Diseño y construcción de un sistema información para facilitar la toma de decisiones de un e-commerce

Abstract

Among organizations, it is evident that making data-driven decisions has gained more importance every day to identify customers’, employees’, and allies’ needs. Dafiti is an e-commerce fashion retailer of men and women apparel, footwear, perfumery, accessories, watches, and household items, among others. One of its main targets is to reach customers responding to their tastes and preferences, facing the challenge of marketing their products through virtual channels. It is there where it is necessary to rely on data to take de adequate decisions on an operational, managerial, and strategic level. Therefore, this project is the implementation of an Information System that can facilitate the identification of Dafiti’s customers’ needs throughout classification models, with the aim that the advertising strategy is released in a targeted manner. Its application will be in the company’s area that is responsible for paid advertising, Third Party Services (3PS), where the objective is that Business Analytics can be a tool to achieve organizational goals