{"id":2801,"date":"2021-08-20T14:30:44","date_gmt":"2021-08-20T17:30:44","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2801"},"modified":"2023-06-03T16:57:12","modified_gmt":"2023-06-03T19:57:12","slug":"que-es-la-analitica-de-marketing-y-como-aplicarla-2","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/","title":{"rendered":"Qu\u00e9 es Marketing Analytics y c\u00f3mo aplicarlo"},"content":{"rendered":"<p>Marketing Analytics ha ido creciendo a\u00f1o tras a\u00f1o. En tiempos de <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-big-data-y-como-aplicarlo-a-tu-empresa\/\" target=\"_blank\" rel=\"noopener noreferrer\">grandes datos<\/a>, no hay forma de no pensar en el uso de datos en el contexto del marketing.<\/p>\n<p>La ciencia de datos, aplicada al comportamiento del consumidor, permite evaluar el \u00e9xito de las acciones de marketing. Ah\u00ed es donde entra en juego el an\u00e1lisis de marketing. En este art\u00edculo, exploraremos un poco m\u00e1s el concepto y le ayudaremos a aplicarlo en su empresa.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar tabla de contenido\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Palanca<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/#Marketing_Analytics_e_o_que_entao\" >\u00bfQu\u00e9 es entonces Marketing Analytics?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/#Aplicacoes_do_Marketing_Analytics\" >Aplicaciones de an\u00e1lisis de marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/#Etapas_de_funcionamento\" >Pasos de trabajo<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/#Como_ter_sucesso_com_o_Marketing_Analytics\" >C\u00f3mo tener \u00e9xito con Marketing Analytics<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/#Saiba_entender_o_passado\" >Saber entender el pasado.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/#Saiba_analisar_o_presente\" >Saber analizar el presente<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/#Saiba_influenciar_o_futuro\" >Sepa c\u00f3mo influir en el futuro.<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Marketing_Analytics_e_o_que_entao\"><\/span><span style=\"color: #ff9900;\">\u00bfQu\u00e9 es entonces Marketing Analytics?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Llamamos entonces Marketing Analytics al estudio de los datos que muestran el comportamiento del consumidor en relaci\u00f3n a las acciones de marketing. Podemos decir que, as\u00ed como el <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-el-neuromarketing-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">Neurom\u00e1rketing<\/a>, Marketing Analytics es un \u00e1rea espec\u00edfica del marketing, donde el foco est\u00e1 en la recopilaci\u00f3n y an\u00e1lisis de datos, con el objetivo de tener una mejor visi\u00f3n de los resultados.<\/p>\n<p>Marketing Analytics se convierte as\u00ed en una herramienta esencial para los especialistas en marketing, ya que les ayuda a tomar mejores decisiones. Otro punto importante es que Marketing Analytics, Digital Analytics y <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-web-y-por-que-es-importante-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">analista de la red<\/a> no significan lo mismo. Web Analytics forma parte de Marketing Analytics y solo se refiere a datos web. La Anal\u00edtica Digital engloba, adem\u00e1s de los datos web, las redes sociales y el m\u00f3vil.<\/p>\n<p>Marketing Analytics abarca datos relacionados con canales online y tambi\u00e9n <a href=\"https:\/\/verocontents.com.br\/es\/blog\/offline-u-online-que-estrategia-es-mejor\/\" target=\"_blank\" rel=\"noopener noreferrer\">desconectado<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Aplicacoes_do_Marketing_Analytics\"><\/span><span style=\"color: #ff9900;\">Aplicaciones de an\u00e1lisis de marketing<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Con el uso de herramientas, como un <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-un-dmp-y-como-funciona\/\" target=\"_blank\" rel=\"noopener noreferrer\">DMP (Plataforma de gesti\u00f3n de datos)<\/a> Con datos online y offline, podr\u00e1s analizar dentro de un conjunto de datos (como estado civil, sexo y grupo de edad, por ejemplo), para comprender c\u00f3mo funciona el proceso de compra de este grupo.<\/p>\n<p>Adem\u00e1s, podr\u00e1 analizar el rendimiento de una campa\u00f1a frente a la competencia, si utilizan los mismos canales que sus campa\u00f1as, etc.<\/p>\n<p>Otro punto importante es entender si las inversiones est\u00e1n asignadas correctamente o deben migrarse a otros canales, lo que puede aumentar la rentabilidad. <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-importante-en-el-marketing-digital\/\" target=\"_blank\" rel=\"noopener noreferrer\">retorno de la inversi\u00f3n<\/a> de las acciones de marketing.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Etapas_de_funcionamento\"><\/span><span style=\"color: #ff6600;\">Pasos de trabajo<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Adem\u00e1s del an\u00e1lisis de datos, Marketing Analytics aporta pasos importantes que, si se realizan con precisi\u00f3n, ayudar\u00e1n con el resultado final. B\u00e1sicamente, existen tres pasos: rastrear, recopilar y visualizar datos.<\/p>\n<p>Al realizar el seguimiento, debes centrarte en los datos generados por tus canales y no en todos los datos disponibles. En la etapa de recolecci\u00f3n se debe orientar a la <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-kpi-y-por-que-es-importante-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">KPI<\/a> de tu estrategia, para que los datos sean m\u00e1s asertivos. En la etapa de visualizaci\u00f3n, debe asegurarse de que la representaci\u00f3n visual de los datos est\u00e9 en la mejor forma posible, ya que la informaci\u00f3n mal formateada podr\u00eda provocar una mala comprensi\u00f3n de los datos.