{"id":2104,"date":"2014-10-29T18:16:24","date_gmt":"2014-10-29T17:16:24","guid":{"rendered":"https:\/\/blog.uchceu.es\/direccion-empresas-marketing\/?p=2104"},"modified":"2021-04-29T09:13:23","modified_gmt":"2021-04-29T07:13:23","slug":"la-presion-por-el-roi","status":"publish","type":"post","link":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/","title":{"rendered":"La presi\u00f3n por el ROI"},"content":{"rendered":"<p><a href=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2107\" src=\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/\" alt=\"ROI\" width=\"315\" height=\"277\" \/><\/a>Seg\u00fan un estudio la mayor\u00eda de los directores de marketing manifiestan\u00a0estar bajo mayor presi\u00f3n que hace cinco a\u00f1os para demostrar\u00a0el retorno de la inversi\u00f3n en publicidad digital y m\u00f3vil.<\/p>\n<p>El Estudio de Benchmark 2014 COM digital, del Instituto de Marketing de Leapfrog, encuest\u00f3 a 91 Directores de marketing\u00a0de grandes empresas &#8211; 72% de los encuestados trabajaba en organizaciones con 3.000 o m\u00e1s empleados, casi la mitad de ellos con \u00a0presupuestos de marketing \u00a0de m\u00e1s de 25 millones de d\u00f3lares &#8211; y encontr\u00f3 que 93% sinti\u00f3 la presi\u00f3n de vincular sus esfuerzos de marketing a los resultados financieros.<\/p>\n<p>Los consumidores est\u00e1n adoptando nuevas tecnolog\u00edas en torno a m\u00f3vil a una velocidad m\u00e1s r\u00e1pida que las empresas y que las estructuras corporativas y por tanto es un factor importante en la incapacidad de los departamentos de marketing para mantenerse al d\u00eda con sus consumidores.<\/p>\n<p>El ROI Return On Investment, Retorno de la inversi\u00f3n se ha convertido en una de las principales herramientas para la toma de decisiones en las grandes empresas y esta generando muchos problemas a los directores de marketing. Pero no creo que sea una moda pasajera y por tanto cada vez hay que contar mas con gente anal\u00edtica, matem\u00e1ticos y estad\u00edsticos en marketing para que ayuden a desarrollar modelos de medici\u00f3n y permitan demostrar el ROI de un proyecto.<\/p>\n<p>Noticia completa en <a href=\"https:\/\/adage.com\/article\/cmo-strategy\/study-cmos-lack-internal-resources-prove-roi\/295466\" target=\"_blank\" rel=\"noopener\">Advertising Age<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seg\u00fan un estudio la mayor\u00eda de los directores de marketing manifiestan\u00a0estar bajo mayor presi\u00f3n que hace cinco a\u00f1os para demostrar\u00a0el retorno de la inversi\u00f3n en publicidad digital y m\u00f3vil. El Estudio de Benchmark 2014 COM digital, del Instituto de Marketing de Leapfrog, encuest\u00f3 a 91 Directores de marketing\u00a0de grandes empresas &#8211; 72% de los encuestados [&hellip;]<\/p>\n","protected":false},"author":102,"featured_media":2107,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[297],"class_list":{"0":"post-2104","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-noticias-del-sector","8":"tag-publicidad"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La presi\u00f3n por el ROI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La presi\u00f3n por el ROI\" \/>\n<meta property=\"og:description\" content=\"Seg\u00fan un estudio la mayor\u00eda de los directores de marketing manifiestan\u00a0estar bajo mayor presi\u00f3n que hace cinco a\u00f1os para demostrar\u00a0el retorno de la inversi\u00f3n en publicidad digital y m\u00f3vil. El Estudio de Benchmark 2014 COM digital, del Instituto de Marketing de Leapfrog, encuest\u00f3 a 91 Directores de marketing\u00a0de grandes empresas &#8211; 72% de los encuestados [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MarketingUCHCEU\" \/>\n<meta property=\"article:published_time\" content=\"2014-10-29T17:16:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-04-29T07:13:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"882\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Paco Suay\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/pacosuay?lang=es\" \/>\n<meta name=\"twitter:site\" content=\"@markertingUCH\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paco Suay\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minuto\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/\"},\"author\":{\"name\":\"Paco Suay\",\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/#\/schema\/person\/77e2533177413dceb3fa36f18c1503ad\"},\"headline\":\"La presi\u00f3n por el ROI\",\"datePublished\":\"2014-10-29T17:16:24+00:00\",\"dateModified\":\"2021-04-29T07:13:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/\"},\"wordCount\":252,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg\",\"keywords\":[\"publicidad\"],\"articleSection\":[\"Noticias del Sector\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/\",\"url\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/\",\"name\":\"La presi\u00f3n por el ROI\",\"isPartOf\":{\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg\",\"datePublished\":\"2014-10-29T17:16:24+00:00\",\"dateModified\":\"2021-04-29T07:13:23+00:00\",\"author\":{\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/#\/schema\/person\/77e2533177413dceb3fa36f18c1503ad\"},\"breadcrumb\":{\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#primaryimage\",\"url\":\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg\",\"contentUrl\":\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg\",\"width\":1000,\"height\":882},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/blog.uchceu.es\/marketing\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Noticias del Sector\",\"item\":\"https:\/\/blog.uchceu.es\/marketing\/category\/noticias-del-sector\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"La presi\u00f3n por el ROI\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/#website\",\"url\":\"https:\/\/blog.uchceu.es\/marketing\/\",\"name\":\"Blog de Marketing\",\"description\":\"Universidad CEU Cardenal Herrera\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.uchceu.es\/marketing\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/#\/schema\/person\/77e2533177413dceb3fa36f18c1503ad\",\"name\":\"Paco Suay\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/blog.uchceu.es\/marketing\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/40e6f817868aa0e952ed3010e8b1a454a8d8179a9cba06fc58d068be36fc78bb?