{"id":646017,"date":"2021-12-13T02:23:00","date_gmt":"2021-12-13T02:23:00","guid":{"rendered":"https:\/\/www.capgemini.com\/br-pt\/?post_type=research-and-insight&#038;p=646017"},"modified":"2026-02-11T02:33:25","modified_gmt":"2026-02-11T02:33:25","slug":"um-novo-manual-para-diretores-de-marketing","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/br-pt\/insights\/biblioteca-de-pesquisas\/um-novo-manual-para-diretores-de-marketing\/","title":{"rendered":"Como os CMOs podem aproveitar ao m\u00e1ximo o data driven marketing? Conhe\u00e7a as melhores pr\u00e1ticas sobre marketing orientado a dados"},"content":{"rendered":"\n<div class=\"wp-block-anchor-block-standard\" id=\"download\" data-anchor-padding=\"\" style=\"--data-anchor-padding: 0px\"><\/div>\n\n\n\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/hero-capgemini-cmo-playbook.jpg\" class=\"header-img header-img-d\" alt=\"CMO Playbook - Um novo manual para diretores de marketing\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Data and AI<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\"\/><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Como os CMOs podem aproveitar ao m\u00e1ximo o data driven marketing? Conhe\u00e7a as melhores pr\u00e1ticas sobre marketing orientado a dados<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2021\/12\/Infografico-Capgemini-CMO-Playbook-PT-data-driven-marketing.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Dowmload Infogr\u00e1fico<\/span><span class=\"type\">514 KB pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2023\/05\/Summary_Report_A-new-CMO-Playbook1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download resumo do estudo<\/span><span class=\"type\">785 KB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/br-pt\/?post_type=resource&amp;p=1851\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/br-pt\/?post_type=resource&amp;p=1851&amp;text=Como%20os%20CMOs%20podem%20aproveitar%20ao%20m%C3%A1ximo%20o%20data%20driven%20marketing%3F\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/br-pt\/?post_type=resource&amp;p=1851&amp;text=Como%20os%20CMOs%20podem%20aproveitar%20ao%20m%C3%A1ximo%20o%20data%20driven%20marketing%3F\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>O aumento da digitaliza\u00e7\u00e3o e do com\u00e9rcio eletr\u00f4nico durante a \u00faltima d\u00e9cada atingiu o pico no ano passado com a pandemia, desencadeando uma verdadeira explos\u00e3o do uso de dados. \u00c0 medida que a poeira assenta, as organiza\u00e7\u00f5es est\u00e3o mais cientes de como o marketing \u00e9 vital para os neg\u00f3cios e de como o papel dos diretores de marketing (CMOs) se tornou mais amplo.<\/p>\n\n\n\n<p>Mas as fun\u00e7\u00f5es de marketing t\u00eam, hoje, a capacidade t\u00e9cnica para gerar resultados usando dados? Quer\u00edamos descobrir. Para conceber o relat\u00f3rio mais recente do <a href=\"https:\/\/www.capgemini.com\/insights\/research-institute\/\" target=\"_blank\" rel=\"noreferrer noopener\">Capgemini Research Institute<\/a>, \u201c<strong>Um Novo Manual para diretores de marketing<\/strong>.\u201d, entrevistamos 1.600 diretores de marketing B2C nos setores automotivo, banc\u00e1rio, de bens de consumo, seguros, varejo, telecomunica\u00e7\u00f5es e servi\u00e7os p\u00fablicos em todo o diretores de marketing. Tamb\u00e9m conversamos com 25 CMOs e outros diretores de marketing.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cOs benef\u00edcios do marketing em tempo real \u00e9 o impacto que criamos no comportamento do cliente, que se traduz em resultados de neg\u00f3cios espec\u00edficos\u201d.<\/p>\n<cite>Katarzyna Jezierska, L\u00edder de Marketing da Visa para a Europa Ocidental Central<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-neste-relatorio-nos-concentramos-em-quatro-areas-principais\">Neste relat\u00f3rio, nos concentramos em quatro \u00e1reas principais:<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Como os dados e a tecnologia permitem que o marketing atinja seu potencial de impulsionador do crescimento e cumpra uma fun\u00e7\u00e3o mais ampla e hol\u00edstica em um ambiente digital inovador<\/li>\n\n\n\n<li>Os principais obst\u00e1culos encontrados no caminho do data-driven marketing<\/li>\n\n\n\n<li>O que distingue os profissionais de marketing orientados a dados e suas vantagens em rela\u00e7\u00e3o aos profissionais n\u00e3o orientados a dados<\/li>\n\n\n\n<li>As principais recomenda\u00e7\u00f5es para os CMOs sobre como aproveitar ao m\u00e1ximo os dados e insights do data driven marketing<\/li>\n<\/ol>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cApenas 11% dos profissionais de marketing em nossa pesquisa se qualificam como profissionais de marketing data-driven (orientados a dados).