{"id":475,"date":"2020-04-26T11:28:38","date_gmt":"2020-04-26T09:28:38","guid":{"rendered":"https:\/\/pre-prod-gcp.tidart.com\/blog\/?p=475"},"modified":"2020-10-30T10:26:29","modified_gmt":"2020-10-30T08:26:29","slug":"la-incrementalidad-en-el-punto-de-mira","status":"publish","type":"post","link":"https:\/\/pre-prod-gcp.tidart.com\/blog\/la-incrementalidad-en-el-punto-de-mira\/","title":{"rendered":"La incrementalidad en el punto de mira"},"content":{"rendered":"<p>Carlos Molina, CEO de Tidart, ha publicado un art\u00edculo en el <a href=\"https:\/\/madridretailcongress.com\/sabes-cual-es-el-valor-incremental-de-tus-conversiones-la-incrementalidad-en-el-punto-de-mira\/\">blog de Madrid Retail Congress<\/a>. El evento clave del sector del <strong><em>retail<\/em><\/strong> tendr\u00e1 lugar entre el 27 y 28 de noviembre. Carlos, que tambi\u00e9n es Managing Partner de Kimia Group, ofrecer\u00e1 una ponencia sobre este mismo tema.<\/p>\n<h3>Y t\u00fa, \u00bfsabes cu\u00e1l es el valor incremental de tus conversiones?<\/h3>\n<p>En los \u00faltimos a\u00f1os, se ha hablado mucho de los\u00a0modelos de atribuci\u00f3n en el sector del <strong>eCommerce<\/strong>. De hecho, algunos <em>retailers<\/em> los han ido implementado con m\u00e1s o menos \u00e9xito: Last Click, First Click, Decay e incluso Data Driven. Ya va siendo hora de que todos empiecen a valorar la <strong>incrementalidad<\/strong> de cada una de sus conversiones.<\/p>\n<p>\u00bfSabes cu\u00e1l es el valor real que te atribuyen los\u00a0canales en los que est\u00e1s invirtiendo?\u00bfControlas las atribuciones que dan <strong>Google<\/strong> o <strong>Facebook<\/strong> a cada una de tus conversiones? Probablemente no, pero deber\u00edas empezar a plantearte por qu\u00e9 y, sobre todo, a tenerlo en cuenta desde ya.<\/p>\n<p>De acuerdo con\u00a0WordStream: \u00abLas compa\u00f1\u00edas que mejoran sus<strong>\u00a0ratios de conversi\u00f3n<\/strong>\u00a0del a\u00f1o anterior prueban, de media, un 50 % m\u00e1s de tests y el 47 % usa m\u00e1s m\u00e9todos para mejorar sus conversiones\u00bb. Usar m\u00e9todos de prueba como el de incrementalidad puede aumentar tu ratio de conversi\u00f3n hasta un 300 %.<\/p>\n<p>Medir la incrementalidad de tus conversiones consiste, b\u00e1sicamente, en averiguar si tu campa\u00f1a online ha conseguido que el usuario convierta o, si por el contrario, ese usuario hubiera convertido igualmente sin ella. En estos casos, las campa\u00f1as de\u00a0<strong>remarketing<\/strong>\u00a0son las que generan m\u00e1s dudas al respecto de esta incrementalidad.<\/p>\n<p>Para poder medir dicha incrementalidad,\u00a0se divide a la audiencia en dos grupos homog\u00e9neos. Uno recibe el nombre de \u00abprueba\u00bb y otro el de \u00abcontrol\u00bb. El primero es expuesto a un anuncio y el segundo no. De modo que podemos observar la tasa de conversi\u00f3n de ambos y, una vez hecho esto, medir sus <strong>conversiones incrementales<\/strong>. En otras palabras, seremos capaces de medir con total precisi\u00f3n tanto la\u00a0causa como el efecto de tus anuncios.\u00a0A aquellos m\u00e1s familiarizados con la incrementalidad les sonar\u00e1n atributos de rendimiento como el\u00a0<strong>iCPA<\/strong>\u00a0o el\u00a0<strong>iROAS<\/strong>.<\/p>\n<p>En nuestro blog ya hablamos recientemente de\u00a0<a href=\"https:\/\/pre-prod-gcp.tidart.com\/blog\/es\/facebook-conversion-lift-3-motivos-para-invertir\/\" target=\"_blank\" rel=\"noopener\">3 motivos de peso para invertir en Facebook Conversion Lift<\/a>. Estudios de incrementalidad como este pueden tener demasiada repercusi\u00f3n en tus esfuerzos de marketing digital como para relegarlos a un segundo plano. Ahora es el momento de profundizar en ellos, de entenderlos y elevar la <strong>optimizaci\u00f3n de tus conversiones<\/strong>. Si lo que quieres es comprobar que tu campa\u00f1a est\u00e1 funcionando, la mejor manera de hacerlo es mediante un estudio de incrementalidad. \u00bfA qu\u00e9 est\u00e1s esperando?<\/p>\n<p>&nbsp;<\/p>\n<p>\u26ab\ufe0f Art\u00edculo escrito por Carlos Molina y publicado originalmente en el <a href=\"https:\/\/madridretailcongress.com\/sabes-cual-es-el-valor-incremental-de-tus-conversiones-la-incrementalidad-en-el-punto-de-mira\/\">blog de Madrid Retail Congress<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Carlos Molina, CEO de Tidart, ha publicado un art\u00edculo en el blog de Madrid Retail Congress. El evento clave del sector del retail tendr\u00e1 lugar entre el 27 y 28 [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":1500,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":"","_wp_rev_ctl_limit":""},"categories":[73],"tags":[],"class_list":{"0":"post-475","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-tidart-team-es","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La incrementalidad en el punto de mira - Tidart<\/title>\n<meta name=\"description\" content=\"\u00bfSabes cu\u00e1l es el valor incremental de tus conversiones? 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