{"id":512,"date":"2026-03-02T17:37:42","date_gmt":"2026-03-02T16:37:42","guid":{"rendered":"https:\/\/humanmarketing.es\/index.php\/proyectos\/"},"modified":"2026-03-20T09:53:43","modified_gmt":"2026-03-20T08:53:43","slug":"proyectos","status":"publish","type":"page","link":"https:\/\/humanmarketing.es\/index.php\/proyectos\/","title":{"rendered":"Proyectos"},"content":{"rendered":"\n[et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;99.9%&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Proyectos Human Marketing&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;]<p data-start=\"2696\" data-end=\"2837\">A lo largo de mi trayectoria he trabajado con empresas de distintos sectores ayud\u00e1ndolas a tomar decisiones estrat\u00e9gicas mejor fundamentadas.<\/p>\n<p data-start=\"2839\" data-end=\"3092\">En esta secci\u00f3n comparto algunos ejemplos de proyectos reales en los que he participado: desde investigaciones de mercado para validar nuevos productos hasta iniciativas de estrategia de marketing o anal\u00edtica de datos para mejorar la toma de decisiones.<\/p>\n<p data-start=\"3094\" data-end=\"3242\">Cada caso refleja el mismo enfoque: entender el problema de negocio, analizar la informaci\u00f3n relevante y transformar los datos en decisiones claras.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Investigaci\u00f3n de marca y percepci\u00f3n sectorial&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; column_structure=&#8221;1_3,1_3,1_3&#8243;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||8px||&#8221;]<p data-start=\"382\" data-end=\"396\"><strong data-start=\"382\" data-end=\"396\">1. El reto<\/strong><\/p>\n<p data-start=\"398\" data-end=\"754\">El Colegio Profesional de Fisioterapeutas de la Comunidad de Madrid necesitaba comprender c\u00f3mo era percibido por distintos p\u00fablicos \u2014ciudadanos, profesionales colegiados e instituciones\u2014 para reforzar su posicionamiento, mejorar su comunicaci\u00f3n y detectar oportunidades estrat\u00e9gicas para el desarrollo de la profesi\u00f3n.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||11px||&#8221;]<p data-start=\"761\" data-end=\"779\"><strong data-start=\"761\" data-end=\"779\">2. El proyecto<\/strong><\/p>\n<p data-start=\"781\" data-end=\"858\">Dise\u00f1o y ejecuci\u00f3n de un <strong data-start=\"806\" data-end=\"857\">proyecto de investigaci\u00f3n de marca en dos fases<\/strong>:<\/p>\n<ul data-start=\"860\" data-end=\"1048\">\n<li data-start=\"860\" data-end=\"959\">\n<p data-start=\"862\" data-end=\"959\"><strong data-start=\"862\" data-end=\"885\">Estudio cualitativo<\/strong> con entrevistas y focus groups para explorar percepciones y expectativas.<\/p>\n<\/li>\n<li data-start=\"960\" data-end=\"1048\">\n<p data-start=\"962\" data-end=\"1048\"><strong data-start=\"962\" data-end=\"986\">Estudio cuantitativo<\/strong> con encuestas a distintos p\u00fablicos en la Comunidad de Madrid.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1050\" data-end=\"1298\">La investigaci\u00f3n incluy\u00f3 <strong data-start=\"1075\" data-end=\"1142\">500 ciudadanos, 179 profesionales colegiados y 26 instituciones<\/strong>, permitiendo analizar la percepci\u00f3n de la fisioterapia y del propio colegio profesional desde m\u00faltiples perspectivas.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||12px||&#8221;]<p data-start=\"1305\" data-end=\"1336\"><strong data-start=\"1305\" data-end=\"1336\">3. Principales aprendizajes<\/strong><\/p>\n<p data-start=\"1338\" data-end=\"1525\">El estudio mostr\u00f3 que la fisioterapia est\u00e1 asociada principalmente a <strong data-start=\"1407\" data-end=\"1447\">recuperaci\u00f3n y tratamiento del dolor<\/strong>, aunque existe una oportunidad de posicionarla m\u00e1s en prevenci\u00f3n y bienestar.<\/p>\n<p data-start=\"1527\" data-end=\"1799\">Tambi\u00e9n revel\u00f3 que el Colegio es percibido como un <strong data-start=\"1578\" data-end=\"1620\">sello de calidad y defensa profesional<\/strong>, pero existe margen para mejorar su visibilidad p\u00fablica y reforzar su papel como referente institucional y educativo en el sector sanitario.