{"id":26104,"date":"2025-02-03T16:11:53","date_gmt":"2025-02-03T10:41:53","guid":{"rendered":"https:\/\/www.verdantis.com\/?p=26104"},"modified":"2026-02-16T12:58:17","modified_gmt":"2026-02-16T07:28:17","slug":"cliente","status":"publish","type":"post","link":"https:\/\/www.verdantis.com\/pt\/gestao-de-dados-mestre\/cliente\/","title":{"rendered":"Gest\u00e3o dos dados mestre dos clientes"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"26104\" class=\"elementor elementor-26104\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6ba27336 e-flex e-con-boxed e-con e-parent\" data-id=\"6ba27336\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-383d71e1 elementor-widget elementor-widget-text-editor\" data-id=\"383d71e1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A Gest\u00e3o de Dados Mestres de Clientes (CMDM) \u00e9 uma fun\u00e7\u00e3o essencial para as empresas que pretendem manter um registo preciso, unificado e estruturado dos seus clientes. Constitui a espinha dorsal de v\u00e1rias fun\u00e7\u00f5es empresariais, incluindo vendas, marketing, finan\u00e7as e apoio ao cliente. A m\u00e1 gest\u00e3o dos dados dos clientes pode conduzir a inefici\u00eancias, perda de receitas, riscos de conformidade e experi\u00eancias negativas para os clientes.<\/p><p><a href=\"https:\/\/www.verdantis.com\/customer-master-data-solutions\/\">Solu\u00e7\u00f5es para dados mestre de clientes<\/a> foram concebidas para dar resposta a estes desafios, disponibilizando plataformas centralizadas e ferramentas inteligentes que garantem a consist\u00eancia, eliminam as duplicatas e permitem a sincroniza\u00e7\u00e3o de dados em tempo real entre sistemas. Estas solu\u00e7\u00f5es ajudam as organiza\u00e7\u00f5es a estabelecer uma fonte \u00fanica de informa\u00e7\u00e3o sobre os clientes, melhorando a tomada de decis\u00f5es e refor\u00e7ando o envolvimento dos clientes em todos os pontos de contacto.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6405df8 elementor-widget elementor-widget-text-editor\" data-id=\"6405df8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Com a transforma\u00e7\u00e3o digital, as empresas devem adotar um sistema de dados mestre de clientes mais estruturado, em tempo real e acess\u00edvel. Uma base de dados mestre de clientes bem gerida permite a elabora\u00e7\u00e3o de relat\u00f3rios precisos, opera\u00e7\u00f5es simplificadas, experi\u00eancias personalizadas para os clientes e uma melhor conformidade regulamentar.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6592cf elementor-widget elementor-widget-heading\" data-id=\"f6592cf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\" id=\"customer-master-data-model\">Modelo de dados mestre do cliente<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26953b0 elementor-widget elementor-widget-text-editor\" data-id=\"26953b0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Um Modelo de Dados Mestres do Cliente \u00e9 uma estrutura organizada que armazena informa\u00e7\u00f5es essenciais sobre um cliente. Foi concebido para proporcionar uma vis\u00e3o \u00fanica, unificada e precisa do cliente em v\u00e1rios departamentos e aplica\u00e7\u00f5es.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1eef68 elementor-widget elementor-widget-heading\" data-id=\"b1eef68\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"key-attributes-of-a-customer-master-data-model\">Principais caracter\u00edsticas de um modelo de dados mestre de clientes<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0fbbd0a elementor-widget elementor-widget-heading\" data-id=\"0fbbd0a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"basic-customer-information\">Informa\u00e7\u00f5es b\u00e1sicas sobre o cliente:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7cdb306 elementor-widget elementor-widget-text-editor\" data-id=\"7cdb306\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul data-spread=\"false\" data-pm-slice=\"3 3 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:1146,&quot;end&quot;:2074},&quot;regular_list_item&quot;,{&quot;start&quot;:1146,&quot;end&quot;:1395}]\"><li><p>ID do cliente \u2013 Um identificador \u00fanico atribu\u00eddo a um registo \u00fanico de cliente<\/p><\/li><li><p>Nome (Nome pr\u00f3prio, Nome do meio, Apelido \/ Nome da empresa) \u2013 Nome pr\u00f3prio e apelido<\/p><\/li><li><p>Nome da empresa \u2013 Aplic\u00e1vel apenas a clientes B2B\u00a0 \u00a0<\/p><\/li><li><p>Tipo de cliente (Particular, Empresa, Administra\u00e7\u00e3o P\u00fablica, Organiza\u00e7\u00e3o sem fins lucrativos)<\/p><\/li><li><p>Informa\u00e7\u00f5es de contacto (telefone, e-mail, site)<\/p><\/li><li><p>Endere\u00e7os de fatura\u00e7\u00e3o e de entrega<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fee266 elementor-widget elementor-widget-heading\" data-id=\"5fee266\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"financial-credit-data\">Dados financeiros e de cr\u00e9dito<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aba5df7 elementor-widget elementor-widget-text-editor\" data-id=\"aba5df7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul data-spread=\"false\" data-pm-slice=\"3 3 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:1146,&quot;end&quot;:2074},&quot;regular_list_item&quot;,{&quot;start&quot;:1397,&quot;end&quot;:1597}]\"><li><p>Limite de cr\u00e9dito<\/p><\/li><li><p>Condi\u00e7\u00f5es de pagamento (30 dias a partir da data da fatura, 60 dias a partir da data da fatura, etc.)<\/p><\/li><li><p>N\u00famero de Identifica\u00e7\u00e3o Fiscal (NIF)<\/p><\/li><li><p>Dados banc\u00e1rios<\/p><\/li><li><p>Formas de pagamento (ACH, transfer\u00eancia banc\u00e1ria, cart\u00e3o de cr\u00e9dito, etc.)