Business Intelligence como herramienta de automatización de procesos y su impacto en la eficiencia comercial en empresas de productos de consumo masivo.

Abstract

Commercial efficiency is a requirement for business activity, especially for consumer goods companies, due to the high demand for their products. Industrial expansion compels business owners to reduce costs and human error by automating various processes. In this process, business intelligence (BI) enables improved business decision-making through data- and knowledge-based support systems. This essay aimed to analyze BI as a process automation tool and its impact on commercial efficiency in consumer goods companies. The methodology employs a quantitative, applied, descriptive approach, a non-experimental design, and a cross-sectional survey, using PRONACA, a major consumer goods company in Guayaquil, as the unit of analysis. The surveyed sales executives found that they favorably perceived the quality of the system and the information it provided, as well as the perceived benefits, such as the automation of business processes, reduced time, and decreased human dependence in task coordination and execution. The information provided also facilitated business decision-making. It is concluded that there is a favorable perception regarding the use of this business tool, which allowed us to propose the implementation of a business intelligence dashboard, using the Microsoft Power BI tool.