厄瓜多尔公司的通信和大数据

Mario Román, Karina Paola Valarezo Gonzalez
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引用次数: 4

摘要

摘要大数据是一种基于对企业收集的大量数据进行评估的研究技术,当这些数据交叉时,可以获得一定的参数,从而改善企业的内部和外部管理。在厄瓜多尔,公司内部正在迅速采用大数据,利用其潜力来评估趋势和新的商业机会,吸引和留住消费者并提高销售额。在过去三年中,用于分析的数据收集呈指数级增长。在传播方面,营销和广告领域已广泛受益于这项技术,使他们能够实施适应目标受众现实的战略,并有可能迅速评估以提高其有效性。通过非概率抽样,根据Ekos杂志的商业排名确定了14家公司的样本,并通过问卷调查收集了他们对大数据使用的看法,以确定该国的当前趋势。最后得出的结论是,虽然它仍然是一项初级技术,但正在迅速采用它来制定更好的商业和通讯战略。Palabras claveBig Data,厄瓜多尔,comunicación组织,企业,营销,宣传。关键词:大数据,厄瓜多尔,组织传播,商业,营销,宣传
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Comunicación y Big Data en las empresas ecuatorianas
AbstractBig Data is a research technique based on the evaluation of large amounts of data collected by a company, which, when crossed, allow obtaining certain parameters that allow improving the internal and external management of a business. In Ecuador there is a rapid adoption of Big Data within the company, taking advantage of its potential to evaluate trends and new business opportunities, attract and retain consumers and improve sales. In the last three years there has been an exponential increase in data collection for analysis. In the case of communication, the marketing and advertising areas have been widely benefited by this technology, by allowing them to implement strategies adapted to the reality of the target audience with the possibility of being quickly evaluated to improve their effectiveness.Through a non-probabilistic sampling, a sample of 14 companies was determined, based on the business ranking of Ekos magazine, and through a questionnaire their perceptions of the use of Big Data were collected to identify current trends in the country. It was concluded that, although it is still an incipient technology, it is being rapidly adopted for the development of better business and communication strategies.Palabras claveBig Data, Ecuador, comunicación organizacional, empresa, marketing, publicidad.KeywordsBig Data, Ecuador, organizational communication, business, marketing, publicity.
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