{"id":1763,"date":"2009-12-15T00:44:00","date_gmt":"2009-12-15T00:44:00","guid":{"rendered":"https:\/\/ittechbuz.com\/2009\/12\/15\/medir-o-retornoroi-do-web-marketing-marketing-online\/"},"modified":"2009-12-15T00:44:00","modified_gmt":"2009-12-15T00:44:00","slug":"medir-o-retornoroi-do-web-marketing-marketing-online","status":"publish","type":"post","link":"https:\/\/ittechbuz.com\/pt-pt\/2009\/12\/15\/medir-o-retornoroi-do-web-marketing-marketing-online\/","title":{"rendered":"Medir o retorno(ROI) do Web Marketing Marketing Online"},"content":{"rendered":"<p><span style=\"font-size: large;\">Para<b> medir o retorno (ROI)<\/b> das diversas <b>campanhas <\/b>de <b>Web Marketing<\/b>, ou se quiserem do <b>Marketing Online<\/b> \u00e9 necess\u00e1rio uma cultura empresarial e tamb\u00e9m preparar-nos para fazer esta medi\u00e7\u00e3o.<\/span><\/p>\n<div style=\"clear: both; text-align: center;\"><a href=\"https:\/\/2.bp.blogspot.com\/_6td2D1kxrzM\/SybXkI1lbhI\/AAAAAAAAAjU\/8iYTXkhnh8k\/s1600-h\/Colheita_Roi_Web_marketing.jpg\" style=\"clear: left; float: left; margin-bottom: 1em; margin-right: 1em;\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: large;\"><img decoding=\"async\" border=\"0\" src=\"https:\/\/2.bp.blogspot.com\/_6td2D1kxrzM\/SybXkI1lbhI\/AAAAAAAAAjU\/8iYTXkhnh8k\/s320\/Colheita_Roi_Web_marketing.jpg\" title=\"\"><\/span><\/a><\/div>\n<p><span style=\"font-size: large;\">Ao teremos campanhas de <b>Web Marketing<\/b> como&nbsp;<b>an\u00fancios<\/b>&nbsp;na <b>Internet<\/b> no <b>Adwords<\/b>, <b>Sapo<\/b> e nas <b>redes sociais<\/b> devemos tamb\u00e9m ter uma&nbsp;<b>estrat\u00e9gia<\/b>&nbsp;assente que deve percorrer um determinado caminho, por vezes, teremos de parar reflectir e redesenhar um novo caminho, pois o caminho ainda \u00e9 novo e cada neg\u00f3cio deve verificar o que lhe &#8220;serve&#8221; a cada momento.Depois de tomado o caminho devemos ter ferramentas de <b>Web Analytics<\/b> para medir esse <b>retorno<\/b>, mas por vezes n\u00e3o chega pois o nosso <b>neg\u00f3cio<\/b> n\u00e3o <b>online<\/b>, ou seja do tipo <b>Amazon<\/b>, ou outro de <b>comercio&nbsp;electr\u00f3nico<\/b>, como uma loja virtual., como deveremos&nbsp;efectuar? teremos de fazer determinadas perguntas a quem nos contacta,<\/span><br \/><span style=\"font-size: large;\">&nbsp;como chegou a n\u00f3s por:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: large;\"><b>Refer\u00eancia<\/b>&nbsp;<\/span><\/li>\n<li><b><span style=\"font-size: large;\">Web Site<\/span><\/b><\/li>\n<li><span style=\"font-size: large;\"><b>Campanha<\/b> XPTO que foi elaborada nas <b>redes sociais<\/b>&nbsp;<\/span><\/li>\n<li><span style=\"font-size: large;\"><b>Campanha<\/b> XYZ atrav\u00e9s da nossa campanha de <b>email marketing<\/b> porque colocaram um c\u00f3digo do tipo 200912-CPY ou outro mais&nbsp;tang\u00edvel.<\/span><\/li>\n<\/ul>\n<div style=\"line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;\"><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\">Esta an\u00e1lise vai-nos permitir saber o custo de aquisi\u00e7\u00e3o de novos <b>clientes<\/b> e tamb\u00e9m a <b>taxa de convers\u00e3o<\/b> das nossas <b>campanhas<\/b>. Se for uma <b>campanha<\/b> atrav\u00e9s do vosso <b>blogue<\/b> e a pessoa tiver lido atrav\u00e9s do leitor de <b>Rss<\/b> \u00e9 necess\u00e1rio adicionar estes resultados aos nossos <b>relat\u00f3rios<\/b>para poder analisar as fontes e os retornos respectivos.