{"id":22241,"date":"2024-02-09T21:43:36","date_gmt":"2024-02-09T21:43:36","guid":{"rendered":"https:\/\/club.involves.com\/?p=22241"},"modified":"2024-02-09T21:43:36","modified_gmt":"2024-02-09T21:43:36","slug":"roi-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/roi-trade-marketing\/","title":{"rendered":"Maximizando ROI no Trade Marketing: estrat\u00e9gias e m\u00e9tricas"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">O ROI, ou retorno sobre o investimento, \u00e9 uma das m\u00e9tricas mais importantes para avaliar o desempenho das a\u00e7\u00f5es de trade marketing. <\/span><b>Ele indica quanto a sua empresa ganhou ou perdeu em rela\u00e7\u00e3o ao que investiu em cada canal, estrat\u00e9gia ou campanha.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Mas como calcular o ROI no trade marketing? Quais s\u00e3o os erros mais comuns que podem comprometer essa an\u00e1lise? Quais s\u00e3o os KPIs, ou indicadores-chave de desempenho, que devem ser acompanhados? Como avaliar o impacto das a\u00e7\u00f5es de trade marketing e como otimizar o ROI?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Neste artigo, vamos responder a essas perguntas e mostrar como a gest\u00e3o de dados pode ajudar a acompanhar o ROI do trade marketing. Vamos l\u00e1?<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Como calcular o ROI no trade marketing?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">O c\u00e1lculo do ROI no trade marketing \u00e9 simples: basta subtrair o valor investido do valor gerado pelas a\u00e7\u00f5es e dividir o resultado pelo valor investido. O resultado \u00e9 expresso em uma porcentagem, que indica o retorno sobre cada real investido.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por exemplo, se uma empresa investiu R$ 10.000 em uma campanha de trade marketing e obteve R$ 15.000 em vendas, o seu ROI foi de:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">ROI = (15.000 &#8211; 10.000) \/ 10.000<\/span><\/p>\n<p><span style=\"font-weight: 400;\">ROI = 0,5<\/span><\/p>\n<p><span style=\"font-weight: 400;\">ROI = 50%<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Isso significa que a empresa teve um retorno de 50% sobre o seu investimento, ou seja, para cada real investido, ela ganhou R$ 1,50.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Erros comuns ao calcular o ROI<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Apesar de ser um c\u00e1lculo simples,<\/span><b> o ROI no trade marketing pode ser afetado por alguns erros comuns, que podem distorcer a an\u00e1lise e comprometer a tomada de decis\u00e3o<\/b><span style=\"font-weight: 400;\">. Alguns desses erros s\u00e3o:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">N\u00e3o considerar todos os custos envolvidos nas <\/span><a href=\"https:\/\/club.involves.com\/acoes-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a\u00e7\u00f5es de trade marketing<\/span><\/a><span style=\"font-weight: 400;\">, como materiais, log\u00edstica, treinamento, comiss\u00f5es, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">N\u00e3o atribuir corretamente as receitas geradas pelas a\u00e7\u00f5es de trade marketing, considerando apenas as vendas diretas ou ignorando os efeitos indiretos, como aumento da fidelidade, da recomenda\u00e7\u00e3o ou do ticket m\u00e9dio.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">N\u00e3o definir um per\u00edodo adequado para medir o ROI, que pode variar conforme o tipo de a\u00e7\u00e3o, o canal e o objetivo da estrat\u00e9gia.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">N\u00e3o comparar o ROI com outras m\u00e9tricas ou benchmarks, como o custo de aquisi\u00e7\u00e3o de clientes (CAC), o lifetime value (LTV) ou o ROI m\u00e9dio do setor.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Para evitar esses erros, \u00e9 preciso ter uma metodologia clara e consistente para calcular o ROI no trade marketing, bem como <\/span><b>ferramentas adequadas para coletar, organizar e analisar os dados, como o <\/b><a href=\"https:\/\/involves.com\/stage\/\" target=\"_blank\" rel=\"noopener\"><b>Involves Stage<\/b><\/a><b>.<\/b><\/p>\n<h2><span style=\"font-weight: 400;\">Como determinar os KPIs a serem seguidos<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">O ROI \u00e9 uma m\u00e9trica importante, mas n\u00e3o \u00e9 a \u00fanica que deve ser acompanhada no trade marketing. Existem outros indicadores que podem ajudar a avaliar o desempenho das a\u00e7\u00f5es e identificar oportunidades de melhoria.