Big Data: como a datificação está impactando a trabalho publicitário? Uma análise da atuação profissional na empresa Deloitte Digital

Abstract

The main objective of this work is to investigate how the professional practices of communicators have been changed with the advent of Big Data. Due to the development of robust technological tools, which allow the storage of a large volume of data and the extraction of information in real time, the use of data by advertising has been increasingly widespread. Thus, the study seeks to map the transformations of the advertising market in the face of ICTs and their impact on advertising, in view of the changes in the professional competences attributed to professionals and in their practices, giving special emphasis to the issue of the creative autonomy of the professional. Therefore, an exploratory and qualitative research was carried out, based on the case study of the Deloitte Digital agency. To ascertain the perception of advertisers, an online questionnaire and a structured interview were applied. After data collection and interpretation, it was attested that the use of data by advertising is seen from an advantageous perspective for professionals working in the communication area. However, as it is a fast process, typing demands new skills that require the professional to be always updating and accumulating new tasks, which can lead to professional overload. The comments made by the interviewees corroborate the idea that the advent of Big Data is a major factor in the excess of roles assigned to the communicator. The panorama presented by the employees of Deloitte digital, through questionnaires and interviews, validate the theories about the use of data in everyday life as a facilitating tool for the performance of work, despite generating discussions about good practices and legislation regarding the handling of data in communication.