{"id":6321,"date":"2021-05-21T10:00:08","date_gmt":"2021-05-21T15:00:08","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6321"},"modified":"2021-05-13T12:27:39","modified_gmt":"2021-05-13T17:27:39","slug":"predictive-audiences-la-tecnologia-de-zeotap-que-permite-crear-y-activar-campanas-en-segmentos-de-audiencia-predictivos","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/predictive-audiences-la-tecnologia-de-zeotap-que-permite-crear-y-activar-campanas-en-segmentos-de-audiencia-predictivos\/","title":{"rendered":"Predictive Audiences: la tecnolog\u00eda de Zeotap que permite crear y activar campa\u00f1as en segmentos de audiencia predictivos"},"content":{"rendered":"<article>\n<div class=\"post-cn\">\n<p><a class=\"external\" href=\"https:\/\/zeotap.com\/\" target=\"_blank\" rel=\"noopener nofollow noreferrer\"><strong>Zeotap<\/strong><\/a>, Plataforma de Datos del Cliente l\u00edder en la industria,<strong>\u00a0ha anunciado hoy el lanzamiento de la tecnolog\u00eda\u00a0<\/strong><strong><a class=\"external\" href=\"https:\/\/hello.zeotap.com\/predictive-audiences\" target=\"_blank\" rel=\"noopener nofollow noreferrer\"><i>Predictive Audiences<\/i><\/a>\u00a0<\/strong><strong>como parte de su reconocida y premiada Plataforma de Inteligencia del Cliente<\/strong>\u00a0(CIP). Con ella, los profesionales del marketing podr\u00e1n aumentar el impacto de sus campa\u00f1as, ya que permite su creaci\u00f3n y activaci\u00f3n en segmentos predictivos de audiencia aprendidos con el uso de\u00a0<i>machine learning\u00a0<\/i>de forma sencilla.<\/p>\n<p><strong><i>Predictive Audiences\u00a0<\/i><\/strong><strong>ha sido dise\u00f1ada para resolver algunos de los principales problemas a los que se enfrentan los profesionales del marketing que buscan un mejor retorno de la inversi\u00f3n de sus esfuerzos en digital.<\/strong>\u00a0Si bien estos son conscientes de que, desde hace tiempo, la segmentaci\u00f3n tradicional basada en reglas, puede provocar ineficiencias y desperdicio de la inversi\u00f3n. Por otro lado, la capacidad de generar audiencias segmentadas aprendidas con\u00a0<i>machine learning\u00a0<\/i>ha requerido durante mucho tiempo del apoyo de los especialistas de\u00a0<i>Data Science<\/i>. Algo que ha sido muy dif\u00edcil para muchos profesionales del sector e imposible para otros.<\/p>\n<p>Sin embargo,\u00a0<strong>la tecnolog\u00eda\u00a0<\/strong><strong><i>Predictive\u00a0<\/i><i>Audiences\u00a0<\/i>permite un cambio de paradigma al reducir el proceso de creaci\u00f3n y activaci\u00f3n de segmentos de audiencia al utilizar\u00a0<i>machine learning<\/i><\/strong><i>\u00a0<\/i><strong>a trav\u00e9s de tres sencillos pasos:\u00a0<\/strong><\/p>\n<p>1\u00ba)\u00a0<b>Modelos \u2018out of the box<\/b>\u2018: Los\u00a0profesionales de marketing que son\u00a0usuarios de una CIP pueden aplicar a los\u00a0datos de sus clientes y sin necesidad de tener experiencia en\u00a0<i>Data Science\u00a0<\/i>o\u00a0<i>Marketing Analytics<\/i>, modelos de Recencia-Frecuencia-Monetaria (RFM) o de Valor de Vida del Cliente (CLV). Los primeros determinan cu\u00e1les son los mejores clientes atendiendo a los factores de cu\u00e1ndo realiz\u00f3\u00a0 su \u00faltima compra (<i>recency<\/i>), cu\u00e1ntas veces compran (<i>frequency<\/i>) y cu\u00e1nto gastan en ellas (<i>monetary<\/i>). Y los segundos establecen el valor que tiene un cliente para una marca seg\u00fan las\u00a0 compras que hizo en el pasado o el beneficio neto asociado con un cliente a lo largo de su ciclo de vida.