Data Studio: analítica digital en cooperativas de ahorro y crédito indígenas de Tungurahua-Ecuador

Abstract

The Savings and Credit Cooperatives, currently based on the Superintendency of Popular and Solidarity Economy (SEPS), there are 887 financial entities in Ecuador and a part of this cooperative sector is the indigenous one that distinguishes an evolution trend as it does Note the SEPS, within this sector there is a small group that manages the internet, with different digital methods, but some of these institutions do not give proper use. It is for this reason that the present work aims to propose a strategy using the Data Studio tool for managing the Facebook pages of the indigenous savings and credit cooperatives of Tungurahua-Ecuador, the purpose is to have constant monitoring of the fanpage to achieve the objectives. The results obtained demonstrate a low level of digital adoption, especially in the low segments of cooperatives, since they do not own or improperly manage the Digital Marketing area, however, segments 1 and 2 have a better performance in terms of the use of digital analytics. Four phases were proposed for their respective analysis: defining objectives and KPI's, implementation of the measurement system, generating report and optimization conclusions.