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Medici\u00f3n de eficacia publicitaria y an\u00e1lisis cross-media&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; column_structure=&#8221;1_3,1_3,1_3&#8243;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||6px||&#8221;]<p data-start=\"396\" data-end=\"410\"><strong data-start=\"396\" data-end=\"410\">1. El reto<\/strong><\/p>\n<p data-start=\"412\" data-end=\"620\">Las marcas que utilizan plataformas de compra program\u00e1tica necesitan entender no solo cu\u00e1ntas impresiones generan sus campa\u00f1as, sino <strong data-start=\"545\" data-end=\"619\">qu\u00e9 impacto real tienen en alcance, frecuencia y resultados de negocio<\/strong>.<\/p>\n<p data-start=\"622\" data-end=\"854\">El reto era analizar la eficacia de distintas campa\u00f1as publicitarias para marcas que utilizaban la plataforma de illumin, evaluando el rendimiento de las estrategias de medios y su contribuci\u00f3n incremental dentro del mix de canales.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||9px||&#8221;]<p data-start=\"861\" data-end=\"879\"><strong data-start=\"861\" data-end=\"879\">2. El proyecto<\/strong><\/p>\n<p data-start=\"881\" data-end=\"1024\">Dise\u00f1o y desarrollo de <strong data-start=\"904\" data-end=\"969\">estudios de eficacia publicitaria para diferentes anunciantes<\/strong>, analizando el impacto real de sus campa\u00f1as digitales.<\/p>\n<p data-start=\"1026\" data-end=\"1050\">Los an\u00e1lisis incluyeron:<\/p>\n<ul data-start=\"1052\" data-end=\"1281\">\n<li data-start=\"1052\" data-end=\"1089\">\n<p data-start=\"1054\" data-end=\"1089\">medici\u00f3n de <strong data-start=\"1066\" data-end=\"1087\">reach &amp; frequency<\/strong><\/p>\n<\/li>\n<li data-start=\"1090\" data-end=\"1142\">\n<p data-start=\"1092\" data-end=\"1142\">an\u00e1lisis <strong data-start=\"1101\" data-end=\"1116\">cross-media<\/strong> entre distintos canales<\/p>\n<\/li>\n<li data-start=\"1143\" data-end=\"1224\">\n<p data-start=\"1145\" data-end=\"1224\">estudios de <strong data-start=\"1157\" data-end=\"1176\">incrementalidad<\/strong> para entender el impacto real de la inversi\u00f3n<\/p>\n<\/li>\n<li data-start=\"1225\" data-end=\"1281\">\n<p data-start=\"1227\" data-end=\"1281\">evaluaci\u00f3n de <strong data-start=\"1241\" data-end=\"1281\">performance y contribuci\u00f3n al funnel<\/strong><\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1283\" data-end=\"1399\">El objetivo era transformar los datos de campa\u00f1a en <strong data-start=\"1335\" data-end=\"1398\">insights accionables para optimizar la estrategia de medios<\/strong>.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||8px||&#8221;]<p data-start=\"1406\" data-end=\"1437\"><strong data-start=\"1406\" data-end=\"1437\">3. Principales aprendizajes<\/strong><\/p>\n<p data-start=\"1439\" data-end=\"1615\">Los estudios mostraron que la eficacia de una campa\u00f1a no depende \u00fanicamente del volumen de impresiones, sino de la <strong data-start=\"1554\" data-end=\"1614\">combinaci\u00f3n adecuada de canales, frecuencia y audiencias<\/strong>.<\/p>\n<p data-start=\"1617\" data-end=\"1850\">El an\u00e1lisis de incrementalidad y reach permiti\u00f3 identificar oportunidades de optimizaci\u00f3n en la distribuci\u00f3n de la inversi\u00f3n publicitaria, ayudando a las marcas a mejorar la eficiencia de sus campa\u00f1as y su impacto real en el negocio.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Dise\u00f1o de estrategia de marketing customer centric&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; column_structure=&#8221;1_3,1_3,1_3&#8243;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||9px||&#8221;]<p data-start=\"459\" data-end=\"473\"><strong data-start=\"459\" data-end=\"473\">1. El reto<\/strong><\/p>\n<p data-start=\"475\" data-end=\"762\">Una de las principales compa\u00f1\u00edas del sector asegurador en Espa\u00f1a necesitaba redefinir su estrategia de marketing para alinearla mejor con las necesidades reales de sus clientes y mejorar la coherencia entre las acciones comerciales, la experiencia del cliente y los objetivos de negocio.<\/p>\n<p data-start=\"764\" data-end=\"910\">El objetivo era construir un <strong data-start=\"793\" data-end=\"852\">plan de marketing basado en una visi\u00f3n customer centric<\/strong>, capaz de conectar estrategia, comunicaci\u00f3n y resultados.