A carregar...
Publicação
Análise do comportamento do consumidor com Business Intelligence
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.83 MB | Adobe PDF |
Autores
Resumo(s)
No contexto empresarial atual, em que a tomada de decisão depende cada vez mais da análise de dados, a capacidade de transformar informação em conhecimento estratégico tornou-se essencial para o crescimento e sustentabilidade das organizações. O Business Intelligence (BI) surge, assim, como um conjunto de práticas e tecnologias que permitem recolher, analisar e apresentar dados de forma útil para apoiar a tomada de decisões. Com o apoio de ferramentas analíticas, o BI permite transformar grandes volumes de dados em indicadores estratégicos (KPIs), ajudando as empresas a compreender melhor o seu desempenho e a antecipar mudanças no mercado.
O estudo e análise do comportamento do consumidor, tendo por base o uso de ferramentas de BI, constitui uma área fundamental para desenvolver estratégias de marketing, fidelizar clientes e melhorar o posicionamento da marca. Compreender os padrões de consumo, as preferências e as motivações dos clientes permite às empresas ajustar as suas ofertas, tornar as campanhas mais eficazes e tomar decisões mais acertadas.
Esta dissertação foca-se na aplicação do BI para a análise do comportamento dos consumidores. Para isso, foi criada uma solução de BI tendo por base um conjunto de dados sobre tendências de compras dos consumidores, disponível na Web. O objetivo principal é ilustrar como a análise de dados pode oferecer insights valiosos para as empresas, permitindo-lhes adaptar as suas ofertas, melhorar as suas campanhas de marketing e, consequentemente, otimizar o seu desempenho financeiro. Complementarmente, foi realizada uma análise bibliométrica com recurso ao VOSviewer, permitindo mapear as diferentes tendências e contribuições científicas na área do BI aplicado ao comportamento do consumidor.
In today’s data-driven business environment, being able to turn information into useful knowledge is key to helping companies succeed and stay competitive. Business Intelligence (BI) plays an important role in this process. It brings together tools, methods, and technologies that help collect, organize, analyze, and present data in a way that supports decision-making. With the help of analytical tools, BI turns large amounts of data into clear and practical insights, helping organizations understand their performance and identify market trends at an early stage. Among the various areas of BI application, consumer behavior analysis stands out as an essential domain for developing marketing strategies, customer loyalty, and competitive positioning. A deep understanding of consumption patterns, customer preferences, and motivations enables companies to personalize offers, optimize campaigns, and enhance the effectiveness of business decisions. This dissertation explores the use of BI tools for analyzing consumer behavior. A BI solution was developed based on a dataset of consumer shopping trends available on the Web. The main objective is to illustrate how data analysis can provide valuable insights for companies, enabling them to tailor their offerings, improve their marketing campaigns, and ultimately optimize their financial performance. In addition, a bibliometric analysis was performed using VOSviewer, allowing the identification of key scientific trends and contributions related to the application of BI in consumer behavior.
In today’s data-driven business environment, being able to turn information into useful knowledge is key to helping companies succeed and stay competitive. Business Intelligence (BI) plays an important role in this process. It brings together tools, methods, and technologies that help collect, organize, analyze, and present data in a way that supports decision-making. With the help of analytical tools, BI turns large amounts of data into clear and practical insights, helping organizations understand their performance and identify market trends at an early stage. Among the various areas of BI application, consumer behavior analysis stands out as an essential domain for developing marketing strategies, customer loyalty, and competitive positioning. A deep understanding of consumption patterns, customer preferences, and motivations enables companies to personalize offers, optimize campaigns, and enhance the effectiveness of business decisions. This dissertation explores the use of BI tools for analyzing consumer behavior. A BI solution was developed based on a dataset of consumer shopping trends available on the Web. The main objective is to illustrate how data analysis can provide valuable insights for companies, enabling them to tailor their offerings, improve their marketing campaigns, and ultimately optimize their financial performance. In addition, a bibliometric analysis was performed using VOSviewer, allowing the identification of key scientific trends and contributions related to the application of BI in consumer behavior.
Descrição
Palavras-chave
Business Intelligence Consumidor Segmentação Power bi Customer Segmentation