{"id":75401,"date":"2018-12-04T17:36:05","date_gmt":"2018-12-04T15:36:05","guid":{"rendered":"https:\/\/ipmark.com\/?p=75401"},"modified":"2018-12-04T17:36:05","modified_gmt":"2018-12-04T15:36:05","slug":"algoritmo-consorcio-abc-dj","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=75401","title":{"rendered":"As\u00ed suena tu marca, seg\u00fan el algoritmo de ABC_DJ"},"content":{"rendered":"<figure id=\"attachment_75412\" aria-describedby=\"caption-attachment-75412\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-75412 size-full\" title=\"\u00bfA qu\u00e9 suena tu marca? La herramienta del consorcio ABC_DJ te lo dice\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/12\/consorcio-abc-dj-musica.jpg\" alt=\"consorcio-abc-dj-musica\" width=\"690\" height=\"460\" \/><figcaption id=\"caption-attachment-75412\" class=\"wp-caption-text\">\u00bfA qu\u00e9 suena tu marca? La herramienta del consorcio ABC_DJ te lo dice<\/figcaption><\/figure>\n<p><strong>El consorcio europeo ABC_DJ ha desarrollado un algoritmo capaz de identificar los valores que desprende una canci\u00f3n y determinar as\u00ed el tipo de m\u00fasica que mejor encaje con una marca. <\/strong><\/p>\n<p><span style=\"font-weight: 400;\">El algoritmo, dise\u00f1ado y perfeccionado por el Instituto de Investigaci\u00f3n Ac\u00fastico Musical Francesa (IRCAM, por sus siglas en franc\u00e9s), logra reconocer los atributos objetivos de una melod\u00eda. Gracias a la aplicaci\u00f3n de t\u00e9cnicas de aprendizaje de m\u00e1quina (<em>machine learning<\/em>), el programa decide qu\u00e9 valores se desprenden de las notas musicales <strong>con un 80,1% de acierto<\/strong>. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con Borja Torres, cofundador de Lovemonk, discogr\u00e1fica perteneciente al consorcio europeo, con esta herramienta las marcas podr\u00edan desarrollar identidades corporativas m\u00e1s fuertes y coherentes, as\u00ed como experiencias m\u00e1s significativas para los clientes. \u201cEsto se puede trasladar a todos los puntos de contacto entre las marcas y los consumidores, desde los puntos de venta hasta las herramientas de marketing y comunicaci\u00f3n\u201d, ha detallado. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">La base de datos de la que se sirve el algoritmo para extraer sus decisiones se compone de una<strong> biblioteca musical de algo m\u00e1s de 60.000 canciones y de 53.344 medidas<\/strong> que el consorcio cre\u00f3 despu\u00e9s de haber realizado un experimento de audici\u00f3n a gran escala en Alemania, Espa\u00f1a y Reino Unido. Aqu\u00ed, 10.144 usuarios escucharon una serie de canciones que identificaron con varios de los 36 t\u00e9rminos de una lista, entre los que se encontraban adjetivos como relajada, cool, urbana o feliz. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">El consorcio tambi\u00e9n se encarg\u00f3 de la creaci\u00f3n de dicha lista. Conocido como Inventario General de M\u00fasica (GMBI, en sus siglas en ingl\u00e9s), en la elecci\u00f3n de los t\u00e9rminos participaron m\u00e1s de 300 expertos de marketing y <em>audiobranding<\/em>. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con los investigadores, en el dise\u00f1o del algoritmo se ha tenido en cuenta de igual modo datos socioecon\u00f3micos de los posibles oyentes. \u201cAs\u00ed, <strong>nuestro algoritmo es capaz de predecir la percepci\u00f3n musical de cualquier canci\u00f3n dentro de cualquier target<\/strong> <strong>y en base \u00fanicamente a las caracter\u00edsticas del audio<\/strong>\u201d, han se\u00f1alado desde la compa\u00f1\u00eda HearDis! &#8211; empresa perteneciente al consorcio-.<\/span><\/p>\n<h2>Herramienta de<em> audiobranding<\/em><\/h2>\n<p>El consorcio, formado por ocho entidades entre compa\u00f1\u00edas privadas y universidades, inici\u00f3 el proyecto en 2013. El desarrollo de la herramienta ha durado tres a\u00f1os. En los pr\u00f3ximos meses varias compa\u00f1\u00edas estar\u00e1n trabajando con la herramienta con el fin de obtener resultados reales, seg\u00fan ha informado a IPMARK Borja Torres.<\/p>\n<p>A mitad del pr\u00f3ximo a\u00f1o <strong>el consorcio prev\u00e9 comercializar la herramienta a terceros<\/strong>, tanto a agencias creativas como a aquellas marcas que cuenten con expertos en <em>audiobranding<\/em> en su departamento de marketing. Con este programa se intenta aunar de forma objetiva una melod\u00eda a una marca, ya que \u00abcada vez m\u00e1s la m\u00fasica se utiliza como un medio de comunicaci\u00f3n y aqu\u00ed tiene un peso bastante potente\u00bb, ha subrayado.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El consorcio europeo ABC_DJ ha desarrollado un algoritmo capaz de identificar los valores que desprende una canci\u00f3n y determinar as\u00ed<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[2114,2226],"class_list":["post-75401","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-creatividad","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>As\u00ed suena tu 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