A CTIVOS DEL MARKETING

Estimate (95% CI)

1.26 (1.19, 1.33)

1.58 (1.36, 1.83)

1.53 (1.19, 1.96)

1.02 (0.92, 1.13)

3.02 (2.52, 3.62)

0.75 (0.4, 1.41)

2.11 (1.94, 2.3)

5.36 (3.32, 8.66)

1.27 (1.07, 1.51)

2.4 (2.05, 2.81)

1.06 (0.63, 1.79)

1.79 (1.66, 1.93)

3.02 (2.04, 4.47)

1.54 (1.36, 1.74)

1.35 (1.2, 1.52)

Hazard ratio

6B;m`2 8Xe, _2bmHib 7`QK KmHiBp`B#H2 +QKT2iBM; `BbFb MHvbBb Q7 i?2 bbQ+BiBQMb #2ir22M `BbF 7+iQ`b M/ i?2 ?x`/ `iBQb Q7 +mHHBM; M/ KQ`iHBiv Q7 KmHiBT`Qmb +Qrb 7`QK e8 Tbim`2@;`x2/- b2bQMH@ +HpBM; ?2`/b Qp2` irQ b2bQMb 7`QK 7Qm` `2;BQMb Q7 L2r w2HM/

8X8X .Aa*laaAPL RR8 BM+`2b2/ `BbF Q7 #Qi? +mHHBM; M/ KQ`iHBiv 7QHHQrBM; /bviQ+B UmT iQ kXy@7QH/ BM+`2b2/ ?x`/ M/ RXe@7QH/ BM+`2b2/ Q//b- `2bT2+iBp2HvVX Cm/;BM; #v i?2 bBKBH` bi`2M;i?b Q7 bbQ+BiBQM- Bi TT2`b i?i i?2 K2+?MBbK #v r?B+? /vbiQ+B z2+ib +mHHBM; M/ KQ`iHBiv Bb i?`Qm;? bBKBH` K2+?MBbKb +`Qbb /Bz2`2Mi KM;2K2Mi bvbi2KbX

h?2 iQiH +mbH Ti?rv Q7 /vbiQ+B QM BM+`2b2/ `BbF Q7 KQ`iHBiv Bb b2H7@2pB/2Mi- r?2`2b i?2 BM+`2b2/ `BbF Q7 +mHHBM; Bb HBF2Hv BM/B`2+i i?`Qm;? BKTB`2/ `2T`Q/m+iBp2 T2`7Q`KM+2 b `2bmHi Q7 mi2`BM2 BM72+iBQM M/ K2i#QHB+ /BbQ`/2`b- M/ i?`Qm;? `2/m+2/ KBHF T`Q/m+iBQM (1`# 2i HX- RN38- >2m2` 2i HX- RNNN)X AM //BiBQM- r2 BM+Hm/2/ TQbi@+HpBM; i`2iK2Mib b b2T`i2 K2bm`2 BM Qm` bim/vX 6`K2`b `2+Q`/2/ TQbi@+HpBM; i`2iK2Mib b2T`i2Hv 7`QK /vbiQ+B M/ Bi rb HBF2Hv i?i i?2v /Q+mK2Mi2/ i?2b2 i`2iK2Mib KQ`2 ++m`i2Hv i?M biBHH#B`i? Q` +HpBM; 2b2 #2+mb2 Bi rb KM/iQ`v iQ `2+Q`/ i`2iK2Mib rBi? K2i Q` KBHF rBi??QH/BM; T2`BQ/b- bm+? b 7Q` mb2 Q7 MiB#BQiB+b M/ MiB@BM~KKiQ`v /`m;bX b bm+?- `2+Q`/ Q7 TQbi@+HpBM; i`2iK2Mi Bb HBF2Hv iQ `2~2+i KQ`2 b2p2`2 7Q`Kb Q7 /vbiQ+B i?i +mb2/ bB;MB}+Mi i`mK- bm+? b +2`pB+H Q` p;BMH H+2`iBQM Q` Q#bi2i`B+ T`HvbBbX ++Q`/BM;Hv- TQbi@+HpBM; i`2iK2Mi 7Q` +HpBM; /B{+mHiv rb bbQ+Bi2/ rBi? RXN@ M/ RX8@7QH/ BM+`2b2/ `i2 Q7 +mHHBM; M/ KQ`iHBiv BM T`BKBT`Qmb M/ KmHiBT`Qmb +Qrb- `2bT2+iBp2HvX Pp2`HH- Qm` }M/BM;b bmTTQ`i i?2 `2+QKK2M/iBQMb Q7 i?2 T`2pBQmbHv@+Bi2/ mi?Q`b 7Q` 7`K2`b iQ BKT`Qp2 +HpBM; KM;2K2Mi #v T`QpB/BM; iBK2Hv M/ TT`QT`Bi2 BMi2`p2MiBQM iQ `2/m+2 i?2 BM+B/2M+2 Q` b2p2`Biv Q7 /vbiQ+B- M/ 7Q` /B`v +iiH2 #`22/2`b iQ b22F ;2M2iB+ bQHmiBQMb iQ BKT`Qp2 +HpBM; 2b2X

