Aplicação de Business Intelligence na produção de conteúdo em ativações de marcas

Abstract

The objective of this technological report is to present and describe the development and implementation process of a BI (Business Intelligence) environment, with emphasis on the construction of dashboards for content creators, who produce content for social networks (Instagram and TikTok) in real time to brand activations. As a problem, the need for content creators to improve the performance of their actions, considering the centralization of information on both platforms and a data structure that favors high performance of videos. For this, a survey of the data provided by the platforms was carried out, the context of the professional and the intention of the brand in the marketing actions were analyzed and from this, the necessary indicators were defined for the solution to fulfill its role. As a result, there was a reduction in the estimated time for data collection and analysis and an opportunity for a competitive advantage in the market for the content creator.