{"id":8854,"date":"2015-12-12T12:54:00","date_gmt":"2015-12-12T12:54:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8854"},"modified":"2026-04-14T07:20:28","modified_gmt":"2026-04-14T07:20:28","slug":"building-for-the-marketing-scientist","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/building-for-the-marketing-scientist\/","title":{"rendered":"Constru\u00e7\u00e3o para o cientista de marketing"},"content":{"rendered":"

\u00c0 medida que o marketing se torna digital, come\u00e7a a partilhar muitos pontos em comum com a ci\u00eancia de dados. Em Tenjin<\/a>, estamos a assistir ao surgimento de pessoas com forma\u00e7\u00e3o nestas duas \u00e1reas aparentemente distintas, o marketing e a ci\u00eancia de dados, que assumem uma nova fun\u00e7\u00e3o: a de \u201ccientista de marketing\u201d.<\/p>\n\n\n\n

Existem dois fatores principais que impulsionam a ascens\u00e3o da figura do \u00abCientista de Marketing\u00bb:<\/p>\n\n\n\n

    \n
  1. As novas tecnologias reduziram a barreira entre os profissionais de marketing e os consumidores. Com a crescente omnipresen\u00e7a dos smartphones e dos dispositivos vest\u00edveis, os consumidores t\u00eam agora consigo in\u00fameros canais de marketing<\/li>\n\n\n\n
  2. O big data e as suas conclus\u00f5es tornaram-se cada vez mais acess\u00edveis e \u00fateis. Os armaz\u00e9ns de dados costumavam exigir contratos avultados e compromissos plurianuais. Agora, qualquer startup pode criar um cluster Redshift e come\u00e7ar a processar terabytes de dados com apenas alguns cliques.<\/li>\n<\/ol>\n\n\n\n

    Estas duas tend\u00eancias est\u00e3o a come\u00e7ar a complementar-se de formas interessantes:<\/p>\n\n\n\n

    Em primeiro lugar, os profissionais de marketing s\u00e3o respons\u00e1veis por chegar aos clientes da forma mais eficaz poss\u00edvel, o que conduz a um melhor reconhecimento da marca, a mais oportunidades de vendas e a um maior envolvimento dos utilizadores. Historicamente, medir a efic\u00e1cia do marketing era, na melhor das hip\u00f3teses, um processo ad hoc, regido pela intui\u00e7\u00e3o e por indicadores-chave de desempenho (KPI) pouco claros. A tecnologia, especificamente o big data, mudou esta situa\u00e7\u00e3o. M\u00e9tricas como o ROAS (retorno sobre o investimento publicit\u00e1rio) e a notoriedade da marca podem agora ser medidas com exatid\u00e3o e precis\u00e3o, tornando poss\u00edvel prever o desempenho de futuras campanhas de marketing sem sequer as terem de executar.<\/p>\n\n\n\n

    Em segundo lugar, os profissionais de marketing tamb\u00e9m s\u00e3o respons\u00e1veis por identificar segmentos de potenciais clientes para segmentar e re-segmentar. Antigamente, era dif\u00edcil descobrir quem eram os melhores clientes, dependendo, mais uma vez, da intui\u00e7\u00e3o e, talvez, de um ou dois inqu\u00e9ritos. Com o big data organizado, pode lan\u00e7ar a sua aplica\u00e7\u00e3o, executar uma consulta para descobrir quem s\u00e3o os seus melhores utilizadores e dizer a qualquer rede: \u201carranja-me mais utilizadores como estes\u201d.<\/p>\n\n\n\n

    Est\u00e1 a tornar-se evidente que estas duas \u00e1reas, o marketing e a ci\u00eancia de dados, t\u00eam muitos pontos em comum. Esperamos ver os \u00abcientistas de marketing\u00bb a liderar o marketing digital em empresas com vis\u00e3o de futuro nos pr\u00f3ximos anos. E, como acreditamos firmemente nisso, cri\u00e1mos a Tenjin a pensar neste futuro.<\/p>\n\n\n\n

    Na Tenjin, a nossa miss\u00e3o \u00e9 criar uma plataforma baseada em servi\u00e7os para profissionais de marketing. Na Tapjoy e na Playnomics, testemunhei as dificuldades que os profissionais de marketing enfrentam ao organizar grandes volumes de dados em folhas de c\u00e1lculo. O meu cofundador, Amir, e eu cri\u00e1mos a Tenjin para que os profissionais de marketing m\u00f3vel pudessem dedicar o seu tempo a analisando<\/em> dados, e n\u00e3o a sua prepara\u00e7\u00e3o. Se \u00e9s um cientista de marketing (ou est\u00e1s a caminho de o ser), adorar\u00edamos saber mais sobre ti.<\/p>\n\n\n\n

