Planeación Estratégica Potenciada por Tecnologías de Información y Web Tracking

Juan Alfredo Lino Gamiño; Sergio Felipe López Jiménez; Isabel Olivares Alcaraz; Víctor Hugo Valdez Barreto

doi:10.29105/in22.44-478

Authors

Juan Alfredo Lino Gamiño Universidad de Colima https://orcid.org/0000-0002-7022-5438
Sergio Felipe López Jiménez Universidad de Colima https://orcid.org/0000-0001-6524-8435
Isabel Olivares Alcaraz Universidad de Colima https://orcid.org/0009-0003-1621-787X
Víctor Hugo Valdez Barreto Universidad Multitecnica Profesional https://orcid.org/0009-0000-8286-204X

DOI:

https://doi.org/10.29105/in22.44-478

Keywords:

Web tracking, Big data, Strategic planning, IT

Abstract

The objective is to analyze how digital technologies, such as web tracking and big data, enhance strategic business planning by improving decision-making and competitiveness. The research methodology was a qualitative and exploratory approach based on a documentary review of scientific literature and case studies, complemented by semantic analysis using tools like MAXQDA. The results integrate web tracking and big data to improve operational efficiency, trend prediction, and customer segmentation. However, it raises ethical and regulatory challenges related to privacy. Limitations were found in implementation, as it requires balancing technological advancements with regulatory compliance, highlighting regulations such as GDPR and CCPA. The study’s value lies in emphasizing the synergy between digital technologies and strategic planning, offering a framework to adapt to dynamic business environments. The findings enable more flexible and dynamic planning, but success depends on ethical and transparent data management.

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Author Biographies

Sergio Felipe López Jiménez, Universidad de Colima

Profesor Investigador de Tiempo Completo de la U de Colima

SNI Candidato

Perfil PRODEP

Isabel Olivares Alcaraz, Universidad de Colima

Estudiante de la FCA de Tecomán, Universidad de Colima

Víctor Hugo Valdez Barreto, Universidad Multitecnica Profesional

Ph D. Management

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