{"id":236107,"date":"2026-02-20T12:01:12","date_gmt":"2026-02-20T11:01:12","guid":{"rendered":"https:\/\/ipmark.com\/?p=236107"},"modified":"2026-02-20T13:10:15","modified_gmt":"2026-02-20T12:10:15","slug":"google-anade-una-nueva-interfaz-para-entender-los-datos-de-meridian","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=236107","title":{"rendered":"Google a\u00f1ade una nueva interfaz para entender los datos de Meridian"},"content":{"rendered":"<p><strong>Google quiere facilitar a los anunciantes el acceso a los insights de Meridian, su modelo de marketing mix (MMM). La empresa ha presentado Scenario Planning, una nueva interfaz de c\u00f3digo libre pensada para que usuarios sin perfil t\u00e9cnico puedan explorar los datos del modelo y comprender mejor el rendimiento de una campa\u00f1a publicitaria.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">El marketing mix modeling es un marco de trabajo que monitoriza el esfuerzo de marketing en distintos canales a lo largo del tiempo para atribuir ventas a factores concretos. Por su componente t\u00e9cnico, el MMM ha sido tradicionalmente terreno de cient\u00edficos de datos, algo que la tecnol\u00f3gica busca suavizar con una capa de uso orientada a equipos de marketing y negocio.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Scenario Planning se apoya en consultas con lenguaje natural para interactuar con el modelo, de modo que el usuario pueda plantear preguntas mediante prompts y revisar resultados sin necesidad de entrar en el c\u00f3digo. La herramienta tambi\u00e9n permite probar distintos supuestos de inversi\u00f3n y comparar escenarios para apoyar la planificaci\u00f3n y la optimizaci\u00f3n de campa\u00f1as, con proyecciones sobre el retorno de la inversi\u00f3n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cTransforma la conversaci\u00f3n de mirar atr\u00e1s para entender lo que ocurri\u00f3 a un plan colaborativo sobre lo que viene despu\u00e9s, sin importar el conocimiento t\u00e9cnico\u201d, escribi\u00f3 <strong>Harikesh Nair<\/strong>, senior director de ciencia de datos e ingenier\u00eda de <strong>Google<\/strong>, al presentar la propuesta.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Meridian se dio a conocer a comienzos de 2024, cuando la incertidumbre sobre las cookies de terceros empujaba a los anunciantes a reforzar m\u00e9todos de medici\u00f3n m\u00e1s duraderos desde el punto de vista de la privacidad. Aunque Google retir\u00f3 su plan de eliminar las cookies de terceros en Chrome, el inter\u00e9s por el MMM se ha mantenido por su capacidad para identificar qu\u00e9 factores contribuyen a las ventas y por su encaje en escenarios con menos se\u00f1al, incluida la web abierta sin cookies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan un informe reciente de eMarketer, el MMM est\u00e1 captando m\u00e1s inversi\u00f3n de los anunciantes que otras metodolog\u00edas de medici\u00f3n, como la prueba de incrementalidad o la atribuci\u00f3n multitouch. Con Scenario Planning, la firma busca que equipos de datos y marketing colaboren de forma m\u00e1s directa sobre los aprendizajes del modelo y su traslaci\u00f3n a decisiones de inversi\u00f3n futuras.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Scenario Planning permite a los anunciantes sin conocimientos t\u00e9cnicos comprender los insights extra\u00eddos de su modelo de marketing mix (MMM). <\/p>\n","protected":false},"author":29,"featured_media":236109,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[554,2226,50],"class_list":["post-236107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-google","tag-marcas","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google a\u00f1ade una nueva interfaz para entender los datos de Meridian - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Scenario Planning permite a los anunciantes sin conocimientos t\u00e9cnicos comprender los insights extra\u00eddos de su modelo de marketing mix (MMM).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=236107\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google a\u00f1ade una nueva interfaz para entender los datos de Meridian - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"Scenario Planning permite a los anunciantes sin conocimientos t\u00e9cnicos comprender los insights extra\u00eddos de su modelo de marketing mix (MMM).\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=236107\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-20T11:01:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-20T12:10:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/google-lanza-interfaz-para-entender-datos-mmm.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\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:\\\/\\\/ipmark.com\\\/?p=236107#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=236107\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"Google a\u00f1ade una nueva interfaz para entender los datos de Meridian\",\"datePublished\":\"2026-02-20T11:01:12+00:00\",\"dateModified\":\"2026-02-20T12:10:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=236107\"},\"wordCount\":404,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=236107#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/google-lanza-interfaz-para-entender-datos-mmm.jpg\",\"keywords\":[\"Google\",\"marcas\",\"tecnolog\u00eda\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=236107\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=236107\",\"name\":\"Google a\u00f1ade una nueva interfaz para entender los datos de Meridian - 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