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svg{height:32px}.share-icon__svg:hover path{fill:var(--ui-02);transition:300ms ease fill}.share-icon__svg path{transition:300ms ease fill}","jsContent":"const pageURL = window.location.href;\r\n\r\ndocument.addEventListener('click', (e) =\u003E {\r\n\r\nconst targetClassesArr = [...e.target.classList];\r\nconsole.log(targetClassesArr);\r\nif (targetClassesArr.includes('share-icon--linkedin')) {\r\nconst shareURL = `https://www.linkedin.com/sharing/share-offsite/?url=${pageURL}`;\r\nwindow.open(shareURL, '_blank');\r\n}\r\nif (targetClassesArr.includes('share-icon--facebook')) {\r\nconst shareURL = `http://www.facebook.com/sharer/sharer.php?u=${pageURL}`;\r\nwindow.open(shareURL, '_blank');\r\n}\r\nif (targetClassesArr.includes('share-icon--twitter')) {\r\nconst shareURL = `https://twitter.com/intent/tweet?url=${pageURL}`;\r\nwindow.open(shareURL, '_blank');\r\n}\r\nif (targetClassesArr.includes('share-icon--email')) {\r\nconst shareURL = `mailto:?subject=Check out this news from Snowflake&body=${pageURL}`;\r\nwindow.open(shareURL);\r\n}\r\n\r\n\r\n\r\n\r\n\r\n});","isGSAPEnabled":false,":type":"snowflake-site/components/markup-editor"}},":itemsOrder":["markup_editor"],"appliedCssClassNames":"snowflake-responsive-container-inner-padding-small"}},":itemsOrder":["container_949147658"]},"cq:LiveSyncConfig":{"cq:isDeep":true,"cq:rolloutConfigs":[],"cq:master":"/content/experience-fragments/snowflake-site/language-masters/es/site/share-icons/share-icons",":type":"cq:LiveCopy"}},":itemsOrder":["root","cq:LiveSyncConfig"],"classNames":"aem-xf","appliedCssClassNames":"snowflake-responsive-component-top-padding-extra-small"}},":itemsOrder":["text","experiencefragment"],"appliedCssClassNames":"snowflake-responsive-container-inner-padding-small"},"flexible_column_content_container_2":{"layout":"SIMPLE","id":"fundamentals-main-content",":type":"snowflake-site/components/flexible-column-container/flexible-column-content-container",":items":{"container":{"layout":"RESPONSIVE_GRID","gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"id":"overview",":type":"snowflake-site/components/container",":items":{"title_v2":{"id":"title-v2-65c951accd","type":"heading2","lines":["Descripción general"],":type":"snowflake-site/components/title-v2"},"text":{"id":"text-e0f18704fe","text":"\u003Cp\u003ELos profesionales del marketing son conscientes de que conocer a la audiencia es la base de una campaña de marketing de éxito. El análisis de audiencias ofrece información de los clientes basada en datos que revela lo que motiva a los consumidores a realizar una compra o permanecer fieles a una marca. Con el análisis de audiencias, los profesionales del marketing pueden crear mensajes muy focalizados que generen acciones, identificar los canales y plataformas más eficaces, descubrir oportunidades para aumentar el valor medio de los pedidos y mucho más. En este artículo, exploraremos cómo la demografía influye en la focalización de la audiencia y destacaremos las mejores fuentes de datos para realizar análisis de audiencias eficaces.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"}},":itemsOrder":["title_v2","text"],"appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small"},"container_copy":{"layout":"RESPONSIVE_GRID","gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"id":"types",":type":"snowflake-site/components/container",":items":{"title_v2":{"id":"title-v2-4f34b3f8b4","additionalClasses":"headline-decoration","type":"heading2","lines":["Tipos de análisis de audiencias"],":type":"snowflake-site/components/title-v2"},"text":{"id":"text-f4cf47cf0d","text":"\u003Cp\u003EEl análisis integral de las audiencias implica investigar varios comportamientos o características de un grupo. Aunque la información demográfica es un aspecto esencial del análisis de audiencias, no hace más que arañar la superficie de lo que se necesita para implementar una estrategia de focalización moderna y basada en datos. El análisis de audiencias también incluye análisis psicográficos, de comportamiento, situacionales y contextuales. Antes de profundizar en el análisis demográfico de la audiencia, veamos cada uno de estos aspectos desde un punto de vista más general.\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cb\u003EEl análisis demográfico\u003C/b\u003E se centra en datos estadísticos de una población, como la edad, la ubicación geográfica, el nivel educativo, etc.\u003C/li\u003E\n\u003Cli\u003E\u003Cb\u003EEl análisis psicográfico\u003C/b\u003E analiza el panorama interno de un grupo, incluidos los valores, las creencias, las actitudes y los intereses.\u003C/li\u003E\n\u003Cli\u003E\u003Cb\u003EEl análisis del comportamiento\u003C/b\u003E examina el comportamiento de la audiencia en relación con el recorrido de los compradores, por ejemplo, con qué plataformas de redes sociales interactúan, qué tipo de contenido consumen, dónde buscan recomendaciones de productos, etc.