{"id":7214,"date":"2021-10-14T06:45:00","date_gmt":"2021-10-14T06:45:00","guid":{"rendered":"https:\/\/prettylinks.com\/?p=7214"},"modified":"2021-10-13T13:44:15","modified_gmt":"2021-10-13T13:44:15","slug":"multi-channel-attribution-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/","title":{"rendered":"Atribuci\u00f3n multicanal: Lo que hay que saber"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenido<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d412ed1763b\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d412ed1763b\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#What_is_Multi-Channel_Attribution\" >\u00bfQu\u00e9 es la atribuci\u00f3n multicanal?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#Why_is_Multi-Channel_Attribution_Important\" >\u00bfPor qu\u00e9 es importante la atribuci\u00f3n multicanal?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#Types_of_Multi-Channel_Attribution_Models\" >Tipos de modelos de atribuci\u00f3n multicanal<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#Last_Adwords_Click\" >\u00daltimo clic en Adwords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#Last_Non-Direct_Click\" >\u00daltimo clic no directo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#First_interaction\" >Primera interacci\u00f3n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#Linear_Attribution\" >Atribuci\u00f3n lineal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#Time_decay\" >Decaimiento temporal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#Position-Based\" >Basado en la posici\u00f3n<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/prettylinks.com\/es\/blog\/multi-channel-attribution-what-you-need-to-know\/#In_Conclusion\" >En conclusi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>\u00bfRecuerdas la millonaria apuesta n\u00famero 55 entre Will Smith y BD Wong en el partido de la Superbowl en la pel\u00edcula <em>Enfoque<\/em>? Si no ha visto la pel\u00edcula, Will Smith gan\u00f3 la apuesta porque era consciente de lo que llamamos atribuci\u00f3n multicanal.&nbsp;<\/p>\n\n\n\n<p>Will Smith apost\u00f3 todas sus ganancias del fin de semana a que Margot Robbie ser\u00eda capaz de adivinar el n\u00famero de un jugador que BD Wong eligi\u00f3 al azar. Sin embargo, sin que BD Wong lo supiera, estaba \"preparado\" para elegir el 55 porque estuvo a su alrededor todo el fin de semana: en un p\u00f3ster en el ascensor, en la solapa del portero del hotel, en las r\u00e9plicas de las camisetas que llevaban los espectadores antes del partido e incluso en las pancartas que algunos manifestantes sosten\u00edan en el camino hacia el estadio.&nbsp;<\/p>\n\n\n\n<p>La atribuci\u00f3n multicanal funciona del mismo modo. Cuando compartes la misma idea a trav\u00e9s de diferentes canales, acaba calando en la mente de tu audiencia. Puede ser a trav\u00e9s de Google Ads, un blog, un banner, <a href=\"https:\/\/www.getresponse.com\/blog\/email-marketing-for-beginners\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">marketing por correo electr\u00f3nico<\/a>una recomendaci\u00f3n de YouTube y mucho m\u00e1s.&nbsp;<\/p>\n\n\n\n<p>Con tantas fuentes de tr\u00e1fico potenciales, necesita saber qu\u00e9 canales contribuyen m\u00e1s a las conversiones.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_Multi-Channel_Attribution\"><\/span><strong>\u00bfQu\u00e9 es la atribuci\u00f3n multicanal?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La atribuci\u00f3n multicanal consiste en asignar valor a cada canal para ver cu\u00e1les tienen mayor impacto en el recorrido del usuario. Puede utilizar la atribuci\u00f3n multicanal para <a href=\"https:\/\/prettylinks.com\/es\/blog\/track-visitor-conversions\/\" target=\"_blank\" rel=\"noreferrer noopener\">seguimiento de las conversiones<\/a> o clientes potenciales. El objetivo subyacente de la atribuci\u00f3n multicanal es comprender qu\u00e9 canales utiliza su p\u00fablico para relacionarse con su empresa.