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A Importância de Business Analytics para empresas de Fast-Moving Consumer Goods
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Orientador(es)
Resumo(s)
As empresas de fast-moving consumer goods confrontam-se diariamente com um elevado volume de dados gerados em tempo real. Para estas empresas importa ter acesso a diferentes fontes de dados e plataformas que contribuam para a monitorização das tendências de mercado e previsão daquele que será o próximo passo do consumidor. Em cada empresa, o facto de existirem diferentes abordagens em relação à utilização de dados e vários níveis na implementação de novas tecnologias, tornam o mercado mais diversificado. Estas diferenças contribuem para o aumento de concorrência, exigindo a contínua inovação por parte das empresas.
O presente estudo tem como objetivo, identificar em que áreas existe um maior desenvolvimento de Business Analytics (BA), qual o impacto de BA para as diferentes áreas que compõem estas empresas e principais vantagens na sua utilização, com o propósito de identificar exemplos de transformação de dados em valor organizacional. Posteriormente, determinar os desafios associados à implementação de BA e quais as características associadas a uma cultura data-driven. Desta forma, foi realizada uma pesquisa qualitativa que contribui para destacar os métodos, plataformas e processos implementados por diferentes empresas do setor de FMCG.
Assim, ao longo das diferentes empresas verifica-se um maior investimento em dados e reconhecimento do valor que estes poderão representar, bem como, um aumento da diversidade das plataformas utilizadas por cada área. As empresas, para o seu desenvolvimento, encontram-se dependentes da coordenação entre recursos e capacidades e paralelamente de um conjunto de dados que representam o consumidor no mercado.
Fast-moving consumer goods companies are faced daily with a high volume of data generated in real time. For these companies, it is important to have access to different data sources and platforms that contribute to monitoring market trends and to predict what will be the consumer's next step. In each company, the fact of existing different approaches in relation to the use of data and different levels in the implementation of new technologies, become the market more diversified. These differences contribute to increased competition, requiring continuous innovation from companies. This study aims to identify in which areas there is a greater development of Business Analytics (BA), what is the impact of BA for the different areas that compose these companies and the main advantages of its use, to identify examples about data transformation into organizational value. Then, determine the challenges associated with BA implementation and identify the characteristics associated with a data-driven culture. Thus, a qualitative research was carried out and contributes to highlight the methods, platforms and processes implemented by different companies in the FMCG sector. Thus, across the different companies there is a greater investment in data and recognition of the value that these may represent, as well as an increase in the diversity of platforms used by each area. Companies are dependent on the coordination between resources and capabilities, as well as a set of data that represent the consumer in the market.
Fast-moving consumer goods companies are faced daily with a high volume of data generated in real time. For these companies, it is important to have access to different data sources and platforms that contribute to monitoring market trends and to predict what will be the consumer's next step. In each company, the fact of existing different approaches in relation to the use of data and different levels in the implementation of new technologies, become the market more diversified. These differences contribute to increased competition, requiring continuous innovation from companies. This study aims to identify in which areas there is a greater development of Business Analytics (BA), what is the impact of BA for the different areas that compose these companies and the main advantages of its use, to identify examples about data transformation into organizational value. Then, determine the challenges associated with BA implementation and identify the characteristics associated with a data-driven culture. Thus, a qualitative research was carried out and contributes to highlight the methods, platforms and processes implemented by different companies in the FMCG sector. Thus, across the different companies there is a greater investment in data and recognition of the value that these may represent, as well as an increase in the diversity of platforms used by each area. Companies are dependent on the coordination between resources and capabilities, as well as a set of data that represent the consumer in the market.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Business Analytics Fast-Moving Consumer Goods Competitive Advantage Data-driven culture