{"id":143460,"date":"2022-01-19T10:50:48","date_gmt":"2022-01-19T09:50:48","guid":{"rendered":"https:\/\/ipmark.com\/?p=143460"},"modified":"2022-01-19T19:05:36","modified_gmt":"2022-01-19T18:05:36","slug":"dunnhumby-sphere-nueva-plataforma-retail-media","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=143460","title":{"rendered":"Dunnhumby Sphere, nueva plataforma de Retail Media basada en IA"},"content":{"rendered":"<p><strong>La plataforma de anal\u00edtica de datos Dunnhumby ha anunciado el lanzamiento de Dunnhumby Sphere, una plataforma todo en uno de Retail Media que permite a los comercios maximizar ingresos y a las marcas incrementar su inversi\u00f3n publicitaria en los canales de los retailers.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha explicado la compa\u00f1\u00eda, la nueva herramienta aporta a los usuarios desde hallazgos sobre las marcas hasta la facturaci\u00f3n de sus campa\u00f1as mediante un conjunto de m\u00f3dulos integrados. Lo que contribuye a unificar la segmentaci\u00f3n de la audiencia, la reserva de soportes publicitarios, la previsi\u00f3n y la medici\u00f3n en toda una serie de canales para Retail Media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Precisamente, al ser modular, los comercios pueden conectar otras tecnolog\u00edas de Retail Media ya existentes. Y posibilita acceder a una mayor informaci\u00f3n sobre el comprador. A este respecto, Dunnhumby Sphere permite controlar el impacto en el valor de vida del cliente (CLV), su fidelidad y el tama\u00f1o de la cesta de la compra.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ofrece, asimismo, medici\u00f3n en profundidad para mantener la relevancia de la campa\u00f1a en marcha a medida que cambian las necesidades del comprador, y medici\u00f3n transparente en bucle cerrado, que proporciona a los anunciantes datos sobre el rendimiento de las campa\u00f1as.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Doble ROAS gracias a la Inteligencia Artificial<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha explicado<strong> Felipe Carrela<\/strong>, director de desarrollo de negocio de <strong>Dunnhumby para Europa, Oriente Medio y \u00c1frica<\/strong>, la nueva herramienta de la compa\u00f1\u00eda \u201cpermite a los comercios gestionar eficientemente un ecosistema complejo, desbloqueando el valor de sus datos al hacer que las audiencias basadas en la IA bajo demanda sean f\u00e1cilmente accesibles para los CPG, al tiempo que permite al retailer medir el verdadero impacto de los medios en su negocio principal\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Es<strong> gracias a la Inteligencia Artificial (IA) que Dunnhumby Sphere consigue predecir la probabilidad de que los clientes compren un producto determinado<\/strong>, lo que genera hasta el doble de rendimiento de la inversi\u00f3n publicitaria (ROAS) en comparaci\u00f3n con los modelos de segmentaci\u00f3n descriptivos est\u00e1ndar, aseguran.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La nueva plataforma de Retail Media de Dunnhumby ya es utilizada por la cadena de supermercados brit\u00e1nica Tesco para impulsar varios productos de su cat\u00e1logo de servicios de Tesco Media and Insight.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dunnhumby Sphere se lanzar\u00e1 en varias etapas, con m\u00f3dulos que incluir\u00e1n los canales digitales, los soportes publicitarios en tiendas, lo digital in situ y los productos patrocinados, que seguir\u00e1n a lo largo de 2022.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dunnhumby Sphere es una plataforma todo en uno de Retail Media que permite a los comercios maximizar ingresos y a las marcas incrementar su inversi\u00f3n publicitaria en los canales de los retailers. <\/p>\n","protected":false},"author":29,"featured_media":143462,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[175,50],"class_list":["post-143460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-inversion-publicitaria","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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