Tablero de mando para la Gestión de Mercadotecnia en la empresa GEOCUBA Villa Clara-Sancti Spíritus
Fecha
2015-06-22
Autores
Dafonte Rodriguez, Dayan
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Editor
Universidad Central “Marta Abreu” de Las Villas
Resumen
La dirección ejecutiva de mercadotecnia de la empresa GEOCUBA de Villa Clara –Sancti Spíritus tiene como objetivo principal la búsqueda y gestión de mercado centrándose en la plena satisfacción de los clientes.
Actualmente el análisis de la información generada por el área comercial se realiza mediante reportes proporcionados por un sistema automatizado que dificulta el rápido desempeño de la empresa en su toma de decisiones. Por lo que se hace necesario el desarrollo e implementación de una herramienta de inteligencia de negocios que permita controlar los indicadores y dar respuesta a las diversas interrogantes que puedan presentarse.
Este trabajo está dirigido a la obtención de un tablero de mando que ayude a la toma de decisiones a la dirección de mercadotecnia, generando información textual y gráfica sobre el plan de contratación de la empresa, para lo cual se ha utilizado la versión 3.0.5 de Pentaho y la biblioteca ExtJS de Sencha. Además se brinda una metodología para la construcción de herramientas de este tipo, con el objetivo de que la experiencia se extienda a otros departamentos de la empresa.
Otros resultados que se obtiene son el diseño del mercado de datos y el sistema de extracción, transformación y carga para poblarlo.
The Marketing executive management of the company GEOCUBA of Villa Clara -Sancti Spiritus have the main objective to find and manage market focusing on customer satisfaction. Currently analyzing the information generated by the shopping center is based by reports provided by an automated system that hinders the fast performance of the company in its decision-making. So is necessary the development and implementation of a business intelligence tool to allow control of the indicators and to answer the various questions that may arise. This work is aimed at obtaining a dashboard that helps decision making to marketing management, generating textual and graphical information about the contracting plan of the company, for which It has been used the version 3.0.5 Pentaho and Sencha Ext JS library. In addition, a methodology for building such tools is provided, with the aim of extending the experience to other departments of the company. Other results obtained are the data mart design and the system of extraction, transformation and loading to populate.
The Marketing executive management of the company GEOCUBA of Villa Clara -Sancti Spiritus have the main objective to find and manage market focusing on customer satisfaction. Currently analyzing the information generated by the shopping center is based by reports provided by an automated system that hinders the fast performance of the company in its decision-making. So is necessary the development and implementation of a business intelligence tool to allow control of the indicators and to answer the various questions that may arise. This work is aimed at obtaining a dashboard that helps decision making to marketing management, generating textual and graphical information about the contracting plan of the company, for which It has been used the version 3.0.5 Pentaho and Sencha Ext JS library. In addition, a methodology for building such tools is provided, with the aim of extending the experience to other departments of the company. Other results obtained are the data mart design and the system of extraction, transformation and loading to populate.
Descripción
Palabras clave
Tablero de Mando, Gestión de Mercadotecnia, Empresa GEOCUBA, Villa Clara-Sancti Spíritus