{"id":23619,"date":"2026-11-10T08:20:00","date_gmt":"2026-11-10T07:20:00","guid":{"rendered":"https:\/\/www.meydis.com\/blog\/?p=23619"},"modified":"2026-11-11T13:02:26","modified_gmt":"2026-11-11T12:02:26","slug":"como-segmentar-base-datos","status":"publish","type":"post","link":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/","title":{"rendered":"C\u00f3mo segmentar una base de datos para aumentar la conversi\u00f3n de tus campa\u00f1as"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Muchas campa\u00f1as de marketing fracasan por una raz\u00f3n muy sencilla: intentan comunicar el mismo mensaje a todo el mundo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sin embargo, <strong>no todos los clientes tienen las mismas necesidades<\/strong>, intereses ni comportamientos. Una persona que acaba de realizar una compra no espera recibir la misma comunicaci\u00f3n que un cliente inactivo desde hace dos a\u00f1os. Del mismo modo, un director financiero no reacciona igual que un responsable de marketing o un gerente de tienda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aqu\u00ed es donde entra en juego la <strong>segmentaci\u00f3n de bases de datos<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Segmentar correctamente una base de datos permite enviar mensajes m\u00e1s relevantes, mejorar la experiencia del cliente y aumentar significativamente las tasas de respuesta y conversi\u00f3n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">\u00bfQu\u00e9 es la segmentaci\u00f3n de bases de datos?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La segmentaci\u00f3n de bases de datos consiste en <strong>dividir una base de datos en grupos homog\u00e9neos de contactos<\/strong> que comparten determinadas caracter\u00edsticas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El objetivo es adaptar las comunicaciones a cada segmento para que el mensaje sea m\u00e1s relevante y tenga mayor probabilidad de generar una acci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En lugar de lanzar una campa\u00f1a masiva e indiferenciada, la segmentaci\u00f3n permite dise\u00f1ar comunicaciones espec\u00edficas para cada perfil de cliente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">\u00bfPor qu\u00e9 es importante segmentar una base de datos?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La personalizaci\u00f3n se ha convertido en una expectativa del consumidor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los usuarios reciben cientos de impactos comerciales cada semana y tienden a ignorar aquellos mensajes que no consideran relevantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Una segmentaci\u00f3n adecuada permite:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Aumentar la tasa de apertura de emails<\/li>\n\n\n\n<li>Mejorar la conversi\u00f3n de campa\u00f1as<\/li>\n\n\n\n<li>Reducir bajas y cancelaciones<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Optimizar la inversi\u00f3n publicitaria<\/li>\n\n\n\n<li>Incrementar la fidelizaci\u00f3n<\/li>\n\n\n\n<li>Mejorar la experiencia del cliente<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">En definitiva, permite comunicar mejor y obtener mejores resultados con el mismo presupuesto.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">El error m\u00e1s habitual: tratar a todos los contactos por igual<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Muchas organizaciones disponen de miles o incluso millones de registros en su CRM, pero siguen enviando campa\u00f1as gen\u00e9ricas a toda su base de datos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esta pr\u00e1ctica suele generar varios problemas:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Saturaci\u00f3n de los usuarios<\/li>\n\n\n\n<li>Menor relevancia del mensaje<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>P\u00e9rdida de engagement<\/li>\n\n\n\n<li>Descenso progresivo del rendimiento de las campa\u00f1as<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">La segmentaci\u00f3n permite romper esta din\u00e1mica y adaptar las comunicaciones a la realidad de cada contacto.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full has-custom-border is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"800\" src=\"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/criterios-segmentacion-base-datos-meydis.webp\" alt=\"Principales criterios para segmentar una base de datos por geograf\u00eda, perfil, comportamiento y actividad\" class=\"wp-image-23628\" style=\"border-top-left-radius:12px;border-top-right-radius:12px;border-bottom-left-radius:12px;border-bottom-right-radius:12px\" srcset=\"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/criterios-segmentacion-base-datos-meydis.webp 1600w, https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/criterios-segmentacion-base-datos-meydis-300x150.webp 300w, https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/criterios-segmentacion-base-datos-meydis-1024x512.webp 1024w, https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/criterios-segmentacion-base-datos-meydis-768x384.webp 768w, https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/criterios-segmentacion-base-datos-meydis-1536x768.webp 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">Principales criterios para segmentar una base de datos<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No existe una \u00fanica forma de segmentar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La elecci\u00f3n depender\u00e1 de los objetivos de cada campa\u00f1a.