midiendo marketing digital display y performance
TRANSCRIPT
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Mauricio Angulo S.CEO y Fundador
[email protected] < email@mauricioangulo < twitter
www.tesseractspace.com < website
Midiendo el Marketing Digital
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Midiendo Marketing
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Medimos:• Tráfico• Ratting• Vistas• Tiraje• Audiencia• Pass-along
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Midiendo el Marketing Digital
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¿Qué medimos?
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Plataformas Digitales
Búsqueda (SEM) DisplayEmailing
Social media MobileVideo
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Display Advertising
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Impr
esió
n
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Display Advertising:
• Costo por Impresión (CPI)• Costo por Millar (CPM)
0.2 ~ 0.3
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Display Advertising:
• Costo por Impresión (CPI)• Costo por Millar (CMP)
0.2 ~ 0.3
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Display Advertising:
Cómo calcular el CPM:
1. El costo total del anuncio es de $15,000.2. La audiencia estimada total es de 2,400,000
personas.3. CPM se calcula como:
($15,000/2,400,000)*1000 = $6.25 por un millar de impresiones
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Display Advertising:
• Eficiencia:Click Through Rate(CTR)
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Display Advertising:
(CTR) = Clics Impresiones
2.7 ~ 1.5 ~ 0.05
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Display Advertising:
Conversión:• Conversion Rate (CVR)• Efective Cost per Mille• Cost Per Action (CPA)• Pay per Lead (PPL)• Pay per Sale (PPS)
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Display Advertising:
(CVR) = # Metas Visitas
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Display Advertising:
(CPA) = Acciones Clics
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Optimización:
• Behavioral Targeting• Contextual Targeting• Creative Optimization
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¡Gracias!http://slidesha.re/w1C8RH
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Mauricio Angulo S.CEO y Fundador
[email protected] < email@mauricioangulo < twitter
www.tesseractspace.com < website