Big Data, una herramienta fundamental para conocer al cliente

Abstract

One of the central needs of any organization is to know the customer, to know exactly what their needs are, and for this they use different analysis tools, the problem with these tools is that they show the needs of the market, and these are not specific, this It is a problem today since consumers are autonomous, thanks to the web they have information about all the products on the market, and they have autonomy when choosing according to the one that best suits their needs. Anticipating the consumer's desire is the key to business success. In order to acquire this capacity, it is necessary to have forecasting tools that provide reliable and quality forecasts. Everything related to predicting consumer behavior is a crucial aspect for most business managers and has been for decades. (MOJICA, 2015) Organizations need a tool that allows them to analyze large volumes of data on consumer behavior. This is when Big data becomes a representative tool. “Big data allows us to obtain a more complete picture of customer preferences and demands. ; Through this deep understanding, companies of all kinds find new ways to interact with their current and future customers ”(Serrano, 2014) Big data represents multiple advantages if we focus on the customer, a company can considerably improve communication with consumers, even through the same products that are constantly connected to the internet, since whenever a person performs transactions on the web, a series of footprints that, interpreted correctly, can generate valuable information about their consumption patterns, so that organizations can anticipate the future and know which products will be the most successful in the market.