{"id":5364,"date":"2017-02-16T10:01:11","date_gmt":"2017-02-16T09:01:11","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=5364"},"modified":"2020-06-22T11:53:14","modified_gmt":"2020-06-22T09:53:14","slug":"evaluar-rentabilidad-canal-marketing","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/evaluar-rentabilidad-canal-marketing\/","title":{"rendered":"C\u00f3mo evaluar la rentabilidad de un canal de marketing"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-1540657798\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/evaluar-rentabilidad-canal-marketing\/\" data-essbisPostTitle=\"C\u00f3mo evaluar la rentabilidad de un canal de marketing\" data-essbisHoverContainer=\"\"><p>En marketing evaluar la rentabilidad de la acci\u00f3n es tan importante como comunicar lo que se ofrece.<\/p><div class=\"blogs-contenido\" id=\"blogs-2610429482\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>Mucha de las ocasiones se deja de lado el controlar. Parece que todas las acciones que se realizan son buenas y satisfactorias. Pero las num\u00e9ricas son m\u00e1s que objetivas, son la imagen verdadera de lo que se realiza.<\/p>\n<p>El c\u00f3mo evaluar la rentabilidad de un canal de marketing es imprescindible.<\/p>\n<h2>Indicadores para conocer la rentabilidad de nuestras acciones<\/h2>\n<p>Para conocer este dato son imprescindibles los indicadores de cliente. Estas \u2018keys\u2019 son;<\/p>\n<p>&#8211; Coste de captaci\u00f3n o adquisici\u00f3n<\/p><div class=\"blogs-contenido_3\" id=\"blogs-453089153\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>&#8211; Satisfacci\u00f3n y\/o retenci\u00f3n<\/p>\n<p>&#8211; Rentabilidad, o el famoso<a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/\"><strong> ROI<\/strong><\/a><\/p>\n<p>Si queremos entrar m\u00e1s en concreto en un canal de marketing digital se pueden tomar como v\u00e1lidas. S\u00f3lo hay que identificar los t\u00e9rminos de manera diferente.<\/p>\n<p><strong>1- Coste captaci\u00f3n o adquisici\u00f3n<\/strong> = Coste CPC, CPA, Patrocinados\/Publicidad en medios digitales, Ads en Redes Sociales y Buscadores, Display, etc<\/p>\n<p><strong>2- Satisfacci\u00f3n y\/o retenci\u00f3n<\/strong> = N\u00famero de Likes, Compartidos, RT\u2019s, FAV\u2019s, Reproducciones, Visitantes, Registros, N\u00ba de followers, fans, etc.<\/p>\n<p><strong>3- Rentabilidad<\/strong> = Ventas \/ (Costes + Inversi\u00f3n)<\/p>\n<p>No hay nada inventado, ya existen f\u00f3rmulas, m\u00e9todos y procesos adquiridos del<strong> know-how<\/strong> proveniente del departamento de marketing tradicional. Para poder llevar un control, en mayor o menor medida, existen herramientas provenientes de otros departamentos, como son los \u2018Cuadros de Mando\u2019, m\u00e1s conocidos como \u2018Dashboards\u2019.<\/p>\n<h2>Los Dashboards en Marketing<\/h2>\n<p>En ellos procederemos a tomar aquellas claves &#8211;<strong>\u2018keys\u2019<\/strong>&#8211; que nos indiquen de forma r\u00e1pida la informaci\u00f3n necesaria para obtener una imagen de c\u00f3mo est\u00e1n evolucionando las acciones tomadas. Decir que para reportarlos se representan de una forma m\u00e1s gr\u00e1fica, tipo \u2018gr\u00e1ficos de las hojas de c\u00e1lculo\u2019, o a modo de \u2018infograf\u00edas\u2019. Tambi\u00e9n son v\u00e1lidas las hojas de c\u00e1lculo, pero son m\u00e1s r\u00e1pidas de entender si se visualizan de forma gr\u00e1fica.<\/p>\n<p>No hay que tomar muchas keys, ni tampoco pocas, no existe un n\u00famero concreto. Solamente aquellas que identifiquen de forma lo m\u00e1s objetivas posibles.<\/p>\n<p>Un ejemplo.<\/p>\n<p>Si estamos con una acci\u00f3n de adquirir nuevos seguidores, los indicadores m\u00e1s objetivos ser\u00edan los mismos citados;<\/p>\n<p><strong>1- Coste en CPC y\/o CPA;<\/strong><\/p>\n<p>El coste total invertido en la Red Social escogida.<\/p>\n<p><strong>2- N\u00ba de Fans\/Seguidores;<\/strong><\/p>\n<p>La key m\u00e1s objetiva es el n\u00famero conseguido durante el tiempo de la acci\u00f3n. Si sube el dato es bueno, si bajan algo va mal.<\/p>\n<p><strong>3- ROI = Coste del punto 1 \/ Num\u00e9rica conseguida en el punto 2 ;<\/strong><\/p>\n<p>Contra m\u00e1s se acerque el resultado a cero, menor ser\u00e1 el coste de inversi\u00f3n por fan conseguido.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-1137159347\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>Para un CM este ser\u00eda un sencillo <strong>Dashboard<\/strong>, a completar diariamente, reportando a su supervisor. El supervisor contar\u00eda con otro Cuadro de Mando adaptado a las num\u00e9ricas que deber\u00eda reportar m\u00e1s arriba. Y as\u00ed sucesivamente.<\/p>\n<p>Si no se procede a visualizar que est\u00e1 pasando mientras se ejecuta la acci\u00f3n, se hace dif\u00edcil entender si la inversi\u00f3n en dinero, tiempo y personal es rentable. Todo tiene que ser rentable. De otra manera es perder esfuerzos en vano.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/evaluar-rentabilidad-canal-marketing\/\" data-essbisPostTitle=\"C\u00f3mo evaluar la rentabilidad de un canal de marketing\" data-essbisHoverContainer=\"\">","protected":false},"author":9,"featured_media":5426,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[755],"tags":[4291,964,666,287,961,88,214,166],"class_list":["post-5364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-campanas-publicitarias","tag-coste-cpc","tag-dashboard","tag-display","tag-followers","tag-publicidad","tag-roi","tag-youtube"],"acf":[],"yoast_head":"<!-- This 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acci\u00f3n \u00a1Todo tiene que ser rentable!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/evaluar-rentabilidad-canal-marketing\/?q=marketing predictions\/page\/2\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Marketing Online\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-16T09:01:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-06-22T09:53:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2017\/02\/rentabiliad-canal-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"550\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jordi Torregrosa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" 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