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">Segmentaci\u00f3n geogr\u00e1fica<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Permite agrupar contactos seg\u00fan:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Provincia<\/li>\n\n\n\n<li>Comunidad aut\u00f3noma<\/li>\n\n\n\n<li>C\u00f3digo postal<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Pa\u00eds<\/li>\n\n\n\n<li>Zona de influencia comercial<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Es especialmente \u00fatil para campa\u00f1as locales, eventos, aperturas de establecimientos o promociones regionales.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">Segmentaci\u00f3n demogr\u00e1fica<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Se basa en variables como:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Edad<\/li>\n\n\n\n<li>Sexo<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Situaci\u00f3n familiar<\/li>\n\n\n\n<li>Nivel educativo<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Aunque sigue siendo \u00fatil, cada vez se complementa m\u00e1s con criterios de comportamiento.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">Segmentaci\u00f3n B2B: sector, tama\u00f1o de empresa y perfil profesional<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">En las campa\u00f1as dirigidas a empresas, la segmentaci\u00f3n debe tener en cuenta tanto las caracter\u00edsticas de la organizaci\u00f3n como el perfil de la persona a la que queremos contactar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Entre los criterios m\u00e1s \u00fatiles se encuentran el sector de actividad, el tama\u00f1o de la empresa, su ubicaci\u00f3n, el cargo profesional y la funci\u00f3n que desempe\u00f1a cada contacto en el proceso de compra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por ejemplo, una campa\u00f1a dirigida a responsables de Marketing de empresas de gran consumo puede necesitar mensajes diferentes a otra orientada a responsables de Compras o Log\u00edstica, aunque pertenezcan al mismo sector.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>La clave est\u00e1 en adaptar el mensaje a las necesidades y responsabilidades de cada interlocutor.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">Segmentaci\u00f3n por comportamiento<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Es una de las m\u00e1s eficaces.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Analiza c\u00f3mo interact\u00faa cada usuario con la empresa:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Compras realizadas<\/li>\n\n\n\n<li>Frecuencia de compra<\/li>\n\n\n\n<li>Visitas web<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Aperturas de email<\/li>\n\n\n\n<li>Participaci\u00f3n en promociones<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Permite dise\u00f1ar campa\u00f1as mucho m\u00e1s personalizadas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">Segmentaci\u00f3n por nivel de actividad<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No todos los contactos tienen la misma relaci\u00f3n con la marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por ejemplo:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Clientes activos<\/li>\n\n\n\n<li>Clientes inactivos<\/li>\n\n\n\n<li>Nuevos registros<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Clientes VIP<\/li>\n\n\n\n<li>Clientes con riesgo de abandono<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Cada uno requiere una estrategia diferente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">C\u00f3mo utilizar la segmentaci\u00f3n para aumentar la conversi\u00f3n<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La segmentaci\u00f3n no consiste \u00fanicamente en clasificar contactos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El verdadero valor aparece cuando se utiliza para personalizar las acciones de marketing.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-a86f810b wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10);padding-top:14px\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"border-right-width:2px;flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\"><strong>Recuperaci\u00f3n de clientes inactivos<\/strong><\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--3);padding-left:var(--wp--preset--spacing--3);flex-basis:66.66%\">\n<p class=\"wp-block-paragraph\">Un cliente que lleva meses sin interactuar puede recibir una campa\u00f1a espec\u00edfica de reactivaci\u00f3n.