Digital transformation: BI tools integration with CRM and sales data

• 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
• topic: Business intelligence; ETL; PowerBI; Reporting; CRM; ERP

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.