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- Title
Análisis de datos para el marketing digital emprendedor: Caso de estudio del Parque de Innovación Empresarial de Manizales.
- Authors
Marín López, Juan Camilo; López Trujillo, Marcelo
- Abstract
Digital marketing offers different opportunities and benefits that SMEs can take advantage of to improve their efficiency and competitiveness. Nonetheless, the real challenge is to analyze the compiled data and utilize it to optimize processes and resources. Despite its importance, there are little researches linking e-marketing and entrepreneurial to data analysis. This paper will explore and describe the data analysis landscape for digital marketing in the Business Innovation Park - Universidad Nacional, Manizales, through 20 surveys. The exploration and description showed that micro-entrepreneurs acknowledges the importance and make use of digital marketing. However, only half of them analyze external or essential data due to various limitations. New doors open for future studies that have a shock approach to the reality found.
- Subjects
MANIZALES (Colombia); INTERNET marketing; BUSINESS parks; DATA analysis; INNOVATIONS in business; DOORS
- Publication
Universidad & Empresa, 2020, Vol 22, Issue 38, p65
- ISSN
0124-4639
- Publication type
Article
- DOI
10.12804/revistas.urosario.edu.co/empresa/a.7135