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Os <\/span><a href=\"https:\/\/content.involves.com\/kpis-de-trade-marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">KPIs<\/span><\/a><span style=\"font-weight: 400;\"> devem ser definidos de acordo com os objetivos da estrat\u00e9gia de trade marketing, que podem ser:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aumentar a visibilidade da marca nos pontos de venda<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aumentar a participa\u00e7\u00e3o de mercado ou a penetra\u00e7\u00e3o em novos canais<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aumentar as vendas ou o volume de pedidos<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aumentar a rentabilidade ou a margem dos produtos<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aumentar a satisfa\u00e7\u00e3o ou a fideliza\u00e7\u00e3o dos clientes<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Alguns exemplos de KPIs que podem ser usados para medir esses objetivos s\u00e3o:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share of shelf (participa\u00e7\u00e3o na g\u00f4ndola)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share of voice (participa\u00e7\u00e3o na comunica\u00e7\u00e3o)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Market share (participa\u00e7\u00e3o no mercado)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sell-in (vendas para os canais)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sell-out (vendas dos canais para os consumidores)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sell-through (vendas dos canais para os consumidores em rela\u00e7\u00e3o \u00e0s vendas para os canais)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Giro de estoque<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ticket m\u00e9dio<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">NPS (Net Promoter Score)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Taxa de recompra<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Taxa de churn (perda de clientes)<\/span><\/li>\n<\/ul>\n<p><b>Os KPIs devem ser mensur\u00e1veis, relevantes, espec\u00edficos, ating\u00edveis e temporais, ou seja, seguir a metodologia SMART.<\/b><span style=\"font-weight: 400;\"> Eles tamb\u00e9m devem ser monitorados periodicamente e comparados com as metas estabelecidas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Leia tamb\u00e9m: <\/span><a href=\"https:\/\/club.involves.com\/planejamento-de-trade-marketing-2024\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Planejamento de trade marketing: 7 passos para as metas de 2024<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Como avaliar o impacto das a\u00e7\u00f5es de trade marketing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As a\u00e7\u00f5es de trade marketing podem ter diferentes impactos nos <\/span><a href=\"https:\/\/club.involves.com\/canais-de-vendas-direto-indireto-trade-industria\/\"><span style=\"font-weight: 400;\">canais<\/span><\/a><span style=\"font-weight: 400;\"> e nas estrat\u00e9gias utilizadas pela empresa. Por isso, \u00e9 importante avaliar o resultado de cada a\u00e7\u00e3o de forma isolada e integrada, considerando os seguintes aspectos:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">O canal de venda: as a\u00e7\u00f5es podem ter efeitos diferentes nos canais diretos e indiretos, online e offline, bem como nos diferentes tipos de lojas, como atacado, varejo e distribuidores.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A estrat\u00e9gia de trade marketing: as a\u00e7\u00f5es podem estar relacionadas a diferentes estrat\u00e9gias, como <\/span><a href=\"https:\/\/club.involves.com\/tipos-de-merchandising\/\"><span style=\"font-weight: 400;\">merchandising<\/span><\/a><span style=\"font-weight: 400;\">, promo\u00e7\u00e3o, incentivo e treinamento.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">O mix de marketing: as a\u00e7\u00f5es podem envolver diferentes elementos do mix de marketing, como produto, pre\u00e7o, pra\u00e7a e promo\u00e7\u00e3o.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Para avaliar o impacto das a\u00e7\u00f5es, \u00e9 preciso definir os indicadores adequados para cada canal, estrat\u00e9gia e elemento do mix, bem como utilizar m\u00e9todos de an\u00e1lise que permitam isolar os efeitos das vari\u00e1veis envolvidas. Alguns exemplos de m\u00e9todos s\u00e3o:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Teste A\/B: consiste em comparar o resultado de duas vers\u00f5es de uma mesma a\u00e7\u00e3o, alterando apenas um elemento, como o pre\u00e7o, o layout ou a mensagem.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Teste de mercado: consiste em aplicar uma a\u00e7\u00e3o em um mercado espec\u00edfico e comparar o resultado com outro mercado similar que n\u00e3o recebeu a a\u00e7\u00e3o.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An\u00e1lise multivariada: consiste em utilizar t\u00e9cnicas estat\u00edsticas para analisar o efeito de m\u00faltiplas vari\u00e1veis sobre uma vari\u00e1vel dependente, como o ROI ou as vendas.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Esses m\u00e9todos podem ajudar a identificar quais s\u00e3o as a\u00e7\u00f5es mais efetivas para cada canal e estrat\u00e9gia, bem como quais s\u00e3o os elementos do mix que mais influenciam o resultado.