{"id":8812,"date":"2016-12-06T12:29:00","date_gmt":"2016-12-06T12:29:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8812"},"modified":"2026-04-14T08:03:42","modified_gmt":"2026-04-14T08:03:42","slug":"ltv-201-a-simple-method-for-forecasting","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/ltv-201-a-simple-method-for-forecasting\/","title":{"rendered":"LTV 201: Un m\u00e9todo sencillo de previsi\u00f3n"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><a href=\"https:\/\/growthfullstack.com\/usecase\/simple-customer-lifetime-value-ltv-prediction-in-python\"><\/a><\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/growthfullstack.com\/usecase\/simple-customer-lifetime-value-ltv-prediction-in-python\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/growthfullstack.com\/static\/f2c1bb8311f298fd2ce8ac2664187f07\/ltv-prediction.png?ssl=1\" alt=\"Predicci\u00f3n del LTV\" class=\"wp-image-8343\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">El valor de por vida es un tema complicado. El&nbsp;<a href=\"https:\/\/growthfullstack.com\/usecase\/simple-customer-lifetime-value-ltv-prediction-in-python\">Los c\u00e1lculos de LTV m\u00e1s sencillos \u2014y tambi\u00e9n los m\u00e1s fiables\u2014<\/a>&nbsp;te dir\u00e9 lo que pas\u00f3 en el pasado: el segmento X gener\u00f3 Y d\u00f3lares por usuario. En un mundo ideal, eso ser\u00eda suficiente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pero, por lo general, querr\u00e1s saber qu\u00e9 te depara el futuro, y eso implica crear&nbsp;<a href=\"http:\/\/https\/\/growthfullstack.com\/usecase\/advanced-customer-lifetime-value-ltv-prediction-in-python\">un modelo m\u00e1s complejo<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEl t\u00e9rmino \u201dcomplejo\u00bb puede referirse a muchas cosas, desde f\u00f3rmulas relativamente r\u00e1pidas y sencillas hasta configuraciones de aprendizaje autom\u00e1tico de \u00faltima generaci\u00f3n. Lo que la mayor\u00eda de las startups descubren cuando empiezan a investigar modelos de LTV es que, aunque es f\u00e1cil encontrar ejemplos, resulta dif\u00edcil hallar an\u00e1lisis o pruebas que indiquen cu\u00e1l es el mejor modelo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La falta de informaci\u00f3n concreta no se debe \u00fanicamente a que las grandes empresas no quieran hablar de lo que utilizan. La otra raz\u00f3n es que no existe una \u201cmejor\u201d pr\u00e1ctica. Solo hay lo que funciona en una situaci\u00f3n concreta. As\u00ed que, en esta entrada, la continuaci\u00f3n de nuestra&nbsp;<a href=\"https:\/\/blog.tenjin.io\/ltv-101\/?__hstc=105908124.5f4997788a4314cc01c1b01ea8a417ec.1668506117568.1668506117568.1668515893585.2&amp;__hssc=105908124.1.1668515893585&amp;__hsfp=498882655\">Introducci\u00f3n a LTV 101<\/a>, voy a hablar de por qu\u00e9 puede que necesites modelos y de c\u00f3mo empezar desde cero.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Un breve resumen<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En el curso \u00abLTV 101\u00bb se expusieron varias razones habituales por las que los desarrolladores calculan el LTV: invertir de forma inteligente el presupuesto destinado a la captaci\u00f3n de usuarios, mantenerse al tanto del estado de su aplicaci\u00f3n y tomar decisiones empresariales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cada uno de estos objetivos puede satisfacerse incluso con el c\u00e1lculo m\u00e1s sencillo: basta con tomar los ingresos conocidos de un grupo de usuarios durante un periodo determinado y dividirlos por el tiempo. As\u00ed, por ejemplo, si sabes que tu cohorte de usuarios de Facebook de entre 18 y 25 a\u00f1os, compuesta por 1.000 usuarios, gener\u00f3 unos ingresos de $10.000 en un periodo de 90 d\u00edas, entonces tienes un LTV demostrable de $10 por usuario en 90 d\u00edas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esta cifra podr\u00eda indicarte que est\u00e1 bien captar usuarios similares hasta alcanzar $10; que tu aplicaci\u00f3n tiene posibilidades de atraer a inversores; y que puedes ampliar la captaci\u00f3n de usuarios. Pero no te dice nada sobre el futuro de otras cohortes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfY si los ingresos fueran solo $1.000? La incapacidad para prever el LTV futuro equivale a perder oportunidades de cambiar de rumbo cuando sea necesario, o de avanzar con confianza cuando todas las se\u00f1ales son positivas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Un m\u00e9todo para predecir el LTV<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Puedes empezar a calcular el LTV de otras cohortes con un modelo hist\u00f3rico sencillo que denominamos \u201cm\u00e9todo de la ratio\u201d.