{"id":17649,"date":"2025-08-15T14:09:39","date_gmt":"2025-08-15T14:09:39","guid":{"rendered":"https:\/\/club.involves.com\/es\/?p=17649"},"modified":"2025-08-15T20:09:51","modified_gmt":"2025-08-15T20:09:51","slug":"mide-el-roi-de-tus-acciones-de-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/mide-el-roi-de-tus-acciones-de-trade-marketing\/","title":{"rendered":"Mide el ROI de tus acciones de trade marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">En las <\/span><a href=\"https:\/\/club.involves.com\/es\/roi-trade-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">estrategias de trade marketing<\/span><\/a><span style=\"font-weight: 400;\"> no basta con \u201cponer bonita\u201d la exhibici\u00f3n o lanzar una activaci\u00f3n llamativa. Si quieres que tu inversi\u00f3n realmente valga la pena y sea 100% aprovechada, necesitas s\u00ed o s\u00ed medir su retorno. Y para eso, el <\/span><a href=\"https:\/\/club.involves.com\/es\/roi-en-trade-marketing-que-es-y-por-que-deberias-medirlo\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ROI (Return on Investment) <\/span><\/a><span style=\"font-weight: 400;\">se vuelve tu mejor aliado\u2026 siempre y cuando sepas qu\u00e9 indicadores seguir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En esta peque\u00f1a gu\u00eda te voy a contar cu\u00e1les son los indicadores clave para medir el ROI de tus acciones de trade marketing, con ejemplos pr\u00e1cticos y un enfoque pensado en arrasar en los puntos de venta mexicanos.<\/span><\/p>\n<h2><b>First things, first: \u00bfpor qu\u00e9 es importante medir el ROI en trade marketing?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">En M\u00e9xico y toda Latinoam\u00e9rica, donde cada vez estamos expuestos a m\u00e1s marcas, m\u00e1s est\u00edmulos y una competencia cada vez m\u00e1s feroz, invertir sin medir es como manejar con los ojos cerrados.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Medir el ROI te permite:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Saber si tus acciones realmente est\u00e1n generando ventas<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Justificar tu inversi\u00f3n ante directivos o clientes<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identificar qu\u00e9 t\u00e1cticas funcionan y cu\u00e1les no<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimizar recursos y presupuesto<\/span><\/li>\n<\/ul>\n<h2><b>Indicadores clave para medir el ROI de tus acciones de trade marketing\u00a0<\/b><\/h2>\n<h2><a href=\"https:\/\/club.involves.com\/es\/sell-in-o-sell-out-que-estrategia-elegir-para-tu-marca-en-retail\/\" target=\"_blank\" rel=\"noopener\"><b>1. Sell-out<\/b><\/a><\/h2>\n<p><span style=\"font-weight: 400;\">Es el indicador por excelencia para medir el impacto real de tus acciones. El sell-out muestra cu\u00e1ntos productos se vendieron al consumidor final en un per\u00edodo determinado.<\/span><\/p>\n<p><b>\u00bfPor qu\u00e9 es clave? <\/b><span style=\"font-weight: 400;\">No importa cu\u00e1nto hayas vendido al distribuidor (sell-in) si el producto no rota en el anaquel.<\/span><\/p>\n<p><b>\u00bfC\u00f3mo medirlo? <\/b><span style=\"font-weight: 400;\">Usa datos de portales B2B, sistemas del retail o herramientas como <\/span><a href=\"https:\/\/involves.com\/es\/stage\/retail-analytics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Involves Retail Analytics<\/span><\/a><span style=\"font-weight: 400;\"> para obtener cifras actualizadas por d\u00eda, semana o mes.<\/span><\/p>\n<h2><a href=\"https:\/\/club.involves.com\/es\/on-shelf-availability\/\" target=\"_blank\" rel=\"noopener\"><b>2. On-Shelf Availability (OSA)<\/b><\/a><\/h2>\n<p><span style=\"font-weight: 400;\">El OSA mide si tu producto est\u00e1 disponible y visible en el anaquel cuando el cliente lo busca.<\/span><\/p>\n<p><b>\u00bfPor qu\u00e9 es clave? <\/b><span style=\"font-weight: 400;\">Un bajo OSA significa ventas perdidas y clientes que se van con la competencia.