<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46dd85c elementor-widget elementor-widget-heading\" data-id=\"46dd85c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"legal-compliance-information\">Informa\u00e7\u00f5es jur\u00eddicas e de conformidade<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41b7b89 elementor-widget elementor-widget-text-editor\" data-id=\"41b7b89\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul data-spread=\"false\" data-pm-slice=\"3 3 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:1146,&quot;end&quot;:2074},&quot;regular_list_item&quot;,{&quot;start&quot;:1599,&quot;end&quot;:1769}]\"><li><p>N\u00famero de registo da empresa<\/p><\/li><li><p>C\u00f3digos de classifica\u00e7\u00e3o setorial (NAICS, SIC)<\/p><\/li><li><p>Dados relativos \u00e0 conformidade com o RGPD\/CCPA<\/p><\/li><li><p>Classifica\u00e7\u00e3o de risco<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c79e5ec elementor-widget elementor-widget-heading\" data-id=\"c79e5ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"customer-interaction-and-history\">Intera\u00e7\u00e3o com o cliente e hist\u00f3rico<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-49b220f elementor-widget elementor-widget-text-editor\" data-id=\"49b220f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul data-spread=\"false\" data-pm-slice=\"3 3 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:1146,&quot;end&quot;:2074},&quot;regular_list_item&quot;,{&quot;start&quot;:1771,&quot;end&quot;:1927}]\"><li><p>Hist\u00f3rico de compras<\/p><\/li><li><p>Tickets de apoio e reclama\u00e7\u00f5es<\/p><\/li><li><p>Prefer\u00eancias de marketing<\/p><\/li><li><p>Pontua\u00e7\u00e3o de Envolvimento do Cliente<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e87c292 elementor-widget elementor-widget-heading\" data-id=\"e87c292\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"segmentation-and-preferences\">Segmenta\u00e7\u00e3o e prefer\u00eancias<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-186c0a1 elementor-widget elementor-widget-text-editor\" data-id=\"186c0a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul data-spread=\"false\" data-pm-slice=\"3 3 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:1146,&quot;end&quot;:2074},&quot;regular_list_item&quot;,{&quot;start&quot;:1929,&quot;end&quot;:2074}]\"><li><p>N\u00edvel de fidelidade do cliente<\/p><\/li><li><p>Canal de comunica\u00e7\u00e3o preferido<\/p><\/li><li><p>Descontos especiais ou acordos de pre\u00e7os<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-476622e e-con-full e-flex e-con e-child\" data-id=\"476622e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-851cf02 e-con-full form1 e-flex e-con e-child\" data-id=\"851cf02\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-4e97c83 e-con-full form1 e-flex e-con e-child\" data-id=\"4e97c83\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-e88fde4 e-con-full e-flex e-con e-child\" data-id=\"e88fde4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9c0d547 elementor-widget elementor-widget-heading\" data-id=\"9c0d547\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Mantenha os dados dos seus clientes precisos e organizados para obter melhores resultados empresariais<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca4f9d7 elementor-widget elementor-widget-heading\" data-id=\"ca4f9d7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Demonstra\u00e7\u00e3o gratuita do conceito com os seus pr\u00f3prios dados de amostra<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cf592b3 e-con-full e-flex e-con e-child\" data-id=\"cf592b3\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2959885 elementor-widget elementor-widget-template\" data-id=\"2959885\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"container\" data-elementor-id=\"35768\" class=\"elementor elementor-35768\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t<div class=\"elementor-element elementor-element-10b489b1 e-con-full e-flex e-con e-child\" data-id=\"10b489b1\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-196cdd1d elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"196cdd1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" name=\"New Form\" action=\"\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"35768\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"196cdd1d\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Predictive Maintenance Strategies | Verdantis\" \/>\n\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"queried_id\" value=\"46413\"\/>\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-above\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-name elementor-col-100\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-name\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tNome\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[name]\" id=\"form-field-name\" class=\"elementor-field elementor-size-lg  elementor-field-textual\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-telephone elementor-field-group elementor-column elementor-field-group-Contact elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-Contact\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tN.\u00ba de contacto\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t<input dir=\"ltr\" type=\"text\" name=\"change_name_Contact\" id=\"form-field-Contact\" class=\"elementor-field elementor-size-lg  elementor-field-telephone elementor-field-textual yee-ltr\" required=\"required\" data-auto=\"yes\" data-pre=\"\" data-excludecountries=\"\" data-onlyct=\"\" data-defcountry=\"\" data-hide_flag=\"\" data-hide_code=\"\" data-validation=\"yes\" data-name=\"Contact\" data-telephone_search=\"yes\" >\n\t\t<input onkeydown=\"return \/[0-9]|\\(|\\)|\\+|-|BACKSPACE\/i.test(event.key)\" type=\"hidden\" class=\"phone_check\" name=\"form_fields[Contact_check]\" value=\"\" >\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-Company elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-Company\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tNome da empresa\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[Company]\" id=\"form-field-Company\" class=\"elementor-field elementor-size-lg  elementor-field-textual\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tE-mail profissional\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-lg  elementor-field-textual\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-angle-right\" viewbox=\"0 0 256 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">MARCAR UMA REUNI\u00c3O<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<input type=\"hidden\" name=\"trp-form-language\" value=\"pt\"\/><\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-11d386b6 elementor-widget elementor-widget-heading\" data-id=\"11d386b6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Marque uma chamada de consulta sem compromisso com a nossa equipa de implementa\u00e7\u00e3o para abordar os desafios relacionados com a gest\u00e3o de dados mestre<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2e9a68 elementor-widget elementor-widget-heading\" data-id=\"e2e9a68\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"customer-master-data-model-in-sap\">Modelo de dados mestre de clientes no SAP<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05aeac5 elementor-widget elementor-widget-text-editor\" data-id=\"05aeac5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A SAP trata o Mestre de Clientes como um m\u00f3dulo configur\u00e1vel independente. Este armazena informa\u00e7\u00f5es relacionadas com os clientes de forma sistem\u00e1tica e permite uma f\u00e1cil recupera\u00e7\u00e3o e manuten\u00e7\u00e3o. Os dados no Mestre de Clientes da SAP s\u00e3o categorizados em diferentes perspetivas para facilitar as fun\u00e7\u00f5es empresariais. Alguns dos campos predefinidos dispon\u00edveis no Mestre de Clientes da SAP incluem:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b926ad6 elementor-widget elementor-widget-heading\" data-id=\"b926ad6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Informa\u00e7\u00f5es gerais<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-18b482b elementor-widget elementor-widget-text-editor\" data-id=\"18b482b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Isto inclui dados essenciais dos clientes que s\u00e3o partilhados entre v\u00e1rias empresas e \u00e1reas de vendas.