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Ad3Plus - Evento sobre Wall Gardens e LGPD

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Em uma rodada de eventos que fizemos sobre o que acontece com a mídia digital no que diz respeito a coleta de dados, as leis de proteção de dados e a falta de integração entre os dois maiores players do mercado. Desenvolvemos um processo único, integrado, transparente que resolve o problema e melhora performance dos clientes.
Apresentação feita pelo nosso CEO - Bruno Pompeu em diversos mercados onde o Grupo atua com uma ou mais unidades de negócios.

Publié dans : Marketing
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Ad3Plus - Evento sobre Wall Gardens e LGPD

  1. 1. AD3Plus é composta por especialistas em diversas disciplinas com objetivo de oferecer uma infraestrutura equilibrada e transparente para alavancar as Marcas rumo à Transformação Digital. T R A N S F O R M A Ç Ã O D I G I T A L
  2. 2. Com uma operação baseada em 3 princípios Gestão de Dados | Análise de Insights | Impacto em Mídia Nosso conjunto de critérios gera um processo de retroalimentação de informações estratégicas e completas, e que contribuem para tomada de decisões baseadas em dados estruturados. Dessa modo, proporcionamos ajustes em tempo real sem dependência de finais de ciclo. Absolutamente tudo que é realizado pela AD3PLUS passa por essa visão e metodologia. MÍDIA DIGITAL INSIGHT ANALITYCS DATA DRIVEN TECH
  3. 3. Mas o que é um dado? Dashboard Apenas um tradutor do dados, ele consolida as informações e traduz em gráficos, paineis, telas, para que possam ser vistos. Analíse dos dados Depende de um tradutos de dados, pode ser um excel, um dashboard, uma tela, ou uma informação. Dado É o cookie, ou o dado em si, serve para completar as informações de um dash, ou para um tradutor das informações, mas é sim a fonte dessas informações, coletados de diversas fontes.
  4. 4. Na primeira camada de dados, estruturamos tudo que for relevante, mapeando os ”behaviors” por penetração e afinidade dos internautas. 3rd Party Data 1st Party Data 2st Party Data Todas os canais, ferramentas, apps ou LPs da marca ou produto onde possamos implementar tags de coleta de dados Propriedades digitais Mapeamento de todas as interações de campanhas como impressões, cliques, visualizações, Lading Pages, conversões e conversões atribuídas, audiências capturadas e ainda enriquecidas com 3rd party. Seguindo toda a nova legislação de proteção de dados (GDPR), temos integrados mais de 6 bilhões de cookies e 42 data providers para facilitar a construção de inteligência de dados completa, granular e profunda no conhecimento do perfil do internauta.. As camadas de dados
  5. 5. Coletar Dados PROPRIEDADES DIGITAIS As propriedades digitais podem incluir sites e landing pages em qualquer dispositivo, aplicativos mobile e qualquer domínio da Marca. PROPRIEDADES OFFLINE A DMP é capaz de coletar uma variedade de registros off-line, seja dados de CRM, dados de Set Top Box ou Consoles, dados de e-mails ou CMS. MÍDIA Os dados podem ser ingeridos através de uma ampla gama de canais publicitários, incluindo exibição de display e vídeo, pesquisa, redes sociais. Estes dados podem ser armazenados no nível de impressão para fornecer uma coleta profunda e granular. A DMP pode ser usada para coletar dados de diferentes fontes incluindo:
  6. 6. GPDR, CCPA ou LGPD? Depois de diversas controversas sobre os dados ocorridos dentro do Facebook, durante as campanahs eleitorais dos USA, utilizando uma empresa europeia, a Cambridge Analytica, a Europa busca uma forma de proteger os interesses dos internautas, protegendo seus dados. Será que isso é possível?
  7. 7. Constru ção do dado Dados sensíveis Nome Completo, CPF, RG, Número de cartão de crédito, email e qualquer informação que cruze quem é o usuário Dados Não sensiveis Sexo, faixa etária, informações socio demográficas Dados de comportamento e interesse Tipo de informações, baseadas em navegação e data providers, que completam as informações sobre o internauta. O que a gente sabe?
  8. 8. Wall Garden Dash ou Dado? Dash ou Dado?
  9. 9. Wall Garden
  10. 10. Wall Garden Pipe de dados?
  11. 11. PROCESSO DE CONSTRUÇÃO NA VEICULAÇÃO DE MÍDIA Construção de Base Partindo do briefing, compilamos das bases de 3rd party existentes, hipóteses de consumidor. Suspect base O perfil de “suspect”, volta as linhas iniciais, para otimizar as entregas de awarenes Analise e alimentação de dados Construção de perfil validando hipótese, criando bases de target ”suspects” e ”prospects”. Prospect base Continua no funil e são criados as bases com perfil semelhantes para alimentar as linhas de campanhas. Analise do Funil Utilizando a atribuição e as ferramentas construção de dados, vamos os canais de melhor conversão e distribuímos as bases para outros canais. Canais de ativação e Insights Construímos o funil de conversão junto com diversos insights sobre comportamento do target e possibilidades de comunicação com este. Open Line Open Action, excluindo a linha de 3rd party, para validar o hipotese criada além de mapear o suspect. Base de retarget Utilizamos os dados gerados para criar a base de retarget Outros canais Integração de outros canais para melhoria de performance Perfil Supect + Prospect Analisando os dados dos dois perfil, mapeamos alguns targets, baseados em comportamento, para remeter direto para os canais de conversão final. Ativação de mídia via plataforma programática Integração DCO Insight Analytics Outros canais
  12. 12. O que muda? Sem o conhecimento dos dados e as devidas intergrações CTR médio 0,06% Com dados de 3rd party, sem conhecimento, CTR médio 0,22% Com dados de 2nd party, criando insights, CTR médio 0,54% Tratando 1st party, enriquecendo com 2nd e 3rd, CTR médio de 1,02%
  13. 13. Nossa plataforma de Mídia Programática Premium, consegue melhorar e otimizar qualquer resultado. Com a integração da Lotame em nosso processo, temos acesso a melhor DMP do mundo e mais de 40 data providers para gerar mais dados e informações sobre o consumidor. Nosso time de otimização, utiliza o conhecimento, os dados e a integração das ferramentas para melhorar resultados e performance das campanhas em qualquer plataforma Cuida das integrações de adservers, tags de plataformas, DCO para que todo o processo funcione e que não exista dispersão de dados, assim como a validação das ferramentas, audiências e dados. Conecta todas as pontas para que possa gerar insights e inteligência de dados para que o processo funcione, melhore resultados e ainda contribua com o cliente para o sucesso da suas campanhas.
  14. 14. Jamais se contente com a sabedoria aceita, mesmo que venha das fontes de maior autoridade, mas combine reflexões teóricas com experimentos práticos e chegue as suas próprias conclusões! THINK ABOUT IT. Vincenzo Galilei 3/04/1520 – 03/08/1591 (Pai de Galileu Galilei)
  15. 15. Bruno Pompeu CEO / Co-founder email: bpompeu@ad3plus.com Cel: +55 11 9 9802 0997 Tel: + 55 11 3887 1746 Site: ad3plus.com Linkedin.com/brunopompeu BRA USA POR

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