Competitive intelligence in the service sector: a data visualization approach
Registro en:
instname:Universidad de Bogotá Jorge Tadeo Lozano
reponame:Repositorio Institucional de la Universidad de Bogotá Jorge Tadeo Lozano
Autor
Granados, Oscar M.
Velez-Langs, Oswaldo E.
Institución
Resumen
This paper presents an alternative methodology for competitive
intelligence through data visualization. The paper evaluates the possibilities
offered by social media to collect data about the customer satisfaction with the
service sector in order to develop a competitive strategy. Through data mining
and algorithms, data visualization is incorporated to obtain a better understanding
of the real-time situation of a brand, products, and services, creating
knowledge that translates into tools for the definition of competitive intelligence.
The analysis is done in two service sub-sectors that are antagonistic, banking
and higher education, but that allows us to identify patterns and define strategies
through data visualization and competitive intelligence.