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||10px||&#8221;]<p data-start=\"917\" data-end=\"935\"><strong data-start=\"917\" data-end=\"935\">2. El proyecto<\/strong><\/p>\n<p data-start=\"937\" data-end=\"1058\">Acompa\u00f1amiento estrat\u00e9gico en el dise\u00f1o de un <strong data-start=\"983\" data-end=\"1027\">plan de marketing centrado en el cliente<\/strong>, estructurado en varias fases:<\/p>\n<ul data-start=\"1060\" data-end=\"1342\">\n<li data-start=\"1060\" data-end=\"1116\">\n<p data-start=\"1062\" data-end=\"1116\">an\u00e1lisis interno y externo del negocio y del mercado<\/p>\n<\/li>\n<li data-start=\"1117\" data-end=\"1166\">\n<p data-start=\"1119\" data-end=\"1166\">identificaci\u00f3n de <strong data-start=\"1137\" data-end=\"1158\">customer journeys<\/strong> clave<\/p>\n<\/li>\n<li data-start=\"1167\" data-end=\"1203\">\n<p data-start=\"1169\" data-end=\"1203\">definici\u00f3n de <strong data-start=\"1183\" data-end=\"1201\">buyer personas<\/strong><\/p>\n<\/li>\n<li data-start=\"1204\" data-end=\"1249\">\n<p data-start=\"1206\" data-end=\"1249\">establecimiento de objetivos estrat\u00e9gicos<\/p>\n<\/li>\n<li data-start=\"1250\" data-end=\"1292\">\n<p data-start=\"1252\" data-end=\"1292\">dise\u00f1o del plan de acci\u00f3n de marketing<\/p>\n<\/li>\n<li data-start=\"1293\" data-end=\"1342\">\n<p data-start=\"1295\" data-end=\"1342\">definici\u00f3n de <strong data-start=\"1309\" data-end=\"1342\">KPIs y sistema de seguimiento<\/strong><\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1344\" data-end=\"1450\">El proceso permiti\u00f3 alinear marketing, negocio y experiencia de cliente bajo una visi\u00f3n estrat\u00e9gica com\u00fan.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||13px||&#8221;]<p data-start=\"1457\" data-end=\"1488\"><strong data-start=\"1457\" data-end=\"1488\">3. Principales aprendizajes<\/strong><\/p>\n<p data-start=\"1490\" data-end=\"1649\">El proyecto permiti\u00f3 identificar oportunidades para mejorar la coherencia entre las necesidades del cliente, la propuesta de valor y las acciones de marketing.<\/p>\n<p data-start=\"1651\" data-end=\"1882\">La aplicaci\u00f3n de una metodolog\u00eda <strong data-start=\"1684\" data-end=\"1704\">customer centric<\/strong> ayud\u00f3 a priorizar iniciativas con mayor impacto, mejorar la orientaci\u00f3n al cliente dentro de la organizaci\u00f3n y definir m\u00e9tricas claras para evaluar el progreso de la estrategia.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Investigaci\u00f3n internacional sobre medici\u00f3n digital&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; column_structure=&#8221;1_3,1_3,1_3&#8243; custom_padding=&#8221;|||3px||&#8221;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||6px||&#8221;]<p data-start=\"252\" data-end=\"266\"><strong data-start=\"252\" data-end=\"266\">1. El reto<\/strong><\/p>\n<p data-start=\"268\" data-end=\"499\">Adform necesitaba entender c\u00f3mo estaban evolucionando las necesidades de medici\u00f3n y atribuci\u00f3n de sus clientes en un contexto marcado por la desaparici\u00f3n de las cookies de terceros y la creciente complejidad del ecosistema digital.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||9px||&#8221;]<p data-start=\"506\" data-end=\"524\"><strong data-start=\"506\" data-end=\"524\">2. El proyecto<\/strong><\/p>\n<p data-start=\"526\" data-end=\"711\">Dise\u00f1o y ejecuci\u00f3n de una <strong data-start=\"552\" data-end=\"599\">encuesta internacional a clientes de Adform<\/strong> para analizar m\u00e9tricas, herramientas de medici\u00f3n y modelos de atribuci\u00f3n utilizados por agencias y anunciantes.<\/p>\n<p data-start=\"713\" data-end=\"841\">El estudio cont\u00f3 con respuestas de profesionales del sector en <strong data-start=\"776\" data-end=\"789\">19 pa\u00edses<\/strong>, principalmente perfiles estrat\u00e9gicos y directivos.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||10px||&#8221;]<p data-start=\"848\" data-end=\"879\"><strong data-start=\"848\" data-end=\"879\">3. Principales aprendizajes<\/strong><\/p>\n<p data-start=\"881\" data-end=\"1112\">La investigaci\u00f3n mostr\u00f3 que las empresas siguen utilizando m\u00faltiples fuentes de medici\u00f3n y que los principales retos del sector est\u00e1n relacionados con la <strong data-start=\"1035\" data-end=\"1111\">atribuci\u00f3n, las discrepancias entre herramientas y la medici\u00f3n omnicanal<\/strong>.<\/p>\n<p data-start=\"1114\" data-end=\"1263\">Los resultados ayudaron a identificar las prioridades de los clientes y a orientar el desarrollo de soluciones de medici\u00f3n en un entorno sin cookies.