{"id":8608,"date":"2024-06-28T10:41:37","date_gmt":"2024-06-28T08:41:37","guid":{"rendered":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?p=8608"},"modified":"2024-06-28T10:45:56","modified_gmt":"2024-06-28T08:45:56","slug":"data-layer","status":"publish","type":"post","link":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/data-layer","title":{"rendered":"Data layer en marketing digital: todo lo que debes saber"},"content":{"rendered":"\n<p>El <strong>marketing digital<\/strong> avanza a pasos agigantados, y mantenerse al d\u00eda con las \u00faltimas tecnolog<strong>\u00edas<\/strong> es crucial. Una de estas tecnolog\u00edas que ha ganado importancia en los \u00faltimos a\u00f1os es el <strong>Data Layer<\/strong>. Si te preguntas qu\u00e9 es, c\u00f3mo <strong>implementarlo<\/strong> y c\u00f3mo crear variables de <strong>capa de datos<\/strong>, \u00a1sigue leyendo! Aqu\u00ed te lo explico de manera sencilla y pr\u00e1ctica.\u00a0<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/data-layer\/#_%C2%BFQue_es_el_Data_Layer\" title=\"\u00a0\u00bfQu\u00e9 es el Data Layer?\">\u00a0\u00bfQu\u00e9 es el Data Layer?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/data-layer\/#_%C2%BFComo_implementar_un_Data_Layer\" title=\"\u00a0\u00bfC\u00f3mo implementar un Data Layer?\">\u00a0\u00bfC\u00f3mo implementar un Data Layer?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/data-layer\/#_%C2%BFComo_crear_variables_de_capa_de_datos\" title=\"\u00a0\u00bfC\u00f3mo crear variables de capa de datos?\">\u00a0\u00bfC\u00f3mo crear variables de capa de datos?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/data-layer\/#Mantenimiento_y_gestion_del_Data_Layer\" title=\"Mantenimiento y gesti\u00f3n del Data Layer\">Mantenimiento y gesti\u00f3n del Data Layer<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/data-layer\/#Usos_del_Data_Layer_en_marketing_digital\" title=\"Usos del Data Layer en marketing digital\">Usos del Data Layer en marketing digital<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/data-layer\/#Conclusion_sobre_el_Data_Layer\" title=\"Conclusi\u00f3n sobre el Data Layer\">Conclusi\u00f3n sobre el Data Layer<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"_%C2%BFQue_es_el_Data_Layer\"><\/span><strong>\u00a0\u00bfQu\u00e9 es el Data Layer?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El <strong>Data Layer, o capa de datos<\/strong>, es una capa de c\u00f3digo en tu sitio web que act\u00faa como un <strong>intermediario entre tu web y las herramientas de seguimiento y an\u00e1lisis, como Google Tag Manager (GTM).<\/strong> En t\u00e9rminos simples, es una especie de contenedor donde se almacenan datos importantes que quieres enviar a tus herramientas de marketing y an\u00e1lisis.<\/p>\n<p>El <strong>Data Layer<\/strong> toma informaci\u00f3n clave de tu web (como datos de transacciones, interacciones de usuarios, etc.) y se la entrega ordenadamente a herramientas como <a title=\"GTM\" href=\"https:\/\/marketingplatform.google.com\/intl\/es\/about\/tag-manager\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">GTM<\/a>. Esto facilita mucho la <strong>gesti\u00f3n de datos<\/strong> y mejora la <strong>precisi\u00f3n de tu anal\u00edtica web<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"_%C2%BFComo_implementar_un_Data_Layer\"><\/span><strong>\u00a0\u00bfC\u00f3mo implementar un Data Layer?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Implementar un Data Layer<\/strong> es una tarea t\u00e9cnica, pero con las <strong>herramientas adecuadas<\/strong> puedes hacerlo sin mayores complicaciones. Sigue estos <strong>pasos b\u00e1sicos<\/strong>:<\/p>\n<ol>\n<li><strong>Define los datos a rastrear:<\/strong> lo primero es identificar qu\u00e9 datos necesitas enviar a tus herramientas de an\u00e1lisis. Pueden ser datos de transacciones, interacciones de usuarios, clics en botones, etc<\/li>\n<li><strong> Configura el Data Layer en tu web:<\/strong> debes a\u00f1adir un c\u00f3digo espec\u00edfico en el encabezado de las p\u00e1ginas de tu web donde quieres recopilar datos<\/li>\n<li><strong> Usa Google Tag Manager (GTM):<\/strong> una vez que tu Data Layer est\u00e1 configurado, utiliza GTM para recoger esos datos y enviarlos a tus herramientas de marketing y an\u00e1lisis<\/li>\n<\/ol>\n<h3><span class=\"ez-toc-section\" id=\"_%C2%BFComo_crear_variables_de_capa_de_datos\"><\/span><strong>\u00a0\u00bfC\u00f3mo crear variables de capa de datos?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Una vez que tienes tu <strong>Data Layer en funcionamiento<\/strong>, el siguiente paso es <strong>crear variables que GTM<\/strong> puede usar para hacer un seguimiento de los datos espec\u00edficos. Aqu\u00ed te explico <strong>c\u00f3mo hacerlo<\/strong>:<\/p>\n<ol>\n<li><strong>Accede a GTM<\/strong> y selecciona el contenedor correspondiente<\/li>\n<li>Ve a la <strong>secci\u00f3n de variables<\/strong> y selecciona \u201cNueva\u201d<\/li>\n<li>Asigna un <strong>nombre a tu variable y config\u00farala<\/strong> para que recoja los datos que has definido previamente en tu Data Layer<\/li>\n<\/ol>\n<p>Con estos sencillos pasos podr\u00e1s entender y manejar los datos de manera eficiente para tus labores de anal\u00edtica web.