\u003C/li\u003E\n\u003Cli\u003E\u003Cb\u003EEl análisis situacional\u003C/b\u003E tiene en cuenta el hecho de que en la audiencia influyen factores variables. Por ejemplo, la temporada influye mucho en el comportamiento de compra de una audiencia.\u003C/li\u003E\n\u003Cli\u003E\u003Cb\u003EEl análisis contextual\u003C/b\u003E analiza el contexto específico en el que las audiencias encuentran mensajes, como la hora del día, el dispositivo utilizado, el tipo de contenido o la plataforma, lo que permite a los profesionales del marketing enviar mensajes cuando y donde sean más eficaces.\u003C/li\u003E\n\u003C/ul\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-top-padding-extra-small"}},":itemsOrder":["title_v2","text"]},"container_copy_copy_1767623498":{"layout":"RESPONSIVE_GRID","gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"columnClassNames":{"text_copy_copy_copy":"aem-GridColumn aem-GridColumn--default--12","title_v2":"aem-GridColumn aem-GridColumn--default--12"},"id":"behavioral",":type":"snowflake-site/components/container",":items":{"title_v2":{"id":"title-v2-e598fd291f","additionalClasses":"headline-decoration","type":"heading2","lines":["¿Qué es el análisis del comportamiento de las audiencias?"],":type":"snowflake-site/components/title-v2"},"text_copy_copy_copy":{"id":"text-2d05b3881a","text":"\u003Cp\u003ELos datos de comportamiento en el análisis de audiencias para marketing profundizan en las acciones e interacciones de las personas con una marca, su sitio web, aplicaciones, contenido e incluso ubicaciones físicas. A diferencia de los datos demográficos o psicográficos que describen quién es la audiencia y lo que piensa, los datos de comportamiento revelan lo que hace. Ofrecen una visión dinámica y reveladora de cómo interactúan las personas con una marca en varios puntos de contacto y van más allá de los perfiles demográficos y psicográficos estáticos ya que revelan las interacciones reales. Esta completa información dibuja una imagen detallada del recorrido y las preferencias de los clientes.\u003C/p\u003E\n\u003Cp\u003EEstos son los componentes clave del análisis de datos de comportamiento en marketing:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EInteracciones en sitios web y aplicaciones:\u003C/b\u003E Esto incluye una amplia gama de acciones digitales:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EVisualizaciones de páginas:\u003C/b\u003E El seguimiento de las páginas que visitan los usuarios proporciona información sobre sus intereses y la información que buscan.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003ETiempo en la página:\u003C/b\u003E Más tiempo en la página sugiere una mayor interacción e interés en el contenido.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EPatrones de clic: \u003C/b\u003EAl analizar los clics, se descubren rutas de navegación, uso de funciones y llamadas a la acción que tienen resonancia.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EConsultas de búsquedas:\u003C/b\u003E Comprender lo que los usuarios buscan en un sitio web o en una aplicación muestra sus necesidades e intenciones específicas.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EConsumo de contenido:\u003C/b\u003E El seguimiento de las visualizaciones de vídeos, las descargas de recursos y la lectura de artículos indica las preferencias de contenido.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EEnvío de formularios:\u003C/b\u003E La cumplimentación de formularios de contacto, de registro o de comentarios implica compromiso y generación de clientes potenciales.\u003C/p\u003E\n\u003Cp\u003E \u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EComportamiento transaccional: \u003C/b\u003ESe centra en las acciones relacionadas con la compra:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EHistorial de compras:\u003C/b\u003E Las compras anteriores son indicadores claros del comportamiento de compra futuro y las preferencias de productos.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EArtículos añadidos al carrito: \u003C/b\u003EEsto indica interés, incluso si la compra no se completa inmediatamente.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EAbandono del carrito: \u003C/b\u003EEl análisis de los carritos de la compra abandonados puede revelar puntos de fricción en el proceso de compra.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EValor y frecuencia de los pedidos:\u003C/b\u003E Estas métricas ayudan a identificar clientes y hábitos de compra de alto valor.\u003C/p\u003E\n\u003Cp\u003E \u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EInteracción con comunicaciones de marketing: \u003C/b\u003ESe hace un seguimiento de cómo interactúan las audiencias ante las iniciativas de marketing:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EClics y apertura de correos electrónicos: \u003C/b\u003EEstas métricas miden la eficacia de las campañas por correo electrónico y la relevancia del contenido.