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Big data y el business intelligence en el marketing digital: un análisis bibliométrico

dc.contributor.advisorPinzón Cadena, Liza Leonor
dc.contributor.authorUguerey Machado, Jhonathan Ramon
dc.date.accessioned2020-04-01T12:14:08Z
dc.date.available2020-04-01T12:14:08Z
dc.date.issued2020-03-02
dc.identifier.urihttp://hdl.handle.net/10818/40295
dc.description49 páginases_CO
dc.description.abstractLa era digital y su desarrollo actualmente está impactando diversas áreas de estudio, dentro de las cuales se encuentra el marketing y su participación en el mundo digital como Marketing Digital, donde el procesamiento de datos por medio del Big Data permiten obtener información relevante que pueda transformarse en conocimiento a través del Business Intelligence para construir más y mejores estrategias en los negocios. Este estudio tiene como objetivo analizar los documentos científicos desarrollados en el periodo comprendido entre el año 2000 al 2019 referente al Marketing Digital y la influencia del Big Data y Business Intelligence en el mismo, por medio de un análisis bibliométrico que comprende el análisis de rendimiento, donde se analizan indicadores como la producción de documentos y su citación, y el mapeo científico con el software VOS Viewer para analizar las redes de coocurrencia de términos y co-citaciones de autores, a partir de metadatos obtenidos en la base de datos Scopus, estos se basan en la información obtenida de documentos publicados en revistas científicas. El resultado del estudio muestra que la producción de documentos científicos en los últimos años ha venido aumentando, donde los Estados Unidos es el país con mayor influencia por su número de documentos y Reino Unido el país con más citaciones por documento, con un impacto significativo en materia de desarrollo científico y la estructura de los documentos se basa alrededor de 4 clústeres. Estos resultados pueden facilitar a la planificación, diseño, ejecución y publicación en futuras investigaciones sobre este tema.es_CO
dc.formatapplication/pdfes_CO
dc.language.isospaes_CO
dc.publisherUniversidad de La Sabanaes_CO
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.sourceUniversidad de La Sabana
dc.sourceIntellectum Repositorio Universidad de La Sabana
dc.subjectBig Dataes_CO
dc.subjectInteligencia de negocioses_CO
dc.subjectMercadeo en internetes_CO
dc.subjectPlanificación estratégicaes_CO
dc.titleBig data y el business intelligence en el marketing digital: un análisis bibliométricoes_CO
dc.typemasterThesises_CO
dc.publisher.programMaestría en Gerencia Internacionales_CO
dc.publisher.departmentEscuela Internacional de Ciencias Económicas y Administrativases_CO
dc.identifier.local276612
dc.identifier.localTE10530
dc.type.hasVersionacceptedVersiones_CO
dc.rights.accessRightsrestrictedAccesses_CO
dc.creator.degreeMagíster en Gerencia Internacionales_CO
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