Una campaña offline sí se puede medir.

Supongamos que contratas una publicidad que saldrá en X1 soporte x2 día, o en el intervalo de x2 días. Cogiendo como referencia, las visitas directas, de una semana, un mes, o un año atrás (según quieras medir) y de pronto, te aumentan "casualmente" las visitas un 10% (por ejemplo) de visitantes directos, ¿Esto no es medir publicidad offline?

Un saludo :)

la respuesta es SI. me explico. La medición ha venido después, primero fueron las campañas, y , aunque sea por intuición, sabemos que funcionan y son rentables. No me voy a extender mucho mas, el resumen es el siguiente, QUE NO SEA MEDIBLE NO SIGNIFICA QUE NO CONVENGA, SÓLO SIGNIFICA QUE ES DIFICILMENTE MEDIBLE. esto es lo que ocurre con la información cualitativa, podemos intentar medirla, pero nunca será medible de un modo "matemático", es otra forma de conocimiento....

Hola Jacabo,

si lees el post de Avinash, verás trucos más efectivos y precisos para controlar la medición de estas acciones. Los aumentos casuales son muy peligrosos, mejor asegurarse!

Gracias por tu comentario

Hola Carlos,

Estando de acuerdo contigo, sólo te diría que determinados conceptos cualitativos sólo son interpetrables desde resultados cualitativos. La intuición se puede avalar con números, de lo contrario es sólo eso, intuición.

Es cierto que si no es medible no quiere decir que no convenga (sirva de ejemplo la camapañla de la DGT en bares de Madrid, en los cuartos de baños de los locales copas avisando de las consecuencias de beber y conducir -¿a cuantos está campaña habrá amedrentado?- y sin embargo es efectiva, intuimos).

El problema de lo cualititativo en determinados mercados, como el publicitario, es que las grandes partidas presupuestarias se basan en criterios cuantitativos (desgraciadamente)...

Un abrazo Carlos y gracias por tu comment!

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