Ferramentas de Digital Analytics e seu poder de previsão sobre o desempenho: uma análise do mercado automobilístico brasileiro

Ferramentas de Digital Analytics e seu poder de previsão sobre o desempenho: uma análise do mercado automobilístico brasileiro

Alternative title Digital Analytics tools and their predictive power on performance: an analysis of the brazilian auto market
Author Kimura, Roger Kenji Autor UNIFESP Google Scholar
Contreras Pinochet, Luis Hernan Autor UNIFESP Google Scholar
Azevedo, Marcia Carvalho de Autor UNIFESP Google Scholar
Abstract 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".
Keywords Automotive Market
Positioning Strategy
Digital Analytics
Mercado Automobilístico
Estratégia de Posicionamento
Digital Analytics
xmlui.dri2xhtml.METS-1.0.item-coverage São Paulo
Language Portuguese
Date 2016
Published in Revista Brasileira De Marketing. Sao Paulo, v. 15, n. 2, p. 220-236, 2016.
ISSN 2177-5184 (Sherpa/Romeo)
Publisher Universidade Nove de Julho
Extent 220-236
Origin https://doi.org/10.5585/remark.v15i2.3216
Access rights Open access Open Access
Type Article
URI https://repositorio.unifesp.br/handle/11600/56199

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