<\/span><\/div>\n<div style=\"line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;\"><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\">Vejamos o resultado desta <b>campanha<\/b> hipot\u00e9tica:<\/span><\/div>\n<ul><a href=\"https:\/\/2.bp.blogspot.com\/_6td2D1kxrzM\/SybUfCN5GQI\/AAAAAAAAAjM\/3RUfbvgn41Y\/s1600-h\/Aponta_aqui_40x30.jpg\" style=\"clear: right; float: right; margin-bottom: 1em; margin-left: 1em;\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: large;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"320\" src=\"https:\/\/2.bp.blogspot.com\/_6td2D1kxrzM\/SybUfCN5GQI\/AAAAAAAAAjM\/3RUfbvgn41Y\/s320\/Aponta_aqui_40x30.jpg\" width=\"213\" title=\"\"><\/span><\/a><\/p>\n<li><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\"><b>Campanha<\/b> Natal 2009<\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\">Fornecedor de servi\u00e7o: <b>Google Adwords<\/b><\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\">Valor total da <b>campanha<\/b>: 1750\u20ac<\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\">Visitas \u00fanicas: 10.000<\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif;\"><span style=\"font-family: &quot;times new roman&quot;;\"><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\">Contactos estabelecidos: 500<\/span><\/span><\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\">N\u00ba de <b>Vendas<\/b>: 150<\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif;\"><span style=\"font-family: &quot;times new roman&quot;;\"><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\">Valor de Vendas: 10.000,00\u20ac<\/span><\/span><\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\"><b>Taxa de convers\u00e3o<\/b>: 5%<\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\">Custo de aquisi\u00e7\u00e3o de novos <b>Contactos<\/b>: 3,50 \u20ac<\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif;\"><span style=\"font-family: &quot;times new roman&quot;;\"><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\">Custo por <b>cliente<\/b>: 12\u20ac<\/span><\/span><\/span><\/li>\n<li><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\">Valor m\u00e9dio de <b>venda<\/b>: 66,67\u20ac<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\">Vamos tentar extrapolar, se quis\u00e9ssemos vender o dobro,<\/span><\/p>\n<div style=\"line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;\"><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\">&nbsp;ter\u00edamos de investir o dobro&nbsp;na nossa campanha, ou seja, 3500\u20ac. Tendo como principio que os valores se mantinham na mesma propor\u00e7\u00e3o ter\u00edamos vendido 20.000,00 \u20ac.<\/span><\/div>\n<div style=\"line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;\"><span style=\"font-size: large;\"><br \/><\/span><\/div>\n<div style=\"line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;\"><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\"><o:p>Se quisermos&nbsp;<b>analisar<\/b>&nbsp;por exemplo a <b>taxa de convers\u00e3o<\/b> do nossos <b>Web Sites<\/b> teremos de contabilizar o seguinte:<\/o:p><\/span><\/div>\n<ul type=\"disc\">\n<li><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large; font-weight: bold;\">&nbsp;<span style=\"font-weight: normal;\">Pessoas      que viram o produto x, ou servi\u00e7o z no <\/span>Web Site<span style=\"font-weight: normal;\"> e ligaram para a nossa      empresa<\/span><\/span><\/li>\n<li style=\"color: black; line-height: normal; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;\"><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\"><b>Clientes<\/b>     e\/ou <b>Potenciais Clientes<\/b> que enviaram <b>email<\/b> a pedir uma proposta\/cota\u00e7\u00e3o      de servi\u00e7os<o:p><\/o:p><\/span><\/li>\n<li style=\"color: black; line-height: normal; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;\"><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\"><b>Campanha<\/b>     de <b>email marketing <\/b>realizada que depois contactaram por telefone, ou por      email<o:p><\/o:p><\/span><\/li>\n<li style=\"color: black; line-height: normal; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;\"><span style=\"font-family: &quot;times new roman&quot; , serif; font-size: large;\">Feeds que      vieram do Blogue atrav\u00e9s de leitores rss.