<\/p>\n\n\n\n<p>Un t\u00edpico <a href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-create-compelling-content-for-every-stage-of-the-buyers-journey\/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-create-compelling-content-for-every-stage-of-the-buyers-journey\" target=\"_blank\" rel=\"noreferrer noopener\">recorrido del cliente<\/a> La hoja de ruta incluir\u00e1 varios canales de marketing, por ejemplo, publicidad gr\u00e1fica, SEO, redes sociales, y <a href=\"https:\/\/prettylinks.com\/go\/aweber\/\" title=\"Enlace de afiliaci\u00f3n aWeber\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">marketing por correo electr\u00f3nico<\/a>. Tiene que ser capaz de hacer un seguimiento de c\u00f3mo la gente se relaciona con usted a trav\u00e9s de estos distintos canales. Un sistema de gesti\u00f3n de clientes puede ayudarle. A <a href=\"https:\/\/www.nextiva.com\/products\/small-business-phone-system.html\" target=\"_blank\" rel=\"noreferrer noopener\">sistema telef\u00f3nico empresarial<\/a> tambi\u00e9n puede ayudarle a realizar un seguimiento de la participaci\u00f3n del cliente por tel\u00e9fono o videollamada.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"600\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution.jpg\" alt=\"\" class=\"wp-image-7233\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution.jpg 1000w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution-300x180.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution-768x461.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption><a href=\"https:\/\/callgear.com\/blog\/multi-channel-attribution-how-to-track-and-measure-your-customer-journey-effectively\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Fuente de la imagen<\/a><br><\/figcaption><\/figure>\n\n\n\n<p>Disponer de tantos canales es estupendo para una empresa. Sin embargo, tambi\u00e9n es un problema.<\/p>\n\n\n\n<p>Debe conocer el valor de cada canal para asignar sus recursos de forma eficaz. Por ejemplo, si sabe que los anuncios de pago generan la mayor\u00eda de sus clientes potenciales, puede que tenga sentido aumentar el gasto en publicidad.<\/p>\n\n\n\n<p>La atribuci\u00f3n multicanal le ayuda a identificar los canales m\u00e1s eficaces. Tambi\u00e9n le ayuda a comprender con qu\u00e9 canales interact\u00faa la gente a lo largo del recorrido del cliente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_is_Multi-Channel_Attribution_Important\"><\/span><strong>\u00bfPor qu\u00e9 es importante la atribuci\u00f3n multicanal?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cuando gaste el dinero que tanto le ha costado ganar en marketing, querr\u00e1 saber qu\u00e9 canales <a href=\"https:\/\/prettylinks.com\/es\/blog\/social-media-marketing-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">impulse el crecimiento de su empresa<\/a>. El siguiente gr\u00e1fico revela algunas de las razones por las que los profesionales del marketing consideran tan importante la atribuci\u00f3n multicanal:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"736\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-1024x736.png\" alt=\"\" class=\"wp-image-7234\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-1024x736.png 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-300x216.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-768x552.png 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-1536x1104.png 1536w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><a href=\"https:\/\/info.4imprint.com\/blue-paper\/marketing-attribution\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Fuente de la imagen<\/a><\/figcaption><\/figure>\n\n\n\n<p>La atribuci\u00f3n multicanal permite a su empresa comprender mejor la din\u00e1mica entre los distintos canales. Tambi\u00e9n le permite conocer mejor el comportamiento de la audiencia y tomar decisiones m\u00e1s informadas a la hora de asignar presupuestos y planificar campa\u00f1as.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Types_of_Multi-Channel_Attribution_Models\"><\/span><strong>Tipos de modelos de atribuci\u00f3n multicanal<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pregunte a 10 profesionales del marketing qu\u00e9 entienden por \"atribuci\u00f3n multicanal\" y probablemente obtendr\u00e1 10 respuestas diferentes. A la hora de calcular el retorno de la inversi\u00f3n (ROI) y justificar los gastos y las iniciativas de marketing, los profesionales del marketing pueden elegir el modelo que mejor convenga a su equipo.<\/p>\n\n\n\n<p>Los modelos de atribuci\u00f3n multicanal que analizaremos en esta secci\u00f3n se encuentran entre los m\u00e1s populares entre los analistas de marketing. No existe un \u00fanico m\u00e9todo definitivo para realizar la atribuci\u00f3n multicanal: el m\u00e1s eficaz ser\u00e1 el que funcione para su empresa.