{"id":230378,"date":"2025-11-18T14:12:47","date_gmt":"2025-11-18T13:12:47","guid":{"rendered":"https:\/\/ipmark.com\/?p=230378"},"modified":"2025-11-18T15:07:20","modified_gmt":"2025-11-18T14:07:20","slug":"el-futuro-del-marketing-en-eventos-datos-propios","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=230378","title":{"rendered":"El futuro del marketing en eventos pasa por los datos propios\u00a0"},"content":{"rendered":"<p data-start=\"370\" data-end=\"817\"><strong>Xeerpa by t2\u00f3 ONE reuni\u00f3 recientemente a profesionales del sector en un webinar centrado en el papel estrat\u00e9gico del first-party data en un entorno marcado por el fin de las cookies de terceros y por nuevas exigencias de privacidad. Durante la sesi\u00f3n, la compa\u00f1\u00eda profundiz\u00f3 en c\u00f3mo convertir las experiencias de marca en datos accionables, generando perfiles 360\u00b0, audiencias de alto valor y activaciones publicitarias m\u00e1s eficientes.<\/strong><\/p>\n<p data-start=\"819\" data-end=\"1364\">El encuentro, celebrado el 30 de octubre, cont\u00f3 con la participaci\u00f3n de <strong data-start=\"891\" data-end=\"910\">Stephanie L\u00f3pez<\/strong>, <em>head of growth<\/em> en Xeerpa, y <strong data-start=\"940\" data-end=\"957\">Agust\u00edn Jacod<\/strong>, COO en Promo Hub, en una sesi\u00f3n moderada por <strong data-start=\"1004\" data-end=\"1027\">Yenthel de la Torre<\/strong>,<em> head of marketing<\/em> de t2\u00f3 ONE. Ambos expertos analizaron los principales retos que afrontan marcas y agencias en la gesti\u00f3n del dato en un ecosistema <em data-start=\"1178\" data-end=\"1190\">cookieless<\/em>, y c\u00f3mo transformar la informaci\u00f3n del cliente en conocimiento \u00fatil mediante perfiles enriquecidos, segmentaciones din\u00e1micas y activaciones directas en medios digitales.<\/p>\n<h3 data-start=\"1366\" data-end=\"1405\">Datos propios<\/h3>\n<p data-start=\"1407\" data-end=\"1890\">El webinar destac\u00f3 el creciente valor de los <strong data-start=\"1452\" data-end=\"1476\">eventos presenciales<\/strong> y las <strong data-start=\"1483\" data-end=\"1512\">activaciones interactivas<\/strong> como una de las fuentes m\u00e1s potentes para recopilar first-party data de forma consentida. Se present\u00f3 el <strong data-start=\"1618\" data-end=\"1647\">caso de \u00e9xito de Heineken<\/strong> en uno de los festivales m\u00e1s importantes de <strong>M\u00e9xico<\/strong>, donde din\u00e1micas participativas y experiencias gamificadas permitieron convertir cada interacci\u00f3n del p\u00fablico en datos valiosos, mejorando la personalizaci\u00f3n y la conexi\u00f3n con los asistentes.<\/p>\n<p data-start=\"1892\" data-end=\"2127\">El encuentro subray\u00f3 c\u00f3mo los eventos permiten transformar la interacci\u00f3n f\u00edsica en <strong data-start=\"1976\" data-end=\"2000\">conocimiento digital<\/strong>, generando ventajas competitivas para las marcas que apuesten por integrar tecnolog\u00eda y experiencia de usuario en tiempo real.<\/p>\n<h3 data-start=\"2129\" data-end=\"2161\">Principales claves abordadas<\/h3>\n<p data-start=\"2163\" data-end=\"2217\">Entre los temas tratados durante la sesi\u00f3n destacaron:<\/p>\n<ul data-start=\"2219\" data-end=\"2670\">\n<li data-start=\"2219\" data-end=\"2319\">\n<p data-start=\"2221\" data-end=\"2319\">El valor estrat\u00e9gico del <strong data-start=\"2246\" data-end=\"2266\">first-party data<\/strong> frente a la desaparici\u00f3n de los datos de terceros.<\/p>\n<\/li>\n<li data-start=\"2320\" data-end=\"2400\">\n<p data-start=\"2322\" data-end=\"2400\">M\u00e9todos para <strong data-start=\"2335\" data-end=\"2363\">enriquecer perfiles 360\u00b0<\/strong> con datos sociales y declarativos.<\/p>\n<\/li>\n<li data-start=\"2401\" data-end=\"2475\">\n<p data-start=\"2403\" data-end=\"2475\">La creaci\u00f3n de <strong data-start=\"2418\" data-end=\"2443\">audiencias activables<\/strong> en medios pagados, CRM o CDP.<\/p>\n<\/li>\n<li data-start=\"2476\" data-end=\"2582\">\n<p data-start=\"2478\" data-end=\"2582\">Casos reales de mejoras en <strong data-start=\"2505\" data-end=\"2534\">alcance, CTR y conversi\u00f3n<\/strong> gracias al uso de datos propios enriquecidos.<\/p>\n<\/li>\n<li data-start=\"2583\" data-end=\"2670\">\n<p data-start=\"2585\" data-end=\"2670\">Buenas pr\u00e1cticas en <strong data-start=\"2605\" data-end=\"2660\">privacidad, consentimiento y cumplimiento normativo<\/strong> (GDPR).<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2672\" data-end=\"2942\">La integraci\u00f3n de estas tecnolog\u00edas dentro del ecosistema <strong data-start=\"2730\" data-end=\"2741\">t2\u00f3 ONE<\/strong> refuerza su propuesta en torno a <strong data-start=\"2775\" data-end=\"2817\">data, medios y tecnolog\u00eda publicitaria<\/strong>, facilitando que las marcas dispongan de una visi\u00f3n unificada de sus consumidores y activen campa\u00f1as de forma m\u00e1s eficiente.<\/p>\n<p data-start=\"2944\" data-end=\"3222\">El webinar al completo <a href=\"https:\/\/www.youtube.com\/live\/IAeyZ9G3aCU\">aqu\u00ed.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El encuentro, organizado por Xeerpa by t2\u00f3 ONE, destac\u00f3 que los eventos presenciales se han convertido en una de las v\u00edas m\u00e1s potentes para captar first-party data y activar estrategias personalizadas en un entorno sin cookies.<\/p>\n","protected":false},"author":30,"featured_media":230380,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54],"tags":[2773,2227,76,50],"class_list":["post-230378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eventos","tag-data","tag-marketing","tag-marketing-digital","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El marketing en eventos se apoya en el first-party data, seg\u00fan Xeerpa by t2\u00f3 ONE<\/title>\n<meta name=\"description\" content=\"Xeerpa by t2\u00f3 ONE explica en un webinar c\u00f3mo los eventos y activaciones permiten 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