{"id":21816,"date":"2021-01-21T11:14:18","date_gmt":"2021-01-21T10:14:18","guid":{"rendered":"https:\/\/multiplica.com\/?post_type=mx_casos_exito&#038;p=21816"},"modified":"2024-10-03T22:35:53","modified_gmt":"2024-10-03T20:35:53","slug":"analitica-digital-avanzada-para-comunicar-mucho-mas-y-mejor-2","status":"publish","type":"success_stories_post","link":"https:\/\/multiplica.com\/en\/projects\/analitica-digital-avanzada-para-comunicar-mucho-mas-y-mejor-2\/","title":{"rendered":"Advanced digital analytics to communicate more and better."},"content":{"rendered":"<div class=\"c-content-title-side\" id=\"block_72ea3838871de09b8c6c62bcb3af0da7\">\n\t<div class=\"o-container\">\n\t\t<div class=\"o-row\">\n\t\t\t<div class=\"o-col-md-22 o-offset-md-1\">\n\t\t\t\t<div class=\"c-content-title-side__container\">\n\t\t\t\t\t<p class=\"c-content-title-side__intro\">El desafiament<\/p>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t<div class=\"o-row\">\n\t\t\t<div class=\"o-col-md-10 o-offset-md-1\">\n\t\t\t\t<div class=\"c-content-title-side__container\">\n\t\t\t\t\t<h2 class=\"c-content-title-side__title\">Identificar i recon\u00e8ixer les necessitats dels treballadors per impulsar l&#8217;\u00e0rea de comunicaci\u00f3 interna de la companyia.<\/h2>\t\t\t\t\t<div class=\"c-content-title-side__text\"><p>Bancolombia ens va contactar amb el desafiament de con\u00e8ixer el comportament dels treballadors del banc enfront del consum de continguts que s&#8217;ofereixen en la intranet. El seu objectiu era ser capa\u00e7os d&#8217;identificar els atributs i caracter\u00edstiques de major inter\u00e8s per als seus treballadors i d&#8217;aquesta manera, fer costat a l&#8217;\u00e0rea de comunicacions en la construcci\u00f3 de butlletins, articles i altres publicacions que estiguessin alineades amb les prefer\u00e8ncies dels seus empleats. <\/p>\n<\/div>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"o-col-md-9 o-offset-md-2\">\n\t\t\t\t<div class=\"c-content-title-side__container\">\n\t\t\t\t\t<div class=\"c-content-image-side__img-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"\" alt=\"\" class=\"c-content-image-side__img\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"c-content-title-side__text\"><p>\u201cLes expectatives inicials del projecte, es basaven en el mesurament d&#8217;indicadors de comportament dels treballadors en el portal intern del banc (Intranet), per aconseguir entendre el consum de continguts i determinar l&#8217;impacte i \u00fas d&#8217;aquest actiu digital\u201d.<\/p>\n<\/div>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n<div class=\"c-content-title-side\" id=\"block_0673554b609abe35eb2435e0c2ff4898\">\n\t<div class=\"o-container\">\n\t\t<div class=\"o-row\">\n\t\t\t<div class=\"o-col-md-22 o-offset-md-1\">\n\t\t\t\t<div class=\"c-content-title-side__container\">\n\t\t\t\t\t<p class=\"c-content-title-side__intro\">Qu\u00e8 vam fer?<\/p>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t<div class=\"o-row\">\n\t\t\t<div class=\"o-col-md-10 o-offset-md-1\">\n\t\t\t\t<div class=\"c-content-title-side__container\">\n\t\t\t\t\t<h2 class=\"c-content-title-side__title\">An\u00e0lisi i mesurament de dades per implementar un model de comunicaci\u00f3 personalitzat amb els treballadors del banc.<\/h2>\t\t\t\t\t<div class=\"c-content-title-side__text\"><p>Iniciem el projecte amb la construcci\u00f3 d&#8217;un model de dades, alineat a una estrat\u00e8gia de mesurament que permet\u00e9s identificar tots els atributs dels continguts i publicacions internes del banc, i posteriorment fem costat a Bancolombia en la implementaci\u00f3 d&#8217;aquest model per assegurar la correcta captura d&#8217;informaci\u00f3. <\/p>\n<p>Tamb\u00e9, realitzem una validaci\u00f3 per con\u00e8ixer des de quines fonts externes diferents a l&#8217;eina de Google Analytics es podria extreure informaci\u00f3 de valor per donar suport a les caracter\u00edstiques i prefer\u00e8ncies dels usuaris enfront d&#8217;aquests continguts.