{"id":10314,"date":"2022-02-01T13:55:04","date_gmt":"2022-02-01T13:55:04","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=648414"},"modified":"2025-04-05T12:42:21","modified_gmt":"2025-04-05T12:42:21","slug":"replantea-la-estrategia-de-marca-con-tecnologia-y-datos","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/replantea-la-estrategia-de-marca-con-tecnologia-y-datos\/","title":{"rendered":"Replantea la estrategia de marca con tecnolog\u00eda y datos"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Capgemini_Research-Rethinking-brand-strategy-with-technology-and-data.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-invent.svg\" alt=\"capgemini-invent\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Replantea la estrategia de marca con tecnolog\u00eda y datos<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/CMO_Brand-Strategy-POV_2021.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download report<\/span><span class=\"type\">4 MB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/replantea-la-estrategia-de-marca-con-tecnologia-y-datos\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/replantea-la-estrategia-de-marca-con-tecnologia-y-datos\/&amp;text=Replantea la estrategia de marca con tecnolog\u00eda y datos\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/replantea-la-estrategia-de-marca-con-tecnologia-y-datos\/&amp;text=Replantea la estrategia de marca con tecnolog\u00eda y datos\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Mejorar la estrategia y la ejecuci\u00f3n de la marca con datos y tecnolog\u00eda<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content section--story-content article-body\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-la-necesidad-de-conocer-los-datos\"><strong>La necesidad de conocer los datos<\/strong><\/h3>\n\n\n\n<p>Son varias las razones que han puesto en primer plano el conocimiento de los datos en la comunicaci\u00f3n de las marcas. En primer lugar, se ha ampliado la base de usuarios digitales que entran en el espacio online con mayor regularidad. En segundo lugar, ha aumentado el tiempo que se dedica a las interacciones en l\u00ednea. Junto a esta perspectiva del usuario digital, ha aumentado el crecimiento de la tecnolog\u00eda y la disposici\u00f3n a utilizarla, lo que ha permitido mejorar la CX y el seguimiento, impulsando el volumen de datos recogidos. Adem\u00e1s, se ha acelerado la capacidad de crear informaci\u00f3n procesable a partir de conjuntos de datos complejos, gracias a la IA y al aprendizaje autom\u00e1tico.<\/p>\n\n\n\n<p>Esto crea un impulso a medida que las personas ven el beneficio de ceder sus datos una vez que sienten que son &#8220;escuchados&#8221;, comprendidos en la forma en que se les aborda con contenido y ofertas, y que se respeta la privacidad de sus datos y sus preferencias. Las organizaciones capaces de captar estos datos por s\u00ed mismas estar\u00e1n bien situadas para compensar el impacto del fin de las cookies de terceros. De acuerdo con nuestro \u00faltimo informe CRI &#8211; A New Playbook for CMOs, existen m\u00faltiples casos de uso para la toma de decisiones basada en datos en la estrategia de marca, incluyendo el posicionamiento de la marca, la identificaci\u00f3n de los segmentos objetivo y la mejora de las experiencias de marca.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-repensar-la-estrategia-de-marca-con-tecnologia-y-datos\"><strong>Repensar la estrategia de marca con tecnolog\u00eda y datos<\/strong><\/h3>\n\n\n\n<p>En este art\u00edculo de opini\u00f3n, analizamos el tipo de datos que las empresas est\u00e1n recopilando y por qu\u00e9. Ofrecemos nuestra perspectiva sobre c\u00f3mo construir una estrategia de marca basada en los datos y proporcionamos casos de uso de la industria de bienes de consumo. Y observamos que, con un mayor n\u00famero de empleados con habilidades digitales en el lugar de trabajo, el escenario est\u00e1 preparado para que las organizaciones utilicen los datos y la anal\u00edtica para reimaginar sus operaciones de marketing.<\/p>\n\n\n\n<p>Examinamos el papel fundamental de los datos en el desarrollo y la puesta en marcha de estrategias de marca con una combinaci\u00f3n de t\u00e1cticas y actividades de marca, junto con un profundo conocimiento del cliente. Discutimos c\u00f3mo los datos de calidad y los an\u00e1lisis avanzados tienen el potencial de ayudar a dar forma, entregar, controlar y optimizar las estrategias de marca.<\/p>\n\n\n\n<p>Descarga el art\u00edculo t\u00e9cnico para obtener m\u00e1s informaci\u00f3n.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image alignleft\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/12\/Jerome.jpg?w=300\" alt=\"\" class=\"wp-image-666778\"\/><\/figure>\n\n\n\n<p>El Dr. Jerome Honerkamp es un experto en estrategia y marketing de Capgemini Invent con m\u00e1s de 11 a\u00f1os de experiencia en consultor\u00eda, la industria de bienes de consumo y el mundo acad\u00e9mico. Como consultor, director de marketing y CDO, ya ha acompa\u00f1ado con \u00e9xito grandes transformaciones internacionales de marketing y ventas.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Several reasons have brought data insights in brand communications to the fore. First, the digital user base entering the online space more<\/p>\n","protected":false},"author":35,"featured_media":10315,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"4aa5eb33-5830-4fbe-ad88-c6377c81bf1b\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":0,"primary_term":"Customer first","featured_focal_points":""},"tags":[],"research-and-insight-type":[78],"theme":[239],"brand":[79],"service":[100],"industry":[],"partners":[],"content-group":[],"class_list":["post-10314","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-point-of-view","theme-customer-first","brand-capgemini-invent","service-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Replantea la estrategia de marca con tecnolog\u00eda y datos | Capgemini<\/title>\n<meta name=\"description\" content=\"Repensar la estrategia de marca con tecnolog\u00eda y datos. 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