{"id":6968,"date":"2017-06-29T14:49:56","date_gmt":"2017-06-29T14:49:56","guid":{"rendered":"http:\/\/www.criteo.com\/br\/?p=6968"},"modified":"2024-09-17T14:51:47","modified_gmt":"2024-09-17T14:51:47","slug":"combinacao-direta-x-combinacao-probabilistica-qual-e-melhor-e-por-que","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/combinacao-direta-x-combinacao-probabilistica-qual-e-melhor-e-por-que\/","title":{"rendered":"Combina\u00e7\u00e3o direta X combina\u00e7\u00e3o probabil\u00edstica: qual \u00e9 a melhor e por qu\u00ea?"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>Uma campanha de marketing online que funcione tem que ser completa: apresentar produtos atraentes, an\u00fancios com design criativo e inspirador, e usar marketing program\u00e1tico para otimizar or\u00e7amentos. Mas, esses elementos nada adiantar\u00e3o se algo estiver faltando: uma combina\u00e7\u00e3o de dados robusta, que vincule voc\u00ea aos seus prospects mais quentes.<\/p>\n<p>Existem dois tipos de listas de combina\u00e7\u00e3o de prospects:<\/p>\n<ol>\n<li><strong><em>Combina\u00e7\u00e3o determin\u00edstica<\/em><\/strong>: m\u00e9todo direto de combinar prospects. Tem sido a abordagem preferencial. Esse m\u00e9todo fornece dados de identifica\u00e7\u00e3o extra\u00eddos diretamente de redes sociais, canais, downloads de conte\u00fado, formul\u00e1rios de solicita\u00e7\u00e3o de informa\u00e7\u00f5es, registros de comparecimento a eventos, entre outros. Cada fonte de dados fornece identificadores \u00fanicos (nome, endere\u00e7o, sexo, etc.), com o mais alto n\u00edvel de precis\u00e3o.<\/li>\n<li><strong><em>Combina\u00e7\u00e3o probabil\u00edstica<\/em><\/strong>: conjunto de dados que informam quem s\u00e3o seus prov\u00e1veis prospects. As combina\u00e7\u00f5es aqui s\u00e3o aquelas que mostraram uma variedade de identificadores do consumidor, como padr\u00f5es de navega\u00e7\u00e3o, endere\u00e7o IP e tipo de dispositivo. Essa lista de potenciais combina\u00e7\u00f5es probabil\u00edsticas \u00e9 muito maior do que aquela de combina\u00e7\u00f5es determin\u00edsticas. Quando a coleta de dados \u00e9 manipulada de forma efetiva, as combina\u00e7\u00f5es probabil\u00edsticas podem ter uma alta probabilidade de gerar leads fortes e adequados, embora n\u00e3o haja uma combina\u00e7\u00e3o direta. No entanto, os resultados podem decepcionar caso a coleta de dados seja insuficiente e as suposi\u00e7\u00f5es estejam incorretas.<\/li>\n<\/ol>\n<p>Que tipo de combina\u00e7\u00e3o voc\u00ea deve usar na sua campanha? Alguns anos atr\u00e1s, provavelmente qualquer tipo servia. Mas, hoje, gra\u00e7as \u00e0 enorme quantidade de dados dispon\u00edveis para analisar e detalhar, a resposta \u00e9 f\u00e1cil: os dois tipos! Usar uma combina\u00e7\u00e3o de dois conjuntos de dados pode gerar muito sucesso.<\/p>\n<p>Mas o segredo para esse sucesso requer todo cuidado. Voc\u00ea deve trabalhar com um parceiro de marketing que entenda as complexidades de harmonizar a combina\u00e7\u00e3o de dados com t\u00e9cnicas determin\u00edsticas e probabil\u00edsticas. Esse parceiro saber\u00e1 exatamente como construir conjuntos de dados probabil\u00edsticos, que sejam precisos e complementem a precis\u00e3o dos seus dados determin\u00edsticos. Quando isso \u00e9 feito corretamente, o sucesso da campanha \u00e9 m\u00fasica para seus ouvidos.<\/p>\n<p>Para saber mais sobre como maximizar os resultados da sua campanha, com combina\u00e7\u00e3o direta e probabil\u00edstica, envie um email para <a href=\"mailto:info@criteo.com\">info@criteo.com<\/a> e confira nosso\u00a0<a href=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2017\/10\/Criteo-Retargeting101-eBook-BR.pdf\">guia pr\u00e1tico para retargeting<\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Uma campanha de marketing online que funcione tem que ser completa: apresentar produtos atraentes, an\u00fancios com design criativo e inspirador, e usar marketing program\u00e1tico para otimizar or\u00e7amentos. Mas, esses elementos nada adiantar\u00e3o se algo estiver faltando: uma combina\u00e7\u00e3o de dados robusta, que vincule voc\u00ea aos seus prospects mais quentes. Existem dois tipos de listas [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":1809,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[731],"coauthors":[],"class_list":{"0":"post-6968","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-tech"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"stae_popup_enable":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Combina\u00e7\u00e3o direta X combina\u00e7\u00e3o probabil\u00edstica: qual \u00e9 a melhor e por qu\u00ea? | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Para uma campanha de marketing online funcionar, \u00e9 preciso ter uma combina\u00e7\u00e3o de dados robusta, mesclando determin\u00edstica e 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