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EInteracciones en redes sociales:\u003C/b\u003E El número de “me gusta”, de “compartidos”, de comentarios y de “seguidos” indican afinidad por la marca y resonancia del contenido.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EInteracciones publicitarias: \u003C/b\u003ELos clics en los anuncios y las conversiones a partir de campañas publicitarias demuestran su eficacia para llegar al público objetivo.\u003C/p\u003E\n\u003Cp\u003E \u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EComportamiento fuera de línea (cada vez más integrado)\u003C/b\u003E: La combinación de lo físico y lo digital:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003ECompras en tienda: \u003C/b\u003EEl seguimiento de las compras realizadas en ubicaciones físicas proporciona una visión integral del comportamiento de los clientes.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EAfluencia de clientes: \u003C/b\u003EEl análisis de las visitas a las tiendas puede ofrecer información sobre el interés y las interacciones locales.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EEscaneos de código QR y uso de aplicaciones en tienda:\u003C/b\u003E Estas acciones conectan las interacciones en línea y fuera de línea.\u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EAl analizar estos componentes de los datos de comportamiento, los profesionales del marketing pueden desarrollar segmentos de audiencia detallados en función de las interacciones reales, comprender el recorrido de los clientes, personalizar los mensajes de marketing, optimizar las experiencias de los usuarios y, en última instancia, impulsar estrategias de marketing más eficaces y centradas en el cliente.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"}},":itemsOrder":["title_v2","text_copy_copy_copy"],"appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small"},"container_copy_copy_":{"layout":"RESPONSIVE_GRID","gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"columnClassNames":{"flexible_column_cont":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy_":"aem-GridColumn aem-GridColumn--default--12"},"id":"rel",":type":"snowflake-site/components/container",":items":{"container_copy_copy_":{"layout":"RESPONSIVE_GRID","gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"columnClassNames":{"text_copy_860073138__435213575":"aem-GridColumn aem-GridColumn--default--12","text_copy_860073138_":"aem-GridColumn aem-GridColumn--default--12","title_v2_1871212478_":"aem-GridColumn aem-GridColumn--default--12","title_v2_1871212478":"aem-GridColumn aem-GridColumn--default--12"},"id":"demographic",":type":"snowflake-site/components/container",":items":{"title_v2_1871212478":{"id":"title-v2-f5f95b8096","type":"heading2","lines":["¿Qué es el análisis demográfico de las audiencias?"],":type":"snowflake-site/components/title-v2"},"text_copy_860073138_":{"id":"text-5906a0fdc2","text":"\u003Cp\u003EEl análisis demográfico de la audiencia define y examina a una audiencia por sus datos demográficos, como edad, geografía, género, educación, ingresos y otros datos estadísticos. Comprender estas características ofrece información sobre las expectativas de la audiencia, el contexto en el que toma las decisiones de compra y las influencias culturales que se deben tener en cuenta. Además, es uno de los tipos de análisis de audiencias más accesibles, ya que esta información está disponible fácilmente.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"title_v2_1871212478_":{"id":"title-v2-78f591cd4d","type":"heading3","lines":["Componentes de los datos demográficos para el análisis de audiencias "],":type":"snowflake-site/components/title-v2"},"text_copy_860073138__435213575":{"id":"text-1e2d76d846","text":"\u003Cp\u003EPara ver cómo influye el análisis demográfico en la eficacia de las iniciativas de marketing, considera estos componentes comunes de los datos demográficos en el análisis de audiencias. \u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003EEdad: \u003C/b\u003EEl rango de edad de un segmento de mercado puede ofrecer pistas sobre los acontecimientos de la etapa de la vida que la audiencia puede estar experimentando, como formar una familia o prepararse para la jubilación. La edad también puede indicar preferencias y percepciones particulares. Conocer el rango de edad de tu audiencia también puede ayudarte a saber en qué canales, plataformas, sitios web y publicaciones centrarte.\u003Cbr\u003E\r\n\u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003EUbicación geográfica:\u003C/b\u003E Conocer la ubicación geográfica de tu audiencia permite obtener información variada, desde influencias culturales hasta fenómenos meteorológicos. Los minoristas del retail se benefician especialmente de los datos geográficos.