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OPTIMIZACIÓN DE CAMPAÑAS DE MARKETING CON ESTRATEGIAS DE NEUROMARKETING DESARROLLADAS POR INTELIGENCIA ARTIFICIAL

dc.contributor.authorAguado Alvarez, Ivan
dc.date.accessioned2024-12-03T11:00:03Z
dc.date.available2024-12-03T11:00:03Z
dc.date.issued2024-11-29
dc.identifier.urihttps://hdl.handle.net/10115/42272
dc.descriptionTrabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2024/2025. Directores/as: Francisco Antonio Serrano Acitores
dc.description.abstractThe following study addresses one of the most significant opportunities and challenges currently facing the field of marketing: the optimisation of marketing campaigns. In a context where consumers are increasingly saturated with information and, at the same time, demand personalised experiences, companies face the challenge of capturing their attention in an effective and meaningful way. This project is concerned with the potential of advanced neuromarketing technologies to enhance consumer interaction through the use of AI tools for the analysis and real-time response to users' emotional and cognitive responses. In light of the constraints imposed by conventional methodologies, there is a pressing need for novel approaches that can facilitate a more profound comprehension of consumer emotions and preferences. The combination of neuroscience and marketing knowledge, known as neuromarketing, is positioned as a key tool for understanding consumer behaviours. When integrated with artificial intelligence, it allows large volumes of data to be processed in an automated way and patterns to be extracted that reveal how consumers react to different advertising stimuli. This enables real-time personalisation of campaigns and the creation of more relevant experiences, contributing to a more authentic and lasting connection between brands and their audiences. The objective of this project is to develop a tool that can integrate neuromarketing and artificial intelligence in order to optimise marketing campaigns in real time. This will entail measuring the emotional response of users and adjusting strategies automatically. This initiative aims to enhance the efficacy of marketing campaigns while offering an innovative approach that benefits both companies and consumers, particularly in an environment where competition and technology are advancing rapidly. This project, therefore, represents an opportunity to apply the knowledge acquired throughout the course of study to a practical solution that responds to the trends and demands of today's marketing.
dc.language.isoeng
dc.publisherUniversidad Rey Juan Carlos
dc.rights
dc.rights.uri
dc.subjectAdvertising Metrics
dc.subjectAI (Artificial Intelligence)
dc.subjectAudience Personalization
dc.subjectBrand Loyalty
dc.subjectCampaign Effectiveness
dc.subjectCognitive Impact
dc.subjectConsumer Behavior
dc.subjectConsumer Fatigue
dc.subjectCustomer Engagement
dc.subjectData Analysis
dc.subjectData-Driven Decisions
dc.subjectEmotional Connection
dc.subjectEmotional Responses
dc.subjectMachine Learning
dc.subjectMarketing Strategy
dc.subjectNeuromarketing
dc.subjectPersonalized Experiences
dc.subjectPredictive Modeling
dc.subjectReal-time Optimization
dc.subjectROI (Return on Investment)
dc.titleOPTIMIZACIÓN DE CAMPAÑAS DE MARKETING CON ESTRATEGIAS DE NEUROMARKETING DESARROLLADAS POR INTELIGENCIA ARTIFICIAL
dc.typeinfo:eu-repo/semantics/studentThesis
dc.rights.accessRightsinfo:eu-repo/semantics/embargoedAccess


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