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AIDAX - Atenção, Interesse, Desejo, Ação, eXperiência

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1. AIDAX
ATENÇÃO INTERESSE DESEJO AÇÃO EXPERIÊNCIA

2.ESTATÍSTICA COMUM DO MERCADO
anônimos: 97%
identificados: 3%

3.CASE VIVRESHOP
anônimos: 93%
identificados: 7%

4. CADA VISITANTE É ÚNICO
O que chama sua atenção?
O que capta o seu interesse?
O que desperta o seu desejo?
Que ação podemos tomar?
Como otimizar a experiência B2C?

5. COMPORTAMENTO
O MERCADO QUER ENTENDER OS SINAIS DA JORNADA

6. AX("EVENTO")
CAPTURAR O COMPORTAMENTO DA JORNADA

7. EVENTOS PERSONALIZADOS
ax("clicou_no_banner")
ax("pediu_newsletter")
ax("deseja_saber_mais", { assunto: "esportes" })
ax("avaliou_o_serviço", { nota: 3, obs: "Not Bad" })
ax("indicou_amigo", { facebook: "fulano123"})

8. IDENTIDADE
O SALTO DE FÉ DO VISITANTE ANÔNIMO

9. AX.IDENTIFY("FOO@BAR.COM")
CAPTURAR A IDENTIDADE DA JORNADA

10. ATRIBUTOS PERSONALIZADOS
AX.IDENTIFY("FOO@BAR.COM", { FIRST_NAME: "FOO", AGE: 20, GENDER: "M" })

11. PERFIL
CONHEÇA O SEU PÚBLICO

12. PERFIL = SEGMENTAÇÃO
Comportamento: Eventos, Pageviews, Inscrições, Pedidos e Objetivos
Identidade: Atributos, Teste A/B, Geolocalização e Clima
Temporalidade: Intervalos para cada característica

13. AX.QUERY("PROFILE", { VALUE: "ANIVERSARIANTE" })
PERGUNTE QUEM É O SEU VISITANTE, OFEREÇA UMA EXPERIÊNCIA PERSONALIZADA

14. GATILHO
DISPARE UMA AÇÃO PARA O PERFIL CORRETO

15. MANTER A JORNADA EM MOVIMENTO
Associe perfis a gatilhos
Associe gatilhos a ações
Crie workflows personalizados
Observe as conversões
Entenda o seu público

16. AÇÕES SUPORTADAS
Email para o visitante
Email para a equipe
Webhooks
Manutenção de anúncios terceirizados (em breve)

17. FLUXO
MASTIGAR A INFORMAÇÃO PARA PRODUZIR RESULTADOS

18. EXEMPLO DE FLUXO: 1
John visita o site como anônimo
O site invoca ax.whois() para saber se o usuário é anônimo
Exibe uma lightbox oferecendo um desconto caso ele deixe o e-mail para news
Caso ele não deixe o e-mail, continue trackeando o comportamento
Exiba oportunidades personalizadas de identificação para fisgá-lo

19. EXEMPLO DE FLUXO: 2
John se encaixa no perfil "Consumidor em potencial"
Gatilho de email personalizado é disparado para John
John "morde a isca" e retorna ao site, faz o cadastro
John agora se encaixa no perfil "Consumidor novo"
Um gatilho de notificação é disparado para o marketing

20. EXEMPLO DE FLUXO: 3
Marketing trabalha o relacionamento diretamente com John
Possivelmente lança novas características na identidade dele
John faz seu primeiro pedido
CONVERSÃO! :)

21. MAS NÃO PÁRA POR AÍ...
Para melhorar a retenção, crie um perfil temporal
Daqui a dois meses, John deixará de comprar na loja
Ele se encaixa no perfil "Consumidor sem comprar há 2 meses"
Um gatilho de email é disparado para John
John retorna ao site, comprando ou não, renovou o interesse

22. OUTRAS FERRAMENTAS DO OFÍCIO

23. PAGEVIEW
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Publicado en: Datos y análisis
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AIDAX - Atenção, Interesse, Desejo, Ação, eXperiência

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