{"id":116724,"date":"2024-12-27T13:29:23","date_gmt":"2024-12-27T18:29:23","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=116724"},"modified":"2026-09-03T15:50:18","modified_gmt":"2026-09-03T20:50:18","slug":"blog","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/","title":{"rendered":"Blog"},"content":{"rendered":"\n<style>\n    :root {\n        \n                    --regular-image-url: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Insights-header-hero.png');\n        \n            }\n<\/style>\n\n\n<header id=\"blog-hero-internal\" data-role=\"blog-hero-block\">\n    <div class=\"blog-hero-breadcrumb container max-1448\">\n        <a href=\"https:\/\/www.dacgroup.com\/es\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a href=\"https:\/\/www.dacgroup.com\/es\/descubre\/\">Descubre<\/a>    <\/div>\n    <div class=\"text-content\">\n\n            <h1 class=\"title\">\n            El blog de DAC        <\/h1>\n        \n                    <div class=\"description-container\">\n                <p class=\"description\">\n                    Mant\u00e9nte informado con informaci\u00f3n pr\u00e1ctica, estrategias de expertos e ideas innovadoras para impulsar el \u00e9xito de tu marketing.                <\/p>\n            <\/div>\n        \n    <\/div>\n<\/header>\n\n\n<script>\n    window.see_all_label = 'SEE ALL';\n    window.encodedPosts = [{\"id\":164135,\"title\":\"\u00daltimas innovaciones en Google AI Overviews: c\u00f3mo conseguir que tu contenido sea citado\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/search-optimization\\\/google-ai-overviews-como-conseguir-que-tu-contenido-sea-citado\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimizaci\u00f3n en Buscadores\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/search-optimization\\\/\"}],\"related_info\":{\"author\":\"Michael McManus\",\"publishedDate\":\"14 de agosto de 2026\",\"read_time\":\"10 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/Latest-Innovations-in-Google-AI-Overviews-875x438-Blog1-1.jpg\"},{\"id\":163615,\"title\":\"En qu\u00e9 se equivocan los profesionales del marketing respecto a la frecuencia publicitaria\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/analytics\\\/lo-que-los-profesionales-del-marketing-entienden-mal-sobre-la-frecuencia-publicitaria\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove Analytics\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/analytics\\\/\"}],\"related_info\":{\"author\":\"Gavin Bowick\",\"publishedDate\":\"30 de julio de 2026\",\"read_time\":\"14 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en redes sociales para las marcas y los anunciantes\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/paid-media\\\/restricciones-de-edad-en-redes-sociales-marcas-anunciantes\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Medios de Full-Funnel\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Jenna Watson\",\"publishedDate\":\"03 de julio de 2026\",\"read_time\":\"12 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Social-media-age-restrictions-Blog1-875x438-1.jpg\"},{\"id\":162473,\"title\":\"La IA no soluciona los problemas derivados de unos datos de cliente deficientes: \u00bfPor qu\u00e9 la preparaci\u00f3n del CRM es clave para el 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Full-Funnel\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Victoria Khinevich\",\"publishedDate\":\"28 de mayo de 2026\",\"read_time\":\"9 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/GML-Blog1-875x438-1.jpg\"},{\"id\":161624,\"title\":\"El cambio en los contenidos de YouTube que las marcas no pueden ignorar\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/search-optimization\\\/cambio-en-el-contenido-de-youtube-que-las-marcas-no-pueden-ignorar\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimizaci\u00f3n en Buscadores\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/search-optimization\\\/\"}],\"related_info\":{\"author\":\"Vincent DeLuca\",\"publishedDate\":\"06 de mayo de 2026\",\"read_time\":\"14 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\"},{\"id\":161268,\"title\":\"LA IA ag\u00e9ntica\u00a0ya est\u00e1\u00a0transformando\u00a0el\u00a0search, el\u00a0paid\u00a0media ser\u00e1 lo siguiente\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/paid-media\\\/ia-agentiva-transforma-search-paid-media\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Medios de Full-Funnel\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/es\\\/descubre\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Jenna