{"id":27959,"date":"2016-06-27T12:00:26","date_gmt":"2016-06-27T12:00:26","guid":{"rendered":"http:\/\/www.zemsania.com\/?p=15233"},"modified":"2022-12-23T11:30:44","modified_gmt":"2022-12-23T11:30:44","slug":"big-data-marqueting-una-historia-amor-basada-temps-real","status":"publish","type":"post","link":"https:\/\/zemsaniaglobalgroup.com\/ca\/big-data-marketing-una-historia-amor-basada-tiempo-real\/","title":{"rendered":"Big Data i m\u00e0rqueting, una hist\u00f2ria d&#039;amor basada en temps real"},"content":{"rendered":"<p>Tots els que vivim submergits en aquest esbojarrat i meravell\u00f3s m\u00f3n del m\u00e0rqueting sabem que una gran base de dades ben segmentada, neta i enriquida \u00e9s el nostre Sant Grial\u2026 Vaja, com una deliciosa i suculenta gran porci\u00f3 de past\u00eds de xocolata.<\/p>\n\n\n\n<p>Des de fa un temps \u00e9s gaireb\u00e9 com una obsessi\u00f3: els necessitem, no podem viure sense ells i <strong>sense ells el m\u00e0rqueting digital no t\u00e9 ra\u00f3 de ser<\/strong>. Som tan capgrossos com el Conillet Blanc a <em>Al\u00edcia al pa\u00eds de les meravelles<\/em>; aix\u00f2 s\u00ed, ara hem canviat el rellotge per un Smartphone i recitem, a tall de mantra, mentre corretegem per l&#039;oficina: \u201cleads qualificats, leads qualificats\u201d.<\/p>\n\n\n\n<p>Estudis recents ens informen que + del 90% de les dades d&#039;internet s&#039;han generat els dos darrers anys. Aquest percentatge ens fa pensar en la gran quantitat d&#039;informaci\u00f3 i la velocitat amb qu\u00e8 es generen, emmagatzemen i analitzen les dades, la seva varietat en contingut i la incertesa sobre el valor que cada dada posseeix. En resum, es tracta de<strong> grans volums de dades en estat brut, que ens demanen a crits poder formar part d&#039;un conjunt amb significat<\/strong>, volen ser v\u00e0lids, \u00fatils i vera\u00e7os per a m\u00e0rqueting. I alhora, <strong>m\u00e0rqueting vol fragmentar-los, generar m\u00e8triques, an\u00e0lisis, crear estrat\u00e8gies.<\/strong> Aqu\u00ed comen\u00e7a la hist\u00f2ria d\u00b4amor!<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndex de continguts<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/zemsaniaglobalgroup.com\/ca\/big-data-marketing-una-historia-amor-basada-tiempo-real\/#Habia_una_vez_un_reencuentro_entre_IT_y_Marketing\" >Hi havia una vegada un retrobament entre IT i M\u00e0rqueting<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/zemsaniaglobalgroup.com\/ca\/big-data-marketing-una-historia-amor-basada-tiempo-real\/#%E2%80%A6_Y_Marketing_encontro_su_media_naranja_el_Big_Data\" >\u2026 I M\u00e0rqueting va trobar la seva mitja taronja: el Big Data<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"has-ast-global-color-0-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Habia_una_vez_un_reencuentro_entre_IT_y_Marketing\"><\/span>Hi havia una vegada un retrobament entre IT i M\u00e0rqueting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Aquesta hist\u00f2ria d&#039;amor, com moltes, t\u00e9 c\u00f2mplices: el <strong>departament IT<\/strong> i el <strong>departament de m\u00e0rqueting<\/strong>.<\/p>\n\n\n\n<p>La hist\u00f2ria comen\u00e7a amb el cl\u00e0ssic \u00ab<em>Hi havia una vegada\u00bb<\/em>: En aquest cas, un departament IT que sempre esquivava el departament de M\u00e0rqueting, no volia parlar amb ell, el defugia quan coincidien entre passadissos oa l&#039;office\u2026 I, sincerament, ho comprenc. M\u00e0rqueting no parava de demanar-li dades i m\u00e9s dades, \u201cordenades, segmentades, amanides\u201d, i cert \u00e9s que m\u00e0rqueting feia baixar a IT fins al mateix infern amb cada petici\u00f3, ja que segons ens asseguren informes, <strong>el 80% de les dades tradicionals estan disperses i desordenades<\/strong>, o dit d&#039;una altra manera, de \u201cmala qualitat i poca precisi\u00f3\u201d\u2026 Com per no entendre&#039;ls!