{"id":331,"date":"2025-02-03T19:58:29","date_gmt":"2025-02-03T19:58:29","guid":{"rendered":"https:\/\/jcgiusto.com\/es\/?p=331"},"modified":"2025-02-04T07:07:04","modified_gmt":"2025-02-04T07:07:04","slug":"powered-ice","status":"publish","type":"post","link":"https:\/\/jcgiusto.com\/es\/powered-ice\/","title":{"rendered":"Powered ICE - Priorizando Experimentos para Marcas de eCommerce Multimillonarias"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">TLDR<\/h2>\n\n\n\n<p>El ICE Score omite un factor crucial para los eCommerces que facturan millones: la potencia estad\u00edstica.<\/p>\n\n\n\n<p>A medida que escalas, necesitas detectar mejoras m\u00e1s peque\u00f1as con confianza.<\/p>\n\n\n\n<p>Pero no todos los experimentos tienen suficiente tr\u00e1fico o conversiones para detectar estos cambios.<\/p>\n\n\n\n<p>\u00bfEl riesgo? Lanzar experimentos que nunca llegan a significancia y perder miles en el intento.<\/p>\n\n\n\n<p><strong>Soluci\u00f3n<\/strong>: Agregar Potencia  (1-5) al ICE Score basado en el efecto m\u00ednimo detectable - MDE. <\/p>\n\n\n\n<p>Menor umbral de detecci\u00f3n = puntuaci\u00f3n m\u00e1s alta.<\/p>\n\n\n\n<p><strong>\u00bfQuieres la hoja de c\u00e1lculo que hace esto autom\u00e1ticamente?<\/strong> Deja tu email abajo.<\/p>\n\n\n\n\t\t<div id=\"-form_widget-91-75\" class=\"oxy-form-widget ff-oxy-element\" ><div class='fluentform ff-default fluentform_wrapper_6 ffs_custom_wrap'><form data-form_id=\"6\" id=\"fluentform_6\" class=\"frm-fluent-form fluent_form_6 ff-el-form-top ff_form_instance_6_1 ff-form-loading ffs_custom\" data-form_instance=\"ff_form_instance_6_1\" method=\"POST\" ><fieldset  style=\"border: none!important;margin: 0!important;padding: 0!important;background-color: transparent!important;box-shadow: none!important;outline: none!important; min-inline-size: 100%;\">\n                    <legend class=\"ff_screen_reader_title\" style=\"display: block; margin: 0!important;padding: 0!important;height: 0!important;text-indent: -999999px;width: 0!important;overflow:hidden;\">Powered ICE Acceso<\/legend><input type='hidden' name='__fluent_form_embded_post_id' value='331' \/><input type=\"hidden\" id=\"_fluentform_6_fluentformnonce\" name=\"_fluentform_6_fluentformnonce\" value=\"1be01da09e\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/es\/wp-json\/wp\/v2\/posts\/331\" \/><div class=\"ff-el-group ff-el-section-break  ff_left\" data-name=\"section_break-6_1\" ><h3 class='ff-el-section-title'><\/h3><div class='ff-section_break_desk'><h3 style=\"text-align: center\">\u00bfQuieres acceso a la Hoja de C\u00e1lculo Powered ICE?<\/h3>\n<p style=\"text-align: center\">\u00a1Deja tu email y te la enviar\u00e9 de inmediato!<\/p><\/div><hr \/><\/div><div class='ff-el-group'><div class=\"ff-el-input--label ff-el-is-required asterisk-right\"><label for='ff_6_email' aria-label=\"Email\">Email<\/label><\/div><div class='ff-el-input--content'><input type=\"email\" name=\"email\" id=\"ff_6_email\" class=\"ff-el-form-control\" data-name=\"email\"  aria-invalid=\"false\" aria-required=true><\/div><\/div><div class='ff-el-group ff-text-center ff_submit_btn_wrapper'><button type=\"submit\" class=\"ff-btn ff-btn-submit ff-btn-lg ff_btn_style wpf_has_custom_css\" >Suscr\u00edbete<\/button><\/div><\/fieldset><\/form><div id='fluentform_6_errors' class='ff-errors-in-stack ff_form_instance_6_1 ff-form-loading_errors ff_form_instance_6_1_errors'><\/div><\/div>        <script type=\"text\/javascript\">\n            window.fluent_form_ff_form_instance_6_1 = {\"id\":\"6\",\"settings\":{\"layout\":{\"labelPlacement\":\"top\",\"helpMessagePlacement\":\"with_label\",\"errorMessagePlacement\":\"inline\",\"cssClassName\":\"\",\"asteriskPlacement\":\"asterisk-right\"},\"restrictions\":{\"denyEmptySubmission\":{\"enabled\":false}}},\"form_instance\":\"ff_form_instance_6_1\",\"form_id_selector\":\"fluentform_6\",\"rules\":{\"email\":{\"required\":{\"value\":true,\"message\":\"Este campo es