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Abstract(s)
O aumento significativo da quantidade de dados criados globalmente está a tornar primordial o investimento e enfoque por parte das empresas na análise e gestão de dados e à sua transformação em informação relevante.
O e-commerce representa o que muitas empresas consideram já o mais importante canal de vendas e aquele para o qual canalizam mais investimento, não só pelo seu franco crescimento, mas também por eliminar a barreira física e geográfica do modelo de negócio tradicional. Um negócio de base digital produz diariamente um volume de dados expressivo que, quando eficazmente analisado, pode ser convertido num ativo para as organizações e numa fonte de informação valiosa para a gestão de um negócio.
O presente relatório tem como principal objetivo apresentar os mais importantes indicadores-chave de desempenho para o controlo e apoio à tomada de decisão num negócio de comércio eletrónico com especial enfoque na área do retalho. O estudo fornece conhecimentos aprofundados sobre Business Analytics numa vertente da avaliação do desempenho de um negócio e-commerce, abordando temas como sistemas de informação, dados e informação, bem como indicadores de desempenho.
A investigação levada a cabo neste trabalho tem por base um estágio realizado na Sonae MC que permitiu o contacto e interação com a realidade do comércio eletrónico de retalho e da análise de indicadores-chave de desempenho.
Este relatório conclui que a utilização de KPI e de processos de extração de informação com base em dados é fulcral e uma fonte inigualável de vantagem competitiva para as organizações.
The significant increase in the amount of data created globally is making critical for companies the investment and focus on the analysis and management of data, as well as its transformation into relevant information. For many organisations, e-commerce already represents the most important sales channel, for which most of the investment is being channeled to, not only because of its fast growing rate but also because it eliminates de physical and geographic barriers that the traditional business models face. A digital-based business produces, on a daily basis, an expressive volume of data which, when effectively analysed, can be converted into an asset for organizations and in a valuable source of information for running a business. The main objective of this work is to present the most relevant Key Performance Indicators for controling and decision-making in an e-commerce business with a focus on retail. The study provides in-depth knowledge on Business Analytics as part of the evaluation of the performance of an e-commerce business, specifically addressing topics such as Information Systems, data and information, as well as performance indicators. The research carried out in this work is based on an internship held at Sonae MC that allowed the contact and interaction with the reality of the e-commerce business of the company and with the analysis of KPI. This work concludes that the use of KPI and data-driven information extraction processes are fundamental and an unrivaled source of competitive advantage for organizations.
The significant increase in the amount of data created globally is making critical for companies the investment and focus on the analysis and management of data, as well as its transformation into relevant information. For many organisations, e-commerce already represents the most important sales channel, for which most of the investment is being channeled to, not only because of its fast growing rate but also because it eliminates de physical and geographic barriers that the traditional business models face. A digital-based business produces, on a daily basis, an expressive volume of data which, when effectively analysed, can be converted into an asset for organizations and in a valuable source of information for running a business. The main objective of this work is to present the most relevant Key Performance Indicators for controling and decision-making in an e-commerce business with a focus on retail. The study provides in-depth knowledge on Business Analytics as part of the evaluation of the performance of an e-commerce business, specifically addressing topics such as Information Systems, data and information, as well as performance indicators. The research carried out in this work is based on an internship held at Sonae MC that allowed the contact and interaction with the reality of the e-commerce business of the company and with the analysis of KPI. This work concludes that the use of KPI and data-driven information extraction processes are fundamental and an unrivaled source of competitive advantage for organizations.
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Keywords
Indicadores-chave de desempenho Comércio eletrónico Retalho Desempenho Tomada de decisão Sonae Key performance indicators E-commerce Retail Decision making