{"id":17989,"date":"2019-08-27T09:03:52","date_gmt":"2019-08-27T15:03:52","guid":{"rendered":"http:\/\/otech.uaeh.edu.mx\/noti\/?p=17989"},"modified":"2019-08-27T09:04:38","modified_gmt":"2019-08-27T15:04:38","slug":"marketing-con-inteligencia-artificial","status":"publish","type":"post","link":"https:\/\/otech.uaeh.edu.mx\/noti\/ia\/marketing-con-inteligencia-artificial\/","title":{"rendered":"Marketing con Inteligencia Artificial"},"content":{"rendered":"<p>La semana anterior tuvimos en Per\u00fa la sexta edici\u00f3n del Digital Intelligence, evento que organiza\u00a0<a title=\"Neo \" href=\"http:\/\/www.neoconsulting.ai\/\">NEO<\/a>\u00a0con la participaci\u00f3n de Google y partners de la regi\u00f3n.<!--more--><\/p>\n<p>El evento present\u00f3 c\u00f3mo el marketing est\u00e1 cambiando por la inteligencia artificial y big data. Aqu\u00ed los puntos m\u00e1s importantes de los dos speakers de Google.<\/p>\n<h5><strong>Nadina Niemetz (Google Argentina)\u00a0<\/strong><\/h5>\n<p>El mundo est\u00e1 pasando de enfocarse en Mobile a la\u00a0<strong>Inteligencia artificial<\/strong>\u00a0porque esta tiene el potencial de generar grandes cambios en c\u00f3mo la gente trabaja.<\/p>\n<p>La inteligencia artificial necesita del uso de datos, pero solo 13% de las organizaciones declara estar usando la data disponible de sus usuarios (Forrester)<\/p>\n<p>Los 3 pasos que las organizaciones tienen que realizar para usar mejor la data son:<br \/>\na. Recolectar e integrar<br \/>\nb. Analizar y modelar<br \/>\nc. Activar<\/p>\n<p>En la primera etapa:\u00a0<strong>Recolectar e integrar<\/strong>\u00a0se debe lograr vencer que la informaci\u00f3n de clientes este dividida entre diferentes \u00e1reas de la organizaci\u00f3n. Se debe unir la informaci\u00f3n de marketing digital, atenci\u00f3n al cliente, puntos de ventas, publicidad, entre otros.<br \/>\nSin ese trabajo no se podr\u00e1 tener una visi\u00f3n completa y \u00fanica del cliente.<\/p>\n<p>En la segunda etapa:\u00a0<strong>Analizar y modelar<\/strong>\u00a0se debe utilizar las posibilidades que la inteligencia artificial y machine learning nos brindan para segmentar y predecir.\u00a0Si lo hacemos as\u00ed tendremos un real an\u00e1lisis de lo que las personas desean en el momento correcto.<\/p>\n<p>Finalmente, en la tercera etapa:\u00a0<strong>Activar<\/strong>\u00a0podremos brindar a los clientes productos, servicios y contenidos personalizados que finalmente le generar\u00e1n m\u00e1s valor a ellos y m\u00e1s valor a las empresas a trav\u00e9s de aumento de fidelizaci\u00f3n y ventas.<\/p>\n<h5><strong>Christian Plata (Google Colombia)\u00a0<\/strong><\/h5>\n<p>Machine learning nos permite programar con datos en vez de instrucciones (programaci\u00f3n tradicional)<\/p>\n<p>Google en el mundo lo utiliza por ejemplo en:<\/p>\n<p>a.\u00a0<strong>Autocomplete<\/strong>\u00a0en el buscador reduce 25% del t\u00edpeo (m\u00e1s a\u00fan en mobile)<br \/>\nb. Las respuestas sugeridas al final de los correos en\u00a0<strong>GMail\u00a0<\/strong><br \/>\nc. En\u00a0<strong>Asistente de Google<\/strong>\u00a0que se puede usar en Mobile y en los dispositivos Home<br \/>\nd. En el reconocimiento de Im\u00e1genes y voz en Google<\/p>\n<p>Uno de los campos d\u00f3nde Google est\u00e1 aplicando machine learning es en sector salud d\u00f3nde los algoritmos pueden\u00a0predecir en base a b\u00fasquedas\u00a0una sobredosis de hero\u00edna o incluso detectar el\u00a0cancer en los pulmones en tiempo real.<\/p>\n<p>La aplicaci\u00f3n de machine learning en marketing tiene muchos ejemplos, como el de Disney que ya no solo utiliza la informaci\u00f3n de una compra para recomendar productos sino tambi\u00e9n le agrega la informaci\u00f3n del comportamiento, que nos brinda una visi\u00f3n m\u00e1s completa y recomendaciones mucho m\u00e1s precisas.<\/p>\n<p>Las empresas debemos ver la inteligencia artificial y cloud como piezas de lego: Experimentando podemos construir con ellas soluciones completas, el poder ya lo tenemos en las manos s\u00f3lo hay que aprender y experimentar.<\/p>\n<p>Para aprender Google tiene los siguientes recursos:<br \/>\nGoogle Cloud<br \/>\nGoogle CodeLabs<br \/>\nCoursera<\/p>\n<h5><strong>Conclusi\u00f3n sobre marketing con inteligencia artificial<\/strong><\/h5>\n<p>El presente del marketing pasa por utilizar todos los recursos disponibles que ya tenemos con la inteligencia artificial. Es el momento de aprender y experimentar para generar m\u00e1s valor a nuestras organizaciones y clientes.<\/p>\n<p><strong>Fuente:\u00a0<\/strong><\/p>\n<p><em>DANIEL FALC\u00d3N, D. F. (2019, 26 agosto). Marketing con Inteligencia Artificial | Blogs | Gesti\u00f3n. Recuperado 27 agosto, 2019, de https:\/\/gestion.pe\/blog\/innovaciondisrupcion\/2019\/08\/inteligencia-artificial-marketing.html?ref=gesr<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La semana anterior tuvimos en Per\u00fa la sexta edici\u00f3n del Digital Intelligence, evento que organiza\u00a0NEO\u00a0con la participaci\u00f3n de Google y partners de la regi\u00f3n.<\/p>\n","protected":false},"author":1,"featured_media":17990,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[361],"tags":[],"class_list":["post-17989","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>Marketing con Inteligencia Artificial - 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\/marketing-con-inteligencia-artificial\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing con Inteligencia Artificial - 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