{"id":3792,"date":"2021-11-16T16:44:09","date_gmt":"2021-11-16T15:44:09","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=3792"},"modified":"2021-11-16T16:49:26","modified_gmt":"2021-11-16T15:49:26","slug":"data-analytics-importancia-dados-para-o-sucesso","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/data-analytics-importancia-dados-para-o-sucesso\/","title":{"rendered":"Data Analytics: a import\u00e2ncia dos dados para o sucesso"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Num mundo cada vez mais digitalizado, muito gra\u00e7as \u00e0 acelera\u00e7\u00e3o provocada pela pandemia COVID-19, nasce uma nova era em que a tecnologia e a informa\u00e7\u00e3o desempenham um papel crucial no dia-a-dia de cada um de n\u00f3s. Para qualquer empresa, a influ\u00eancia do consumo de dados e informa\u00e7\u00e3o neste ambiente digital aumentou imenso devido \u00e0s restri\u00e7\u00f5es de mobilidade causadas pela pandemia. \u00c0 medida que as empresas aprendem a adaptar-se a esta nova era, o surgimento de informa\u00e7\u00e3o e dados (<em>data<\/em>) nunca p\u00e1ra e, ao contr\u00e1rio do que se possa pensar, esta mudan\u00e7a veio para ficar. Apenas com recurso a Data Analytics \u00e9 poss\u00edvel analisar e transformar todos estes dados em informa\u00e7\u00e3o valiosa para a tomada de decis\u00e3o. Descubra abaixo qual o impacto que a pandemia COVID-19 teve na cria\u00e7\u00e3o de dados e como aproveitar este tipo de informa\u00e7\u00e3o em benef\u00edcio do seu neg\u00f3cio.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u00abN\u00e3o h\u00e1 momentos perfeitos para implementar uma estrat\u00e9gia de dados e as empresas devem come\u00e7ar o quanto antes, para terem capacidade de adapta\u00e7\u00e3o \u00e0s adversidades e come\u00e7arem a ver os benef\u00edcios\u00bb.<\/p><cite><p>&#8211; Lu\u00eds Gon\u00e7alves, AI Director Noesis- <a href=\"https:\/\/www.youtube.com\/watch?v=ErB5yXkoyWg&amp;t=49s\" target=\"_blank\" rel=\"noreferrer noopener\">Webtalk 4.\u00aa edi\u00e7\u00e3o do Lisbon Data &amp; AI Forum<\/a><\/p><\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Dados: At\u00e9 que ponto \u00e9 que os dados evolu\u00edram depois da pandemia?<\/strong><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Cerca de 59% da popula\u00e7\u00e3o mundial tem acesso \u00e0 Internet e cerca de 4,57 bilh\u00f5es de pessoas s\u00e3o utilizadores ativos.<\/p><cite>&#8211; <a href=\"https:\/\/www.datacenterworld.com\/sites\/default\/files\/AFCOM_State%20of%20the%20Data%20Center_FINAL_2021_5-10-21.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">The State of the Data Center Report<\/a><\/cite><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Estamos perante uma nova era em que n\u00e3o s\u00e3o apenas as grandes empresas privadas, como o Facebook ou a Amazon, que possuem dados. Os governos j\u00e1 utilizam dados, como por exemplo, atrav\u00e9s da app de rastreamento para a COVID-19, que alerta as pessoas se estiveram pr\u00f3ximas de algu\u00e9m que esteja infetado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Isto mostra que a tend\u00eancia para todo este mundo dos dados e informa\u00e7\u00e3o \u00e9 para que n\u00e3o haja qualquer desacelera\u00e7\u00e3o no crescimento. \u00c9 expect\u00e1vel que este crescimento continue visto que os dados s\u00e3o gerados continuamente atrav\u00e9s de cliques em an\u00fancios, partilhas nas redes sociais, transa\u00e7\u00f5es, viagens, conte\u00fado de streaming, entre outros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comparando o per\u00edodo pr\u00e9-COVID com o momento que atravessamos atualmente, muita coisa mudou:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Em 2019 apenas cerca de 5% dos portugueses trabalhavam regularmente em regime