Business Intelligence (BI), a term first mentioned in 1865 by Richard Millar Devens, is a set of processes, technologies, and knowledge acquired from analyzing and transforming raw data into actionable insights. The analysis and the data visualization performed help businesses make informed decisions and gain a competitive advantage. BI typically involves the use of software tools to extract, transform, and load data from disparate sources into a data warehouse, where it can be analyzed using various analytical and statistical techniques. This data is then presented to decision-makers in the form of dashboards, reports, or other visualizations that enable them to identify trends, patterns, and opportunities for improvement. This dissertation, which was carried out during an internship at the marketing agency SA365, focuses on particularizing two BI tools, namely Looker Studio and Power BI, conducting a comprehensive comparison between these software, and creating a practical example of an improved report using Power BI. The results of this project conclude that Power BI is a more versatile and complex tool, capable of performing a broader range of data analysis and could be considered a viable alternative to the program currently used at SA365.
Date of Award | 17 Jul 2023 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Maria Alice Moreira Trindade (Supervisor) |
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- Business intelligence
- Data visualization
- Looker studio
- Power BI
The importance of BI in a marketing agency: comparison between looker and Power BI
Mano, M. M. C. D. L. (Student). 17 Jul 2023
Student thesis: Master's Thesis