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2d1980a3 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"border-right-width:2px;padding-top:14px;flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\"><strong><strong>Fidelizaci\u00f3n de clientes recurrentes<\/strong><\/strong><\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--3);padding-left:var(--wp--preset--spacing--3);flex-basis:66.66%\">\n<p class=\"wp-block-paragraph\">Los clientes m\u00e1s fieles pueden recibir ventajas exclusivas, acceso anticipado a promociones o programas de puntos.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2d1980a3 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"border-right-width:2px;padding-top:14px;flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\"><strong><strong><strong>Captaci\u00f3n de nuevas oportunidades<\/strong><\/strong><\/strong><\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--3);padding-left:var(--wp--preset--spacing--3);flex-basis:66.66%\">\n<p class=\"wp-block-paragraph\">Los contactos que han mostrado inter\u00e9s en determinados productos pueden recibir contenidos adaptados a sus preferencias.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2d1980a3 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"border-right-width:2px;padding-top:92px;flex-basis:33.33%\">\n<h3 class=\"wp-block-heading has-text-xl-font-size\"><strong>Automatizaci\u00f3n de campa\u00f1as<\/strong><\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--3);padding-left:var(--wp--preset--spacing--3);flex-basis:66.66%\">\n<p class=\"wp-block-paragraph\">La segmentaci\u00f3n permite activar flujos autom\u00e1ticos basados en comportamientos concretos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por ejemplo:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Bienvenida a nuevos clientes<\/li>\n\n\n\n<li>Recordatorios<\/li>\n\n\n\n<li>Recuperaci\u00f3n de carritos<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Renovaciones<\/li>\n\n\n\n<li>Programas de fidelizaci\u00f3n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--14);padding-right:var(--wp--preset--spacing--15);padding-left:var(--wp--preset--spacing--15)\"><strong>Si el objetivo es llegar a nuevos p\u00fablicos, el alquiler de bases de datos permite seleccionar audiencias acordes con los criterios de la campa\u00f1a<\/strong><\/p>\n\n\n\n<div class=\"wp-block-button is-style-fill\"><center><a class=\"wp-block-button__link has-border-primary-color has-text-on-background-color has-text-color has-background has-link-color has-text-align-center wp-element-button\" href=\"https:\/\/www.meydis.com\/marketing-directo\/alquiler-bases-de-datos\" target=\"_blank\" rel=\"noopener\">Alquiler de bases de datos para marketing directo<\/a><\/center><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-text-on-color has-alpha-channel-opacity has-text-on-background-color has-background is-style-default\" style=\"margin-bottom:var(--wp--preset--spacing--9)\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Ejemplo pr\u00e1ctico: una campa\u00f1a de segmentaci\u00f3n omnicanal<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Imaginemos una cadena de tiendas que quiere recuperar clientes inactivos y aumentar la frecuencia de compra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En lugar de enviar la misma promoci\u00f3n a toda su base de datos, diferencia tres grupos: clientes habituales, a quienes ofrece ventajas de fidelizaci\u00f3n; clientes inactivos, para los que prepara una campa\u00f1a de reactivaci\u00f3n; y nuevos clientes, que reciben una comunicaci\u00f3n de bienvenida.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cada segmento recibe un mensaje adaptado a su relaci\u00f3n con la marca, utilizando los canales adecuados seg\u00fan sus preferencias y los permisos disponibles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al finalizar, la empresa compara la respuesta y la conversi\u00f3n de cada grupo para identificar qu\u00e9 acciones han funcionado mejor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>La clave no est\u00e1 en comunicar m\u00e1s, sino en comunicar mejor a cada cliente.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--12)\">La calidad de los datos determina la calidad de la segmentaci\u00f3n<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Una segmentaci\u00f3n eficaz depende directamente de la calidad de la base de datos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si la informaci\u00f3n est\u00e1 incompleta, duplicada o desactualizada, los segmentos dejar\u00e1n de ser fiables.