<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-4639</journal-id>
<journal-title><![CDATA[Revista Universidad y Empresa]]></journal-title>
<abbrev-journal-title><![CDATA[rev.univ.empresa]]></abbrev-journal-title>
<issn>0124-4639</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Rosario]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-46392020000100065</article-id>
<article-id pub-id-type="doi">10.12804/revistas.urosario.edu.co/empresa/a.7135</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis de datos para el marketing digital emprendedor: Caso de estudio del Parque de Innovación Empresarial de Manizales]]></article-title>
<article-title xml:lang="en"><![CDATA[Data Analysis for Entrepreneurial Digital Marketing: Case Study Business Innovation Park - Universidad Nacional, Manizales]]></article-title>
<article-title xml:lang="pt"><![CDATA[Análise de dados para o marketing digital empreendedor: Caso de estudo Parque de Inovação Empresarial - Universidad Nacional Sede Manizales]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Marín López]]></surname>
<given-names><![CDATA[Juan Camilo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López Trujillo]]></surname>
<given-names><![CDATA[Marcelo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional de Colombia Facultad de Administración ]]></institution>
<addr-line><![CDATA[Manizales ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional de Colombia Departamento de Informática y Computación ]]></institution>
<addr-line><![CDATA[Manizales ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<volume>22</volume>
<numero>38</numero>
<fpage>65</fpage>
<lpage>78</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-46392020000100065&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-46392020000100065&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-46392020000100065&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El marketing digital o e-marketing ofrece diferentes oportunidades y beneficios que pueden ser aprovechadas por las pymes para mejorar su eficiencia y competitividad. Sin embargo, el desafío real es analizar los datos recopilados y utilizarlos para optimizar procesos y recursos. A pesar de la considerable importancia que se le ha dado a este tema, se han realizado pocas investigaciones que unan los conceptos de e-marketing y análisis de datos en el contexto emprendedor. Este estudio se propuso explorar y describir el panorama del análisis de datos para el marketing digital en el Parque de Innovación Empresarial de Manizales, mediante la realización de 20 encuestas. En esta exploración, se encontró que los microempresarios reconocen la importancia y utilizan el marketing digital, pero solo la mitad de ellos realiza un análisis de datos superficial o básico, debido a diversas limitaciones que se expondrán. Se abren nuevas puertas para futuros estudios que tengan un enfoque de choque frente a la realidad encontrada.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Digital marketing offers different opportunities and benefits that SMEs can take advantage of to improve their efficiency and competitiveness. Nonetheless, the real challenge is to analyze the compiled data and utilize it to optimize processes and resources. Despite its importance, there are little researches linking e-marketing and entrepreneurial to data analysis. This paper will explore and describe the data analysis landscape for digital marketing in the Business Innovation Park - Universidad Nacional, Manizales, through 20 surveys. The exploration and description showed that micro-entrepreneurs acknowledges the importance and make use of digital marketing. However, only half of them analyze external or essential data due to various limitations. New doors open for future studies that have a shock approach to the reality found.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O marketing digital oferece diferentes oportunidades e benefícios que podem ser aproveitadas pelas PME para melhorar sua eficiência e competitividade. No entanto, o desafío real é analisar os dados recolhidos e utilizá-los para otimizar processos e recursos. Apesar da considerável importância que se lhe tem reconhecido a isto, se tem realizado poucas pesquisas que unam os conceitos de e-marketing e análise de dados no contexto empreendedor. Este estudo se propõe explorar e descrever o panorama da análise de dados para o marketing digital no Parque de Inovação Empresarial de Manizales, mediante a realização de 20 enquetes. Se encontrou que os microempresários reconhecem a importância e utilizam o marketing digital, mas só a metade deles realiza uma análise de dados superficial ou básica devido a diversas limitações que expomos. Se abrem novas portas para futuros estudos que tenham um enfoque de choque frente à realidade encontrada.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[análisis de datos]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[pymes]]></kwd>
<kwd lng="en"><![CDATA[Data analysis]]></kwd>
<kwd lng="en"><![CDATA[digital marketing]]></kwd>
<kwd lng="en"><![CDATA[SMES]]></kwd>
<kwd lng="pt"><![CDATA[análise de dados]]></kwd>
<kwd lng="pt"><![CDATA[Marketing digital]]></kwd>
<kwd lng="pt"><![CDATA[PME]]></kwd>
</kwd-group>
</article-meta>
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