Implementación de un sistema de retroalimentación automatizado en los procesos digitales, de marketing y de gestión comercial en la empresa INLAT S.A.S

Abstract

At present, despite the fact that the construction sector has promoted the reactivation of the Colombian economy and is in a great moment, the use of technologies for the commercialization of real estate services PropTech1 faces great challenges. The constant change of trends and sociocultural phenomena have a significant influence when it comes to finding prospects through different channels. This has an intense impact on the business management processes of this industry. Eventually, in a competitive market where buyers' response is never in the hands of a single supplier, the need to innovate and create value for customers is created. From the imminent need that has arisen in companies to exist on the Internet, companies providing digital services have been born, one of them is INLAT S.A.S. For companies like INLAT S.A.S. It is important to identify the behavior in short periods of time of some variables that are decisive when implementing marketing strategies, especially when they are focused on generating potential consumers for their clients (Construction companies and real estate companies). This implementation proposal at INLAT SAS, aims to avoid unwanted marketing situations, such as the low flow of prospects through the conversion Funnel3, by means of a system that allows retrospective analysis of information in real time. It will be essential to carry out the work the use of the interoperability offered by the different information systems used by INLAT SAS for commercial management and automation of marketing processes, but also the incursion into other knowledge such as database management, integration between platforms and business intelligence tools.