<\/p><p>Nome (pessoa singular ou empresa)<\/p><p>Morada (Rua, Cidade, C\u00f3digo Postal, Pa\u00eds)<\/p><p>Dados de contacto (telefone, fax, e-mail, site)<\/p><p>Classifica\u00e7\u00e3o setorial (NAICS, SIC)<\/p><p>Termo de pesquisa (Breve descri\u00e7\u00e3o para facilitar a pesquisa)<\/p><p>Dados para efeitos de declara\u00e7\u00e3o fiscal (IVA, GST, certificados de isen\u00e7\u00e3o)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-232b353 elementor-widget elementor-widget-heading\" data-id=\"232b353\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"sales-area-data\">Dados da \u00e1rea de vendas<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-400f623 elementor-widget elementor-widget-text-editor\" data-id=\"400f623\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-pm-slice=\"1 3 []\">Esta sec\u00e7\u00e3o cont\u00e9m os dados necess\u00e1rios para as transa\u00e7\u00f5es de vendas e o processamento de encomendas. \u00c9 espec\u00edfica para um <strong>Organiza\u00e7\u00e3o de vendas, canal de distribui\u00e7\u00e3o e divis\u00e3o.<\/strong><\/p><ul data-spread=\"false\"><li><p>Organiza\u00e7\u00e3o de Vendas (Define a estrutura de relat\u00f3rios de vendas)<\/p><\/li><li><p>Canal de distribui\u00e7\u00e3o (vendas diretas, revendedores, online, etc.)<\/p><\/li><li><p>Divis\u00e3o (Agrupamento de produtos)<\/p><\/li><li><p>Grupo de pre\u00e7os (descontos, acordos de pre\u00e7os especiais)<\/p><\/li><li><p>Condi\u00e7\u00f5es de envio (modo de entrega preferido)<\/p><\/li><li><p>Grupo de clientes (n\u00edveis de fidelidade, tipo de neg\u00f3cio)<\/p><\/li><li><p>Determina\u00e7\u00e3o da sa\u00edda (Prefer\u00eancias de fatura e documento)<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-014df92 elementor-widget elementor-widget-heading\" data-id=\"014df92\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"company-code-data\">Dados da empresa<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19cd27c elementor-widget elementor-widget-text-editor\" data-id=\"19cd27c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-pm-slice=\"1 3 []\">Isto inclui dados financeiros e contabil\u00edsticos relacionados com o cliente.<\/p><ul data-spread=\"false\"><li><p>Conta de reconcilia\u00e7\u00e3o (associa o cliente \u00e0s contas do livro-raz\u00e3o)<\/p><\/li><li><p>Condi\u00e7\u00f5es de pagamento (30 dias a prazo, 60 dias a prazo, pagamento antecipado, etc.)<\/p><\/li><li><p>Procedimentos de cobran\u00e7a (lembretes autom\u00e1ticos e pol\u00edticas de cobran\u00e7a)<\/p><\/li><li><p>\u00c1rea de Controlo de Cr\u00e9dito (Limites e Avalia\u00e7\u00e3o da Solvabilidade)<\/p><\/li><li><p>C\u00f3digos de jurisdi\u00e7\u00e3o fiscal (com base na localiza\u00e7\u00e3o do cliente)<\/p><\/li><li><p>M\u00e9todo de pagamento (ACH, transfer\u00eancia banc\u00e1ria, cart\u00e3o de cr\u00e9dito, etc.)<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af19e57 elementor-widget elementor-widget-text-editor\" data-id=\"af19e57\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/help.sap.com\/docs\/SAP_S4HANA_ON-PREMISE\/3cb1182b4a184bdd93f8d62e3f1f0741\/5ae2bf5362ebb44ce10000000a174cb4.html\" rel=\"nofollow noopener\" target=\"_blank\">Site da SAP<\/a> disponibiliza v\u00e1rios recursos e guias para compreender como est\u00e1 estruturado o Mestre de Clientes, bem como guias para o personalizar no novo S4\/Hana\u00a0 \u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-995065c elementor-widget elementor-widget-heading\" data-id=\"995065c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"customer-master-data-model-in-other-erps\">Modelo de dados mestre de clientes noutros sistemas ERP<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7e9b55 elementor-widget elementor-widget-text-editor\" data-id=\"a7e9b55\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Aqui est\u00e3o alguns recursos para saber mais sobre como os dados mestre de clientes s\u00e3o geridos e configurados noutros sistemas ERP.<\/p><ul data-spread=\"false\" data-pm-slice=\"3 3 []\"><li><p><strong>Oracle ERP:<\/strong> Utiliza a Gest\u00e3o de Dados de Clientes (CDM) com estruturas hier\u00e1rquicas para gerir as rela\u00e7\u00f5es. [<a href=\"https:\/\/docs.oracle.com\/cd\/E26778_01\/doc.112\/e27422\/chap1_understanding_pip.htm\" rel=\"nofollow noopener\" target=\"_blank\">Guia do Desenvolvedor<\/a>]<\/p><\/li><li><p><strong>Microsoft Dynamics 365:<\/strong> Utiliza as entidades de cliente para obter uma vis\u00e3o abrangente dos dados dos clientes. [<a href=\"https:\/\/learn.microsoft.com\/en-us\/dynamics365\/fin-ops-core\/dev-itpro\/data-entities\/dual-write\/customer-mapping\" rel=\"nofollow noopener\" target=\"_blank\">Guia do Desenvolvedor<\/a>]<\/p><\/li><li><p><strong>Salesforce:<\/strong> Disp\u00f5e dos objetos \u00abConta\u00bb e \u00abContacto\u00bb para a gest\u00e3o dos dados dos clientes. [<a href=\"https:\/\/help.salesforce.com\/s\/articleView?id=ind.tpm_reference_admin_customer_and_related_key_objects.htm&amp;type=5\" rel=\"nofollow noopener\" target=\"_blank\">Guia do Desenvolvedor<\/a>]<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d716b13 elementor-widget elementor-widget-video\" data-id=\"d716b13\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/kSwpPHFDVIA&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68dbe2f elementor-widget elementor-widget-heading\" data-id=\"68dbe2f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\" id=\"how-do-teams-benefit-from-a-unified-customer-master\">De que forma as equipas beneficiam de um registo unificado de clientes? <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55716d6 elementor-widget elementor-widget-text-editor\" data-id=\"55716d6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul data-spread=\"true\" data-pm-slice=\"3 1 []\"><li><p><strong>Marketing:<\/strong> Promo\u00e7\u00f5es personalizadas com base na segmenta\u00e7\u00e3o de clientes.