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para utilizar este m\u00e9todo, necesitar\u00e1s datos de 90 d\u00edas de al menos una cohorte anterior. A partir de los datos de esa cohorte anterior, podr\u00e1s calcular una tasa de crecimiento que se pueda aplicar a cohortes futuras.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A continuaci\u00f3n te explicamos paso a paso c\u00f3mo utilizar el m\u00e9todo de la proporci\u00f3n:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><ol><li>Para tu cohorte anterior, calcula los importes en d\u00f3lares del LTV a 7 y a 90 d\u00edas (por ejemplo, $1,50 en el d\u00eda 7 y $6 en el d\u00eda 90).<\/li><\/ol><ol><li>Divide la cantidad de 90 d\u00edas entre la cantidad de 7 d\u00edas (6 \/ 1,50 = 4)<\/li><\/ol><ol><li>Calcula el importe del LTV a 7 d\u00edas de una nueva cohorte (por ejemplo, $2)<\/li><\/ol>\n<ol class=\"wp-block-list\">\n<li>Multiplica el LTV de la nueva cohorte ($2) por el ratio de 4 de la cohorte original.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">En este escenario, el LTV previsto a 90 d\u00edas de la nueva cohorte es $8.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tus ratios ser\u00e1n cada vez m\u00e1s precisos a medida que pase el tiempo y se recopilen m\u00e1s datos de cohortes, por lo que este m\u00e9todo seguir\u00e1 siendo un recurso \u00fatil incluso si se dispone de una f\u00f3rmula m\u00e1s compleja, tanto para realizar c\u00e1lculos r\u00e1pidos a ojo como para comparar tus otros c\u00e1lculos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pr\u00f3ximamente: un modelo m\u00e1s complejo<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El siguiente paso tras aprender el m\u00e9todo de la relaci\u00f3n ser\u00e1 elaborar tu f\u00f3rmula completa, que puede basarse en principios como una curva de potencia o incluso el aprendizaje autom\u00e1tico. Mientras trabajas para alcanzar este objetivo, conviene tener en cuenta otros dos factores que pueden influir en el LTV:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><ul><li><strong>Publicidad<\/strong>&nbsp;\u2014 Si incluyes anuncios en tu aplicaci\u00f3n, tendr\u00e1s que a\u00f1adir esos ingresos a tus c\u00e1lculos del LTV.<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>Viralidad<\/strong>&nbsp;\u2014 Las invitaciones virales tambi\u00e9n pueden a\u00f1adirse al LTV en aplicaciones con virilidad cuantificable: cuando un usuario invita a otro, el invitante es, en la pr\u00e1ctica, responsable del gasto futuro del invitado. Calcula el factor K (por ejemplo, 0,1), multipl\u00edcalo por el LTV previsto del invitado (por ejemplo, $5) y suma el resultado al LTV de quien invita (0,1 * $5 = $0,50 de LTV adicional).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Las propias herramientas de Tenjin ya tienen en cuenta la publicidad y la viralidad de forma predeterminada.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lo que viene a continuaci\u00f3n es un poco m\u00e1s complicado, \u00a1pero se puede hacer! No te pierdas nuestra tercera entrada de la serie, en la que presentaremos varios modelos que Tenjin tiene a su disposici\u00f3n para calcular el LTV.<\/p>","protected":false},"excerpt":{"rendered":"<p>Lifetime value is tricky. The&nbsp;simplest \u2014 and also the most reliable \u2014 LTV calculations&nbsp;tell you what happened in the past: segment X made Y dollars per user. In a perfect world, that would be enough. But usually, you\u2019ll want to know the future, and that means building&nbsp;a more complex model. \u201cComplex\u201d can mean a lot&#8230;<\/p>","protected":false},"author":7,"featured_media":8794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,91],"tags":[],"class_list":["post-8812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices","category-metrics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LTV 201 | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn a simple method for forecasting lifetime value (LTV) to improve user acquisition, budgeting, and long-term growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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