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- ÍtemAcceso AbiertoEvolución de las tecnologías de la inteligencia de negocios y la toma de decisiones administrativas(Universidad Católica de Cuenca., 2024) Serpa Arreaga, Jhael Dennis; ORDOÑEZ ESPINOZA , CRISTINA GUADALUPE; 0922624820Advances in business intelligence (BI) technologies are changing how organizations manage and use data to make decisions; however, these advances face challenges such as information overload, ethical and confidentiality concerns, and whether or not these decisions are affected by this new business intelligence. This study aims to analyze the evolution of business intelligence technologies and their impact on managerial decision-making through a systematic review of four databases using the Kitchenham and Charters review protocol. This academic study was conducted between 2019 and February 2024, obtaining as a result that the evolution of business intelligence technologies is around information inputs, databases, data integration, alerts and notifications, visualization tools, reports and queries, balanced scorecards, data analytics, data mining, and data science, specifically characterizing each tool and that its impact is based on process improvement: in decision-making, management support, efficiency, and competitive advantage. It is a cost-effective tool that supports optimal management decisions, improved work performance, and sustainability. The potential of BI to improve financial and non-financial performance is highlighted, underscoring its value in corporate performance management
- ÍtemEmbargoFintech y servicios financieros digitales(Universidad Católica de Cuenca., 2024) Chuma Doncon, Cesar Daniel; Castillo Castillo, Deisy Carolina; 0350004198Fintech is a new form of financial business similar to a bank where credits are requested, or various cash transactions are made to accommodate consumers’ habits; they are directly responsible for this new digital phenomenon for individuals, institutions, and companies. The continuous technological development has potentiated digital cash management in production and commercialization processes as a new economic approach, which, combined with the financial sector, provides alternatives to carry out transactions in less time, facilitating personal and commercial activities. The transition to digitalization has enabled the realization of new digital cash management jobs. This research aims to describe what Fintech consists of, its characteristics, and the activities it provides. For this research, information has been collected from articles published in the last five years by experts in the field of digital economic development. In Latin America, Fintech has the purpose of connecting the entire financial network to improve services such as consultation, accreditation, collection, and various cash transactional activities, payment of basic services and collections existing in the financial market through the internet, eliminating the tedious processes of traditional cash banking, saving time and money. In other words, it is a way to demonstrate that technology is at a higher level and creates a new alternative when applying for credit. Keywords: finance, technology, financial institutions, bank, currency.
- ÍtemEmbargoIntegración de la inteligencia artificial en la gestión de riesgos del sector bancario(Universidad Católica de Cuenca., 2024) Sotamba Camas, Daysi Alexandra; Ordoñez Laso, Ana LuisaIncorporating artificial intelligence into risk management within the banking sector is a fundamental tool for monitoring and determining potential losses generated by financial operations, which could compromise their sustainability, profitability, and continuity. This study aims to investigate how artificial intelligence has been integrated into the risk management of the banking sector. The research method used for the theoretical support of the study is a qualitative approach, descriptive scope, and bibliographic design through the study analysis of 110 articles using the PRISMA methodology. It was found that one of the sectors that has experienced the most notable advances due to artificial intelligence is the banking sector. Through this technology, methods are applied to anticipate crucial aspects such as credit, market, operational, and fraud risks. These analytical approaches process information adaptably without establishing predefined relationships between the categories studied, which is essential to obtain impartial data that reinforces the accuracy of the results. These advancements contribute to optimizing the effectiveness of decisions made in managing financial operations. However, it is essential not to neglect the importance of having trained personnel and guaranteeing ethics in data collection, protection, and transparent disclosure. Keywords: Risk management, artificial intelligence, financial institutions, decision-making.
- ÍtemEmbargoTendencias actuales del marketing digital(Universidad Católica de Cuenca., 2024) Aguayza Mainato , Luz Patricia; Ordoñez Gavilanes , Magdalena Emilia; 0302902168Digital marketing contemplates a set of actions that allow the promotion of a brand in the different virtual environments favored by the development of the Internet to satisfy consumer’s needs. This study aimed to analyze from the current technological macro trends the management of digital marketing and its application in the business environment, a subject that was addressed from a bibliographic-documentary design research, with a descriptive scope, under a qualitative approach, by analyzing studies obtained from scientific information sources in 332 articles, using the PRISMA method. The results show that current macro trends such as Big Data, which involves the fast and efficient management of massive volumes of complex data, and Artificial Intelligence, which implies any program developed by humans to emulate the cognitive functions of the human brain, have a significant impact on Digital Marketing. It is concluded that implementing marketing tools creates a viable scenario for companies to enhance their marketing management to increase their customer base and provide them with greater satisfaction, with goods and services adapted to their needs and desires. Keywords: Digital marketing, consumers, big data, artificial intelligence
- ÍtemEmbargoEstrategia de marketing para incrementar las ventas en las PYMES(Universidad Católica de Cuenca., 2024) Verdugo Ochoa, Andres Esteban; Ordoñez Espinoza, Cristina Guadalupe; 0302605191Innovation in marketing allows SMEs to differentiate itself from the competition and adapt quickly to changes in the industry. This article aims to analyze marketing strategies to increase sales in SMEs. This study was conducted using a qualitative documentary bibliographic approach based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology. Articles from various recognized databases in the academic and scientific field were collected and analyzed, including SciELO, Scopus, EBSCO, Web of Science, Redalyc, and ProQuest, to ensure the relevance and timeliness of the data collected, articles whose bibliographies were prior to 2018 were excluded from the review process. The results obtained reveal a growing trend in the research field toward the study of marketing strategies aimed at improving the commercial performance of SMEs and the importance of prioritizing implementing effective and customer-centric marketing strategies as a means to achieve these objectives. Among the findings of this study is the identification of a particularly effective marketing strategy to drive sales in SMEs: digital marketing adopts innovative approaches adapted to the digital environment to achieve commercial success in the current context, it is evident that SMEs can benefit significantly by taking advantage of the tools and platforms available in the digital field to boost their products or services, interact with customers, and expand their reach efficiently and profitable. Keywords: marketing, market, company, strategy
