Newsletters

: quais as métricas mais adequadas para avaliar o seu impacto?: o caso do Mercadão

Abstract

With the evolution of the digital universe, there arises a need for companies to establish their presence in this area. Every day, we are faced with various digital marketing strategies aimed at both introducing the brand and promoting its products. Therefore, there emerges a need for companies to analyze the campaigns they conduct. In this way, companies can evolve and carry out more relevant and impactful campaigns. With this in mind, it is necessary to define the best method of analyzing these campaigns, as well as the best metrics. Thus, this Master's Final Project aims to answer the following question: What are the most suitable metrics to evaluate the impact of Newsletters/Promotional Flyers? It was in the context of this need that the internship was carried out at Mercadão, serving as a case study for a little-studied analysis method of Newsletters/Promotional Flyers. This method is based on A/B testing and is adapted to the needs of the hosting company. In this analysis, three different metrics (Incremental Sales, Incremental Orders, and Incremental Consumers) are used, which will be explored in more detail throughout this report.

Date of Award	13 Jul 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)