{"id":237521,"date":"2026-03-17T14:08:50","date_gmt":"2026-03-17T13:08:50","guid":{"rendered":"https:\/\/ipmark.com\/?p=237521"},"modified":"2026-03-17T16:30:50","modified_gmt":"2026-03-17T15:30:50","slug":"utiq-activa-con-iberdrola-y-making-science-su-nueva-solucion-de-ia","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=237521","title":{"rendered":"Utiq activa con Iberdrola y Making Science su nueva soluci\u00f3n de IA"},"content":{"rendered":"<p data-start=\"260\" data-end=\"629\"><strong>Utiq ha puesto en marcha junto a Iberdrola y Making Science una nueva capacidad de activaci\u00f3n basada en inteligencia artificial para optimizar campa\u00f1as de captaci\u00f3n digital en la Open Web. La soluci\u00f3n, denominada Telco Data Lookalike, se apoya en datos agregados procedentes de empresas de telecomunicaciones y se ha estrenado en Espa\u00f1a dentro del sector utilities.<\/strong><\/p>\n<p data-start=\"631\" data-end=\"1020\">La iniciativa supone un nuevo paso en la evoluci\u00f3n de la propuesta de Utiq, al <strong>incorporar se\u00f1ales de red agregadas como fuente de inteligencia para la activaci\u00f3n publicitaria<\/strong>. A partir de estos datos y de modelos de aprendizaje autom\u00e1tico, la compa\u00f1\u00eda busca identificar patrones de comportamiento y localizar audiencias similares a las de usuarios que ya han mostrado inter\u00e9s en una marca.<\/p>\n<p data-start=\"1022\" data-end=\"1431\">En este caso, <strong>Iberdrola<\/strong> recurri\u00f3 a esta tecnolog\u00eda con el objetivo de <strong>reforzar su estrategia de captaci\u00f3n<\/strong> en un entorno marcado por el encarecimiento de los costes de adquisici\u00f3n y la p\u00e9rdida progresiva de se\u00f1al en el ecosistema digital. La compa\u00f1\u00eda energ\u00e9tica buscaba ampliar su alcance m\u00e1s all\u00e1 de Search y Social, manteniendo la eficiencia de la inversi\u00f3n y sin renunciar a la precisi\u00f3n en la segmentaci\u00f3n.<\/p>\n<p data-start=\"1433\" data-end=\"1828\">La activaci\u00f3n se desarroll\u00f3 en<strong> formato display multiformato<\/strong> a trav\u00e9s de Adform, con cobertura multi-publisher y multi-browser en Espa\u00f1a, en colaboraci\u00f3n con Making Science. La arquitectura de campa\u00f1a incluy\u00f3 la activaci\u00f3n del modelo lookalike, ajustes din\u00e1micos de frecuencia y pacing, optimizaci\u00f3n progresiva del inventario y secuenciaci\u00f3n creativa en funci\u00f3n de la fase de madurez del sistema.<\/p>\n<p data-start=\"1830\" data-end=\"2065\">Seg\u00fan explica M\u00f3nica Garc\u00eda Moscoso, desde Making Science, \u201ceste proyecto demuestra c\u00f3mo una correcta implementaci\u00f3n t\u00e9cnica y una optimizaci\u00f3n continua permiten traducir modelos basados en aprendizaje en resultados reales de negocio\u201d.<\/p>\n<h3 data-start=\"1830\" data-end=\"2065\"><strong>Resultados<\/strong><\/h3>\n<p data-start=\"2067\" data-end=\"2538\">Los resultados de la campa\u00f1a reflejan una mejora progresiva a medida que el sistema avanz\u00f3 en su fase de aprendizaje. La acci\u00f3n gener\u00f3 <strong data-start=\"2202\" data-end=\"2234\">34,5 millones de impresiones<\/strong>, super\u00f3 los <strong data-start=\"2247\" data-end=\"2264\">151.000 clics<\/strong> y registr\u00f3 <strong data-start=\"2276\" data-end=\"2298\">1.831 conversiones<\/strong>. Adem\u00e1s, el <strong data-start=\"2311\" data-end=\"2341\">CTR medio alcanz\u00f3 el 0,46%<\/strong>, con una subida hasta el <strong data-start=\"2367\" data-end=\"2387\">0,60% en febrero<\/strong>, por encima del objetivo inicial fijado entre el 0,15% y el 0,20%. La <strong data-start=\"2458\" data-end=\"2473\">viewability<\/strong> se situ\u00f3 en el <strong data-start=\"2489\" data-end=\"2496\">60%<\/strong>, en l\u00ednea con los est\u00e1ndares del mercado.<\/p>\n<p data-start=\"2540\" data-end=\"2924\">En t\u00e9rminos de eficiencia, Utiq destaca que el <strong data-start=\"2587\" data-end=\"2632\">coste por lead se redujo en m\u00e1s de un 66%<\/strong> desde la fase inicial de aprendizaje hasta la fase madura de la campa\u00f1a. Asimismo, se situ\u00f3 <strong data-start=\"2725\" data-end=\"2769\">un 43% por debajo del benchmark superior<\/strong> establecido. Paralelamente, las conversiones diarias crecieron un <strong data-start=\"2836\" data-end=\"2844\">227%<\/strong> durante la fase de optimizaci\u00f3n, con picos de hasta <strong data-start=\"2897\" data-end=\"2923\">52 conversiones al d\u00eda<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La compa\u00f1\u00eda estrena en Espa\u00f1a Telco Data Lookalike junto a Iberdrola y Making Science para ampliar la captaci\u00f3n digital fuera de los entornos cerrados.<\/p>\n","protected":false},"author":30,"featured_media":237525,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[2114,76,50],"class_list":["post-237521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-creatividad","tag-marketing-digital","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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