(2022-02-18) Simões, Rachel Albuquerque Mangueira; França, Sônia Virginia Alves; http://lattes.cnpq.br/6477581135066258; http://lattes.cnpq.br/1476668673947358
Due to the continuous advancement of Big Data and the increasing need to achieve competitive advantage in the market, organizations are facing the challenges and the importance of structured and unstructured data in the market, data has its space as the main actor on the role development of software, capable of identifying behavioral patterns of groups of clients, insights and identification of new opportunities. Thanks to this, in this work, the advantages and disadvantages, importance and challenges were raised, based on observational scientific research participant in a natural way, where data collection was necessary to obtain the information, using aspects, analyzing facts and phenomena of the object of study in question, effectively participating in the activities in order to highlight the most relevant points for organizations and society in general.