<o:p><\/o:p><\/span><\/li>\n<\/ul>\n<div style=\"line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;\"><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\">Torna-se ent\u00e3o indispens\u00e1vel agregar toda esta informa\u00e7\u00e3o e trat\u00e1-la, para isso normalmente utiliza-mos uma folha de c\u00e1lculo.<o:p><\/o:p><\/span><\/div>\n<div style=\"line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;\"><span style=\"font-size: large;\"><br \/><\/span><\/div>\n<div style=\"line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;\"><span style=\"color: black; font-family: &quot;times new roman&quot; , serif; font-size: large;\">Tamb\u00e9m podemos avaliar os esfor\u00e7os de <b>SEO<\/b> (<b>Search Engine Optimization<\/b> \/ <b>Motores de Pesquisa<\/b>) , <b>PPC<\/b> (Pay per Click\/<b>An\u00fancios<\/b>&nbsp;com pagamento por <b>click<\/b>) atrav\u00e9s de maior n\u00famero de contactos e pedidos na nossa empresa e navega\u00e7\u00e3o pelo nosso <b>Web Site<\/b><o:p><\/o:p><\/span><\/div>\n<ul><\/ul>\n<p><span style=\"font-size: large;\"><br \/><\/span><span style=\"font-size: large;\">Plug in do Excel para contas do <b>Google Analytics<\/b> aqui em:<\/span><br \/><a href=\"http:\/\/excellentanalytics.com\/about\/google-analytics-data-in-excel\/excellent-analytics-e-um-plugin-feito-para-o-microsoft-excel\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: large;\">http:\/\/excellentanalytics.com\/about\/google-analytics-data-in-excel\/excellent-analytics-e-um-plugin-feito-para-o-microsoft-excel\/<\/span><\/a><br \/><span style=\"font-size: large;\"><br \/><\/span><span style=\"font-size: large;\">Existe tamb\u00e9m outras possiblidades tais como o Data Feed Explorer usando a API do <b>Google Analytics<\/b> aqui em&nbsp;<a href=\"https:\/\/code.google.com\/intl\/pt-PT\/apis\/analytics\/docs\/gdata\/gdataExplorer.html\" target=\"_blank\" rel=\"noopener\">https:\/\/code.google.com\/intl\/pt-PT\/apis\/analytics\/docs\/gdata\/gdataExplorer.html<\/a><\/span><br \/><span style=\"font-size: large;\">Existe ainda a possibilidade de efectuar a recep\u00e7\u00e3o de ficheiros do <b>Google Analytics<\/b> para recebe-los no nosso <b>email<\/b> e efectuar a importa\u00e7\u00e3o para a nossa folha de calculo<\/span><br \/><span style=\"font-size: large;\"><br \/><\/span><b><span style=\"font-size: large;\">Artigos em que poder\u00e1 ter interesse:<\/span><\/b><br \/><span style=\"font-size: large;\"><br \/><\/span><\/p>\n<ul>\n<li><b><a href=\"https:\/\/blog.ittechbuz.com\/2009\/10\/email-marketing-boas-praticas.html\"><span style=\"font-size: large;\">Email Marketing Boas Pr\u00e1ticas<\/span><\/a><\/b><\/li>\n<li><b><a href=\"https:\/\/blog.ittechbuz.com\/2009\/09\/seo-e-ppc-o-que-sao-qual-sua.html\"><span style=\"font-size: large;\">SEO e PPC o que s\u00e3o?