Business Decisions through Social Data Analytics in Colombia

This research explores benefits, type of decisions and data management process of social data analytics within the Colombia context. Through a literature review, hypotheses are established. Then these hypotheses are validated through interviews with Colombian professionals, who provide their perspectives on how data analytics can enhance decision-making and how is the associated process made in the country. The results indicate that the integration of social media data into business decision-making can improve the efficiency and effectiveness of operations, providing valuable real-time information and enabling more precise customization of products and services in the Colombian context.