<\/p><ul data-spread=\"false\"><li><p><em>Exemplo:<\/em> Uma empresa de retalho analisa o hist\u00f3rico de compras e as prefer\u00eancias dos clientes para oferecer cup\u00f5es de desconto personalizados por e-mail e atrav\u00e9s de notifica\u00e7\u00f5es no telem\u00f3vel.<\/p><\/li><li><p><em>Caso de utiliza\u00e7\u00e3o:<\/em> Uma marca de com\u00e9rcio eletr\u00f3nico de moda segmenta os clientes com base nas compras anteriores e recomenda produtos que correspondem \u00e0s suas prefer\u00eancias.<\/p><\/li><\/ul><\/li><li><p><strong>Finan\u00e7as:<\/strong> Avalia\u00e7\u00e3o precisa do risco de cr\u00e9dito e fatura\u00e7\u00e3o.<\/p><ul data-spread=\"false\"><li><p><em>Exemplo:<\/em> Uma institui\u00e7\u00e3o financeira recorre a uma vis\u00e3o unificada do cliente para avaliar a solvabilidade, analisando o hist\u00f3rico de transa\u00e7\u00f5es, os empr\u00e9stimos pendentes e os comportamentos de pagamento.<\/p><\/li><li><p><em>Caso de utiliza\u00e7\u00e3o:<\/em> Uma empresa multinacional garante o pagamento atempado das faturas, identificando os clientes com hist\u00f3rico de atrasos nos pagamentos e ajustando os limites de cr\u00e9dito em conformidade.<\/p><\/li><\/ul><\/li><li><p><strong>Opera\u00e7\u00f5es:<\/strong> Execu\u00e7\u00e3o de encomendas simplificada e melhoria do servi\u00e7o ao cliente.<\/p><ul data-spread=\"false\"><li><p><em>Exemplo:<\/em> Uma empresa de log\u00edstica integra os dados dos clientes de diferentes plataformas para garantir um acompanhamento e uma entrega eficientes das encomendas.<\/p><\/li><li><p><em>Caso de utiliza\u00e7\u00e3o:<\/em> Um fornecedor de pe\u00e7as autom\u00f3veis reduz os erros de envio ao verificar a exatid\u00e3o da morada do cliente e o hist\u00f3rico de compras antes de expedir as encomendas.<\/p><\/li><\/ul><\/li><li><p><strong>Conformidade:<\/strong> Maior cumprimento das leis de prote\u00e7\u00e3o de dados.<\/p><ul data-spread=\"false\"><li><p><em>Exemplo:<\/em> Um prestador de cuidados de sa\u00fade garante o cumprimento do RGPD atrav\u00e9s da manuten\u00e7\u00e3o de um reposit\u00f3rio \u00fanico e seguro de dados dos clientes, em conformidade com a regulamenta\u00e7\u00e3o em mat\u00e9ria de privacidade de dados.<\/p><\/li><li><p><em>Caso de utiliza\u00e7\u00e3o:<\/em> Uma institui\u00e7\u00e3o banc\u00e1ria audita regularmente os registos dos clientes para garantir a conformidade com o KYC (Know Your Customer), reduzindo assim os riscos regulamentares.<\/p><\/li><\/ul><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8d73d0 elementor-widget elementor-widget-heading\" data-id=\"c8d73d0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\" id=\"getting-started-with-a-customer-master-data-project\">Introdu\u00e7\u00e3o a um projeto de dados mestre de clientes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b6bdde1 elementor-widget elementor-widget-text-editor\" data-id=\"b6bdde1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Normalmente, os clientes que nos procuram para um projeto de Dados Mestres de Clientes t\u00eam uma configura\u00e7\u00e3o sub\u00f3tima para a gest\u00e3o dos seus dados de clientes, o que conduz invariavelmente a uma s\u00e9rie de problemas herdados na base de dados que t\u00eam de ser resolvidos antes de se implementarem novos processos.<\/p><p>Assim, um projeto de dados mestre de clientes segue normalmente uma abordagem em duas vertentes;\u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-daea05c elementor-widget elementor-widget-heading\" data-id=\"daea05c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"addressing-legacy-data\">Lidar com os dados hist\u00f3ricos<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed4c685 elementor-widget elementor-widget-text-editor\" data-id=\"ed4c685\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol start=\"1\" data-spread=\"true\" data-pm-slice=\"3 5 []\"><li><p><strong>Avalia\u00e7\u00e3o e identifica\u00e7\u00e3o:<\/strong><\/p><ul data-spread=\"false\"><li><p>Realizar uma auditoria aos dados para identificar registos duplicados, redundantes e desatualizados.<\/p><\/li><li><p><em>Exemplo:<\/em> Uma empresa de telecomunica\u00e7\u00f5es identifica e funde registos duplicados de clientes para evitar a fatura\u00e7\u00e3o redundante.<\/p><\/li><\/ul><\/li><li><p><strong>Padroniza\u00e7\u00e3o e normaliza\u00e7\u00e3o de dados:<\/strong><\/p><ul data-spread=\"false\"><li><p>Definir formatos padr\u00e3o para nomes, endere\u00e7os e dados de contacto em todos os sistemas.<\/p><\/li><li><p><em>Exemplo:<\/em> Uma empresa retalhista multinacional unifica os formatos dos endere\u00e7os dos clientes para garantir a coer\u00eancia dos dados de envio.<\/p><\/li><\/ul><\/li><li><p><strong>Limpeza e valida\u00e7\u00e3o de dados:<\/strong><\/p><ul data-spread=\"false\"><li><p>Utilize ferramentas como o Trillium, o Informatica e o Talend para limpar e validar registos.<\/p><\/li><li><p><em>Caso de utiliza\u00e7\u00e3o:<\/em> Uma institui\u00e7\u00e3o financeira recorre ao Informatica MDM para validar e corrigir os n\u00fameros de identifica\u00e7\u00e3o fiscal dos clientes.<\/p><\/li><\/ul><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-69154f3 elementor-widget elementor-widget-heading\" data-id=\"69154f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"governing-future-customer-data\">Gest\u00e3o dos dados futuros dos clientes<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79ee76d elementor-widget elementor-widget-text-editor\" data-id=\"79ee76d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol start=\"1\" data-spread=\"true\" data-pm-slice=\"3 5 []\"><li><p><strong>Estabelecer modelos de gest\u00e3o e propriedade dos dados:<\/strong><\/p><ul data-spread=\"false\"><li><p>Atribuir fun\u00e7\u00f5es espec\u00edficas para a governa\u00e7\u00e3o e supervis\u00e3o dos dados.<\/p><\/li><li><p><em>Exemplo:<\/em> Uma institui\u00e7\u00e3o de sa\u00fade designa respons\u00e1veis pela gest\u00e3o de dados para gerir a integridade dos registos dos doentes.<\/p><\/li><\/ul><\/li><li><p><strong>Aproveitar as ferramentas de enriquecimento de dados baseadas em IA:<\/strong><\/p><ul data-spread=\"false\"><li><p>Utilize fontes de dados externas, como a ZoomInfo e a Dun &amp; Bradstreet, para complementar os dados em falta.<\/p><\/li><li><p><em>Caso de utiliza\u00e7\u00e3o:<\/em> Um fabricante do setor B2B complementa os perfis incompletos dos clientes com dados financeiros da empresa em tempo real.