{"id":240713,"date":"2026-05-19T09:51:45","date_gmt":"2026-05-19T07:51:45","guid":{"rendered":"https:\/\/ipmark.com\/?p=240713"},"modified":"2026-05-19T15:25:20","modified_gmt":"2026-05-19T13:25:20","slug":"coca-cola-presenta-con-kantar-una-herramienta-de-medicion-crossmedia","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=240713","title":{"rendered":"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia"},"content":{"rendered":"<p><strong>The Coca-Cola Company, Top Line Marketing y Kantar han lanzado Universal Media Measurement (UMM), un nuevo framework de medici\u00f3n dise\u00f1ado para ayudar a los responsables de marketing a comparar la eficacia de los medios pagados, propios, ganados y compartidos con criterios comunes.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan han informado medios como MarTech y The Drum, esta herramienta busca responder a una dificultad habitual en la planificaci\u00f3n y evaluaci\u00f3n de medios: comparar impactos que proceden de canales con m\u00e9tricas distintas, como una recomendaci\u00f3n personal, un anuncio de televisi\u00f3n, un post de blog o un tuit viral.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cada uno de estos puntos de contacto suele analizarse desde sistemas de datos separados, lo que complica una lectura conjunta del rendimiento, explican desde la p\u00e1gina de presentaci\u00f3n del nuevo framework.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Coca-Cola y sus partners habr\u00edan estado trabajando en la herramienta durante cerca de siete a\u00f1os, y el desarrollo final ha estado siendo utilizado por los equipos de marketing de Coca-Cola en m\u00e1s de 20 mercados. Su presentaci\u00f3n tuvo lugar el mes pasado en una sesi\u00f3n del Media Forum de la World Federation of Advertisers (WFA), celebrada en Estocolmo, lo que apunta, a juicio de la consultora eMarketer, a una posible adopci\u00f3n m\u00e1s amplia por parte de la industria.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Herramienta de medici\u00f3n crossmedia<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">UMM integra datos procedentes de medios online y offline, y ofrece un cuadro de mando con ratings de calidad comparables. Seg\u00fan la web de la herramienta, su objetivo es situar todos los medios bajo un lenguaje y un sistema de medici\u00f3n similares. El resultado incluye an\u00e1lisis de impacto, valoraciones de calidad y una estimaci\u00f3n del coste por impacto.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El sistema incorpora herramientas como marketing mix modelling (MMM) y evaluaci\u00f3n de la calidad del mensaje para ordenar fuentes de datos con m\u00e9tricas diferentes en canales como televisi\u00f3n, social, packaging, patrocinio o retail media.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se trata de Universal Media Measurement (UMM), un framework que permite medir y comparar la eficacia de medios pagados, propios, ganados y compartidos con criterios comunes. <\/p>\n","protected":false},"author":29,"featured_media":240715,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2226],"class_list":["post-240713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia<\/title>\n<meta name=\"description\" content=\"Se trata de Universal Media Measurement (UMM), que permite medir y comparar la eficacia de medios pagados, propios, ganados y compartidos\" \/>\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=240713\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia\" \/>\n<meta property=\"og:description\" content=\"Se trata de Universal Media Measurement (UMM), que permite medir y comparar la eficacia de medios pagados, propios, ganados y compartidos\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=240713\" \/>\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=\"2026-05-19T07:51:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-19T13:25:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.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=240713#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=240713\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia\",\"datePublished\":\"2026-05-19T07:51:45+00:00\",\"dateModified\":\"2026-05-19T13:25:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=240713\"},\"wordCount\":330,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=240713#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.jpg\",\"keywords\":[\"marcas\"],\"articleSection\":[\"Media\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=240713\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=240713\",\"name\":\"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=240713#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=240713#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.jpg\",\"datePublished\":\"2026-05-19T07:51:45+00:00\",\"dateModified\":\"2026-05-19T13:25:20+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"description\":\"Se trata de Universal Media Measurement (UMM), que permite medir y comparar la eficacia de medios pagados, propios, ganados y compartidos\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=240713#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=240713\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=240713#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.jpg\",\"width\":1140,\"height\":635,\"caption\":\"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=240713#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\",\"name\":\"Pilar Chac\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"caption\":\"Pilar Chac\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=29\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia","description":"Se trata de Universal Media Measurement (UMM), que permite medir y comparar la eficacia de medios pagados, propios, ganados y compartidos","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:\/\/ipmark.com\/?p=240713","og_locale":"es_ES","og_type":"article","og_title":"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia","og_description":"Se trata de Universal Media Measurement (UMM), que permite medir y comparar la eficacia de medios pagados, propios, ganados y compartidos","og_url":"https:\/\/ipmark.com\/?p=240713","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2026-05-19T07:51:45+00:00","article_modified_time":"2026-05-19T13:25:20+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.jpg","type":"image\/jpeg"}],"author":"Pilar Chac\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Pilar Chac\u00f3n","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=240713#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=240713"},"author":{"name":"Pilar Chac\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"headline":"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia","datePublished":"2026-05-19T07:51:45+00:00","dateModified":"2026-05-19T13:25:20+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=240713"},"wordCount":330,"image":{"@id":"https:\/\/ipmark.com\/?p=240713#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.jpg","keywords":["marcas"],"articleSection":["Media"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=240713","url":"https:\/\/ipmark.com\/?p=240713","name":"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=240713#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=240713#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.jpg","datePublished":"2026-05-19T07:51:45+00:00","dateModified":"2026-05-19T13:25:20+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"description":"Se trata de Universal Media Measurement (UMM), que permite medir y comparar la eficacia de medios pagados, propios, ganados y compartidos","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=240713#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=240713"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=240713#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/coca-cola-presenta-con-kantar-solucion-medicion-crossmedia.jpg","width":1140,"height":635,"caption":"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=240713#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Coca-Cola presenta con Kantar una herramienta de medici\u00f3n crossmedia"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7","name":"Pilar Chac\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","caption":"Pilar Chac\u00f3n"},"url":"https:\/\/ipmark.com\/?author=29"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/240713","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=240713"}],"version-history":[{"count":2,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/240713\/revisions"}],"predecessor-version":[{"id":240770,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/240713\/revisions\/240770"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/240715"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=240713"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=240713"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=240713"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}