Análisis de datos aplicado en el marketing directo

Abstract

This study seeks to offer a data analysis service to small and medium-sized Ecuadorian companies with the intention of implementing communication strategies that promote sales enhancement. In the study, a methodology with a field design, explanatory level, and qualitative approach was applied, for which the interview technique was used with 4 SME owners in Guayaquil to determine their knowledge of data mining. A Focus Group made up of 6 marketing experts was organized, with the intention of obtaining their assessment of the feasibility of the proposed strategies. According to the results, it was found that the owners of the small restaurants located in the city of Guayaquil do not know about Data Mining, however, they show interest in its acquisition, due to the strategies that can be implemented based on their results, favoring to the growth of the target and consequently the volume of sales. Marketing experts recognized the feasibility and benefits of the inbound and outbound marketing strategies proposed in the study, with the recommendation to choose the most used media by Ecuadorians, and have a greater scope of dissemination, to attract and increase the target audience.

Key words: DATA, MARKETING, DIRECT