<\/p><\/li><\/ul><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e44244 elementor-widget elementor-widget-text-editor\" data-id=\"3e44244\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Embora seja poss\u00edvel executar um projeto de dados mestre de clientes internamente, isso requer, geralmente, uma grande variedade de plataformas de software, subscri\u00e7\u00f5es de SaaS, acesso a v\u00e1rias bases de dados privadas e muito mais.\u00a0 \u00a0<\/p><p>Na maioria dos casos, o know-how, a capacidade t\u00e9cnica e a disponibilidade de recursos para a reestrutura\u00e7\u00e3o de um ficheiro mestre de clientes s\u00e3o limitados, pelo que \u00e9 uma op\u00e7\u00e3o muito mais adequada recorrer a um especialista para lidar com as nuances do projeto.<\/p><p>Seja como for, eis algumas plataformas de dados mestre que podem ajudar a gerir os dados mestre dos clientes\u00a0<span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">\u00a0 \u00a0 \u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d35b3a elementor-widget elementor-widget-heading\" data-id=\"3d35b3a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\" id=\"software-solutions-for-cmdm\">Solu\u00e7\u00f5es de software para CMDM<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e08bebf elementor-widget elementor-widget-text-editor\" data-id=\"e08bebf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul data-spread=\"false\" data-pm-slice=\"3 5 []\"><li><p><strong>Suites MDM:<\/strong> Informatica MDM, SAP MDG, IBM InfoSphere MDM<\/p><ul data-spread=\"false\"><li><p><em>Exemplo:<\/em> Uma empresa global de log\u00edstica integra o SAP MDG para centralizar os dados mestre dos clientes.<\/p><\/li><\/ul><\/li><li><p><strong>Ferramentas de enriquecimento de dados:<\/strong> Experian, Melissa Data<\/p><ul data-spread=\"false\"><li><p><em>Caso de utiliza\u00e7\u00e3o:<\/em> Uma ag\u00eancia de cr\u00e9dito recorre \u00e0 Experian para validar e completar os dados em falta do hist\u00f3rico de cr\u00e9dito.<\/p><\/li><\/ul><\/li><li><p><strong>Plataformas de governa\u00e7\u00e3o de dados:<\/strong> Collibra, Alation<\/p><ul data-spread=\"false\"><li><p><em>Exemplo:<\/em> Um escrit\u00f3rio de advogados garante a conformidade atrav\u00e9s da gest\u00e3o das pol\u00edticas de dados com o Collibra.<\/p><\/li><\/ul><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-681f3b6 elementor-widget elementor-widget-heading\" data-id=\"681f3b6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\" id=\"trusted-by-industry-leaders-worldwide\">Conta com a confian\u00e7a dos l\u00edderes do setor em todo o mundo<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-08c0d3f elementor-widget elementor-widget-image-carousel\" data-id=\"08c0d3f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;slides_to_show&quot;:&quot;4&quot;,&quot;navigation&quot;:&quot;none&quot;,&quot;lazyload&quot;:&quot;yes&quot;,&quot;autoplay_speed&quot;:100,&quot;speed&quot;:5000,&quot;image_spacing_custom&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;slides_to_show_tablet&quot;:&quot;4&quot;,&quot;slides_to_show_mobile&quot;:&quot;3&quot;,&quot;image_spacing_custom_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:15,&quot;sizes&quot;:[]},&quot;autoplay&quot;:&quot;yes&quot;,&quot;pause_on_hover&quot;:&quot;yes&quot;,&quot;pause_on_interaction&quot;:&quot;yes&quot;,&quot;infinite&quot;:&quot;yes&quot;,&quot;image_spacing_custom_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"image-carousel.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-carousel-wrapper swiper\" role=\"region\" aria-roledescription=\"carousel\" aria-label=\"Carrossel de imagens\" dir=\"ltr\">\n\t\t\t<div class=\"elementor-image-carousel swiper-wrapper\" aria-live=\"off\">\n\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"1 de 6\"><figure class=\"swiper-slide-inner\"><img class=\"swiper-slide-image swiper-lazy\" data-src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/10\/1.webp\" alt=\"1\" \/><div class=\"swiper-lazy-preloader\"><\/div><\/figure><\/div><div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"2 de 6\"><figure class=\"swiper-slide-inner\"><img class=\"swiper-slide-image swiper-lazy\" data-src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/10\/2.webp\" alt=\"2\" \/><div class=\"swiper-lazy-preloader\"><\/div><\/figure><\/div><div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"3 de 6\"><figure class=\"swiper-slide-inner\"><img class=\"swiper-slide-image swiper-lazy\" data-src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/10\/3.webp\" alt=\"3\" \/><div class=\"swiper-lazy-preloader\"><\/div><\/figure><\/div><div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"4 de 6\"><figure class=\"swiper-slide-inner\"><img class=\"swiper-slide-image swiper-lazy\" data-src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/10\/4-1.webp\" alt=\"4-1\" \/><div class=\"swiper-lazy-preloader\"><\/div><\/figure><\/div><div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"5 de 6\"><figure class=\"swiper-slide-inner\"><img class=\"swiper-slide-image swiper-lazy\" data-src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/10\/5.webp\" alt=\"5\" \/><div class=\"swiper-lazy-preloader\"><\/div><\/figure><\/div><div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"6 de 6\"><figure class=\"swiper-slide-inner\"><img class=\"swiper-slide-image swiper-lazy\" data-src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/10\/6.webp\" alt=\"6\" \/><div class=\"swiper-lazy-preloader\"><\/div><\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b39276 elementor-widget elementor-widget-heading\" data-id=\"4b39276\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\" id=\"strategies-for-managing-a-customer-master\">Estrat\u00e9gias para a gest\u00e3o de um ficheiro mestre de clientes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98efc71 elementor-widget elementor-widget-text-editor\" data-id=\"98efc71\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Para al\u00e9m dos processos acima referidos, existem algumas estrat\u00e9gias que vale a pena conhecer e que podem ajudar facilmente a gerir e a normalizar os dados dos clientes.\u00a0<\/p><p>Eis algumas dessas abordagens.