{"id":123550,"date":"2021-04-07T11:36:34","date_gmt":"2021-04-07T09:36:34","guid":{"rendered":"https:\/\/ipmark.com\/?p=123550"},"modified":"2021-04-07T12:44:43","modified_gmt":"2021-04-07T10:44:43","slug":"last-mile-la-primera-herramienta-de-geo-contextualizacion-centrada-en-el-comercio-local","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=123550","title":{"rendered":"Last Mile, la primera herramienta de geo-contextualizaci\u00f3n centrada en el mercado local"},"content":{"rendered":"<p><strong>El comercio local gana importancia y reputaci\u00f3n entre los consumidores. El 73% de los espa\u00f1oles compra en local, seg\u00fan datos recogidos por Kantar, y no lo considera una situaci\u00f3n pasajera. Esta tendencia ha venido para quedarse, y las agencias y anunciantes necesitan dise\u00f1ar una estrategia de proximidad con la m\u00e1xima precisi\u00f3n.\u00a0<\/strong><\/p>\n<p>Gracias al inter\u00e9s creciente por el <strong>consumo local\u00a0<\/strong>y el\u00a0<em><strong>marketing<\/strong><\/em><strong> de proximidad<\/strong>,\u00a0<strong>Glocally<\/strong> ha creado\u00a0<strong>Last Mile<\/strong>, una tecnolog\u00eda que integra\u00a0<em>data\u00a0<\/em>de alto valor, procedente de diferentes fuentes aplicadas a nivel local, y el <strong>factor humano <\/strong>para interpretar el comportamiento del consumidor en la <strong>&#8216;\u00faltima milla&#8217;<\/strong> (la distancia de decisi\u00f3n de compra en el entorno m\u00e1s cercano).<\/p>\n<p>\u00abCoincidiendo con el inicio de la pandemia, decidimos crear\u00a0<strong>Last Mile<\/strong>, que unifica y automatiza multitud de capas de datos de alto valor con dato humano e interpretaci\u00f3n del mismo en\u00a0<em>bricks<\/em> de un m\u00ednimo de 250 metros en cualquier punto geogr\u00e1fico\u00bb, explica\u00a0<strong>Fran Ares<\/strong>, CEO de <strong>Glocally<\/strong>. \u00abHemos a\u00f1adido el <strong>mayor inventario de medios locales de Espa\u00f1a y Portugal<\/strong> cualificado y plataformado en la herramienta\u00bb.<\/p>\n<h3>La primera herramienta de geo-contextualizaci\u00f3n<\/h3>\n<p>Esta herramienta permite\u00a0<strong>dise\u00f1ar estrategias micro locales de planificaci\u00f3n de m\u00e1xima precisi\u00f3n y enfocarlas a campa\u00f1as de\u00a0<em>local branding<\/em>\u00a0<\/strong>o con una estrategia de medios\u00a0<strong><em>Drive to Store<\/em><\/strong>, tanto en canales f\u00edsicos como\u00a0<em>online<\/em>. Es la \u00fanica herramienta de <strong>geo-contextualizaci\u00f3n<\/strong> que identifica la concentraci\u00f3n de un\u00a0<em>target<\/em> en cualquier coordenada de la Pen\u00ednsula monitorizada sobre el terreno e incorporando la soluci\u00f3n tecnol\u00f3gica en tiempo real.<\/p>\n<p><strong>Last Mile\u00a0<\/strong>se ha ideado para <strong>ofrecer soluciones a los anunciantes nacionales<\/strong> con puntos de venta o necesidades a nivel regional o local que necesitan conocer m\u00e1s en profundidad el comportamiento del consumidor en las distintas poblaciones del territorio nacional, teniendo en cuenta sus particularidades: competencia local, arraigo a la zona, condiciones climatol\u00f3gicas, factores culturales, h\u00e1bitos de movilidad,&#8230; entre otras.<\/p>\n<p>\u00abLa combinaci\u00f3n del\u00a0<em>data<\/em> con el contexto y la interpretaci\u00f3n nos ha permitido\u00a0<em>targetizar<\/em> mejor y\u00a0<strong>comprender la diversidad en el comportamiento y consumo de cada zona<\/strong>, pudiendo adaptar las campa\u00f1as al contexto vital del usuario\u00bb, comenta\u00a0<strong>Xurde Comer\u00f3n,<\/strong>\u00a0<em>head of digital<\/em> de\u00a0<strong>Glocally<\/strong>. \u00abConocer las singularidades\u00a0<strong>nos permite activar varias estrategias al mismo tiempo en una misma zona<\/strong>, con segmentos y creatividades que se adaptan y personalizan en el mercado\u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Debido al inter\u00e9s creciente por el\u00a0consumo local\u00a0y el\u00a0marketing de proximidad,\u00a0Glocally ha creado una tecnolog\u00eda que integra\u00a0&#8216;data&#8217;\u00a0de alto valor y factor humano para interpretar el comportamiento del consumidor. <\/p>\n","protected":false},"author":6924,"featured_media":123551,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[6266,6267],"class_list":["post-123550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-comercio-local","tag-local-branding"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Last Mile, la primera herramienta de geo-localizaci\u00f3n centrada en el comercio local<\/title>\n<meta name=\"description\" content=\"Debido al inter\u00e9s creciente en el comercio local, Glocally ha creado una herramienta que integra &#039;data&#039; y el factor humano para interpretarla.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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