{"id":44907,"date":"2025-08-15T01:25:29","date_gmt":"2025-08-14T23:25:29","guid":{"rendered":"https:\/\/stage2.convotis.com\/es\/?p=44907"},"modified":"2025-08-29T12:29:53","modified_gmt":"2025-08-29T10:29:53","slug":"hotelbeds","status":"publish","type":"post","link":"https:\/\/www.convotis.com\/es\/news\/hotelbeds\/","title":{"rendered":"HotelBeds"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"44907\" class=\"elementor elementor-44907\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-68a133b7 e-flex e-con-boxed e-con e-parent\" data-id=\"68a133b7\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2e72cbd2 e-flex e-con-boxed e-con e-child\" data-id=\"2e72cbd2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-551d0ba9 elementor-widget elementor-widget-heading\" data-id=\"551d0ba9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\"><strong>Hotelbeds<\/strong><br>Optimizaci\u00f3n de la atribuci\u00f3n de marketing con el an\u00e1lisis de cadenas de Markov<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7f988538 e-con-full e-flex e-con e-child\" data-id=\"7f988538\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;background_motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;background_motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;background_motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;laptop&quot;,&quot;tablet&quot;],&quot;background_motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:4,&quot;sizes&quot;:[]},&quot;background_motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:100}}}\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-23d44593 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"23d44593\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-5d006e07 e-con-full e-flex e-con e-child\" data-id=\"5d006e07\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-396b3cb4 elementor-widget elementor-widget-image\" data-id=\"396b3cb4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"173\" src=\"https:\/\/www.convotis.com\/es\/wp-content\/uploads\/sites\/3\/2025\/07\/hotelbeds-300x173.png\" class=\"attachment-medium size-medium wp-image-32297\" alt=\"\" srcset=\"https:\/\/www.convotis.com\/es\/wp-content\/uploads\/sites\/3\/2025\/07\/hotelbeds-300x173.png 300w, https:\/\/www.convotis.com\/es\/wp-content\/uploads\/sites\/3\/2025\/07\/hotelbeds.png 520w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-450f848d elementor-widget elementor-widget-text-editor\" data-id=\"450f848d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Sector: <\/strong>Hosteler\u00eda y turismo<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7d9c39d9 e-con-full e-flex e-con e-child\" data-id=\"7d9c39d9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-49bea17b elementor-widget elementor-widget-heading\" data-id=\"49bea17b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Hotelbeds es el mayor proveedor mundial de distribuci\u00f3n hotelera y servicios tur\u00edsticos. <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-29ee435b elementor-widget elementor-widget-text-editor\" data-id=\"29ee435b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Desde 2001, la empresa ha apoyado a agencias de viajes, aerol\u00edneas y operadores tur\u00edsticos con plataformas digitales para la reserva de alojamientos, servicios de movilidad y actividades. Con presencia en m\u00e1s de 180 mercados, hotelbeds ofrece soluciones escalables y basadas en datos para optimizar el acceso global a productos tur\u00edsticos y mejorar la eficiencia del ecosistema tur\u00edstico B2B.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3420c045 e-flex e-con-boxed e-con e-parent\" data-id=\"3420c045\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2435f62b e-con-full e-flex e-con e-child\" data-id=\"2435f62b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-6dd14a2c e-con-full e-flex e-con e-child\" data-id=\"6dd14a2c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-792cc202 e-con-full e-flex e-con e-child\" data-id=\"792cc202\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5206382 e-con-full e-flex e-con e-child\" data-id=\"5206382\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-36f3da1d e-con-full e-flex e-con e-child\" data-id=\"36f3da1d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-7e600f26 e-con-full e-flex e-con e-child\" data-id=\"7e600f26\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-61d03731 elementor-widget elementor-widget-heading\" data-id=\"61d03731\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Situaci\u00f3n actual<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-544374cb e-con-full e-flex e-con e-child\" data-id=\"544374cb\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2e51fc7d e-con-full e-flex e-con