Sánchez Montero, Ivanna Karina
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Sánchez Montero, Ivanna Karina
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Quito
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ivannasanchez@uti.edu.ec
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57226130186

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Digital Catalogs and Digital Marketing Strategies for Product Promotion in the Popular and Solidarity Economy: A Community Engagement Experience

2026 , Borja Galeas, Carlos , Arias Flores, Hugo Patricio , Sánchez Montero, Ivanna Karina

This article analyzes the development of digital catalogs as a strategic marketing tool for promoting products within the popular and solidarity economy (EPS), as part of a community engagement project carried out by sixth-semester students from the Digital Marketing program at Universidad Indoamérica. The students, who had already gained experience in web development, worked on creating interactive digital catalogs for 12 local businesses from the province of Pichincha, whose products were already equipped with labels and packaging ready for commercialization. In addition to designing the catalogs, digital marketing elements such as visual content optimization and linking the catalogs to e-commerce platforms and social media were integrated. The results show that the use of digital catalogs not only facilitated the professional presentation of the products but also enhanced consumer interaction and expanded the reach of these businesses in the digital marketplace. This study demonstrates how the collaboration between academia and community can strengthen small businesses, fostering their growth in digital environments. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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Advanced Customer Segmentation in the Natural Supplements Industry to Enhance Marketing Strategies Using Big Data Tools

2026 , Sánchez Montero, Ivanna Karina , SOTAMINGA CINILIN, MARCELO JAVIER

This study underscores the critical role of Big Data and Business Intelligence tools in modern corporate decision-making, particularly in the natural supplements industry, where understanding customer behavior through advanced segmentation can significantly enhance marketing strategies and overall business performance. In this research, two years of purchase records from a company in the natural supplements industry were analyzed using a combination of segmentation algorithms and RFM (Recency, Frequency, and Monetary value) analysis to identify distinct customer profiles. Leveraging Python, three clustering algorithms—K-means, DBSCAN, and Agglomerative Hierarchical—were implemented and evaluated, with the Silhouette Score identifying K-means as the most effective approach. This model categorized customers into four key segments: high-value customers, potential growth customers, at-risk customers, and occasional buyers. The insights derived from this segmentation process were fundamental in designing targeted marketing strategies, optimizing resource allocation, and improving customer retention. Furthermore, this study highlights how businesses that embrace data-driven decision-making gain a competitive edge by personalizing customer interactions, enhancing efficiency, and increasing the return on investment in marketing. The findings suggest that the integration of predictive modeling and intelligent data analysis supports more precise segmentation and enables organizations to anticipate trends, mitigate risks, and drive sustainable growth. The application of Big Data and Business Intelligence in this context allows companies to transform large datasets into actionable insights, fostering proactive and informed decision-making in dynamic and competitive markets. Ultimately, this research provides strong evidence that leveraging advanced analytics can lead to substantial economic benefits, positioning businesses for long-term success in data-driven environments. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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An Empathetic Design Approach to Digital Transformation from Legacies Web

2026 , Viviana Cajas , Matias Urbieta , Sánchez Montero, Ivanna Karina , Paulina Ponce-Villacís , Patricio Morejón-Hidalgo , José Hidalgo-Granja

Software Systems are designed to run on specific devices but eventually, a new one arises that may not be apt to run the system. Time ago, Web apps were intended mostly for desktop devices; then the arrival of the mobile devices required to revisit UI layouts, and later Smart devices allowed a more sophisticated user experience. During the development process, there was no clear definition of the technology adoption roadmap that affects the access from new devices like Smart TVs or Smart Watches. As long as time goes by, applications become legacy because of many reasons like lack of maintenance or the advancement of new incompatible devices. This study’s main contribution to these limitations is an empathetic approach to assist this migration of legacy apps to new devices based on Markov chains that are a predictive user behavior method. Available functionality is prioritized, the experience of User Interface is re-thought, and the new experience is designed. We report the experience of applying the approach to a legacy app with an experiment performed by fifteen participants. The outcome highlights that a dynamic user interface based on the Markov model provides improved usability metrics of the ISO for the users, evidenced in the productivity labor, Fitt’s and Hick’s laws, the efficiency, the effectiveness, and satisfaction through comparison between versions. This work suggests this model makes possible a smart and proactive interface design plus the age and interests responsive web contributing to the economy of context

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Technological Migration and Software Optimization for Measuring Entrepreneurship Maturity

2026 , SOTAMINGA CINILIN, MARCELO JAVIER , Sánchez Montero, Ivanna Karina , Borja Galeas, Carlos

