Palabras clave
Análisis de datos
Aprendizaje automático
Modelo de marketing
Segmentación
Localización y posicionamiento (STP)
Cómo citar
Resumen
Con el avance de la tecnología, la IA ha emergido como una herramienta poderosa para recopilar y analizar grandes volúmenes de datos, lo que ha permitido a las empresas ofrecer experiencias de marketing altamente personalizadas. En este artículo se realiza un estado del arte de cómo la IA ha transformado la forma en que las empresas recopilan información acerca de sus consumidores, cómo analizan esos datos y cómo utilizan esos resultados para desarrollar estrategias de marketing personalizado. Además, se investiga cómo la IA ha mejorado la eficacia de estas estrategias, al proporcionar una comprensión más profunda de los gustos, preferencias y comportamientos de los consumidores. Se presentan ejemplos de empresas que han implementado con éxito estrategias de marketing personalizado basadas en la IA y se discuten las implicaciones de estos hallazgos para las organizaciones que buscan aprovechar al máximo esta tecnología para atraer y fidelizar clientes más eficientemente.
Citas
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