A tomada de decisão baseada em dados (Data-Driven Decision Making): relato tecnológico da implementação de um ecossistema de análise em um time comercial

Abstract

The avalanche of data that characterizes the digital era has transformed management paradigms, driving decision-making processes to evolve from individual intuition to empirical systematization. This technology report explores the practice known as Data Driven Decision Making (DDDM), which consists of guiding strategic decisions using facts, metrics, and analyses. In addition to a literature review and case study analysis, this work presents the practical experience of implementing DDDM within the commercial team of a unit of a multinational company focused on feeding dairy and beef cattle in the state of Minas Gerais and surrounding areas, which initially lacked tools for data analysis. Before the transformation, each salesperson maintained individual and non-standardized controls, without integration or automatic updates. The process began with centralizing information in Excel spreadsheets, evolving into Power BI dashboards, which transitioned from manual input to automatic updates eight times a day. Later, leadership introduced the sales funnel method (Potential, Opportunities, and Forecast), requiring the creation of a custom application via Power Apps, which now functions as a tailored CRM, replacing proactive use of Salesforce as it did not meet the unit’s specific needs. The main current challenge is consolidating a data-driven culture, ensuring that users perceive value in inputting information, especially considering that a large part of the team works in the field, requiring simple and accessible tools. The analysis indicates that, although the competitive benefits of DDDM are undeniable, its effectiveness depends on overcoming challenges such as data quality, cultural engagement, and ethical issues. It is concluded that DDDM goes beyond technology: it is a profound strategic and cultural transformation, essential for more assertive and sustainable decisions.