Today, selling products online has become a business priority due to the pandemic that has spread around the world, reducing customers and sales, resulting in losses. Predictive analytics techniques have contributed with great utility in the development of digital marketing strategies, making it possible to predict future actions of customers. Therefore, the purpose of this research was to develop digital marketing strategies and use predictive analytics to increase sales. The steps carried out were: analysis: internal, presence, SWOT matrix and external; planning: definition of objectives and strategies, finally execution: digital marketing strategy and application of predictive analytics with the linear regression model. The Google Analytics tool was used to obtain the data of: number of users, number of page views and sales, scatter graphs were made with each of the variables occupying the polynomial and linear trend lines, the coefficient of determination between the two equations (polynomial and linear) was compared, the most suitable equation was chosen, that is, the one closest to one and the projections of each of the variables were made. In addition, with the projected values, two KPIs were used, the first to analyze the behavior of users in the virtual store in the future and the second KPI of projected monthly turnover increase to show that the virtual store strategy using predictive analysis meets the objective of increasing sales by 5.54%.

Predictive analytics, Digital Marketing, KPIs