Conventional market research has been the fundamentals of marketing.

This
is when analysts perform a procedure to understand the market, and its
demand and supply. Statistical analysis was the main tool to draw
conclusions about population samples. But the advance of technology,
presents a new concept, called Big Data, which goes beyond being just a
tool, it is a new paradigm, in which health, economics, administration,
engineering and also marketing, take advantage of the computational power
to accumulate enormous amounts of information to be analyzed.

“Big Data will replace traditional market analysis”. This affirmation is

controversial nowadays, Does this technology have relevance in our country
Ecuador?

In order to know the available market segment of a good or service, sampling

methods were used, this means that conclusions were inferred by control
groups. Nowadays big data can analyze almost the majority of the population
to be analyzed. Big data is the compilation of gigantic databases. There are
various methods to obtain conclusions from data analysis.

Big data exists because of the internet. Search engines, social networks, and
every website, is always looking for information. Data is collected through
browser cookies, preferences, interests and likes in social networks.
Advertising is growing strong because of big data. All of the pop-ups,
promotions, and ads in general are determined by our internet behauvior.

In our country, 80% of families have access to the internet. Online purchases
grew by 17% to 2019 compared to 2018. Big data in Ecuador is a reality and
the best tool for marketing analysis.