Uso del big data y de la automatización entre los profesionales de las relaciones públicas en Brasil
Palabras clave:
big data, automatización, relaciones públicas, comunicación estratégica
Resumen
El big data y la automatización se han convertido en dos grandes desafíos para la gestión estratégica de la comunicación en las organizaciones. El proceso de recogida, almacenaje y análisis de grandes cantidades de datos es clave a la hora de segmentar a los stakeholders, analizar el entorno, evaluar la eficacia de los procesos comunicativos y, en definitiva, responder de forma eficaz a las necesidades de los públicos. Sin embargo, y a pesar de las ventajas que conlleva el uso de esta tecnología, los profesionales de la comunicación brasileños hacen uso muy limitado del big data, en gran medida por la falta de conocimientos y habilidades analíticas necesarios. Además, se advierte una gran brecha entre la importancia percibida y el nivel de implementación del big data y la automatización en las organizaciones brasileñas.
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Citas
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Van den Driest, F., Sthanunathan, S., & Weed, K. (2016). Building an Insights Engine. Harvard Business Review, 94(9), 64–74.
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Andersen, R. (2014). The emergence of content strategy work and recommended resources. Communication Design Quarterly Review, 2(4), 6–13. doi:10.1145/2721874.2721875
Banasiewicz, A. D. (2013). Marketing database analytics: Transforming data for competitive advantage. New York, NY: Routledge.
Baruh, L., & Popescu, M. (2017). Big data analytics and the limits of privacy self-management. New media & society, 19(4), 579-596.
Buhl, H. U., Röglinger, M., Moser, F., & Heidemann, J. (2013). Big data: A fashionable topic with(out) sustainable relevance for research and practice? Business & Information Systems Engineering, 5(2), 65–69. doi:10.1007/s12599-013-0249-5
Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. (2011). Tracking back-talk in consumer-generated advertising. Journal of Advertising Research, 51(1), 224–238. doi:10.2501/JAR-51-1-224-238
Che, D., Safran, M., & Peng, Z. (2013). From big data to big data mining: Challenges, issues, and opportunities. En B. Hong, X. Meng, L. Chen, W. Winiwarter, & W. Song (Eds.), Database systems for advanced applications: 18th International Conference, DASFAA 2013, international workshops: BDMA, SNSM, SeCoP, Wuhan, China, April 22-25, 2013. Proceedings (pp. 1–15). Berlin, Heidelberg: Springer. doi:10.1007/978-3-642-40270-8_1
Chen, H., Chiang, R. H. L., & Storey, V. C. (2012). Business intelligence and analytics: From big data to big impact. MIS Quarterly, 36(4), 1165–1188.
Cisco Systems. (2013). The Potential and Challenge of Data. Recuperado de http://www.cisco.com/c/dam/en/us/ solutions/enterprise/connected-world-technology-report/Global-Data-CCWTR-Chapter3-Media-Briefing-Slides.pdf
Collister, S. (2015). Algorithmic public relations: materiality, technology and power in a post-hegemonic world. En J. L’Etang, D. McKie, N. Snow, & J. Xifra (Eds.), The routledge handbook of critical public relations (pp. 360–371). New York, NY: Taylor & Francis.
Cox, M., & Ellsworth, D. (1997, Octubre). Application-controlled demand paging for out-of-core visualization. Artículo presentado en VIS97 IEEE Visualization ‘97 Conference, Phoenix, AZ. Recuperado de https://www.evl.uic.edu/ cavern/rg/20040525_renambot/Viz/parallel_volviz/paging_outofcore_viz97.pdf]
Couldry, N., & Turow, J. (2014). Advertising, big data and the clearance of the public realm: Marketers’ new approaches to the content subsidy. International Journal of Communication, 8, 1710–1726. Recuperado de http://ijoc.org/index.php/ijoc/article/view/2166/1161
Erevelles, S., Fukawa, N., & Swayne, L. (2015). Big Data consumer analytics and the transformation of marketing. Journal of Business Research, 69(2), 897–904. doi:10.1016/j.jbusres.2015.07.001
Frost & Sullivan (2014). Insights into Big Data and Analytics in Brazil. Recuperado de, http://www.frost.com/sublib/display-report.do?id=ND52-01-00-00-00
Fulgoni, G. (2014). Numbers, please: Big data: Friend or foe of digital advertising? Five ways marketers should use digital big data to their advantage. Journal of Advertising Research, 53(4), 372–376. doi:10.2501/JAR-53-4-372-376
Gandomi, A., & Haider, M. (2015). Beyond the hype: Big data concepts, methods, and analytics. International Journal of Information Management, 35(2), 137–144. doi:10.1016/j.ijinfomgt.2014.10.007
Grunig, J.E. (1992). Excellence in Public Relations and Communication Management. New Jersey: Lawrence Erlbaum Associates.
Grunig, L.A.: Grunig, J.E. and Dozier, D.M. (2002). Excellent public relations and effective organizations: a study of communication management in three countries. New Jersey: Lawrence Erlbaum Associates.
