Big data y neuromarketing como herramientas útiles para medir el comportamiento del consumidor en la industria de telecomunicaciones con el fin de crear con mayor precisión productos y servicios.

Abstract

Sometimes creativity is restricted by the lack of communication effectiveness, which is considered as the consequence of the bad decisionmaking due to the limited information analysis, this is an issue that most of companies with huge volume of data tend to have. Therefore, this research consists on confirm that two innovative tools such as big data and neuromarketing within the telecommunication company: Conecel S.A. can improve the customer behavior analysis making easier the decision-making and the use of new strategies that entail to generate largest incomes to the enterprise. For the analysis it was necessary to collect data from one of the servers of the company and it was processed applying machine learning through the program Gretl. It was thought that the price would be one of the reasons why Claro could increase its churn percentage, but once it was obtained the results it could confirmed that the service is the one that represents the main churn indicator. Then, it was established four neuromarketing strategies focused on the service and the forecast of the implementation. Thus it can be concluded that both big data and neuromarketing are beyond tools, they are specific strategies for growth purposes at the analytical level, at the market level since they allow to deepen and infer precisely the behavior and its course to follow.