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Last_Adwords_Click\"><\/span><strong>\u00daltimo clic en Adwords<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u00daltimo clic de Adwords da cr\u00e9dito 100% al \u00faltimo anuncio de marketing de Google Ads, justo antes de que el visitante o lead convierta o compre un producto. Veamos un ejemplo de c\u00f3mo puede funcionar esto.<\/p>\n\n\n\n<p>Est\u00e1 publicando un anuncio en Google para el seminario web del producto de p\u00e9rdida de peso del cliente. Cuando un visitante del sitio hace clic en el anuncio y comparte su informaci\u00f3n para registrarse en el seminario web, puede atribuir todo el m\u00e9rito al anuncio por generar la conversi\u00f3n.<\/p>\n\n\n\n<p>Este modelo de atribuci\u00f3n es \u00fatil cuando se busca el canal \u00fanico que dio lugar a que el usuario realizara la acci\u00f3n deseada. En lo que respecta a los datos, este enfoque es uno de los m\u00e1s precisos, ya que ofrece una correlaci\u00f3n directa uno a uno entre los desencadenantes y las acciones.\u00a0<\/p>\n\n\n\n<p>Dado que este enfoque arroja datos precisos, puede convertirlos en informaci\u00f3n pr\u00e1ctica y utilizar sus conclusiones para dise\u00f1ar campa\u00f1as multicanal con mayor precisi\u00f3n y exactitud. Sin embargo, este enfoque dar\u00e1 m\u00e1s valor a la publicidad de pago.<\/p>\n\n\n\n<p>Como resultado, es m\u00e1s probable que vea <a href=\"https:\/\/prettylinks.com\/es\/blog\/understand-paid-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">anuncios de pago<\/a> desempe\u00f1ando un papel importante en la conversi\u00f3n, incluso si la persona conoci\u00f3 su empresa a trav\u00e9s del blog.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Last_Non-Direct_Click\"><\/span><strong>\u00daltimo clic no directo<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>El \u00faltimo clic no directo puede ser un poco confuso, as\u00ed que empecemos por dividirlo en trozos del tama\u00f1o de un bocado.<\/p>\n\n\n\n<p>En primer lugar, \"no directo\" se refiere a cualquier canal de marketing distinto del que condujo directamente a la acci\u00f3n deseada. En segundo lugar, \"\u00faltimo\" se refiere al \u00faltimo canal no directo que el usuario encontr\u00f3 antes de actuar.<\/p>\n\n\n\n<p>El modelo de atribuci\u00f3n otorga un cr\u00e9dito de 100% al pen\u00faltimo canal que el usuario encontr\u00f3 antes de realizar el seguimiento de la acci\u00f3n. Por ejemplo, si el usuario vio una entrada de blog sobre el producto antes de encontrarse con un anuncio que llevaba directamente a la p\u00e1gina del producto, la entrada de blog obtendr\u00e1 un cr\u00e9dito de 100%.&nbsp;<\/p>\n\n\n\n<p>Tal vez se pregunte por qu\u00e9 realizar un seguimiento del pen\u00faltimo punto de contacto. Google Analytics utiliza este modelo para los informes no multicanal de forma predeterminada. Tambi\u00e9n puede ayudarle a filtrar el tr\u00e1fico de clientes que ya se han convertido a trav\u00e9s de un canal diferente. Esto le permite centrarse en la \u00faltima actividad de marketing con la que se encontraron antes de la conversi\u00f3n.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"First_interaction\"><\/span><strong>Primera interacci\u00f3n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>La atribuci\u00f3n de la primera interacci\u00f3n da cr\u00e9dito al primer componente de la cohorte de marketing multicanal. Por ejemplo, si una persona encontr\u00f3 su empresa a trav\u00e9s del blog, su <a href=\"https:\/\/prettylinks.com\/es\/blog\/boost-search-engine-rankings-with-pretty-links\/\" target=\"_blank\" rel=\"noreferrer noopener\">optimizaci\u00f3n de motores de b\u00fasqueda<\/a> (SEO) obtendr\u00eda la atribuci\u00f3n.<\/p>\n\n\n\n<p>Este modelo de an\u00e1lisis es \u00fatil cuando se realizan campa\u00f1as para crear una conciencia inicial sobre la marca o el producto. La limitaci\u00f3n es que no se hace un seguimiento de las interacciones posteriores.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Linear_Attribution\"><\/span><strong>Atribuci\u00f3n lineal<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>El modelo de atribuci\u00f3n lineal asigna una parte igual a cada canal de marketing a lo largo del recorrido del cliente. El modelo asigna a cada canal un valor igual.