Big Data aplicada a la segmentación publicitaria (Meta Ads) y su impacto gerencial: caso Electrohogar

Abstract

This study analyzes the impact of advertising segmentation in Meta Ads, based on Big Data, on managerial decision-making and commercial performance at the Ecuadorian home appliances company Electrohogar. Using a mixed-method approach, quantitative data from segmented advertising campaigns (January–April 2025) was combined with a review of recent literature (2020–2025). The results show a significant increase in online sales, with monthly growth rates of up to 290% compared to 2024, demonstrating that segmentation by interests, location, and purchasing behavior optimizes advertising budget use and increases return on investment. The discussion compared these findings with similar studies, confirming that personalization based on Big Data improves conversion rates and customer loyalty. The study concludes that the strategic use of Meta Ads, complemented by real-time adjustments, enables adaptation to market dynamics and sustains competitive advantages. It is recommended that Electrohogar continue strengthening this strategy and integrate it with tools such as CRM to enhance personalization and the effectiveness of future campaigns.