Plataforma para Análisis de Mercado a través de Datos de Redes Sociales

Abstract

Nowadays, and more with the pandemic, e-commerce is becoming the predominant way of marketing products and services in the world. A study conducted by the Ecuadorian Chamber of Electronic Commerce in 2020 shows that purchases and sales through digital channels has increased at least 15 times since the beginning of the pandemic. Therefore, to conduct market research companies must seek new ways to extract information and then then carry out its analysis and thus obtain competitive advantage. Data extraction is a complex and not very scalable process; therefore, this research presents a methodology for the extraction of information from a given industrial sector. The methodology consists of two fundamental steps, first, a ranking of the main sources of information available and most used in the country in a given industry sector is made, several characteristics and expert opinion are considered. Second, a platform is proposed that integrates the best ranked information sources and performs data extraction. Finally, these data are presented in a Dashboard with the availability to be downloaded and used in subsequent studies It is concluded that the 4 platforms that offer the greatest benefit for this research are: Google Trends, Facebook, YouTube and Twitter. There are also sources of information that have a high rating when applying the proposed analysis, however, data extraction is difficult due to their security policies.