Medición de la efectividad de promociones comerciales de paquetes de datos mediante analítica de datos
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Date
2026-03-03
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
Esta investigación tuvo como objetivo desarrollar un modelo analítico capaz de identificar los factores que influyen en el éxito de las promociones de una empresa de telecomunicaciones en Honduras, así como dar seguimiento al comportamiento de las promociones durante su vigencia diaria y realizar un análisis histórico que permita estudiar los resultados y la evolución de las promociones y de las entidades involucradas. El estudio incluyó procesos rigurosos de análisis y procesamiento de datos, que abarcaron la limpieza, transformación y preparación de la información relevante de las promociones. Posteriormente, se aplicaron algoritmos de aprendizaje para evaluar los resultados a partir de diversos indicadores de desempeño y efectividad de las promociones. Finalmente, se implementaron herramientas de seguimiento que permiten a la empresa monitorear el comportamiento de sus campañas, optimizar estrategias comerciales, mejorar la asignación de recursos y maximizar la efectividad de las acciones de comunicación, contribuyendo así al crecimiento del producto, del negocio y de la empresa en general.
This study aimed to develop an analytical model to identify the factors influencing the success of promotions in a telecommunications company in Honduras, as well as to monitor the daily behavior of promotions and conduct a historical analysis to examine the outcomes and evolution of the campaigns and the entities involved. The research involved comprehensive data analysis and processing, including cleaning, transformation, and preparation of relevant promotional information. Subsequently, learning algorithms were applied to evaluate results based on various performance and effectiveness indicators. Finally, tracking tools were implemented to enable the company to monitor promotional behavior, optimize commercial strategies, improve resource allocation, and maximize the effectiveness of communication campaigns, ultimately contributing to product growth, business development, and overall organizational performance.
This study aimed to develop an analytical model to identify the factors influencing the success of promotions in a telecommunications company in Honduras, as well as to monitor the daily behavior of promotions and conduct a historical analysis to examine the outcomes and evolution of the campaigns and the entities involved. The research involved comprehensive data analysis and processing, including cleaning, transformation, and preparation of relevant promotional information. Subsequently, learning algorithms were applied to evaluate results based on various performance and effectiveness indicators. Finally, tracking tools were implemented to enable the company to monitor promotional behavior, optimize commercial strategies, improve resource allocation, and maximize the effectiveness of communication campaigns, ultimately contributing to product growth, business development, and overall organizational performance.
Keywords
Análisis, Comportamientos, Modelo, Promociones, Recursos