obligatorio\",\"global\":true,\"global_message\":\"Este campo es obligatorio\"},\"email\":{\"value\":true,\"message\":\"Este campo debe contener un correo electr\\u00f3nico v\\u00e1lido\",\"global\":true,\"global_message\":\"Este campo debe contener un correo electr\\u00f3nico v\\u00e1lido\"}}},\"debounce_time\":300};\n                    <\/script>\n        <\/div>\n\n\t\t\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/jcgiusto.com\/wp-content\/uploads\/2025\/01\/image-5-1024x279.png\" alt=\"\" class=\"wp-image-357\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" style=\"margin-top:var(--wp--preset--spacing--70);margin-bottom:var(--wp--preset--spacing--70)\"\/>\n\n\n\n<p>Como marco de priorizaci\u00f3n, el ICE Score tiene una carencia fundamental.<\/p>\n\n\n\n<p>Puede funcionar bien para startups y PyMEs...<\/p>\n\n\n\n<p>Pero <strong>si est\u00e1s haciendo Growth y Experimentaci\u00f3n para marcas multimillonarias, tu enfoque de priorizaci\u00f3n necesita evolucionar.<\/strong><\/p>\n\n\n\n<p>Necesita considerar m\u00e1s que solo Impacto, Confianza y Ease (Facilidad.<\/p>\n\n\n\n<p>La capacidad de tus experimentos para detectar efectos positivos con confianza deber\u00eda ser un componente crucial de tu ecuaci\u00f3n.<\/p>\n\n\n\n<p>En otras palabras, <strong>necesitas empezar a priorizar por potencia tambi\u00e9n<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Por Qu\u00e9 Importa la Potencia<\/h2>\n\n\n\n<p>A medida que las marcas escalan m\u00e1s all\u00e1 de los $5-10 millones, su enfoque de experimentaci\u00f3n madura.<\/p>\n\n\n\n<p>Con productos ya establecidos y canales rentables, comienzan a enfocarse en mejoras incrementales.<\/p>\n\n\n\n<p>\u00bfEl desaf\u00edo?<\/p>\n\n\n\n<p><strong>Detectar esas mejoras del 5% con confianza es dif\u00edcil.<\/strong><\/p>\n\n\n\n<p>Aqu\u00ed es donde entra el A\/B testing.<\/p>\n\n\n\n<p>Sin embargo, la capacidad de detectar cambios - potencia estad\u00edstica - depende del volumen de visitantes y las tasas de conversi\u00f3n.<\/p>\n\n\n\n<p>Y el ICE Score omite este elemento crucial.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Un ejemplo<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"360\" src=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_148-1024x360.webp\" alt=\"\" class=\"wp-image-334\" srcset=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_148-1024x360.webp 1024w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_148-300x105.webp 300w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_148-768x270.webp 768w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_148-600x211.webp 600w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_148.webp 1361w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Considera este ejemplo:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Una landing page para m\u00f3vil<\/strong> - 3,700 visitantes semanales, 2.7% de conversi\u00f3n - necesita un incremento del 10% para 90% de confianza y 80% de potencia (test de una cola)<\/li>\n\n\n\n<li><strong>El Slider del Carrito<\/strong> - 7,053 visitantes semanales, 26.6% de conversi\u00f3n - solo necesita un incremento del 6%<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"360\" src=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_150-1024x360.webp\" alt=\"\" class=\"wp-image-332\" srcset=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_150-1024x360.webp 1024w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_150-300x105.webp 300w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_150-768x270.webp 768w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_150-600x211.webp 600w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_150.webp 1361w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Con todo lo dem\u00e1s igual, los experimentos del Slider del Carrito deber\u00edan tener prioridad porque los efectos positivos son m\u00e1s f\u00e1ciles de detectar.<\/p>\n\n\n\n<p>Recuerda, <strong>todo se trata de acumular resultados positivos para generar un crecimiento exponencial a medio y largo plazo.