Abstract
In this article, we analyzed the behavior of readers of a digital newspaper in order to find the profiles associated with the use of the website, in order to define content strategies and new newspaper products. A sample of 689 users was taken corresponding to three months of activity, through the tool Google Analytics, it was determined the sections of the newspaper that were used in each visit by the users to consolidate the database. In the process of analysis, the multivariate techniques are used main component analysis and cluster analysis, by means of which graphs and visualizations were obtained that allow a better interpretation of the results and help to the process of creation of userprofiles. The result shows the identification of three user profiles, for which content strategies and new products have been defined.Key words: User profiles, multivariate analysis, profile analysis, digital newspaper
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