{"id":344,"date":"2025-02-03T20:16:13","date_gmt":"2025-02-03T20:16:13","guid":{"rendered":"https:\/\/jcgiusto.com\/es\/?p=344"},"modified":"2025-02-10T09:05:37","modified_gmt":"2025-02-10T09:05:37","slug":"considerando-ingresos-en-priorizacion","status":"publish","type":"post","link":"https:\/\/jcgiusto.com\/es\/considerando-ingresos-en-priorizacion\/","title":{"rendered":"Considerando Ingresos Potenciales en tu Framework de Priorizaci\u00f3n"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">TLDR<\/h2>\n\n\n\n<p><strong>El ICE Score y el Powered ICE Score tienen un gran problema - no consideran el impacto potencial en ingresos.<\/strong><\/p>\n\n\n\n<p>Dos experimentos con el mismo MDE no son iguales si uno podr\u00eda generar sustancialmente m\u00e1s ingresos.<\/p>\n\n\n\n<p>La soluci\u00f3n es una f\u00f3rmula que equilibra tanto el potencial de ingresos como la dificultad para detectar victorias (MDE).<\/p>\n\n\n\n<p>\u00bfQuieres implementar esto automaticamente? <strong>Obt\u00e9n mi hoja de c\u00e1lculo dejando tu email abajo<\/strong>.<\/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_7 ffs_custom_wrap'><form data-form_id=\"7\" id=\"fluentform_7\" class=\"frm-fluent-form fluent_form_7 ff-el-form-top ff_form_instance_7_1 ff-form-loading ffs_custom\" data-form_instance=\"ff_form_instance_7_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 2.0 Acceso<\/legend><input type='hidden' name='__fluent_form_embded_post_id' value='344' \/><input type=\"hidden\" id=\"_fluentform_7_fluentformnonce\" name=\"_fluentform_7_fluentformnonce\" value=\"1be01da09e\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/es\/wp-json\/wp\/v2\/posts\/344\" \/><div class=\"ff-el-group ff-el-section-break  ff_left\" data-name=\"section_break-7_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 2.0?<\/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_7_email' aria-label=\"Email\">Email<\/label><\/div><div class='ff-el-input--content'><input type=\"email\" name=\"email\" id=\"ff_7_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_7_errors' class='ff-errors-in-stack ff_form_instance_7_1 ff-form-loading_errors ff_form_instance_7_1_errors'><\/div><\/div>        <script type=\"text\/javascript\">\n            window.fluent_form_ff_form_instance_7_1 = {\"id\":\"7\",\"settings\":{\"layout\":{\"labelPlacement\":\"top\",\"helpMessagePlacement\":\"with_label\",\"errorMessagePlacement\":\"inline\",\"cssClassName\":\"\",\"asteriskPlacement\":\"asterisk-right\"},\"restrictions\":{\"denyEmptySubmission\":{\"enabled\":false}}},\"form_instance\":\"ff_form_instance_7_1\",\"form_id_selector\":\"fluentform_7\",\"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-3-1024x249.png\" alt=\"\" class=\"wp-image-341\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\"\/>\n\n\n\n<p>En un <a href=\"https:\/\/jcgiusto.com\/es\/powered-ice\/\">art\u00edculo pasado<\/a>, expliqu\u00e9 que el ICE Score tiene una carencia muy fundamental, especialmente para marcas multimillonarias.<\/p>\n\n\n\n<p>No considera potencia, la capacidad de un experimento para detectar un cambio con confianza.<\/p>\n\n\n\n<p> E introduje el Powered ICE para resolverlo. <\/p>\n\n\n\n<p>Pero en realidad, hay m\u00e1s que considerar: <strong>Ingresos Potenciales.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>No todos los MDEs son iguales<\/strong><\/strong><\/h2>\n\n\n\n<p>El impacto potencial en ingresos de un recorrido puede calcularse usando una f\u00f3rmula simple:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Visitantes \u00d7 Tasa de Conversi\u00f3n \u00d7 AOV \u00d7 MDE<\/strong><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"316\" src=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_145-1024x316.webp\" alt=\"\" class=\"wp-image-337\" srcset=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_145-1024x316.webp 1024w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_145-300x93.webp 300w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_145-768x237.webp 768w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_145-600x185.webp 600w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_145.webp 1361w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>En otras palabras, <strong>esta f\u00f3rmula calcula el incremento de ingresos que ver\u00edamos si el experimento alcanza el MDE.