<\/strong><\/p>\n\n\n\n<p>Entonces, \u00bfcu\u00e1l es la soluci\u00f3n?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Presentando Powered ICE<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"239\" src=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_146-1024x239.webp\" alt=\"\" class=\"wp-image-336\" srcset=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_146-1024x239.webp 1024w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_146-300x70.webp 300w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_146-768x179.webp 768w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_146-600x140.webp 600w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_146.webp 1361w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Este marco mejorado agrega Potencia (calificaci\u00f3n 1-5) basado en el Efecto M\u00ednimo Detectable (MDE) del experimento.<\/p>\n\n\n\n<p>Cuanto m\u00e1s bajo el MDE, m\u00e1s alta la puntuaci\u00f3n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>1: MDE es mayor que 10%<\/li>\n\n\n\n<li>2: MDE entre 8% y 10%<\/li>\n\n\n\n<li>3: MDE entre 6% y 8%<\/li>\n\n\n\n<li>4: MDE entre 4% y 6%<\/li>\n\n\n\n<li>5: MDE entre 2% y 4%<\/li>\n<\/ul>\n\n\n\n<p>Si el MDE es menor que 2%, podr\u00eda ser prudente aumentar el umbral del valor p.<\/p>\n\n\n\n<p><strong>De esta manera, los journeys (y experimentos) con MDEs m\u00e1s altos tendr\u00e1n una puntuaci\u00f3n pICE m\u00e1s baja que otros.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Haciendo las Cosas Pr\u00e1cticas (y Autom\u00e1ticas)<\/h2>\n\n\n\n<p>Para hacer este proceso m\u00e1s f\u00e1cil y justo, he creado una Hoja de C\u00e1lculo que asigna autom\u00e1ticamente una Puntuaci\u00f3n de Potencia a un recorrido basado en los MDEs de otros recorridos.<\/p>\n\n\n\n<p>Todo lo que necesitas hacer es:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Ingresar los datos relevantes para cada recorrido, como P\u00e1gina, Dispositivo, Segmento, Visitantes Semanales y Conversiones.<\/li>\n\n\n\n<li>Realizar un an\u00e1lisis previo r\u00e1pido para determinar el MDE m\u00ednimo.<\/li>\n\n\n\n<li>Ingresar el MDE.<\/li>\n<\/ol>\n\n\n\n<p>Y voil\u00e0: la hoja de c\u00e1lculo calcula la Puntuaci\u00f3n de Potencia del recorrido.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/jcgiusto.com\/wp-content\/uploads\/2025\/01\/image-5-1024x279.png\" alt=\"\" class=\"wp-image-357\"\/><\/figure>\n\n\n\n<p>En la segunda pesta\u00f1a, puedes hacer referencia al Journey y se asignar\u00e1 autom\u00e1ticamente una Sore de Potencia.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/jcgiusto.com\/wp-content\/uploads\/2025\/01\/image-1-1024x115.png\" alt=\"\" class=\"wp-image-319\"\/><\/figure>\n\n\n\n<p>Si quieres acceso a la hoja de c\u00e1lculo, haz clic en el bot\u00f3n de abajo:<\/p>\n\n\n\n\t\t<div id=\"-form_widget-91-75\" class=\"oxy-form-widget ff-oxy-element\" ><div class='fluentform ff-default fluentform_wrapper_6 ffs_custom_wrap'><form data-form_id=\"6\" id=\"fluentform_6\" class=\"frm-fluent-form fluent_form_6 ff-el-form-top ff_form_instance_6_2 ff-form-loading ffs_custom\" data-form_instance=\"ff_form_instance_6_2\" method=\"POST\" ><fieldset  style=\"border: none!important;margin: 0!important;padding: 0!important;background-color: transparent!important;box-shadow: none!important;outline: none!important; min-inline-size: 100%;\">\n                    <legend class=\"ff_screen_reader_title\" style=\"display: block; margin: 0!important;padding: 0!important;height: 0!important;text-indent: -999999px;width: 0!important;overflow:hidden;\">Powered ICE Acceso<\/legend><input type='hidden' name='__fluent_form_embded_post_id' value='331' \/><input type=\"hidden\" id=\"_fluentform_6_fluentformnonce\" name=\"_fluentform_6_fluentformnonce\" value=\"1be01da09e\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/es\/wp-json\/wp\/v2\/posts\/331\" \/><div class=\"ff-el-group ff-el-section-break  ff_left\" data-name=\"section_break-6_1\" ><h3 class='ff-el-section-title'><\/h3><div class='ff-section_break_desk'><h3 style=\"text-align: center\">\u00bfQuieres acceso a la Hoja de C\u00e1lculo Powered ICE?