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_ter_sucesso_com_o_Marketing_Analytics\"><\/span><span style=\"color: #ff9900;\">C\u00f3mo tener \u00e9xito con Marketing Analytics<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En el an\u00e1lisis de datos, no existe una receta de pastel. Lo importante es saber extraer decisiones a partir de los datos recogidos. Pero algunos consejos pueden resultar \u00fatiles a la hora de realizar un buen an\u00e1lisis.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Saiba_entender_o_passado\"><\/span><span style=\"color: #ff6600;\">Saber entender el pasado.<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Es fundamental comprender lo que sucedi\u00f3, respondiendo preguntas espec\u00edficas, como: \u00bfC\u00f3mo se desempe\u00f1\u00f3 la campa\u00f1a AX y la campa\u00f1a B? \u00bfCu\u00e1l es la tasa de conversi\u00f3n del material X en comparaci\u00f3n con el material Y?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Saiba_analisar_o_presente\"><\/span><span style=\"color: #ff6600;\">Saber analizar el presente<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u00bfNos estamos comunicando correctamente con nuestra audiencia? \u00bfQu\u00e9 dicen de nosotros? \u00bfEstamos presentes en los canales correctos donde est\u00e1n?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Saiba_influenciar_o_futuro\"><\/span><span style=\"color: #ff6600;\">Sepa c\u00f3mo influir en el futuro.<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Esta es una caracter\u00edstica importante al analizar datos. \u00bfSomos capaces de utilizar la historia recopilada y analizada para influir en el futuro de nuestras acciones, haci\u00e9ndolas m\u00e1s asertivas?<\/p>\n<p>Si sabes analizar bien tus campa\u00f1as de marketing podr\u00e1s evolucionar en cada paso, haciendo que tus acciones sean m\u00e1s exitosas.<\/p>\n<p>\u00bfNecesita ayuda para analizar sus KPI? Que tal <a href=\"https:\/\/verocontents.com\/fale-com-um-especialista\" target=\"_blank\" rel=\"noopener noreferrer\">habla con Vero Contenidos<\/a>?<\/p>","protected":false},"excerpt":{"rendered":"<p>Marketing Analytics ha ido creciendo a\u00f1o tras a\u00f1o. En tiempos de Big Data, no hay manera de no pensar en el uso de los datos en el \u00e1mbito del marketing. La ciencia de datos, aplicada al comportamiento del consumidor, permite evaluar el \u00e9xito<\/p>","protected":false},"author":1,"featured_media":2808,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15],"tags":[51,53,52,37],"class_list":["post-2801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-e-vendas","tag-kpis","tag-planejamento-estrategico","tag-roi","tag-web-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 Marketing Analytics e como aplicar - Vero Contents<\/title>\n<meta name=\"description\" content=\"O Marketing Analytics vem crescendo ano ap\u00f3s ano. Em tempos de Big Data, n\u00e3o existe como n\u00e3o pensar no uso dos dados no \u00e2mbito do marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O que \u00e9 Marketing Analytics e como aplicar\" \/>\n<meta property=\"og:description\" content=\"O Marketing Analytics vem crescendo ano ap\u00f3s ano. Em tempos de Big Data, n\u00e3o existe como n\u00e3o pensar no uso dos dados no \u00e2mbito do marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-la-analitica-de-marketing-y-como-aplicarla-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Vero Contents\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/verocontents\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-20T17:30:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-03T19:57:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2020\/05\/o-que-e-marketing-analytics-e-como-aplicar.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marcel Castilho\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:site\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marcel Castilho\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-analytics-e-como-aplicar\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-analytics-e-como-aplicar\/\"},\"author\":{\"name\":\"Marcel Castilho\",\"@id\":\"https:\/\/verocontents.com.br\/#\/schema\/person\/bd2c94994384cf33451ed8cd98b183a9\"},\"headline\":\"O que \u00e9 Marketing Analytics e como aplicar\",\"datePublished\":\"2021-08-20T17:30:44+00:00\",\"dateModified\":\"2023-06-03T19:57:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-analytics-e-como-aplicar\/\"},\"wordCount\":643,\"publisher\":{\"@id\":\"https:\/\/verocontents.com.br\/#organization\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-analytics-e-como-aplicar\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2020\/05\/o-que-e-marketing-analytics-e-como-aplicar.jpg\",\"keywords\":[\"kpis\",\"planejamento estrat\u00e9gico\",\"ROI\",\"web-analytics\"],\"articleSection\":[\"Marketing e Vendas\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-analytics-e-como-aplicar\/\",\"url\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-analytics-e-como-aplicar\/\",\"name\":\"O que \u00e9 Marketing Analytics e como aplicar - Vero Contents\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-analytics-e-como-aplicar\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-marketing-analytics-e-como-aplicar\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2020\/05\/o-que-e-marketing-analytics-e-como-aplicar.jpg\",\"datePublished\":\"2021-08-20T17:30:44+00:00\",\"dateModified\":\"2023-06-03T19:57:12+00:00\",\"description\":\"O Marketing Analytics vem crescendo ano ap\u00f3s ano. 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