{"id":88814,"date":"2019-11-22T13:38:28","date_gmt":"2019-11-22T11:38:28","guid":{"rendered":"https:\/\/ipmark.com\/?p=88814"},"modified":"2019-11-22T13:38:28","modified_gmt":"2019-11-22T11:38:28","slug":"modelo-de-atribucion-marketingbrunch","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=88814","title":{"rendered":"Modelo de atribuci\u00f3n predictivo, a\u00fan lejano en Espa\u00f1a"},"content":{"rendered":"
\"La
La directora de marketing de canales digitales, Roc\u00edo Sanz (centro), junto a Paula Herrero e Ignacio Mart\u00ednez. Foto: Miriam Barroso.<\/figcaption><\/figure>\n

El Grupo DIA<\/a> ha echado el tel\u00f3n de los encuentros #MarketingBrunch by IPMARK por este a\u00f1o, con un encuentro tem\u00e1tico sobre los modelos de atribuci\u00f3n patrocinado por la tecnol\u00f3gica Walmeric<\/a>. La directora de marketing de canales digitales del retailer, Roc\u00edo Sanz, present\u00f3 la estrategia de la ense\u00f1a a m\u00e1s de 20 marketeros presentes en el restaurante Zen Market (21 de noviembre), ubicado dentro del Estadio Santiago Bernabeu. <\/strong><\/p>\n

No hay un \u00fanico modelo de atribuci\u00f3n, \u201chay que decidirlo en funci\u00f3n  del canal elegido y del tipo de compa\u00f1\u00eda\u201d,<\/strong> porque todos \u201cte pueden ayudar a la conversi\u00f3n\u201d, puntualiz\u00f3  Sanz. Igualmente, esta herramienta \u201chay que personalizarla para saber cu\u00e1ndo impactar al cliente y no sobreexplotarlo de informaci\u00f3n\u201d, expuso la responsable de marketing digital durante su ponencia. Antes de lanzarse al ecosistema de la atribuci\u00f3n, Grupo DIA trabajaba con Facebook Ads, <\/strong>que ayudaba a la empresa en la parte alta del funnel,<\/strong> la destinada al branding<\/strong>. \u201cEsta red social es un poco caja negra<\/strong>, pierdes mucha visibilidad, no sabes que est\u00e1s midiendo\u201d. Ahora, junto al ad server Weborama, la entidad lanza mensualmente una media de 150 campa\u00f1as.<\/strong> Cerca del 60% del tr\u00e1fico procede de b\u00fasquedas org\u00e1nicas (SEO) y m\u00e1s del 50% de las conversiones tambi\u00e9n llegan a trav\u00e9s de SEO.<\/p>\n

\u00bfY el futuro de la atribuci\u00f3n?<\/strong><\/h2>\n
\"De
De izquierda a derecha: juan Lozano (Walmeric), David Algara (Walmeric), Roc\u00edo Sanz (Grupo DIA), Paula Herrero (Grupo DIA), Ignacio Mart\u00ednez (Grupo DIA) e Irene Medina (Walmeric).<\/figcaption><\/figure>\n

\u00bfQu\u00e9 modelo deber\u00eda guiar al resto? \u201cUno basado en los datos, que utilice el machine learning<\/a> para predecir cu\u00e1l va a ser el comportamiento y actuar en funci\u00f3n a esa acci\u00f3n.<\/strong> Es un modelo proactivo\u201d, ha explicado la responsable del Grupo DIA. <\/p>\n

En esa l\u00ednea, Juan Lozano, international managing director de Walmeric,<\/strong> ha a\u00f1adido que \u201ccasi nadie lo entiende. Mucha gente est\u00e1 trabajando para implementar ese data, con el fin de optimizar. No obstante, este terreno es muy innovador y a\u00fan est\u00e1 muy incipiente. Lo veo muy atr\u00e1s\u201d. <\/strong>Una afirmaci\u00f3n que compart\u00edan la mayor\u00eda de los asistentes, como el director de marketing de Codere, \u00c1ngel Fern\u00e1ndez,<\/strong> que explic\u00f3 que su marca est\u00e1n en la fase de analizarlo todo, \u201cvivimos en un marco de decisiones limitadas, necesitamos un punto de cercan\u00eda con ese dato\u201d. <\/strong><\/p>\n