<\/span><\/p>\n<p><b>\u00bfC\u00f3mo medirlo? <\/b><span style=\"font-weight: 400;\">Auditor\u00edas en campo, fotos georreferenciadas y reportes diarios de tu equipo en el punto de venta.<\/span><b><\/b><\/p>\n<h2><a href=\"https:\/\/club.involves.com\/es\/gestion-de-inventario-como-evitar-quiebres-de-stock\/\" target=\"_blank\" rel=\"noopener\"><b>3. Rotaci\u00f3n de inventario<\/b><\/a><\/h2>\n<p><span style=\"font-weight: 400;\">Indica la velocidad con la que tu inventario se vende y se repone.<\/span><\/p>\n<p><b>\u00bfPor qu\u00e9 es clave? <\/b><span style=\"font-weight: 400;\">Una rotaci\u00f3n saludable asegura flujo de caja y evita sobrestock o quiebres.\u00a0<\/span><\/p>\n<p><b>\u00bfC\u00f3mo medirlo? <\/b><span style=\"font-weight: 400;\">Divide el costo de ventas en un periodo de tiempo entre el inventario promedio.<\/span><\/p>\n<h2><b>4. Costo por contacto o por activaci\u00f3n<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Mide cu\u00e1nto inviertes para llegar a cada <\/span><a href=\"https:\/\/club.involves.com\/es\/importancia-de-la-personalizacion-en-la-experiencia-del-shopper\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">shopper<\/span><\/a><span style=\"font-weight: 400;\"> durante una activaci\u00f3n, degustaci\u00f3n o promoci\u00f3n.\u00a0<\/span><\/p>\n<p><b>\u00bfPor qu\u00e9 es clave? <\/b><span style=\"font-weight: 400;\">Te ayuda a comparar acciones y decidir cu\u00e1les son m\u00e1s rentables.<\/span><\/p>\n<p><b>\u00bfC\u00f3mo medirlo? <\/b><span style=\"font-weight: 400;\">Divide la inversi\u00f3n total de la activaci\u00f3n entre el n\u00famero de personas alcanzadas o impactadas.<\/span><\/p>\n<h2><b>5. Participaci\u00f3n en la categor\u00eda (market share en PDV)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Refleja qu\u00e9 porcentaje de ventas tiene tu marca dentro de su categor\u00eda, en un punto de venta o cadena espec\u00edfica.<\/span><\/p>\n<p><b>\u00bfPor qu\u00e9 es clave? <\/b><span style=\"font-weight: 400;\">Te dice si est\u00e1s ganando o perdiendo terreno frente a la competencia.<\/span><\/p>\n<p><b>\u00bfC\u00f3mo medirlo? <\/b><span style=\"font-weight: 400;\">Comparando datos de venta propios con los de la categor\u00eda en cada retailer.<\/span><\/p>\n<h2><b>Consejos para s\u00ed o s\u00ed sacarle el mayor provecho al ROI de tus acciones<\/b><\/h2>\n<h3><b>Digitaliza la medici\u00f3n:<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">\u00a0Usa plataformas que integren datos de venta, inventario y ejecuci\u00f3n en un solo lugar.<\/span><\/p>\n<h3><b>Capacita a tu equipo:<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Tus promotores y supervisores son clave para alimentar datos reales y oportunos.<\/span><\/p>\n<h3><b>Analiza en tiempo real:\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">No esperes al cierre de mes para corregir, <\/span><b>ajusta sobre la marcha.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">En el trade marketing, como en la vida, lo que no se mide, no se puede mejorar. Si quieres que cada peso invertido genere resultados tangibles, empieza por definir tus indicadores clave y medirlos de forma constante.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y recuerda: un ROI alto no es \u201csuerte\u201d, es solo un reflejo de la estrategia y ejecuci\u00f3n impecable.<\/span><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Estrategias de Trade Marketing<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">KPIs de Trade Marketing<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Conoce los indicadores clave para medir el ROI de tus acciones de trade marketing y optimizar tus resultados en el PDV en M\u00e9xico.<\/p>\n","protected":false},"author":18,"featured_media":17650,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[275,277],"tags":[68,72],"class_list":["post-17649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-ventas-y-sell-out","tag-estrategias-de-trade-marketing","tag-kpis-de-trade-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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