{"id":41239,"date":"2022-10-11T12:35:48","date_gmt":"2022-10-11T12:35:48","guid":{"rendered":"https:\/\/web.valuesite.cl\/index.php\/2022\/10\/12\/net-ya-esta-aqui-copy\/"},"modified":"2023-01-30T20:49:19","modified_gmt":"2023-01-30T20:49:19","slug":"performance-marketing","status":"publish","type":"post","link":"https:\/\/web.valuesite.cl\/index.php\/2022\/10\/11\/performance-marketing\/","title":{"rendered":"Performance marketing"},"content":{"rendered":"<section class=\"wpb-content-wrapper\"><p>[vc_row full_width=&#8221;stretch_row_content_no_spaces&#8221; z_index=&#8221;0&#8243;][vc_column][vc_single_image image=&#8221;42091&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221;][\/vc_column][\/vc_row][vc_row el_id=&#8221;row-content-page&#8221; css=&#8221;.vc_custom_1674585036169{margin-top: -6% !important;margin-bottom: 0px !important;padding-top: 32px !important;padding-right: 16px !important;padding-bottom: 32px !important;padding-left: 16px !important;background-color: #ffffff !important;}&#8221; z_index=&#8221;1&#8243;][vc_column][vc_row_inner el_id=&#8221;row-header-post-etiqueta&#8221; el_class=&#8221;header-post-etiqueta&#8221;][vc_column_inner][vc_column_text]<div class=\"blog-post-top-bss\"> \r\n\r\n\t\t\t\t\t\t<div class=\"entry-content post-content\"> \r\n\t\r\n\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t<div class=\"post-meta date-color\">\r\n\t\t\t\t\t\t\t\t\t<div class=\"entry-meta single-post-meta clearfix gem-post-date\">\r\n\t\t\t\t\t\t\t\t\t\t<div class=\"post-meta-right\">\r\n\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"post-meta-likes\"><a href=\"#\" class=\"zilla-likes\" id=\"zilla-likes-41239\" title=\"Like this\"><span class=\"zilla-likes-count\">17<\/span> <span class=\"zilla-likes-postfix\"><\/span><\/a><\/span> \r\n\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<div class=\"post-meta-left\" style=\"display: flex;\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"post-meta-author div-display-none-bss\">Por Pamela Iturrieta<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"sep div-display-none-bss\"><\/span> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"post-meta-date fecha-1-bss\">  \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-infotext-wrap position--left vertical--center\" style=\" \"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-infotext-icon\"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-icon gem-simple-icon gem-icon-pack-material gem-icon-size-custom\"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-icon-inner\" style=\"font-size: 16px;\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"gem-icon-half-1\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"back-angle\">\uf1cc<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"gem-icon-half-2\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"back-angle\">\uf1cc<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-infotext\"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-infotext__title\"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"title-customize title-default\" style=\"\"><span>octubre 11, 2022<\/span><\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t  \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"sep \"><\/span> \t\t\t\t\t\t\t\t\t\t\t\t<span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-infotext-wrap position--left vertical--center\" style=\" \"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-infotext-icon\"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-icon gem-simple-icon gem-icon-pack-material gem-icon-size-custom\"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-icon-inner\" style=\"font-size: 16px;\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"gem-icon-half-1\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"back-angle\">\uf547<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"gem-icon-half-2\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"back-angle\">\uf547<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-infotext\"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"gem-infotext__title\"> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"title-customize title-default\" style=\"\"><span><span class=\"post-meta-categories \"><a href=\"https:\/\/web.valuesite.cl\/index.php\/category\/articulo\/\" title=\"Ver todos los art\u00edculos en Art\u00edculo\">Art\u00edculo<\/a> <span class=\"sep\"><\/span> <a href=\"https:\/\/web.valuesite.cl\/index.php\/category\/valuesite\/\" title=\"Ver todos los art\u00edculos en Valuesite\">Valuesite<\/a><\/span><\/span><\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div> \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\r\n \r\n\r\n\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div><!