Guo, L., Vargo, C. J., Pan, Z., Ding, W., & Ishwar, P. (2016). Big social data analytics in journalism and mass communication: Comparing dictionary-based text analysis and unsupervised topic modeling. Journalism & Mass Communication Quarterly, 93(2), 332–359. doi:10.1177/1077699016639231
Heimbach, I., Kostyra, D. S., & Hinz, O. (2015). Marketing Automation. Business & Information Systems Engineering, 57(2), 129–133. doi:10.1007/s12599-015-0370-8
Holtzhausen, D. R., & Zerfass, A. (2015). Strategic communication: Opportunities and challenges of the research area. En D. R. Holtzhausen, & A. Zerfass (Eds.), The Routledge handbook of strategic communication (pp. 3–17). New York, NY: Routledge.
Hoy, M. B. (2015). If this then that: An introduction to automated task services. Medical Reference Services Quarterly, 34(1), 98–103. doi:10.1080/02763869.2015.986796
Kwon, O., Lee, N., & Shin, B. (2014). Data quality management, data usage experience and acquisition intention of big data analytics. International Journal of Information Management, 34(3), 387–394. doi:10.1016/j.ijinfomgt.2014.02.002
Laney, D. (2001). 3D Data Management: Controlling Data Volume, Velocity, and Variety. Recuperado de http://blogs.gartner.com/doug-laney/files/2012/01/ad949-3D-Data-Management-Controlling-Data-Volume-Velocity-and-Variety.pdf
LaValle, S., Lesser, E., Shockley, R., Hopkins, M. S., & Kruschwitz, N. (2011). Big data, analytics and the path from insights to value. MIT Sloan Management Review, 52(2), 20–31.
Lokot, T., & Diakopoulos, N. (2016). News bots. Digital Journalism, 4(6), 682–699. doi:10.1080/21670811.2015.1081822
Martínez-Martínez, S., y Lara-Navarra, P. (2014). El big data transforma la interpretación de los medios sociales. El profesional de la información, 23(6), 575-581.
Mayer-Schönberger, V., & Cukier, K. (2013). Big data: A revolution that will transform how we live, work, and think. Boston, MA: Houghton Mifflin Harcourt.
Micu, A. C., Dedeker, K., Lewis, I., Moran, R., Netzer, O., Plummer, J., & Rubinson, J. (2011). The shape of marketing research in 2021. Journal of Advertising Research, 51(1), 213–221. doi:10.2501/JAR-51-1-213-221
Moreno, A., Molleda, J.C., Athaydes, A., Suárez, A.M., Herrera, M.V. y Álvarez, A. (2017). Latin American Communication Monitor 2016-2017. Tendencias en comunicación estratégica: big data, automatización, engagement, influencers, coaching y competencias. Resultados de una encuesta en 17 países. Recuperado de http://latincommunicationmonitor.com/site/wp-content/uploads/2017/05/LCM-2016-2017.pdf
Netzer, O., Feldman, R., Goldenberg, J., & Fresko, M. (2012). Mine your own business: Market-structure surveillance through text mining. Marketing Science, 31(3), 521–543. doi:10.1287/mksc.1120.0713
Newell, S., & Marabelli, M. (2015). Strategic opportunities (and challenges) of algorithmic decision-making: A call for action on the long-term societal effects of ‘datification’. The Journal of Strategic Information Systems, 24(1), 3–1. doi:10.1016/j.jsis.2015.02.001
Nunan, D., & Di Domenico, M. (2013). Market research and the ethics of big data. International Journal of Market Research, 55(4), 505–520. doi:10.2501/IJMR-2013-015
Phillips, D. (2015). The automation of public relations: A perspective on the development of automation affecting public relations. Woolbridge, UK: Blurb.
Rogers, D., & Sexton, D. (2012). Marketing ROI in the Era of Big Data: The 2012 BRITE/NYAMA Marketing in Transition Study. Recuperado de http://www8.gsb.columbia.edu/globalbrands/sites/globalbrands/files/images/2012-BRITE-NYAMA-Marketing-ROI-Study.pdf
Schroeck, M., Shockley, R., Smart, J., Romero-Morales, D., & Tufano, P. (2013). Analytics: The real-world use of big data. How innovative enterprises extract value from uncertain data. Recuperado de http://www-935.ibm.com/ services/multimedia/Analytics_The_real_world_use_of_big_data_in_Financial_services_Mai_2013.pdf
Tirunillai, S., & Tellis, G. J. (2014). Mining marketing meaning from online chatter: Strategic brand analysis of big data using latent dirichlet allocation. Journal of Marketing Research, 51(4), 463–479. doi:10.1509/jmr.12.0106
Van den Driest, F., Sthanunathan, S., & Weed, K. (2016). Building an Insights Engine. Harvard Business Review, 94(9), 64–74.
Weiner, M., & Kochhar, S. (2016). Irreversible: The public relations big data revolution (IPR white paper). Gainesville, FL: Institute for Public Relations.
Zikopoulos, P., de Roos, D., Parasuraman, K., Deutsch, T., Corrigan, D., & Giles, J. (Eds.). (2013). Harness the power of big data: The IBM big data platform. New York, NY: McGraw-Hill.
Publicado
27-02-2019
Cómo citar
Moreno, Ángeles, Athaydes, A., & Navarro, C. (2019). Uso del big data y de la automatización entre los profesionales de las relaciones públicas en Brasil. ComHumanitas: Revista Científica De Comunicación, 9(2), 85-100. https://doi.org/10.31207/rch.v9i2.167
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