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Digital Marketing Impact at Póstis Smart Access: What is the impact of digital marketing on the most important key performance indicators?
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| 2 MB | Adobe PDF |
Orientador(es)
Resumo(s)
O mundo está em constante evolução e as empresas devem estar preparadas para acompanhar
este crescimento de uma forma sustentada e eficiente, permitindo-lhes adaptar-se aos novos
cenários exigidos pelos consumidores. As mudanças na tecnologia tornaram o marketing cada
vez mais um reflexo dessas transformações e hoje em dia o marketing digital tem um peso
imenso na sustentabilidade das empresas.
O principal objetivo deste relatório de estágio é compreender qual é o impacto do marketing
digital na Póstis Smart Access e para isso é necessário compreender qual é o impacto do
marketing digital nos indicadores chave de desempenho mais importantes da empresa. Para
responder a esta pergunta foram utilizados dados do website, relatórios da empresa, e relatórios
de campanhas realizadas. Toda a informação foi analisada utilizando o Google Analytics, o
CRM da empresa e complementada pelos relatórios financeiros da empresa.
Depois de analisar estas fontes de dados, este relatório concluiu que, embora tenha havido
melhorias nos indicadores chave de desempenho mais importantes da Póstis Smart Access, não
existe uma relação direta que indique que estas realizações se devam apenas às campanhas e
ações de marketing digital realizadas.
The world is constantly evolving, and companies must be prepared to accompany this growth in a sustained and efficient way, allowing them to adapt to the new scenarios demanded by consumers. The changes in technology have made marketing increasingly a reflection of these changes and today digital marketing has an immense weight in the sustainability of companies. The main objective of this internship report is to understand what is the impact of digital marketing in Póstis Smart Access and for that it is necessary to understand what is the impact of digital marketing in the most important KPIs of the company. To answer this question, I used data from the website, company reports, and reports of campaigns carried out. All the information was analyzed using Google Analytics, the company's CRM and complemented by the company's financial reports. After analyzing these data sources, this report found that although there have been improvements in the most important key performance indicators of Póstis Smart Access, there is no direct relationship that indicates that these achievements were only due to the digital marketing campaigns and actions undertaken.
The world is constantly evolving, and companies must be prepared to accompany this growth in a sustained and efficient way, allowing them to adapt to the new scenarios demanded by consumers. The changes in technology have made marketing increasingly a reflection of these changes and today digital marketing has an immense weight in the sustainability of companies. The main objective of this internship report is to understand what is the impact of digital marketing in Póstis Smart Access and for that it is necessary to understand what is the impact of digital marketing in the most important KPIs of the company. To answer this question, I used data from the website, company reports, and reports of campaigns carried out. All the information was analyzed using Google Analytics, the company's CRM and complemented by the company's financial reports. After analyzing these data sources, this report found that although there have been improvements in the most important key performance indicators of Póstis Smart Access, there is no direct relationship that indicates that these achievements were only due to the digital marketing campaigns and actions undertaken.
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Marketing Digital Marketing Rendimentos Campanhas Personalizadas Indicadores Chave de Desempenho Digital Marketing Marketing Revenue Personalized Campaigns Key Performance Indicators