{"id":739,"date":"2019-02-11T09:00:18","date_gmt":"2019-02-11T07:00:18","guid":{"rendered":"https:\/\/www.creactivitat.cat\/?p=739"},"modified":"2026-07-17T21:09:01","modified_gmt":"2026-07-17T19:09:01","slug":"debat-big-data-creativitat-i-influencers","status":"publish","type":"post","link":"https:\/\/www.creactivitat.com\/ca\/debat-big-data-creativitat-i-influencers\/","title":{"rendered":"Debat: Big Data, Creativitat i Influencers"},"content":{"rendered":"<h1 style=\"text-align: center;\"><span style=\"color: #ff0000;\">Debat:<\/span> Big Data, Creativitat i Influencers<\/h1>\n<p>&nbsp;<\/p>\n<blockquote>\n<p style=\"text-align: center;\">El passat 31 de gener, <a href=\"https:\/\/www.creactivitat.com\/equip\/\"><strong>Eduard Vandell\u00f2s<\/strong><\/a> (<em>Creactivitat<\/em>), va assistir com a convidat al debat entre <strong>professionals del m\u00e0rqueting i la publicitat digital<\/strong> organitzat per l&#8217;<strong>Emilio M\u00e1rquez<\/strong> (<a href=\"https:\/\/lalatinavalley.es\/\" target=\"_blank\" rel=\"noopener\"><em>La Llatina Valley<\/em><\/a>) a Barcelona. A l&#8217;esdeveniment, al qual van assistir algunes de les principals ag\u00e8ncies digitals de la ciutat, es van debatre tend\u00e8ncies del sector tals com la influ\u00e8ncia de les dades en el <strong>proc\u00e9s creatiu<\/strong>; la neutralitat i independ\u00e8ncia dels <em>softwares<\/em> <strong>d&#8217;anal\u00edtica de dades<\/strong>; o el disseny de campanyes publicit\u00e0ries al voltant de <a href=\"https:\/\/www.creactivitat.com\/ca\/talk-zero-moment-of-truth\/\" target=\"_blank\" rel=\"noopener\"><em><strong>influencers<\/strong><\/em><\/a>.<\/p>\n<\/blockquote>\n<p>Una de les q\u00fcestions principals que es van exposar durant la dial\u00e8ctica, va ser el fet de com el <em><strong>big data<\/strong><\/em> est\u00e0 condicionant la creativitat de les marques. Per a Eduard Vandell\u00f2s, la creativitat ha de ser un pilar independent dins de les ag\u00e8ncies: \u201cLes marques han de buscar l&#8217;originalitat i la personalitzaci\u00f3 en les seves campanyes (&#8230;) La creativitat no hauria de ser coartada per unes dades, que estaran condicionades per la interpretaci\u00f3 d&#8217;un tercer amb interessos propis\u201d. Per a exemplificar el fet que la creativitat t\u00e9 un valor intr\u00ednsec, Eduard Vandell\u00f2s va exposar el cas <strong>d&#8217;Alex Trochurt<\/strong>, dissenyador gr\u00e0fic, il\u00b7lustrador i tip\u00f2graf independent; que grans marques com Dior, Coca-Cola o AC\/DC han contractat sense cap mena de condicionant referent al<em> big data<\/em>.<\/p>\n<p>La independ\u00e8ncia dels propis <strong><em>softwares<\/em> de mesurament<\/strong>, va ser una altra de les tem\u00e0tiques que va suscitar controv\u00e8rsia a la trobada. Segons va exposar Eduard Vandell\u00f2s: \u201cAquestes eines funcionen a trav\u00e9s d&#8217;algorismes que el propi fabricador programa de forma subjectiva. L&#8217;ideal per a una ag\u00e8ncia \u00e9s crear un algorisme h\u00edbrid propi, que accedeixi a dades procedents de diferents fonts, evitant aix\u00ed estar condicionat per una sola perspectiva d&#8217;interpretaci\u00f3\u201d. Els casos m\u00e9s evidents s\u00f3n els de <strong><em>Google<\/em><\/strong> o <strong><em>Facebook<\/em><\/strong>. En aquest sentit \u00e9s la mateixa companyia \u201cla que compra, ven i mesura dades\u201d a trav\u00e9s de sistemes executats per un algorisme totalment personalitzat i secret. Digui&#8217;s <em>Google Shopping<\/em>, <em>Facebook Ads<\/em> o <em>Google Analytics<\/em>.