Publicação
Business intelligence in decision-making : impact on customer engagement
| Resumo: | Business Intelligence has become an essential aspect of modern business management, providing organizations with valuable insights into their operations and performance. This Master’s Final Work focuses on leveraging BI to improve communication strategies for a business organization. The internship described in this Master’s Final Work involved working on a Business Intelligence project in a company called Tabaqueira. The primary objective of the project was to optimize and improve communication via email, with a focus on enhancing customer engagement and increasing revenue growth. This study provides a comprehensive overview of the entire BI project, from the theoretical background to the implementation and reporting phase. It covers the various BI tools and techniques used to analyze the available data, from the data source to all the Extract, Transform and Load (ETL) processes that allowed the data to be ready to be explored. The reporting phase includes the presentation of findings using Power BI and recommendations to the stakeholder and the evaluation of the project's success. The solution provided valuable insights into customer behavior and preferences, allowing the design of communication campaigns to be more relevant and personalized to individual customers. |
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| Autores principais: | Antão, Patrícia Alexandra da Silva |
| Assunto: | Business Intelligence Data Decision-making Consumer Behaviour Campaigns Dados Comportamento do Consumidor Campanhas |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | Business Intelligence has become an essential aspect of modern business management, providing organizations with valuable insights into their operations and performance. This Master’s Final Work focuses on leveraging BI to improve communication strategies for a business organization. The internship described in this Master’s Final Work involved working on a Business Intelligence project in a company called Tabaqueira. The primary objective of the project was to optimize and improve communication via email, with a focus on enhancing customer engagement and increasing revenue growth. This study provides a comprehensive overview of the entire BI project, from the theoretical background to the implementation and reporting phase. It covers the various BI tools and techniques used to analyze the available data, from the data source to all the Extract, Transform and Load (ETL) processes that allowed the data to be ready to be explored. The reporting phase includes the presentation of findings using Power BI and recommendations to the stakeholder and the evaluation of the project's success. The solution provided valuable insights into customer behavior and preferences, allowing the design of communication campaigns to be more relevant and personalized to individual customers. |
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