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Atribuição (marketing)

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Marketing Attribution is a principle in marketing that helps businesses understand the impact of their advertising[3] efforts. It’s based on a psychological theory and has evolved significantly with the rise of digital advertising. Using data from digital channels like search, display, and email marketing[1], it quantifies the influence of each ad impression on consumidor[4] decisions. This aids in optimizing media spend for conversions, comparing different marketing channels, and understanding conversion paths across the marketing mix[2]. Various attribution models have been developed due to digital growth, including single source, fractional, and algorithmic models. These models help in planning future ad campaigns, analyzing past performance, and making data-driven decisions. However, they also face challenges such as accuracy and changes in data privacidade[5] laws.

Definições de termos
1. email marketing. Email marketing is a digital marketing strategy that leverages email to promote products or services, build customer loyalty, trust, or brand awareness. It encompasses sending direct promotional emails to generate new customers or persuade current customers to make a purchase, and sending transactional emails after a customer's action with a company to facilitate or confirm a commercial transaction. Despite challenges like email deliverability and compliance with spam laws, it remains a cost-effective and efficient marketing strategy with high open rates and detailed analytics for campaign performance. It's also subject to various legal regulations, like the CAN-SPAM Act in the United States and GDPR in the European Union, to protect consumers from spam and uphold privacy rights. Email marketing is considered faster, more affordable, and more efficient than traditional mail marketing, with tools for automation and customer behavior analysis.
2. marketing mix. O marketing mix é uma ferramenta estratégica utilizada pelas empresas para comercializar e vender eficazmente os seus produtos e serviços. Desenvolvido no final da década de 1940 e popularizado na década de 1960, inclui os quatro elementos originais, ou "4 Ps": Produto, Preço, Local e Promoção. Os produtos são os bens ou serviços oferecidos pela empresa, enquanto o preço é o montante que se espera que os clientes paguem. O local está relacionado com a forma como o produto é distribuído e acedido pelos clientes, e a promoção envolve a comunicação do valor do produto a potenciais clientes. O marketing mix evoluiu para incluir três componentes adicionais para os serviços: pessoas, processos e provas físicas, conhecidas como o mix alargado. Esta estratégia é crucial para o sucesso de uma empresa, uma vez que ajuda a potenciar os pontos fortes, a atenuar os pontos fracos e a aumentar a competitividade. Também ajuda a alcançar os objectivos de marketing através da colaboração e do alinhamento internos. O marketing mix é adaptável e pode ser optimizado para várias indústrias e esforços de marketing digital.

In marketing, attribution, also known as multi-touch attribution, is the identification of a set of user actions ("events" or "touchpoints") that contribute to a desired outcome, and then the assignment of a value to each of these events. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.

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