Inbound Marketing y métricas de audiencia en las procesadoras de atún en Manta.

Abstract

The general objective of this article was to analyze the influence of Ibound Marketing and Audience Metrics in the development of tuna processing companies in Manta. The methodology allowed making use of the data collected to favor the decision-making process of the tuna processors. The research had a descriptive quantitative approach, the selection of companies was made through the technique of non-probabilistic intentional sampling by convenience. Through the surveys and the bibliographic support, it was possible to know the scarce influence of Inbound Marketing with the audience metrics and its use. It should be noted that the IBM SPSS Statistics 26 tool was used, finding a correlation result of .741 and a reliability of .877. Finally, the most used metrics and those that are suggested to be implemented to improve the development of the processors are presented.