remoto. Em 2020 este n\u00famero aumentou para 13%. (<a href=\"https:\/\/www.dn.pt\/dinheiro\/teletrabalho-recua-mas-poderia-chegar-ate-35-do-emprego-14167456.html\" target=\"_blank\" rel=\"noreferrer noopener\">Eurofound &amp; Centro de Investiga\u00e7\u00e3o Comum da Comiss\u00e3o Europeia<\/a>)<\/li><li>Cerca de 1 em cada 3 portugueses tem uma fun\u00e7\u00e3o profissional que \u00e9 compat\u00edvel com o trabalho remoto (aproximadamente 35% em 2020). Embora as empresas se estejam a reorganizar para se adaptar a um \u201cnovo normal\u201d, \u00e9 expect\u00e1vel que a tend\u00eancia de crescimento do trabalho remoto se mantenha nos pr\u00f3ximos anos. (<a href=\"https:\/\/www.dn.pt\/dinheiro\/teletrabalho-recua-mas-poderia-chegar-ate-35-do-emprego-14167456.html\" target=\"_blank\" rel=\"noreferrer noopener\">Eurofound &amp;Centro de Investiga\u00e7\u00e3o Comum da Comiss\u00e3o Europeia<\/a>)<\/li><li>A empresa de videoconfer\u00eancia Zoom aumentou significativamente o seu n\u00famero de utilizadores. Enquanto que antes da pandemia a empresa tinha cerca de 10 milh\u00f5es de utilizadores, em Mar\u00e7o de 2020 este n\u00famero aumentou para mais de 200 milh\u00f5es. (<a href=\"https:\/\/venturebeat.com\/2020\/04\/02\/zooms-daily-active-users-jumped-from-10-million-to-over-200-million-in-3-months\/\" target=\"_blank\" rel=\"noreferrer noopener\">Venture Beat<\/a>)<\/li><li>Depois do in\u00edcio da pandemia, o WhatsApp, empresa detida pelo Facebook, viu um aumento de 40% na sua utiliza\u00e7\u00e3o. (<a href=\"https:\/\/techcrunch.com\/2020\/03\/26\/report-whatsapp-has-seen-a-40-increase-in-usage-due-to-covid-19-pandemic\/\" target=\"_blank\" rel=\"noreferrer noopener\">TechCrunch<\/a>)<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quantos dados s\u00e3o gerados por minuto?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tendo em conta tudo o que foi referido anteriormente, conseguimos perceber facilmente que novos dados s\u00e3o gerados a cada minuto. De modo a conseguirmos ter uma perce\u00e7\u00e3o mais realista da quantidade de dados e informa\u00e7\u00e3o gerada por minuto h\u00e1 que ter em considera\u00e7\u00e3o os seguintes dados:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>No YouTube s\u00e3o carregadas <strong>500 horas de v\u00eddeo<\/strong>, por minuto.<\/li><li>O Tiktok \u00e9 instalado cerca de <strong>2 704 vezes<\/strong>, por minuto.<\/li><li>O Spotify adiciona cerca de <strong>28 m\u00fasicas<\/strong> \u00e0 sua biblioteca, por minuto.<\/li><li>No Instagram, s\u00e3o feitas <strong>347 222 publica\u00e7\u00f5es<\/strong> nas hist\u00f3rias e s\u00e3o abertos <strong>138.889 an\u00fancios<\/strong>, por minuto.<\/li><li>No Facebook s\u00e3o publicadas <strong>147 000 fotos<\/strong>, por minuto.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Data Analytics: Como usar toda esta informa\u00e7\u00e3o?<\/strong><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u00abN\u00e3o basta recolher e acumular dados, \u00e9 preciso transform\u00e1-los em insights com valor.\u00bb<\/p><cite><p>&#8211; Rui Ramos, Head of Advanced Data Solutions da Super Bock Group &#8211; <a href=\"https:\/\/www.youtube.com\/watch?v=ErB5yXkoyWg&amp;t=49s\" target=\"_blank\" rel=\"noreferrer noopener\">Webtalk 4.\u00aa edi\u00e7\u00e3o do Lisbon Data &amp; AI Forum<\/a><\/p><\/cite><\/blockquote>\n\n\n\n<h4 class=\"wp-block-heading\">1. Personalizar a experi\u00eancia do cliente<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Atrav\u00e9s de Data Analytics as empresas podem obter insights sobre o comportamento e prefer\u00eancias dos seus clientes forma a fornecer uma experi\u00eancia mais personalizada a cada um deles.