The role of big data analytics in omnichannel retailers

: the case study of an iberian-based util

Abstract

The increasing digitalisation of the energy sector has led many companies to adopt Artificial Intelligence (AI) and Big Data Analytics (BDA) tools to enhance Operational Efficiency (OE). This study investigates how these technologies are practically employed within a leading Iberian energy company, specifically exploring their roles in streamlining operational processes and supporting decision-making through digital channels. It seeks to bridge the gap between theory and practice by examining how AI and BDA tools can be effectively applied to optimise internal operations, improve service delivery, and strengthen strategic agility in the energy sector. To achieve this, a qualitative case study approach was adopted, comprising semi-structured interviews with professionals from an Iberian-based utility actively involved in AI, BDA, and OE initiatives, complemented by document analysis of internal and industry materials. Findings highlight the application of AI and BDA in digital self-service platforms, customer support automation, operational dashboards, and Robotic Process Automation (RPA). Additionally, asset and facilities management are addressed through a dedicated platform, with IoT integration enabling real-time monitoring and anomaly detection. Despite these advancements, the study also identifies several limitations, including regulatory and data privacy constraints, limited predictive maintenance capabilities, high IoT deployment costs, and integration challenges. These insights contribute to a deeper understanding of the practical barriers and opportunities related to AI and BDA adoption in energy utilities, offering guidance for future implementations.

Date of Award	9 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maria Alice Trindade (Supervisor)