: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/8.jpg)
"I know half of my advertising is wasted, I just don't know which half." - John Wanamaker
We imagine that ...
![Page 9: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/9.jpg)
... this is changing since measurements on digital enviroments are easier and cheaper
![Page 10: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/10.jpg)
WHAT SHOULD WE USE TO MEASURE RESULTS?
![Page 11: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/11.jpg)
The Research
![Page 12: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/12.jpg)
GOALS
• Evaluate a case of results
measurements using a Marketing
Information System
– Colect data from an IS of an online
campaign
– Analyze and verify if informations can
help the company to optmize resources
– Evaluate information importance to
generate Competitive AdvantageMETHODOLOGY
• Exploratory and descritive case study
– Primary and secondary data
• Literature research
• Quantitative and qualitative analysis
![Page 13: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/13.jpg)
• Campaign Goal:
– Promotion of a new
soda
• Period:
– 03/15 a 04/30/2007
• Web sites:
– Abril, Click RBS, Guia da
Semana, MSN, Queb,
Virgula e Yahoo!
![Page 14: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/14.jpg)
• The better exposure hour is between 7-8 AM and at 7 PM
• The better performance (CTR) hour is between 2 and 6 PM
PERFORMANCE PER HOUR
![Page 15: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/15.jpg)
RESULTS
The campaign promoted the new product with:
• 19.2 MM impressions
• Coverage of 6.6 MM users
• Average frequency 2.91 impressions / users
• 83% of product website visits
![Page 16: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/16.jpg)
CONCLUSIONS
• 20% of the brazilian internet users was reached
• Web Analytics as an Information System can provide many informations and generate CA
• Segmentation and direction possibility for online campaigns
• Internet is really an efficient channel (enviroment + systems)
![Page 17: Innovative Informations Systems: an empirical study about results measurements of an online campaign](https://reader034.vdocuments.us/reader034/viewer/2022051608/5443aefcafaf9fac098b45ff/html5/thumbnails/17.jpg)
THANKS!
Douglas Tokuno, Msc.
USP – Universidade de São Paulo
http://www.erudito.fea.usp.br/portalfea/
Manuella de Oliveira Lima, Msc.