Prefactibilidad empresa de CPM para la gestiĆ³n del marketing digital
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Fecha
2017
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Idioma
es
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Universidad AndrƩs Bello
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Licencia CC
Licencia CC
Resumen
Actualmente, vivimos en un entorno de constantes cambios, sobre todo al momento de relacionarnos, comunicarnos e incluso de interactuar con cercanos o entidades comerciales, en todo momento el mundo estĆ” conectado gracias a la tecnologĆa, asĆ como tambiĆ©n la comunicaciĆ³n y el acceso a la informaciĆ³n estĆ” al alcance de las manos en tan solo un clic. De ahĆ a ello, que es mĆ”s recurrente que las empresas destinen una mayor cantidad de recursos a potenciar su gestiĆ³n operacional, financiera y estratĆ©gica. En este contexto, es de suma importancia gestionar planes estratĆ©gicos que aporten a la empresa una ventaja competitiva no solo a nivel operacional y financiero, sino que, con mayor hincapiĆ© a nuevas estrategias de marketing tradicional, pero principalmente al digital, es debido a la recurrente evoluciĆ³n social digital que se ha presentado en el Ćŗltimo tiempo, el intensificar las vĆas digitales, ya que la proliferaciĆ³n de distintas redes sociales, ha desencadenado una gran cantidad de potenciales clientes, afectando directamente en la calidad de servicio y comunicaciĆ³n con los consumidores. No solo se entregarĆ” informaciĆ³n, ademĆ”s de ello el cliente es una pieza fundamental en este punto, ya que su opiniĆ³n y gustos es un punto clave para la gestiĆ³n de procesos y de mejora continua, otorgando una aproximaciĆ³n real a las necesidades actuales del consumidor.
Se propone utilizar una soluciĆ³n integrada y completa, basada en un software, que incorpore Business Intelligence (BI) y Corporate performance management (CPM), herramientas las cuales apoyen a los procesos operacionales, financieros y EstratĆ©gicos. Simplificando su modo de utilizaciĆ³n y optimizando al mĆ”ximo las ventajas presentes en el mercado, facilitando la toma de decisiones a todo momento en cada Ć”rea de la organizaciĆ³n, ya sea en ventas, marketing, recursos humanos, finanzas o cadena de suministros, que sea transversal a todas las Ć”reas de la organizaciĆ³n, debido a ello el estudio compete a lo que una empresa que entregue el software como un servicio, estableciendo lazos con aquellas organizaciones que se aproxime lo mĆ”s posible a la opciĆ³n buscada.
Currently, we live in an environment of constant changes, especially when it comes to relating, communicating and even interacting with close or commercial entities, always the world is connected thanks to technology, as well as the Communication and access to information is at your fingertips in just one click. Hence, it is more recurrent for companies to allocate a greater amount of resources to enhance their operational, financial and strategic management. In this context, it is of paramount importance to manage strategic plans that contribute to the company a competitive advantage not only at the operational and financial level, but, with greater emphasis on new strategies of traditional marketing, but mainly to the digital one, It is due to the recurring digital social evolution that has been presented in the last time, to intensify the digital pathways, since the proliferation of different social networks, has triggered a large number of potential clients, affecting directly in the Quality of service and communication with consumers. Not only will the information be given, besides that the client is a fundamental piece at this point, since his opinion and tastes is a key point for the management of processes and of continuous improvement, giving a real approximation to the current necessities of the consumer. It is proposed to use an integrated and complete solution, based on a software, that incorporates Business Intelligence (BI) and corporate performance management (CPM), tools that support the operational, financial and strategic processes. Simplifying its use and optimizing the advantages present in the market, facilitating decision-making in each area of the organization, whether in sales, marketing, human resources, finance or supply chain, which is Transversal to all areas of the Organization, because of this the study is what a company that delivers the software as a service, establishing ties with those organizations that approach as much as possible to the option sought.
Currently, we live in an environment of constant changes, especially when it comes to relating, communicating and even interacting with close or commercial entities, always the world is connected thanks to technology, as well as the Communication and access to information is at your fingertips in just one click. Hence, it is more recurrent for companies to allocate a greater amount of resources to enhance their operational, financial and strategic management. In this context, it is of paramount importance to manage strategic plans that contribute to the company a competitive advantage not only at the operational and financial level, but, with greater emphasis on new strategies of traditional marketing, but mainly to the digital one, It is due to the recurring digital social evolution that has been presented in the last time, to intensify the digital pathways, since the proliferation of different social networks, has triggered a large number of potential clients, affecting directly in the Quality of service and communication with consumers. Not only will the information be given, besides that the client is a fundamental piece at this point, since his opinion and tastes is a key point for the management of processes and of continuous improvement, giving a real approximation to the current necessities of the consumer. It is proposed to use an integrated and complete solution, based on a software, that incorporates Business Intelligence (BI) and corporate performance management (CPM), tools that support the operational, financial and strategic processes. Simplifying its use and optimizing the advantages present in the market, facilitating decision-making in each area of the organization, whether in sales, marketing, human resources, finance or supply chain, which is Transversal to all areas of the Organization, because of this the study is what a company that delivers the software as a service, establishing ties with those organizations that approach as much as possible to the option sought.
Notas
Tesis (Ingeniero Industrial)
Palabras clave
Proyectos de InversiĆ³n, EvaluaciĆ³n, Efectividad Organizacional, Comercio ElectrĆ³nico, Procesamiento de Datos