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BI Solution Implementation in a B2B Context: A case study in the market of dermocosmetics
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| 1.85 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Data availability does not always guarantee usage and engagement from business
stakeholders, especially in a context of B2B sales teams, where people can be suspicious of
new technologies and reluctant to apply them on their daily job. Company X is a
dermocosmectic manufacturer in the Iberian Peninsula, with a sales strategy focused on the
pharmaceutical channel. Its heterogeneous B2B sales team is formed by more than 100 sales
representatives that visit over 10000 pharmacies every trimester. In Company X, information
is made available to the sales teams in ineffective ways, generating problems of data
ambiguity, and in the end a low data usage in daily activities. This project answersthose issues
by integrating BI and data visualization principles into the creation of interactive dashboards
in Power BI, based on 6 business questions identified in interviews with the end-users. The
implementation process of these dashboards is also followed, through user activity metrics,
and qualitative interviews, with results showing that maintaining ongoing user engagement
implicates regular training sessions, as well as assuring good data update recency and data
quality.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Business Intelligence Data Visualization Dermocosmectics B2B Sales Pharma SDG 3 - Good health and well-being