<\/p>\n<div id='gallery-1' class='gallery galleryid-739 gallery-columns-2 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.creactivitat.com\/ca\/debat-big-data-creativitat-i-influencers\/debate_agencias_2\/'><img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"315\" src=\"https:\/\/www.creactivitat.com\/wp-content\/uploads\/2019\/02\/debate_agencias_2.jpg\" class=\"attachment-large size-large\" alt=\"Eduard Vandell\u00f2s amb els altres participants\" aria-describedby=\"gallery-1-1304\" srcset=\"https:\/\/www.creactivitat.com\/wp-content\/uploads\/2019\/02\/debate_agencias_2.jpg 560w, https:\/\/www.creactivitat.com\/wp-content\/uploads\/2019\/02\/debate_agencias_2-300x169.jpg 300w\" sizes=\"auto, (max-width: 560px) 100vw, 560px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-1304'>\n\t\t\t\tEduard Vandell\u00f2s amb els altres participants\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.creactivitat.com\/ca\/debat-big-data-creativitat-i-influencers\/debate_agencias\/'><img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"315\" src=\"https:\/\/www.creactivitat.com\/wp-content\/uploads\/2019\/02\/debate_agencias.jpg\" class=\"attachment-large size-large\" alt=\"debat d&#039;ag\u00e8ncies de m\u00e0rqueting\" aria-describedby=\"gallery-1-1307\" srcset=\"https:\/\/www.creactivitat.com\/wp-content\/uploads\/2019\/02\/debate_agencias.jpg 560w, https:\/\/www.creactivitat.com\/wp-content\/uploads\/2019\/02\/debate_agencias-300x169.jpg 300w\" sizes=\"auto, (max-width: 560px) 100vw, 560px\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-1307'>\n\t\t\t\tDebat d&#8217;ag\u00e8ncies de m\u00e0rqueting\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<p>Uns altres dels punts en els quals es va centrar el debat, va ser la ra\u00f3 per la qual una ag\u00e8ncia decideix triar un influencer o un altre, per a promocionar el producte al qual pret\u00e9n donar visibilitat. Eduard Vandell\u00f2s va plantejar en aquest sentit, el cas de la\u00a0<strong>Chiara Ferragni<\/strong> (16m seguidors en Instagram). La q\u00fcesti\u00f3 va ser destriar, sobre perqu\u00e8 \u00e9s aquesta una opci\u00f3 \u00f2ptima per a liderar la campanya d&#8217;una marca. Davant un gran p\u00fablic com el seu, pot existir la personalitzaci\u00f3 o la segmentaci\u00f3 en els posts?\u201d. <strong>Arantxa P\u00e9rez<\/strong> (<em>influgency<\/em>), aclaria que el prioritari a l&#8217;hora de triar un <em>influencer<\/em> \u00e9s \u201cque aquesta persona incorpori el producte de forma natural a la seva <em>feed<\/em>, i es converteixi en ambaixador de la marca (\u2026) Alguna cosa que far\u00e0 veure a l&#8217;usuari l&#8217;espontane\u00eftat de la publicaci\u00f3, i actualitzi la necessitat del propi usuari per adoptar la marca com a model aspiracional\u201d.<\/p>\n<p>Aquest tipus de debats s\u00f3n imprescindibles, per a compartir entre professionals les inquietuds, tend\u00e8ncies i experi\u00e8ncies de cada participant; amb l&#8217;objectiu de millorar els serveis, que les ag\u00e8ncies digitals ofereixen des d&#8217;una ciutat capdavantera en aquest sector com \u00e9s Barcelona, a tothom.<\/p>\n<p>&nbsp;<\/p>\n<p><em><a href=\"https:\/\/www.linkedin.com\/in\/abelgonzalezlozano\/\" target=\"_blank\" rel=\"noopener noreferrer\">Abel Gonz\u00e1lez<\/a> y <a href=\"https:\/\/www.linkedin.com\/in\/eduardvandellos\/\" target=\"_blank\" rel=\"noopener noreferrer\">Eduard Vandell\u00f2s<\/a><\/em><\/p>\n<p><em>Departament de Marqu\u00e8ting i Direcci\u00f3<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Debat: Big Data, Creativitat i Influencers &nbsp; El passat 31 de gener, Eduard Vandell\u00f2s (Creactivitat), va assistir com a convidat al debat entre professionals del m\u00e0rqueting i la publicitat digital organitzat per l&#8217;Emilio M\u00e1rquez (La Llatina Valley) a Barcelona. A l&#8217;esdeveniment, al qual van assistir algunes de les principals ag\u00e8ncies digitals de la ciutat, es [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1301,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-739","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencies"],"acf":[],"mb":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Debat: Big Data, Creativitat i Influencers &#8226; CREACTIVITAT<\/title>\n<meta name=\"description\" content=\"Debat: Big Data, Creativitat i Influencers\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.creactivitat.com\/ca\/debat-big-data-creativitat-i-influencers\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Debat: Big Data, Creativitat i Influencers &#8226; 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