8X8Xk JbiBiBb M/ AM+`2b2/ a**

JbiBiBb BM /B`v +Qrb Bb +QKKQMHv bbQ+Bi2/ rBi? BM+`2b2/ `BbF Q7 +mHHBM; ("2m/2m 2i HX- kyyy)X q2 HbQ `2TQ`i TQbBiBp2 bbQ+BiBQM #2ir22M +HBMB+H KbiBiBb M/ +mHHBM; BM T`BKBT`Qmb +Qrb- M/ BM KmHiBT`Qmb +Qrb #Qi? #27Q`2 M/ 7QHHQrBM; kyy / 7i2` i?2 }`bi +b2 URX9- j M/ kXR@7QH/- `2bT2+iBp2HvVX h?2 2biBKi2b 7Q` KmHiBT`Qmb +Qrb r2`2 bBKBH` iQ i?Qb2 `2TQ`i2/ BM T`2pBQmb bim/B2b- 7Q` 2tKTH2- "` 2i HX (kyy3) `2TQ`i2/ i?i KbiBiBb BM+`2b2/ i?2 Q//b Q7 +mHHBM; BM KmHiBT`Qmb +Qrb jX9@7QH/- M/ >2`iH 2i HX (kyRR) `2TQ`i2/ BM+`2b2/ `i2b Q7 +mHHBM; `M;BM; 7`QK RXk mT iQ ReX8@7QH/ /2T2M/BM; QM i?2 ;2 Q7 +Qr- i?2 MmK#2` Q7 T`2pBQmb +b2b M/ i?2 +mbiBp2 Q`;MBbKX h?2 bbQ+BiBQM #2ir22M

RRe *>Sh1_ 8X _AaE 6*hP_ LGuaAa

KbiBiBb M/ >_+ rb r2F2` BM T`BKBT`Qmb +QKT`2/ iQ KmHiBT`Qmb +Qrb- TQbbB#Hv #2+mb2 7`K2`b

FMQr i?i KbiBiBb +m`2 `i2b `2 ;2M2`HHv ;`2i2` BM i?2 vQmM;2` ;2 ;`QmT M/ i?2v `2 KQ`2 rBHHBM; iQ ii2KTi i`2iK2MiX

q2 /B/ MQi /2i2+i Mv bbQ+BiBQM #2ir22M KbiBiBb M/ >_K < kyy / 7QHHQrBM; i?2 }`bi +b2 BM

KmHiBT`Qmb +Qrb- #mi b2p2`H Qi?2`b ?p2 `2TQ`i2/ BM+`2b2/ `i2b Q7 KQ`iHBiv BM +Qrb bbQ+Bi2/ rBi? KbiBiBbX Hpb2M 2i HX (kyR9) `2TQ`i2/ RX9 iQ RXd@7QH/ BM+`2b2 BM ?x`/ /2T2M/BM; QM ;2 Q7 +Qr- M/ >2`iH 2i HX (kyRR) `2TQ`i2/ bB;MB}+MiHv BM+`2b2/ `i2b Q7 KQ`iHBiv QMHv 7Q` +b2b r?2`2 ;`K@ M2;iBp2 #+i2`B r2`2 BbQHi2/X q2 HbQ /2i2+i2/ M BM+`2b2/ >_K≥kyy / 7QHHQrBM; i?2 }`bi +b2 Q7