e-child\" data-id=\"2e51fc7d\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:50}},&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;laptop&quot;],&quot;motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:4,&quot;sizes&quot;:[]}}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-26c86e8a icon-container elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"26c86e8a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"icon icon-eye-thin\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-446c950e elementor-widget elementor-widget-text-editor\" data-id=\"446c950e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Para asignar mejor su presupuesto de marketing, hotelbeds quer\u00eda conocer la influencia de canales digitales como la b\u00fasqueda org\u00e1nica, las redes sociales, los anuncios de display y el marketing por correo electr\u00f3nico en las conversiones de los clientes. <\/strong><\/p><p data-start=\"1125\" data-end=\"1597\">Sin embargo, la configuraci\u00f3n de seguimiento existente no proporcionaba informaci\u00f3n fiable sobre la atribuci\u00f3n entre los distintos puntos de contacto. No exist\u00eda ning\u00fan sistema para evaluar de forma coherente la influencia de los distintos canales de marketing en el recorrido del cliente y la conversi\u00f3n final.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7c9459fa e-con-full e-flex e-con e-child\" data-id=\"7c9459fa\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-beace4b e-con-full e-flex e-con e-child\" data-id=\"beace4b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-573d0045 e-con-full e-flex e-con e-child\" data-id=\"573d0045\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-116a8d19 elementor-widget elementor-widget-heading\" data-id=\"116a8d19\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">El reto<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3d3b2822 e-con-full e-flex e-con e-child\" data-id=\"3d3b2822\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-59452964 e-con-full e-flex e-con e-child\" data-id=\"59452964\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:50}},&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;laptop&quot;],&quot;motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:4,&quot;sizes&quot;:[]}}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-680ad487 icon-container elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"680ad487\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"icon icon-flag-banner-fold-thin\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-410f9c3b elementor-widget elementor-widget-text-editor\" data-id=\"410f9c3b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>El objetivo era implantar un modelo de datos que pudiera rastrear y evaluar las interacciones de los usuarios en m\u00faltiples canales y atribuirlas a eventos de conversi\u00f3n.<\/strong><\/p><p>Un reto clave era la reconstrucci\u00f3n completa de las rutas de interacci\u00f3n, teniendo en cuenta las marcas de tiempo, los canales de origen y las conversiones. El sistema deb\u00eda simular el impacto que tendr\u00edan los cambios de canal en el retorno de la inversi\u00f3n y proporcionar modelos predictivos para apoyar la planificaci\u00f3n de futuras campa\u00f1as y la asignaci\u00f3n eficaz de presupuestos.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-18b6e234 e-con-full e-flex e-con e-child\" data-id=\"18b6e234\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-63acd5b8 e-con-full e-flex e-con e-child\" data-id=\"63acd5b8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-71dc6237 e-con-full e-flex e-con e-child\" data-id=\"71dc6237\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-102ef79e elementor-widget elementor-widget-heading\" data-id=\"102ef79e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">La soluci\u00f3n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-79678310 e-con-full e-flex e-con e-child\" data-id=\"79678310\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-52b1aea0 e-con-full e-flex e-con e-child\" data-id=\"52b1aea0\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:50}},&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;laptop&quot;],&quot;motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:4,&quot;sizes&quot;:[]}}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-55ccf273 icon-container elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"55ccf273\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"icon icon-lightbulb-thin\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32168896 elementor-widget elementor-widget-text-editor\" data-id=\"32168896\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>CONVOTIS aplic\u00f3 un an\u00e1lisis de cadena de Markov para evaluar la atribuci\u00f3n de marketing en todos los puntos de contacto.