{"id":12758,"date":"2018-11-21T09:05:54","date_gmt":"2018-11-21T15:05:54","guid":{"rendered":"http:\/\/otech.uaeh.edu.mx\/noti\/?p=12758"},"modified":"2018-11-21T09:05:54","modified_gmt":"2018-11-21T15:05:54","slug":"machine-learning-para-hacer-frente-al-black-friday","status":"publish","type":"post","link":"https:\/\/otech.uaeh.edu.mx\/noti\/ia\/machine-learning-para-hacer-frente-al-black-friday\/","title":{"rendered":"\u2018Machine Learning\u2019 para hacer frente al Black Friday"},"content":{"rendered":"<p>La importancia que el Black Friday va consiguiendo en las empresas cada a\u00f1o que pasa se deja notar. En cifras, Espa\u00f1a est\u00e1 entre los tres pa\u00edses en los que el t\u00e9rmino m\u00e1s crece, con un aumento de m\u00e1s del 1200%. La importancia de una campa\u00f1a online efectiva, en una fecha en que todas las empresas quieren llamar la atenci\u00f3n del cliente, es vital.<!--more--><\/p>\n<div id=\"retina_gpt-INTEXT\" data-google-query-id=\"CNah09jd5d4CFVS-TwodesgBXw\">\n<div id=\"google_ads_iframe_\/7811748\/elpais_finanzas_retina_web\/innovacion\/intext_0__container__\">Adem\u00e1s, hay que pensar en dos o tres plataformas diferentes para lograr un impacto m\u00e1s certero. Del 62% de las compras totales que supone el canal online, un 60% se realizan a trav\u00e9s de dispositivo m\u00f3vil, y el 40% restante, en PC. En cuanto al tipo de producto buscado, no hay un est\u00e1ndar destacado: electr\u00f3nica, videojuegos, moda, hogar y deporte suponen el 55% de las b\u00fasquedas totales. Adem\u00e1s, si a\u00f1adimos a la mezcla que el 70% de la notoriedad total ocurre en los 20 d\u00edas previos, se generan espacios tan amplios que pueden volver loco a cualquier departamento de marketing.<\/div>\n<\/div>\n<p>Una herramienta que nos puede ayudar a afrontar el Black Friday es el<span>\u00a0<\/span><em><span>smart campaign<\/span>,<\/em><span>\u00a0<\/span>un sistema basado en<span>\u00a0<\/span><em>machine learning<\/em><span>\u00a0<\/span>que facilita la generaci\u00f3n de campa\u00f1as relevantes y m\u00e1s centradas en el cliente.<span>\u00a0<\/span><em>Smart campaign<\/em><span>\u00a0<\/span>permite llevar las cifras de impacto, visionado o respuesta a un anuncio de forma casi instant\u00e1nea. De esta manera, podremos entender qu\u00e9 funciona y qu\u00e9 no, para cambiarlo al instante.<\/p>\n<p>Hacer un an\u00e1lisis cercano, continuo y directo de las m\u00e9tricas nos permitir\u00e1 ver los resultados de manera m\u00e1s clara y poder entender qu\u00e9 es lo que quiere el cliente en ese momento. El Black Friday es una oportunidad \u00fanica de hacerse ver y conectar con el cliente. Con los aliados correctos podremos hacerlo sin temor a perder la cabeza.<\/p>\n<p><strong>Para saber m\u00e1s:<\/strong><\/p>\n<section class=\"sumario_foto centro\" id=\"sumario_1|foto\"><a name=\"sumario_1\"><\/a><\/p>\n<div class=\"sumario__interior\">\n<figure class=\"foto foto_w980\" itemprop=\"image\" itemscope=\"\" itemtype=\"http:\/\/schema.org\/ImageObject\"><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/es-es\/insights\/black-friday-cyber-monday-y-como-smart-campaigns-puede-ayudarte-afinar-mejor-tu-campana-gracias-al-machine-learning\/\"><img loading=\"lazy\" decoding=\"async\" itemprop=\"url\" src=\"https:\/\/rt00.epimg.net\/retina\/imagenes\/2018\/11\/21\/innovacion\/1542777657_626919_1542777798_sumario_normal.jpg\" width=\"980\" height=\"150\" alt=\"\u2018Machine Learning\u2019 para hacer frente al Black Friday\" srcset=\"      \/\/rt00.epimg.net\/retina\/imagenes\/2018\/11\/21\/innovacion\/1542777657_626919_1542777798_sumario_normal_recorte1.jpg 1960w,   \/\/rt00.epimg.net\/retina\/imagenes\/2018\/11\/21\/innovacion\/1542777657_626919_1542777798_sumario_normal_recorte2.jpg 720w  , \/\/rt00.epimg.net\/retina\/imagenes\/2018\/11\/21\/innovacion\/1542777657_626919_1542777798_sumario_normal.jpg 980w\" \/><\/a><\/figure>\n<p>Fuente: retina El Pais<\/p>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p>La importancia que el Black Friday va consiguiendo en las empresas cada a\u00f1o que pasa se deja notar. En cifras, Espa\u00f1a est\u00e1 entre los tres pa\u00edses en los que el t\u00e9rmino m\u00e1s crece, con un aumento de m\u00e1s del 1200%. La importancia de una campa\u00f1a online efectiva, en una fecha en que todas las empresas [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12759,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[361],"tags":[],"class_list":["post-12758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u2018Machine Learning\u2019 para hacer frente al Black Friday - Observatorio Tecnol\u00f3gico de Hidalgo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/otech.uaeh.edu.mx\/noti\/ia\/machine-learning-para-hacer-frente-al-black-friday\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018Machine Learning\u2019 para hacer frente al Black Friday - Observatorio Tecnol\u00f3gico de Hidalgo\" \/>\n<meta property=\"og:description\" content=\"La importancia que el Black Friday va consiguiendo en las empresas cada a\u00f1o que pasa se deja notar. En cifras, Espa\u00f1a est\u00e1 entre los tres pa\u00edses en los que el t\u00e9rmino m\u00e1s crece, con un aumento de m\u00e1s del 1200%. 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