{"id":62873,"date":"2021-09-08T17:55:14","date_gmt":"2021-09-08T16:55:14","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=event_listing&#038;p=62873"},"modified":"2026-03-08T12:47:39","modified_gmt":"2026-03-08T12:47:39","slug":"how-to-measure-true-marketing-roi-in-the-cookieless-world","status":"publish","type":"event_listing","link":"https:\/\/www.artefact.com\/br\/events\/how-to-measure-true-marketing-roi-in-the-cookieless-world\/","title":{"rendered":"Reckitt x Artefact||Reckitt x Artefact||Reckitt x Artefact"},"content":{"rendered":"<div 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-text fusion-text-1\"><p>Compreender o verdadeiro impacto incremental e o ROI dos or\u00e7amentos de marketing tem sido um dos desafios mais complicados para os l\u00edderes de marketing desde o surgimento e a diversifica\u00e7\u00e3o em massa do marketing digital.<\/p>\n<p>A modelagem do mix de marketing e a atribui\u00e7\u00e3o orientada por Data foram projetadas para resolver esse problema, mas cada uma tem suas falhas. Essas falhas s\u00f3 ser\u00e3o ampliadas ainda mais \u00e0 medida que nos aproximarmos do fim do rastreamento baseado em cookies.<\/p>\n<p>Nesse bate-papo, Bobby Gray (diretor do Data) e Aleksandra Semenenko (cientista l\u00edder do Data), do Artefact, e Henry Jung, da Reckitt Benckiser, discutem os desafios de mensura\u00e7\u00e3o que temos pela frente, por que precisamos repensar completamente nossa abordagem de mensura\u00e7\u00e3o de marketing no mundo sem cookies e a nova solu\u00e7\u00e3o de mensura\u00e7\u00e3o desenvolvida pelo Artefact que promete resolver muitos dos desafios identificados nos modelos atuais - Artefact mROI<\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"featured_media":62929,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"country":[],"event_listing_category":[857],"event_listing_type":[855],"class_list":["post-62873","event_listing","type-event_listing","status-publish","has-post-thumbnail","hentry","event_listing_category-data-marketing","event_listing_type-fireside-chat"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/event_listing\/62873","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/event_listing"}],"about":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/types\/event_listing"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media\/62929"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=62873"}],"wp:term":[{"taxonomy":"country","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/country?post=62873"},{"taxonomy":"event_listing_category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/event_listing_category?post=62873"},{"taxonomy":"event_listing_type","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/event_listing_type?post=62873"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}