{"id":11245,"date":"2014-10-14T18:04:52","date_gmt":"2014-10-14T21:04:52","guid":{"rendered":"https:\/\/blog.fromdoppler.com\/?p=11245"},"modified":"2022-08-15T19:53:34","modified_gmt":"2022-08-15T22:53:34","slug":"como-aplicar-el-big-data-en-marketing-online","status":"publish","type":"post","link":"https:\/\/fromdoppler.com\/blog\/como-aplicar-el-big-data-en-marketing-online\/","title":{"rendered":"\u00bfC\u00f3mo aplicar el Big Data en Marketing Online?"},"content":{"rendered":"

\"BigData\"<\/p>\n

Los avances en informaci\u00f3n y tecnolog\u00eda permiten analizar datos en beneficio de tu empresa. Conoce las claves del Big Data y c\u00f3mo utilizarlo para optimizar tus acciones digitales.<\/p>\n

El t\u00e9rmino \u201cBig Data\u201d<\/a>, as\u00ed escrito con las iniciales en may\u00fascula, causa cierto respeto, \u00bfverdad? Respeto\u2026 \u00a1M\u00e1s bien asusta! Como siempre nos ocurre, tememos lo que no conocemos<\/strong>.\u00a0Pero no es algo a lo que deber\u00edamos temer\u2026 Simplemente hay que conocerlo.\u00a0<\/p>\n

Para empezar, el t\u00e9rmino en s\u00ed es una tendencia muy nueva, no as\u00ed a lo que hace referencia. La definici\u00f3n que m\u00e1s me ha gustado hasta ahora, de las cientos que he le\u00eddo en Internet en los \u00faltimos dos a\u00f1os es la que Lisa Arthur<\/a> ha escrito para Forbes<\/a>.<\/p>\n

\n

\u201cBig Data es la colecci\u00f3n de datos<\/strong> que las empresas recolectan de fuentes tanto tradicionales como digital y que servir\u00e1n de base para futuros an\u00e1lisis<\/strong>\u201d<\/p>\n<\/blockquote>\n

A esta definici\u00f3n, a\u00f1adir\u00eda que es un \u201can\u00e1lisis que permite usar esos datos de la forma m\u00e1s beneficiosa posible para un\u00a0negocio<\/strong>\u201d. Es decir, utilizar los ficheros con los datos de clientes para tomar determinadas decisiones empresariales as\u00ed como para dirigir una\u00a0estrategia de Marketing Ditigal<\/a> de una forma u otra.<\/p>\n

Pero lo m\u00e1s importante que debemos saber sobre el Big Data Marketing <\/a>es la forma en la que van a ser utilizados esos archivos de datos, que hoy d\u00eda valen una fortuna. Esta es precisamente la lucha que mantienen ahora las grandes empresas digitales como Google, Microsoft, Facebook, o Twitter.<\/p>\n

Quien disponga de la mayor base de datos\u00a0posible<\/strong> y sepa aplicar las t\u00e9cnicas adecuadas para beneficiarse de ellos, tendr\u00e1 el poder<\/strong>. Es por esta raz\u00f3n, que actualmente estas multinacionales est\u00e1n pidiendo continuamente a todos los usuarios sus datos personales<\/strong>, una y otra vez.<\/p>\n

Arribar a este punto\u00a0me involucra a hacer una aclaraci\u00f3n. Entre estas formas de utilizar los archivos de datos de clientes o seguidores NO est\u00e1 el enviar Spam<\/a>, ni Emails no autorizados a usuarios que jam\u00e1s se suscribieron a tu Web o blog. Hay que hacer uso de estos datos de forma inteligente<\/a>, legal, respetando los permisos de los usuarios<\/a> y de forma nada agresiva para que realmente surta el efecto deseado.<\/p>\n

Entonces\u2026 \u00bfcu\u00e1l es la forma de usar el Big Data que m\u00e1s beneficios puede aportar a una empresa? Las t\u00e9cnicas de segmentaci\u00f3n<\/a> y de observaci\u00f3n de comportamientos<\/a>. Son la base de esta \u201cnueva\u201d tendencia. Y su principal aliado, Google Analytics<\/strong>.<\/p>\n

T\u00e9cnicas de segmentaci\u00f3n de Big Data<\/h2>\n

\u00bfAlguna vez has dividido a tus clientes<\/strong> online por su g\u00e9nero, en tramos de edad o por regi\u00f3n de procedencia? Imagina que tu pr\u00f3xima Campa\u00f1a de Email Marketing<\/a>\u00a0rodea el D\u00eda de la Madre. \u00bfA qui\u00e9n dirigir\u00edas todas las acciones de Marketing<\/a> que llevases a cabo?<\/p>\n

Mi pregunta apunta a una advertencia<\/strong>: enviar tu Campa\u00f1a a toda tu base de clientes, quiz\u00e1s no tendr\u00eda sentido, \u00bfno crees? \u00bfNo ser\u00eda m\u00e1s beneficioso lanzarla solo para maridos deseosos de regalar algo a sus mujeres en ese d\u00eda tan especial, o para hijos con la misma intenci\u00f3n?<\/p>\n

