Creación de un modelo visual de segmentación bajo atributos y características de las empresas nacionales enfocadas al sector de importación y exportación en Colombia

Abstract

Creation of a visual model of segmentation under attributes and characteristics of national companies focused on the import and export sector in Colombia The international trade sector is characterized by being a dynamic and reactive environment, where the need to analyze information and find strategic entry points and predictions about how it will behave in the future arises. In this context, it is essential to have analysis tools that allow understanding market trends, anticipating changes and making informed decisions to guarantee the success and competitiveness of organizations in this field. Data analysis becomes a powerful tool to take advantage of the opportunities and overcome the challenges that arise in the international trade sector. Therefore, the purpose of this document is to contribute through a business analytics project the design of a data visualization model that allows the development of commercial and strategic analysis for a company related to the provision of international cargo agency services, import, export and multimodal transportation. The project proposal contemplates the optimal management and treatment of international market information and of clients and/or companies related to the international cargo, import and export sector in Colombia. According to the above, the design of the proposal for the company that provides international freight forwarding, import, export and multimodal transport services is based on a tool that allows the complete visualization of information supported in the organization, structuring and characterization of customer databases, under the visual denomination of 360°, this is a data analysis model that allows the integration of internal and external information, thus allowing the consultation and detailed exploration of statistical information of each company and/or customer of the company. Similarly, the proposal involves the use of data through the creation of a data analysis model that aims to establish the necessary guidelines for the use and optimization of large volumes and types of information. The project will allow significant progress in decision making and the assessment of new business opportunities, generating new business strategies where efforts are prioritized based on the analysis of detailed information. In conclusion, business analytics can unquestionably determine the competitive advantage of an organization, so that it can respond to market trends and demands. It is key to understand the current importance of information analysis as it is evolving rapidly and constantly. That said, the business analytics approach is of great help in developing quality in decision making, efficiency, flexibility, and speed in adapting to market demands.