    Cr\u00e9dito da imagem: Uma enorme quantidade de dados<\/a> por dullhunk<\/a>, utilizado ao abrigo de CC BY<\/a> \/ recortado do original<\/em><\/p>","protected":false},"excerpt":{"rendered":"

    As marketing goes digital, it starts to share a lot of common ground with data science. At Tenjin, we are seeing people with backgrounds in these two seemingly distinct fields, marketing and data science, emerge with a new role: the \u201cMarketing Scientist\u201d. There are two main drivers for the rise of the Marketing Scientist: These two…<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8854","post","type-post","status-publish","format-standard","hentry","category-mobile-marketing-trends"],"acf":[],"yoast_head":"\nBuilding for Marketing Scientists | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn how data infrastructure empowers marketing scientists with scalable analytics, reliable attribution, and actionable mobile insights.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/building-for-the-marketing-scientist\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Building for Marketing Scientists | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Learn how data infrastructure empowers marketing scientists with scalable analytics, reliable attribution, and actionable mobile insights.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tenjin.com\/pt\/blog\/building-for-the-marketing-scientist\/\" \/>\n<meta property=\"og:site_name\" content=\"Tenjin\" \/>\n<meta property=\"article:published_time\" content=\"2015-12-12T12:54:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-14T07:20:28+00:00\" \/>\n<meta name=\"author\" content=\"Chris Farm\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:site\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Chris Farm\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/building-for-the-marketing-scientist\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/building-for-the-marketing-scientist\\\/\"},\"author\":{\"name\":\"Chris Farm\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#\\\/schema\\\/person\\\/2a08b3eb1707d172ac3d5f44e45f0b58\"},\"headline\":\"Building for the Marketing Scientist\",\"datePublished\":\"2015-12-12T12:54:00+00:00\",\"dateModified\":\"2026-04-14T07:20:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/building-for-the-marketing-scientist\\\/\"},\"wordCount\":427,\"publisher\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#organization\"},\"articleSection\":[\"Mobile Marketing Trends\"],\"inLanguage\":\"pt-PT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/building-for-the-marketing-scientist\\\/\",\"url\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/building-for-the-marketing-scientist\\\/\",\"name\":\"Building for Marketing Scientists | Tenjin\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#website\"},\"datePublished\":\"2015-12-12T12:54:00+00:00\",\"dateModified\":\"2026-04-14T07:20:28+00:00\",\"description\":\"Learn how data infrastructure empowers marketing scientists with scalable analytics, reliable attribution, and actionable mobile insights.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/building-for-the-marketing-scientist\\\/#breadcrumb\"},\"inLanguage\":\"pt-PT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/tenjin.com\\\/blog\\\/building-for-the-marketing-scientist\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/building-for-the-marketing-scientist\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/tenjin.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Building for the Marketing Scientist\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#website\",\"url\":\"https:\\\/\\\/tenjin.com\\\/\",\"name\":\"Tenjin\",\"description\":\"Growth Made Simple\",\"publisher\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#organization\"},\"alternateName\":\"Tenjin - Mobile Measurement Partner\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/tenjin.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-PT\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#organization\",\"name\":\"Tenjin\",\"url\":\"https:\\\/\\\/tenjin.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-PT\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/tenjin.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/images.webp\",\"contentUrl\":\"https:\\\/\\\/tenjin.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/images.webp\",\"width\":429,\"height\":117,\"caption\":\"Tenjin\"},\"image\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/TenjinMMP\",\"https:\\\/\\\/www.youtube.com\\\/@TenjinMMP\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/tenjin\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#\\\/schema\\\/person\\\/2a08b3eb1707d172ac3d5f44e45f0b58\",\"name\":\"Chris Farm\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-PT\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/30748f500b10155f238ea10982772f9b0e1893c90a11b65ba1a2e26a520bd5f0?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/30748f500b10155f238ea10982772f9b0e1893c90a11b65ba1a2e26a520bd5f0?