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por este motivo, muchas empresas combinan la segmentaci\u00f3n con procesos de:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>depuraci\u00f3n de bases de datos<\/li>\n\n\n\n<li>normalizaci\u00f3n de registros<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>eliminaci\u00f3n de duplicidades<\/li>\n\n\n\n<li>actualizaci\u00f3n de informaci\u00f3n de contacto<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Cuanto mejor sea la calidad del dato, m\u00e1s precisos ser\u00e1n los segmentos obtenidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">Segmentaci\u00f3n y marketing omnicanal<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La segmentaci\u00f3n moderna ya no se limita al email marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los mismos segmentos pueden utilizarse para coordinar acciones en distintos canales:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Email marketing<\/li>\n\n\n\n<li>SMS marketing<\/li>\n\n\n\n<li style=\"text-decoration:underline\"><a href=\"https:\/\/www.meydis.com\/marketing-directo\/envio-postal\">Correo postal<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li style=\"text-decoration:underline\"><a href=\"https:\/\/www.meydis.com\/marketing-directo\/whatsapp-business\">WhatsApp Business<\/a><\/li>\n\n\n\n<li>Landing pages<\/li>\n\n\n\n<li>Call center<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Esto permite desarrollar estrategias de <a href=\"https:\/\/www.meydis.com\/marketing-directo\/comunicacion-omnicanal\">comunicaci\u00f3n omnicanal para empresas<\/a> mucho m\u00e1s coherentes y eficaces.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">C\u00f3mo saber si tu segmentaci\u00f3n est\u00e1 funcionando<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Algunos indicadores clave son:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Tasa de apertura<\/li>\n\n\n\n<li>Tasa de clic<\/li>\n\n\n\n<li>Conversi\u00f3n<\/li>\n\n\n\n<li>Coste por adquisici\u00f3n<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li>Tasa de respuesta<\/li>\n\n\n\n<li>Fidelizaci\u00f3n<\/li>\n\n\n\n<li>Valor medio por cliente<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Cuando la segmentaci\u00f3n mejora, estos indicadores suelen evolucionar positivamente de forma muy r\u00e1pida.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"margin-top:var(--wp--preset--spacing--10)\">Una buena segmentaci\u00f3n empieza por una base de datos de calidad<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Segmentar una base de datos no consiste simplemente en dividir contactos en grupos, sino en <strong>identificar a qui\u00e9n dirigirse, qu\u00e9 comunicarle y en qu\u00e9 momento hacerlo<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para conseguirlo, es fundamental trabajar con informaci\u00f3n actualizada, depurada y estructurada. De poco sirve dise\u00f1ar una campa\u00f1a personalizada si los datos de partida no son fiables.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Una estrategia de segmentaci\u00f3n bien planteada permite mejorar la relevancia de las comunicaciones, optimizar recursos y detectar nuevas oportunidades de captaci\u00f3n y fidelizaci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--12);padding-right:var(--wp--preset--spacing--15);padding-left:var(--wp--preset--spacing--15)\"><strong>En Meydis ayudamos a las empresas a transformar sus bases de datos en una herramienta para desarrollar campa\u00f1as de marketing directo m\u00e1s precisas y eficaces.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-button\"><center><a class=\"wp-block-button__link has-border-primary-color has-text-on-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/www.meydis.com\/marketing-directo\/base-de-datos\" target=\"_blank\" rel=\"noopener\">Gesti\u00f3n de bases de datos para empresas<\/a><\/center><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Muchas campa\u00f1as de marketing fracasan por una raz\u00f3n muy sencilla: intentan comunicar el mismo mensaje a todo el mundo. Sin embargo, no todos los clientes tienen las mismas necesidades, intereses ni comportamientos. Una persona que acaba de realizar una compra no espera recibir la misma comunicaci\u00f3n que un cliente inactivo desde hace dos a\u00f1os. Del [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":23626,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[203],"tags":[106,49],"class_list":["post-23619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bases-de-datos","tag-marketing-relacional","tag-servicios-de-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo segmentar una base de datos | Meydis<\/title>\n<meta name=\"description\" content=\"La segmentaci\u00f3n de bases de datos consiste en dividir una base de datos en grupos homog\u00e9neos de contactos que comparten determinadas caracter\u00edsticas.\" \/>\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.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo segmentar una base de datos | Meydis\" \/>\n<meta property=\"og:description\" content=\"La segmentaci\u00f3n de bases de datos consiste en dividir una base de datos en grupos homog\u00e9neos de contactos que comparten determinadas caracter\u00edsticas.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Meydis | Estrategias, Comunicaci\u00f3n y Log\u00edstica\" \/>\n<meta property=\"article:published_time\" content=\"2026-11-10T07:20:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-11-11T12:02:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/como-segmentar-base-datos-marketing-meydis.