Watson\",\"publishedDate\":\"15 de abril de 2026\",\"read_time\":\"9 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\"}];\n    window.cta_label = 'Seguir leyendo'\n<\/script>\n\n<section 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                   <\/a>\n\n                    <div class=\"post-related-tags\">\n\n                                                    <div class=\"post-date\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                02 de octubre de 2026                            <\/div>\n                        \n                                                    <div class=\"post-author\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"white\" \/>\n                                        <path\n                                            d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\"\n                                            stroke=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                Ahmed Aden                            <\/div>\n                        \n                        \n                        \n                    <\/div>\n\n                    <div class=\"main-post-text-content\">\n                                                 <p>\n                            Se lanz\u00f3 la campa\u00f1a, llegaron los leads, pero las ventas no alcanzaron los objetivos. Entonces, \u00bfqu\u00e9 fall\u00f3? Para los directores de marketing que gestionan redes de franquicias, concesionarios o distribuidores, la respuesta no siempre es sencilla. Es posible que la campa\u00f1a haya conseguido generar demanda, pero que los clientes potenciales se hayan encontrado despu\u00e9s con problemas de disponibilidad, un seguimiento poco \u00e1gil u otras barreras a nivel local. Del mismo modo, unos buenos resultados de ventas en un mercado concreto pueden deberse a factores que poco o nada tienen que ver con la campa\u00f1a. Por eso, la pregunta no es simplemente si el marketing funcion\u00f3, sino: \u00bfen qu\u00e9 punto se transform\u00f3 la oportunidad en valor y en cu\u00e1l se perdi\u00f3? Analizar la inversi\u00f3n en marketing a nivel nacional junto con lo que ocurre en cada mercado permite entender mejor el rendimiento y tomar decisiones m\u00e1s acertadas sobre la estrategia, los medios y la asignaci\u00f3n del presupuesto. \u00bfEstrategia global o ejecuci\u00f3n local? Para las marcas con presencia en m\u00faltiples mercados, no deber\u00eda ser necesario elegir entre una y otra. Hay decisiones que funcionan mejor cuando se toman de forma centralizada y otras que requieren una adaptaci\u00f3n a las particularidades de cada mercado. El modelo m\u00e1s s\u00f3lido suele combinar una estrategia com\u00fan para toda la organizaci\u00f3n con cierto grado de flexibilidad para aprovechar las oportunidades a nivel local. Una estrategia de marketing centralizada aporta una escala, coherencia y visi\u00f3n compartida que ser\u00eda dif\u00edcil alcanzar si cada mercado operase de forma independiente. Aspectos como la estrategia de negocio y de marketing, la definici\u00f3n de audiencias, los conceptos de campa\u00f1a, la medici\u00f3n, la tecnolog\u00eda o la gesti\u00f3n de medios se benefician de un enfoque com\u00fan. Adem\u00e1s, la centralizaci\u00f3n permite compartir recursos creativos, datos, conocimiento especializado y aprendizajes entre los distintos mercados, as\u00ed como optimizar la inversi\u00f3n en medios gracias a una mayor capacidad de negociaci\u00f3n. Sin embargo, partir de una estrategia com\u00fan no significa aplicarla de la misma manera en todos los mercados. La demanda, la competencia, los costes de los medios, el comportamiento de los clientes o la capacidad operativa pueden variar considerablemente de un mercado a otro. Por eso, en funci\u00f3n de las circunstancias, las marcas pueden necesitar adaptar: Inversi\u00f3n y mix de medios, incluyendo la distribuci\u00f3n del presupuesto, el peso de cada campa\u00f1a y la selecci\u00f3n de canales. Segmentaci\u00f3n y audiencias, incluyendo la cobertura geogr\u00e1fica y la priorizaci\u00f3n de los distintos p\u00fablicos. Mensajes y timing, incluyendo promociones, llamadas a la acci\u00f3n y la adaptaci\u00f3n a eventos locales o a las acciones de la competencia. Inversi\u00f3n en funci\u00f3n de la capacidad operativa, evitando generar, a trav\u00e9s de los medios, una demanda que el mercado local no pueda absorber. Hay una distinci\u00f3n importante aqu\u00ed: la localizaci\u00f3n no debe significar