Plan de marketing digital para Colineal.com a través de la determinación de patrones de compra aplicando CRISP-DM

Abstract

This project is based on the problems that Colineal currently has, since they do not take advantage of the databases that they have managed to compile over the years to obtain valuable information that can help in decision making. The main objective of this work is to propose a digital marketing plan for Colineal.com, through the determination of purchasing patterns applying CRISP-DM. An explanatory-quantitative methodology was used with the data provided by the company that corresponds to a primary source. The results focus on proposing strategies aimed at increasing sales of the products of the DecoHogar and ZeroStress business lines through the creation of content aimed at improving the recognition of the company's website by the search algorithm and increasing its visibility on the network, in addition to creating marketing campaigns on pages such as Meta, Google Ads and Tik Tok.