Dificultades en medici\u00f3n<\/strong><\/h2>\n

\"#MarketingBrunch-by-IPMARK_14\"<\/p>\n

Adem\u00e1s, los marketeros hablaron de la dificultad a la hora de medir las conversiones realizadas en tiendas f\u00edsicas procedentes de un impacto online<\/strong>, as\u00ed como tambi\u00e9n el problema del an\u00e1lisis de las campa\u00f1as televisivas que aterrizan en la cesta de la compra<\/strong>. En cuanto a la TV, sigue teniendo un poder tremendo, afectando a todos los canales, <\/strong>ha puntualizado Noelia Carmona, directora de medios de Decathlon. <\/strong>En Grupo DIA, Roc\u00edo Sanz a\u00f1adi\u00f3 que realizan una escucha activa de todos usuarios de su aplicaci\u00f3n a trav\u00e9s de diferentes palabras claves,<\/strong> anteriormente definidas, que les permiten conocer un porcentaje aproximado del impacto de la TV en la futura conversi\u00f3n.<\/p>\n

Los asistentes al #MarketingBrunch by IPMARK<\/strong> del pasado 21 de noviembre fueron:<\/strong><\/p>\n

\u00c1ngel Fern\u00e1ndez<\/strong>, director de marketing de Codere; \u00c1ngel David Arbizu,<\/strong> marketing manager de Coup; Ariana Veloso<\/strong>, gestora de producto en Turismo de Portugal; Noelia Carmona,<\/strong> directora de medios de Decathlon; Roc\u00edo Arribas,<\/strong> analista de dominio de Decathlon; Cristina Hern\u00e1ndez,<\/strong> marketing manager de DKV; Javier Herrero,<\/strong> director de nuevos negocios de Mahou San Miguel; Carolina De Jove,<\/strong> social media manager de Aceites de Oliva de Espa\u00f1a; Raquel D\u00edaz,<\/strong> directora de marketing de Aceites de Oliva de Espa\u00f1a; Juan Carlos Maroto<\/strong>, CMO de Ron Matusalem; Irene Media<\/strong>, marketing & communications manager de Walmeric; Juan Lozano<\/strong>, international managing director de Walmeric; David Algara, <\/strong>Enterprise account director L2RM de Walmeric; Roc\u00edo Sanz<\/strong>, directora de marketing de canales digitales (ecommerce), en Grupo DIA, que vino acompa\u00f1ada por Paula Herrero <\/strong>e Ignacio Mart\u00ednez<\/strong>, ambos de la misma ense\u00f1a de alimentaci\u00f3n.  <\/p>\n

TEXTO ROC\u00cdO CALDER\u00d3N <\/strong><\/p>\n

FOTOS MIRIAM BARROSO <\/strong><\/p>\n

M\u00e1s fotos<\/strong><\/h2>\n

[ngg src=\u00bbgalleries\u00bb ids=\u00bb7″ display=\u00bbbasic_thumbnail\u00bb thumbnail_crop=\u00bb0″] <\/p>\n","protected":false},"excerpt":{"rendered":"

El Grupo DIA ha echado el tel\u00f3n de los encuentros #MarketingBrunch by IPMARK por este a\u00f1o, con un encuentro tem\u00e1tico sobre<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38,44],"tags":[],"class_list":["post-88814","post","type-post","status-publish","format-standard","hentry","category-marcas","category-marketing"],"acf":[],"yoast_head":"\nModelo de atribuci\u00f3n predictivo, a\u00fan lejano en Espa\u00f1a - IPMARK<\/title>\n<meta name=\"description\" content=\"MarketingBrunch by IPMARK 'modelos de atribuci\u00f3n'. 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