Caracterización de usuarios de salud de una compañía del sector asegurador en Colombia a través de inteligencia de negocios para la extracción de conclusiones basadas en datos

Abstract

When analyzing different markets, it was identified that these have been changing and the insurance market is no exception, in fact, its users, specifically those of health, have chosen to migrate to cheaper plans or, failing that, to cancel their contracts. The effect of this is a growth in policy cancellations for different reasons. An option to counteract or face the decrease in the population linked to the company could be to offer products and services that adapt to the needs of the client, which is why it is important to know the characterization of a company's health users. The research presented through this document focused on the approach of a business intelligence model of a company in the insurance sector in Colombia, whose main branch is located in the city of Bogotá, Cundinamarca. The objective was to characterize the health users of an entity to add to the knowledge and growth of this line of business so that new products and action plans can be implemented prospectively that contribute to the fulfillment of the strategy. The development of this project was carried out in phases, beginning with a descriptive analysis of a qualitative and quantitative nature of the evolution of premiums (income) of the insurance sector in Colombia. Subsequently, the stored information of these clients was analyzed to finally design a dashboard that made it possible to publicize the demographic characteristics of their population. Finally, it is worth noting that the analytics tool developed in Power Bi has been very useful for the company. Beginning with the identification of measures that made it possible to improve the quality of the information transmitted in the databases, since before there were differences between these figures and those reported in the PYG and committees. Continuing with a reduction in time, which optimized the generation of analysis on cancellations. Additionally, it was possible to know the characteristics of current health users, which has allowed new market niches and products with services focused on satisfying and taking advantage of said characterization to be considered within the strategy.

Date of Award	2022
Original language	Spanish (Colombia)
Awarding Institution	Universidad Autónoma de Bucaramanga Maestría en Negocios Digitales
Supervisor	Eduardo Carrillo Zambrano (Supervisor) & Hugo Vecino-Pico (Supervisor)