Business intelligence-centered software as the main driver to migrate from spreadsheet-based analytics

Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence Nowadays, companies are handling and managing data in a way that they weren’t ten years ago. The data deluge is, as a mere consequence of that, the constant day-to-day challenge for them - having to create agile and scalable data solutions to tackle this reality. The main trigger of this project was to support the decision-making process of a customer-centered marketing team (called Customer Voice) in the Company X by developing a complete, holistic Business Intelligence solution that goes all the way from ETL processes to data visualizations based on that team’s business needs. Having this context into consideration, the focus of the internship was to make use of BI, ETL techniques to migrate their data stored in spreadsheets — where they performed data analysis — and shift the way they see the data into a more dynamic, sophisticated, and suitable way in order to help them make data-driven strategic decisions. To ensure that there was credibility throughout the development of this project and its subsequent solution, it was necessary to make an exhaustive literature review to help me frame this project in a more realistic and logical way. That being said, this report made use of scientific literature that explained the evolution of the ETL workflows, tools, and limitations across different time periods and generations, how it was transformed from manual to real-time data tasks together with data warehouses, the importance of data quality and, finally, the relevance of ETL processes optimization and new ways of approaching data integrations by using modern, cloud architectures.