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Jose Javier Engu\u00eddanos Ferrandis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jose Javier Engu\u00eddanos Ferrandis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/\"},\"author\":{\"name\":\"Jose Javier Engu\u00eddanos Ferrandis\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/#\\\/schema\\\/person\\\/6ad9140a9eeb1e48bc9ba84dbe31375d\"},\"headline\":\"C\u00f3mo segmentar una base de datos para aumentar la conversi\u00f3n de tus campa\u00f1as\",\"datePublished\":\"2026-11-10T07:20:00+00:00\",\"dateModified\":\"2026-11-11T12:02:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/\"},\"wordCount\":1321,\"publisher\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/11\\\/como-segmentar-base-datos-marketing-meydis.webp\",\"keywords\":[\"marketing relacional\",\"servicios de marketing\"],\"articleSection\":[\"Bases de datos\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/\",\"url\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/\",\"name\":\"C\u00f3mo segmentar una base de datos | Meydis\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/11\\\/como-segmentar-base-datos-marketing-meydis.webp\",\"datePublished\":\"2026-11-10T07:20:00+00:00\",\"dateModified\":\"2026-11-11T12:02:26+00:00\",\"description\":\"La segmentaci\u00f3n de bases de datos consiste en dividir una base de datos en grupos homog\u00e9neos de contactos que comparten determinadas caracter\u00edsticas.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/11\\\/como-segmentar-base-datos-marketing-meydis.webp\",\"contentUrl\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/11\\\/como-segmentar-base-datos-marketing-meydis.webp\",\"width\":1600,\"height\":900,\"caption\":\"Segmentaci\u00f3n de una base de datos para personalizar campa\u00f1as y aumentar la conversi\u00f3n\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/2026\\\/11\\\/10\\\/como-segmentar-base-datos\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"C\u00f3mo segmentar una base de datos para aumentar la conversi\u00f3n de tus campa\u00f1as\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/\",\"name\":\"Meydis blog\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/#organization\",\"name\":\"Meydis blog\",\"url\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/logo-meydis-overlay.webp\",\"contentUrl\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/logo-meydis-overlay.webp\",\"width\":1280,\"height\":357,\"caption\":\"Meydis blog\"},\"image\":{\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.instagram.com\\\/meydis_brand_lab\\\/\",\"https:\\\/\\\/es.linkedin.com\\\/company\\\/grupo-meydis\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UC_w6Abwryzja0j5MjLHZBpw\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/#\\\/schema\\\/person\\\/6ad9140a9eeb1e48bc9ba84dbe31375d\",\"name\":\"Jose Javier Engu\u00eddanos Ferrandis\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/jose-javier-enguidanos-meydis-96x96.png\",\"url\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/jose-javier-enguidanos-meydis-96x96.png\",\"contentUrl\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/jose-javier-enguidanos-meydis-96x96.png\",\"caption\":\"Jose Javier Engu\u00eddanos Ferrandis\"},\"description\":\"M\u00e1s de 25 a\u00f1os de experiencia en desarrollo de negocio B2B, grandes cuentas, marketing directo, BPO de comunicaciones y log\u00edstica promocional. Participa en la definici\u00f3n y coordinaci\u00f3n de proyectos, conectando las necesidades del cliente con las \u00e1reas comerciales, operativas, tecnol\u00f3gicas y log\u00edsticas de la compa\u00f1\u00eda.\",\"sameAs\":[\"https:\\\/\\\/www.meydis.com\\\/blog\\\/author\\\/jose-javier\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/jose-javier-enguidanos\\\/\"],\"url\":\"https:\\\/\\\/www.meydis.com\\\/blog\\\/author\\\/jose-javier\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"C\u00f3mo segmentar una base de datos | Meydis","description":"La segmentaci\u00f3n de bases de datos consiste en dividir una base de datos en grupos homog\u00e9neos de contactos que comparten determinadas caracter\u00edsticas.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/","og_locale":"es_ES","og_type":"article","og_title":"C\u00f3mo segmentar una base de datos | Meydis","og_description":"La segmentaci\u00f3n de bases de datos consiste en dividir una base de datos en grupos homog\u00e9neos de contactos que comparten determinadas caracter\u00edsticas.","og_url":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/","og_site_name":"Blog de Meydis | Estrategias, Comunicaci\u00f3n y Log\u00edstica","article_published_time":"2026-11-10T07:20:00+00:00","article_modified_time":"2026-11-11T12:02:26+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/como-segmentar-base-datos-marketing-meydis.webp","type":"image\/webp"}],"author":"Jose Javier Engu\u00eddanos Ferrandis","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Jose Javier Engu\u00eddanos Ferrandis","Tiempo de lectura":"6 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/#article","isPartOf":{"@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/"},"author":{"name":"Jose Javier Engu\u00eddanos Ferrandis","@id":"https:\/\/www.meydis.com\/blog\/#\/schema\/person\/6ad9140a9eeb1e48bc9ba84dbe31375d"},"headline":"C\u00f3mo segmentar una base de datos para aumentar la conversi\u00f3n de tus campa\u00f1as","datePublished":"2026-11-10T07:20:00+00:00","dateModified":"2026-11-11T12:02:26+00:00","mainEntityOfPage":{"@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/"},"wordCount":1321,"publisher":{"@id":"https:\/\/www.meydis.