{"id":16756,"date":"2019-06-28T08:51:19","date_gmt":"2019-06-28T14:51:19","guid":{"rendered":"http:\/\/otech.uaeh.edu.mx\/noti\/?p=16756"},"modified":"2019-06-28T08:51:33","modified_gmt":"2019-06-28T14:51:33","slug":"innovacion-como-cambiara-el-trabajo-del-planificador-de-medios-digitales","status":"publish","type":"post","link":"https:\/\/otech.uaeh.edu.mx\/noti\/ic\/innovacion-como-cambiara-el-trabajo-del-planificador-de-medios-digitales\/","title":{"rendered":"Innovaci\u00f3n: C\u00f3mo cambiar\u00e1 el trabajo del planificador de medios digitales"},"content":{"rendered":"<p><em>Los cambios que imponen el machine learning y la inteligencia artificial desaf\u00ecan a mejorar a los profesionales de todos los \u00e1mbitos<\/em><!--more--><\/p>\n<p>Todos los d\u00ecas los planners y estrategas digitales se enfrentan en algo que parece un arte: la optimizaci\u00f3n de campa\u00f1as digitales. Definir objetivos, presupuestos, crear artes, identificar segmentos, etc son tareas que requieren mucho tiempo y que a\u00fan luego de dedicarles horas y horas no obtengan los resultados esperados.<\/p>\n<p>El planificador de Medios Digitales necesita mucho tiempo que se usa en conocer los canales, las m\u00e9tricas y las estrategias de optimizaci\u00f3n, cosas que se mejoran solo con la experiencia. Lo interesante es que la inteligencia artificial y el machine learning tienen cada vez m\u00e1s presencia para ayudar a los profesionales a investigar y planificar nuevas y mejores estrategias.<\/p>\n<p>Los planificadores se convertir\u00e1n cada vez m\u00e1s en jugadores claves gracias a las nuevas tecnolog\u00edas. El machine learning permite, por ejemplo, definir objetivos de conversi\u00f3n y mejores pujas en funci\u00f3n de objetivos, siendo este solo un primer paso ya que en poco tiempo estas herramientas permitir\u00e1n optimizar la inversi\u00f3n entre distintos canales para captar m\u00e1s eficientemente al p\u00fablico. Estas herramientas basadas en inteligencia artificial ya existen, solo que no son accesibles a la mayor\u00eda de anunciantes.<\/p>\n<p>Hoy ya se usan m\u00e9tricas m\u00e1s relevantes como viewbable impression en lugar de impression, y landing page en lugar de clics, que si bien no son machine learning, son KPI (indicadores clave de performance) que permiten medir m\u00e1s efectivamente las campa\u00f1as y son un primer paso de lo que se viene.<\/p>\n<p>La conexi\u00f3n entre Inteligencia Artificial y humana permitir\u00e1 que las campa\u00f1as lleguen a un nivel superior de \u00e9xito. Aprendiendo y colaborando, los planners deben seguir estudiando y aprendiendo de mano de los nuevos desaf\u00edos que plantea la tecnolog\u00eda.<\/p>\n<p><strong>Fuente: America Retail\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los cambios que imponen el machine learning y la inteligencia artificial desaf\u00ecan a mejorar a los profesionales de todos los \u00e1mbitos<\/p>\n","protected":false},"author":1,"featured_media":16757,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[363],"tags":[],"class_list":["post-16756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ic"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Innovaci\u00f3n: C\u00f3mo cambiar\u00e1 el trabajo del planificador de medios digitales - 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\/ic\/innovacion-como-cambiara-el-trabajo-del-planificador-de-medios-digitales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Innovaci\u00f3n: C\u00f3mo cambiar\u00e1 el trabajo del planificador de medios digitales - 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