{"id":52811,"date":"2021-02-24T09:33:20","date_gmt":"2021-02-24T09:33:20","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&#038;p=52811"},"modified":"2024-09-20T17:39:22","modified_gmt":"2024-09-20T16:39:22","slug":"carrefour-media-x-artefact-helping-brands-and-partners-thanks-to-carrefours-data","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/br\/cases\/carrefour-media-x-artefact-helping-brands-and-partners-thanks-to-carrefours-data\/","title":{"rendered":"<span class=\"highlight\">Carrefour Media<\/span> com Artefact est\u00e3o ajudando as marcas a melhorar a m\u00eddia targeting gra\u00e7as ao data do Carrefour"},"content":{"rendered":"<p><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:750px;--awb-max-height:422px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:56.27%;\" ><iframe title=\"Reprodutor de v\u00eddeo do YouTube 1\" src=\"https:\/\/www.youtube.com\/embed\/rLdKV7xjgiM?wmode=transparent&autoplay=0\" width=\"750\" height=\"422\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><div class=\"fusion-text fusion-text-1 description\"><p>Ajudando as empresas de varejo em seus desafios de transforma\u00e7\u00e3o, o Carrefour Media e a Artefact est\u00e3o se unindo para oferecer aos anunciantes as melhores ferramentas e servi\u00e7os de medi\u00e7\u00e3o, ativa\u00e7\u00e3o e an\u00e1lise.<\/p>\n<p>Nicolas Trol\u00e9, Chief Revenue Officer (Carrefour Media) e Thomas Faure, Senior Consultant Manager - E-Retail Lead (Artefact) compartilham sua vis\u00e3o sobre o uso da m\u00eddia de varejo para estrat\u00e9gias de marca bem-sucedidas.<\/p>\n<\/div><\/div><\/div><\/div><\/article><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><p>Assista a toda a confer\u00eancia do HubDay.<\/p>\n<\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type button-primary-medium\" target=\"_self\" href=\"https:\/\/marketing.artefact.com\/hubday-retail-ecommerce-replay-mattel-carrefour\" rel=\"noopener\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Assista a toda a confer\u00eancia do HubDay.<\/span><\/a><\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling case-content\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-space-between fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column text-image-block-video-content1\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">O ecossistema de varejo est\u00e1 passando por uma revolu\u00e7\u00e3o<\/h2><\/div><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>As antigas regras do varejo foram profundamente afetadas por dois novos fatores: ativos digitais (m\u00eddia digital) e o comprador data, que ajuda a alavancar o conhecimento do comportamento do cliente e a ativa\u00e7\u00e3o granular dos ativos digitais.<\/p>\n<p>A m\u00eddia de varejo combina ativos digitais e compradores data. Por muitos anos, a m\u00eddia de varejo tem ajudado marcas e fabricantes a se tornarem mais eficientes de quatro maneiras diferentes:<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><b>percep\u00e7\u00f5es dos clientes<\/b>: uma compreens\u00e3o mais profunda de seus clientes gra\u00e7as ao data de membros identificados de programas de fidelidade do cliente<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><b>preciso targeting<\/b>Marketing de massa: mudan\u00e7a do marketing de massa para o marketing 1:1<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><b>ativa\u00e7\u00e3o<\/b>: ativa\u00e7\u00f5es omnicanal que podem ser sincronizadas por meio de v\u00e1rios pontos de contato aprimorados pelo comprador data<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><b>medi\u00e7\u00e3o<\/b>Medida do retorno do investimento em publicidade e do impacto nas vendas<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-4\"><div class=\"quote\">\u201cA m\u00eddia de varejo \u00e9 um ecossistema que precisa de um certo n\u00famero de mandat\u00f3rios por parte do varejista e do fabricante.