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Abstract(s)
Com a constante evolução da tecnologia e plataformas, existe também uma geração de dados a alta velocidade e que podem ser utilizados na estratégia de uma empresa como suporte à tomada de decisão. Assim, o presente Trabalho Final de Mestrado tem como principal objetivo enfatizar a importância da utilização de uma base de dados de Big Data na definição de atividades de marketing, com ênfase num estágio realizado na Elifemonitor. A pesquisa inicial começou com uma análise literária da evolução e contexto de ambas as partes e da relação entre as duas. Posteriormente, foi utilizada uma metodologia de Action Research de modo a juntar a revisão teórica com a experiência e atividades desenvolvidas ao longo do período de estágio. De seguida, foram analisadas algumas conclusões retiradas da utilização de diversas plataformas de base de dados, como o Buzzmonitor, bem como a análise de alguns casos de estudos reais aos quais obtive acesso, onde ficou comprovada a eficácia da monitorização de redes sociais. Foi assim possível verificar a importância deste tipo de plataformas e como estas podem ser utilizadas na exploração de novas oportunidades, levando a uma melhor interação com o usuário e à sua lealdade.
With the constant evolution of technology and platforms, there is also a generation of data at high speed and that can be used in the strategy of a company and for decision making. Thus, this master’s Final Work has as main objective to emphasize the importance of using Big Data database in the definition of marketing activities, with emphasis on an internship made at Elifemonitor. The initial research began with a literature review of the evolution and context of both parties and the relationship between the two. Next, an Action Research methodology was used to bring together the theoretical review with the experience and activities developed throughout the internship period. After that, some conclusions that came from the use of several database platforms, such as Buzzmonitor, were analyzed, as well as the analysis of some real case studies to which I had access to, where the effectiveness of social network monitoring was proven. With all that, it was possible to verify the importance of this type of platforms and how they can be used in the exploration of new opportunities, to lead to a better interaction with the user and its loyalty.
With the constant evolution of technology and platforms, there is also a generation of data at high speed and that can be used in the strategy of a company and for decision making. Thus, this master’s Final Work has as main objective to emphasize the importance of using Big Data database in the definition of marketing activities, with emphasis on an internship made at Elifemonitor. The initial research began with a literature review of the evolution and context of both parties and the relationship between the two. Next, an Action Research methodology was used to bring together the theoretical review with the experience and activities developed throughout the internship period. After that, some conclusions that came from the use of several database platforms, such as Buzzmonitor, were analyzed, as well as the analysis of some real case studies to which I had access to, where the effectiveness of social network monitoring was proven. With all that, it was possible to verify the importance of this type of platforms and how they can be used in the exploration of new opportunities, to lead to a better interaction with the user and its loyalty.
Description
Keywords
Marketing Big data Análise de dados Monitorização Tomada de decisão Redes sociais Buzzmonitor Plataforma Data analysis Monitoring Decision making Social networks Platform