permitir que cada ubicaci\u00f3n desarrolle su propia estrategia inconexa. La flexibilidad local debe operar dentro de un marco acordado, utilizando reglas de decisi\u00f3n comunes y datos emp\u00edricos para determinar cu\u00e1ndo y c\u00f3mo debe cambiar la ejecuci\u00f3n. Una estructura coherente puede \u2014y debe\u2014 dar lugar a decisiones diferentes en distintos mercados, o localizaciones, cuando la oportunidad lo justifique. C\u00f3mo vincular la inversi\u00f3n en marketing con los resultados a nivel local Analizar \u00fanicamente el principio y el final del recorrido del cliente puede llevar a conclusiones equivocadas. Cuando las ventas no alcanzan las expectativas, los resultados de las campa\u00f1as y los ingresos nos muestran qu\u00e9 ha ocurrido en dos momentos concretos del recorrido, pero no explican necesariamente qu\u00e9 ha pasado entre ambos. Para las marcas con presencia en m\u00faltiples mercados, el recorrido podr\u00eda ser algo as\u00ed: Inversi\u00f3n en medios \u2192 demanda e interacci\u00f3n \u2192 lead o consulta \u2192 capacidad disponible \u2192 reserva o cita \u2192 venta \u2192 ingresos La estrategia de marketing genera o capta una oportunidad, pero despu\u00e9s los equipos locales deben ser capaces de atender esa demanda y convertirla en una venta. Para entender realmente el rendimiento, es necesario conectar los datos de todo el recorrido, en lugar de valorar los resultados \u00fanicamente por lo que ocurre al principio o al final del proceso. \u00bfGener\u00f3 el marketing una demanda cualificada? Empecemos por el propio marketing. \u00bfD\u00f3nde se destin\u00f3 la inversi\u00f3n? \u00bfQu\u00e9 ubicaciones y \u00e1reas de influencia se promocionaron? Y, lo m\u00e1s importante, \u00bfgener\u00f3 esa inversi\u00f3n una demanda significativa? El aumento de las b\u00fasquedas de la marca, el tr\u00e1fico en la web, las llamadas, las visitas a tienda o las consultas puede indicar que el marketing est\u00e1 cumpliendo su funci\u00f3n, pero el volumen por s\u00ed solo no lo dice todo. Las marcas tambi\u00e9n deben comprender si esa demanda fue incremental y si el mayor inter\u00e9s se tradujo en clientes potenciales v\u00e1lidos con los que se pudiera contactar. La calidad de los clientes potenciales tambi\u00e9n puede variar significativamente seg\u00fan el mercado, el canal o la campa\u00f1a. \u00bfPod\u00eda la red local dar cabida a esa demanda? Generar demanda solo crea valor si la empresa tiene capacidad para satisfacerla. \u00bfHab\u00eda realmente disponibilidad de citas, productos, personal o servicios? \u00bfCon qu\u00e9 rapidez pod\u00edan los clientes reservar o recibir una respuesta? Aqu\u00ed es donde una campa\u00f1a que parece exitosa desde el punto de vista de los medios puede encontrarse con dificultades. Puede que el equipo de marketing est\u00e9 generando mucho inter\u00e9s, pero si los clientes se enfrentan a largos tiempos de espera, una disponibilidad limitada de productos o un seguimiento lento, es posible que esa demanda nunca llegue a convertirse en ingresos. Por lo tanto, los datos de capacidad deben formar parte del an\u00e1lisis del rendimiento. Identificar d\u00f3nde la demanda supera la disponibilidad puede ayudar a las marcas a evitar aumentar la inversi\u00f3n en aquellos casos en los que es poco probable que una mayor presencia en los medios se traduzca en ingresos adicionales. \u00bfSe convirti\u00f3 esa oportunidad en ingresos? Por \u00faltimo, \u00bfqu\u00e9 ocurri\u00f3 con las oportunidades que la empresa pudo atender? \u00bfCon qu\u00e9 rapidez se dio respuesta a las consultas? \u00bfQu\u00e9 proporci\u00f3n se convirti\u00f3 en citas, visitas o reservas, y cu\u00e1ntas de ellas se tradujeron finalmente en ventas? Comparar las tasas de conversi\u00f3n entre las distintas ubicaciones puede revelar d\u00f3nde se est\u00e1n perdiendo oportunidades valiosas. Unos resultados de ingresos d\u00e9biles no significan necesariamente que la campa\u00f1a haya fracasado. Es posible que el marketing haya generado una demanda valiosa que, debido a una capacidad limitada, una disponibilidad insuficiente o un seguimiento deficiente, no haya llegado a traducirse en ingresos. Del mismo modo, unas ventas locales s\u00f3lidas no demuestran que sean consecuencia del marketing; la demanda existente, la estacionalidad, la madurez de cada ubicaci\u00f3n, la actividad de la competencia y otros factores empresariales tambi\u00e9n pueden haber influido. No se trata de eximir de responsabilidad al departamento de marketing ni de