{"id":47948,"date":"2018-04-27T00:00:00","date_gmt":"2018-04-26T23:00:00","guid":{"rendered":"https:\/\/www.colt.net\/resources\/thick-data-un-complemento-necesario-para-el-big-data\/"},"modified":"2019-05-22T16:51:11","modified_gmt":"2019-05-22T15:51:11","slug":"thick-data-un-complemento-necesario-para-el-big-data","status":"publish","type":"post","link":"https:\/\/legacy.colt.net\/es\/resources\/thick-data-un-complemento-necesario-para-el-big-data\/","title":{"rendered":"Thick Data: un complemento necesario para el Big Data"},"content":{"rendered":"<p>Embarcados en plena era de la transformaci\u00f3n digital, las empresas se han enfrascado en la aventura de almacenar y analizar datos de manera masiva para tratar de conocer las pautas de comportamiento de sus consumidores. Estas pautas, se presupone, proporcionan a las organizaciones ventajas estrat\u00e9gicas sobre sus competidores, ya que poseen cantidades ingentes de datos cuantificables a trav\u00e9s de la tecnolog\u00eda. Estos datos, sin embargo, carecen de un contexto adecuado que los explique m\u00e1s all\u00e1 de la mera cifra. Hasta aqu\u00ed estar\u00edamos hablando de lo que conocemos como <em>big data<\/em>.<\/p>\n<p>El<em> big data<\/em> tiene una aportaci\u00f3n obvia para las empresas: es fuente de una cantidad inimaginable de datos y resultados que se pueden interpretar en poco tiempo mediante los procesos adecuados. Pero toda esta informaci\u00f3n encuentra sus l\u00edmites cuando se trata de saber por qu\u00e9 act\u00faan las personas y qu\u00e9 ocurre en sus mentes mientras llevan a cabo determinada decisi\u00f3n.<\/p>\n<p>Sin embargo, existe otro tipo de datos que deben ser tenidos en cuenta si se quiere llegar a tener un conocimiento realmente profundo del consumidor. Estamos hablando de <em>thick data<\/em>: toda esa gran cantidad de datos cualitativos que tienden a explicar el por qu\u00e9 y el c\u00f3mo de los actos; es decir, el <em>thick data<\/em> servir\u00e1 para entender las intenciones, emociones y sentimientos que conducen a la acci\u00f3n.<\/p>\n<p>El <em>thick data<\/em>, cuya obtenci\u00f3n e interpretaci\u00f3n se reduce a los m\u00e9todos tradicionales de los estudios sociol\u00f3gicos (entrevistas en profundidad, <em>focus group<\/em>,\u00a0 actividades conjuntas, experiencias, etc), es el camino que se debe seguir si realmente se quiere llegar a los sentimientos y a las ideas preconcebidas\u00a0 que los consumidores pueden tener y que son, en \u00faltimo caso, los que lo mueven a actuar de determinada manera.<\/p>\n<p>La apuesta por el <em>thick data<\/em> a\u00fan no ha alcanzado cotas muy altas y su integraci\u00f3n en las empresas est\u00e1 siendo lenta. Al fin y al cabo, se trata de informaci\u00f3n que se solo puede ser recopilada de manera manual, a trav\u00e9s de experiencias conjuntas, y que requiere de un mayor \u201ctrabajo de campo\u201d que no se puede informatizar. A pesar de ello, poco a poco est\u00e1 empezando a ser adoptada, especialmente por el sector tecnol\u00f3gico, el de salud y el financiero.<\/p>\n<p>La clave del futuro est\u00e1 en la integraci\u00f3n de <em>big data<\/em> y <em>thick data<\/em> pues solo a trav\u00e9s de esta conjunci\u00f3n se podr\u00e1 obtener una visi\u00f3n completa de una situaci\u00f3n que influir\u00e1 positivamente en la toma de decisiones.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>las empresas almacenan y analizan datos de manera masiva para tratar de conocer las pautas de comportamiento de sus consumidores.<\/p>\n","protected":false},"author":48,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"colt_type":[1174],"colt_ind":[1214],"colt_products":[1264,1634,1658],"colt_solutions":[],"class_list":["post-47948","post","type-post","status-publish","format-standard","hentry","colt_type-blog-es","colt_ind-business-es","colt_products-business-connect-es","colt_products-capital-markets-es","colt_products-market-data-capital-markets-colt-iq-network-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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