Creación del departamento de análisis de datos, conducta e influencias sociales del consumidor digital de la agencia Franco & Blanco

Abstract

This paper presents the proposed creation of the data analysis department, behavior, and social influences of the digital consumer of the agency Franco & Blanco. In the first part of the document, a benchmark is elaborated focused on looking for companies which, from the author's perspective, are an example to follow in terms of good practices in the fields of: customer experience, user experience, use and visualization of data analysis. An analysis of both national and international competition is also made and through a conceptual framework, the most important terms with respect to the field in which the proposal will be developed are made known. Terms such as Digital Marketing, Commercial Communication, Big Data, Data Analysis, Behavioral Analysis, among others, are explained from the perspective of several authors who are experts in the field. After the market research and a bibliographic analysis, interviews were conducted to know in depth the perspective of Marketing and Advertising agencies and clients, about the need to implement digital data analysis in their projects. Thanks to the results of the interviews, it was observed that both suppliers and customers did not see the need to give more space or more importance to digital data analysis. It is at this point that the agency Franco & Blanco, see an area not yet explored, which has the potential to become a necessity. This leads to the creation of the department of data analysis, behavior and social influences of the digital consumer, as it is expected that through the collection, filtering and cleaning of data, and the analysis and interpretation of information from technical and psychological perspectives, help those responsible for managing the image, reputation, promotion and communication of brands to make strategic decisions. Keywords: DATA ANALYSIS, BIG DATA, BEHAVIORAL ANALYSIS, DIGITAL MARKETING