{"id":455,"date":"2012-05-10T12:17:56","date_gmt":"2012-05-10T10:17:56","guid":{"rendered":"https:\/\/josedelgado.net\/?p=455"},"modified":"2019-06-29T12:21:29","modified_gmt":"2019-06-29T10:21:29","slug":"que-es-la-analitica-web","status":"publish","type":"post","link":"https:\/\/josedelgado.net\/va\/que-es-la-analitica-web\/","title":{"rendered":"Qu\u00e9 es la Anal\u00edtica Web"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>La anal\u00edtica web es el resultado de analizar el comportamiento de los usuarios dentro de una Web con el objetivo de enfocar acciones a resultados<\/strong>. No solo se analizan KPI (Key Performance Indicators), es decir Indicadores Clave de Rendimiento relacionados con las m\u00e9tricas tradicionales de la estad\u00edstica sino que adem\u00e1s se miden otros factores m\u00e1s cr\u00edticos de la Web como el retorno de la inversi\u00f3n y la usabilidad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La principal ventaja que nos ofrece la Web es que podemos medir con mucha&nbsp;<strong>exactitud<\/strong>&nbsp;el resultado de cualquier campa\u00f1a de promoci\u00f3n o publicidad, adem\u00e1s de&nbsp;<strong>forma econ\u00f3mica y r\u00e1pida<\/strong>, lo que nos permite tomar decisiones correctoras casi en tiempo real.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cuatro utilidades de la anal\u00edtica web<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Identificar y analizar a los usuarios<\/strong>. Este parece el uso m\u00e1s evidente de la anal\u00edtica web, es decir, estudiar los h\u00e1bitos de navegaci\u00f3n, comportamiento de los usuarios, nivel de satisfacci\u00f3n e insatisfacci\u00f3n ante lo que van encontrando en&nbsp;la web, h\u00e1bitos de compra, etc.<\/li><li><strong>Evaluar la Web<\/strong>.&nbsp;Podemos estudiar el&nbsp;contenido de la web, el dise\u00f1o, la usabilidad, la persuabilidad, el posicionamiento en buscadores,&nbsp;etc.<\/li><li><strong>Incrementar el ROI (Return On Investment)<\/strong>&nbsp;o Retorno de la Inversi\u00f3n. Podemos analizar acciones de&nbsp;marketing: campa\u00f1as Display, campa\u00f1as SEM,&nbsp;modelo de afiliados, PPC, e-mail marketing, etc.<\/li><li><strong>Ganar Cuota de Mercado<\/strong>. La anal\u00edtica web tambi\u00e9n nos permite conocer la competencia, realizar prospecciones de mercado, identificar oportunidades, etc.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Herramientas An\u00e1lisis Web<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podemos encontra varias herramientas o programas que nos permiten realizar el estudio del tr\u00e1fico de la Web:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Gratuitas<ul><li>Google Analytics, es la m\u00e1s utilizada adem\u00e1s de muy completa&nbsp;y la que nos permite cubrir satisfactoriamente los objetivos de an\u00e1lisis m\u00e1s habituales.<\/li><li>Yahoo Web Analytics<\/li><\/ul><\/li><li>De Pago<ul><li>Adobe Omniture<\/li><li>Webtrends<\/li><li>Urchin Software<\/li><li>Unica<\/li><li>Nielsen NetRatings<\/li><\/ul><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">De todos modos no debemos olvidar que esto son herramientas que nos permiten realizar an\u00e1lisis estad\u00edsticos pero lo<strong>&nbsp;importante ser\u00e1 la persona&nbsp;encargada<\/strong>&nbsp;de extraer la informaci\u00f3n, marcar objetivos, hacer an\u00e1lisis de calidad, interpretar los datos, convertir datos en informaci\u00f3n \u00fatil, \u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Clave&nbsp;y Punto Cero de la anal\u00edtica web: Establecer los Objetivos y KPI<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Antes de iniciar una an\u00e1lisis web debemos fijar los objetivos pues en caso contrario ser\u00e1 dif\u00edcil tomar decisiones ya que no tendremos contra qu\u00e9. Los&nbsp;<strong>objetivos<\/strong>&nbsp;a fijar podemos clasificarlos en varias categor\u00edas y pueden ser:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>De alcance y adquisici\u00f3n.<\/strong>&nbsp;Buscamos atraer m\u00e1s visitantes, aumentar el alcance sobre el p\u00fablico objetivo, \u2026<\/li><li><strong>De activaci\u00f3n o compromiso<\/strong>. Buscamos activar las visitas logrando:<ul><li>Consumir contenidos<\/li><li>Descargar contenidos<\/li><li>Registrarse<\/li><li>Realizar b\u00fasquedas internas<\/li><li>Visualizar ficha de productos<\/li><li>\u2026<\/li><\/ul><\/li><li><strong>De conversi\u00f3n<\/strong>. Buscamos que los visitantes realicen la acci\u00f3n para la que fue creado el sitio web (comprar en una web de comercio electr\u00f3nico, visualizar contenido en el caso de un Blog, \u2026).