<\/strong><\/p><p>Se realiz\u00f3 un seguimiento detallado de los recorridos de los usuarios y se analizaron en funci\u00f3n de la probabilidad de conversi\u00f3n por canal. Conversiones como reservas y registros se integraron junto con marcas de tiempo e identificadores de usuario. Se utilizaron herramientas como AWS, Snowflake, Google Tags, Python, Google Analytics y Tableau para procesar y visualizar eficazmente los datos en paneles interactivos para la optimizaci\u00f3n continua de las campa\u00f1as.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-18d032bd e-con-full e-flex e-con e-child\" data-id=\"18d032bd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-4a8bd294 e-con-full e-flex e-con e-child\" data-id=\"4a8bd294\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-1d83da33 e-con-full e-flex e-con e-child\" data-id=\"1d83da33\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2c37f7f elementor-widget elementor-widget-heading\" data-id=\"2c37f7f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">El resultado<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5211242f e-con-full e-flex e-con e-child\" data-id=\"5211242f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5dd924ff e-con-full e-flex e-con e-child\" data-id=\"5dd924ff\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:50}},&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;laptop&quot;],&quot;motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:4,&quot;sizes&quot;:[]}}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-490026ac icon-container elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"490026ac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"icon icon-check-thin\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24548db6 elementor-widget elementor-widget-text-editor\" data-id=\"24548db6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>El an\u00e1lisis proporcion\u00f3 informaci\u00f3n clara sobre los canales de marketing m\u00e1s eficaces y su contribuci\u00f3n a la conversi\u00f3n. <\/strong><\/p><p>Con la soluci\u00f3n de CONVOTIS, hotelbeds pudo reajustar su estrategia de marketing digital y optimizar su gasto bas\u00e1ndose en el rendimiento demostrado de los canales. El modelo predictivo apoya campa\u00f1as m\u00e1s eficientes, reduce el gasto en canales de bajo impacto y aumenta el ROI a trav\u00e9s de la asignaci\u00f3n de presupuestos espec\u00edficos y un mejor seguimiento de la conversi\u00f3n<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-48124029 e-con-full e-flex e-con e-child\" data-id=\"48124029\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-2ebffb64 e-con-full e-flex e-con e-child\" data-id=\"2ebffb64\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5f37e4f8 e-con-full elementor-hidden-mobile e-flex e-con e-child\" data-id=\"5f37e4f8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-15eeb9a4 section e-flex e-con-boxed e-con e-parent\" data-id=\"15eeb9a4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-41f1add e-flex e-con-boxed elementor-invisible e-con e-child\" data-id=\"41f1add\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-3e44a519 e-con-full e-flex e-con e-child\" data-id=\"3e44a519\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-406b7b70 elementor-widget elementor-widget-heading\" data-id=\"406b7b70\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><strong>T\u00e9cnico<\/strong><br>\nAspectos destacados<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6c41cd0d elementor-widget elementor-widget-text-editor\" data-id=\"6c41cd0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Incluso los proyectos complejos pueden resumirse en t\u00e9rminos t\u00e9cnicos claros. Las cifras clave y los rasgos distintivos ofrecen una visi\u00f3n de la aplicaci\u00f3n concreta: mensurable, tangible y transparente.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3fd53fd e-con-full e-flex e-con e-child\" data-id=\"3fd53fd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ee603e4 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"ee603e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">An\u00e1lisis de cadenas de Markov para la atribuci\u00f3n entre canales<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Datos de conversi\u00f3n vinculados con marcas de tiempo e identificadores de usuario<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Integraci\u00f3n de Snowflake, AWS, Python, Tableau, Google Analytics<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Modelizaci\u00f3n completa del recorrido del cliente<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Simulaci\u00f3n predictiva de escenarios de campa\u00f1a<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Medici\u00f3n del impacto del ROI mediante modelos basados en datos<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cfed4e8 e-flex e-con-boxed e-con e-parent\" data-id=\"cfed4e8\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2c610fc e-flex e-con-boxed e-con e-child\" data-id=\"2c610fc\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5e88cf7 