KbiBiBb BM KmHiBT`Qmb +QrbX q2 ii`B#mi2 i?Bb BM+`2b2/ >_KU8X9V iQ /2i?b Q++m``BM; BM +``v@Qp2`

+Qrb UMQi KBHF2/ BM QM2 b2bQM #2+mb2 i?2v r2`2 MQi T`2;Mi BM i?2 T`2pBQmb b2bQMV BM Hi2 T`2;MM+v UTT`2Mi 7`QK TT`QtBKi2Hv dyy / TQbi@T`imKV- #mi i?2 T`QTQ`iBQM Q7 +Qrb BM i?Bb +i2;Q`v UkWV M/ i?2`27Q`2 TQTmHiBQM BKT+i rb M2;HB;B#H2X h?2 #BQHQ;B+ `2bQM 7Q` i?Bb }M/BM; Bb mM+H2`- #mi Kv #2 `2Hi2/ iQ T2`bBbi2Mi BMi`KKK`v BM72+iBQM- Hi?Qm;? i?2 7`K2`@`2TQ`i2/ +mb2b Q7 /2i? r2`2 MQi BM7Q`KiBp2X Pp2`HH- i?2 BM+`2b2/ `BbF Q7 KQ`iHBiv /m2 iQ +HBMB+H KbiBiBb TT2` iQ #2 H2bb BM i?2 T`2b2Mi bim/v r?2`2 +Qrb r2`2 KM;2/ BM Tbim`2@#b2/- b2bQMH@+HpBM; bvbi2K +QKT`2/ rBi? +Qrb BM ?Qmb2/ bvbi2KbX PM2 HBF2Hv `2bQM 7Q` i?2 /Bz2`2M+2 #2ir22M Qm` }M/BM;b M/ i?Qb2 Q7 i?2 +Bi2/ mi?Q`b `2 i?2 /Bp2`;2Mi `2HiBp2 7`2[m2M+B2b Q7 +mbiBp2 Q`;MBbKb 7QmM/ BM i?2 /Bz2`2Mi /B`v bvbi2KbX S`2pBQmbHv +Bi2/ `2TQ`ib r2`2 7`QK +QM}M2K2Mi /B`v bvbi2Kb r?2`2 ;`K@M2;iBp2 #+i2`B `2 BbQHi2/ KQ`2 7`2[m2MiHv 7`QK +b2b Q7 KbiBiBb ("` 2i HX- kyy3- >2`iH 2i HX- kyRR) +QKT`2/ rBi? Tbim`2@;`x2/ bvbi2Kb r?2`2 ;`K@TQbBiBp2 Q`;MBbKb T`2/QKBMi2 M/ ;`K@M2;iBp2 #+i2`B `2 mM+QKKQM (J+.Qm;HH 2i HX- kyyd)X Ai Bb r2HH FMQrM i?i i?2 BKKmM2 `2bTQMb2 Q7 +Qrb p`B2b rBi? Ti?Q;2M ivT2 (a+?mFF2M 2i HX- kyRR) M/ i?i KbiBiBb +mb2/ #v ;`K@M2;iBp2 #+i2`B Bb KQ`2 HBF2Hv iQ `2bmHi BM /2i? i?M i?Qb2 +mb2/ #v ;`K@TQbBiBp2 #+i2`BX L2p2`i?2H2bb- +HBMB+H KbiBiBb rb i?2 KQbi 7`2[m2MiHv `2TQ`i2/ /BbQ`/2` `2[mB`BM; i`2iK2Mi BM i?2 +m``2Mi bim/v- M/- i?2`27Q`2- Bib bi`QM; /p2`b2 bbQ+BiBQMb rBi? +mHHBM; `2 HBF2Hv iQ ?p2 M BKTQ`iMi BKT+i i i?2 ?2`/ H2p2HX

am#+HBMB+H KbiBiBb Q` BMi`KKK`v BM72+iBQM- b BM/B+i2/ #v BM+`2b2/ a** i ?2`/ i2biBM;- rb KQ`2 bi`QM;Hv bbQ+Bi2/ rBi? i?2 `i2 Q7 +mHHBM; #Qi? #27Q`2 M/ 7i2` kyy / 7QHHQrBM; i?2 }`bi +b2

