44:["$","title",null,{"children":"Marketing indicators | Allen Q | Observable"}] 4c:T7f1, tarjetas = { const euro = new Intl.NumberFormat("es-ES", { style: "currency", currency: "EUR", maximumFractionDigits: 0 }); const datos = [ { nombre: "ARPU mensual", valor: euro.format(metricas.arpu), detalle: "Ingreso por cliente activo", color: "#2563eb" }, { nombre: "ARR", valor: euro.format(metricas.arr), detalle: "Ingresos recurrentes anualizados", color: "#2563eb" }, { nombre: "CAC", valor: euro.format(metricas.cac), detalle: "Coste por nuevo cliente", color: "#f59e0b" }, { nombre: "LTV de margen", valor: euro.format(metricas.ltvMargen), detalle: "Contribución bruta esperada", color: "#14b8a6" }, { nombre: "LTV / CAC", valor: metricas.ratio.toFixed(2) + "×", detalle: "Relación de valor y adquisición", color: metricas.ratio > 1 ? "#16a34a" : "#dc2626" }, { nombre: "CAC Payback", valor: metricas.payback.toFixed(1) + " meses", detalle: "Recuperación estimada del CAC", color: "#7c3aed" } ]; return html`

${datos.map(d => html`

${d.nombre}

${d.valor}

${d.detalle}

`)}

`; } 4d:T44d, comparacion = { const datos = [ { indicador: "Coste de captación (CAC)", euros: metricas.cac, color: "#ef4444" }, { indicador: "LTV ajustado por margen", euros: metricas.ltvMargen, color: "#10b981" } ]; const formato = new Intl.NumberFormat("es-ES", { style: "currency", currency: "EUR", maximumFractionDigits: 0 }); return Plot.plot({ width, height: 230, marginLeft: 190, marginRight: 80, x: { label: "Euros por cliente", grid: true, domain: [ 0, Math.max(metricas.cac, metricas.ltvMargen) * 1.28 ] }, y: { label: null }, marks: [ Plot.barX(datos, { x: "euros", y: "indicador", fill: d => d.color, title: d => `${d.indicador}: ${formato.format(d.euros)}` }), Plot.text(datos, { x: "euros", y: "indicador", text: d => formato.format(d.euros), dx: 7, textAnchor: "start", fontWeight: 600 }), Plot.ruleX([0]) ] }); } 4e:T434, evolucion = { const meses = Math.round(p.permanencia * 12); const datos = Array.from( {length: meses + 1}, (_, mes) => ({ mes, saldo: mes * metricas.contribucionMensual - metricas.cac }) ); const puntoRecuperacion = metricas.payback <= meses ? [{mes: metricas.payback, saldo: 0}] : []; return Plot.plot({ width, height: 320, marginLeft: 85, x: { label: "Meses desde la adquisición", domain: [0, meses], grid: true }, y: { label: "Contribución acumulada neta (€)", grid: true }, marks: [ Plot.ruleY([0], { stroke: "#dc2626", strokeDasharray: "5,4", strokeWidth: 1.5 }), Plot.line(datos, { x: "mes", y: "saldo", stroke: "#2563eb", strokeWidth: 3 }), Plot.dot(puntoRecuperacion, { x: "mes", y: "saldo", r: 6, fill: "#16a34a", title: d => `CAC recuperado en ${d.mes.toFixed(1)} meses` }) ] }); } 4f:T49e, sensibilidad = { const vidas = Array.from( {length: 16}, (_, i) => 0.5 + i * 0.5 ); const margenes = [ 10, 20, 30, 40, 50, 60, 70, 80, 90 ]; const datos = vidas.flatMap(vida => margenes.map(margen => ({ vida, margen, ratio: p.arpu * 12 * vida * (margen / 100) / metricas.cac })) ); const color = ratio => ratio < 1 ? "#fecaca" : ratio < 3 ? "#fde68a" : "#bbf7d0"; return Plot.plot({ width, height: 390, marginLeft: 65, x: { type: "band", domain: vidas, label: "Vida media del cliente (años)" }, y: { type: "band", domain: [...margenes].reverse(), label: "Margen bruto (%)" }, marks: [ Plot.cell(datos, { x: "vida", y: "margen", fill: d => color(d.ratio), inset: 1, title: d => `Vida: ${d.vida} años\n` + `Margen: ${d.margen}%\n` + `LTV/CAC: ${d.ratio.toFixed(2)}×` }), Plot.text(datos, { x: "vida", y: "margen", text: d => d.ratio.toFixed(1), fontSize: 10, fill: "#1f2937" }) ] }); } 50:T57d, diagnostico = { const r = metricas.ratio; const sostenible = r > 1; const estado = sostenible ? "El margen esperado supera el CAC." : "El margen esperado no cubre el CAC."; const color = sostenible ? "#15803d" : "#b91c1c"; const nuevos = Math.round(metricas.nuevos) .toLocaleString("es-ES"); return html`

Diagnóstico comercial

${estado}

Con la conversión actual se esperan ${nuevos} clientes nuevos al año.

La relación LTV/CAC es ${r.toFixed(2)}×, con una recuperación estimada del CAC en ${metricas.payback.toFixed(1)} meses .

El coste por visita comercial es ${metricas.cpc.toFixed(2)} € .

Proyección basada en las hipótesis introducidas. No representa una previsión financiera validada.