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/40e6f817868aa0e952ed3010e8b1a454a8d8179a9cba06fc58d068be36fc78bb?s=96&d=mm&r=g\",\"caption\":\"Paco Suay\"},\"description\":\"Docente por vocaci\u00f3n. Economista y Doctor en Integrated Marketing Communications Profesor en la Universidad Cardenal Herrera CEU. 20 a\u00f1os de experiencia profesional en ventas, marketing y comunicaci\u00f3n.\",\"sameAs\":[\"https:\/\/www.uchceu.es\/directorio\/pacosuay\",\"https:\/\/x.com\/https:\/\/twitter.com\/pacosuay?lang=es\"],\"url\":\"https:\/\/blog.uchceu.es\/marketing\/author\/psuay\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"La presi\u00f3n por el ROI","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/","og_locale":"es_ES","og_type":"article","og_title":"La presi\u00f3n por el ROI","og_description":"Seg\u00fan un estudio la mayor\u00eda de los directores de marketing manifiestan\u00a0estar bajo mayor presi\u00f3n que hace cinco a\u00f1os para demostrar\u00a0el retorno de la inversi\u00f3n en publicidad digital y m\u00f3vil. El Estudio de Benchmark 2014 COM digital, del Instituto de Marketing de Leapfrog, encuest\u00f3 a 91 Directores de marketing\u00a0de grandes empresas &#8211; 72% de los encuestados [&hellip;]","og_url":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/","og_site_name":"Blog de Marketing","article_publisher":"https:\/\/www.facebook.com\/MarketingUCHCEU","article_published_time":"2014-10-29T17:16:24+00:00","article_modified_time":"2021-04-29T07:13:23+00:00","og_image":[{"width":1000,"height":882,"url":"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg","type":"image\/jpeg"}],"author":"Paco Suay","twitter_card":"summary_large_image","twitter_creator":"@https:\/\/twitter.com\/pacosuay?lang=es","twitter_site":"@markertingUCH","twitter_misc":{"Escrito por":"Paco Suay","Tiempo de lectura":"1 minuto"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#article","isPartOf":{"@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/"},"author":{"name":"Paco Suay","@id":"https:\/\/blog.uchceu.es\/marketing\/#\/schema\/person\/77e2533177413dceb3fa36f18c1503ad"},"headline":"La presi\u00f3n por el ROI","datePublished":"2014-10-29T17:16:24+00:00","dateModified":"2021-04-29T07:13:23+00:00","mainEntityOfPage":{"@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/"},"wordCount":252,"commentCount":0,"image":{"@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg","keywords":["publicidad"],"articleSection":["Noticias del Sector"],"inLanguage":"es","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/","url":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/","name":"La presi\u00f3n por el ROI","isPartOf":{"@id":"https:\/\/blog.uchceu.es\/marketing\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#primaryimage"},"image":{"@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg","datePublished":"2014-10-29T17:16:24+00:00","dateModified":"2021-04-29T07:13:23+00:00","author":{"@id":"https:\/\/blog.uchceu.es\/marketing\/#\/schema\/person\/77e2533177413dceb3fa36f18c1503ad"},"breadcrumb":{"@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#primaryimage","url":"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg","contentUrl":"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2014\/10\/ROI.jpg","width":1000,"height":882},{"@type":"BreadcrumbList","@id":"https:\/\/blog.uchceu.es\/marketing\/la-presion-por-el-roi\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/blog.uchceu.es\/marketing\/"},{"@type":"ListItem","position":2,"name":"Noticias del Sector","item":"https:\/\/blog.uchceu.es\/marketing\/category\/noticias-del-sector\/"},{"@type":"ListItem","position":3,"name":"La presi\u00f3n por el ROI"}]},{"@type":"WebSite","@id":"https:\/\/blog.uchceu.es\/marketing\/#website","url":"https:\/\/blog.uchceu.es\/marketing\/","name":"Blog de Marketing","description":"Universidad CEU Cardenal Herrera","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blog.uchceu.es\/marketing\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/blog.uchceu.es\/marketing\/#\/schema\/person\/77e2533177413dceb3fa36f18c1503ad","name":"Paco Suay","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/blog.uchceu.es\/marketing\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/40e6f817868aa0e952ed3010e8b1a454a8d8179a9cba06fc58d068be36fc78bb?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/40e6f817868aa0e952ed3010e8b1a454a8d8179a9cba06fc58d068be36fc78bb?s=96&d=mm&r=g","caption":"Paco Suay"},"description":"Docente por vocaci\u00f3n. Economista y Doctor en Integrated Marketing Communications Profesor en la Universidad Cardenal Herrera CEU. 20 a\u00f1os de experiencia profesional en ventas, marketing y comunicaci\u00f3n.","sameAs":["https:\/\/www.uchceu.es\/directorio\/pacosuay","https:\/\/x.com\/https:\/\/twitter.com\/pacosuay?lang=es"],"url":"https:\/\/blog.uchceu.es\/marketing\/author\/psuay\/"}]}},"_links":{"self":[{"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/posts\/2104","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/users\/102"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/comments?post=2104"}],"version-history":[{"count":1,"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/posts\/2104\/revisions"}],"predecessor-version":[{"id":6761,"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/posts\/2104\/revisions\/6761"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/media\/2107"}],"wp:attachment":[{"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/media?parent=2104"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/categories?post=2104"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.uchceu.es\/marketing\/wp-json\/wp\/v2\/tags?post=2104"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}