{"id":8698,"date":"2021-09-28T09:09:33","date_gmt":"2021-09-28T07:09:33","guid":{"rendered":"https:\/\/estrategiamarketing.digital\/la-importancia-de-les-dades-en-el-marqueting-digital\/"},"modified":"2025-04-30T10:44:14","modified_gmt":"2025-04-30T08:44:14","slug":"la-importancia-de-les-dades-en-el-marqueting-digital","status":"publish","type":"post","link":"https:\/\/estrategiamarketing.digital\/ca\/la-importancia-de-les-dades-en-el-marqueting-digital\/","title":{"rendered":"La import\u00e0ncia de les dades en el m\u00e0rqueting digital"},"content":{"rendered":"\n

L’an\u00e0lisi dels resultats d’una campanya de generaci\u00f3 de demanda \u2013o de leads\u2013 \u00e9s clau per determinar-ne l’\u00e8xit o el frac\u00e0s. Aquesta an\u00e0lisi nom\u00e9s \u00e9s possible a trav\u00e9s de les m\u00e8triques i les dades concretes que les accions hagin deixat darrere seu. Estudiarem per qu\u00e8 en m\u00e0rqueting<\/em> digital s\u00f3n tan importants les dades<\/strong> , i com es poden aprofitar per fer que les nostres accions tinguin un impacte m\u00e9s gran. <\/p>\n\n

Per qu\u00e8<\/strong> les dades<\/strong> s\u00f3n importants<\/strong> en m\u00e0rqueting<\/strong> digital<\/strong> <\/h2>\n\n

La informaci\u00f3 \u00e9s poder (…i n’hi ha molta)<\/strong><\/h3>\n\n

Actualment, amb la tecnologia present per tot arreu, el rastre digital que deixen els usuaris a Internet \u00e9s gegant\u00ed. Parlem d’una comunitat de m\u00e9s de 4,7 mil milions d’internautes a tot el m\u00f3n<\/strong><\/a> , que naveguen una mitjana de m\u00e9s de 6 hores di\u00e0ries. La quantitat de dades que es poden obtenir d’aquests usuaris podria assolir magnituds que ni tan sols ens cabrien al cap. <\/p>\n\n

Hi ha una disciplina concebuda espec\u00edficament per gestionar aquests volums d’informaci\u00f3: el big data<\/em><\/strong> . Consisteix en una s\u00e8rie de m\u00e8todes i tecnologies que tenen com a objectiu obtenir i analitzar quantitats ingents de dades<\/strong> , tant estructurades com no estructurades. <\/p>\n\n

I aix\u00f2 \u00e9s precisament el que pot aportar el big data<\/em> per al m\u00e0rqueting<\/em> digital, la recollida i el tractament massiu d’ informaci\u00f3 de clients potencials<\/strong> ajuda les empreses a segmentar millor les campanyes, ia avaluar amb precisi\u00f3 els resultats de les seves accions.<\/p>\n\n

Big <\/em>data <\/em>i m\u00e0rqueting digital: estrat\u00e8gies recolzades per les dades<\/strong><\/h3>\n\n

Donada la rellev\u00e0ncia que tenen les dades en m\u00e0rqueting,<\/em> sembla l\u00f2gic pensar que, com m\u00e9s dades tinguem, m\u00e9s sabrem sobre el nostre p\u00fablic objectiu<\/strong> i millor dirigides estaran les nostres accions.<\/p>\n\n

El problema, normalment, sol residir en la dificultat per accedir a aquestes dades, emmagatzemar-les i, sobretot, trobar-hi les relacions. Quan la quantitat de dades \u00e9s sensiblement gran, \u00e9s inviable aplicar m\u00e8todes tradicionals no automatitzats<\/strong> . <\/p>\n\n

En aquesta disciplina, l’\u00fas del big data<\/em> comporta recopilar, analitzar i representar grans quantitats de dades digitals per ajudar les empreses a prendre millors decisions de negoci<\/strong> , en concret, pel que fa als responsables de m\u00e0rqueting<\/em> .<\/p>\n\n

Big data en inbound marketing<\/strong><\/h3>\n\n

L’ inbound marketing<\/em><\/strong><\/a> \u00e9s una metodologia comercial no intrusiva que, fent servir la creaci\u00f3 de continguts de qualitat, permet dissenyar una experi\u00e8ncia personalitzada d’usuari per captar clients.<\/p>\n\n

Aquestes experi\u00e8ncies d’usuari, manifestades en suggeriments de productes rellevants o de continguts molt propers a les \u00e0rees d’inter\u00e8s, es poden automatitzar si es coneix per endavant tot el possible del p\u00fablic objectiu<\/strong> . El big data<\/em> exerceix aqu\u00ed un paper essencial per ajudar l’empresa a saber tot el possible dels seus clients potencials. <\/p>\n\n

Com treure partit de les dades en m\u00e0rqueting digital<\/strong><\/h2>\n\n

Definici\u00f3 dels KPI<\/strong><\/h3>\n\n

Els Key Performance Indicator (KPI, o indicadors clau<\/em> del rendiment) s\u00f3n les m\u00e8triques que utilitzarem per avaluar l’abast d’<\/strong> una acci\u00f3 o estrat\u00e8gia concreta. Si no ens prenem el nostre temps per definir-les correctament, anirem a cegues en endavant. <\/p>\n\n

