Aplicação de metodologias ágeis para gerenciamento de projetos de conteúdo: um estudo de caso numa empresa de comércio eletrônico em Fortaleza

Abstract

Marketing today is fast, agile and adaptive, being strongly influenced by the digital context. This scenario highlights the need for management practices that favor these aspects, and the agile methodologies are applicable for this scenario. The organization object of the case study is an e-commerce and makes use of online ads on facebook as support for marketing and sales. In the ads are transmitted video content or photo about the product that you want to promote. About 80% of revenue comes from customers impacted by these ads, and their performance is therefore key to the company's performance and financial growth. Motivated by the increasing demand and complexity of the content to be produced, by the increase of the team and by the continuous search for performance improvement, the implementation of agile methodologies for content project management used in the ads was carried out, which was adapted to the context of the company. The objective of this work was to analyze the performance of an ecommerce company's ads after the implementation of agile methodologies for managing content projects. The procedures used were the bibliographic research, case study and the questionnaire. In the case study, scrum, lean and kanban methodologies were used for two months, and the impact on key content-related indicators was evaluated: return of investment (ROI), click through rate (CTR), cost per click (CPC) and cost to reach 1,000 people reached (CPM). The questionnaire was applied with the team that participated in the implementation, in order to understand the perception about the tools used and the points of improvement. The main results were an increase in MVP's return on investment by 70% in the first month combined with a 17% increase in revenue. It was also evidenced through the answers of the questionnaires that weekly cycles and feedback meetings favored team organization as well as learning.