Implementación de un sistema de benchmarking predictivo con IA para optimizar estrategias de Marketing Digital

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dc.contributor.advisorGonzalez Brinez, Mario
dc.contributor.authorAlba Lazaro Laura Juliana, Laura Juliana Alba
dc.contributor.authorVillamil Sanchez, Eduardo Villamil
dc.date.accessioned2024-10-21T13:04:52Z
dc.date.available2024-10-21T13:04:52Z
dc.date.issued2024-08
dc.description.abstractEn este trabajo, se busca hacer evidente la dificultad a la que se enfrentan las empresas para anticipar y responder eficazmente a las estrategias de marketing de sus competidores en el entorno digital. Se propone solucionarlo mediante la implementación de un sistema de benchmarking predictivo utilizando inteligencia artificial. Las herramientas avanzadas, como los algoritmos de aprendizaje automático y el análisis de datos en tiempo real, permitirán prever los movimientos de los competidores y recomendar de forma precisa las estrategias proactivas de marketing. Las principales conclusiones destacan que esta metodología puede proporcionar una ventaja competitiva sostenible al permitir a las empresas tomar decisiones informadas y estratégicas antes que sus competidores.
dc.description.abstractenglishIn this work, we aim to highlight the difficulty companies face in anticipating and effectively responding to their competitors' marketing strategies in the digital environment. We propose to solve this through the implementation of a predictive benchmarking system using artificial intelligence. Advanced tools, such as machine learning algorithms and real-time data analysis, will allow for the prediction of competitors' moves and the precise recommendation of proactive marketing strategies. The main conclusions emphasize that this methodology can provide a sustainable competitive advantage by enabling companies to make informed and strategic decisions before their competitors.
dc.description.degreelevelPregradospa
dc.description.degreenameProfesional en Marketing y Transformación Digitalspa
dc.format.mimetypeapplication/pdf
dc.identifier.instnameinstname:Universidad El Bosquespa
dc.identifier.reponamereponame:Repositorio Institucional Universidad El Bosquespa
dc.identifier.repourlrepourl:https://repositorio.unbosque.edu.co
dc.identifier.urihttps://hdl.handle.net/20.500.12495/13079
dc.language.isoes
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativasspa
dc.publisher.grantorUniversidad El Bosquespa
dc.publisher.programMarketing y Transformación Digitalspa
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dc.rights.accessrightsinfo:eu-repo/semantics/closedAccess
dc.rights.accessrightshttp://purl.org/coar/access_right/c_14cb
dc.rights.localAcceso cerradospa
dc.subjectAnálisis de datos
dc.subjectBenchmarking predictivo
dc.subjectEstrategias competitivas
dc.subjectInteligencia artificial
dc.subjectMarketing digital
dc.subject.ddc382
dc.subject.keywordsArtificial intelligence
dc.subject.keywordsCompetitive strategies
dc.subject.keywordsData analysis
dc.subject.keywordsDigital marketing
dc.subject.keywordsPredictive benchmarking
dc.titleImplementación de un sistema de benchmarking predictivo con IA para optimizar estrategias de Marketing Digital
dc.title.translatedImplementation of a predictive benchmarking system with AI to optimize digital marketing strategies
dc.type.coarhttps://purl.org/coar/resource_type/c_7a1f
dc.type.coarversionhttps://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.driverinfo:eu-repo/semantics/bachelorThesis
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.type.localTesis/Trabajo de grado - Monografía - Pregradospa

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