Desafios para implantação de business intelligence em uma distribuidora farmacêutica do interior potiguar

Abstract

This study addressed the cultural and technological challenges of implementing business intelligence at a pharmaceutical distributor in Caicó, a city in the interior of the state of Rio Grande do Norte. For this case study, in addition to direct participant observation of the technological infrastructure, a questionnaire based on a data culture maturity model was administered, and an assessment was conducted to classify the company's analytical maturity. To this end, the research participants were divided into groups, where the most positive perceptions came from the purchasing and telesales groups, while autonomous sales representatives presented a more critical view due to external challenges in data search and discovery. The analytical maturity assessment classified the distributor under study in the "Established" stage, this being the third of five stages. At this stage, it is considered that the technology and business sectors already cooperate and use reports and dashboards for data analytics. Considering the real-world context of this work, it contributed academically to the understanding of the specific challenges of business intelligence implementation and reinforced the application of analytical and data culture maturity models, providing a basis for future research and improvements. In practical terms, the study offered a diagnosis for the company under study, identifying the priority challenges for such an implementation based on areas for improvement. It was concluded that the main data culture challenges lie in the dimensions of data search and discovery and data literacy, while the main limiting factor for advancing to the next stage of analytical maturity is the data infrastructure.