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How data visualization tools can improve decision making processes based on customer satisfaction?

2021-12-20Dissertação de mestrado Acesso aberto
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dc.contributor.advisorPinto, Diego Costa
dc.contributor.authorBento, Mariana Raquel da Silva
dc.date.accessioned2022-02-08T16:30:42Z
dc.date.available2022-02-08T16:30:42Z
dc.date.issued2021-12-20
dc.descriptionDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligencept_PT
dc.description.abstractCompanies seek to perform better using their own data to achieve sustainable competitive advantage. By enabling business intelligence tools and techniques companies can get ahead of the competition, however, even with these solutions, some questions still stand which this research aims to answer. This study aims to answer the following research question: how data visualization tools can improve decision making processes based on customer feedback? To fill this gap, this research will explore the literature on data-driven marketing and its relationship with decision making processes, while also diving on data visualization and business analytics. To improve the relevance of the study, a practical approach will also be used, using Business Intelligence tools and techniques, in particular Microsoft Power BI. The research uses real data from a major Portuguese hotel chain and aim to develop a new dashboard that can enhance the capability to improve data-driven marketing decision making, using customer data. The findings show that business intelligence and data visualization tools and techniques allow the development of dashboards with several KPI’s and measures to improve strategic decision-making process, and it allows to still have a quick and objective views of business performance and productivity, exchanging company data in competitive advantages.pt_PT
dc.identifier.tid202946100pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/132491
dc.language.isoengpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectBusiness Intelligencept_PT
dc.subjectData Driven Marketingpt_PT
dc.subjectData Visualizationpt_PT
dc.subjectMarketing Analyticspt_PT
dc.subjectCustomer Feedbackpt_PT
dc.subjectDecision Making Processpt_PT
dc.titleHow data visualization tools can improve decision making processes based on customer satisfaction?pt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameMestrado em Gestão de Informação, especialização em Gestão do Conhecimento e Inteligência de Negócio (Business Intelligence)pt_PT

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NIMS - Dissertações de Mestrado em Gestão da Informação (Information Management)