{"id":61060,"date":"2023-10-19T00:00:00","date_gmt":"2023-10-18T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2023\/10\/19\/diretrizes-de-avaliacao-economica-roi-para-marketing-e-comunicacao\/"},"modified":"2024-12-30T19:04:32","modified_gmt":"2024-12-30T18:04:32","slug":"diretrizes-de-avaliacao-economica-roi-para-marketing-e-comunicacao","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/diretrizes-de-avaliacao-economica-roi-para-marketing-e-comunicacao\/","title":{"rendered":"DIRETRIZES DE AVALIA\u00c7\u00c3O ECON\u00d4MICA (ROI) PARA MARKETING E COMUNICA\u00c7\u00c3O"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; 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header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; vertical_offset_tablet=&#8221;0&#8243; horizontal_offset_tablet=&#8221;0&#8243; z_index_tablet=&#8221;0&#8243;]<\/p>\n<p><span style=\"font-weight: 400;\">Quando os consumidores compram um produto em um supermercado, um carro em uma concession\u00e1ria, uma viagem on-line ou uma ap\u00f3lice de seguro de um corretor, como sabemos quais projetos de marketing ou comunica\u00e7\u00e3o tiveram impacto nesses atos de compra? Qual foi a influ\u00eancia dessas a\u00e7\u00f5es em cada processo de tomada de decis\u00e3o?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esse \u00e9 o \u201cdesafio\u201d constante que os departamentos de marketing e comunica\u00e7\u00e3o devem enfrentar se quiserem vincular seus projetos e campanhas ao neg\u00f3cio. \u00c9 nesse ponto que a maioria dos modelos de atribui\u00e7\u00e3o conhecidos falha, pois n\u00e3o conseguem determinar, de forma isolada, o impacto real do marketing em termos econ\u00f4micos. Atualmente, quase todos os modelos de atribui\u00e7\u00e3o usados na m\u00eddia digital permitem determinar quais atos de compra foram impactados pela campanha de marketing. Mas quase nenhum \u00e9 capaz de mostrar a influ\u00eancia de tal campanha no processo de tomada de decis\u00e3o de compra dos clientes. No mundo off-line, a situa\u00e7\u00e3o \u00e9 ainda pior, pois os gerentes de marketing lutam para encontrar formas de rastrear os v\u00e1rios pontos de contato de origem do ato de compra.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=&#8221;0px&#8221; text_text_shadow_blur_strength=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=&#8221;1px&#8221; link_text_shadow_horizontal_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; 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