Big Data e Inteligência Competitiva: impacto na performance de vendas de uma multinacional

Abstract

This study aimed to investigate the contributions of integration between big data and competitive intelligence solutions to the sales performance of a multinational company in the hygiene and cleaning segment. As an analysis focus, among the clients of the researched multinational company, a cutout was established in the sales relationship with a specific client-company, active in the retail of the pharmaceutical sector. Aiming to achieve this objective, qualitative methods were used, interviews and calculation of sales KPIs were carried out. The results indicate that the integration between big data and competitive intelligence provides greater speed and assertiveness in decision making and is capable of improving decision making by placing competitors and the shopper at the center of decision making.