Desarrollo de una estrategia de marketing digital apoyada en Business Intelligence para impulsar el posicionamiento y la generación de leads corporativos en Sigmaplast

Abstract

El presente proyecto tuvo como objetivo desarrollar una estrategia de marketing digital apoyada en Business Intelligence para Sigmaplast, una empresa ecuatoriana especializada en la producción de empaques flexibles. Durante el análisis, se identificó que la organización tiene una limitada presencia digital y baja generación de leads corporativos, debido al mayor enfoque en canales tradicionales y poco aprovechamiento de los datos disponibles...This project developed a digital marketing strategy supported by Business Intelligence for Sigmaplast, an Ecuadorian company specialized in the production of flexible packaging. During the analysis, it was found that the company has a limited digital presence and generates few corporate leads due to its stronger focus on traditional marketing channels and the limited use of available data. The project proposed integrating internal data from the company's ERP system (SAP) with data from digital channels through an ETL process, consolidating this information in Power BI to support analysis through key management indicators...