Web Analytics and Social Media for the Evaluation of Digital Marketing in PyMEs
Keywords:Small and Medium Enterprises, Big Data, Digital Marketing, Marketing Strategy Evaluation, Social Media.
AbstractIn the last decade, the emerge of the industry 4.0 have been increasing the use of the web, platforms of social media, and the big data as digital strategy of marketing by companies, with the purpose of obtain information appropriate about their users; for that, the following revision has the principal objective of analyze the application of these strategies in the section of small and medium enterprises. The literature selected to elaborate the revision has validity from the last five years, the majority articles of scientific investigation from magazines affiliates to important databases, editorial publication and the minority from literature articles. The research process it is centered in the application of Boolean operators combining the keywords. The articles that were chosen were the ones that satisfy the inclusion criteria and the ones whom differ with the criteria were excluded.
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Copyright (c) 2020 Gutiérrez Chávez Karla Michell, Candolfi Arballo Norma
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