innovative informations systems: an empirical study about results measurements of an online campaign

Innovative Informations Systems: an empirical study about results measurements of an online campaign

XI SEMEAD

São Paulo, August 29th 2008Douglas Tokuno – douglastokuno@gmail.com

Manuella de Oliveira Lima – manuellaolima@gmail.com

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.

douglastokuno@gmail.com

USP – Universidade de São Paulo

http://www.erudito.fea.usp.br/portalfea/

Manuella de Oliveira Lima, Msc.

manuellaolima@gmail.com