{"id":3261,"date":"2024-06-16T22:18:47","date_gmt":"2024-06-16T22:18:47","guid":{"rendered":"https:\/\/ittechbuz.com\/?p=3261"},"modified":"2026-09-23T08:54:59","modified_gmt":"2026-09-23T08:54:59","slug":"marketing-basado-en-datos-e-ia-para-superar-la-era-de-las-cookies-de-terceros","status":"publish","type":"post","link":"https:\/\/ittechbuz.com\/es\/2024\/06\/16\/marketing-basado-en-datos-e-ia-para-superar-la-era-de-las-cookies-de-terceros\/","title":{"rendered":"Marketing Basado en Datos e IA para Superar la Era de las Cookies de Terceros"},"content":{"rendered":"\n

Data-driven Marketing and AI in Marketing are required to stay competitive!<\/p>\n\n

Implementing data-driven marketing strategies is essential for modern businesses aiming to stay competitive. According to BCG \u201cBrands that have successfully adapted to the cookie-less future have seen their digital marketing performance improve by 10% in the case of mature enterprises and up to 100% for small and medium-sized businesses, based on BCG experience.\u201d (BCG, 2024) In today’s competitive landscape, relying on gut feeling just won’t cut it. Implementing data-driven marketing strategies empowers businesses to make informed decisions, improve campaigns, and ultimately achieve superior results.<\/p>\n\n

Here are key steps and considerations to ensure success in your organization:<\/p>\n\n

\u00a01. Data Literacy<\/h2>\n\n

Outcome:<\/p>\n\n

– Employees who understand data can make better, evidence-based decisions and formulate better questions to understand and solve problems.<\/p>\n\n

– Data-literate teams can communicate insights more effectively across all organizations. They know to understand results because they create a starting point so you can compare and understand what needs to change.<\/p>\n\n

– Encourages innovative thinking by providing insights that drive new strategies and approaches.<\/p>\n\n

\u00a0Mitigate:<\/p>\n\n

– Investment in training programs is needed.<\/p>\n\n

– Developing data literacy takes time and can be a continuous investment<\/p>\n\n

– Give examples and create a data champion across the organization<\/p>\n\n

\u00a02. Modernising the Marketing Stack<\/h2>\n\n

\u00a0Outcomes:<\/p>\n\n

– Modern tools streamline processes, reducing manual workload and gut decisions, getting more time to the customer and less time in processes.<\/p>\n\n

– Finding customer journey touchpoints that need to be improved.<\/p>\n\n

(example: behaviour for customers or potential customers reading a blog post, newsletter or social media post and go to buy add to cart to checkout)<\/p>\n\n

– Customer centricity using data lakes connected through golden record makes it possible to personalize offers in every channel, making omnichannel easier considering privacy regulations and preferences.<\/p>\n\n

– Advanced analytics offer deeper insights into customer behaviour and campaign performance and faster decision-making<\/p>\n\n

– Modern tools can easily scale with your business, accommodating growth and increasing complexity using Cloud<\/p>\n\n

\u00a0Mitigate:<\/p>\n\n

– Upgrading technology can be time-consuming and expensive if not done right<\/p>\n\n

– Software tools need to be integrated with existing systems but need to be mapped earlier.<\/p>\n\n

– Employees will need time to learn and adapt to modern technologies.<\/p>\n\n

\u00a0Key Steps to Implement Data-Driven Marketing Strategies<\/h2>\n
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1. Assess Current Capabilities (audit)<\/p>\n\n

\u00a0\u00a0 – Evaluate existing data capabilities and find gaps in data literacy and technology. Find an independent consultancy that can understand your organization and create a plan in partnership with you that takes into consideration industry best practices and your reality.<\/p>\n\n

2. Invest in Training:<\/p>\n\n

\u00a0\u00a0 – Develop training programs to enhance data literacy across the organisation and use outside experienced professionals to help every step of the way. Use a mix of internal and external staff to go further.<\/p>\n\n

3. Upgrade Technology:<\/p>\n\n

\u00a0\u00a0 – Adopt advanced marketing tools such as Customer Data Platforms (CDPs), advanced analytics, and automation tools. Remember that you can make it according to your pace and use case.<\/p>\n\n

4. Integrate Systems:<\/p>\n\n

\u00a0\u00a0 – Ensure seamless integration between new tools and existing systems for a unified view of data and a unified customer view.<\/p>\n\n

5. Create a Data-Driven Culture:<\/p>\n\n

\u00a0\u00a0 – Foster a culture where data-driven decision-making is encouraged and rewarded<\/p>\n\n

6. Measure and Optimise:<\/p>\n\n

\u00a0\u00a0 – Continuously measure the impact of data-driven strategies and optimise based on insights.<\/p>\n\n

Conclusion<\/h2>\n\n

To stay competitive, companies must:<\/p>\n\n