Innovative Informations Systems: an empirical study about results measurements of an online campaign XI SEMEAD São Paulo, August 29 th 2008 Douglas Tokuno – [email protected] Manuella de Oliveira Lima – [email protected]
Oct 19, 2014
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]
Almost all people at some point of history developed a system of measurement and information...
... allowing development based on: metrics, information analysis and decision-making
... information reached business mainly through accounting ...
... FORD took information to production line reducing the time for assembly a car from 12.5 hours to 1.5
hours ...
... TOYOTA improved the information system integrating the whole value chain creating competitive advantage...
... but when we think about return over investments in marketing ...
"I know half of my advertising is wasted, I just don't know which half." - John Wanamaker
We imagine that ...
... this is changing since measurements on digital enviroments are easier and cheaper
WHAT SHOULD WE USE TO MEASURE RESULTS?
The Research
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
• 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!
• 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
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
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)
THANKS!
Douglas Tokuno, Msc.
USP – Universidade de São Paulo
http://www.erudito.fea.usp.br/portalfea/
Manuella de Oliveira Lima, Msc.