<\/span><\/a><\/b><\/li>\n<li><b><a href=\"https:\/\/blog.ittechbuz.com\/2009\/04\/analise-as-visitas-ao-seu-site.html\"><span style=\"font-size: large;\">Analise as visitas ao seu Site<\/span><\/a><\/b><\/li>\n<li><b><a href=\"https:\/\/blog.ittechbuz.com\/2009\/07\/redes-socias-e-as-empresas.html\"><span style=\"font-size: large;\">Redes Sociais e as Empresas<\/span><\/a><\/b><\/li>\n<\/ul>\n<p><span style=\"font-size: large;\"><br \/><\/span><span style=\"font-size: large;\">Desejo desde umas Festas Felizes e uma boas entradas em 2010, vamos todos dar as m\u00e3os e ajudar-nos<\/span><br \/><span style=\"font-size: large;\"><br \/><\/span><\/p>\n<div style=\"clear: both; text-align: center;\"><a href=\"https:\/\/2.bp.blogspot.com\/_6td2D1kxrzM\/SybQTfcY4pI\/AAAAAAAAAi8\/BZ3vPjpGko8\/s1600-h\/Cartao_Natal_3x2.jpg\" style=\"margin-left: 1em; margin-right: 1em;\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: large;\"><img decoding=\"async\" border=\"0\" src=\"https:\/\/2.bp.blogspot.com\/_6td2D1kxrzM\/SybQTfcY4pI\/AAAAAAAAAi8\/BZ3vPjpGko8\/s400\/Cartao_Natal_3x2.jpg\" title=\"\"><\/span><\/a><\/div>\n<div style=\"text-align: center;\"><b><span style=\"font-size: large;\">Boas Festas e Boas Entradas em 2010&nbsp;<\/span><\/b><\/div>\n<div style=\"text-align: center;\"><b><span style=\"font-size: large;\">\u00e9 o Desejo da IT Tech BuZ<\/span><\/b><br \/><b><span style=\"font-size: large;\"><br \/><\/span><\/b><\/p>\n<div style=\"text-align: left;\"><b><span style=\"font-size: large;\"><br \/><\/span><\/b><\/div>\n<div style=\"text-align: start;\"><span style=\"font-size: large;\">Consulte as nossas solu\u00e7\u00f5es:<\/span><\/div>\n<div style=\"text-align: start;\"><\/div>\n<div style=\"text-align: left;\"><\/div>\n<ul>\n<li style=\"text-align: left;\"><span style=\"font-size: large;\"><a href=\"https:\/\/ittechbuz.com\/cms\/pt-pt\/formacao\" target=\"_blank\" rel=\"noopener\">Forma\u00e7\u00e3o Google Analytics<\/a><\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"font-size: large;\"><a href=\"https:\/\/ittechbuz.com\/cms\/pt-pt\/google-analytics-configuracao-consultoria-analise\" target=\"_blank\" rel=\"noopener\">Consultoria Google Analytics<\/a><\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"font-size: large;\"><a href=\"https:\/\/ittechbuz.com\/cms\/pt-pt\/auditoria-google-analytics\" target=\"_blank\" rel=\"noopener\">Auditoria Google Analytics<\/a><\/span><\/li>\n<\/ul>\n<p><b><span style=\"font-size: large;\"><br \/><\/span><\/b><\/p>\n<div style=\"text-align: left;\"><b><br \/><\/b><\/div>\n<\/div>\n<div>IT Tech BuZ em http:\/\/ittechbuz.com<br \/>\nMedir para Gerir o Marketing Digital com a Anal\u00edtica Digital<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Para medir o retorno (ROI) das diversas campanhas de Web Marketing, ou se quiserem do Marketing Online \u00e9 necess\u00e1rio uma cultura empresarial e tamb\u00e9m preparar-nos para fazer esta medi\u00e7\u00e3o. Ao&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[94,135,97,84],"tags":[],"class_list":["post-1763","post","type-post","status-publish","format-standard","category-natal","category-objectivo","category-roi","category-web-analytics"],"_links":{"self":[{"href":"https:\/\/ittechbuz.com\/pt-pt\/wp-json\/wp\/v2\/posts\/1763","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ittechbuz.com\/pt-pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ittechbuz.com\/pt-pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ittechbuz.com\/pt-pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ittechbuz.com\/pt-pt\/wp-json\/wp\/v2\/comments?post=1763"}],"version-history":[{"count":0,"href":"https:\/\/ittechbuz.com\/pt-pt\/wp-json\/wp\/v2\/posts\/1763\/revisions"}],"wp:attachment":[{"href":"https:\/\/ittechbuz.com\/pt-pt\/wp-json\/wp\/v2\/media?parent=1763"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ittechbuz.com\/pt-pt\/wp-json\/wp\/v2\/categories?post=1763"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ittechbuz.com\/pt-pt\/wp-json\/wp\/v2\/tags?post=1763"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}