{"id":17993,"date":"2019-08-27T09:08:32","date_gmt":"2019-08-27T15:08:32","guid":{"rendered":"http:\/\/otech.uaeh.edu.mx\/noti\/?p=17993"},"modified":"2019-08-27T09:08:32","modified_gmt":"2019-08-27T15:08:32","slug":"para-los-expertos-el-machine-learning-sera-el-futuro-del-sector-retail","status":"publish","type":"post","link":"https:\/\/otech.uaeh.edu.mx\/noti\/machine-learning\/para-los-expertos-el-machine-learning-sera-el-futuro-del-sector-retail\/","title":{"rendered":"Para los expertos, &#8220;el machine learning ser\u00e1 el futuro del sector retail&#8221;"},"content":{"rendered":"<p><span>\u00c1ngela L\u00f3pez Ant\u00f3n es la Strategic Initiatives Director de Nielsen, y cuenta con 18 a\u00f1os de experiencia en sectores como el marketing estrat\u00e9gico, la investigaci\u00f3n de mercados y la consultor\u00eda comercial tecnol\u00f3gica, principalmente en los sectores de gran consumo y retail, pero tambi\u00e9n en farma, electr\u00f3nica de consumo y otras industrias.\u00a0<\/span><!--more--><\/p>\n<p><span>Gracias a su experiencia en firmas como Coca-Cola, Combe o Nexium Customers Solutions posee una visi\u00f3n global de c\u00f3mo los productos son concebidos, comercializados y, finalmente, elegidos por los consumidores. Es por estas razones por las que el sitio E-commerce News la entrevist\u00f3 para conocer que su visi\u00f3n particular sobre el retail y su\u00a0<\/span><\/p>\n<p><span>Seg\u00fan Lopez Ant\u00f3n, los sectores con m\u00e1s futuro en el eCommerce actual son el &#8220;food delivery, pero tambi\u00e9n videojuegos y electr\u00f3nica de consumo&#8221;.<\/span><\/p>\n<p><span>Adem\u00e1s, asegura que &#8220;hay otros que est\u00e1n por llegar, como la venta de autom\u00f3viles, que en parte es un proceso que se hace online, pero hace falta cerrar el c\u00edrculo, pero no tardaremos mucho en ver el coche que queremos en realidad virtual aumentada, probarlo en un simulador y cerrar la transacci\u00f3n desde casa.&#8221;<\/span><\/p>\n<p><span>Seg\u00fan la directiva para intentar atraer al consumidor actual, que cambia de preferencias constantemente es &#8220;es necesario un cambio de mentalidad porque no podemos pensar en el consumidor como un colectivo, ni trabajar sobre perfiles. Hay que ir al one to one y as\u00ed poder conocer al consumidor y sus momentos, tan cambiantes durante el d\u00eda&#8221;, explica Lopez Ant\u00f3n.<\/span><\/p>\n<p><span>Adem\u00e1s, aagrega que &#8220;ser\u00e1 fundamental la Inteligencia Artificial, que nos ayudar\u00e1 a obtener un dato, un consumidor.\u00a0Esto permitir\u00e1 sentar las bases de un modelo de an\u00e1lisis predictivo a partir de entender qui\u00e9n hizo una compra y c\u00f3mo lleg\u00f3 a la decisi\u00f3n de adquirir ese producto, de una manera espec\u00edfica y en un momento determinado. En definitiva, adelantarnos al consumidor. Hacia esa direcci\u00f3n va el consumidor y la tecnolog\u00eda nos ayudar\u00e1 a ir a su lado y a no perderle.&#8221;<\/span><\/p>\n<div class=\"tepuedeinteresar\"><\/div>\n<div id=\"div-gpt-ad-21824268878\" data-alias=\"video\" data-google-query-id=\"CNu4s5moo-QCFQn4ZAodZ1wLKg\">\n<div id=\"google_ads_iframe_\/134471228\/iproup\/notas\/video_0__container__\">La experta de Nielsen explica las tendencias para el futuro del canal digital est\u00e1 en generar &#8220;una evoluci\u00f3n del mercado para responder ante cualquier consumidor y en cualquier momento y circunstancia a partir de machine learning. Granularidad y flexibilidad, pero desarrollando las estrategias con anterioridad y haciendo ajustes real time.\u00a0El machine learning por tanto ser\u00e1 el eje de cualquier estrategia&#8221;.<\/div>\n<\/div>\n<p><span>Ante esta tendencia las empresas &#8220;necesitan la calidad del dato. Si no hay un buen dato detr\u00e1s, la inteligencia artificial se equivocar\u00e1.\u00a0 En cambio, con un buen dato se van a generar los mejores insights del mercado y del consumidor. Por un lado, porque elimina impredecibles y at\u00edpicos, y por otro lado porque los datos son un reflejo del comportamiento humano, sobre todo en la toma de decisiones. Las empresas podr\u00e1n ser capaces de analizar patrones de elecci\u00f3n y ver c\u00f3mo va a evolucionar una tendencia.&#8221;<\/span><\/p>\n<p><strong>Fuente:<\/strong><\/p>\n<p><em>IProfesional. (2019, 26 agosto). &#8220;El machine learning ser\u00e1 el futuro del sector retail&#8221;. Recuperado 27 agosto, 2019, de https:\/\/www.iproup.com\/innovacion\/6957-tecnologia-inventos-tecnologicos-productos-innovadores-El-machine-learning-sera-el-futuro-del-sector-retail<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00c1ngela L\u00f3pez Ant\u00f3n es la Strategic Initiatives Director de Nielsen, y cuenta con 18 a\u00f1os de experiencia en sectores como el marketing estrat\u00e9gico, la investigaci\u00f3n de mercados y la consultor\u00eda comercial tecnol\u00f3gica, principalmente en los sectores de gran consumo y retail, pero tambi\u00e9n en farma, electr\u00f3nica de consumo y otras industrias.\u00a0<\/p>\n","protected":false},"author":1,"featured_media":17994,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[409],"tags":[],"class_list":["post-17993","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-machine-learning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - 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