Publication: El uso del big data y las mejoras incrementales en la eficacia publicitaria digital
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2022-12-07
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Universidad Complutense de Madrid
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Abstract
El objeto de esta tesis es describir y analizar las tendencias del uso de los datos y explicar cómo el “big data” genera resultados incrementales en las campañas publicitarias digitales. Se trata de entender cómo funciona el uso de la información agregada a escala en la mejora de las estrategias de comunicación digital a través de plataformas programáticas y también de evaluar cómo los datos facilitan la realización de planificaciones dirigidas a segmentos de audiencia muy específicos, incluso personalizados, para conseguir unos resultados más eficaces en la comunicación publicitaria digital y la generación de resultados de negocio. La información recogida en la tesis profundiza en el conocimiento del funcionamiento de los datos en la publicidad programática digital en el mercado norteamericano. Este mercado está dando lugar a avances muy significativos en los métodos que utilizan las marcas hoy en día para comunicarse con sus consumidores. Y también sirve para aportar el conocimiento las nuevas formas de trabajo que se están empezando a realizar en nuestro país. Este desarrollo se ha producido a lo largo de los últimos 20 años en la industria alejado de la comunidad científica y académica. Por ello, el objetivo de la tesis es por un lado descriptivo y por otro, cuantitativo que sirva para ratificar con datos e investigaciones científicas cualitativas y cuantitativas lo que está sucediendo en la realidad publicitaria digital. Los datos son la claveen el presente y el futuro del marketing y la comunicación publicitaria digital. La relación entre los consumidores y las marcas es cada vez más digital y la principal ventaja que ofrece el data es el establecimiento de conexiones más eficaces, que facilitan el crecimiento del negocio directo de los anunciantes, y que es el principal reto de todas las marcas...
The purpose of this thesis is to analyze and describe the trends in the use of aggregated data at scale, also called “big data”. Being important to understand how data can be leveraged in digital communication strategies and activated throughout programmatic platforms. The goal is to evaluate how data facilitates the design and optimization of strategic planning, tailored to very specific audience segments, or even personalized, to achieve more effective results in digital advertising communication with incremental business outcomes. The information gathered during the research will serve to improve the knowledge of digital programmatic advertising management today in the North American market, which is generating very significant progresses in the methods used by brands to connect with consumers. This will also help understand the new ways of working on digital advertising in our country. The digital advertising industry has been developed over the last 20 years and in some way, it is still disconnected from the scientific and academic community. Therefore, this thesis has a descriptive objective together with a quantitative goal to explain with the qualitative and quantitative research the impact of the use of data on programmatic campaigns. Data is the key to the present and future of marketing and digital communication. The relationship between consumers and brands is becoming digital and the main benefit of data is the ability to build efficient connections and generate incremental business outcomes, the dream of all advertisers...
The purpose of this thesis is to analyze and describe the trends in the use of aggregated data at scale, also called “big data”. Being important to understand how data can be leveraged in digital communication strategies and activated throughout programmatic platforms. The goal is to evaluate how data facilitates the design and optimization of strategic planning, tailored to very specific audience segments, or even personalized, to achieve more effective results in digital advertising communication with incremental business outcomes. The information gathered during the research will serve to improve the knowledge of digital programmatic advertising management today in the North American market, which is generating very significant progresses in the methods used by brands to connect with consumers. This will also help understand the new ways of working on digital advertising in our country. The digital advertising industry has been developed over the last 20 years and in some way, it is still disconnected from the scientific and academic community. Therefore, this thesis has a descriptive objective together with a quantitative goal to explain with the qualitative and quantitative research the impact of the use of data on programmatic campaigns. Data is the key to the present and future of marketing and digital communication. The relationship between consumers and brands is becoming digital and the main benefit of data is the ability to build efficient connections and generate incremental business outcomes, the dream of all advertisers...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 13-09-2022