Vigilancia tecnológica en herramientas de analítica de datos para las áreas de márketing y ventas en redes sociales

Abstract

The exponential growth in the use and scope of social networks also means an increase in the data that they can offer, which can be used to address a wide range of research questions in various disciplines; however, their processing and analysis represents a great challenge due to their nature. The purpose of this study is to provide an overview of the different technological tools used to analyze data from social networks. For this, an extensive bibliographical review was carried out and the results are based on 86 articles. The results show the lack of clarity in the definitions and applications; However, it is possible to make different types of classifications, abstract the technologies used, the category to which they belong, their implications and benefits in the areas of marketing and sales, as well as the economic sectors of application, the years of publication of the studies . related, the countries of origin and the search engine.