<\/p>\n\n\n\n<p>En aquest punt de caos es comen\u00e7a a sentir parlar de Big Data, i amb aix\u00f2 no vull dir que no estigu\u00e9ssim acostumats a moure i analitzar grans quantitats de dades, sin\u00f3 que aquesta vegada era diferent. Es parlava de la <strong>facilitat d&#039;\u00fas<\/strong>, <strong>que fins i tot m\u00e0rqueting, sense necessitat de posseir habilitats inform\u00e0tiques, podia obtenir<\/strong>. Tot aix\u00f2 sense patir cap mena de trauma i r\u00e0pidament: dades de forma senzilla i en temps real. D&#039;aquesta manera, es podien utilitzar els resultats per <strong>analitzar seguiments i prefer\u00e8ncies de clients<\/strong>, <strong>control sobre les despeses<\/strong>, <strong>planificaci\u00f3 de campanyes r\u00e0pida<\/strong>s, precises, rendibles\u2026 I tot aix\u00f2 sense que IT hagu\u00e9s d&#039;escriure codi, crear f\u00f3rmules i patrons rudimentaris. Es rumorejava que ja no haurien de tornar a trepitjar l&#039;avern mai m\u00e9s, <strong>regnaria la metodologia \u00e0gil!<\/strong><\/p>\n\n\n\n<h3 class=\"has-ast-global-color-0-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E2%80%A6_Y_Marketing_encontro_su_media_naranja_el_Big_Data\"><\/span>\u2026 I M\u00e0rqueting va trobar la seva mitja taronja: el Big Data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Hi ha un munt de senyals de Cupido que indiquen que&nbsp;<strong>M\u00e0rqueting ha trobat el veritable amor al Big Data<\/strong>. Van estar un temps a prova, per no deixar-se enganyar per les papallones que els voletejaven a l&#039;est\u00f3mac. Despr\u00e9s que la relaci\u00f3 s&#039;hagi consolidat, ara s\u00ed, m\u00e0rqueting ens parla obertament de l<strong>us beneficis que us aporta el Big Data<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Els valuosos Insights<\/strong>. Identificaci\u00f3 de nous clients. Gr\u00e0cies al Big Data, a trav\u00e9s de les xarxes socials es poden con\u00e8ixer amb gran detall els gustos, interessos, edat, professi\u00f3, estudis i hobbys dels usuaris i orientar al detall totes les campanyes.<\/li>\n\n\n\n<li><strong>Amb Big Data tot \u00e9s m\u00e9s senzill<\/strong>. Redu\u00efm temps i esfor\u00e7 per aconseguir les dades que ens interessen, que a m\u00e9s tenen un valor afegit. D&#039;aquesta manera, tot el temps estalviat el podem invertir en analitzar-los.<\/li>\n\n\n\n<li><strong>Mantenir feli\u00e7os els venedors<\/strong>. La implementaci\u00f3 d&#039;estrat\u00e8gies de Big Data permet que els venedors rebin \u201cleads qualificats\u201d del departament de m\u00e0rqueting. Aix\u00ed, s&#039;agilitza el proc\u00e9s d&#039;an\u00e0lisi de les dades i els permet optimitzar el temps per planificar estrat\u00e8gies i t\u00e8cniques de venda.<\/li>\n\n\n\n<li><strong>Amor i Atenci\u00f3<\/strong>. El big Data permet que m\u00e0rqueting faci el que m\u00e9s li agrada: Dur a terme accions i campanyes per mimar i fidelitzar els clients. Com a resultat, a llarg termini hi haur\u00e0 un augment de les vendes.<\/li>\n<\/ul>\n\n\n\n<p>I com que tot conte acaba\u2026 \u201cUn cop aplicada l&#039;estrat\u00e8gia de Big Data per detectar la llar que s&#039;ajustava a les seves necessitats, es van traslladar, van viure feli\u00e7os i van menjar perdius, aix\u00f2 s\u00ed, en temps real\u201d.<\/p>\n\n\n\n<p>Si vols saber m\u00e9s sobre com aprofitar l&#039;an\u00e0lisi de grans quantitats de dades al Departament de M\u00e0rqueting de la teva empresa, pots fer-ho a trav\u00e9s de la p\u00e0gina web de Zemsania. I si t&#039;ha agradat aquesta infografia, <strong>comparteix-la a les teves xarxes socials!<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Todos los que vivimos sumergidos en este alocado y maravilloso mundo del marketing sabemos que una gran base de datos bien segmentada, limpia y enriquecida es nuestro Santo Grial\u2026 Vaya, como una&nbsp; deliciosa y suculenta gran porci\u00f3n de tarta de chocolate. Desde hace un tiempo es casi como una obsesi\u00f3n: los necesitamos, no podemos vivir [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":27960,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[2,14],"tags":[17],"class_list":["post-27959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-zemsania","category-empresas-innovacion","tag-bigdata"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Big Data y Marketing, una historia de amor basada en tiempo real<\/title>\n<meta name=\"description\" content=\"Big Data y Marketing son dos amantes inseparables: Los grandes vol\u00famenes de datos desean ser analizados y Marketing necesita segmentarlos y entenderlos\" 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