This study analyzes the technological migration and optimization of Nexus4D as a strategy to enhance the measurement of entrepreneurship maturity. Nexus4D was developed initially with a closed faced performance, scalability, and sustainability limitations. To address these challenges, a migration to open-source solutions was implemented, utilizing WordPress for content management, LimeSurvey for data collection, and Power BI for advanced analysis. Through a methodological approach based on diagnosis, implementation, and impact evaluation, a significant improvement was observed in operational efficiency, security, and user experience. The findings highlight how adopting open technologies can strengthen innovation in academic and business platforms, facilitating data-driven decision-making. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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Evaluation of Business Maturity in Entrepreneurs from Cotopaxi: Study Areas Latacunga, Salcedo, La Maná, Pujilí – A Practical Application of the Nexus 4d Tool

2025 , Silvia Noroña Gallo , Viviana Cajas , Sánchez Montero, Ivanna Karina , Borja Galeas, Carlos , Pamela Silva , Joline Jaraiseh Abcarius

This study analyzes the business maturity of 33 entrepreneurs from Cotopaxi, province of Ecuador, evaluated using the Nexus 4D tool. These entrepreneurs are linked to an Impulsa foundation created under the ministerial agreement MIES-CZ-3-DDL-2019–3588-M, whose mission is to promote sustainable development, strengthen cooperative practices and promote the formalization of businesses in Ecuador. The assessment covered ten key categories, highlighting strengths in resilience, product/service development, legal compliance and social responsibility. However, technology scored the lowest, reflecting limitations in access, skills, and trend adoption. Intermediate areas such as finance, logistics and branding also show challenges related to transportation, marketing strategies and financial management. These results highlight the need for interventions focused on reducing technological gaps and optimizing business management, while taking advantage of existing strengths. This analysis offers a comprehensive vision of the opportunities and challenges faced by entrepreneurs, contributing to the strengthening of the business fabric and sustainable economic growth in the region.

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The Fractional Brownian Model, Applied in the Credit Placement of the Popular and Solidarity Financial Sector

2023 , Sánchez Montero, Ivanna Karina , Tipán, Diego

Previous studies have extensively explored the application of Fractional Brownian Motion in the financial systems of countries. The objective of this study was to evaluate the effectiveness of using Fractional Brownian Motion in credit placement within the popular and solidarity financial sector, specifically in the Savings and Credit Cooperatives of segment 1.A comprehensive analysis was conducted on historical credit placement data from this sector over time, and the Fractional Brownian Motion model was implemented to simulate placement patterns. Several parameters, such as the Hurst exponent, were estimated. The results showed that the application of Fractional Brownian Motion in credit placement within the popular and solidarity financial sector improved the accuracy of credit risk assessment. It revealed long-term dependence patterns and captured the inherent dynamics of the sector. The model demonstrated higher predictive power and better portfolio risk management capabilities compared to conventional methods. The findings suggest that Fractional Brownian Motion is a valuable tool for credit placement analysis, as well as for improving credit risk assessment and portfolio management dynamics. Implementing this model can lead to more accurate credit decisions, fostering the country's economic development. © 2023 IEEE.

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Development of Websites as an Academic Integrative Project to Strengthen Businesses in the Popular and Solidarity Economy

2026 , Borja Galeas, Carlos , Arias Flores, Hugo Patricio , Sánchez Montero, Ivanna Karina

This article explores the development of websites as an academic integrative project aimed at strengthening businesses within the popular and solidarity economy (EPS) in the province of Pichincha, Ecuador. Fifth-semester students from the Digital Marketing program at Universidad Indoamérica, as part of their integrative project, worked on creating customized websites for 12 local businesses that already had marketable products, including labels, packaging, and other presentation tools. Using the WordPress platform, the students developed websites tailored to the specific needs of each business, with the goal of improving their digital presence, facilitating access to broader markets, and increasing the competitiveness of their products and services. In addition to the technical development, graphic design elements such as professional product photography and promotional videos were integrated, along with digital marketing strategies that included search engine optimization and social media integration. The results indicate that the creation of these customized websites significantly increased the online visibility of the businesses and enhanced consumer perception of professionalism and trust. This study highlights the importance of applied academic projects as tools for community engagement and local economic development in vulnerable sectors. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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Business Development Through Entrepreneurship Maturity Measurement

2026 , Sánchez Montero, Ivanna Karina , Borja Galeas, Carlos , SOTAMINGA CINILIN, MARCELO JAVIER

Business development is a crucial process for the growth and maturation of ventures; in this context, the design of the software called Nexus 4D emerges as an innovative solution to assess and enhance their development in the market, providing a comprehensive approach from ten facets of the Science of Administration. It enables entrepreneurs to measure the maturity level of their business activities, identify areas for improvement, and pinpoint market opportunities. This tool facilitates strategic decision-making and assists ventures in adapting to market changes, strengthening their competitive position, and ensuring long-term sustainability. It becomes a fundamental ally in driving business development and maturation within a dynamic and competitive business environment. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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