Burlamaqui, Aquiles Medeiros FilgueiraSilva, Victor André Drummond da2025-05-272025-05-272025-03-11SILVA, Victor André Drummond da. Ferramenta de geração de insights com dados do CRM para inteligência estratégica de varejo - um estudo de caso. Orientador: Dr. Aquiles Medeiros Filgueira Burlamaqui. 2025. 95f. Dissertação (Mestrado Profissional em Ciência, Tecnologia e Inovação) - Escola de Ciências e Tecnologia, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/63691This study addresses the ineffectiveness of strategic data management in Brazilian supermarkets, which results in significant financial losses and inadequate shopping experiences for consumers. The main objective was to develop a tool that uses CRM data to generate practical insights for retailers, aiming at improving decision-making and personalizing interactions with customers. The methodology employed consisted of designing, prototyping, and testing a strategic intelligence tool, combining data analysis techniques with practical application in real retail environments. The results indicated that the tool was able to transform CRM data into effective strategic actions, improving productivity and customer satisfaction, in addition to contributing to the reduction of losses. It is concluded that the adoption of data technologies, when accompanied by organizational changes and team training, can lead to substantial improvements in operational efficiency and competitiveness in the supermarket sector. This study also suggests that future research could explore the integration of advanced technologies, such as artificial intelligence, to expand the observed benefits.pt-BRAcesso AbertoCiênciaTecnologia e inovaçãoCultura da inovaçãoData DrivenNegócios tecnológicosVarejo supermercadistamasterThesisOUTROS::CIENCIAS