`; } 51:[] 48:{"id":"0b5fe099987eb898","slug":"marketing-indicators","title":"Marketing indicators","thumbnail":"818f8f0470e9a4c6c651aa4b6451aca170ce87f5707bb797669c9866928943a0","access_level":"public","create_time":"$D2026-11-13T01:41:16.061Z","update_time":"$D2026-11-13T01:44:08.986Z","view_time":null,"first_public_time":"$D2026-11-13T01:55:52.175Z","has_unpublished_edits":null,"fork":false,"stars":0,"starred":false,"owner":{"type":"team","id":"9b777312fea6dc77","login":"allen-q","name":"Allen Q","avatar_url":"https://avatars-next.observableusercontent.com/f32293ffdef37fc20c657b7076e05c45826631edaf56406066aec07922e29316","tier":"starter_2024","bio":"","followed_by_you":false,"follows_you":false},"version":29,"publish_version":29,"role":null,"authored":false,"authors":[{"type":"individual","id":"a8a0f4ea11d88ae6","login":"allen-q","name":"Allen Q","avatar_url":"https://avatars-next.observableusercontent.com/f32293ffdef37fc20c657b7076e05c45826631edaf56406066aec07922e29316","tier":null,"bio":"","followed_by_you":false,"follows_you":false}],"members":[{"type":"team","id":"9b777312fea6dc77","login":"allen-q","name":"Allen Q","avatar_url":"https://avatars-next.observableusercontent.com/f32293ffdef37fc20c657b7076e05c45826631edaf56406066aec07922e29316","tier":"starter_2024","role":"editor"}],"comments":[],"custom_thumbnail":false,"trashed":false,"lapsed":null,"subscribed":null,"forks":0,"collection":null,"type":"notebook","body":{"titling":"auto","title":"Marketing indicators","cells":[{"id":1,"value":"# Marketing indicators","pinned":false,"hidden":false,"mode":"md","author":"$undefined","summary":"$undefined","tool":"$undefined","providerMetadata":"$undefined","attachments":"$undefined","output":"$undefined","database":"$undefined"},{"id":2,"value":"\nviewof p = Inputs.form({\n arpu: Inputs.range([5, 250], {\n value: 45,\n step: 5,\n label: \"Cuota mensual por cliente (€)\"\n }),\n activos: Inputs.range([100, 20000], {\n value: 2500,\n step: 100,\n label: \"Clientes activos\"\n }),\n visitantes: Inputs.range([1000, 50000], {\n value: 12000,\n step: 500,\n label: \"Visitas comerciales anuales\"\n }),\n conversion: Inputs.range([0.5, 20], {\n value: 5,\n step: 0.5,\n label: \"Conversión a cliente (%)\"\n }),\n inversion: Inputs.range([1000, 250000], {\n value: 60000,\n step: 1000,\n label: \"Coste anual de captación (€)\"\n }),\n permanencia: Inputs.range([0.5, 8], {\n value: 3,\n step: 0.5,\n label: \"Vida media del cliente (años)\"\n }),\n margen: Inputs.range([10, 90], {\n value: 55,\n step: 5,\n label: \"Margen bruto (%)\"\n })\n})\n","pinned":false,"hidden":false,"mode":"ojs","author":"$undefined","summary":"$undefined","tool":"$undefined","providerMetadata":"$undefined","attachments":"$undefined","output":"$undefined","database":"$undefined"},{"id":3,"value":"\nmetricas = {\n const nuevos = p.visitantes * p.conversion / 100;\n const mrr = p.arpu * p.activos;\n const arr = mrr * 12;\n\n const ltv = p.arpu * 12 * p.permanencia;\n const ltvMargen = ltv * p.margen / 100;\n\n const cpc = p.inversion / p.visitantes;\n const cac = p.inversion / nuevos;\n\n const ratio = ltvMargen / cac;\n const contribucionMensual = p.arpu * p.margen / 100;\n const payback = cac / contribucionMensual;\n\n return {\n nuevos,\n mrr,\n arr,\n arpu: p.arpu,\n cpc,\n cac,\n ltv,\n ltvMargen,\n ratio,\n payback,\n contribucionMensual\n };\n}\n","pinned":false,"hidden":false,"mode":"ojs","author":"$undefined","summary":"$undefined","tool":"$undefined","providerMetadata":"$undefined","attachments":"$undefined","output":"$undefined","database":"$undefined"},{"id":4,"value":"$4c","pinned":false,"hidden":false,"mode":"ojs","author":"$undefined","summary":"$undefined","tool":"$undefined","providerMetadata":"$undefined","attachments":"$undefined","output":"$undefined","database":"$undefined"},{"id":5,"value":"$4d","pinned":false,"hidden":false,"mode":"ojs","author":"$undefined","summary":"$undefined","tool":"$undefined","providerMetadata":"$undefined","attachments":"$undefined","output":"$undefined","database":"$undefined"},{"id":6,"value":"$4e","pinned":false,"hidden":false,"mode":"ojs","author":"$undefined","summary":"$undefined","tool":"$undefined","providerMetadata":"$undefined","attachments":"$undefined","output":"$undefined","database":"$undefined"},{"id":7,"value":"$4f","pinned":false,"hidden":false,"mode":"ojs","author":"$undefined","summary":"$undefined","tool":"$undefined","providerMetadata":"$undefined","attachments":"$undefined","output":"$undefined","database":"$undefined"},{"id":8,"value":"$50","pinned":false,"hidden":false,"mode":"ojs","author":"$undefined","summary":"$undefined","tool":"$undefined","providerMetadata":"$undefined","attachments":"$undefined","output":"$undefined","database":"$undefined"}],"files":"$W51","stdlib":"2"}} 24:null