Digital Analytics Tools and Their Predictive Power On Performance: An Analysis of the Brazilian Auto Market

• Autor(a) principal: Kimura, Roger Kenji
• Data de Publicação: 2016
• Outros Autores: Pinochet, Luis Hernan Contreras, Azevedo, Marcia Carvalho de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12127
• topic: Automotive Market; Positioning Strategy; Digital Analytics; Mercado Automobilístico. Estratégia de Posicionamento. Digital Analytics.

The objective of this paper is to understand how these companies are being mapped and analyzed in relation to sales, with the support of Digital Analytics tools. It was selected the top 10 automotive companies present in Brazil with the highest sales and data were collected on their pages through Digital Analytics tools during two months. It was chosen the multivariate technique of multiple linear regressions by analyzing the relation between the independent variables (collected attributes) with the dependent variable (sales). As a result, it was found that some tools have a better set of parameters that explains the sales of automakers. From the seven Digital Analytics softwares observed, six-showed significance in explanatory power. This research was purely quantitative, in which the independent variables that were significant for this study could be grouped into: Social Media and Not Social Media, overcoming a greater concentration of variables Not Social Media.