Diapositiva 1 - IAB Colombia

Métricas: Convergencia de
Medios y las oportunidades
que representan.
@RodrigoLunaD
RoLuna@Adobe.com
Corporate Manager
Adobe Systems Inc
Adobe Systems
Los Retos que enfrentan de las empresas hoy..
Incrementar
Ganancias
Comunicación y
Publicidad por
diferentes
medios,
multiscreen,
multiformato
Clientes de todo
tipo
Toneladas de
información de
diferentes canales
y medios
Los Usuarios a los cuales nos enfrentamos hoy…
Research
product online
Receive mobile
ad for product
Join Facebook
community for
product
Search online
for product
Receive promo
for product
See TV ad
for product
View video for
newer product
Visit store to get
help with product
Buy product
online
Research accessories
for product
Buy accessories
in store
Receive
product
updates
Visit store
for help
Experiencia Multicanal
E-mail
Marketing
Ventas Online
Aplicaciones
Moviles
Receive mobile
ad for product
Call Center
SEM
Publicidad en
Punto de venta
Video
Version
Movil
Correos
directos
Facebook y
otras redes sociales
Puntos de Venta
Web
5
Como lo medimos?
2
1
Business
Problems
Online: Trafico
Web
2
Search Center
3
Moviles
4
Video
5
Social Media
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
Online Data
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
Como lo medimos?
2
1
Business
Problems
Online: Trafico
Web
2
Search Center
3
Moviles
4
Video
5
Social Media
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8
SEARCH
https://scm-acc.omniture.com/p/scm/current/index.html?a=Main.Manage&ssSession=96dbb6c6cbd5fa7037b1beb2277e84ae&jpj=13660106817921
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
9
Como lo medimos?
2
1
Business
Problems
Online: Trafico
Web
2
Search Center
3
Moviles
4
Video
5
Social Media
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10
MOVILES
https://sc.omniture.com/sc15/reports/index.html?a=Report.Standard&r=Report.MobileTechnology&rp=ec_reset|1;mobile_report_type|1&ssSession=fec806221275dc4e976b538fadf0b40a&jpj=83026
667284384
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
11
Como lo medimos?
2
1
Business
Problems
Online: Trafico
Web
2
Search Center
3
Moviles
4
Video
5
Social Media
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
VIDEO
https://sc.omniture.com/sc15/reports/index.html?a=Report.Standard&r=Report.VideoOverview&ec_reset=1&ec_pri=101&ssSession=fec806221275dc4e976b538fadf0b40a&jpj=89319407163551
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
13
Como lo medimos?
2
1
Business
Problems
Online: Trafico
Web
2
Search Center
3
Moviles
4
Video
5
Social Media
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
SOCIAL MEDIA
http://tv.adobe.com/watch/metrics-not-myths/the-slap/eng/
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
15
Y los otros Medios?
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
16
Convergencia
Convergencia
© 201 2 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Convergencia
Consolidación de información a través de múltiples canales y medios
Online Data
Offline Data
SEO/SEM
Direct Mail
E-mail
Broadcast
Display Ads
Store
Social
Branch
Web
Call Centers
Mobile
Customer /
Account
Combinar información de diversos
canales en una visión alrededor del
cliente que empodera a los analistas y
equipos de marketing a encontrar
respuestas rápidamente y tomar
decisiones.
https://www.adobe.com/solutions/digital-analytics.html#bodycontent1_nerolimediaplayer_split_dm2-analytics_708x398-1300.mp4
18
Optimization
Optimisation
Medir
Deliver reporting and
dashboards to measure
marketing performance.
Ejecutar
Automatizar
Leverage these
measurements to make
informed decisions about
how to interact with
customers.
Automate certain customer
interactions and activities
based on real-time data,
business rules and
performance.
19
Extender
Bring together information from
the Internet and
the enterprise for
a comprehensive view of
customer interactions.
Casos de Exito
@RodrigoLunaD
RoLuna@Adobe.com
Corporate Manager
Adobe Systems Inc
21