\u201c<\/div>\n<\/div><div class=\"fusion-text fusion-text-5 quote-baseline\" style=\"--awb-text-transform:none;\"><p>Thomas Faure, gerente s\u00eanior de consultoria - l\u00edder de varejo eletr\u00f4nico (<a href=\"https:\/\/www.artefact.com\/br\/\">Artefact<\/a>)<\/p>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">A vis\u00e3o do Carrefour sobre seu sistema de m\u00eddia de varejo<\/h2><\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-text-transform:none;\"><p>O Carrefour fornece aos fabricantes solu\u00e7\u00f5es de ponta para conduzir campanhas de m\u00eddia de varejo e desenvolver suas vendas e presen\u00e7a de exibi\u00e7\u00e3o tanto na loja quanto no site de com\u00e9rcio eletr\u00f4nico.<\/p>\n<p>De acordo com <a href=\"https:\/\/www.linkedin.com\/in\/nicolas-trol%C3%A9-326b4a19\/?originalSubdomain=fr\" target=\"_blank\" rel=\"noopener\">Nicolas Trol\u00e9<\/a>, Para o senhor, o Carrefour Media tem a oportunidade \u00fanica de poder aproveitar os ativos de toda a divis\u00e3o, como 5.000 lojas f\u00edsicas, uma plataforma digital que atinge 10 milh\u00f5es de clientes todos os meses e o elemento-chave de sua oferta omnichannel, seu exclusivo data.<\/p>\n<\/div><div class=\"fusion-text fusion-text-7\"><div class=\"quote\">\n<p>\u201cQuando falamos de data no Carrefour, estamos falando de data do nosso programa de fidelidade do cliente, que representa 14 milh\u00f5es de portadores de cart\u00e3o, 7 milh\u00f5es de clientes registrados on-line e off-line e 5 milh\u00f5es de clientes apenas digitais\u201c<\/p>\n<\/div>\n<\/div><div class=\"fusion-text fusion-text-8 quote-baseline\"><p>Nicolas Trol\u00e9, diretor de receita (Carrefour Media)<\/p>\n<\/div><div class=\"fusion-text fusion-text-9\"><p>Em 2021, o Carrefour tomou a decis\u00e3o de desenvolver uma nova plataforma full stack no carrefour.fr, com a Criteo como parceira, para oferecer aos anunciantes novas solu\u00e7\u00f5es de ativa\u00e7\u00e3o e melhor medi\u00e7\u00e3o e targeting.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">Artefact como um parceiro confi\u00e1vel para maximizar o valor do data do Carrefour<\/h2><\/div><div class=\"fusion-text fusion-text-10\"><p>Thomas Faure analisa os quatro pilares da parceria entre o Carrefour Media e o Artefact:<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-2 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><b>Consultoria de neg\u00f3cios<\/b>y: Os fabricantes querem entender de onde vem o crescimento. \u201cO data do Carrefour ajuda as marcas a identificar oportunidades de neg\u00f3cios para acelerar\u201d<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><b>Perfil e an\u00e1lise de clientes<\/b>: \u201cQuem \u00e9 meu cliente?\u201d Um dos principais desafios dos fabricantes \u00e9 definir quem \u00e9 o seu cliente. O data do Carrefour ajuda as marcas a representar as personas dos compradores de suas marcas<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><b>Estrat\u00e9gia, opera\u00e7\u00e3o e ativa\u00e7\u00e3o:<\/b> ajudar as marcas a criar estrat\u00e9gias de ativa\u00e7\u00e3o de m\u00eddia (or\u00e7amento, KPIs)<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><b>Casos de uso avan\u00e7ados do data<\/b>projetos que levam em conta toda a proposta de valor de varejo<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"<p>O Carrefour Media e a Artefact est\u00e3o se unindo para oferecer aos anunciantes as melhores ferramentas e servi\u00e7os de medi\u00e7\u00e3o, ativa\u00e7\u00e3o e an\u00e1lise.<\/p>","protected":false},"featured_media":52871,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"categories":[91],"class_list":["post-52811","cases","type-cases","status-publish","has-post-thumbnail","hentry","category-retail"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/cases\/52811","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/types\/cases"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media\/52871"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=52811"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/categories?post=52811"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}