Correlação de indicadores financeiros e métricas de marketing em uma empresa de e-commerce B2B

Um estudo de caso

Abstract

This article was written through a study conducted in a B2B e-commerce company operating in the telecommunications industry. The objective was to identify how some digital marketing indicators are related to financial indicators through the commercial result. During this study, some information was collected about the investment in paid advertisements, this information also related to sales during the period of placement of these advertisements. Marketing metrics and financial indicators related to revenue obtained from the investment in ads were analyzed. The methodology used as the means was a case study of quantitative nature, as for the purposes of a descriptive research, the universe was the company, and the sampling criterion was non-probabilistic for accessibility, descriptive statistics was also used to analyze the data. Marketing metrics showed the revenue resulting from a campaign with sponsored ads on social networks, while the financial analysis demonstrated the financial viability of the paid media campaign, showing numerically the returns obtained. During the preparation of this article, it was proved that it is possible to correlate marketing metrics and financial indicators, as there is a correlation between the investments made and commercial and financial returns, being possible even future projections considering previous results obtained.