Hi ha molts tipus de KPIs<\/strong> : vistes en p\u00e0gines, taxa de rebot, CTR, CPA, CPL, CPC, ROAS… (efectivament, si no coneixes les sigles estar\u00e0s una mica perdut, per\u00f2 per aix\u00f2 hem creat un glossari de termes de m\u00e0rqueting digital<\/a> \ud83d\ude0a )<\/p>\n\n

Normalitzaci\u00f3 del format de les dades<\/strong><\/h3>\n\n

Les dades recopilades poden estar en multitud de formats diferents, podent entrar de forma estructurada o no estructurada. Per poder tractar-los posteriorment, \u00e9s important dedicar una mica de temps i de recursos a homogene\u00eftzar el format de la informaci\u00f3<\/strong> . Hi ha aplicacions que et permeten afegir dades de diferents fonts i fer-te la tasca m\u00e9s senzilla, per\u00f2 cal recon\u00e8ixer que encara s’exigeix \u200b\u200btemps. <\/p>\n\n

Elecci\u00f3 de les dades rellevants<\/strong><\/h3>\n\n

Ning\u00fa no discuteix la incid\u00e8ncia de les dades sobre el m\u00e0rqueting<\/em> digital, per\u00f2 un exc\u00e9s d’informaci\u00f3 pot ser m\u00e9s perjudicial que la seva abs\u00e8ncia. Aix\u00f2 no vol dir que s’hagi de prescindir de les dades, sin\u00f3 filtrar-les i adequar-les a cada prop\u00f2sit concret<\/strong> . Quan les dades s’hagin recopilat, haurem de discriminar-les en funci\u00f3 d’all\u00f2 que desitgem mesurar. <\/p>\n\n

Google analytics ofereix tantes dades que l’error seria intentar utilitzar tots. La nostra recomanaci\u00f3 \u00e9s fixar-se \u00fanicament en els que ens aporten informaci\u00f3 sobre l’objectiu que volem assolir. <\/p>\n\n

Centralitzaci\u00f3 de la informaci\u00f3<\/strong><\/h3>\n\n

Un dels pilars sobre els quals es fonamenta el big data<\/em> \u00e9s el de la integraci\u00f3 de les fonts de dades en un repositori \u00fanic<\/strong> ( data warehouse<\/em> ). La informaci\u00f3 recopilada ha d’allotjar-se en un emmagatzematge com\u00fa per evitar les sitges a\u00efllades de dades. \u00c9s molt important, per exemple, que el departament comercial i el de m\u00e0rqueting<\/em> intercanvi\u00efn informaci\u00f3. <\/p>\n\n

Visualitzaci\u00f3 homog\u00e8nia<\/strong><\/h3>\n\n

A m\u00e9s, en \u00faltima inst\u00e0ncia, \u00e9s molt recomanable valdre’s d’un panell de visualitzaci\u00f3<\/strong> ( dashboard<\/em> , o quadre de comandament), que permeti als responsables de m\u00e0rqueting<\/em> prendre les millors decisions de<\/em> negoci gr\u00e0cies a consultes<\/em> simples i molt visuals. <\/p>\n\n

Hi ha nombroses opcions en aquest camp (programari, apps…) que s’adapten a diferents suports (tablets, m\u00f2bil, PC…). Google ofereix l’eina \" Datastudio<\/strong> “, que \u00e9s for\u00e7a potent i integra f\u00e0cilment les dades de les altres eines de la marca (Ads, Analytics…) <\/p>\n\n

Conclusi\u00f3<\/strong><\/h3>\n\n

Qualsevol estrat\u00e8gia de m\u00e0rqueting<\/em> digital<\/a> necessita nodrir-se de dades diverses, tant sobre els clients potencials com de la reactivitat (impacte) que hagin causat altres campanyes semblants amb anterioritat. El resultat d\u201fun tractament massiu i automatitzat de grans volums de dades possibilita als directors de m\u00e0rqueting<\/em> prendre millors decisions de cara a projectes futurs. La import\u00e0ncia de les dades a les estrat\u00e8gies de m\u00e0rqueting digital \u00e9s avui m\u00e9s que mai una realitat. <\/p>\n","protected":false},"excerpt":{"rendered":"

Les eines i metodologies de big data ajuden els responsables de m\u00e0rqueting a prendre millors decisions sobre les seves campanyes digitals. Permeten con\u00e8ixer molta m\u00e9s informaci\u00f3 sobre el p\u00fablic objectiu… <\/p>\n","protected":false},"author":3,"featured_media":8047,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[169],"tags":[],"class_list":["post-8698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-digital"],"yoast_head":"\nLa import\u00e0ncia de les dades en el m\u00e0rqueting digital<\/title>\n<meta name=\"description\" content=\"La import\u00e0ncia de les dades a les estrat\u00e8gies de m\u00e0rqueting digital: l'\u00fas del big data per a campanyes digitals.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/estrategiamarketing.digital\/ca\/la-importancia-de-les-dades-en-el-marqueting-digital\/\" \/>\n<meta property=\"og:locale\" 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