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/#primaryimage"},"thumbnailUrl":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/como-segmentar-base-datos-marketing-meydis.webp","keywords":["marketing relacional","servicios de marketing"],"articleSection":["Bases de datos"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/","url":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/","name":"C\u00f3mo segmentar una base de datos | Meydis","isPartOf":{"@id":"https:\/\/www.meydis.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/#primaryimage"},"image":{"@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/#primaryimage"},"thumbnailUrl":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/como-segmentar-base-datos-marketing-meydis.webp","datePublished":"2026-11-10T07:20:00+00:00","dateModified":"2026-11-11T12:02:26+00:00","description":"La segmentaci\u00f3n de bases de datos consiste en dividir una base de datos en grupos homog\u00e9neos de contactos que comparten determinadas caracter\u00edsticas.","breadcrumb":{"@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/#primaryimage","url":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/como-segmentar-base-datos-marketing-meydis.webp","contentUrl":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/11\/como-segmentar-base-datos-marketing-meydis.webp","width":1600,"height":900,"caption":"Segmentaci\u00f3n de una base de datos para personalizar campa\u00f1as y aumentar la conversi\u00f3n"},{"@type":"BreadcrumbList","@id":"https:\/\/www.meydis.com\/blog\/2026\/11\/10\/como-segmentar-base-datos\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/www.meydis.com\/blog\/"},{"@type":"ListItem","position":2,"name":"C\u00f3mo segmentar una base de datos para aumentar la conversi\u00f3n de tus campa\u00f1as"}]},{"@type":"WebSite","@id":"https:\/\/www.meydis.com\/blog\/#website","url":"https:\/\/www.meydis.com\/blog\/","name":"Meydis blog","description":"","publisher":{"@id":"https:\/\/www.meydis.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.meydis.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/www.meydis.com\/blog\/#organization","name":"Meydis blog","url":"https:\/\/www.meydis.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.meydis.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2024\/04\/logo-meydis-overlay.webp","contentUrl":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2024\/04\/logo-meydis-overlay.webp","width":1280,"height":357,"caption":"Meydis blog"},"image":{"@id":"https:\/\/www.meydis.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.instagram.com\/meydis_brand_lab\/","https:\/\/es.linkedin.com\/company\/grupo-meydis","https:\/\/www.youtube.com\/channel\/UC_w6Abwryzja0j5MjLHZBpw"]},{"@type":"Person","@id":"https:\/\/www.meydis.com\/blog\/#\/schema\/person\/6ad9140a9eeb1e48bc9ba84dbe31375d","name":"Jose Javier Engu\u00eddanos Ferrandis","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/07\/jose-javier-enguidanos-meydis-96x96.png","url":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/07\/jose-javier-enguidanos-meydis-96x96.png","contentUrl":"https:\/\/www.meydis.com\/blog\/wp-content\/uploads\/2026\/07\/jose-javier-enguidanos-meydis-96x96.png","caption":"Jose Javier Engu\u00eddanos Ferrandis"},"description":"M\u00e1s de 25 a\u00f1os de experiencia en desarrollo de negocio B2B, grandes cuentas, marketing directo, BPO de comunicaciones y log\u00edstica promocional. Participa en la definici\u00f3n y coordinaci\u00f3n de proyectos, conectando las necesidades del cliente con las \u00e1reas comerciales, operativas, tecnol\u00f3gicas y log\u00edsticas de la compa\u00f1\u00eda.","sameAs":["https:\/\/www.meydis.com\/blog\/author\/jose-javier\/","https:\/\/www.linkedin.com\/in\/jose-javier-enguidanos\/"],"url":"https:\/\/www.meydis.com\/blog\/author\/jose-javier\/"}]}},"_links":{"self":[{"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/posts\/23619","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/comments?post=23619"}],"version-history":[{"count":29,"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/posts\/23619\/revisions"}],"predecessor-version":[{"id":23672,"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/posts\/23619\/revisions\/23672"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/media\/23626"}],"wp:attachment":[{"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/media?parent=23619"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/categories?post=23619"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.meydis.com\/blog\/wp-json\/wp\/v2\/tags?post=23619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}