{"id":563278,"date":"2026-04-22T04:33:11","date_gmt":"2026-04-22T04:33:11","guid":{"rendered":"https:\/\/www.capgemini.com\/mx-es\/?post_type=research-and-insight&#038;p=563278"},"modified":"2026-04-22T04:35:23","modified_gmt":"2026-04-22T04:35:23","slug":"campanas-en-tiempo-real-para-clientes-de-la-vida-real","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/campanas-en-tiempo-real-para-clientes-de-la-vida-real\/","title":{"rendered":"Campa\u00f1as en tiempo real para clientes de la vida real"},"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\/2026\/04\/2880x1800_Landing-page-header.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/2880x1800_Landing-page-header.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/2880x1800_Landing-page-header.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/2880x1800_Landing-page-header.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/2880x1800_Landing-page-header.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/2880x1800_Landing-page-header.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/2880x1800_Landing-page-header.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/2880x1800_Landing-page-header.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/2880x1800_Landing-page-header.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:41% 78%\" 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><div class=\"box-title\"><h1 data-maxlength=\"34\">Campa\u00f1as en tiempo real para clientes de la vida real<\/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\/2026\/04\/CapgeminiGoogle-Cloud-POV_v8.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Abrir en una nueva ventana\"><span>Descargar el libro blanco<\/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-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div class=\"col-12 col-md-2\"><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\/?page_id=1128831\" 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-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?page_id=1128831\" 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><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-desbloqueando-el-continuo-de-la-experiencia-con-ia-agentica-y-el-orquestador-de-marketing-inteligente\">Desbloqueando el continuo de la experiencia con IA ag\u00e9ntica y el Orquestador de Marketing Inteligente.<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/CapgeminiGoogle-Cloud-POV-Cover.jpg\" alt=\"\" class=\"wp-image-1212530\" style=\"width:200px\"\/><\/figure>\n\n\n\n<p>Los directores de marketing de la banca minorista se enfrentan a una presi\u00f3n creciente para ofrecer experiencias personalizadas y en tiempo real a trav\u00e9s de un n\u00famero cada vez mayor de productos, canales y entornos regulatorios. La mayor\u00eda de las organizaciones de marketing siguen ancladas en un modelo obsoleto que consiste en:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Campa\u00f1as epis\u00f3dicas<\/li>\n\n\n\n<li>Trayectorias centradas en el producto<\/li>\n\n\n\n<li>Sistemas de datos fragmentados<\/li>\n\n\n\n<li>Ej\u00e9rcitos de operadoras manuales<\/li>\n<\/ul>\n\n\n\n<p><br>\u201cCampa\u00f1as en tiempo real para clientes de la vida real&#8221;, una perspectiva totalmente novedosa de Capgemini y Google Cloud, presenta el &#8220;Experience Continuum&#8221;. Este nuevo paradigma sustituye el marketing est\u00e1tico y fragmentado por un modelo de interacci\u00f3n centrado en el cliente y optimizado de forma continua. Bas\u00e1ndose en el marco de IA ag\u00e9ntica de Capgemini y en el Intelligent Marketing Orchestrator (IMO) \u2014desarrollado sobre Google Cloud\u2014, este enfoque abarca todas las etapas del ciclo de vida del marketing: desde el enriquecimiento de se\u00f1ales hasta la activaci\u00f3n y la optimizaci\u00f3n de ciclo cerrado.<\/p>\n\n\n\n<p><strong>Los temas clave incluyen:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>De segmentos a arquetipos vivos<\/strong>: Las categor\u00edas demogr\u00e1ficas est\u00e1ticas son reemplazadas por arquetipos humanos recalculados din\u00e1micamente. Mediante el uso de IA ag\u00e9ntica, el IMO procesa continuamente datos conductuales, transaccionales y emocionales para construir \u00absegmentos de uno\u00bb que evolucionan en tiempo real; de este modo, cada cliente es tratado como un individuo \u00fanico, en lugar de como un simple punto de datos dentro de una cohorte gen\u00e9rica.<\/li>\n\n\n\n<li><strong>Interacci\u00f3n continua (<em>Always-on<\/em>):<\/strong> Cada interacci\u00f3n del cliente \u2014como el uso de una tarjeta de cr\u00e9dito en el extranjero o un cambio en el patr\u00f3n de dep\u00f3sitos directos\u2014 alimenta un sistema de interacci\u00f3n en constante evoluci\u00f3n. El banco responde al instante, con el registro emocional adecuado y a trav\u00e9s del canal id\u00f3neo.<\/li>\n\n\n\n<li><strong>Contenido conforme a la normativa y a escala<\/strong>: La plataforma genera autom\u00e1ticamente contenido personalizado \u2014incluyendo videos\u2014, incorporando de forma nativa la validaci\u00f3n regulatoria. Cada activo resuena con el cliente y se adhiere a los estrictos est\u00e1ndares legales de la banca minorista, sin comprometer la velocidad de salida al mercado.<\/li>\n\n\n\n<li><strong>Orquestaci\u00f3n independiente de la plataforma<\/strong>: El IMO act\u00faa como una capa inteligente que se sit\u00faa por encima del ecosistema tecnol\u00f3gico existente, orquestando las interacciones a trav\u00e9s de CRM, correo electr\u00f3nico y plataformas sociales. Las inversiones ya realizadas quedan protegidas, y las capacidades avanzadas de IA se activan de inmediato, sin incurrir en los costos ni en las disrupciones que conlleva una migraci\u00f3n completa de sustituci\u00f3n total (<em>rip-and-replace<\/em>).<\/li>\n\n\n\n<li><strong>Un ciclo de retroalimentaci\u00f3n autooptimizado<\/strong>: Cada interacci\u00f3n reintroduce datos de rendimiento en el modelo de IA, refinando progresivamente la estrategia con el fin de aumentar el valor del ciclo de vida del cliente (<em>lifetime value<\/em>) y reducir los costos de adquisici\u00f3n. El resultado es una mayor rapidez en la salida al mercado, menores costos de adquisici\u00f3n y una mayor relevancia para el cliente.