-- .entry-meta -->\r\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t \r\n \r\n\t\t\t\t\t\t<\/div>\r\n \r\n<\/div>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner el_id=&#8221;content-articulo-bss&#8221;][vc_column_inner][vc_column_text]<\/p>\n<h5><span class=\"light\" style=\"color: #000000;\"><strong>Performance Marketing<\/strong><\/span><\/h5>\n<p>[\/vc_column_text][vc_column_text]<\/p>\n<p style=\"text-align: center;\"><em>\u201cLo que no se puede medir no se puede justificar o mejorar\u201d<\/em><\/p>\n<p style=\"text-align: center;\"><em>(Thomson, W.)<\/em><\/p>\n<p><em>\u00a0<\/em>Es posible prever que, a nivel empresarial, no ser\u00e1 de ayuda tener presencia en el mundo digital si no se aprende de los datos que las plataformas entregan ni se generan estrategias para mejorar en esta \u00e1rea, la cual se ha vuelto esencial en la actualidad tanto por el acceso a internet como por los efectos de la pandemia por Covid-19, que menguaron las actividades presenciales tradicionales.<\/p>\n<p>Es en este contexto digital y globalizado que surge el <strong><em>performance marketing<\/em><\/strong>, una estrategia derivada del marketing digital y orientada a los resultados, donde los datos son probados y monitoreados constantemente por medio de m\u00e9tricas que permiten generar resultados para identificar si la inversi\u00f3n en medios digitales est\u00e1 dando sus frutos o si simplemente esta presencia en digital act\u00faa como un accesorio del cual no se est\u00e1 sacando el m\u00e1ximo provecho posible. Esta estrategia se centra en controlar y aprender, la cual es la \u00faltima fase del m\u00e9todo <em>SOSTAC <\/em>y tambi\u00e9n est\u00e1 muy relacionado a la metodolog\u00eda <em>Lean<\/em> o <em>Lean Startup<\/em>, en la que se busca generar aprendizaje de forma r\u00e1pida pasando por el circuito <em>Crear-Medir-Aprender<\/em>.<\/p>\n<p>Sin embargo, en digital surge un problema \u00bfC\u00f3mo atribuir el cr\u00e9dito a una u otra interacci\u00f3n en la ruta de compra o b\u00fasqueda del cliente? Para ello existen modelos de atribuci\u00f3n (por ejemplo; \u00faltima interacci\u00f3n, primera interacci\u00f3n, atribuci\u00f3n lineal, etc.). En la actualidad es com\u00fan el uso modelos matem\u00e1ticos que determinan autom\u00e1tica y proporcionalmente el cr\u00e9dito para cada interacci\u00f3n basada en su influencia en la conversi\u00f3n (<em>Data Driven Analytics)<\/em>, ahora la pregunta pasa por \u00bfQu\u00e9 debo medir? Y la respuesta depende del tipo de negocio y la relaci\u00f3n que se busca con el cliente, es decir, podr\u00edamos medir m\u00faltiples cosas, pero si no nos permiten tomar decisiones relevantes no sirve, por ello es importante la <strong><em>One Metric That Matter (OMTM), <\/em><\/strong>aquella m\u00e9trica que permite tomar decisiones, aunque sea s\u00f3lo una.<\/p>\n<h6>\u00bfCu\u00e1l ser\u00eda una buena m\u00e9trica?<\/h6>\n<p>Aquella que es entendible, es decir, que no debe ser necesaria su explicaci\u00f3n, adem\u00e1s debe ser comparable, expresada como ratio y debe producir cambios, b\u00e1sicamente, que no implique perder tiempo explicando los datos, sino cambiando lo realmente necesario.<\/p>\n<p>Asimismo, se deben entender conceptos claves relacionados al marketing digital y los indicadores. Primero, entender la diferencia entre impresiones e interacciones, la primera se refiere a cu\u00e1ntas veces ha aparecido en pantalla la publicaci\u00f3n, mientras que la segunda es respecto a cu\u00e1ntas acciones se llevaron a cabo cuando esta gener\u00f3 una impresi\u00f3n (por ejemplo, dar un me gusta o seguir el enlace de la publicaci\u00f3n). Segundo, entender m\u00e9todos de cobro por parte de los avisadores como el CPM (Costo Por Mil, se paga por cada mil impresiones), CPA (Costo Por Acci\u00f3n, se paga por acciones determinadas realizadas por el cliente) y CPC (Costo Por Click, se refiere a pagar por cada vez que se interact\u00faa con el anuncio).