A INTELIGÊNCIA DE NEGÓCIOS COMO FERRAMENTA ESTRATÉGICA PARA A TOMADA DE DECISÃO: UMA ABORDAGEM TEÓRICO-EMPÍRICA SOBRE BUSINESS INTELLIGENCE

Abstract

This study aims to analyze the importance of Business Intelligence (BI) as a strategic tool in business decision-making, considering its structure, components, practical applications and organizational benefits. The research was developed through a qualitative approach, with a systematic literature review and analysis of real case studies involving companies such as Pfizer, Renault, Amazon and Coca-Cola Amatil. The data show that the adoption of BI solutions provides significant gains in operational efficiency, in the integration of data from multiple sources and in the generation of predictive insights, which are essential for the planning and execution of business strategies. It is also observed that BI enables faster, more accurate and evidence-based decisions, by transforming large volumes of data into accessible and useful information through interactive dashboards, data mining and multidimensional analysis. The study also addresses the main challenges faced by organizations, such as the need for a data-driven culture, information quality, scalability in Big Data environments and systems integration. Finally, emerging BI trends are explored, such as the incorporation of artificial intelligence, real-time analytics, cloud architectures, and self-service BI platforms, which make data analysis more accessible to different user profiles. The conclusion is that BI is an essential competitive differentiator for companies that want to stand out in an increasingly dynamic, data-driven corporate environment driven by digital transformation.