culpar a los equipos locales. Se trata de identificar el punto concreto en el que se gener\u00f3, se redujo o se perdi\u00f3 valor potencial, para que la empresa pueda abordar el problema adecuado. Crea un marco de medici\u00f3n fiable para todas los puntos de venta Vincular la actividad de marketing con los resultados locales solo funciona si todas las ubicaciones se miden de forma coherente. Si una ubicaci\u00f3n denomina \u00abcliente potencial\u00bb a una interacci\u00f3n que otra clasifica como \u00abconsulta\u00bb, las comparaciones pierden fiabilidad r\u00e1pidamente. Las diferencias aparentes en el rendimiento pueden deberse m\u00e1s a distintas definiciones, m\u00e9todos de recopilaci\u00f3n de datos, reglas de atribuci\u00f3n o pr\u00e1cticas de elaboraci\u00f3n de informes que a diferencias significativas entre mercados. 1. Estandariza los fundamentos Empieza por definir una estrategia com\u00fan para todas las ubicaciones, as\u00ed como unos l\u00edmites geogr\u00e1ficos o \u00e1reas de influencia claramente establecidos. Las marcas tambi\u00e9n necesitan definiciones estandarizadas de \u00abclientes potenciales\u00bb, \u00abconsultas\u00bb, \u00abreservas\u00bb, \u00abcitas\u00bb, \u00abventas\u00bb e \u00abingresos\u00bb, adem\u00e1s de taxonom\u00edas de campa\u00f1a coherentes, per\u00edodos de an\u00e1lisis, ventanas de atribuci\u00f3n y reglas para gestionar los clientes potenciales duplicados, las cancelaciones, los clientes recurrentes y la falta de datos. Puede que no sea la parte m\u00e1s atractiva de la estrategia de medici\u00f3n, pero estas normas son fundamentales. Establecen un lenguaje com\u00fan en toda la red, lo que permite a los profesionales del marketing comparar el rendimiento entre ubicaciones con mayor confianza. 2. Conectar todo el recorrido del cliente El siguiente paso consiste en integrar datos que a menudo se gestionan por separado. Los indicadores de marketing, como el alcance, la actividad de b\u00fasqueda, el tr\u00e1fico, el volumen de clientes potenciales y el coste por cliente potencial o por transacci\u00f3n, deben vincularse con resultados de negocio relacionados con la generaci\u00f3n de ingresos, como las compras o los clientes potenciales cualificados. Los datos operativos a\u00f1aden otra capa fundamental. La disponibilidad de citas, la utilizaci\u00f3n de la capacidad, la rapidez en el seguimiento de los clientes potenciales, las tasas de contacto, los tiempos de espera y las cancelaciones pueden ayudar a explicar por qu\u00e9 niveles similares de demanda generada por el marketing producen resultados muy diferentes entre ubicaciones. Los datos comerciales \u2014como la conversi\u00f3n de clientes potenciales en ventas, el valor medio de las transacciones, los ingresos, la rentabilidad y, cuando resulte relevante, el valor del ciclo de vida del cliente\u2014 permiten determinar si esa actividad acab\u00f3 generando valor para el negocio. 3. Separar la actividad del impacto empresarial Una vez conectadas estas se\u00f1ales, los profesionales del marketing pueden empezar a responder a cuatro preguntas diferentes: Actividad: \u00bfQu\u00e9 resultados ha obtenido la campa\u00f1a? Respuesta: \u00bfQu\u00e9 hicieron los clientes? Conversi\u00f3n: \u00bfCon qu\u00e9 eficacia gestion\u00f3 la empresa esa respuesta? Incrementalidad: \u00bfQu\u00e9 ocurri\u00f3 gracias al marketing que, de otro modo, no habr\u00eda ocurrido? Aqu\u00ed es donde el marco adquiere verdadero valor para la toma de decisiones. Un mercado con un alto nivel de interacci\u00f3n, pero con una capacidad limitada, puede necesitar una soluci\u00f3n operativa en lugar de una mayor inversi\u00f3n en medios. Por el contrario, una ubicaci\u00f3n con capacidad disponible pero poca demanda puede ser precisamente aquella en la que tenga sentido aumentar la inversi\u00f3n en marketing. Por lo tanto, un marco de medici\u00f3n com\u00fan no solo mejora la elaboraci\u00f3n de informes. Tambi\u00e9n proporciona a los equipos nacionales y locales una visi\u00f3n compartida del rendimiento, que les permite identificar d\u00f3nde una inversi\u00f3n adicional puede impulsar el crecimiento, d\u00f3nde es necesario mejorar la ejecuci\u00f3n y d\u00f3nde un mayor gasto simplemente agravar\u00eda una limitaci\u00f3n ya existente. Lo que deben hacer ahora los profesionales del marketing Entonces, \u00bffracas\u00f3 la campa\u00f1a de marketing o fue la red local la que no logr\u00f3 convertir esa demanda en resultados? A veces, la respuesta estar\u00e1 en el marketing; otras, en la