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Como tomar decis\u00f5es e otimizar o ROI no trade marketing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A partir da an\u00e1lise do ROI e dos demais indicadores, \u00e9 poss\u00edvel tomar decis\u00f5es mais assertivas e otimizar o retorno sobre o investimento no trade marketing. Algumas dicas para isso s\u00e3o:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Priorizar as a\u00e7\u00f5es que t\u00eam maior impacto no ROI ou nos objetivos da estrat\u00e9gia<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Eliminar ou reduzir as a\u00e7\u00f5es que t\u00eam baixo impacto ou alto custo<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Testar novas a\u00e7\u00f5es ou varia\u00e7\u00f5es das existentes para verificar se h\u00e1 melhoria no resultado<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ajustar o or\u00e7amento ou a aloca\u00e7\u00e3o dos recursos conforme o desempenho das a\u00e7\u00f5es<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Comunicar os resultados e as decis\u00f5es para os stakeholders envolvidos<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">O processo de tomada de decis\u00e3o e otimiza\u00e7\u00e3o do ROI no trade marketing deve ser cont\u00ednuo e baseado em dados. Assim, \u00e9 poss\u00edvel garantir que as a\u00e7\u00f5es estejam alinhadas com as necessidades do mercado e com as expectativas da empresa.<\/span><\/p>\n<p><a href=\"https:\/\/club.involves.com\/6-beneficios-coletar-dados-automatizados-pdv\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Entenda tamb\u00e9m sobre os benef\u00edcios de coletar dados automatizados no PDV.<\/span><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">A import\u00e2ncia da gest\u00e3o de dados para acompanhar o ROI do trade marketing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ao considerar a import\u00e2ncia do ROI no Trade Marketing, \u00e9 fundamental adotar ferramentas avan\u00e7adas para o acompanhamento e an\u00e1lise de dados em tempo real. <\/span><a href=\"https:\/\/involves.com\/stage\/\" target=\"_blank\" rel=\"noopener\"><b>O Involves Stage<\/b><\/a><span style=\"font-weight: 400;\"> oferece uma solu\u00e7\u00e3o completa, integrando<\/span><a href=\"https:\/\/involves.com\/stage\/analise-de-dados\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> Business Intelligence (BI)<\/span><\/a><span style=\"font-weight: 400;\"> que permite o cruzamento de dados de produtividade com informa\u00e7\u00f5es de execu\u00e7\u00e3o.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com recursos como reconhecimento por imagens e an\u00e1lises avan\u00e7adas, \u00e9 poss\u00edvel identificar falhas de roteiriza\u00e7\u00e3o, analisar a performance por canal e regi\u00e3o, e tomar decis\u00f5es estrat\u00e9gicas embasadas em dados concretos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Empresas que adotaram o Involves Stage relataram aumentos significativos na efici\u00eancia operacional e no cumprimento de metas de execu\u00e7\u00e3o, demonstrando a import\u00e2ncia de uma gest\u00e3o de dados eficaz para o sucesso no Trade Marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aproveite e baixe tamb\u00e9m nosso infogr\u00e1fico exclusivo com os <a href=\"https:\/\/content.involves.com\/kpis-de-trade-marketing\">KPIs do Trade Marketing que n\u00e3o podem faltar no seu planejamento<\/a>.<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-63513ef4-0988-4a4f-9dd3-c5fec962c166\"><span class=\"hs-cta-node hs-cta-63513ef4-0988-4a4f-9dd3-c5fec962c166\" id=\"hs-cta-63513ef4-0988-4a4f-9dd3-c5fec962c166\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/63513ef4-0988-4a4f-9dd3-c5fec962c166\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-63513ef4-0988-4a4f-9dd3-c5fec962c166\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/63513ef4-0988-4a4f-9dd3-c5fec962c166.png\"  alt=\"CTA Infogr\u00e1fico KPIs do Trade Marketing \"\/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(5315393, '63513ef4-0988-4a4f-9dd3-c5fec962c166', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Descubra como maximizar o ROI no Trade Marketing. Aprenda a calcular, evitar erros, definir KPIs e avaliar o impacto das a\u00e7\u00f5es para otimizar estrat\u00e9gias. <\/p>\n","protected":false},"author":23,"featured_media":22916,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,419],"tags":[],"class_list":["post-22241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-performance-e-sell-out"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Maximizando ROI no Trade Marketing: estrat\u00e9gias e m\u00e9tricas - Involves Club<\/title>\n<meta name=\"description\" content=\"Descubra como maximizar o ROI no Trade Marketing. 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