8X8X .Aa*laaAPL RRd BM KmHiBT`Qmb +QKT`2/ rBi? T`BKBT`Qmb +Qrb UkX9 M/ RX3 +QKT`2/ rBi? RXk@7QH/ BM+`2b2 BM `i2- `2bT2+iBp2HvV- TQbbB#Hv 7Q` i?2 bK2 `2bQMb b /Bb+mbb2/ 7Q` +HBMB+H KbiBiBbX Pm` }M/BM;b `2 BM ;2M2`H ;`22K2Mi rBi? i?2 HBKBi2/ `2TQ`ib Q7 i?2 bbQ+BiBQM #2ir22M BM+`2b2/ a** M/ `BbF Q7 +mHHBM;X "2m/2m 2i HX (kyyy) `2TQ`i2/ i?i BM+`2b2/ a** rb bbQ+Bi2/ rBi? mT iQ RXd@7QH/ BM+`2b2/ `BbF Q7 +mHHBM; i?`Qm;?Qmi i?2 H+iiBQM +`Qbb HH ;2b Q7 +Qrb +QK#BM2/X aBKBH`Hv iQ Qm` }M/BM; BM T`BKBT`Qmb +Qrb- `+?2` 2i HX (kyRj) `2TQ`i2/ 8W BM+`2b2 BM i?2 Q//b Q7 +mHHBM; BM i?2 M2ti 8y@/ BMi2`pH 7Q` 2+? Mim`H HQ; BM+`2b2 BM a** BM i?2 }`bi KQMi? Q7 H+iiBQM- M/ /2 oHB2;?2` 2i HX (kyy8) `2TQ`i2/ RyW BM+`2b2/ ?x`/ Q7 +mHHBM; BM i?2 }`bi H+iiBQM 7Q` i?2 bK2 `BbF 7+iQ`X b 7Q` +Qrb rBi? KbiBiBb- r2 HbQ /2i2+i2/ M BM+`2b2/ `i2 Q7 KQ`iHBiv≥kyy / 7QHHQrBM; i?2 }`bi +b2 Q7 BM+`2b2/ a** BM bKHH MmK#2` Q7 +Qrb- M/ #2+mb2 i?2 Tii2`M Q7 KQ`iHBiB2b rb bBKBH` iQ i?i T`2pBQmbHv /2b+`B#2/- r2 bT2+mHi2 bBKBH` +mb2 M/ TQTmHiBQM BKT+iX 6`K2`b Kv +mHH +Qrb rBi? BM+`2b2/ a** iQ 2Mbm`2 i?2v `2 TB/ T`2KBmK KBHF T`B+2b M/ iQ BKT`Qp2 i?2 2{+B2M+v Q7 KBHF T`Q/m+iBQM #v `2/m+BM; i?2 T`2pH2M+2 Q7 bm#+HBMB+H KbiBiBbX AM bBKBH` KMM2` iQ +HBMB+H KbiBiBb- i?2 ?B;? BM+B/2M+2 Q7 BM+`2b2/ a** M/ KQ/2`i2 BM+`2b2 BM `i2 Q7 +mHHBM; bbQ+Bi2/ rBi? i?Bb 7+iQ` bm;;2bib Bi Kv ?p2 M BKTQ`iMi BKT+i QM MQM@T`Q/m+iBQM +mHHBM; BM ?2`/bX h?2`27Q`2- KM;2K2Mi bi`i2;B2b iQ +QMi`QH BMi`KKK`v BM72+iBQMb M/ KbiBiBb `2 HBF2Hv iQ #Qi? BKT`Qp2 MBKH ?2Hi? M/ r2H7`2 M/ `2/m+2 i?2 BM+B/2M+2 Q7 KbiBiBb@`2Hi2/ +mHHBM;X