<\/p>\n<p>2\u00ba)\u00a0<b>Enriquecimiento<\/b>: Una Plataforma de Inteligencia del Cliente enriquece los segmentos resultantes con atributos de datos adicionales como la edad, los datos demogr\u00e1ficos o los intereses. Y al mismo tiempo permite al usuario aplicar atributos propios del perfil del cliente como el estado de suscripci\u00f3n al correo electr\u00f3nico o la condici\u00f3n de miembro.<\/p>\n<p>3\u00ba)\u00a0<b>Activaci\u00f3n<\/b>: Las audiencias resultantes pueden activarse en cualquier canal de marketing a trav\u00e9s del ecosistema de integraci\u00f3n de Zeotap.<\/p>\n<p>\u00abHemos visto estos hechos una y otra vez:<strong>\u00a0los profesionales del marketing quieren utilizar los datos de los clientes para impulsar sus campa\u00f1as e impactar mejor, pero se quedan atascados cuando necesitan el apoyo de la Data Science. Y Predictive Audiences est\u00e1 dise\u00f1ado para r<\/strong><strong>esolver este problema<\/strong>\u00ab, se\u00f1ala\u00a0<strong>Daniel Heer, fundador y CEO de Zeotap<\/strong>. \u00abAl poner el poder del machine learning en manos de los profesionales del marketing, Predictive Audiences hace que sea f\u00e1cil impulsar r\u00e1pidamente el \u00e9xito de sus esfuerzos de marketing con s\u00f3lo unos pocos clics. Algo que supone un cambio en la forma de operar para el equipo de datos\u00bb.<\/p>\n<p>A lo largo de este a\u00f1o, la Plataforma de Inteligencia del Cliente de Zeotap, que ha sido nombrada recientemente l\u00edder en el\u00a0<a class=\"external\" href=\"https:\/\/www.g2.com\/login\" target=\"_blank\" rel=\"noopener nofollow noreferrer\">Informe Grid de primavera de 2021 de G2 Crowd<\/a>\u00a0de software de\u00a0 Plataformas de Datos del Cliente, ofrecer\u00e1 m\u00e1s modelos\u00a0<i>out of the box\u00a0<\/i>y la posibilidad de aplicar modelos personalizados en\u00a0<i>Predictive Audiences<\/i>.<\/p>\n<p><strong>Fuente:\u00a0<\/strong><a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/predictive-audiences-la-tecnologia-de-zeotap-que-permite-crear-y-activar-campanas-en-segmentos-de-audiencia-predictivos\">https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/predictive-audiences-la-tecnologia-de-zeotap-que-permite-crear-y-activar-campanas-en-segmentos-de-audiencia-predictivos<\/a><\/p>\n<\/div>\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>Zeotap, Plataforma de Datos del Cliente l\u00edder en la industria,\u00a0ha anunciado hoy el lanzamiento de la tecnolog\u00eda\u00a0Predictive Audiences\u00a0como parte de su reconocida y premiada Plataforma de Inteligencia del Cliente\u00a0(CIP). Con ella, los profesionales del marketing podr\u00e1n aumentar el impacto de sus campa\u00f1as, ya que permite su creaci\u00f3n y activaci\u00f3n en segmentos predictivos de audiencia aprendidos [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":5652,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Predictive Audiences: la tecnolog\u00eda de Zeotap que permite crear y activar campa\u00f1as en segmentos de audiencia predictivos | Marketing Zone Icesi<\/title>\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.icesi.edu.co\/marketingzone\/predictive-audiences-la-tecnologia-de-zeotap-que-permite-crear-y-activar-campanas-en-segmentos-de-audiencia-predictivos\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Predictive Audiences: la tecnolog\u00eda de Zeotap que permite crear y activar campa\u00f1as en segmentos de audiencia predictivos | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Zeotap, Plataforma de Datos del Cliente l\u00edder en la industria,\u00a0ha anunciado hoy el lanzamiento de la tecnolog\u00eda\u00a0Predictive Audiences\u00a0como parte de su reconocida y premiada Plataforma de Inteligencia del Cliente\u00a0(CIP). 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