{"id":230877,"date":"2025-11-25T14:06:10","date_gmt":"2025-11-25T13:06:10","guid":{"rendered":"https:\/\/ipmark.com\/?p=230877"},"modified":"2025-11-25T16:14:50","modified_gmt":"2025-11-25T15:14:50","slug":"las-marcas-logran-eficientar-comunicacion-con-data-e-ia","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=230877","title":{"rendered":"Las marcas logran eficientar su comunicaci\u00f3n con data e IA"},"content":{"rendered":"<p><strong>En los \u00faltimos a\u00f1os ha aumentado el volumen de informaci\u00f3n que las compa\u00f1\u00edas han recogido de sus consumidores, a tenor de la mayor evidencia de que es m\u00e1s econ\u00f3mico fidelizar clientes que adquirir nuevos. Sin embargo, todav\u00eda los anunciantes se encuentran con limitaciones a la hora de aprovechar su first-party data para sus comunicaciones.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">A saber, la falta de volumen o la escasez de conocimiento que se extrae de los mismos, tal y como ha recordado<strong> Jose Ram\u00f3n Menc\u00edas<\/strong>, <em>data lead<\/em> de<strong> Eris<\/strong>, en un encuentro informativo con marcas en las oficinas de Publicis Groupe.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Menc\u00edas ha recordado la propia evoluci\u00f3n de la divisi\u00f3n del grupo franc\u00e9s especializada en data, lanzada en 2021, que a d\u00eda de hoy ofrece a los anunciantes una soluci\u00f3n, Connected Identity, que les permite \u201chacer un perfil 360 grados de un consumidor, con informaci\u00f3n como sus aficiones o sus patrones de consumo\u201d, y que supera los 45 millones de usuarios, todos ellos anonimizados.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Pedro Marcelino<\/strong>,<em> data-driven experiences and consumer care director<\/em> de <strong>L\u2019Or\u00e9al<\/strong>, ha expuesto c\u00f3mo ha ayudado a la compa\u00f1\u00eda aprovechar la first-party data de Eris para eficientar su comunicaci\u00f3n, basada en el concepto de \u2018data-driven experiences\u2019. Seg\u00fan ha explicado Marcelino, a trav\u00e9s de un data clean room, el grupo comparte con Eris la informaci\u00f3n que atesora de sus clientes, y esta \u00faltima aporta m\u00e1s datos a los mismos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La informaci\u00f3n ya completa sirve al anunciante para segmentar sus campa\u00f1as publicitarias en entornos como la Televisi\u00f3n Conectada (CTV), donde en una de ellas han logrado obtener un alcance medio del 53%, un 7% m\u00e1s de impresi\u00f3n de marca, un 8% m\u00e1s de consideraci\u00f3n y un 22% m\u00e1s de intenci\u00f3n de compra, que si las hubiera activado sin los datos de la plataforma de Publicis Groupe.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Otra de las soluciones de Eris, Radar, ha servido a Mahou San Miguel en el lanzamiento de Mahou Reserva, al detectar el tipo de comunicaci\u00f3n que realizan las marcas que comercializan productos premium gracias al uso de inteligencia artificial (IA). Seg\u00fan han contado <strong>Lourdes C\u00e1rdenes<\/strong>,<em> digital consumer manager<\/em> de Hub de conexiones de <strong>Mahou San Miguel<\/strong> y <strong>Esther P\u00e9rez<\/strong>, <em>analytics director<\/em> de <strong>Eris<\/strong>, aprovecharon lo aprendido para lanzar una campa\u00f1a con objetivo de notoriedad y dise\u00f1ar activaciones que sirvieran para ofrecer una experiencia elevada.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Data para equilibrar medios pagados y ganados<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ambos casos son ejemplo de la propia evoluci\u00f3n de la estrategia de CRM. \u201cAntes, para comunicarse con el cliente, el enfoque tradicional era hacerlo a trav\u00e9s del SMS, el email y la p\u00e1gina web, pero existen muchos m\u00e1s puntos de contacto con el consumidor\u201d, ha se\u00f1alado<strong> Julieta Lechuga<\/strong>, <em>business director<\/em> de <strong>Eris<\/strong>, recordando adem\u00e1s que basarse en esos tres canales obligaba a las marcas a invertir m\u00e1s recursos a paid media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cNuestra propuesta de valor es equilibrar, que usemos los datos para unificar nuestro CRM con otras fuentes y obtener as\u00ed m\u00e1s conocimiento de los clientes para fortalecer nuestros canales propios. As\u00ed logramos relaciones de m\u00e1s lealtad\u201d, ha sentenciado.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Compa\u00f1\u00edas como L\u2019Or\u00e9al y Mahou-San Miguel explican c\u00f3mo aprovechan las soluciones de Eris (Publicis Groupe) para enriquecer su estrategia de CRM. <\/p>\n","protected":false},"author":29,"featured_media":230880,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[2184,50],"class_list":["post-230877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-agencias","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>Las marcas logran eficientar su comunicaci\u00f3n con data e IA - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Compa\u00f1\u00edas como L\u2019Or\u00e9al y Mahou-San Miguel explican c\u00f3mo aprovechan las soluciones de Eris (Publicis Groupe) para enriquecer su estrategia de CRM.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=230877\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las marcas logran eficientar su comunicaci\u00f3n con data e IA - 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