<\/li>\n\n\n\n<li><strong>Seis agentes especializados<\/strong>: El marco de IA ag\u00e9ntica de Capgemini organiza el IMO en seis agentes que abarcan el enriquecimiento de se\u00f1ales, el dise\u00f1o de audiencias y arquetipos, la generaci\u00f3n de contenido, la activaci\u00f3n, la optimizaci\u00f3n del recorrido del cliente y la evoluci\u00f3n de la experiencia. Cada uno de ellos es responsable de una fase distinta del ciclo de vida del marketing.<\/li>\n<\/ul>\n\n\n\n<p>El PoV ofrece un marco estrat\u00e9gico para los directores de marketing y l\u00edderes de marketing de la banca minorista que est\u00e1n listos para ir m\u00e1s all\u00e1 del ciclo de campa\u00f1as.<\/p>\n\n\n\n<p><strong>Los hallazgos dan a las l\u00edderes un camino claro para:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pase de eventos programados a un di\u00e1logo con el cliente persistente y basado en se\u00f1ales<\/li>\n\n\n\n<li>Reduzca los cuellos de botella en el cumplimiento normativo mediante la validaci\u00f3n automatizada de contenidos<\/li>\n\n\n\n<li>Genere una ventaja de inteligencia acumulativa con cada interacci\u00f3n<\/li>\n<\/ul>\n\n\n\n<p>Para descubrir c\u00f3mo el Experience Continuum hace posible esta transici\u00f3n sin interrupciones, costes ni riesgos, descargue hoy mismo el punto de vista.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/wp-content\/uploads\/2026\/04\/CapgeminiGoogle-Cloud-POV_v8.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Descargar ahora<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n\t\t<section\n\t\t\tclass=\"section section--lifeatcap-learning section--event-slider-careerInvent \">\n\n\t\t\t<div class=\"container\">\n\t\t\t\t<div class='career-invent-header'>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t<div class=\"heading col-12 col-md-8\">\n\t\t\t\t\t\t\t\t<h2>Soluciones relacionadas<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<div class=\"slider slider-fader b005dd88-3658-4727-832d-fe09998638e9\">\n\t\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"slider-list \">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"slide active \">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\tclass=\"slide-bg-wrapper wp-block-cg-blocks-career-invent is-style-sapphire3\">\n\t\t\t\t\t\t\t\t<div class=\"bgImagesection\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"col-md-6 col-sm-12 box-inner \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"explore-header\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"68\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Servicios financieros impulsados \u200b\u200bpor datos\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tServicios financieros impulsados \u200b\u200bpor datos\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"box-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 data-maxlength=\"144\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Nuestras soluciones ayudan a los clientes a aprovechar los datos con IA, aprendizaje autom\u00e1tico y automatizaci\u00f3n de procesos, entre otras.!!\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"white-space: pre-wrap;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tNuestras soluciones ayudan a los clientes a aprovechar los datos con IA, aprendizaje autom\u00e1tico y automatizaci\u00f3n de procesos, entre otras.!!<br>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"btnDiv\"> <a class=\"more2\" data-maxlength=\"24\" aria-label=\"M\u00e1s informaci\u00f3n sobre Servicios financieros impulsados \u200b\u200bpor datos\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t tabindex=\"0\" href=\"\/mx-es\/solutions\/servicios-financieros-basados-en-datos\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tM\u00e1s informaci\u00f3n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a> <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-md-6 col-sm-12 text-right box-img-wrapper escaper escaper-right\">\n\t\t\t\t\t\t\t\t\t\t\t\t\n\n\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Data-powered-financial-services-Web-Banner.webp?w=1200&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Data-powered-financial-services-Web-Banner.webp?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Data-powered-financial-services-Web-Banner.webp?w=600&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Data-powered-financial-services-Web-Banner.webp?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Data-powered-financial-services-Web-Banner.webp?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Data-powered-financial-services-Web-Banner.webp?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Data-powered-financial-services-Web-Banner.webp?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Data-powered-financial-services-Web-Banner.webp?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\" \/>\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" class=\"box-img\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Data-powered-financial-services-Web-Banner.webp\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tobject-position: 50% 50%; object-fit: cover;\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\" alt=\"\" \/>\n\n\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n\t\t\t\t\t\t\t\t\t\t\t\t<!-- <img decoding=\"async\" class=\"box-img\" src=\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\n\t\t\t\t\t\t\t\t\t\t\tstyle=\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\" alt=\"\"\n\t\t\t\t\t\t\t\t\t\t\/> -->\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"\">\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"slide-reveal\"><\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t<\/section>\n\n\t\t","protected":false},"excerpt":{"rendered":"<p>Desbloqueando el continuo de la experiencia con IA ag\u00e9ntica y el Orquestador de Marketing Inteligente.<\/p>\n","protected":false},"author":439,"featured_media":563279,"template":"","meta":{"cg_dt_proposed_to":[25],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":true,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":67,"primary_term":"Customer 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