<\/p>\n<h6>Dentro de todo el <em>Performance Marketing <\/em>existen muchas m\u00e9tricas, no obstante, dos son centrales y relacionadas a esta estrategia:<\/h6>\n<p>Costo de Adquisici\u00f3n de un Cliente <strong><em>(CAC)<\/em><\/strong>: Como su nombre lo indica, permite determinar cu\u00e1nto cuesta conseguir un cliente nuevo, pero no necesariamente se refiere a buscarlos, tambi\u00e9n puede ser usada para mantener a los existentes.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-41242 size-full aligncenter\" src=\"https:\/\/web.valuesite.cl\/wp-content\/uploads\/2022\/10\/formula-CAC.png\" alt=\"\" width=\"630\" height=\"66\" srcset=\"https:\/\/web.valuesite.cl\/wp-content\/uploads\/2022\/10\/formula-CAC.png 630w, https:\/\/web.valuesite.cl\/wp-content\/uploads\/2022\/10\/formula-CAC-300x31.png 300w\" sizes=\"(max-width: 630px) 100vw, 630px\" \/><\/p>\n<p>Customer Lifetime Value <strong><em>(CLTV)<\/em><\/strong>: Es el valor en t\u00e9rminos monetarios de una relaci\u00f3n con un cliente en base al valor presente de los flujos de caja proyectados a futuro y que derivan de la relaci\u00f3n con el cliente.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-41243 size-full\" src=\"https:\/\/web.valuesite.cl\/wp-content\/uploads\/2022\/10\/formula-CLTV.png\" alt=\"\" width=\"189\" height=\"37\" \/><\/p>\n<ul>\n<li>\u00a0donde:\n<ul>\n<li>TP: Ticket promedio del cliente<\/li>\n<li>RA: Recurrencia al a\u00f1o (cu\u00e1ntas veces compra)<\/li>\n<li>VC: Vida del cliente (cu\u00e1ntos a\u00f1os mantenemos al cliente activo)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>En conclusi\u00f3n, el <strong><em>Performance Marketing <\/em><\/strong>es un \u00e1rea muy importante cuando se trata de presencia digital, porque de no usar m\u00e9tricas, todas las acciones ser\u00edan en vano y, lamentablemente, conducir\u00e1n al uso innecesario de tiempo, recursos y capacidades en actividades que pueden no estar generando valor.\u00a0 El foco principal es tener un buen ROI (Return on Investment), un ratio con el cual se mide el desempe\u00f1o financiero de los esfuerzos desarrollados, en este caso, para el \u00e1rea digital y as\u00ed buscar constantemente mejorar en base a datos e informaci\u00f3n precisa. A\u00fan con toda esta informaci\u00f3n, es mucho lo que queda por conocer respecto al Performance Marketing, por ello te invitamos a mantenerte actualizado de nuevas entradas al blog.<\/p>\n<h6>Otras m\u00e9tricas de utilidad pueden ser:<\/h6>\n<ol>\n<li>Market Share: Porcentaje del mercado definido en unidades o dinero, atribuidos a una marca o empresa.<\/li>\n<li>Brand\/Category Development Index (BDI): Mide el performance de una marca dentro de un grupo preferido de clientes, en comparaci\u00f3n al performance promedio de todos los clientes.<\/li>\n<li>Indicadores de penetraci\u00f3n:\n<ol>\n<li>Market Penetration<\/li>\n<li>Brand Penetration<\/li>\n<li>Penetration Share<\/li>\n<\/ol>\n<\/li>\n<li>Awareness:\n<ol>\n<li>Top of mind<\/li>\n<li>Top 5<\/li>\n<li>Brand Knowledge<\/li>\n<\/ol>\n<\/li>\n<li>Satisfacci\u00f3n de clientes:\n<ol>\n<li>Net Promoter Score (NPS): Satisfacci\u00f3n del cliente y disponibilidad a recomendar una marca.<\/li>\n<\/ol>\n<\/li>\n<li>Financieros:\n<ol>\n<li>Net Profit<\/li>\n<li>ROI<\/li>\n<\/ol>\n<\/li>\n<li>M\u00e9tricas de un sitio:\n<ol>\n<li>CTR (Click Through Rate, que es interacciones sobre impresiones)<\/li>\n<li>Visitas<\/li>\n<li>Visitantes \u00fanicos<\/li>\n<li>N\u00famero de p\u00e1ginas vistas<\/li>\n<li>tasa de rebote<\/li>\n<li>duraci\u00f3n media<\/li>\n<li>fuente de tr\u00e1fico<\/li>\n<li>Tr\u00e1fico de referencia<\/li>\n<li>Tr\u00e1fico por b\u00fasqueda<\/li>\n<li>Tr\u00e1fico directo<\/li>\n<\/ol>\n<\/li>\n<li>M\u00e9tricas por rrss:\n<ol>\n<li>Var\u00edan dependiendo de la red (pueden evaluarse retweets, tiempo de reproducci\u00f3n, me gusta, comentarios, etc.)<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p>Te invitamos a trabajar junto a nuestro equipo de profesionales con amplia experiencia en el desarrollo de soluciones tecnol\u00f3gicas para diferentes industrias, que agregan valor a nuestros clientes.<\/p>\n<p><span style=\"vertical-align: inherit;\"><span 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