\u201d<\/p>\n<cite>Dados do estudo<\/cite><\/blockquote>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/8\/2021\/12\/data-driven-marketing-capgemini-blog-pesquisa02.png\" alt=\"dado-infogr\u00e1fico-43-diretores-de-marketing-cmo-playbook\" class=\"wp-image-77853\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-o-que-e-data-driven-marketing\">O que \u00e9 data-driven marketing?<\/h2>\n\n\n\n<p>Data-driven marketing \u00e9 a abordagem de conduzir estrat\u00e9gias de marketing, iniciativas de campanha e conte\u00fado com base em an\u00e1lises e insights derivados de dados de clientes, incluindo intera\u00e7\u00f5es e compromissos com o cliente. Os profissionais de data driven marketing processam, analisam e potencializam os dados para ajustar as campanhas, o conte\u00fado e as entregas de marketing.<\/p>\n\n\n\n<p>Ainda lideram o marketing em tempo real com seus recursos baseados em dados e capacidade de responder rapidamente, conduzindo assim a experi\u00eancia do cliente em tempo real, conforme as necessidades, os desejos e o comportamento de cada cliente.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"#download\">Baixe agora o infogr\u00e1fico do CMO Playbook<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-os-diretores-de-marketing-cmos-podem-utilizar-o-data-driven-marketing-para-resultados-mais-rapidos-e-precisos\">OS diretores de marketing (CMOs), podem utilizar o data driven marketing para resultados mais r\u00e1pidos e precisos.<\/h2>\n\n\n\n<p>Para juntar-se a esses profissionais de marketing data-driven, os CMOs precisam ter uma vis\u00e3o clara da estrat\u00e9gia de marketing e um processo estruturado de coleta de dados. Nosso relat\u00f3rio fornece diversos exemplos de data-driven marketing aplicado em grandes marcas globais.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cA Netflix decide quando lan\u00e7ar a pr\u00f3xima temporada de um programa espec\u00edfico, analisando uma s\u00e9rie de dados do usu\u00e1rio relacionados ao streaming, como em que parte do dia eles assistiram ao programa, classifica\u00e7\u00f5es, h\u00e1bitos de pausa e rolagem dos usu\u00e1rios, e as conversas sobre o conte\u00fado nas m\u00eddias sociais.\u201d<\/p>\n<cite>Dados do estudo<\/cite><\/blockquote>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/8\/2021\/12\/data-driven-marketing-capgemini-blog-pesquisa01.png\" alt=\"novo-dado-infogr\u00e1fico-74-CMOs-diretores-de-marketing-cmo-playbook\" class=\"wp-image-77854\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"#download\">Baixe agora o resumo do estudo CMO Playbook<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Entrevistamos 1.600 diretores de marketing B2C em todo o mundo para entender as melhores pr\u00e1ticas do marketing orientado a dados. Baixe agora<\/p>\n","protected":false},"author":588,"featured_media":1854,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":101,"primary_term":"Data and AI","featured_focal_points":""},"tags":[194,142],"research-and-insight-type":[355],"theme":[101],"brand":[72],"service":[77],"industry":[58],"partners":[],"content-group":[],"class_list":["post-646017","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-cmo","tag-cmo-playbook","research-and-insight-type-playbook","theme-data-and-ai","brand-capgemini-research-institute","service-data-ai","industry-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Diretores de Marketing: Resultados Atrav\u00e9s de Dados - Capgemini Brasil<\/title>\n<meta name=\"description\" content=\"Entrevistamos 1.600 diretores de marketing B2C em todo o mundo para entender as melhores pr\u00e1ticas do marketing orientado a dados. 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