Comparativo de crescimento de receita de varejistas que utilizam o big data analytics versus o crescimento de receita médio do setor, ambos com atuação nacional

Abstract

The global economic environment is challenging and competitive, companies need to pay attention to the constant and dynamic changes that occur in the environment in which they operate to support it all becomes useful. In this context technological resources are fundamental in creating competitive advantage, among the technological tools that create value we have the big data that together with the techniques of analytics has the capacity to generate operational efficiency as well as differentiation in terms of products and customized consumption experiences for the client's portfolio of companies, especially in the retail market that directly serves the final consumers. The objective of this work is to evaluate the potential of competitive differentiation that big data analytics can generate by increasing the revenue of national retailers that use it in relation to the average of the retail trade. Focusing on this objective was developed a theoretical basis on the big data, analytics, big data analytcs, data scientist, market, competitive advantage and nominal retail sales revenue index published by IBGE. As a research method, the case study will be used to compare the revenue growth information of the selected retailers using big data analytics with the average growth of the retail market represented by the variation of the nominal revenue index in retail published by IBGE (sic).