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Estudio de mercado y benchmarking de costes industriales&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; column_structure=&#8221;1_3,1_3,1_3&#8243;][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||8px||&#8221;]<p data-start=\"335\" data-end=\"349\"><strong data-start=\"335\" data-end=\"349\">1. El reto<\/strong><\/p>\n<p data-start=\"351\" data-end=\"737\">Una empresa latinoamericana del sector papelero necesitaba evaluar la viabilidad de exportar <strong data-start=\"444\" data-end=\"487\">cartoncillo estucado al mercado europeo<\/strong>. Para ello era necesario estimar el <strong data-start=\"524\" data-end=\"583\">precio Ex-Works y la estructura de costes de producci\u00f3n<\/strong> en los principales pa\u00edses productores de Europa, con el fin de entender el posicionamiento competitivo del mercado.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||11px||&#8221;]<p data-start=\"744\" data-end=\"762\"><strong data-start=\"744\" data-end=\"762\">2. El proyecto<\/strong><\/p>\n<p data-start=\"764\" data-end=\"899\">Desarrollo de un <strong data-start=\"781\" data-end=\"839\">estudio de mercado industrial en cinco pa\u00edses europeos<\/strong> (Alemania, Austria, Suecia, Finlandia e Italia) analizando:<\/p>\n<ul data-start=\"901\" data-end=\"1158\">\n<li data-start=\"901\" data-end=\"959\">\n<p data-start=\"903\" data-end=\"959\">estructura de costes de producci\u00f3n del cart\u00f3n estucado<\/p>\n<\/li>\n<li data-start=\"960\" data-end=\"1005\">\n<p data-start=\"962\" data-end=\"1005\">precios de mercado y evoluci\u00f3n del sector<\/p>\n<\/li>\n<li data-start=\"1006\" data-end=\"1067\">\n<p data-start=\"1008\" data-end=\"1067\">an\u00e1lisis de fabricantes europeos y benchmarking de costes<\/p>\n<\/li>\n<li data-start=\"1068\" data-end=\"1158\">\n<p data-start=\"1070\" data-end=\"1158\">estimaci\u00f3n del <strong data-start=\"1085\" data-end=\"1104\">precio Ex-Works<\/strong> a partir de datos p\u00fablicos y referencias sectoriales.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1160\" data-end=\"1310\">El estudio combin\u00f3 <strong data-start=\"1179\" data-end=\"1309\">informaci\u00f3n financiera de fabricantes, benchmarks industriales y an\u00e1lisis de costes de materias primas, energ\u00eda y mano de obra<\/strong>.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; type=&#8221;1_3&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; border_color_all=&#8221;#EAFFEB&#8221; border_width_all=&#8221;5px&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; custom_padding=&#8221;|||10px||&#8221;]<p data-start=\"1317\" data-end=\"1348\"><strong data-start=\"1317\" data-end=\"1348\">3. Principales aprendizajes<\/strong><\/p>\n<p data-start=\"1350\" data-end=\"1517\">El an\u00e1lisis mostr\u00f3 que las <strong data-start=\"1377\" data-end=\"1432\">materias primas, la energ\u00eda y los costes operativos<\/strong> representan la mayor parte del coste de producci\u00f3n en la industria papelera europea.<\/p>\n<p data-start=\"1519\" data-end=\"1792\">La investigaci\u00f3n permiti\u00f3 estimar rangos realistas de <strong data-start=\"1573\" data-end=\"1616\">coste por tonelada y precios de mercado<\/strong>, ofreciendo una base estrat\u00e9gica para evaluar la competitividad de la empresa en el mercado europeo y apoyar la toma de decisiones en su estrategia de expansi\u00f3n internacional.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.24.0&#8243; _module_preset=&#8221;default&#8221;][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"<p>A lo largo de mi trayectoria he trabajado con empresas de distintos sectores ayud\u00e1ndolas a tomar decisiones estrat\u00e9gicas mejor fundamentadas. En esta secci\u00f3n comparto algunos ejemplos de proyectos reales en los que he participado: desde investigaciones de mercado para validar nuevos productos hasta iniciativas de estrategia de marketing o anal\u00edtica de datos para mejorar la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-512","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Proyectos de marketing y datos | Fernando Carri\u00f3n<\/title>\n<meta name=\"description\" content=\"Proyectos reales de marketing estrat\u00e9gico, investigaci\u00f3n de mercados y data analytics aplicados a negocio por Fernando Carri\u00f3n \ud83d\ude80\" \/>\n<meta name=\"robots\" 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