Variables para la fase diagnóstica de un software piloto de planeación estratégica

Vladimir Sánchez-Riaño; Liliana C. Suarez Baez; Olmer  Garcia-Bedoya; Jairo R. Sojo-Gomez

doi:10.37467/revvisual.v9.3748

Authors

Vladimir Sánchez-Riaño Universidad Jorge Tadeo Lozano
Liliana C. Suarez Baez Universidad Jorge Tadeo Lozano
Olmer Garcia-Bedoya Universidad Jorge Tadeo Lozano
Jairo R. Sojo-Gomez Universidad Jorge Tadeo Lozano

DOI:

https://doi.org/10.37467/revvisual.v9.3748

Keywords:

Planning Strategy, Artificial Intelligence, Machine Learning, Data Mining, Software, Network Society

Abstract

This article is a research result of the Strategic Planning Semiotic Model Project, financed by Jorge Tadeo Lozano University. The project seeks to establish variables for the diagnostic phase of a pilot Software that supports the processes of strategic advertising planning. The starting point was the analysis of the real cases with the Effie College Colombia 2018 and 2019 awards, especially the cases in which the research group obtained two gold awards. These cases let to establish requirements over the diagnostic phase for profiling the client's situation and brand context from four categories: markets, communication, people, and trends.

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