<\/p>\n\n\n\n<p>Por ejemplo, si un cliente hace clic en un anuncio de Google, se inscribe en la lista de correo de tu marca, busca tus productos en Google y compra a trav\u00e9s de Facebook Marketplace, el modelo dar\u00e1 25% de cr\u00e9dito a cada canal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Time_decay\"><\/span><strong>Decaimiento temporal<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>El modelo de decaimiento temporal funciona de forma similar a la atribuci\u00f3n lineal. Sin embargo, recompensa los puntos de contacto m\u00e1s recientes con una mayor parte del cr\u00e9dito. La mayor\u00eda de los modelos tienen una vida muy corta.<\/p>\n\n\n\n<p>Si un cliente se encuentra con un punto de contacto un d\u00eda antes de la conversi\u00f3n, ese canal recibir\u00eda 50% de cr\u00e9dito. Si el mismo cliente se encuentra con otro punto de contacto siete d\u00edas antes de la conversi\u00f3n, ese canal recibir\u00e1 25% del cr\u00e9dito, y as\u00ed sucesivamente.<\/p>\n\n\n\n<p>Los modelos de decaimiento temporal son muy \u00fatiles para medir la eficacia de cosas como las campa\u00f1as de descuentos a corto plazo. Si su sitio de comercio electr\u00f3nico organiza una rebaja de un d\u00eda, es m\u00e1s probable que genere clientes potenciales ese mismo d\u00eda que a trav\u00e9s de anuncios de rebajas que realice la semana anterior a la rebaja.<\/p>\n\n\n\n<p>Los modelos de decaimiento temporal pueden darle una buena idea del recorrido del cliente. Proporcionan informaci\u00f3n m\u00e1s equilibrada que la atribuci\u00f3n al \u00faltimo contacto.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Position-Based\"><\/span><strong>Basado en la posici\u00f3n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>El modelo de atribuci\u00f3n multicanal basado en la posici\u00f3n es un h\u00edbrido de los modelos de \u00faltima interacci\u00f3n y primera interacci\u00f3n. Concede al primer punto de contacto y al \u00faltimo canal 40% del cr\u00e9dito, mientras que adjudica 20% a los puntos de contacto situados en la mitad del ciclo de vida del cliente.&nbsp;<\/p>\n\n\n\n<p>Este enfoque es m\u00e1s \u00fatil cuando se desea reconocer el canal que hizo que el cliente conociera su marca y condujo directamente a la conversi\u00f3n.&nbsp;<\/p>\n\n\n\n<p>Tambi\u00e9n hay un enfoque mixto de los canales de marketing. El modelo de posici\u00f3n h\u00edbrido incluye el primer y el \u00faltimo punto de contacto de interacci\u00f3n, d\u00e1ndoles una parte igual de 40%.<\/p>\n\n\n\n<p>El cr\u00e9dito restante de 20% se destina a todos los dem\u00e1s canales utilizados entre la primera y la \u00faltima interacci\u00f3n. Este modelo es adecuado cuando se da el mismo cr\u00e9dito a los puntos de contacto que introdujeron al cliente en la marca y condujeron a la conversi\u00f3n.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_Conclusion\"><\/span><strong>En conclusi\u00f3n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Como profesionales del marketing, utilizamos un n\u00famero cada vez mayor de canales para captar a nuestro p\u00fablico y, en \u00faltima instancia, llenar el canal de ventas. La atribuci\u00f3n multicanal ayuda a los equipos de marketing a comprender qu\u00e9 canales est\u00e1n utilizando para ayudar a desarrollar una perspectiva de cliente potencial.<\/p>\n\n\n\n<p>Utilizando estos modelos de atribuci\u00f3n multicanal, puede conocer mejor los canales que funcionan y los que no. Tambi\u00e9n puede descubrir los desencadenantes y factores que generan conversiones.&nbsp;<\/p>\n\n\n\n<p>Cuando realiza la atribuci\u00f3n multicanal, puede mejorar sus campa\u00f1as de marketing y comprender mejor a sus clientes, lo que conduce a un mejor ROI y a una mayor satisfacci\u00f3n del cliente.<\/p>\n\n\n\n<p><strong>Si te ha gustado este art\u00edculo, no dejes de seguirnos en<\/strong><a href=\"https:\/\/www.facebook.com\/prettylink\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> Facebook<\/strong><\/a><strong>,<\/strong><a href=\"https:\/\/twitter.com\/prettylink?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> Twitter<\/strong><\/a><strong>y<\/strong><a href=\"https:\/\/www.linkedin.com\/showcase\/pretty-links\/?viewAsMember=true\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> LinkedIn<\/strong><\/a><strong>\u00a1! Y no olvide suscribirse a nuestro bolet\u00edn.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>\u00bfRecuerdas la apuesta del mill\u00f3n de d\u00f3lares del n\u00famero 55 entre Will Smith y BD Wong en el partido de la Superbowl en la pel\u00edcula Focus? Si no has visto la pel\u00edcula, Will Smith gan\u00f3 la apuesta porque era consciente de lo que llamamos atribuci\u00f3n multicanal.  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