Recuerda siempre que segmentar es acertar<\/strong>. Dirige tus acciones de Marketing Online<\/strong> al p\u00fablico adecuado, y tu ROI (Retorno de la Inversi\u00f3n)<\/a> se ver\u00e1 terriblemente mejorado.<\/p>\n

Segmentaci\u00f3n de visitas a la web<\/h3>\n

Aqu\u00ed es donde Google Analytics<\/a> se hace imprescindible. Con las \u00faltimas modificaciones de su interface, es cada vez m\u00e1s sencillo saber exactamente el perfil de quienes visitan tu Web o blog<\/strong>, su edad media, g\u00e9nero, pa\u00eds de procedencia, qu\u00e9 p\u00e1ginas visitan m\u00e1s y con qu\u00e9 palabras clave <\/a>llegan a esas p\u00e1ginas. \u00a1Ahora corre y utiliza estos datos para mejorar tu estrategia SEO y de Social Media<\/a>!<\/p>\n

Segmentaci\u00f3n en Facebook<\/h3>\n

Cada vez que publiques un post, piensa a qui\u00e9n quieres dirigirlo<\/strong>. Justo bajo la actualizaci\u00f3n de estado que est\u00e1s escribiendo podr\u00e1s seleccionar edad, g\u00e9nero, pa\u00eds, lengua y muchos m\u00e1s segmentos de audiencia a quienes realmente deber\u00eda llegar lo que escribes<\/strong>.<\/p>\n

Esto es especialmente importante si lanzas Publicidad en Facebook<\/a>. Intenta segmentar lo m\u00e1ximo posible para reducir la audiencia a la que diriges ese anuncio por debajo de 100.000 usuarios. As\u00ed, \u00a1ser\u00e1 m\u00e1s efectiva!<\/strong><\/p>\n

Segmentaci\u00f3n en Email Marketing<\/h3>\n

Si tu base de datos de Suscriptores supera los 1000 usuarios, no env\u00edes los Emails a todos por igual. \u00a1Segmenta!<\/strong> Y esto es cada d\u00eda m\u00e1s f\u00e1cil si lo haces con aplicaciones como Doppler. La personalizaci\u00f3n es otra de las t\u00e9cnicas que mejor funcionan en Marketing Digital, y esto es posible gracias a la segmentaci\u00f3n. De esta forma te ser\u00e1 mucho m\u00e1s sencillo enviar correos personalizados<\/a>.\u00a0<\/p>\n

Aunque a\u00fan queda mucho camino por delante para obtener mejores aplicaciones que faciliten a las empresas la obtenci\u00f3n y el correcto manejo de estos datos<\/strong>, cada d\u00eda surgen nuevas e interesantes t\u00e9cnicas basadas en la segmentaci\u00f3n que puedes ir probando.<\/p>\n

As\u00ed que, \u00a1permanece atento! T\u00e9cnicas y herramientas como el Big Data<\/strong> te permitir\u00e1n obtener informaci\u00f3n compleja de tus clientes para conocerlos mejor y mejorar su experiencia con tu producto<\/a>, de una manera m\u00e1s personal y positiva<\/strong>.\u00a0<\/p>\n

Y t\u00fa, \u00bfsegmentas tu base de datos teniendo en cuenta el potencial del Big Data? Cu\u00e9ntanos qu\u00e9 te ha parecido el art\u00edculo y qu\u00e9 acciones realizas para mejorar la comunicaci\u00f3n con tus clientes.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Los avances en informaci\u00f3n y tecnolog\u00eda permiten analizar datos en beneficio de tu empresa. Conoce las claves del Big Data y c\u00f3mo utilizarlo para optimizar tus acciones digitales. El t\u00e9rmino \u201cBig Data\u201d, as\u00ed escrito con las iniciales en may\u00fascula, causa cierto respeto, \u00bfverdad? Respeto\u2026 \u00a1M\u00e1s bien asusta! Como siempre nos ocurre, tememos lo que no […]<\/p>\n","protected":false},"author":51,"featured_media":11249,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[385,9,685,703],"tags":[894,969,959,44,828,958,909,970],"class_list":["post-11245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-mobile","category-marketing","category-seo","category-social-media-2","tag-base-de-datos","tag-big-data","tag-comportamiento","tag-email-marketing","tag-redes-sociales","tag-segmentacion","tag-sitio-web","tag-visitas"],"yoast_head":"\nBig Data para Email Marketing<\/title>\n<meta name=\"description\" content=\"Aprende c\u00f3mo obtener informaci\u00f3n personal y m\u00e1s positiva de tus clientes a trav\u00e9s del Big Data y la segmentaci\u00f3n con palabras clave.\" \/>\n<meta name=\"robots\" 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