{"id":396,"date":"2018-01-17T12:16:23","date_gmt":"2018-01-17T14:16:23","guid":{"rendered":"https:\/\/bridgeconsulting.com.br\/wonder2018\/academy\/?p=396"},"modified":"2026-05-05T09:14:14","modified_gmt":"2026-05-05T12:14:14","slug":"data-science-decisoes-de-negocio-a-partir-de-bases-de-dados","status":"publish","type":"post","link":"https:\/\/www.bridgeconsulting.com.br\/artigos\/data-science-decisoes-de-negocio-a-partir-de-bases-de-dados\/","title":{"rendered":"Data Science: Decis\u00f5es de Neg\u00f3cio a partir de Bases de Dados"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]Hoje, estamos vivendo o quarto paradigma da ci\u00eancia, que tem como principal objetivo redefinir o modo operacional da TI a fim de atender os desafios impostos pela quantidade de dados produzidos diariamente.<\/p>\n<p>Toda vez que algu\u00e9m envia uma mensagem de texto, publica uma foto no Instagram ou Facebook, clica em um link ou adquire algum produto online, est\u00e3o sendo gerados dados. Al\u00e9m disso, estima-se que, a cada dois anos, o mundo dobra a taxa com que os dados s\u00e3o produzidos.<\/p>\n<p>Como resultado das transforma\u00e7\u00f5es na ci\u00eancia e no mundo dos neg\u00f3cios, e como retorno \u00e0s demandas existentes nas organiza\u00e7\u00f5es, observamos a expans\u00e3o de uma \u00e1rea de estudo interdisciplinar e intensivamente computacional: a Ci\u00eancia de Dados (<em>Data Science<\/em>) &#8211; \u00a0que \u00e9 baseada na extra\u00e7\u00e3o de conhecimento para tomada de decis\u00e3o empresarial atrav\u00e9s de uma grande quantidade de dados, seja em Big Data, seja em um banco de dados tradicional.<\/p>\n<p>Dentre as disciplinas comportamentais necess\u00e1rias para a aplica\u00e7\u00e3o da Ci\u00eancia de Dados, pode-se incluir um conjunto de habilidades que caracterizam um \u201cprofissional unic\u00f3rnio\u201d. Isto \u00e9, um profissional multidisciplinar que deve englobar conhecimentos relacionados a <strong>Intelig\u00eancia de Neg\u00f3cio<\/strong>, <strong>Matem\u00e1tica e Estat\u00edstica<\/strong> e <strong>Ci\u00eancia da Computa\u00e7\u00e3o<\/strong>.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;2\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;472&#8243; alignment=&#8221;center&#8221; animation=&#8221;None&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]\n<p style=\"text-align: center;\">Figura: Conhecimentos multidisciplinares necess\u00e1rios para a Ci\u00eancia de Dados.<\/p>\n<p>&nbsp;<\/p>\n<p>Os cientistas de dados se direcionam aos problemas encontrados nas empresas a partir de tr\u00eas etapas, que se integram com um grande potencial de aplica\u00e7\u00e3o nos mais variados setores da economia e da sociedade:<\/p>\n<ul>\n<li><strong><em>Web scraping<\/em><\/strong><strong> e coleta de dados:<\/strong> Capacidade de automatizar a leitura de informa\u00e7\u00f5es de diferentes fontes de forma intensiva. Esta compet\u00eancia tem sido muito utilizada na coleta de dados do setor p\u00fablico com a finalidade de se detectar desvios de verbas ou ainda de verificar os gastos de governos e funda\u00e7\u00f5es.<\/li>\n<li><strong><em>Data mining<\/em><\/strong><strong> (minera\u00e7\u00e3o de dados):<\/strong> Os dados coletados s\u00e3o organizados, processados e dispostos de maneira inteligente para identifica\u00e7\u00e3o de padr\u00f5es e informa\u00e7\u00f5es relevantes. Dados ocultos s\u00e3o frequentemente descobertos nesta etapa e, com isto, \u00e9 poss\u00edvel que as empresas obtenham fortes vantagens atrav\u00e9s de um conhecimento diferenciado, em um mundo marcado pela assimetria de informa\u00e7\u00e3o.<\/li>\n<li><strong>Intelig\u00eancia Artificial e <em>Machine Learning<\/em>:<\/strong> Ap\u00f3s a identifica\u00e7\u00e3o de padr\u00f5es, as informa\u00e7\u00f5es s\u00e3o processadas por algoritmos inteligentes e robustos, capazes de aprender com os pr\u00f3prios erros ou com dados subjetivos fornecidos pelo usu\u00e1rio. Conclus\u00f5es pouco intuitivas s\u00e3o aqui geradas: novas estrat\u00e9gias e novas fontes de lucros podem ser descobertas e aprofundadas.