<\/p>\n<\/div>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"o-col-md-9 o-offset-md-2\">\n\t\t\t\t<div class=\"c-content-title-side__container\">\n\t\t\t\t\t<div class=\"c-content-image-side__img-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/multiplica.com\/wp-content\/uploads\/2021\/01\/Group-857.png\" alt=\"Bancolombia\" class=\"c-content-image-side__img\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n<div class=\"c-results\" id=\"block_c6edf419d5789a95425ff5efa51ce8be\">\n\t<div class=\"o-container\">\n\t\t<div class=\"o-row\">\n\t\t\t<div class=\"o-col-lg-7 o-offset-lg-1\">\n\t\t\t\t<div class=\"c-results__title-col-container\">\n\t\t\t\t\t\t\t\t\t\t<p class=\"c-results__title\">Resultados<\/p>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"o-col-lg-14 o-offset-lg-1\">\n\t\t\t\t<div class=\"c-results__item-list-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__item-container\">\n\t\t\t\t\t\t\t<div class=\"c-results__item\">\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-index-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-index\">\n\t\t\t\t\t\t\t\t\t\t1.\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-text-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-text\">\n\t\t\t\t\t\t\t\t\t\tAugment del 12,5% en la mitjana mensual de treballadors que accedeixen a les not\u00edcies publicades en la intranet.\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__item-container\">\n\t\t\t\t\t\t\t<div class=\"c-results__item\">\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-index-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-index\">\n\t\t\t\t\t\t\t\t\t\t2.\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-text-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-text\">\n\t\t\t\t\t\t\t\t\t\tIncrement d&#8217;usuaris impactats pels continguts passant d&#8217;un rang de 14.000 a m\u00e9s de 17.000 en el primer any.\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__item-container\">\n\t\t\t\t\t\t\t<div class=\"c-results__item\">\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-index-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-index\">\n\t\t\t\t\t\t\t\t\t\t3.\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-text-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-text\">\n\t\t\t\t\t\t\t\t\t\tGeneraci\u00f3 de nou contingut, augmentant el nombre de publicacions en el mes passant de 30 a m\u00e9s de 65, amb contingut de major inter\u00e8s i impacte pels treballadors del Banc.\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__item-container\">\n\t\t\t\t\t\t\t<div class=\"c-results__item\">\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-index-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-index\">\n\t\t\t\t\t\t\t\t\t\t4.\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-text-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-text\">\n\t\t\t\t\t\t\t\t\t\tDesenvolupament de les capacitats anal\u00edtiques en l&#8217;\u00e0rea de comunicacions de Bancolombia que abans no existien.\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__item-container\">\n\t\t\t\t\t\t\t<div class=\"c-results__item\">\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-index-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-index\">\n\t\t\t\t\t\t\t\t\t\t5.\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-text-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-text\">\n\t\t\t\t\t\t\t\t\t\tImplementaci\u00f3 d&#8217;un model operatiu per tenir visibilitat dels fluxos de processos claus en les activitats de valor del negoci i poder generar de manera oportuna optimitzacions.\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__item-container\">\n\t\t\t\t\t\t\t<div class=\"c-results__item\">\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-index-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-index\">\n\t\t\t\t\t\t\t\t\t\t6.\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-text-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-text\">\n\t\t\t\t\t\t\t\t\t\tAgregaci\u00f3 de les capacitats per implementar intel\u00b7lig\u00e8ncia de negocis, per la qual cosa el negoci \u00e9s capa\u00e7 de realitzar les preguntes adequades i respondre-les de manera oportuna.\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__item-container\">\n\t\t\t\t\t\t\t<div class=\"c-results__item\">\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-index-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-index\">\n\t\t\t\t\t\t\t\t\t\t7.\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-text-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-text\">\n\t\t\t\t\t\t\t\t\t\tGeneraci\u00f3 d&#8217;una arquitectura de dades, integrada en BigQuery com a magatzem de dades i automatitzada mitjan\u00e7ant tasques programades.\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__item-container\">\n\t\t\t\t\t\t\t<div class=\"c-results__item\">\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-index-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-index\">\n\t\t\t\t\t\t\t\t\t\t8.