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6785548 elementor-widget elementor-widget-heading\" data-id=\"6785548\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"adopt-a-single-source-of-truth-approach\">Adotar uma abordagem baseada numa \u00fanica fonte de verdade<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-870713c elementor-widget elementor-widget-text-editor\" data-id=\"870713c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Os sistemas de dados mestre baseiam-se num \u00fanico registo de refer\u00eancia [<a href=\"https:\/\/www.verdantis.com\/material-mastery-crafting-golden-records\/\">saber mais<\/a>], uma vers\u00e3o definitiva da verdade; uma vez que os dados dos clientes se encontram dispersos em v\u00e1rios sistemas distintos \u2014 um CRM, um CDP e outras fontes de dados semelhantes \u2014, \u00e9 mais sensato trabalhar com uma \u00fanica base de dados para evitar duplica\u00e7\u00f5es e outros problemas\u00a0 \u00a0 \u00a0 \u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3352cbd elementor-widget elementor-widget-heading\" data-id=\"3352cbd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"implementing-role-based-access-controls\">Implementa\u00e7\u00e3o de controlos de acesso baseados em fun\u00e7\u00f5es<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52df088 elementor-widget elementor-widget-text-editor\" data-id=\"52df088\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Uma das principais causas da m\u00e1 qualidade dos dados num ficheiro mestre de clientes \u2014 ou, na verdade, em qualquer sistema de dados mestre multidom\u00ednio \u2014 \u00e9 uma m\u00e1 gest\u00e3o dos dados;<\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">\u00c9 comum que se verifiquem uma certa apatia natural e um controlo de qualidade deficiente no que diz respeito \u00e0 introdu\u00e7\u00e3o e edi\u00e7\u00e3o de dados; \u00e9 precisamente por isso que as organiza\u00e7\u00f5es precisam de implementar um sistema baseado em fun\u00e7\u00f5es, apoiado por processos orientados pela tecnologia, para validar as entradas, alertar para informa\u00e7\u00f5es contradit\u00f3rias, preencher dados em falta de forma aut\u00f3noma e acionar alertas para aprova\u00e7\u00f5es, consoante a matriz de aprova\u00e7\u00e3o configurada<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c75272 elementor-widget elementor-widget-heading\" data-id=\"0c75272\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"deeply-embed-ai-systems-in-processes\">Incorporar profundamente os sistemas de IA nos processos<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6396ea2 elementor-widget elementor-widget-text-editor\" data-id=\"6396ea2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Talvez apenas um punhado de setores e disciplinas sejam t\u00e3o afetados pela introdu\u00e7\u00e3o da Intelig\u00eancia Artificial como a gest\u00e3o de dados.\u00a0<\/p><p>Um dos maiores centros de custos e desafios nas implementa\u00e7\u00f5es de MDM estava diretamente ligado ao trabalho humano. Uma vez que era extremamente complicado para um algoritmo \u00abcompreender\u00bb um registo de MRO e process\u00e1-lo sem interven\u00e7\u00e3o humana.\u00a0<\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">Com o avan\u00e7o da Intelig\u00eancia Artificial, no entanto, existem v\u00e1rios casos de utiliza\u00e7\u00e3o independentes da IA no MDM, nomeadamente<\/span><\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">1. <b>Classifica\u00e7\u00e3o aut\u00f3noma<\/b>: Os sistemas de IA podem extrair automaticamente informa\u00e7\u00f5es como o nome pr\u00f3prio, o apelido, o n\u00famero do apartamento, o nome da rua e o pa\u00eds de origem de um registo de cliente a partir de texto livre n\u00e3o estruturado<\/span><\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">2. <b>Enriquecimento<\/b>: Os agentes de IA em funcionamento cont\u00ednuo s\u00e3o capazes de detetar informa\u00e7\u00f5es em falta num determinado registo mestre de cliente e podem preencher essas lacunas a partir de fontes de dados pr\u00f3prias ou de terceiros, sem qualquer interven\u00e7\u00e3o humana; isto funciona particularmente bem quando integrado diretamente com APIs, tal como discutiremos mais adiante.<\/span><\/p><p><span style=\"text-align: var(--text-align); font-family: var( --e-global-typography-text-font-family ), Sans-serif; color: var( --e-global-color-text );\">3. <b>Avalia\u00e7\u00e3o de dados<\/b>: Ainda estamos bastante longe do dia em que um ex\u00e9rcito de agentes de IA ir\u00e1 gerir de forma aut\u00f3noma a sua base de dados de clientes, pelo que uma revis\u00e3o manual por parte de um ser humano \u00e9, neste momento, praticamente indispens\u00e1vel.<\/span><\/p><p><span style=\"text-align: var(--text-align); font-family: var( --e-global-typography-text-font-family ), Sans-serif; color: var( --e-global-color-text );\">\u00a0No entanto, os sistemas de IA podem ajudar a aumentar a efici\u00eancia atrav\u00e9s da classifica\u00e7\u00e3o de registos de dados, tornando as revis\u00f5es humanas muito mais escal\u00e1veis e eficazes\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe0c739 elementor-widget elementor-widget-heading\" data-id=\"fe0c739\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\" id=\"integrate-apis-with-first-third-party-databases\">Integrar APIs com bases de dados pr\u00f3prias e de terceiros <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a9a61f elementor-widget elementor-widget-text-editor\" data-id=\"1a9a61f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Os dados dos clientes s\u00e3o volumosos e complexos, com v\u00e1rios campos que abrangem informa\u00e7\u00f5es pessoais, dados banc\u00e1rios, registos legais e at\u00e9 mesmo dados firmogr\u00e1ficos no caso dos clientes B2B.<\/p><p>\u00c9 muito comum que estes registos n\u00e3o contenham \u00abinforma\u00e7\u00f5es completas\u00bb e que os sistemas baseados em software utilizem automaticamente APIs fornecidas por fontes de terceiros para obter uma variedade de informa\u00e7\u00f5es; entre as quais se incluem:\u00a0<\/p><p>1. <b>Bases de dados de contactos<\/b>: Bases de dados como a ZoomInfo e a D&amp;B armazenam dados de utilizadores individuais, incluindo endere\u00e7os de e-mail, n\u00fameros de telefone, etc.<\/p><p>2.<b>Informa\u00e7\u00f5es fiscais e financeiras<\/b>: A D&amp;B armazena informa\u00e7\u00f5es transacionais e financeiras, como o n\u00famero de identifica\u00e7\u00e3o fiscal\u00a0<\/p><p>3. <b>Informa\u00e7\u00f5es sobre o cr\u00e9dito<\/b>: A Equifax, a Transunion e outras ag\u00eancias tamb\u00e9m fornecem relat\u00f3rios de cr\u00e9dito e outras informa\u00e7\u00f5es relacionadas que podem ser integradas na base de dados de clientes atrav\u00e9s de APIs<\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">Nas grandes empresas, as fontes de dados pr\u00f3prias, como o CRM e o CDP, s\u00e3o reposit\u00f3rios de informa\u00e7\u00e3o e podem constituir excelentes fontes de informa\u00e7\u00e3o que podem ser transmitidas de volta ao sistema CMD.