{"id":240707,"date":"2026-05-19T15:14:22","date_gmt":"2026-05-19T13:14:22","guid":{"rendered":"https:\/\/ipmark.com\/?p=240707"},"modified":"2026-05-19T15:14:22","modified_gmt":"2026-05-19T13:14:22","slug":"atlas-el-motor-de-inteligencia-de-omd-que-convierte-tendencias-en-oportunidad-de-negocio","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=240707","title":{"rendered":"ATLAS, el motor de inteligencia de OMD que convierte tendencias en oportunidad de negocio"},"content":{"rendered":"<p>Para <strong>Cristina Barranco, <em>managing director<\/em> de OMD Espa\u00f1a<\/strong>, \u201ccrear lo que viene es posible\u201d cuando las marcas pueden apoyarse en un sistema de inteligencia vivo, con aplicabilidad real\u00a0 y capacidad de actualizaci\u00f3n constante. <strong>\u201cLa incorporaci\u00f3n de la IA en el trabajo de campo este a\u00f1o no es ninguna casualidad. Quer\u00edamos dar un paso adelante<\/strong>. Porque la velocidad del cambio de la cultura, de los cambios del consumidor es tremenda y no podemos ir por detr\u00e1s. Y ATLAS es esa plataforma que nos permite, <strong>a trav\u00e9s de los datos, la tecnolog\u00eda y la visi\u00f3n estrat\u00e9gica, anticipar e identificar oportunidades antes que nadie para nuestros clientes<\/strong>\u201d, se\u00f1ala Barranco.<\/p>\n<p><iframe loading=\"lazy\" title=\"Cristina Barranco. OMD Spain. Presentaci\u00f3n ATLAS 2026\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/bOjFVrcGoVg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Durante la <a href=\"https:\/\/ipmark.com\/omd-convierte-atlas-en-una-plataforma-experiencial-con-ia-para-anticipar-el-futuro\/\">presentaci\u00f3n de esta nueva versi\u00f3n de ATLAS<\/a>, que tuvo lugar el pasado 13 de mayo, <strong>Mapi Merchante, <em>chief strategy &amp; insights officer<\/em> de Omnicom Media Spain<\/strong>, \u00a0explicaba en qu\u00e9 consiste la novedad que representa la plataforma. \u201cHablamos de un sistema de inteligencia descentralizado. Es decir, se nutre de distintas fuentes y de distintos datos que, gracias a la IA, la tecnolog\u00eda y el pensamiento humanos, arroja un patr\u00f3n que detecta corrientes de fondo y tendencias\u201d, afirma.<\/p>\n<p><iframe loading=\"lazy\" title=\"MAPI MARCHANTE. OMNICOM MEDIA SPAIN. ATLAS PRESENTACI\u00d3N\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/UZfGc-5_j0w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Las tendencias \u2013 nueve en total \u2013 se clasifican en <strong>tres capas de informaci\u00f3n: consumidor, conexiones y tecnolog\u00eda<\/strong>. La metodolog\u00eda propia de ATLAS permite observar c\u00f3mo evolucionan dichas tendencias gracias a la ingesta diaria de data sobre b\u00fasquedas, conversaciones, etc. La herramienta facilita, adem\u00e1s, \u201c<strong>proyectar un <em>forecast<\/em> a futuro de cada una de esas tendencias<\/strong>\u201d, apunta Marchante. Destaca, por ejemplo, la rapidez con que avanza la delegaci\u00f3n de decisiones en agentes de inteligencia artificial, \u201cuna tendencia que va a impactar de forma radical en sectores como el ecommerce y que va a trastocar y transformar la comunicaci\u00f3n digital\u201d.<\/p>\n<p>El motor anal\u00edtico est\u00e1 dotado, adem\u00e1s de <strong>un indicador (<em>Gravity Score<\/em>) que mide la velocidad y grado de relevancia<\/strong> con la que estas tendencias impactan en cada industria y categor\u00eda de producto o servicio.<\/p>\n<p>En definitiva, la nueva versi\u00f3n de ATLAS ayuda a <strong>transformar grandes vol\u00famenes de datos en oportunidades estrat\u00e9gicas que permitan a las marcas mantenerse a la vanguardia en un entorno cultural en constante cambio<\/strong>. Un enfoque proactivo cuya meta final es <strong>apoyar los objetivos de negocio de los anunciantes<\/strong> al ofrecer soluciones con aplicaciones pr\u00e1cticas inmediatas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00abEs un sistema de inteligencia vivo\u00bb. As\u00ed describe Cristina Barranco, &#8216;managing director&#8217; de OMD Espa\u00f1a, la nueva etapa de ATLAS, que muestra su mejor versi\u00f3n al a\u00f1adir un motor anal\u00edtico impulsado por IA generativa. Una plataforma pensada para leer se\u00f1ales, ordenar informaci\u00f3n y traducir tendencias en oportunidades de negocio, como subraya Mapi Marchante, &#8216;chief strategy &#038; insights officer de Omnicom Media Spain&#8217;. Porque el reto ya no es \u00fanicamente influir en las personas, sino tambi\u00e9n entender c\u00f3mo operan los algoritmos y c\u00f3mo pueden formar parte de la activaci\u00f3n de marca.<\/p>\n","protected":false},"author":14,"featured_media":240765,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2158],"class_list":["post-240707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-agencias-de-medios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ATLAS, el motor de inteligencia de OMD que mide las tendencias<\/title>\n<meta name=\"description\" content=\"&quot;Es un sistema de inteligencia vivo&quot;. 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