Modelos de Inteligencia de negocios y analítica digital en campañas de marketing digital una revisión sistemática
This article presents a systematic review on the application of Business Intelligence (BI) models and Digital Analytics in digital marketing campaigns, with emphasis on small and medium-sized enterprises (SMEs) in the San Martín region of Peru. Based on indexed and open-access academic literature, t...
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| Formato: | Artículo |
| Lenguaje: | español |
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2025
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| _version_ | 1881700491952390144 |
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| author | Rolando Junior Rojas-Huamán Yngue Elizabeth Ramírez-Pezo George Brayam Murrieta-Patow |
| author_browse | George Brayam Murrieta-Patow Rolando Junior Rojas-Huamán Yngue Elizabeth Ramírez-Pezo |
| author_facet | Rolando Junior Rojas-Huamán Yngue Elizabeth Ramírez-Pezo George Brayam Murrieta-Patow |
| author_sort | Rolando Junior Rojas-Huamán |
| collection | Producción científica |
| description | This article presents a systematic review on the application of Business Intelligence (BI) models and Digital Analytics in digital marketing campaigns, with emphasis on small and medium-sized enterprises (SMEs) in the San Martín region of Peru. Based on indexed and open-access academic literature, the study identified the most effective models for optimizing decision-making, personalizing campaigns, and maximizing return on investment (ROI). Inclusion and exclusion criteria were applied consistently with the research design, prioritizing studies with practical applicability focused on BI, digital campaigns, and key performance metrics such as CPA, CTR, CR, and ROI. The main findings highlight the relevance of predictive, segmentation, attribution, and automated optimization models, particularly useful in resource-limited contexts. The study concludes that integrating BI and digital analytics in SMEs is feasible but requires progressive adoption strategies, technological training, and access to affordable digital platforms, thus providing a theoretical foundation for the subsequent validation of a locally adapted BI model. |
| format | Article |
| id | openalex:W4414191751 |
| institution | UPeU |
| language | Spanish |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| record_format | dspace |
| spelling | openalex:W4414191751Modelos de Inteligencia de negocios y analítica digital en campañas de marketing digital una revisión sistemáticaRolando Junior Rojas-HuamánYngue Elizabeth Ramírez-PezoGeorge Brayam Murrieta-Patowdigital analyticsdigital marketing campaignssmall and medium-sized enterprisespredictive analyticscustomer segmentationmarketing attributionreturn on investmentcost per acquisitionclick-through rateconversion rateSan Martín regionBig Data and Business IntelligenceDigital Marketing and Social MediaSMEs Development and Digital MarketingThis article presents a systematic review on the application of Business Intelligence (BI) models and Digital Analytics in digital marketing campaigns, with emphasis on small and medium-sized enterprises (SMEs) in the San Martín region of Peru. Based on indexed and open-access academic literature, the study identified the most effective models for optimizing decision-making, personalizing campaigns, and maximizing return on investment (ROI). Inclusion and exclusion criteria were applied consistently with the research design, prioritizing studies with practical applicability focused on BI, digital campaigns, and key performance metrics such as CPA, CTR, CR, and ROI. The main findings highlight the relevance of predictive, segmentation, attribution, and automated optimization models, particularly useful in resource-limited contexts. The study concludes that integrating BI and digital analytics in SMEs is feasible but requires progressive adoption strategies, technological training, and access to affordable digital platforms, thus providing a theoretical foundation for the subsequent validation of a locally adapted BI model.Articlehttps://doi.org/10.55873/rad.v4i2.372https://revistas.unamad.edu.pe/index.php/rad/article/download/372/728W4414191751esRevista Amazonía Digital2810-87012025-07-25 |
| spellingShingle | digital analytics digital marketing campaigns small and medium-sized enterprises predictive analytics customer segmentation marketing attribution return on investment cost per acquisition click-through rate conversion rate San Martín region Big Data and Business Intelligence Digital Marketing and Social Media SMEs Development and Digital Marketing Rolando Junior Rojas-Huamán Yngue Elizabeth Ramírez-Pezo George Brayam Murrieta-Patow Modelos de Inteligencia de negocios y analítica digital en campañas de marketing digital una revisión sistemática |
| title | Modelos de Inteligencia de negocios y analítica digital en campañas de marketing digital una revisión sistemática |
| title_full | Modelos de Inteligencia de negocios y analítica digital en campañas de marketing digital una revisión sistemática |
| title_fullStr | Modelos de Inteligencia de negocios y analítica digital en campañas de marketing digital una revisión sistemática |
| title_full_unstemmed | Modelos de Inteligencia de negocios y analítica digital en campañas de marketing digital una revisión sistemática |
| title_short | Modelos de Inteligencia de negocios y analítica digital en campañas de marketing digital una revisión sistemática |
| title_sort | modelos de inteligencia de negocios y analitica digital en campanas de marketing digital una revision sistematica |
| topic | digital analytics digital marketing campaigns small and medium-sized enterprises predictive analytics customer segmentation marketing attribution return on investment cost per acquisition click-through rate conversion rate San Martín region Big Data and Business Intelligence Digital Marketing and Social Media SMEs Development and Digital Marketing |
| topic_facet | digital analytics digital marketing campaigns small and medium-sized enterprises predictive analytics customer segmentation marketing attribution return on investment cost per acquisition click-through rate conversion rate San Martín region Big Data and Business Intelligence Digital Marketing and Social Media SMEs Development and Digital Marketing |
| url | https://doi.org/10.55873/rad.v4i2.372 https://revistas.unamad.edu.pe/index.php/rad/article/download/372/728 |
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