Presentación de Mariano Filarent, de Media Contacts en HOWA Buenos Aires 2011

1. HOWA
Mariano Filarent
Buenos Aires, Noviembre 2011

2. Analyze me

3. ¿Quién soy yo?
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4. Quiénes Somos

5. ¿Qué es Media Contacts?
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6. Media Contacts a nivel mundial
33 países
Red global 43 oficinas
+ de 600 clientes
+ de 1.000 profesionales
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7. Nuestro rol en el mercado
Anunciantes Medios
Agencia Creativa
Comprador de
Espacios
Optimizador de
Campañas
Agencia Social Media
Desarrollador
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8. Cómo nos capacitamos

9. Capacitaciones
Externas Internas
Periódicas Circunstanciales
• Discipline Meetings
• Meeting regionales
• Meeting anuales
• Hd Library
• Grupos de correo (search,
Otros recursos social media y analytics)
• HD Space
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10. Nuestro proceso

11. El proceso
Brief
•Traducción a Objetivos
Hipótesis
Optimización
•Análisis del target
Planificación y
Análisis Selección de
Medios
Implementación de
Set Up Campañas
Medición
11/15/2011 :: 11

12. Cómo intervienen los sistemas de análisis

13. Las herramientas inmersas en el proceso
Brief
•Traducción a Objetivos
Hipótesis
Optimización
•Análisis del target
Análisis Selección de
Medios
Implementación de
Set Up Campañas
Medición
11/15/2011 :: 13

14. Análisis del Target y Selección de Medios
 – Acciones de los usuarios  – Sitios
Actividades Online
Total Mujeres 25-49 BC con Internet Afinidad
100,00% 350
90,00%
300
80,00%
70,00% 250
60,00%
200
50,00%
150
40,00%
Es relevante esta información?
30,00% 100
20,00%
50
10,00%
0,00% 0
Ver videos on line
Lect.de Diarios
Participar en redes
Lectura de revistas
E-mail
Escuchar Música
Web buscar trabajo
buscadores
espectáculos
Consultar noticias
Acceso a
Consultar
Online
sociales
Modalidad ó
Tiempo de Unidades
Unidad de
Campaña disponibles?
Compra
Fija / CPM /CPC / CPA
11/15/2011 :: 14

15. Las fuentes de información realmente útiles en
Internet
Formatos Keywords
Display SEM SEO
• Base Interna de • Adwords KW Tool • Adwords KW Tool
Performance
• Sitio del • Seomoz
Anunciante
• Google Insights
11/15/2011 :: 15

16. Nuestra herramienta de análisis
 Correcta atribución para una mejor redirección
del presupuesto
Resultado
Banner Resultado Natural Conversión
patrocinado
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17. Acompañada de una herramienta de optimización
avanzada para Adwords
Bid Variación
Keyword Deep Linking /
Management Automática de
Expansion AB Testing
según reglas Creatividades
11/15/2011 :: 17

18. Cómo traducimos esta información a los
anunciantes?

19. Reporting
Semanal Quincenal Mensual
Rendimiento Insights
Rendimiento
Optimizaciones Optimizaciones
Tácticas estratégicas
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20. Reporting
Semanal
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
Mensual
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21. Algunos casos

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 :: 22

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 :: 23

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 :: 24

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 :: 25

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 :: 26

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 :: 27

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 :: 28

29. 200,0
180,0 Inversión Activaciones
160,0
140,0
2009 fue el start up y año de aprendizaje
120,0 de la cuenta
100,0 2010 empujado por el Mundial superó
ampliamente la performance 2009.
80,0
2011 seguimos optimizando el SAC por
60,0 eso a menor inversión que en 2009
conseguimos más activaciones.
40,0
20,0
0,0
2009 2010 2011
"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.
BACK
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36. BACK <

37. Lo que hay que saber

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