\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fbbb87 elementor-widget elementor-widget-heading\" data-id=\"5fbbb87\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\" id=\"customer-master-data-vs-customer-relationship-management\">Dados mestre de clientes VS Gest\u00e3o das rela\u00e7\u00f5es com os clientes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7dab4f7 elementor-widget elementor-widget-text-editor\" data-id=\"7dab4f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Embora tanto os sistemas de dados mestre de clientes como os sistemas de CRM gerem informa\u00e7\u00f5es sobre os clientes, servem objetivos diferentes, oferecem funcionalidades distintas no seio de uma organiza\u00e7\u00e3o e s\u00e3o utilizados para diferentes casos de utiliza\u00e7\u00e3o por diferentes equipas.<\/p><p>Aqui est\u00e1 um pequeno excerto que explica a diferen\u00e7a entre os dois.\u00a0 \u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2c1756 elementor-widget elementor-widget-text-editor\" data-id=\"f2c1756\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0<\/p><table style=\"width: 100%; border-collapse: collapse; border: 1px solid #ddd; font-size: 15px;\"><thead><tr style=\"background-color: #f2f2f2; font-size: 17px;\"><th style=\"border: 1px solid #ddd; padding: 8px;\">Caracter\u00edstica<\/th><th style=\"border: 1px solid #ddd; padding: 8px;\">Sistema de Dados Mestres de Clientes<\/th><th style=\"border: 1px solid #ddd; padding: 8px;\">Sistema de Gest\u00e3o de Rela\u00e7\u00f5es com o Cliente<\/th><\/tr><\/thead><tbody><tr><td style=\"border: 1px solid #ddd; padding: 8px; font-size: 17px; font-weight: bold;\">Objetivo<\/td><td style=\"border: 1px solid #ddd; padding: 8px;\">Fornece um reposit\u00f3rio centralizado e fi\u00e1vel de dados de clientes, garantindo a consist\u00eancia e a precis\u00e3o em toda a organiza\u00e7\u00e3o.<\/td><td style=\"border: 1px solid #ddd; padding: 8px;\">Gere as intera\u00e7\u00f5es com clientes atuais e potenciais, com foco nas atividades de vendas, marketing e atendimento ao cliente.<\/td><\/tr><tr><td style=\"border: 1px solid #ddd; padding: 8px; font-size: 17px; font-weight: bold;\">Tipo de dados<\/td><td style=\"border: 1px solid #ddd; padding: 8px;\">Armazena os principais atributos dos clientes, tais como n\u00fameros de identifica\u00e7\u00e3o, nomes oficiais, informa\u00e7\u00f5es de contacto e dados financeiros.<\/td><td style=\"border: 1px solid #ddd; padding: 8px;\">Recolhe dados din\u00e2micos, incluindo intera\u00e7\u00f5es com os clientes, hist\u00f3rico de compras, pedidos de assist\u00eancia e respostas a campanhas de marketing.<\/td><\/tr><tr><td style=\"border: 1px solid #ddd; padding: 8px; font-size: 17px; font-weight: bold;\">Utilizadores<\/td><td style=\"border: 1px solid #ddd; padding: 8px;\">Utilizado por equipas de governa\u00e7\u00e3o de dados, departamentos de TI e sistemas que necessitam de dados de clientes validados.<\/td><td style=\"border: 1px solid #ddd; padding: 8px;\">Utilizado principalmente pelas equipas de vendas, marketing e atendimento ao cliente para gerir as intera\u00e7\u00f5es di\u00e1rias com os clientes.<\/td><\/tr><tr><td style=\"border: 1px solid #ddd; padding: 8px; font-size: 17px; font-weight: bold;\">Integra\u00e7\u00e3o<\/td><td style=\"border: 1px solid #ddd; padding: 8px;\">Funciona como fonte de dados para sistemas de CRM, garantindo que todas as aplica\u00e7\u00f5es relacionadas com os clientes tenham acesso a informa\u00e7\u00f5es consistentes e precisas.<\/td><td style=\"border: 1px solid #ddd; padding: 8px;\">Utiliza dados do Sistema de Dados Mestres de Clientes para fornecer aos utilizadores informa\u00e7\u00f5es atualizadas sobre os clientes durante as intera\u00e7\u00f5es.<\/td><\/tr><\/tbody><\/table>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0af82a2 elementor-widget elementor-widget-heading\" data-id=\"0af82a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\" id=\"customer-master-data-vs-customer-data-platform\">Dados mestre de clientes VS Plataforma de dados de clientes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7c6f44d elementor-widget elementor-widget-text-editor\" data-id=\"7c6f44d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A Plataforma de Dados do Cliente \u00e9 um conceito bastante inovador e<span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\"> isso<\/span>\u00a0surgiu por volta de <strong>2013<\/strong> quando o termo foi cunhado pela primeira vez por David Raab, consultor de tecnologia de marketing e fundador do CDP Institute.<\/p><p>Os CDPs foram introduzidos para dar resposta \u00e0 necessidade crescente de <strong>dados de clientes unificados, persistentes e acess\u00edveis<\/strong> em v\u00e1rios canais de marketing, vendas e atendimento ao cliente. O objetivo era <strong>eliminar os silos de dados<\/strong> e criar um <strong>uma vis\u00e3o \u00fanica e abrangente dos clientes<\/strong> que as empresas poderiam utilizar para melhorar a personaliza\u00e7\u00e3o, a segmenta\u00e7\u00e3o e o envolvimento dos clientes.<\/p><p>Por isso, \u00e9 f\u00e1cil perceber a confus\u00e3o que surge devido \u00e0 sobreposi\u00e7\u00e3o de objetivos entre os Dados Mestres do Cliente e uma Plataforma de Dados do Cliente. A tabela abaixo detalha alguns dos\u00a0<span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">as diferen\u00e7as entre eles<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02d12c2 elementor-widget elementor-widget-text-editor\" data-id=\"02d12c2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<style>\n    table {\n        width: 100%;\n        border-collapse: collapse;\n        border: 1px solid #ddd;\n        font-size: 14px; \/* Reduced overall font size *\/\n    }\n    thead th {\n        background-color: #f4f4f4;\n        font-size: 16px; \/* Slightly larger font for header *\/\n        padding: 10px;\n        border: 1px solid #ddd;\n        text-align: left;\n    }\n    tbody td {\n        padding: 8px;\n        border: 1px solid #ddd;\n    }\n    tbody td:first-child {\n        font-weight: bold;\n        font-size: 15px; \/* Slightly larger font for first column *\/\n    }\n<\/style>\n\n<table>\n    <thead>\n        <tr>\n            <th>Categoria<\/th>\n            <th>Plataforma de Dados do Cliente (CDP)<\/th>\n            <th>Base de Dados de Clientes (CMD)<\/th>\n        <\/tr>\n    <\/thead>\n    <tbody>\n        <tr>\n            <td>Objetivo principal<\/td>\n            <td>Melhora o marketing e o envolvimento dos clientes atrav\u00e9s da recolha e segmenta\u00e7\u00e3o de dados em tempo real.