Banca de DEFESA: VICTOR ANDRÉ DRUMMOND DA SILVA
Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.STUDENT : VICTOR ANDRÉ DRUMMOND DA SILVA
DATE: 11/03/2025
TIME: 16:00
LOCAL: https://meet.google.com/zpa-xtbi-pjr
TITLE:
ACTION: 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: 97
BIG AREA: Ciências Exatas e da Terra
AREA: Ciência da Computação
SUBÁREA: Metodologia e Técnicas da Computação
SPECIALTY: Sistemas de Informação
SUMMARY:
In this study, the inefficacy of strategic data management in Brazilian supermarkets is addressed, highlighting its impact on significant financial losses and inadequate shopping experiences for consumers. The main objective was to develop a tool that utilizes CRM data to generate practical insights for retail, aiming to improve decision-making and personalize customer interactions.
The methodology employed involved the design, prototyping, and testing of 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 while contributing to loss reduction.
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 enhance 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 à Instituição - DANILO CORTEZ GOMES - IFRN