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"5e88cf7\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:51}},&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;laptop&quot;,&quot;tablet&quot;],&quot;animation&quot;:&quot;fadeIn&quot;,&quot;motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:4,&quot;sizes&quot;:[]}}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-23d168a elementor-widget elementor-widget-text-editor\" data-id=\"23d168a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Gracias al an\u00e1lisis de la cadena de Markov implementado por CONVOTIS, hotelbeds obtuvo informaci\u00f3n procesable sobre el comportamiento de conversi\u00f3n. El sistema permite tomar mejores decisiones presupuestarias, mejorar el retorno de la inversi\u00f3n y realizar una planificaci\u00f3n predictiva de las campa\u00f1as de marketing, lo que ayuda a asignar recursos a los canales m\u00e1s eficaces.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1cd9490a section e-flex e-con-boxed e-con e-parent\" data-id=\"1cd9490a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8938663 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"8938663\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-eaf4698 e-con-full e-flex e-con e-child\" data-id=\"eaf4698\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3812d0b elementor-widget elementor-widget-heading\" data-id=\"3812d0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><strong>Tu transformaci\u00f3n inform\u00e1tica empieza aqu\u00ed.<\/strong><br>\nHablemos de tus objetivos.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d0a7db elementor-widget elementor-widget-text-editor\" data-id=\"0d0a7db\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Yas ha visto nuestras historias de \u00e9xito: ahora vamos a planificar juntos su transformaci\u00f3n inform\u00e1tica. Tanto si te encuentras al principio de su viaje digital como si est\u00e1 preparado para dar el siguiente paso, nuestros expertos est\u00e1n aqu\u00ed para ayudarle.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-56bddac elementor-widget elementor-widget-convotis-bootstrap-button\" data-id=\"56bddac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"convotis-bootstrap-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a href=\"https:\/\/www.convotis.com\/es\/contacto\/\" target=\"_blank\" class=\"btn btn-primary\">Planificar los pr\u00f3ximos pasos<\/a>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2bf81ce e-con-full e-flex e-con e-child\" data-id=\"2bf81ce\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8579e3f elementor-widget elementor-widget-convotis-image-box\" data-id=\"8579e3f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;laptop&quot;,&quot;tablet&quot;],&quot;_animation&quot;:&quot;none&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:50}},&quot;motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:1,&quot;sizes&quot;:[]}}\" data-widget_type=\"convotis-image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"image-box border-bottom-left\" style=\"max-width: auto;\">\r\n            <div class=\"image-wrapper has-img-bg\" data-background-url=\"https:\/\/www.convotis.com\/es\/wp-content\/uploads\/2025\/05\/Get-in-Touch-with-CONVOTIS.png\">\r\n                            <\/div>\r\n        <\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>CONVOTIS proporcion\u00f3 a hotelbeds un an\u00e1lisis de cadena de Markov multicanal para optimizar la atribuci\u00f3n de marketing. El modelo identifica las principales rutas de conversi\u00f3n, lo que permite asignar presupuestos espec\u00edficos y obtener informaci\u00f3n predictiva.<\/p>\n","protected":false},"author":14,"featured_media":48206,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[986,988],"tags":[],"class_list":["post-44907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-stories-es","category-datascience-ai-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Optimizaci\u00f3n de la atribuci\u00f3n de marketing para hotelbeds<\/title>\n<meta name=\"description\" content=\"CONVOTIS mejor\u00f3 la atribuci\u00f3n de marketing en hotelbeds mediante el an\u00e1lisis de Markov, lo que se tradujo en un mejor seguimiento de las conversiones, aumento del ROI y aprovechamiento del presupuesto.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.convotis.com\/es\/news\/hotelbeds\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimizaci\u00f3n de la atribuci\u00f3n de marketing para hotelbeds\" \/>\n<meta property=\"og:description\" content=\"CONVOTIS mejor\u00f3 la atribuci\u00f3n de marketing en hotelbeds mediante el an\u00e1lisis de Markov, lo que se tradujo en un mejor seguimiento de las conversiones, aumento del ROI y aprovechamiento del presupuesto.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.convotis.com\/es\/news\/hotelbeds\/\" \/>\n<meta property=\"og:site_name\" content=\"CONVOTIS Iberia\" \/>\n<meta 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