\u003Cbr\u003E\r\n\u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003ENivel socioeconómico: \u003C/b\u003EConocer el nivel socioeconómico te indicará qué precio debes fijar como objetivo y qué tipos de productos es probable que funcionen bien para un público determinado.\u003Cbr\u003E\r\n\u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003EIdentidad de género: \u003C/b\u003ELa identidad de género de una audiencia también puede proporcionar pistas importantes sobre sus necesidades y deseos. Más allá de lo obvio, el género puede tener influencias sutiles en la demanda de varios tipos de productos.\u003Cbr\u003E\r\n\u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003ESector/ocupación: \u003C/b\u003EPara las empresas B2B, conocer los sectores y profesiones de la audiencia mejorará la capacidad para centrarse en los puntos débiles y elegir la terminología y los ejemplos adecuados.\u003Cbr\u003E\r\n\u003C/p\u003E\r\n\u003Cp\u003EAunque estos son solo algunos de los muchos componentes demográficos de la audiencia, esta lista revela el impacto de tener esta información al alcance de la mano al elaborar una campaña de marketing.\u003C/p\u003E\r\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"}},":itemsOrder":["title_v2_1871212478","text_copy_860073138_","title_v2_1871212478_","text_copy_860073138__435213575"],"appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small"},"flexible_column_cont":{"id":"flexible-column-container-9af6be3a5d","type":"2-column-even","alignColumns":"match-height","containerMaxWidth":"extra-large","topPadding":"none","bottomPadding":"none","spaceBetween":"small","reverseOnMobile":false,"carouselOnMobile":false,"backgroundImageOption":"none","flexible_column_content_container_1":{"layout":"SIMPLE","id":"container-eb8f3c12fb",":type":"snowflake-site/components/flexible-column-container/flexible-column-content-container",":items":{"card_v2_copy":{"id":"card-v2-049240e7e8","modalId":"video","configurationStatus":{"configured":true,"message":""},"image":{"id":"image","alt":"snowflake 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De esta forma, las recomendaciones de productos serán más relevantes y las ofertas serán más oportunas, lo que aumentará las tasas de conversión y el valor medio de los pedidos.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"title_v2_1871212478__1612865955":{"id":"title-v2-128433fe9b","type":"heading4","lines":["Los profesionales del marketing reducen el gasto publicitario mediante una focalización más inteligente "],":type":"snowflake-site/components/title-v2"},"text_copy_860073138__1977195613":{"id":"text-3325423e6a","text":"\u003Cp\u003ELos análisis de audiencias ayudan a los profesionales del marketing a entender las necesidades, motivaciones y canales preferidos de su audiencia. Con esta información, pueden centrar el gasto en segmentos y plataformas de alto rendimiento y, de ese modo, reducir el gasto inútil y aumentar la eficiencia de las campañas. \u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"},"title_v2_1871212478__1244070731":{"id":"title-v2-05e4823fcc","type":"heading4","lines":["Información mejorada para aumentar las interacciones con los clientes"],":type":"snowflake-site/components/title-v2"},"text_copy_860073138__700363923":{"id":"text-a63c35a235","text":"\u003Cp\u003ECon una imagen clara de tu audiencia, incluidos los factores demográficos, psicográficos, de comportamiento y situacionales, las marcas pueden crear contenido y experiencias que conecten a nivel personal y en el momento oportuno del recorrido del cliente.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"}},":itemsOrder":["title_v2_copy","text_copy_860073138_","title_v2_1871212478_","text_copy_860073138__1705905566","title_v2_1871212478__1657551995","text_copy_860073138__1814280064","title_v2_1871212478__1612865955","text_copy_860073138__1977195613","title_v2_1871212478__1244070731","text_copy_860073138__700363923"],"appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small"},"container_copy_copy_1996777081":{"layout":"RESPONSIVE_GRID","gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"columnClassNames":{"container_copy":"aem-GridColumn aem-GridColumn--default--12"},"id":"container-1f1c38382d",":type":"snowflake-site/components/container",":items":{"container_copy":{"layout":"RESPONSIVE_GRID","gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"id":"how",":type":"snowflake-site/components/container",":items":{"title_v2":{"id":"title-v2-c931a335e3","type":"heading2","lines":["Cómo recopilar datos para los análisis de audiencias"],":type":"snowflake-site/components/title-v2"},"text":{"id":"text-d8c33d5b9b","text":"\u003Cp\u003ELos datos de audiencia pueden provenir de diversas fuentes, y la mayoría de las organizaciones ya cuentan con una gran cantidad de datos a la espera de ser aprovechados para extraer información valiosa de la audiencia. 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