\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"c-results__item-text-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"c-results__item-text\">\n\t\t\t\t\t\t\t\t\t\tIntegraci\u00f3 del directori actiu, Sharepoint On Premise i En l\u00ednia, la base de dades corporativa d&#8217;empleats i la base de dades de les not\u00edcies amb ajuda de GA 360 i BQ.\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"c-results__numbers-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__numbers-item-container\">\n\t\t\t\t\t\t\t<div class=\"c-stamp \">\n\t<span class=\"c-stamp__number c-stamp__number--small\">\n\t\t+12,5%\t<\/span>\n\t<span class=\"c-stamp__text\">\n\t\tconsultations\t<\/span>\n<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__numbers-item-container\">\n\t\t\t\t\t\t\t<div class=\"c-stamp \">\n\t<span class=\"c-stamp__number c-stamp__number--small\">\n\t\t+3.000\t<\/span>\n\t<span class=\"c-stamp__text\">\n\t\tcontent impacts\t<\/span>\n<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-results__numbers-item-container\">\n\t\t\t\t\t\t\t<div class=\"c-stamp \">\n\t<span class=\"c-stamp__number c-stamp__number--small\">\n\t\t+35%\t<\/span>\n\t<span class=\"c-stamp__text\">\n\t\tnew monthly publications\t<\/span>\n<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n<div class=\"c-testimonial  c-testimonial--has-background\" id=\"block_e4b958f4219a5a29e200ed214a0db2c4\" style=\"background-color: #1BDEA6\">\n\t\t\t<div class=\"o-container\">\n\t\t\t<div class=\"o-row\">\n\t\t\t\t<div class=\"o-col-md-12 o-offset-md-5\">\n\t\t\t\t\t<div class=\"c-testimonial__quote\">\n\t\t\t\t\t\t\u201cAmb les implementacions realitzades de manera oportuna, incloent les de Google Tag Manager, aconseguim capturar totes les interaccions i l&#8217;enteniment personalitzat del que fa l&#8217;usuari mitjan\u00e7ant la captura del UserID, per obtenir an\u00e0lisis m\u00e9s detallades de la informaci\u00f3. Amb el treball realitzat, aconseguim con\u00e8ixer l&#8217;impacte dels diferents continguts, coneixent els moments en qu\u00e8 es genera major conversi\u00f3 i la publicaci\u00f3 que el genera. Amb aix\u00f2, es va treballar en la construcci\u00f3 de segments amb els quals, generem campanyes m\u00e9s encertades, mitjan\u00e7ant estrat\u00e8gies que van permetre abordar aquests p\u00fablics objectius i es va aconseguir una major interacci\u00f3 en l&#8217;actiu digital.\u201d\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"c-testimonial__quoted\">\n\t\t\t\t\t\t<p class=\"name\">Juan Felipe Gallego<\/p>\n\t\t\t\t\t\t<p class=\"position\"> Technical Analytics Consultant<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<div class=\"c-features-grid \" id=\"block_7a9a9f209e090442991fbc967de873ed\" >\n\t<div class=\"o-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"o-row\">\n\t\t\t\t\t<div class=\"o-col-md-20 o-offset-md-2\">\n\t\t\t\t\t\t<div class=\"c-features-grid__item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"c-features-grid__title\">We highlight<\/h2>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"o-row c-features-grid__items\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-features-grid__column o-col-md-9 o-offset-md-2\">\n\t\t\t\t\t\t\t\t<div class=\"c-features-grid__item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-features-grid__item-title\">Organitzaci\u00f3 i centralitzaci\u00f3 de la informaci\u00f3<\/p>\n\t\t\t\t\t\t\t\t\t<p class=\"c-features-grid__item-text\">Per fer costat a l&#8217;\u00e0rea de comunicacions en la presentaci\u00f3 d&#8217;informes de rendiment a la resta del negoci.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-features-grid__column o-col-md-9 o-offset-md-2\">\n\t\t\t\t\t\t\t\t<div class=\"c-features-grid__item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-features-grid__item-title\">Creaci\u00f3 en l&#8217;\u00e0rea de comunicacions una cultura d&#8217;an\u00e0lisi<\/p>\n\t\t\t\t\t\t\t\t\t<p class=\"c-features-grid__item-text\">D&#8217;informaci\u00f3 per donar suport a la construcci\u00f3 de nous continguts.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"c-features-grid__column o-col-md-9 o-offset-md-2\">\n\t\t\t\t\t\t\t\t<div class=\"c-features-grid__item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-features-grid__item-title\">Generaci\u00f3 d&#8217;un vincle de confian\u00e7a<\/p>\n\t\t\t\t\t\t\t\t\t<p class=\"c-features-grid__item-text\">Amb el client per recolzar-lo en l&#8217;an\u00e0lisi d&#8217;informaci\u00f3 i troballes de insights de valor per a 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