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This study aims to investigate organizational learning, represented by the absorptive capacity, as a condition for the firm to learn about marketing data and make more informed decisions. The authors also aimed to understand how the behavior of micro, small and medium enterprises (MSME) businesses differ in this scenario through a multilevel perspective.

Placing absorptive capacity as a mediator of the relationship between business analytics and rational marketing decisions, the authors analyzed data from 224 Brazilian retail companies using structural equation modeling estimated with partial least squares. To test the cross-level moderation effect, the authors also performed a multilevel analysis in RStudio.

The authors found a partial mediation of the absorptive capacity in the relation between business analytics and rational marketing decisions. The authors also discovered that, in the MSMEs firms’ group, even if smaller companies find it more difficult to use data, those that do may reap more benefits than larger ones. This is due to the influence of size in how firms handle information.

The sample size, despite having shown to be consistent and valid, is considered small for a multilevel study. This suggests that our multilevel results should be viewed as suggestive, rather than conclusive, and subjected to further validation.

Rather than solely positioning business analytics as a tool for decision support, the authors’ analysis highlights the importance for firms to develop the absorptive capacity to enable ongoing acquisition, exploration and management of knowledge.

MSMEs are of economic and social importance to most countries, especially developing ones. This research aimed to improve understanding of how this group of firms could transform knowledge into better decisions. The authors also highlight micro and small firms’ difficulties with the use of marketing data so that they can have more effective practices.

The research contributes to the understanding of organizational mechanisms to absorb and learn from the vast amount of current marketing information. Recognizing the relevance of MSMEs, a preliminary multilevel analysis was also conducted to comprehend differences within this group.

The purpose of the study is to compare methodologies for mapping a historic building, with image capture by smartphones and drones, using photogrammetric techniques for three-dimensional (3D) modeling of the structure. Processes and products are also analyzed, as well as possibilities for storing and visualizing data for structuring a cadastre of historical and artistic heritage are studied.

For mapping with smartphones, the overlapping of photographs was guaranteed, with data acquisition using three different cameras, on the same date as the aerial survey. The models were made from different combinations of camera use. For storage, a conceptual model based on ISO 19.152:2012 is proposed, which was implemented in the MongoDB, resulting in a database for storage. The visualization was carried out on the Cesium ion platform.

The results indicate that the terrestrial 3D reconstruction using smartphones is an efficient alternative to the historical and artistic cadastre, presenting texture quality superior to the aerial survey in a shorter production time. When dealing with the conceptual model, the LADM (Land Administration Domain Model) standardization guarantees interoperability and facilitates data exchange. In addition, it proved to be flexible for the creation of thematic profiles, supporting their effective storage. The insertion of data in the visualization platform was simple and effective, and it even generated sharing links for visualization of the models.

The study analyses a low-cost method with the use of easily accessible devices, with a combination of methodologies and applied techniques. The data storage and visualization method is also simple and flexible, suitable for application in the cadastre of historical heritage.