<\/li><li><strong>De retenci\u00f3n y reconversi\u00f3n<\/strong>. Buscamos que los clientes vuelvan a visitarnos y a cumplir nuevamente sus objetivos.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Los<strong>&nbsp;KPI<\/strong>&nbsp;deben ser&nbsp;<strong>sencillos, aplicables, oportunos y \u00fatiles<\/strong>&nbsp;y deben tener un ciclo de vida basado en los siguientes pasos circulares:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Definici\u00f3n<\/li><li>Medici\u00f3n<\/li><li>An\u00e1lisis<\/li><li>Mejora o Eliminaci\u00f3n<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ejemplos de KPI<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>KPIs Generales<ul><li>N\u00famero de Visitas<\/li><li>Porcentaje de Rebote y Tiempo en P\u00e1gina<\/li><li>Porcentaje de Conversiones Obtenidas<\/li><li>Porcentaje de Conversiones por Objetivo<\/li><li>Fuente\/Medio<\/li><\/ul><\/li><li>KPIs de Visibilidad<ul><li>Tr\u00e1fico por Palabra Clave<\/li><li>Porcentaje de Rebote por Palabra Clave<\/li><li>Ranking de Palabra Clave<\/li><li>Porcentaje de Visitas Nuevas<\/li><\/ul><\/li><li>KPIs de Interacci\u00f3n<ul><li>Interacciones de Social Media<\/li><li>Consumo de Contenido<\/li><li>Contactos\/Suscripciones<\/li><\/ul><\/li><li>KPIs de Comercio Electr\u00f3nico<ul><li>Coste por Transacci\u00f3n<\/li><li>ROI<\/li><li>Valor medio por Transacci\u00f3n<\/li><li>Promedio de Productos en el Carrito de Compra<\/li><li>Porcentaje de Conversi\u00f3n por Medio<\/li><\/ul><\/li><li>KPIs de Localizaci\u00f3n Geogr\u00e1fica<ul><li>Tr\u00e1fico por Pa\u00eds\/Regi\u00f3n\/Ciudad<\/li><li>Porcentaje de Rebote y Tiempo en P\u00e1gina por Pa\u00eds\/Regi\u00f3n\/Ciudad<\/li><li>Conversiones o Transacciones por Pa\u00eds\/Regi\u00f3n\/Ciudad<\/li><\/ul><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Con esto doy por finalizada la introducci\u00f3n a la anal\u00edtica web, pero recordar que&nbsp;<strong>no debemos quedarnos en lo que la herramienta de anal\u00edtica web es capaz de hacer sino en lo que las personas que la manejan sean capaces de hacer con los datos obtenidos y con el manejo de esos datos conseguir convertirlos en informaci\u00f3n \u00fatil que nos permita tomar decisiones<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La anal\u00edtica web es el resultado de analizar el comportamiento de los usuarios dentro de una Web con el objetivo de enfocar acciones a resultados. No solo se analizan KPI (Key Performance Indicators), es decir Indicadores Clave de Rendimiento relacionados con las m\u00e9tricas tradicionales de la estad\u00edstica sino que adem\u00e1s se miden otros factores m\u00e1s cr\u00edticos de la Web como el retorno de la inversi\u00f3n y la usabilidad. La principal ventaja que nos ofrece la Web es que podemos medir con mucha&nbsp;exactitud&nbsp;el resultado de cualquier campa\u00f1a de promoci\u00f3n o publicidad, adem\u00e1s de&nbsp;forma econ\u00f3mica y r\u00e1pida, lo que nos permite tomar &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"Qu\u00e9 es la Anal\u00edtica Web\" class=\"read-more button\" href=\"https:\/\/josedelgado.net\/va\/que-es-la-analitica-web\/#more-455\" aria-label=\"Read more about Qu\u00e9 es la Anal\u00edtica Web\">Leer m\u00e1s \/ Llegir m\u00e9s<\/a><\/p>\n","protected":false},"author":1,"featured_media":456,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_exactmetrics_skip_tracking":false,"footnotes":""},"categories":[22],"tags":[98,107,105,106,110,108],"class_list":["post-455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing_digital","tag-analitica-web","tag-ejemplos-kpi","tag-google-analytics","tag-herramientas-analisis-web","tag-kpi","tag-objetivos-analitica-web","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50","resize-featured-image"],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"va","enabled_languages":["es","va"],"languages":{"es":{"title":true,"content":true,"excerpt":false},"va":{"title":false,"content":false,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - 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