Lexicodata: Data Sciences and lexicometry in communication and digital marketing. Reference frameworks, methodologies, social representations and performance indicators in Colombia and France. Project: Research/Creation Project

Organizations produce and analyze data, however, much of this data is represented in comments, opinions and social representations, difficult to handle and interpret by organizations. This research project seeks to create a methodological model capable of analyzing the qualitative data that companies have on digital platforms, in order to evaluate the effectiveness of the marketing and digital communication strategies that they propose, as well as other indicators of organizational performance.
This transnational research proposal seeks to test the importance of data science and lexicometry in the evaluation of communication and marketing campaigns in an organizational context in France and Colombia. For this, during the 24 months of this project, 3 moments of research will be worked on: a diagnostic phase of classification and organizational strategy, a phase of experimental analysis through the proposed method and a phase of visualization of organizational performance.
The objective of these 24 months is to create a research methodology capable of combining a quantitative and qualitative approach in the identification and interpretation of business performance indicators in both countries. It will first try to capture the numerical data related to communication and marketing strategies, to later capture the social representations that underlie the automated indicators. After this stage, it is intended to question the limits of an essentially quantitative interpretation and evaluation of performance and show the contributions of lexicometry for a more detailed interpretation and qualitative analysis of the strategies.
This project will initially focus on analyzing business strategies of companies through sponsored content on social channels (Instagram, Facebook, YouTube and Twitter) of media organizations in France and Colombia. More specifically, we will focus on the uses of data science in the development of communication, advertising and marketing strategies by companies that use the pure-player-aggregator media sector in the two countries, in order to understand the difficulties, constraints, and financial and ethical issues they face, given the need to maintain a balance between business strategy and editorial credibility due to the particularly sensitive nature of their product: infor

Data Sciences; Lexicometría; Comunicación Digital; Representaciones Sociales; Marketing Digital; Industria Mediática; Colombia; Francia

(1) Un artículo en revista académica especializada de alto impacto sobre el resultado de la investigación. En este artículo se explicará el modelo metodológico utilizado y se validará el mismo. Es un artículo resultado de investigación y recopilará los 3 momentos propuestos en el presente documento. Se podrá someter a una revista de estudios digitales, de marketing o de estudios lexicales.

(3) Tres estudiantes en la modalidad de asistente de investigación formados

(1) Una Ponencia nacional o internacional