English version of the presentation of a research for SEMEAD

1. Innovative Informations Systems : an empirical study about results measurements of an online campaign XI S EME A D São Paulo, August 29 th 2008 Douglas Tokuno – [email_address] Manuella de Oliveira Lima – [email_address]

2. Almost all people at some point of history developed a system of measurement and information...

3. ... allowing development based on: metrics, information analysis and decision-making

4. ... information reached business mainly through accounting ...

5. ... FORD took information to production line reducing the time for assembly a car from 12.5 hours to 1.5 hours ...

6. ... TOYOTA improved the information system integrating the whole value chain creating competitive advantage...

7. ... but when we think about return over investments in marketing ...

9. ... this is changing since measurements on digital enviroments are easier and cheaper

10. WHAT SHOULD WE USE TO MEASURE RESULTS?

11. The Research

17. THANKS ! Douglas Tokuno, Msc. [email_address] USP – Universidade de São Paulo http://www.erudito.fea.usp.br/portalfea/ Manuella de Oliveira Lima, Msc. [email_address]