Digital transformation: BI tools integration with CRM and sales data

Detalhes bibliográficos
Autor(a) principal: Castro, João Pedro Arouca de
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10773/37226
Resumo: In recent years, technological advancements and the escalating volume of data generated have encouraged companies to adopt new and improved management procedures, supported by business software able to accommodate this new reality. Business Intelligence (BI) tools serve this purpose, with the goal of providing businesses with the ability to extract useful information from available data, enabling them to position themselves in the target market with a greater understanding of the challenges and what can be done to achieve better results. BI involves the collection, processing, cleansing, and storage of data, as well as the implementation of analytical tools. Following this, as part of a comprehensive Digital Transformation (DT) project, Amorim, in particular the Amorim Cork SGPS (AC-SGPS) business unit, has observed a constant increase in the data flow and volume, as well as a growing need to maximize data utility. Consequently, one of the Amorim’s primary objectives is to invest in BI tools that support and simplify data analysis. In this context, the primary objective of my internship project was to integrate data from a CRM tool and the currently implemented ERP system into PowerBI (PBI) in order to facilitate the analysis of existing data. The project was divided into two case studies - Customer Service departments and Commercial departments of two Amorim group companies - where the PBI was implemented independently. Each case began with an analysis of the department’s data structure, followed by the collection of initial requirements from stakeholders, and concluded with the development and implementation of the solution. Special attention was deposited on the continuous participation of stakeholders throughout the development process so that they could make optimal use of the BI tools after implementation. Subsequently, a survey was conducted with the end users in order to collect and analyze the results and inquire the added value to the covered companies. According to the members of the departments, the new access to information is clearly superior to the methods previously used, as it makes the information easier to locate and contributes to a more independent and productive method of working. In addition, the significance of implementing this type of tool for monitoring and correcting processes from a factual and quantifiable data perspective while supporting the decision-making process was emphasized. Consequently, it is anticipated that the project will contribute, on the one hand, to a reduction in costs, as a result of increased productivity and a faster and more effective decision-making process, and, on the other hand, to an increase in revenues and profits, as a result of increased customer retention and attraction, as well as greater user satisfaction and motivation. Together, these contributions are intrinsically linked to the success of AC-SGPS’s multi-departmental DT project’s business strategy and long-term objectives.
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spelling Digital transformation: BI tools integration with CRM and sales dataBusiness intelligenceETLPowerBIReportingCRMERPIn recent years, technological advancements and the escalating volume of data generated have encouraged companies to adopt new and improved management procedures, supported by business software able to accommodate this new reality. Business Intelligence (BI) tools serve this purpose, with the goal of providing businesses with the ability to extract useful information from available data, enabling them to position themselves in the target market with a greater understanding of the challenges and what can be done to achieve better results. BI involves the collection, processing, cleansing, and storage of data, as well as the implementation of analytical tools. Following this, as part of a comprehensive Digital Transformation (DT) project, Amorim, in particular the Amorim Cork SGPS (AC-SGPS) business unit, has observed a constant increase in the data flow and volume, as well as a growing need to maximize data utility. Consequently, one of the Amorim’s primary objectives is to invest in BI tools that support and simplify data analysis. In this context, the primary objective of my internship project was to integrate data from a CRM tool and the currently implemented ERP system into PowerBI (PBI) in order to facilitate the analysis of existing data. The project was divided into two case studies - Customer Service departments and Commercial departments of two Amorim group companies - where the PBI was implemented independently. Each case began with an analysis of the department’s data structure, followed by the collection of initial requirements from stakeholders, and concluded with the development and implementation of the solution. Special attention was deposited on the continuous participation of stakeholders throughout the development process so that they could make optimal use of the BI tools after implementation. Subsequently, a survey was conducted with the end users in order to collect and analyze the results and inquire the added value to the covered companies. According to the members of the departments, the new access to information is clearly superior to the methods previously used, as it makes the information easier to locate and contributes to a more independent and productive method of working. In addition, the significance of implementing this type of tool for monitoring and correcting processes from a factual and quantifiable data perspective while supporting the decision-making process was emphasized. Consequently, it is anticipated that the project will contribute, on the one hand, to a reduction in costs, as a result of increased productivity and a faster and more effective decision-making process, and, on the other hand, to an increase in revenues and profits, as a result of increased customer retention and attraction, as well as greater user satisfaction and motivation. Together, these contributions are intrinsically linked to the success of AC-SGPS’s multi-departmental DT project’s business strategy and long-term objectives.Nos últimos anos, os avanços tecnológicos e a crescente quantidade de dados gerados levaram as empresas a adotar novos e melhores procedimentos de gestão, apoiados por software empresarial com capacidade de fazer frente a esta nova realidade. É aqui que entram as ferramentas de Business Intelligence (BI), com o objetivo de proporcionar às empresas a capacidade de extrair informação útil dos dados disponíveis, permitindo que se posicionem no mercado alvo com uma maior compreensão dos desafios e do que pode ser feito para alcançar melhores resultados. BI engloba métodos de recolha, tratamento, limpeza e armazenamento de dados e a implementação de ferramentas analíticas. Neste seguimento, como parte de um