{"id":695,"date":"2013-12-02T22:46:59","date_gmt":"2013-12-02T22:46:59","guid":{"rendered":"http:\/\/www.abrima.com\/blog\/?p=695"},"modified":"2013-12-02T22:46:59","modified_gmt":"2013-12-02T22:46:59","slug":"por-que-big-data-es-importante-para-el-mundo-del-marketing","status":"publish","type":"post","link":"https:\/\/www.abrima.com\/blog\/por-que-big-data-es-importante-para-el-mundo-del-marketing\/","title":{"rendered":"Por qu\u00e9 \u2018big data\u2019 es importante para el mundo del marketing"},"content":{"rendered":"

 <\/p>\n

\"\"
\nLa capacidad de analizar grandes vol\u00famenes de informaci\u00f3n de todo tipo y otorgarle un sentido, es decir, lo que se conoce como big data como concepto, mejora de forma dr\u00e1stica el negocio de las empresas si \u00e9stas saben utilizarlo con inteligencia. Una de las \u00e1reas que, con m\u00e1s fervor si cabe, debe adoptar este tipo de tecnolog\u00edas es el mundo del marketing, as\u00ed se desprende de esta interesante infograf\u00eda publicada por la consultora McKinsey y en la que desgrana los datos que maneja su departamento de investigaci\u00f3n.<\/p>\n

En la actualidad, indican los expertos de McKinsey, los directores de marketing se encuentran algo abrumados ante la cantidad de informaci\u00f3n que rodea a sus empresas y a la que no saben hacer frente ni sacar partido. Adem\u00e1s, la presi\u00f3n que tienen es cada vez m\u00e1s elevada en sus empresas: tienen que mejorar sus objetivos de marketing con presupuestos muchas veces limitados y adaptarse con solvencia a los cambios propiciados por el entorno tecnol\u00f3gico. Por otro lado, sus superiores, los CEO de las compa\u00f1\u00edas, afirman (al menos as\u00ed lo hace un 72%, seg\u00fan un informe de la consultora) que los responsables de marketing piden cada a\u00f1o m\u00e1s presupuesto para sus acciones pero no saben explicar bien cu\u00e1l ser\u00e1 el ROI (retorno de inversi\u00f3n) de \u00e9stas ni c\u00f3mo har\u00e1 que crezcan los ingresos de la compa\u00f1\u00eda. De hecho, el 63% de los proyectos de marketing no utilizan la anal\u00edtica para reportar sobre las decisiones que se toman en esta \u00e1rea. Anal\u00edticas que pueden mejorar el ROI en un 10-20%, seg\u00fan los datos de la consultora.<\/p>\n

\u00bfLa soluci\u00f3n ante esta problem\u00e1tica? El llamado big data. Seg\u00fan McKinsey, las empresas que saben usar bien este concepto y las tecnolog\u00edas que lo rodean incrementan tanto su productividad (un 5%) como sus beneficios (un 6%). Las empresas necesitan analizar, medir y aportar valor a la informaci\u00f3n que tienen para optimizar su actividad. No se puede seguir dando que el 80% de las compa\u00f1\u00edas no midan, por ejemplo, el ROI de su estrategia en social media. Y las pr\u00e1cticas del obsoleto email marketing (en muchos casos spam para las personas que reciben estos mensajes) deben dejar paso a un tipo de campa\u00f1as mucho m\u00e1s segmentadas e inteligentes.<\/p>\n

En definitiva, los profesionales del marketing deben abrazar big data para mejorar su labor y, por ende, el negocio de sus empresas.<\/p>\n

FUENTE: bigdata.ticbeat.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

  La capacidad de analizar grandes vol\u00famenes de informaci\u00f3n de todo tipo y otorgarle un sentido, es decir, lo que se conoce como big data […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[],"tags":[],"yoast_head":"\nPor qu\u00e9 \u2018big data\u2019 es importante para el mundo del marketing - Blog de Tecnolog\u00eda - Abrima<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.abrima.com\/blog\/por-que-big-data-es-importante-para-el-mundo-del-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Por qu\u00e9 \u2018big data\u2019 es importante para el mundo del marketing - 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