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/30748f500b10155f238ea10982772f9b0e1893c90a11b65ba1a2e26a520bd5f0?s=96&d=mm&r=g\",\"caption\":\"Chris Farm\"},\"url\":\"https:\\\/\\\/tenjin.com\\\/pt\\\/blog\\\/author\\\/farmchristopher\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Edif\u00edcio para Cientistas de Marketing | Tenjin","description":"Descubra como a infraestrutura de dados capacita os cientistas de marketing com an\u00e1lises escal\u00e1veis, atribui\u00e7\u00e3o fi\u00e1vel e insights m\u00f3veis que podem ser postos em pr\u00e1tica.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/tenjin.com\/pt\/blog\/building-for-the-marketing-scientist\/","og_locale":"pt_PT","og_type":"article","og_title":"Building for Marketing Scientists | Tenjin","og_description":"Learn how data infrastructure empowers marketing scientists with scalable analytics, reliable attribution, and actionable mobile insights.","og_url":"https:\/\/tenjin.com\/pt\/blog\/building-for-the-marketing-scientist\/","og_site_name":"Tenjin","article_published_time":"2015-12-12T12:54:00+00:00","article_modified_time":"2026-04-14T07:20:28+00:00","author":"Chris Farm","twitter_card":"summary_large_image","twitter_creator":"@TenjinMMP","twitter_site":"@TenjinMMP","twitter_misc":{"Escrito por":"Chris Farm","Tempo estimado de leitura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/tenjin.com\/blog\/building-for-the-marketing-scientist\/#article","isPartOf":{"@id":"https:\/\/tenjin.com\/blog\/building-for-the-marketing-scientist\/"},"author":{"name":"Chris Farm","@id":"https:\/\/tenjin.com\/#\/schema\/person\/2a08b3eb1707d172ac3d5f44e45f0b58"},"headline":"Building for the Marketing Scientist","datePublished":"2015-12-12T12:54:00+00:00","dateModified":"2026-04-14T07:20:28+00:00","mainEntityOfPage":{"@id":"https:\/\/tenjin.com\/blog\/building-for-the-marketing-scientist\/"},"wordCount":427,"publisher":{"@id":"https:\/\/tenjin.com\/#organization"},"articleSection":["Mobile Marketing Trends"],"inLanguage":"pt-PT"},{"@type":"WebPage","@id":"https:\/\/tenjin.com\/blog\/building-for-the-marketing-scientist\/","url":"https:\/\/tenjin.com\/blog\/building-for-the-marketing-scientist\/","name":"Edif\u00edcio para Cientistas de Marketing | Tenjin","isPartOf":{"@id":"https:\/\/tenjin.com\/#website"},"datePublished":"2015-12-12T12:54:00+00:00","dateModified":"2026-04-14T07:20:28+00:00","description":"Descubra como a infraestrutura de dados capacita os cientistas de marketing com an\u00e1lises escal\u00e1veis, atribui\u00e7\u00e3o fi\u00e1vel e insights m\u00f3veis que podem ser postos em pr\u00e1tica.","breadcrumb":{"@id":"https:\/\/tenjin.com\/blog\/building-for-the-marketing-scientist\/#breadcrumb"},"inLanguage":"pt-PT","potentialAction":[{"@type":"ReadAction","target":["https:\/\/tenjin.com\/blog\/building-for-the-marketing-scientist\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/tenjin.com\/blog\/building-for-the-marketing-scientist\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/tenjin.com\/"},{"@type":"ListItem","position":2,"name":"Building for the Marketing Scientist"}]},{"@type":"WebSite","@id":"https:\/\/tenjin.com\/#website","url":"https:\/\/tenjin.com\/","name":"Tenjin","description":"Crescimento Simplificado","publisher":{"@id":"https:\/\/tenjin.com\/#organization"},"alternateName":"Tenjin - Mobile Measurement Partner","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/tenjin.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-PT"},{"@type":"Organization","@id":"https:\/\/tenjin.com\/#organization","name":"Tenjin","url":"https:\/\/tenjin.com\/","logo":{"@type":"ImageObject","inLanguage":"pt-PT","@id":"https:\/\/tenjin.com\/#\/schema\/logo\/image\/","url":"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/04\/images.webp","contentUrl":"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/04\/images.webp","width":429,"height":117,"caption":"Tenjin"},"image":{"@id":"https:\/\/tenjin.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/TenjinMMP","https:\/\/www.youtube.com\/@TenjinMMP","https:\/\/www.linkedin.com\/company\/tenjin"]},{"@type":"Person","@id":"https:\/\/tenjin.com\/#\/schema\/person\/2a08b3eb1707d172ac3d5f44e45f0b58","name":"Quinta do Chris","image":{"@type":"ImageObject","inLanguage":"pt-PT","@id":"https:\/\/secure.gravatar.com\/avatar\/30748f500b10155f238ea10982772f9b0e1893c90a11b65ba1a2e26a520bd5f0?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/30748f500b10155f238ea10982772f9b0e1893c90a11b65ba1a2e26a520bd5f0?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/30748f500b10155f238ea10982772f9b0e1893c90a11b65ba1a2e26a520bd5f0?s=96&d=mm&r=g","caption":"Chris Farm"},"url":"https:\/\/tenjin.com\/pt\/blog\/author\/farmchristopher\/"}]}},"_links":{"self":[{"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/posts\/8854","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/comments?post=8854"}],"version-history":[{"count":1,"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/posts\/8854\/revisions"}],"predecessor-version":[{"id":17252,"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/posts\/8854\/revisions\/17252"}],"wp:attachment":[{"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/media?parent=8854"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/categories?post=8854"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/tags?post=8854"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}