Ferramentas de Digital Analytics e seu poder de previsão sobre o desempenho: uma análise do mercado automobilístico brasileiro
Data
2016
Autores
Kimura, Roger Kenji [UNIFESP]
Contreras Pinochet, Luis Hernan [UNIFESP]
Azevedo, Marcia Carvalho de [UNIFESP]
Orientadores
Tipo
Artigo
Título da Revista
ISSN da Revista
Título de Volume
Resumo
The objective of this paper is to understand how these companies are being mapped and analyzed in relation to sales, with the support of Digital Analytics tools. It was selected the top 10 automotive companies present in Brazil with the highest sales and data were collected on their pages through Digital Analytics tools during two months. It was chosen the multivariate technique of multiple linear regressions by analyzing the relation between the independent variables (collected attributes) with the dependent variable (sales). As a result, it was found that some tools have a better set of parameters that explains the sales of automakers. From the seven Digital Analytics software's observed, six-showed significance in explanatory power. This research was purely quantitative, in which the independent variables that were significant for this study could be grouped into: "Social Media" and "Not Social Media", overcoming a greater concentration of variables "Not Social Media".
The objective of this paper is to understand how these companies are being mapped and analyzed in relation to sales, with the support of Digital Analytics tools. It was selected the top 10 automotive companies present in Brazil with the highest sales and data were collected on their pages through Digital Analytics tools during two months. It was chosen the multivariate technique of multiple linear regressions by analyzing the relation between the independent variables (collected attributes) with the dependent variable (sales). As a result, it was found that some tools have a better set of parameters that explains the sales of automakers. From the seven Digital Analytics software's observed, six-showed significance in explanatory power. This research was purely quantitative, in which the independent variables that were significant for this study could be grouped into: "Social Media" and "Not Social Media", overcoming a greater concentration of variables "Not Social Media".
The objective of this paper is to understand how these companies are being mapped and analyzed in relation to sales, with the support of Digital Analytics tools. It was selected the top 10 automotive companies present in Brazil with the highest sales and data were collected on their pages through Digital Analytics tools during two months. It was chosen the multivariate technique of multiple linear regressions by analyzing the relation between the independent variables (collected attributes) with the dependent variable (sales). As a result, it was found that some tools have a better set of parameters that explains the sales of automakers. From the seven Digital Analytics software's observed, six-showed significance in explanatory power. This research was purely quantitative, in which the independent variables that were significant for this study could be grouped into: "Social Media" and "Not Social Media", overcoming a greater concentration of variables "Not Social Media".
Descrição
Citação
Revista Brasileira De Marketing. Sao Paulo, v. 15, n. 2, p. 220-236, 2016.