A INFLUÊNCIA DA COMUNICAÇÃO ADMINISTRATIVA INTERNA PARA O SUCESSO DE PROJETOS COM BIG DATA NAS CORPORAÇÕES BRASILEIRAS

• Ano de defesa: 2017
• Autor(a) principal: MONTEIRO, ANDRE LUÍS BETINI
• Orientador(a): Markus, Kleber
• Banca de defesa: Yanaze , Mitsuru Higuchi, Santos , Marli dos, Bueno, Wilson da Costa
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de Sao Paulo
• Programa de Pós-Graduação: Comunicacao Social
• Departamento: Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
• País: Brasil
• Palavras-chave em Português: Big Data. Marketing; Comunicação Administrativa Interna; Data Driven
• Palavras-chave em Inglês: Big Data. Marketing; Internal Administrative Communication; Data Driven
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/1803

In Brazil, Big Data – a tool for collecting and analyzing large volumes of data from many sources for the discovery of patterns and trends – still raises questions about its possibilities of application in all areas, especially in communication and marketing. For many organizations, the adoption of this aspect of the computer science area as part of their strategies still generates uncertainties, but, through what already pointed out this study, will become an increasingly common tool among professionals in the areas of communication. At the same time that marketing and communication have proven to be the areas that most appropriate Big Data as a support tool for making important corporate decisions, it has been noticed that the lack of corporate communication culture has been a obstacle in the development of projects involving Big Data, which has compromised its results. This study aims to understand how is the flow of administrative communication in some Brazilian corporations, and how much this communication influences the success of projects with decision-making based on data analysis through the Big Data tool. To achieve these objectives, this study was based on bibliographic research and semi-structured interviews with professionals of corporations directly involved with the theme of this project.