{"id":59058,"date":"2023-10-19T00:00:00","date_gmt":"2023-10-18T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2023\/10\/19\/guidelines-avaliacao-roi-do-marketing-e-da-comunicacao\/"},"modified":"2024-12-30T19:04:35","modified_gmt":"2024-12-30T18:04:35","slug":"guidelines-avaliacao-roi-do-marketing-e-da-comunicacao","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-pt\/ideas\/guidelines-avaliacao-roi-do-marketing-e-da-comunicacao\/","title":{"rendered":"GUIDELINES AVALIA\u00c7\u00c3O (ROI) DO MARKETING E DA COMUNICA\u00c7\u00c3O"},"content":{"rendered":"

[et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row][et_pb_column type=”4_4″ custom_padding__hover=”|||” custom_padding=”|||”][et_pb_text _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n

Quando os consumidores compram um produto num supermercado, um carro num concession\u00e1rio, uma viagem online ou uma ap\u00f3lice de seguro numa seguradora, como \u00e9 que sabemos quais os projetos de marketing ou de comunica\u00e7\u00e3o que tiveram impacto nestas decis\u00f5es de compra? Qual a influ\u00eancia dessas a\u00e7\u00f5es em cada processo de tomada de decis\u00e3o?<\/span><\/p>\n

Este \u00e9 o “desafio” recorrente que os departamentos de marketing e comunica\u00e7\u00e3o t\u00eam de enfrentar se quiserem vincular os seus projetos e campanhas ao neg\u00f3cio. \u00c9 aqui que a maioria dos modelos de atribui\u00e7\u00e3o conhecidos n\u00e3o conseguem isolar os efeitos reais do marketing em termos econ\u00f3micos. Atualmente, quase todos os modelos de atribui\u00e7\u00e3o utilizados nos meios digitais podem isolar as a\u00e7\u00f5es de compra que foram afetadas pela campanha de marketing. Mas quase nenhum destes consegue mostrar a influ\u00eancia de tal campanha no processo de tomada de decis\u00f5es de compra dos clientes. No mundo offline \u00e9 ainda mais dif\u00edcil, uma vez que os profissionais de marketing n\u00e3o disp\u00f5em de todos os meios para encontrar formas de rastrear as a\u00e7\u00f5es de compra at\u00e9 aos seus diversos pontos de contacto de origem.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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