HOWA Mariano Filarent

Buenos Aires, Noviembre 2011

Analyze me

11/15/2011 :: 3

¿Quién soy yo?

Quiénes Somos

11/15/2011 :: 5

¿Qué es Media Contacts?

11/15/2011 :: 6

Media Contacts a nivel mundial

Red global 33 países

43 oficinas + de 600 clientes

+ de 1.000 profesionales

11/15/2011 :: 7

Nuestro rol en el mercado

Anunciantes

Agencia Creativa

Comprador de Espacios

Optimizador de Campañas

Agencia Social Media

Desarrollador

Medios

Cómo nos capacitamos

11/15/2011 :: 9

Capacitaciones

Externas Internas

Periódicas Circunstanciales

• Discipline Meetings

• Meeting regionales

• Meeting anuales

• Hd Library

• Grupos de correo (search, social media y analytics)

• HD Space

Otros recursos

Nuestro proceso

11/15/2011 :: 11

El proceso

Brief

•Traducción a Objetivos

Hipótesis

•Análisis del target

Planificación y Selección de

Medios

Implementación de Medición

Set Up Campañas

Análisis

Optimización

Cómo intervienen los sistemas de análisis

11/15/2011 :: 13

Las herramientas inmersas en el proceso

Brief

•Traducción a Objetivos

Hipótesis

•Análisis del target

Selección de Medios

Implementación de Medición

Set Up Campañas

Análisis

Optimización

11/15/2011 :: 14

Análisis del Target y Selección de Medios

– Acciones de los usuarios

Actividades Online

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

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0

50

100

150

200

250

300

350

Total Mujeres 25-49 BC con Internet Afinidad

– Sitios

Modalidad ó Unidad de Compra

Tiempo de Campaña

Unidades disponibles?

Fija / CPM /CPC / CPA

Es relevante esta información?

11/15/2011 :: 15

Las fuentes de información realmente útiles en Internet

Display

• Base Interna de Performance

SEM

• Adwords KW Tool

• Sitio del Anunciante

• Google Insights

SEO

• Adwords KW Tool

• Seomoz

Formatos Keywords

11/15/2011 :: 16

Nuestra herramienta de análisis

Correcta atribución para una mejor redirección del presupuesto

Banner Resultado Natural Resultado

patrocinado Conversión

11/15/2011 :: 17

Acompañada de una herramienta de optimización avanzada para Adwords

Keyword Expansion

Bid Management según reglas

Variación Automática de Creatividades

Deep Linking / AB Testing

Cómo traducimos esta información a los anunciantes?

11/15/2011 :: 19

Reporting

Semanal

Rendimiento

Quincenal

Rendimiento

Optimizaciones Tácticas

Mensual

Insights

Optimizaciones estratégicas

11/15/2011 :: 20

Reporting

Day Creative Width Creative Height Creative File Name Creative Description Impressions Clicks CTR (%) Conversions Conversions Conversions Click Gross

31/10/2011

160 600 160x600_no_mas_peleas_2.tpl 160x600_no_mas_peleas_2.tpl 0 4 0

160 600 160x600_PROMOMIX_v2.tpl 160x600_PROMOMIX_v2.tpl 332.950 254 0,07 1 9 0,431 43,57

300 250 300x250_PROMOMIX_v2.tpl 300x250_PROMOMIX_v2.tpl 575 0 0 0 0

728 90 728x90_PROMOMIX_v2.tpl 728x90_PROMOMIX_v2.tpl 2 0 0 0 0

160 600 DTV_semanaLocaRIO_160x600_001.tpl DTV_semanaLocaRIO_160x600_001.tpl 22.306 22 0,1 0 9 0 4,13

300 250 DTV_semanaLocaRIO_300x250_001.tpl DTV_semanaLocaRIO_300x250_001.tpl 571 0 0 0 0

160 600 HDplus_Argentina__MMN_160x600_1.tpl HDplus_Argentina__MMN_160x600_1.tpl 333.342 322 0,1 1 9 0,3106 60,47

300 250 HDplus_Argentina__MMN_300x250_1.tpl HDplus_Argentina__MMN_300x250_1.tpl 569 1 0,18 0 0,19

728 90 HDplus_Argentina__MMN_728x90_1.tpl HDplus_Argentina__MMN_728x90_1.tpl 2 0 0 0 0

31/10/2011 667.440 577 0,09 2 31 0,3466 108,36

Semanal

Mensual

Algunos casos

"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,

diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is

confidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,

intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,

transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the

express and written consent of Media Contacts.”

©Media Contacts. All rights reserved.

11/15/2011 :: 22

"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,

diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is

confidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,

intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,

transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the

express and written consent of Media Contacts.”

©Media Contacts. All rights reserved.

11/15/2011 :: 23

"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,

diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is

confidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,

intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,

transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the

express and written consent of Media Contacts.”

©Media Contacts. All rights reserved.

11/15/2011 :: 24

"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,

diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is

confidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,

intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,

transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the

express and written consent of Media Contacts.”

©Media Contacts. All rights reserved.

11/15/2011 :: 25

"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,

diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is

confidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,

intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,

transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the

express and written consent of Media Contacts.”

©Media Contacts. All rights reserved.

11/15/2011 :: 26

"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,

diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is

confidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,

intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,

transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the

express and written consent of Media Contacts.”

©Media Contacts. All rights reserved.

11/15/2011 :: 27

"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,

diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is

confidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,

intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,

transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the

express and written consent of Media Contacts.”

©Media Contacts. All rights reserved.

11/15/2011 :: 28

"NOTICE: Proprietary and Confidential. All the content of this document (text, figures, lists, financial information, graphics, design,

diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is

confidential and proprietary to Media Contacts. This document includes ideas and information based on the experience, know-how,

intellectual/creative effort of Media Contacts. For these reasons, this material shall not be used, reproduced, copied, disclosed,

transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the

express and written consent of Media Contacts.”

©Media Contacts. All rights reserved.

11/15/2011 :: 29

0,0

20,0

40,0

60,0

80,0

100,0

120,0

140,0

160,0

180,0

200,0

2009 2010 2011

Inversión Activaciones

BACK

2009 fue el start up y año de aprendizaje de la cuenta

2010 empujado por el Mundial superó ampliamente la performance 2009.

2011 seguimos optimizando el SAC por eso a menor inversión que en 2009

conseguimos más activaciones.

BACK <

Lo que hay que saber

11/15/2011 :: 38

Lo que hay que saber

Todavía hay muchos clientes grandes con poca inserción en el manejo

de Analytics.

Las planificación de medios online está todavía más basada en

herramientas de perfil off que on.

Nuestra agencia mutará a un modelo más orientado al análisis de

información y optimización en detrimento de la gestión de cuentas.

Thank you! Obrigado! Gracias! Merci! Grazie! Arigatô! Vielen Danke! Terima Kasi!