Administração do Desenvolvimento de Negócios (Mestrado Profissional) - Dissertações - CCSA Higienópolis

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  • Dissertação
    Decisões gerenciais orientadas por dados no segmento bancário de alta renda
    Abrahão, Cleiton Aparecido dos Santos (2019-08-06)

    Centro de Ciências Sociais e Aplicadas (CCSA)

    The objective of this work was to introduce the data-driven decision to Itaú Per-sonnalité. Thus, an opportunity was identified, which was the use of data related to care, which had been underutilized. It was an innovative activity in the company. Initially, Itaú Unibanco and its business are presented, highlighting its strategic fronts. The historical context of Itaú Personnalité has been demonstrated since its inception, highlighting the historical moment that justifies the generation and storage of data, until the present mo-ment where the opportunity is showing. For their understanding, a proof of concept was implemented, which demonstrated the potential of the data and, subsequently, possible scenarios were listed for its use. Due to the complexity of the decision, the decision sup-port system was used SuperDecisions, (based on the mathematical principles of the AHP-Analytic Hierarchy Process) To choose the scenario, which resulted in the hiring of data scientists, in a joint program with the Technological Institute of Aeronautics (ITA). To implement the solution, we used the process CRISP-DM (CRoss Industry Standard Pro-cess for Data Mining) to validate a predictive model in the selection of potential custom-ers to offer life insurance, which demonstrated its applicability. It is estimated, thus, an operating revenue gain of R$8 million with a first strategy and a total of R$20 million for three initial projects. Finally, we conclude the work demonstrating that the introduction of data strategies in the management and decision making of Personnalité opens the pos-sibility of new applications for the data infrastructure for other segments of Itaú.