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Applied Research

Research for digital transformation

We explore how search data, artificial intelligence, and business intelligence systems drive strategic decisions in SMBs. Academic rigor with a practical vision.

Javier Cuervo

Javier Cuervo López

Principal Investigator · PhD in Business Innovation

🔗ORCID: 0009-0006-7134-2894

Our Impact

We combine quantitative analysis with qualitative studies, collaborating with universities and companies in Europe and Latin America.

7
Lines of research
3
Publications with DOI
2
Collaborating institutions
5+
Years of research

Lines of Research

Main Line

Integration of search data into Business Intelligence for SMEs

How signals from Google Search, Maps, YouTube, marketplaces, and LLMs can be integrated into BI systems for strategic, tactical, and operational decisions.

PRISMA 2020 Bibliometric analysis Design Science Research
  • Search data is still underutilized and confined to marketing
  • Integrated into BI, they act as early demand and risk sensors
  • Differentiated usage patterns according to decision level
2

Multi-level BI: on-premises and cloud data

Hybrid architectures that integrate ERP, CRM, and digital analytics into executive dashboards.

DOI: 10.5281/zenode.17245495
3

AI as an interpretive layer: LLMs and agents

AI language models and agents as an interpretation layer on BI systems and business processes.

4

Privacy, GDPR and data governance

Ensure that analytics systems comply with principles of minimization, traceability, and auditing.

5

UX in social and health projects (CAPPI)

Digital systems focused on people in health contexts such as pediatric palliatives.

6

Generative AI in Education (Model 20-60-20)

Strategic roleplay and guided use of generative AI in university assessment. UA Forum 2025.

7

Open science and academic traceability

PRISMA, OSF, Zenodo, and ORCID as reproducible research infrastructure.

Recent Publications

2025

Developing a data-driven Business Intelligence system for multilevel decision-making in SMEs

Cuervo, J.

View DOI
2025

Strategic Role-Play with Generative AI for Innovation Courses

Cuervo, J. & Tortosa, M.

View DOI
2024

Coaching Development Program: Conversations that Inspire Change and Achieve Goals

Cuervo, J. & Tortosa, M.

View DOI

Committed to Open Science

All our research follows principles of transparency and reproducibility. Publicly available materials, data, and protocols.

Institutional Framework

🏢

Proportione LDA

Applied entity · Strategy, technology and people

🎓

University of Aveiro

PhD in Business Innovation

Shall we collaborate?

Universities, research centres and companies interested in joint data-driven digital transformation projects.

Propose collaboration View ORCID profile