Implicações do fenômeno Big Data na tomada de decisão baseada em dados em uma cooperativa de crédito

Abstract

With the exponential growth in the volume of data to be managed and analyzed by companies in the last decades, more complexity is added to the decision making. In addition to volume, they also multiply as data sources and formats. This context acquires the contours of what is called a Big Data phenomenon. In turn, Data-Driven Decision Making has the potential to change as a business strategy; at the same time that it requires greater preparation of the professionals responsible for decision making in organizations. In this context, the objective of this research was to analyze decisionmaking practices based on data associated with the analysis of data characterized as Big Data. The method adopted was a unique, exploratory and qualitative case study, developed with a cooperative credit institution. This research revealed that the dimensions of the Big Data (Volume, Variety, Velocity, Veracity and Value) are synergistically associated with the steps of the process of extracting insights from the data for decision making (Acquisition and Registration, Extraction, Cleaning and Comments; Aggregation and Representation, Modeling and Analysis and Interpretation) in the case studied. It was also revealed that the decision-making in the data-driven context occurs considering subjective elements, such as intuition. It was also identified the presence of four filters or stages present in the process of datadriven decision making: accountability, situational factors, organizational culture and political relationship. From the results, a Data-Driven Decision-Making framework was designed for organizations that deal with data that has the dimensions of Big Data.