How data visualization tools can improve decision making processes based on customer satisfaction?

Detalhes bibliográficos
Autor(a) principal: Bento, Mariana Raquel da Silva
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/132491
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
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spelling How data visualization tools can improve decision making processes based on customer satisfaction?Business IntelligenceData Driven MarketingData VisualizationMarketing AnalyticsCustomer FeedbackDecision Making ProcessDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business IntelligenceCompanies seek to perform better using their own data to achieve sustainable competitive advantage. By enabling business intelligence tools and techniques companies can get ahead of the competition, however, even with these solutions, some questions still stand which this research aims to answer. This study aims to answer the following research question: how data visualization tools can improve decision making processes based on customer feedback? To fill this gap, this research will explore the literature on data-driven marketing and its relationship with decision making processes, while also diving on data visualization and business analytics. To improve the relevance of the study, a practical approach will also be used, using Business Intelligence tools and techniques, in particular Microsoft Power BI. The research uses real data from a major Portuguese hotel chain and aim to develop a new dashboard that can enhance the capability to improve data-driven marketing decision making, using customer data. The findings show that business intelligence and data visualization tools and techniques allow the development of dashboards with several KPI’s and measures to improve strategic decision-making process, and it allows to still have a quick and objective views of business performance and productivity, exchanging company data in competitive advantages.Pinto, Diego CostaRUNBento, Mariana Raquel da Silva2022-02-08T16:30:42Z2021-12-202021-12-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/132491TID:202946100enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:11:08Zoai:run.unl.pt:10362/132491Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:29.063466Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How data visualization tools can improve decision making processes based on customer satisfaction?
title How data visualization tools can improve decision making processes based on customer satisfaction?
spellingShingle How data visualization tools can improve decision making processes based on customer satisfaction?
Bento, Mariana Raquel da Silva
Business Intelligence
Data Driven Marketing
Data Visualization
Marketing Analytics
Customer Feedback
Decision Making Process
title_short How data visualization tools can improve decision making processes based on customer satisfaction?
title_full How data visualization tools can improve decision making processes based on customer satisfaction?
title_fullStr How data visualization tools can improve decision making processes based on customer satisfaction?
title_full_unstemmed How data visualization tools can improve decision making processes based on customer satisfaction?
title_sort How data visualization tools can improve decision making processes based on customer satisfaction?
author Bento, Mariana Raquel da Silva
author_facet Bento, Mariana Raquel da Silva
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Bento, Mariana Raquel da Silva
dc.subject.por.fl_str_mv Business Intelligence
Data Driven Marketing
Data Visualization
Marketing Analytics
Customer Feedback
Decision Making Process
topic Business Intelligence
Data Driven Marketing
Data Visualization
Marketing Analytics
Customer Feedback
Decision Making Process
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
publishDate 2021
dc.date.none.fl_str_mv 2021-12-20
2021-12-20T00:00:00Z
2022-02-08T16:30:42Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/132491
TID:202946100
url http://hdl.handle.net/10362/132491
identifier_str_mv TID:202946100
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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