{"id":8854,"date":"2015-12-12T12:54:00","date_gmt":"2015-12-12T12:54:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8854"},"modified":"2026-04-14T07:20:28","modified_gmt":"2026-04-14T07:20:28","slug":"building-for-the-marketing-scientist","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/building-for-the-marketing-scientist\/","title":{"rendered":"Construir para el cient\u00edfico del marketing"},"content":{"rendered":"

A medida que el marketing se digitaliza, empieza a compartir muchos puntos en com\u00fan con la ciencia de datos. En Tenjin<\/a>, estamos viendo c\u00f3mo personas con formaci\u00f3n en estos dos campos aparentemente distintos, el marketing y la ciencia de datos, est\u00e1n asumiendo una nueva figura profesional: el \u201ccient\u00edfico de marketing\u201d.<\/p>\n\n\n\n

Hay dos factores principales que impulsan el auge de la figura del \u00abcient\u00edfico del marketing\u00bb:<\/p>\n\n\n\n

    \n
  1. Las nuevas tecnolog\u00edas han reducido la distancia entre los profesionales del marketing y los consumidores. Gracias a la creciente omnipresencia de los tel\u00e9fonos inteligentes y los dispositivos wearables, los consumidores llevan ahora consigo numerosos canales de marketing.<\/li>\n\n\n\n
  2. El big data y la informaci\u00f3n que ofrece son cada vez m\u00e1s accesibles y f\u00e1ciles de aplicar. Antes, los almacenes de datos exig\u00edan contratos de gran envergadura y compromisos de varios a\u00f1os. Ahora, cualquier startup puede poner en marcha un cl\u00faster de Redshift y empezar a procesar terabytes de datos con solo unos clics.<\/li>\n<\/ol>\n\n\n\n

    Estas dos tendencias est\u00e1n empezando a complementarse entre s\u00ed de formas interesantes:<\/p>\n\n\n\n

    En primer lugar, los profesionales del marketing son responsables de llegar a los clientes de la forma m\u00e1s eficaz posible, lo que se traduce en un mayor reconocimiento de marca, m\u00e1s oportunidades de venta y una mayor implicaci\u00f3n de los usuarios. Hist\u00f3ricamente, medir la eficacia del marketing era, en el mejor de los casos, un proceso improvisado, regido por la intuici\u00f3n y unos indicadores clave de rendimiento (KPI) poco claros. La tecnolog\u00eda, concretamente el big data, ha cambiado esta situaci\u00f3n. Ahora es posible medir con exactitud y precisi\u00f3n m\u00e9tricas como el ROAS (retorno de la inversi\u00f3n publicitaria) y el conocimiento de marca, lo que permite predecir el rendimiento de futuras campa\u00f1as de marketing sin siquiera ponerlas en marcha.<\/p>\n\n\n\n

    En segundo lugar, los profesionales del marketing tambi\u00e9n se encargan de identificar segmentos de clientes potenciales a los que dirigirse y volver a dirigirse. Antes resultaba dif\u00edcil averiguar qui\u00e9nes eran tus mejores clientes, ya que hab\u00eda que basarse, una vez m\u00e1s, en la intuici\u00f3n y, tal vez, en alguna que otra encuesta. Con el big data bien organizado, puedes lanzar tu aplicaci\u00f3n, realizar una consulta para averiguar qui\u00e9nes son tus mejores usuarios y decirle a cualquier red: \u201ccons\u00edgueme m\u00e1s usuarios como estos\u201d.<\/p>\n\n\n\n

    Cada vez est\u00e1 m\u00e1s claro que estos dos campos, el marketing y la ciencia de datos, se solapan en gran medida. Esperamos que, en los pr\u00f3ximos a\u00f1os, los \u00abcient\u00edficos del marketing\u00bb lideren el marketing digital en las empresas con visi\u00f3n de futuro. Y, precisamente porque creemos firmemente en ello, hemos creado Tenjin pensando en ese futuro.<\/p>\n\n\n\n

    En Tenjin, nuestra misi\u00f3n es crear una plataforma basada en servicios para los especialistas en marketing. En Tapjoy y Playnomics, fui testigo de las dificultades a las que se enfrentan los profesionales del marketing a la hora de organizar el big data en hojas de c\u00e1lculo. Mi cofundador, Amir, y yo creamos Tenjin para que los profesionales del marketing m\u00f3vil pudieran dedicar su tiempo a analizando<\/em> los datos, no su procesamiento. Si eres un cient\u00edfico de marketing (o est\u00e1s en camino de serlo), nos encantar\u00eda que te pusieras en contacto con nosotros.<\/p>\n\n\n\n

    Cr\u00e9dito de la imagen: Un mont\u00f3n de datos<\/a> por dullhunk<\/a>, utilizada bajo CC BY<\/a> \/ recortado del original<\/em><\/p>","protected":false},"excerpt":{"rendered":"

    As marketing goes digital, it starts to share a lot of common ground with data science. At Tenjin, we are seeing people with backgrounds in these two seemingly distinct fields, marketing and data science, emerge with a new role: the \u201cMarketing Scientist\u201d. There are two main drivers for the rise of the Marketing Scientist: These two…<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8854","post","type-post","status-publish","format-standard","hentry","category-mobile-marketing-trends"],"acf":[],"yoast_head":"\nBuilding for Marketing Scientists | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn how data infrastructure empowers marketing scientists with scalable analytics, reliable attribution, and actionable mobile insights.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/es\/blog\/building-for-the-marketing-scientist\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" 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