<\/h3>\n<p style=\"text-align: center\">\u00a1Deja tu email y te la enviar\u00e9 de inmediato!<\/p><\/div><hr \/><\/div><div class='ff-el-group'><div class=\"ff-el-input--label ff-el-is-required asterisk-right\"><label for='ff_6_2_email' aria-label=\"Email\">Email<\/label><\/div><div class='ff-el-input--content'><input type=\"email\" name=\"email\" id=\"ff_6_2_email\" class=\"ff-el-form-control\" data-name=\"email\"  aria-invalid=\"false\" aria-required=true><\/div><\/div><div class='ff-el-group ff-text-center ff_submit_btn_wrapper'><button type=\"submit\" class=\"ff-btn ff-btn-submit ff-btn-lg ff_btn_style wpf_has_custom_css\" >Suscr\u00edbete<\/button><\/div><\/fieldset><\/form><div id='fluentform_6_errors' class='ff-errors-in-stack ff_form_instance_6_2 ff-form-loading_errors ff_form_instance_6_2_errors'><\/div><\/div>        <script type=\"text\/javascript\">\n            window.fluent_form_ff_form_instance_6_2 = {\"id\":\"6\",\"settings\":{\"layout\":{\"labelPlacement\":\"top\",\"helpMessagePlacement\":\"with_label\",\"errorMessagePlacement\":\"inline\",\"cssClassName\":\"\",\"asteriskPlacement\":\"asterisk-right\"},\"restrictions\":{\"denyEmptySubmission\":{\"enabled\":false}}},\"form_instance\":\"ff_form_instance_6_2\",\"form_id_selector\":\"fluentform_6\",\"rules\":{\"email\":{\"required\":{\"value\":true,\"message\":\"Este campo es obligatorio\",\"global\":true,\"global_message\":\"Este campo es obligatorio\"},\"email\":{\"value\":true,\"message\":\"Este campo debe contener un correo electr\\u00f3nico v\\u00e1lido\",\"global\":true,\"global_message\":\"Este campo debe contener un correo electr\\u00f3nico v\\u00e1lido\"}}},\"debounce_time\":300};\n                    <\/script>\n        <\/div>\n\n\t\t\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Una Nota R\u00e1pida sobre MDEs<\/h3>\n\n\n\n<p>Calcular el MDE puede ser m\u00e1s un arte que una ciencia.<\/p>\n\n\n\n<p>Dicho esto, uso algunas reglas generales para guiar mi enfoque:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>No ejecuto experimentos por m\u00e1s de 4 semanas. Las cookies se eliminan despu\u00e9s de 28 d\u00edas, lo que puede contaminar los datos.<\/li>\n\n\n\n<li>T\u00edpicamente elijo 3 o 4 semanas para las pruebas. No me importa esperar, siempre que pueda alcanzar el nivel de significancia deseado.<\/li>\n\n\n\n<li>Si el MDE es demasiado bajo (menos de 2-3%) al 90% de significancia, considerar\u00e9 acortar la prueba o aumentar el nivel de significancia.<\/li>\n<\/ul>\n\n\n\n<p>Si te gustar\u00eda aprender m\u00e1s sobre c\u00f3mo calcular MDEs y determinar niveles de confianza, h\u00e1zmelo saber en los comentarios.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusi\u00f3n<\/h2>\n\n\n\n<p>No estoy criticando el ICE Score en absoluto. <\/p>\n\n\n\n<p>El marco sigue siendo valioso, particularmente para startups y peque\u00f1as empresas que no pueden ejecutar pruebas A\/B debido a recursos limitados. <\/p>\n\n\n\n<p>Sin embargo, <strong>la potencia se convierte en un componente cr\u00edtico de la ecuaci\u00f3n de priorizaci\u00f3n para organizaciones m\u00e1s grandes, donde los experimentos controlados aleatorios son el pan de cada d\u00eda de su estrategia de crecimiento.<\/strong> <\/p>\n\n\n\n<p>Y no tenerlo en cuenta puede llevar a programas de experimentaci\u00f3n sin impacto, desperdiciando cientos de miles de d\u00f3lares en el proceso.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aprende la forma en la que eCommerce mutimillonarios priorizan sus experimentos.<\/p>\n","protected":false},"author":1,"featured_media":339,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[],"class_list":["post-331","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - 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