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How can data moning support the decision-making process in the beverage industry
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Abstract(s)
Os dados têm vindo a tornar-se essenciais em todos os aspetos da nossa vida e vieram alterar a forma como vivenciamos as pessoas, os negócios e o ambiente que nos rodeia. Atualmente, os dados são usados para: desenvolver carros autónomos, construir cidades inteligentes, desenvolver aplicações móveis entre outros, melhorando as nossas interações do dia-a-dia. O IDC (2017) estima que até 2025 os dados no mundo irão crescer para 163 zeta bytes, representando dez vezes mais os 16.1 ZB de dados criados em 2016 (Reinsel, Gantz, & Rydning, 2017). Contudo, o universo digital, isto é, a soma de todos os dados criados, colecionados ou replicados, tem crescido exponencialmente, resultando num aumento de complexidade no que toca ao processamento, armazenamento, gestão e segurança dos dados e da informação. O desafio para os gestores de negócios está em focar-se nos dados mais importantes e úteis através da identificação de subconjuntos de dados únicos que os possam apoiar a criar impato na experiência do consumidores e ajudar a resolver problemas complexos. A presente investigação é um caso de estudo onde o objetivo é perceber como o uso da prospeção de dados (Data Mining) pode ser usado no setor das bebidas para gerar novos insights e apoiar o processo de tomada de decisão. A metodologia usada no projeto é uma investigação exploratória que recorre a métodos mistos para obter uma visão holística do problema. O estudo consiste num questionário realizado numa empresa internacional no setor das bebidas, acompanhado por uma revisão bibliográfica sobre o tema bem como dados de relatórios específicos do setor. Os resultados não podem ser representativos da empresa e da indústria devido à baixa percentagem de respostas, mas sugerem que o setor lida com enormes volumes de dados e está a construir capacidades a nível de Big Data. Também se demonstrou que algumas empresas enfrentam dificuldades na implementação do conhecimento adquirido dentro do processo de decisão indicando necessidade de futura investigação nesta área. Este estudo sugere que através do uso de Data Mining e Big Data as empresas podem compreender melhor o ambiente que as rodeia, aumentar a velocidade de decisão e melhorar as decisões táticas e estratégicas. Para tal, as empresas devem combinar recursos humanos, técnicas analíticas, cultura organizacional e liderança para extrair conhecimento útil dos dados e melhor avaliar oportunidades, o que poderia resultar em vantagem competitiva.
Data is becoming essential in all aspect of life and it has changed how we experience people, business and our surrounding environment. Data is now being used to, among other things to develop autonomous cars, create humanoid robots, build smart cities and smart homes, develop apps, improving our day-to-day living interactions. IDC (2017) estimates that by 2025 the world data will grow to 163 zettabytes, representing ten times the 16.1ZB data generated in 2016 (Reinsel et al., 2017). However, the digital universe, defined as the sum of all data created, captured and replicated, is expanding exponentially and it has resulted in increased complexity in to process, store, manage and secure data and information. The challenge for business leaders and managers is now to focus on the most important and useful data by identifying unique subsets of data which can help them impact the consumer experience and solve complex business problems. This research project is a case study where the goal is to understand how data mining could be used in the beverage industry to generate new insights and to support the decision-making process. The research methodology used is an exploratory research which will use mixed research methods to obtain a holistic view of the problem. The study performs a representative survey in an international company within the beverage industry supplemented by an academic bibliographic review on the subject and complementing it with industry specific reports on the beverage industry from the world leading consulting firms. The results could not be representative of the company in study or the whole industry due to the low response rate, but they suggest the beverage industry is already collecting, storing and managing vast amounts of data and building big data analytics capabilities. It also shows some companies struggle to implement the insights from analytics into the tactical or strategic business decisions indicating further research should be conducted to address that. This study suggests that by using data mining and big data companies could better understand their environment, increase the speed of decisions and improve tactical and strategic decision-making. To achieve this, companies in the beverage industry should weave talent, analytical tools, organizational culture and leadership to further derive useful insights from data and to be able to better seize opportunities, which could result in competitive advantage.
Data is becoming essential in all aspect of life and it has changed how we experience people, business and our surrounding environment. Data is now being used to, among other things to develop autonomous cars, create humanoid robots, build smart cities and smart homes, develop apps, improving our day-to-day living interactions. IDC (2017) estimates that by 2025 the world data will grow to 163 zettabytes, representing ten times the 16.1ZB data generated in 2016 (Reinsel et al., 2017). However, the digital universe, defined as the sum of all data created, captured and replicated, is expanding exponentially and it has resulted in increased complexity in to process, store, manage and secure data and information. The challenge for business leaders and managers is now to focus on the most important and useful data by identifying unique subsets of data which can help them impact the consumer experience and solve complex business problems. This research project is a case study where the goal is to understand how data mining could be used in the beverage industry to generate new insights and to support the decision-making process. The research methodology used is an exploratory research which will use mixed research methods to obtain a holistic view of the problem. The study performs a representative survey in an international company within the beverage industry supplemented by an academic bibliographic review on the subject and complementing it with industry specific reports on the beverage industry from the world leading consulting firms. The results could not be representative of the company in study or the whole industry due to the low response rate, but they suggest the beverage industry is already collecting, storing and managing vast amounts of data and building big data analytics capabilities. It also shows some companies struggle to implement the insights from analytics into the tactical or strategic business decisions indicating further research should be conducted to address that. This study suggests that by using data mining and big data companies could better understand their environment, increase the speed of decisions and improve tactical and strategic decision-making. To achieve this, companies in the beverage industry should weave talent, analytical tools, organizational culture and leadership to further derive useful insights from data and to be able to better seize opportunities, which could result in competitive advantage.
Description
Keywords
Data mining Sistemas de apoio à decisão Tomada de decisões Empresas Indústria de bebidas Estudo de casos Decision support systems Decision-making process Big data analytics Actionable knowledge discovery Beverage industry
Pedagogical Context
Citation
Fernandes, Tania Regina - How can data moning support the decision-making process in the beverage industry [Em linha]. [S.l.]: [s.n.], 2019. 153 p.