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Data Science aplicado ao neg\u00f3cio<\/strong><\/p>\n<p>Os dados analisados permitem que empresas e organiza\u00e7\u00f5es conhe\u00e7am mais a fundo seus clientes, produtos e processos. Coletar dados, process\u00e1-los, aprender com eles, mudar e repetir: esta \u00e9 a receita b\u00e1sica para aplicar Data Science nas corpora\u00e7\u00f5es.<\/p>\n<p>Dentre os diversos casos de utiliza\u00e7\u00e3o de Data Science para modifica\u00e7\u00e3o da estrat\u00e9gia do neg\u00f3cio alguns se destacam, como o caso do maior site de e-commerce do mundo &#8211;\u00a0 Amazon -, da Netflix e at\u00e9 mesmo de um departamento de pol\u00edcia de Memphis.<\/p>\n<p>A Amazon deu in\u00edcio ao projeto de recomenda\u00e7\u00e3o de produtos para o cliente durante os anos 1990. Para isto, mapearam os perfis dos clientes a partir da base de dados existente e, atrav\u00e9s de an\u00e1lises estat\u00edsticas, conseguiram sugerir outros itens de compra para aquele determinado perfil. Um estudo do Gartner mostra que 15-20% do neg\u00f3cio da Amazon \u00e9 proveniente da recomenda\u00e7\u00e3o de produto.<\/p>\n<p>A Netflix, que, hoje, domina o mercado VOD (Video On Demand), utiliza Data Science para analisar e propor algoritmos que personalizem o atendimento e o conte\u00fado, analisem melhores dispositivos e conhe\u00e7am os h\u00e1bitos dos clientes. Al\u00e9m disso, conseguem identificar nichos de perfis que sejam aderentes a determinados conte\u00fados, muitas vezes rejeitados por diversas emissoras de TV, como ocorreu com a <a href=\"https:\/\/www.tecmundo.com.br\/internet\/131307-analise-dados-netflix-construiu-sucesso-empresa.htm\" target=\"_blank\" rel=\"noopener noreferrer\">s\u00e9rie \u201cStranger Things\u201d rejeitada por, pelo menos, 15 emissoras antes de ser acolhida pela Netflix.<\/a><\/p>\n<p>J\u00e1 o departamento de intelig\u00eancia de pol\u00edcia de Memphis, nos Estados Unidos, utilizou o Data Science para analisar dados dos crimes recorrentes na cidade. Ap\u00f3s verificarem uma crescente taxa de criminalidade e utilizarem o Data Science para analisar os dados dos crimes, foi poss\u00edvel avaliar os riscos de seguran\u00e7a p\u00fablica e tomar decis\u00f5es inteligentes sobre a implanta\u00e7\u00e3o de pessoal, al\u00e9m de descobrir rela\u00e7\u00f5es ocultas nos dados e gerar previs\u00f5es de crime. A aplica\u00e7\u00e3o desta tecnologia ajudou na queda de 35% de homic\u00eddios na cidade e de 20% de assaltos e o ROI (<em>Return on Investiments<\/em>) da solu\u00e7\u00e3o foi estimado em 863%, segundo artigo publicado pelo Gartner.<\/p>\n<p>\u00c9 evidente que o campo de Ci\u00eancia de Dados vem se tornando cada vez mais importante. De acordo com a IBM, essa tecnologia ter\u00e1 sua demanda aumentada em 28% at\u00e9 2020. O contexto competitivo \u00e9 simples: se uma organiza\u00e7\u00e3o toma decis\u00f5es sem analisar dados e seu concorrente opta por estrat\u00e9gias baseadas na identifica\u00e7\u00e3o de padr\u00f5es e an\u00e1lises de dados, h\u00e1 maior probabilidade de o concorrente obter melhores resultados. Nesse contexto, as organiza\u00e7\u00f5es que entenderem a necessidade de aplicar esta tecnologia de acordo com a demanda do neg\u00f3cio estar\u00e3o inseridas no n\u00facleo do novo modelo de mercado, apresentando resultados mais representativos.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/6&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;14702&#8243; alignment=&#8221;&#8221; animation=&#8221;None&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;5\/6&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]<b>Adriana Nardi<\/b>\u00a0\u00e9 Engenheira Qu\u00edmica pela PUC\u00a0(RJ) e consultora na <a href=\"https:\/\/bridgeconsulting.com.br\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bridge Consulting<\/a>. Atua na Gest\u00e3o Or\u00e7ament\u00e1rio e\u00a0de\u00a0Portf\u00f3lio da TI\u00a0em clientes do setor privado.[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]Hoje, estamos vivendo o quarto paradigma da ci\u00eancia, que tem&#8230;<\/p>\n","protected":false},"author":6,"featured_media":397,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-396","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - 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