Ações de marketing baseadas em análise de dados

: o caso da Elifemonitor

Abstract

With the constant evolution of technology and platforms, there is also a generation of data at high speed and that can be used in the strategy of a company and for decision making. Thus, this master’s Final Work has as main objective to emphasize the importance of using Big Data database in the definition of marketing activities, with emphasis on an internship made at Elifemonitor. The initial research began with a literature review of the evolution and context of both parties and the relationship between the two. Next, an Action Research methodology was used to bring together the theoretical review with the experience and activities developed throughout the internship period. After that, some conclusions that came from the use of several database platforms, such as Buzzmonitor, were analyzed, as well as the analysis of some real case studies to which I had access to, where the effectiveness of social network monitoring was proven. With all that, it was possible to verify the importance of this type of platforms and how they can be used in the exploration of new opportunities, to lead to a better interaction with the user and its loyalty.

Date of Award	30 Oct 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Duarte Silva (Supervisor)