<\/strong><\/p>\n\n\n\n<p>Sin embargo, tomar este n\u00famero al pie de la letra priorizar\u00eda recorridos con MDEs m\u00e1s altos, ya que el incremento ser\u00eda mayor.<\/p>\n\n\n\n<p>Si dos journeys tienen el mismo MDE pero uno tiene un Impacto Potencial en Ingresos m\u00e1s alto, ese deber\u00eda tener mayor prioridad.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"790\" src=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_149-1024x790.webp\" alt=\"\" class=\"wp-image-333\" srcset=\"https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_149-1024x790.webp 1024w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_149-300x231.webp 300w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_149-768x593.webp 768w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_149-600x463.webp 600w, https:\/\/jcgiusto.com\/es\/wp-content\/uploads\/sites\/5\/2025\/02\/frame_149.webp 1361w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Despu\u00e9s de todo, <strong>nos interesan tambi\u00e9n los ingresos, no solo la capacidad de detectarlos<\/strong>. <\/p>\n\n\n\n<p>La pregunta es: \u00bfc\u00f3mo podemos combinar los dos?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Creando un Proxy<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/jcgiusto.com\/wp-content\/uploads\/2025\/01\/frame_138-1024x239.webp\" alt=\"\" class=\"wp-image-317\"\/><\/figure>\n\n\n\n<p><strong>La mejor manera que encontr\u00e9 para combinar tanto los Ingresos Potenciales como el MDE es un proxy que sigue estos criterios:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mayor potencial de ingresos deber\u00eda aumentar la prioridad <\/li>\n\n\n\n<li>Mayor MDE deber\u00eda disminuir la prioridad <\/li>\n\n\n\n<li>La relaci\u00f3n deber\u00eda ser no lineal ya que MDEs m\u00e1s altos son muy dif\u00edciles de lograr <\/li>\n<\/ul>\n\n\n\n<p>Experiment\u00e9 con Claude para determinar la mejor f\u00f3rmula y llegu\u00e9 a la siguiente:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Proxy de Ingresos Potenciales = Ingresos Potenciales * e^(-MDE\/0.05)<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>Como puedes ver, cuanto m\u00e1s alto el MDE, m\u00e1s bajo el Proxy de Ingresos Potenciales.<\/p>\n\n\n\n<p>El 0.05 puede parecer arbitrario, pero tiene mucho sentido:<\/p>\n\n\n\n<p>Se elige porque la mayor\u00eda de las pruebas A\/B t\u00edpicamente apuntan a MDEs entre 2-10%<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Con MDE<\/strong> = 2% (0.02), el factor de penalizaci\u00f3n es e^(-0.4) \u2248 0.67 <\/li>\n\n\n\n<li><strong>Con MDE<\/strong> = 5% (0.05), el factor de penalizaci\u00f3n es e^(-1) \u2248 0.37 <\/li>\n\n\n\n<li><strong>Con MDE<\/strong> = 10% (0.10), el factor de penalizaci\u00f3n es e^(-2) \u2248 0.14 <\/li>\n<\/ul>\n\n\n\n<p>Podr\u00edas experimentar con el factor de decaimiento seg\u00fan tu situaci\u00f3n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Con 0.03:<\/strong> Penalizaciones m\u00e1s agresivas (mejor para negocios adversos al riesgo) <\/li>\n\n\n\n<li><strong>Con 0.05:<\/strong> Penalizaciones equilibradas (bueno para la mayor\u00eda de los negocios) <\/li>\n\n\n\n<li><strong>Con 0.07:<\/strong> Penalizaciones m\u00e1s indulgentes (mejor para programas de pruebas en etapa