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Informar os decisores<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">As empresas podem usar a an\u00e1lise de dados para orientar as decis\u00f5es de neg\u00f3cios e minimizar as perdas financeiras. A an\u00e1lise preditiva pode sugerir o que poder\u00e1 acontecer caso haja mudan\u00e7as nos neg\u00f3cios, e a an\u00e1lise prescritiva pode indicar como a empresa dever\u00e1 reagir a essas mudan\u00e7as.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">3. Simplificar opera\u00e7\u00f5es<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Atrav\u00e9s da an\u00e1lise de dados, as empresas podem melhorar a efici\u00eancia operacional. Recolher e analisar dados sobre a cadeia de abastecimento pode mostrar onde \u00e9 originam os atrasos ou percal\u00e7os de produ\u00e7\u00e3o e ajudar a prever onde podem surgir problemas futuros.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">4. Diminuir os riscos<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Em rela\u00e7\u00e3o aos riscos, a an\u00e1lise de dados permite que as empresas percebam que riscos existem e qual a melhor maneira de os evitar. Por exemplo, uma rede de lojas poderia executar um modelo de propens\u00e3o &#8211; um modelo estat\u00edstico que prever a\u00e7\u00f5es ou eventos futuros &#8211; para determinar quais das suas lojas correm o maior risco de roubo. Ap\u00f3s a an\u00e1lise, a empresa pode ent\u00e3o usar esses dados para determinar a quantidade de seguran\u00e7a necess\u00e1ria nas lojas, ou mesmo se deve desinvestir em algum local.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u00abA grande li\u00e7\u00e3o desta pandemia, em especial para o sector das TI, \u00e9 que \u00e9 preciso investir em dados e na qualidade dos mesmos.\u00bb<\/p><cite><p>&#8211; Lu\u00eds Gon\u00e7alves, AI Director Noesis &#8211; <a href=\"https:\/\/www.youtube.com\/watch?v=ErB5yXkoyWg&amp;t=49s\" target=\"_blank\" rel=\"noreferrer noopener\">Webtalk 4.\u00aa edi\u00e7\u00e3o do Lisbon Data &amp; AI Forum<\/a><span style=\"color: initial;\"> <\/span><\/p><\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Como garantir o sucesso na An\u00e1lise de Dados?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A gest\u00e3o de informa\u00e7\u00e3o e de dados dentro de uma organiza\u00e7\u00e3o deve ser levada a cabo por profissionais e \u00e9 neste ponto que a Liminal pode ajudar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Liminal \u00e9 especialista em Data Analytics de Marketing e Vendas e por isso mesmo tem todos os conhecimentos necess\u00e1rios para, atrav\u00e9s da implementa\u00e7\u00e3o de plataformas CRM e Automa\u00e7\u00e3o de Marketing e Vendas, tornar poss\u00edvel a recolha de dados e insights que permitam desenvolver um conhecimento profundo dos seus clientes, que simplifiquem opera\u00e7\u00f5es e que se traduzam em experi\u00eancias mais personalizadas ao longo de toda a jornada de decis\u00e3o. <a href=\"https:\/\/liminal.pt\/diagnostico\/\" target=\"_blank\" rel=\"noreferrer noopener\">Descubra agora como podemos ajudar a sua empresa.<\/a><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><a href=\"https:\/\/liminal.pt\/diagnostico\/\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" 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<\/p>\n","protected":false},"author":2,"featured_media":3796,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[49],"tags":[234,237,1138,30,56],"class_list":["post-3792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analitica-de-marketing","tag-analitica","tag-covid-19","tag-data-analytics","tag-experiencia-do-consumidor","tag-web-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Data Analytics: a import\u00e2ncia dos dados para o sucesso | Liminal<\/title>\n<meta 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