{"id":91244,"date":"2020-01-28T12:09:37","date_gmt":"2020-01-28T10:09:37","guid":{"rendered":"https:\/\/ipmark.com\/?p=91244"},"modified":"2020-01-28T12:09:37","modified_gmt":"2020-01-28T10:09:37","slug":"dirty-data-base-de-datos-empresas","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=91244","title":{"rendered":"El \u2018dirty data\u2019 conquista la base de datos de las empresas. El 82% es informaci\u00f3n err\u00f3nea"},"content":{"rendered":"<figure id=\"attachment_91248\" aria-describedby=\"caption-attachment-91248\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-91248\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/01\/dirty-data.jpg\" alt=\"El 82% de la informaci\u00f3n contenida en la base de datos de una empresa espa\u00f1ola es considerada 'dirty data' (Foto: Marco Verch)\" width=\"690\" height=\"464\"><figcaption id=\"caption-attachment-91248\" class=\"wp-caption-text\">El 82% de la informaci\u00f3n contenida en la base de datos de una empresa espa\u00f1ola es considerada &#8216;dirty data&#8217; (Foto: Marco Verch)<\/figcaption><\/figure>\n<p><strong>Se denomina \u2018dirty data\u2019 al conjunto de datos incorrectos, incompletos, desactualizados o duplicados que se encuentran en la base de datos de las compa\u00f1\u00edas. Este tipo de informaci\u00f3n ocupa el 82% de los datos que re\u00fane una empresa, lo que repercute en una menor agilidad en los procesos y en la p\u00e9rdida de una oportunidad de oferta personalizada para los clientes.&nbsp;<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed lo expone el \u00faltimo estudio realizado por la firma tecnol\u00f3gica Hocelot, tras haber analizado el fen\u00f3meno \u2018dirty data\u2019, que afecta a m\u00e1s del 80% de la informaci\u00f3n que re\u00fane una compa\u00f1\u00eda espa\u00f1ola.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Los datos incorrectos, err\u00f3neos o desactualizados que puede almacenar una empresa sobre sus clientes pueden deberse, seg\u00fan el estudio,<strong> a un error por parte del usuario<\/strong> a la hora de introducirlos o porque <strong>han sido falsificados de forma intencionada<\/strong> con fines ilegales en encuestas, formularios o solicitudes de prueba de un servicio. Una informaci\u00f3n err\u00f3nea que provoca p\u00e9rdidas anuales de 321 millones de euros, en concepto de ventas personalizadas perdidas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan datos del estudio,<strong> el 8% de los usuarios espa\u00f1oles miente o aporta al menos un dato falso<\/strong> cuando se le solicitan datos personales en internet. Y se almacena m\u00e1s datos err\u00f3neos de hombres que de mujeres &#8211; un 61% frente al 39%-.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En los \u00faltimos a\u00f1os, el volumen de \u2018dirty data\u2019 almacenado en las bases de datos de las firmas espa\u00f1olas se ha incrementado de forma notable. Entre 2017 y 2019, este tipo de informaci\u00f3n creci\u00f3 un <strong>57%<\/strong>. La edad, la localizaci\u00f3n y la direcci\u00f3n de email encabezan la lista de datos m\u00e1s falsificados.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aun as\u00ed, existe concienciaci\u00f3n en el tejido empresarial de actualizar la informaci\u00f3n contenida en las bases de datos. Lo confirma <strong>Antonio Camacho<\/strong>, CEO de<strong> Hocelot<\/strong>, que se\u00f1ala adem\u00e1s \u00e9stas est\u00e1n empezando a implantar soluciones que ayudan a identificar los datos incorrectos. \u201cEsto tambi\u00e9n tiene beneficios directos sobre los clientes finales, que ven como los productos que les ofrecen las empresas se ajustan mejor a sus necesidades reales\u201d, ha explicado.&nbsp;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se denomina \u2018dirty data\u2019 al conjunto de datos incorrectos, incompletos, desactualizados o duplicados que se encuentran en la base de<\/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":[5895],"tags":[2317],"class_list":["post-91244","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-big-data"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El \u2018dirty data\u2019 conquista la base de datos de las empresas<\/title>\n<meta name=\"description\" content=\"Se denomina \u2018dirty data\u2019 al conjunto de datos incorrectos, incompletos, desactualizados o duplicados que se encuentran en la base de datos de las compa\u00f1\u00edas.\" \/>\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=91244\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El \u2018dirty data\u2019 conquista la base de datos de las empresas\" \/>\n<meta property=\"og:description\" content=\"Se denomina \u2018dirty data\u2019 al conjunto de datos incorrectos, incompletos, desactualizados o duplicados que se encuentran en la base de datos de las compa\u00f1\u00edas.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=91244\" \/>\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=\"2020-01-28T10:09:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/01\/dirty-data.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\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=91244#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=91244\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"El \u2018dirty data\u2019 conquista la base de datos de las empresas. 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