temprana)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Clasific\u00e1ndo<\/strong> <strong>Experimentos<\/strong><\/h2>\n\n\n\n<p>El paso final es <strong>clasificar los Proxies de los recorridos en relaci\u00f3n entre s\u00ed<\/strong>, lo cual puede hacerse manualmente o autom\u00e1ticamente usando una f\u00f3rmula de Excel o Google Sheets. <\/p>\n\n\n\n<p><strong>Este enfoque nos permite priorizar recorridos con el mayor impacto y el MDE m\u00e1s peque\u00f1o<\/strong>, mientras se asigna una puntuaci\u00f3n pICE baja a experimentos que tendr\u00edan menos probabilidades de alcanzar significancia estad\u00edstica o tienen un bajo impacto en ingresos.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Facilitando las Cosas<\/h3>\n\n\n\n<p>Para hacer este proceso m\u00e1s f\u00e1cil, <strong>he creado una Hoja de C\u00e1lculo que asigna autom\u00e1ticamente la nueva Puntuaci\u00f3n de Potencia<\/strong> a un recorrido basado en el Impacto del Proxy de Ingresos relativo. Tvodo lo que necesitas hacer es:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ingresar los datos relevantes para cada recorrido, como P\u00e1gina de Prueba, Dispositivo, Segmento, Visitantes Semanales, AOV, Conversiones y M\u00e9trica de \u00c9xito.<\/li>\n\n\n\n<li>Ingresar el MDE. <\/li>\n<\/ul>\n\n\n\n<p>Y voil\u00e0: la hoja de c\u00e1lculo calcula la Puntuaci\u00f3n de Poder del Journey. <\/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-3-1024x249.png\" alt=\"\" class=\"wp-image-341\"\/><\/figure>\n\n\n\n<p>En la segunda pesta\u00f1a, puedes hacer referencia al Recorrido y se asignar\u00e1 autom\u00e1ticamente una Puntuaci\u00f3n de Potencia.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><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_7 ffs_custom_wrap'><form data-form_id=\"7\" id=\"fluentform_7\" class=\"frm-fluent-form fluent_form_7 ff-el-form-top ff_form_instance_7_2 ff-form-loading ffs_custom\" data-form_instance=\"ff_form_instance_7_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 2.0 Acceso<\/legend><input type='hidden' name='__fluent_form_embded_post_id' value='344' \/><input type=\"hidden\" id=\"_fluentform_7_fluentformnonce\" name=\"_fluentform_7_fluentformnonce\" value=\"1be01da09e\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/es\/wp-json\/wp\/v2\/posts\/344\" \/><div class=\"ff-el-group ff-el-section-break  ff_left\" data-name=\"section_break-7_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 2.0?<\/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_7_2_email' aria-label=\"Email\">Email<\/label><\/div><div class='ff-el-input--content'><input type=\"email\" name=\"email\" id=\"ff_7_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_7_errors' class='ff-errors-in-stack ff_form_instance_7_2 ff-form-loading_errors ff_form_instance_7_2_errors'><\/div><\/div>        <script type=\"text\/javascript\">\n            window.fluent_form_ff_form_instance_7_2 = {\"id\":\"7\",\"settings\":{\"layout\":{\"labelPlacement\":\"top\",\"helpMessagePlacement\":\"with_label\",\"errorMessagePlacement\":\"inline\",\"cssClassName\":\"\",\"asteriskPlacement\":\"asterisk-right\"},\"restrictions\":{\"denyEmptySubmission\":{\"enabled\":false}}},\"form_instance\":\"ff_form_instance_7_2\",\"form_id_selector\":\"fluentform_7\",\"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","protected":false},"excerpt":{"rendered":"<p>Por qu\u00e9 necesitas empezar a considerar ingresos potenciales al priorizar experimentos.<\/p>\n","protected":false},"author":1,"featured_media":338,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[],"class_list":["post-344","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 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Considerando Ingresos Potenciales en tu Framework de Priorizaci\u00f3n<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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