Diseño de un flujo digital y automatización para la generación y nutrición de leads en el negocio Ovius Fashion

Abstract

This thesis project addresses the inefficiency in lead management at the microenterprise Ovius Fashion, proposing the design and validation of a digital ecosystem for lead generation and nurturing. This ecosystem comprises an automated digital workflow integrated with a website. The problem centers on response latency and a lack of segmentation on social media, factors that hinder prospect conversion. The main objective is to establish an automated first contact protocol using conversational architecture and a central web node. The research was conducted using a mixed methodological approach, i.e., descriptivepropositional, and employed the Kanban methodology for workflow management. Technical validation included field testing with a probabilistic sample of 350 users and expert review by three specialists in digital transformation, front-end development, and business architecture, ensuring the system's suitability for the company's real-world environment. The main result was a 99.9% reduction in response times, decreasing wait times from 50 hours to less than 10 seconds. Furthermore, user behavior analysis using analytics tools confirmed an average navigation depth of 2.38 pages per session. The project provides a scalable and replicable digital infrastructure.