Benefícios do uso de técnicas de mineração de dados para a inteligência competitiva das organizações

Abstract

In today's competitive marketplace, organizations seek be more intelligent based in analysis of information from its internal and external environments, in order to gain an advantage over their competitors. The Competitive Intelligence has the purpose of conducting this monitoring informational allowing companies to act in advance and reduce the risks of operation. The Decision Support Systems, which include the DataMining, has great potential to support these activities, facilitating the processing, retrieval and dissemination of management information, since the Data Mining aims to discover knowledge not implicit in databases. This paper aims to point out the benefits of using Data Mining techniques for Competitive Intelligence of organizations, checking the value of the results obtained and the costs of such a process. It sought to bring together content that enables to check whether it is worthwhile investing in such technology to support the activities of CompetitiveIntelligence. Thus, it was made first, a qualitative literature search for based the knowledge of both subjects. Then a search was made for academic papers to report the application of data mining techniques in real companies, for make a critical analysis of the collected material, in order to answer the questions of labor. It cover such issues as company size, the methodology used in the process and nature of the information generated. In the end, despite the difficulties, it was possible to point outthe benefits investigated further and make recommendations for the implementation of a successful process of knowledge discovery.