Decisões gerenciais orientadas por dados no segmento bancário de alta renda

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dc.contributor.advisorMedeiros Jr., Alberto de
dc.contributor.advisor1Latteshttp://lattes.cnpq.br/6763664457987822por
dc.contributor.authorAbrahão, Cleiton Aparecido dos Santos
dc.creator.Latteshttp://lattes.cnpq.br/0198559698507987por
dc.date.accessioned2019-10-30T21:28:26Z
dc.date.accessioned2020-05-28T17:54:49Z
dc.date.available2020-05-28T17:54:49Z
dc.date.issued2019-08-06
dc.description.abstractThe 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.eng
dc.description.sponsorshipBanco Itaú S.A.por
dc.formatapplication/vnd.openxmlformats-officedocument.wordprocessingml.document*
dc.identifier.citationABRAHÃO, Cleiton Aparecido dos Santos. Decisões gerenciais orientadas por dados no segmento bancário de alta renda. 2019. 63 f. Dissertação (Mestrado Profissional em Administração do Desenvolvimento de Negócios) - Universidade Presbiteriana Mackenzie, São Paulo, 2019.por
dc.identifier.urihttp://dspace.mackenzie.br/handle/10899/23052
dc.keywordsdata driven decisioneng
dc.keywordsinnovationeng
dc.keywordscomplexityeng
dc.keywordsresource based vieweng
dc.keywordsap-plicabilityeng
dc.languageporpor
dc.publisherUniversidade Presbiteriana Mackenziepor
dc.rightsAcesso Restritopor
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectdecisão orientada por dadospor
dc.subjectinovaçãopor
dc.subjectcomplexidadepor
dc.subjectvisão baseada em recursospor
dc.subjectaplicabilidadepor
dc.subject.cnpqCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESASpor
dc.titleDecisões gerenciais orientadas por dados no segmento bancário de alta rendapor
dc.typeDissertaçãopor
local.contributor.board1Silva, Leandro Augusto da
local.contributor.board2Gaspar, Marcos Antônio
local.publisher.countryBrasilpor
local.publisher.departmentCentro de Ciências Sociais e Aplicadas (CCSA)por
local.publisher.initialsUPMpor
local.publisher.programAdministração do Desenvolvimento de Negóciospor
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Administração do Desenvolvimento de Negócios (Mestrado Profissional) - Dissertações - CCSA Higienópolis