<\/td>\n            <td>Garante <strong>governa\u00e7\u00e3o, precis\u00e3o e consist\u00eancia dos dados<\/strong> ao manter um <strong>fonte \u00fanica de verdade<\/strong>.<\/td>\n        <\/tr>\n        <tr>\n            <td>Foco<\/td>\n            <td>Experi\u00eancia do cliente e personaliza\u00e7\u00e3o<\/td>\n            <td>Integridade e governa\u00e7\u00e3o dos dados<\/td>\n        <\/tr>\n        <tr>\n            <td>Fontes de dados<\/td>\n            <td>Plataformas de marketing (CRM, redes sociais, intera\u00e7\u00f5es no site, campanhas por e-mail, plataformas publicit\u00e1rias, registos do servi\u00e7o de apoio ao cliente).<\/td>\n            <td>Fontes a n\u00edvel da empresa (ERP, CRM, fatura\u00e7\u00e3o, apoio ao cliente, bases de dados externas).<\/td>\n        <\/tr>\n        <tr>\n            <td>Tratamento de dados<\/td>\n            <td>Agrega, unifica e segmenta os dados dos clientes para utiliza\u00e7\u00e3o em tempo real em marketing e intera\u00e7\u00e3o.<\/td>\n            <td>Limpa, normaliza, elimina duplicados e gere os dados dos clientes para garantir a precis\u00e3o.<\/td>\n        <\/tr>\n        <tr>\n            <td>Casos de utiliza\u00e7\u00e3o<\/td>\n            <td>\n                \u2013 Experi\u00eancias personalizadas para os clientes<br>\n                \u2013 Automatiza\u00e7\u00e3o de marketing e segmenta\u00e7\u00e3o<br>\n                \u2013 Acompanhamento do percurso do cliente<br>\n                \u2013 Campanhas omnicanal\n            <\/td>\n            <td>\n                \u2013 Precis\u00e3o e consist\u00eancia dos dados<br>\n                \u2013 Conformidade regulamentar (RGPD, CCPA)<br>\n                \u2013 Registos unificados dos clientes nos sistemas ERP, CRM e financeiros<br>\n                \u2013 Garantir <strong>de confian\u00e7a<\/strong> dados para utiliza\u00e7\u00e3o empresarial\n            <\/td>\n        <\/tr>\n        <tr>\n            <td>Em tempo real vs. est\u00e1tico<\/td>\n            <td>Trabalha em <strong>em tempo real<\/strong>, registando intera\u00e7\u00f5es din\u00e2micas com os clientes para fins de personaliza\u00e7\u00e3o e an\u00e1lise.<\/td>\n            <td>Fornece um <strong>est\u00e1tico, mas fi\u00e1vel<\/strong> perfil do cliente, garantindo a precis\u00e3o para <strong>sistemas transacionais e operacionais<\/strong>.<\/td>\n        <\/tr>\n        <tr>\n            <td>Propriedade e utilizadores<\/td>\n            <td><strong>Equipas de Marketing e Experi\u00eancia do Cliente<\/strong> utilize-o para intera\u00e7\u00e3o personalizada e an\u00e1lise de dados.<\/td>\n            <td><strong>Equipas de TI, governa\u00e7\u00e3o de dados e conformidade<\/strong> gerir isso para garantir a fiabilidade dos dados em toda a empresa.<\/td>\n        <\/tr>\n        <tr>\n            <td>\u00c2mbito da integra\u00e7\u00e3o<\/td>\n            <td>Integra-se com <strong>ferramentas de automatiza\u00e7\u00e3o de marketing, plataformas de an\u00e1lise e sistemas de publicidade digital<\/strong>.<\/td>\n            <td>Integra-se com <strong>Sistemas de ERP, CRM, financeiros, da cadeia de abastecimento e operacionais<\/strong> para garantir a exatid\u00e3o dos dados.<\/td>\n        <\/tr>\n    <\/tbody>\n<\/table>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ac77ff0 e-con-full e-flex e-con e-child\" data-id=\"ac77ff0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-da51208 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"da51208\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/1.png\" class=\"attachment-full size-full wp-image-19593\" alt=\"Qando\" srcset=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/1.png 500w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/1-300x300.png 300w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/1-150x150.png 150w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/1-96x96.png 96w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12549cc elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"12549cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/09\/Logo.jpg\" class=\"attachment-full size-full wp-image-20095\" alt=\"Deloitte\" srcset=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/09\/Logo.jpg 500w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/09\/Logo-300x300.jpg 300w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/09\/Logo-150x150.jpg 150w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/09\/Logo-96x96.jpg 96w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-90c9aab elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"90c9aab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/2.png\" class=\"attachment-full size-full wp-image-19594\" alt=\"Minet Technologies\" srcset=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/2.png 500w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/2-300x300.png 300w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/2-150x150.png 150w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/2-96x96.png 96w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-908bcc2 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"908bcc2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/3.png\" class=\"attachment-large size-large wp-image-19595\" alt=\"Grupo Data Direct\" srcset=\"https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/3.png 500w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/3-300x300.png 300w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/3-150x150.png 150w, https:\/\/www.verdantis.com\/wp-content\/uploads\/2024\/08\/3-96x96.png 96w\" sizes=\"(max-width: 500px) 100vw, 500px\" 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It serves as the backbone for multiple business functions, including sales, marketing, finance, and customer support. Poorly managed customer data can lead to inefficiencies, lost revenue, compliance risks, and poor customer [&hellip;]<\/p>","protected":false},"author":5,"featured_media":26350,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[64],"tags":[],"class_list":["post-26104","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/posts\/26104","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/comments?post=26104"}],"version-history":[{"count":0,"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/posts\/26104\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/media\/26350"}],"wp:attachment":[{"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/media?parent=26104"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/categories?post=26104"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.verdantis.com\/pt\/wp-json\/wp\/v2\/tags?post=26104"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}