ejecuci\u00f3n local. Y, a menudo, ser\u00e1 una combinaci\u00f3n de ambos factores. Para las marcas distribuidas, el enfoque m\u00e1s s\u00f3lido consiste en combinar una estrategia coherente con una flexibilidad local bien orientada y, a partir de ah\u00ed, conectar los datos de medios, operativos y comerciales para comprender qu\u00e9 impulsa realmente el rendimiento. Esta visibilidad permite distinguir entre un problema de demanda y uno de capacidad, entre una oportunidad de marketing y un reto de conversi\u00f3n, y entre un mercado que justifica una inversi\u00f3n adicional y otro en el que una mayor inversi\u00f3n en medios simplemente agravar\u00eda una limitaci\u00f3n ya existente. En DAC, ayudamos a las marcas a conectar la estrategia con la ejecuci\u00f3n local, los datos y la medici\u00f3n para identificar d\u00f3nde se genera demanda y d\u00f3nde se pierde valor potencial. Al contar con una visi\u00f3n compartida del rendimiento en todas sus ubicaciones, los profesionales del marketing pueden tomar decisiones m\u00e1s acertadas sobre d\u00f3nde y c\u00f3mo invertir para impulsar el crecimiento.                        <\/p>\n                    <\/div>\n\n                    <a href=\"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/paid-media\/fracaso-de-la-estrategia-de-marketing-o-fallo-en-su-ejecucion-local\/\" class=\"custom-cta\">\n                        Seguir leyendo                    <\/a>\n                <\/div>\n\n            <\/div>\n\n            \n            <div data-role=\"related-content-list\" class=\"max-w-1400\">\n            <div class=\"cards-row\">\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/08\/AI-Search-Local-Choice-How-Restaurant-Brands-Win-Location-by-Location-Blog1-875x438-1.jpg\" alt=\"B\u00fasqueda con IA, elecci\u00f3n local: c\u00f3mo las marcas de restaurantes triunfan local por local\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/local-search\/busqueda-con-ia-eleccion-local-como-las-marcas-de-restauracion-ganan-local-por-local\/\">B\u00fasqueda con IA, elecci\u00f3n local: c\u00f3mo las marcas de restaurantes triunfan local por local<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    17 de septiembre de 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Kyle Harris\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Kyle Harris                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/local-search\/\">B\u00fasqueda local<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/09\/ChatGPT-Ads-Blog1-875x438-1.jpg\" alt=\"Anuncios en ChatGPT: una oportunidad emergente, pero no una alternativa a los canales de performance\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/paid-media\/chatgpt-ads-emerging-consideration-opportunity\/\">Anuncios en ChatGPT: una oportunidad emergente, pero no una alternativa a los canales de performance<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    16 de septiembre de 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Zhenya Brisker\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Zhenya Brisker                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/paid-media\/\">Medios de Full-Funnel<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/09\/Free-Token-Lunch-Blog1-875x438-1.jpg\" alt=\"La era de los tokens gratis en los LLM ha terminado\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/analytics\/se-acabaron-los-tokens-gratis-la-eficiencia-llega-al-uso-de-la-ia\/\">La era de los tokens gratis en los LLM ha terminado<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    03 de septiembre de 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Dan Temby\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Dan Temby                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/analytics\/\">Proove Analytics<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                            <\/div>\n\n            <div data-role=\"email-subscription-container\" class=\"w-100 email-area\">\n                <div class=\"form\">\n                    <div class=\"d-flex flex-column text-content\">\n                        <h4>\n                            Nuestra Newsletter                        <\/h4>\n                        <p class=\"subtitle\">\n                            Recibe en tu bandeja de entrada informaci\u00f3n<br class=\"d-none d-lg-block\"> exclusiva sobre lo m\u00e1s relevante<br class=\"d-none d-lg-block\"> del marketing digital.                        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