projeto abrangente de Transformação Digital (TD), a Amorim, e em particular a unidade de negócios Amorim Cork SGPS (AC-SGPS), tem notado um aumento constante no fluxo e volume de dados, associado a uma necessidade crescente de tirar o máximo partido dos mesmos. Consequentemente, um dos principais objetivos do grupo Amorim passa pelo investimento em ferramentas de BI que tornem a análise de dados mais fácil e intuitiva. Neste contexto, o foco do meu projeto de estágio passou pela integração de dados de uma ferramenta CRM e do sistema ERP, atualmente implementados, com Power BI (PBI), a fim de simplificar e melhorar a análise da informação existente. O projeto foi dividido em dois casos de estudo - departamentos de Serviço de Apoio ao Cliente e departamentos Comerciais de duas empresas do grupo Amorim -, onde a implementação do PBI foi realizada separadamente. Para cada caso, começou-se por realizar uma análise da estrutura de dados da empresa, tendo-se seguido uma recolha de requisitos iniciais dos stakeholders, culminando com o seu desenvolvimento e implementação. Durante todo o processo de desenvolvimento, foi dada prioridade à participação constante dos stakeholders para que, numa fase pós-implementação, pudessem fazer o melhor uso possível das ferramentas BI. Posteriormente foi realizado um inquérito aos utilizadores como forma de recolher e analisar os resultados e averiguar o valor acrescentado às empresas abrangidas. De um ponto de vista geral, segundo os membros dos departamentos, o novo acesso à informação é claramente superior aos métodos utilizados até então, tornando-a mais fácil de encontrar e consequentemente contribuindo para um método de trabalho mais independente e produtivo. Foi também salientada a importância da implementação deste tipo de ferramenta na monitorização e correção de processos a partir de uma perspetiva factual e quantificável dos dados, ao mesmo tempo que apoia o processo de tomada de decisão. Por conseguinte, prevê-se que o projeto venha a contribuir, por um lado para uma redução dos custos, resultante de uma maior produtividade e de um processo de tomada de decisão mais rápido e eficaz, e por outro lado para um aumento das receitas e dos lucros, como resultado de uma maior retenção e atracão de clientes, a par de uma maior satisfação e motivação dos utilizadores. Estas contribuições, no seu conjunto, estão intrinsecamente ligadas ao sucesso da estratégia empresarial e dos objetivos a longo prazo definidos no projeto multidepartamental de TD da AC-SGPS.2023-04-20T13:15:53Z2022-12-13T00:00:00Z2022-12-13info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10773/37226engCastro, João Pedro Arouca deinfo: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:RCAAP2024-02-22T12:11:28Zoai:ria.ua.pt:10773/37226Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:07:43.211197Repositório 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 Digital transformation: BI tools integration with CRM and sales data
title Digital transformation: BI tools integration with CRM and sales data
spellingShingle Digital transformation: BI tools integration with CRM and sales data
Castro, João Pedro Arouca de
Business intelligence
ETL
PowerBI
Reporting
CRM
ERP
title_short Digital transformation: BI tools integration with CRM and sales data
title_full Digital transformation: BI tools integration with CRM and sales data
title_fullStr Digital transformation: BI tools integration with CRM and sales data
title_full_unstemmed Digital transformation: BI tools integration with CRM and sales data
title_sort Digital transformation: BI tools integration with CRM and sales data
author Castro, João Pedro Arouca de
author_facet Castro, João Pedro Arouca de
author_role author
dc.contributor.author.fl_str_mv Castro, João Pedro Arouca de
dc.subject.por.fl_str_mv Business intelligence
ETL
PowerBI
Reporting
CRM
ERP
topic Business intelligence
ETL
PowerBI
Reporting
CRM
ERP
description In recent years, technological advancements and the escalating volume of data generated have encouraged companies to adopt new and improved management procedures, supported by business software able to accommodate this new reality. Business Intelligence (BI) tools serve this purpose, with the goal of providing businesses with the ability to extract useful information from available data, enabling them to position themselves in the target market with a greater understanding of the challenges and what can be done to achieve better results. BI involves the collection, processing, cleansing, and storage of data, as well as the implementation of analytical tools. Following this, as part of a comprehensive Digital Transformation (DT) project, Amorim, in particular the Amorim Cork SGPS (AC-SGPS) business unit, has observed a constant increase in the data flow and volume, as well as a growing need to maximize data utility. Consequently, one of the Amorim’s primary objectives is to invest in BI tools that support and simplify data analysis. In this context, the primary objective of my internship project was to integrate data from a CRM tool and the currently implemented ERP system into PowerBI (PBI) in order to facilitate the analysis of existing data. The project was divided into two case studies - Customer Service departments and Commercial departments of two Amorim group companies - where the PBI was implemented independently. Each case began with an analysis of the department’s data structure, followed by the collection of initial requirements from stakeholders, and concluded with the development and implementation of the solution. Special attention was deposited on the continuous participation of stakeholders throughout the development process so that they could make optimal use of the BI tools after implementation. Subsequently, a survey was conducted with the end users in order to collect and analyze the results and inquire the added value to the covered companies. According to the members of the departments, the new access to information is clearly superior to the methods previously used, as it makes the information easier to locate and contributes to a more independent and productive method of working. In addition, the significance of implementing this type of tool for monitoring and correcting processes from a factual and quantifiable data perspective while supporting the decision-making process was emphasized. Consequently, it is anticipated that the project will contribute, on the one hand, to a reduction in costs, as a result of increased productivity and a faster and more effective decision-making process, and, on the other hand, to an increase in revenues and profits, as a result of increased customer retention and attraction, as well as greater user satisfaction and motivation. Together, these contributions are intrinsically linked to the success of AC-SGPS’s multi-departmental DT project’s business strategy and long-term objectives.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-13T00:00:00Z
2022-12-13
2023-04-20T13:15:53Z
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