Banca de QUALIFICAÇÃO: VICTOR ANDRÉ DRUMMOND DA SILVA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : VICTOR ANDRÉ DRUMMOND DA SILVA
DATE: 30/11/2024
TIME: 14:00
LOCAL: https://meet.google.com/cgn-jpep-ame
TITLE:

INSIGHT GENERATION TOOL WITH CRM DATA FOR STRATEGIC RETAIL INTELLIGENCE - A CASE STUDY.

KEY WORDS:

Entrepreneurial Science; Science, Technology and Innovation; Culture of Innovation; Technological Business; Data Driven; Supermarket Retail.

PAGES: 91
BIG AREA: Ciências Exatas e da Terra
AREA: Ciência da Computação
SUBÁREA: Metodologia e Técnicas da Computação
SPECIALTY: Sistemas de Informação
SUMMARY:

This study addresses the ineffectiveness of strategic data management in Brazilian supermarkets, which results in significant financial losses and inadequate shopping experiences for consumers. The main objective was to develop a tool that uses CRM data to generate practical insights for retailers, aiming at improving decision-making and personalizing interactions with customers. The methodology employed consisted of designing, prototyping, and testing a strategic intelligence tool, combining data analysis techniques with practical application in real retail environments. The results indicated that the tool was able to transform CRM data into effective strategic actions, improving productivity and customer satisfaction, in addition to contributing to the reduction of losses. It is concluded that the adoption of data technologies, when accompanied by organizational changes and team training, can lead to substantial improvements in operational efficiency and competitiveness in the supermarket sector. This study also suggests that future research could explore the integration of advanced technologies, such as artificial intelligence, to expand the observed benefits.

COMMITTEE MEMBERS:
Presidente - 2459504 - AQUILES MEDEIROS FILGUEIRA BURLAMAQUI
Interno - 1943220 - ORIVALDO VIEIRA DE SANTANA JUNIOR
Interna - 1753896 - ZULMARA VIRGINIA DE CARVALHO
Externo ao Programa - 3410576 - FELIPE MACEDO ZUMBA - UFRN