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mantenimiento_y_gestion_del_Data_Layer\"><\/span><strong>Mantenimiento y gesti\u00f3n del Data Layer<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Una vez hemos <strong>implementado correctamente nuestro Data Layer<\/strong> la tarea no acaba ah\u00ed. Deberemos realizar una serie de acciones para asegurar la <strong>utilidad de nuestra capa de datos a lo largo del tiempo<\/strong>. Sigue estas <strong>buenas pr\u00e1cticas:<\/strong><\/p>\n<ol>\n<li>Mant\u00e9n una documentaci\u00f3n <strong>completa y actualizada de todas las variables<\/strong> y datos que manejas en tu Data Layer<\/li>\n<li>Realiza <strong>auditor\u00edas peri\u00f3dicas<\/strong> de tu Data Layer para asegurar que los datos se recopilan y transmiten correctamente. Verifica que no haya <strong>duplicidad de datos<\/strong> y que todos los eventos y variables est\u00e9n funcionando correctamente<\/li>\n<li>Guarda <strong>copias de seguridad peri\u00f3dicas<\/strong> y tras cualquier cambio importante que realices en tu Data Layer, esto te permitir\u00e1 revertir cambios si algo sale mal<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Usos_del_Data_Layer_en_marketing_digital\"><\/span><strong>Usos del Data Layer en marketing digital<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El <strong>potencial del Data Layer<\/strong> es muy grande si se usa con objetivos de marketing digital. A continuaci\u00f3n te explico algunos usos para <strong>sacarle el m\u00e1ximo provecho.<\/strong><\/p>\n<ol>\n<li><strong> Segmentaci\u00f3n avanzada:<\/strong> aprovecha los datos del Data Layer para crear segmentos de usuarios basados en interacciones anteriores, comportamiento web y datos demogr\u00e1ficos<\/li>\n<li><strong> Optimizaci\u00f3n del Funnel:<\/strong> utiliza el Data Layer para rastrear cada paso del embudo de conversi\u00f3n, detectar puntos cr\u00edticos de abandono y realizar ajustes con alta precisi\u00f3n<\/li>\n<li><strong> Testeo A\/B:<\/strong> gracias a las funciones avanzadas de segmentaci\u00f3n puedes realizar pruebas m\u00e1s complejas y obtener insights sobre el comportamiento de los usuarios ante diferentes campa\u00f1as<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion_sobre_el_Data_Layer\"><\/span>Conclusi\u00f3n sobre el Data Layer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El <strong>Data Layer<\/strong> es una <strong>herramienta muy vers\u00e1til y \u00fatil<\/strong> que puede transformar la forma en la que analizas tu tr\u00e1fico web. Su implantaci\u00f3n te permite <strong>recopilar, organizar y utilizar datos<\/strong> de manera m\u00e1s precisa y efectiva, adem\u00e1s de optimizar tus <strong>campa\u00f1as de marketing digital<\/strong>. \u00bfEst\u00e1s aplicando las tecnolog\u00edas disponibles en tu negocio? Entonces nuestro <a title=\"art\u00edculo sobre Los Peligros de la IA en el Marketing\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/peligros-ia-marketing\/\" target=\"_blank\" rel=\"noopener\">art\u00edculo sobre Los Peligros de la IA en el Marketing<\/a> te interesa.<\/p>\n<p>Esta tecnolog\u00eda supone un nuevo paradigma en el <strong>an\u00e1lisis de datos<\/strong> en un negocio, y abre las puertas a todo tipo de <strong>innovaciones en procesos de marketing digital,<\/strong> como la automatizaci\u00f3n, el testeo de diferentes campa\u00f1as, el <strong>retargeting y la segmentaci\u00f3n<\/strong>. Conocer a nuestros <strong>clientes y analizar en detalle<\/strong> nuestras campa\u00f1as es la mejor forma de garantizar el <strong>\u00e9xito de nuestro negocio digital<\/strong>. \u00bfQuieres implantar esta y otras tecnolog\u00edas clave en tu estrategia? No te pierdas nuestro <strong><a title=\"Master en Marketing Digital y Social Media\" href=\"https:\/\/www.inesem.es\/Master-Marketing-Digital-Y-Social-Media\" target=\"_blank\" rel=\"noopener\">M\u00e1ster en Marketing Digital y Social Media<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Data Layer es una tecnolog\u00eda clave para el \u00e9xito de la anal\u00edtica web y la segmentaci\u00f3n de clientes digitalesl. \u00a1Aprende a usarlo aqu\u00ed!<\/p>\n","protected":false},"author":91944,"featured_media":8620,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"class_list":["post-8608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-y-publicidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Data Layer en Marketing 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