The use of data in the construction materials market
The use of data intelligence by industry, distribution agents and large retailers is already a reality in the Brazilian consumer goods market. Although a significant number of companies in this market still do not have access to the most up-to-date business intelligence tools – especially small and medium-sized companies, whether due to lack of knowledge, technical issues or cost – it is possible to detect the development of a culture of data-driven decisions, which tends to spread throughout the production chain. While this scenario is clearly outlined in the production chain of high-turnover consumer goods, on the other hand, it is possible to identify markets that could benefit from these technologies but that, inexplicably, remain on the sidelines of this movement. As a result, they lose opportunities and market share.
The construction materials segment is a good example, as it has important and solid manufacturing and distribution companies, but automation and the use of data are usually quite restricted to internal processes, without much interaction between the links in the chain – which translates into losses in efficiency and profitability. We know that the use of data intelligence solutions, which are now well-understood and well-received in the consumer goods markets, is the result of an adaptation process and even a gradual change in culture. This is because the effective collection and use of data to be transformed into useful insights for managers depends, for the most part, on trust and a collaborative stance between the links in the supply chain.
It is possible that many companies, which are unaware of the security processes and protocols involved in data sharing, have concerns about suppliers, customers and competitors having undue access to sensitive business data. These are understandable but unfounded fears. Sharing data, carried out in a secure and intelligent manner, is a powerful factor in bringing partners closer together and strengthening trust, helping to optimize business operations, quickly identify new opportunities and, thus, drive new and more profitable businesses. The collaborative stance between companies and the transparency offered by the best platforms allow for much more effective strategic alignment, in addition to improving communication, the correct allocation of resources and satisfaction between suppliers and customers.
In this way, companies that use data intelligence make better and faster decisions, increase efficiency and add value to their brand. Data-based solutions also benefit the trade marketing and marketing areas, providing important support for the preparation of Joint Business Plans (JBP), both in the planning and execution phases. In the latter, the possibility of daily data updates provides unprecedented agility in identifying problems and inefficiencies, which can be promptly corrected by managers. From our point of view, the construction materials market has enormous potential to benefit from automation in a way that goes beyond internal production and control processes, encompassing strategic planning and all stages of its commercial relations. A boost in innovation and efficiency capable of taking the company to a new and surprising level of competitiveness.
Source: Grandes Construções Magazine
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