Business intelligence

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Business intelligence (BI) consists of strategies and technologies used by enterprises for the data analysis and management of business information. [1] Common functions of BI technologies include reporting, online analytical processing, analytics, dashboard development, data mining, process mining, complex event processing, business performance management, benchmarking, text mining, predictive analytics, and prescriptive analytics.

Contents

BI tools can handle large amounts of structured and sometimes unstructured data to help organisations to identify, develop, and otherwise create new strategic business opportunities. They aim to allow for the easy interpretation of these big data. Identifying new opportunities and implementing an effective strategy based on insights can provide businesses with a competitive market advantage and long-term stability, and help them take strategic decisions. [2]

Business intelligence can be used by enterprises to support a wide range of business decisions ranging from operational to strategic. Basic operating decisions include product positioning or pricing. Strategic business decisions involve priorities, goals, and directions at the broadest level. In all cases, BI is most effective when it combines data derived from the market in which a company operates (external data) with data from company sources internal to the business such as financial and operations data (internal data). When combined, external and internal data can provide a complete picture which, in effect, creates an "intelligence" that cannot be derived from any singular set of data. [3]

Among myriad uses, business intelligence tools empower organizations to gain insight into new markets, to assess demand and suitability of products and services for different market segments, and to gauge the impact of marketing efforts. [4]

BI applications use data gathered from a data warehouse (DW) or from a data mart, and the concepts of BI and DW combine as "BI/DW" [5] or as "BIDW". A data warehouse contains a copy of analytical data that facilitates decision support.

History

The earliest known use of the term business intelligence is in Richard Millar Devens' Cyclopædia of Commercial and Business Anecdotes (1865). Devens used the term to describe how the banker Sir Henry Furnese gained profit by receiving and acting upon information about his environment, prior to his competitors:

Throughout Holland, Flanders, France, and Germany, he maintained a complete and perfect train of business intelligence. The news of the many battles fought was thus received first by him, and the fall of Namur added to his profits, owing to his early receipt of the news.

Devens, p. 210

The ability to collect and react accordingly based on the information retrieved, Devens says, is central to business intelligence. [6]

When Hans Peter Luhn, a researcher at IBM, used the term business intelligence in an article published in 1958, he employed the Webster's Dictionary definition of intelligence: "the ability to apprehend the interrelationships of presented facts in such a way as to guide action towards a desired goal." [7]

In 1989, Howard Dresner (later a Gartner analyst) proposed business intelligence as an umbrella term to describe "concepts and methods to improve business decision making by using fact-based support systems." [8] It was not until the late 1990s that this usage was widespread. [9]

Definition

According to Solomon Negash and Paul Gray, business intelligence (BI) can be defined as systems that combine:

with analysis to evaluate complex corporate and competitive information for presentation to planners and decision makers, with the objective of improving the timeliness and the quality of the input to the decision process." [10]

According to Forrester Research, business intelligence is "a set of methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information used to enable more effective strategic, tactical, and operational insights and decision-making." [11] Under this definition, business intelligence encompasses information management (data integration, data quality, data warehousing, master-data management, text- and content-analytics, et al.). Therefore, Forrester refers to data preparation and data usage as two separate but closely linked segments of the business-intelligence architectural stack.

Some elements of business intelligence are:[ citation needed ]

Forrester distinguishes this from the business-intelligence market, which is "just the top layers of the BI architectural stack, such as reporting, analytics, and dashboards." [12]

Compared with competitive intelligence

Though the term business intelligence is sometimes a synonym for competitive intelligence (because they both support decision making), BI uses technologies, processes, and applications to analyze mostly internal, structured data and business processes while competitive intelligence gathers, analyzes, and disseminates information with a topical focus on company competitors. If understood broadly, competitive intelligence can be considered as a subset of business intelligence. [13]

Compared with business analytics

Business intelligence and business analytics are sometimes used interchangeably, but there are alternate definitions. [14] Thomas Davenport, professor of information technology and management at Babson College argues that business intelligence should be divided into querying, reporting, Online analytical processing (OLAP), an "alerts" tool, and business analytics. In this definition, business analytics is the subset of BI focusing on statistics, prediction, and optimization, rather than the reporting functionality. [15]

Unstructured data

Business operations can generate a very large amount of data in the form of e-mails, memos, notes from call-centers, news, user groups, chats, reports, web-pages, presentations, image-files, video-files, and marketing material. According to Merrill Lynch, more than 85% of all business information exists in these forms; a company might only use such a document a single time. [16] Because of the way it is produced and stored, this information is either unstructured or semi-structured.

The management of semi-structured data is an unsolved problem in the information technology industry. [17] According to projections from Gartner (2003), white-collar workers spend 30–40% of their time searching, finding, and assessing unstructured data. BI uses both structured and unstructured data. The former is easy to search, and the latter contains a large quantity of the information needed for analysis and decision-making. [17] [18] Because of the difficulty of properly searching, finding, and assessing unstructured or semi-structured data, organizations may not draw upon these vast reservoirs of information, which could influence a particular decision, task, or project. This can ultimately lead to poorly informed decision-making. [16]

Therefore, when designing a business intelligence/DW-solution, the specific problems associated with semi-structured and unstructured data must be accommodated for as well as those for the structured data.

Limitations of semi-structured and unstructured data

There are several challenges to developing BI with semi-structured data. According to Inmon & Nesavich, [19] some of those are:

Metadata

To solve problems with searchability and assessment of data, it is necessary to know something about the content. This can be done by adding context through the use of metadata. [16] [ needs independent confirmation ] Many systems already capture some metadata (e.g. filename, author, size, etc.), but more useful would be metadata about the actual content – e.g. summaries, topics, people, or companies mentioned. Two technologies designed for generating metadata about content are automatic categorization and information extraction.

Applications

Business intelligence can be applied to the following business purposes:

Roles

Some common technical roles for business intelligence developers are: [22]

Risk

In a 2013 report, Gartner categorized business intelligence vendors as either an independent "pure-play" vendor or a consolidated "mega-vendor". [23] [ non-primary source needed ] In 2019, the BI market was shaken within Europe for the new legislation of GDPR (General Data Protection Regulation) which puts the responsibility of data collection and storage onto the data user with strict laws in place to make sure the data is compliant. Growth within Europe has steadily increased since May 2019 when GDPR was brought. The legislation refocused companies to look at their own data from a compliance perspective but also revealed future opportunities using personalization and external BI providers to increase market share. [24] [ permanent dead link ]

See also

Related Research Articles

<span class="mw-page-title-main">Data warehouse</span> Centralized storage of knowledge

In computing, a data warehouse, also known as an enterprise data warehouse (EDW), is a system used for reporting and data analysis and is considered a core component of business intelligence. Data warehouses are central repositories of integrated data from one or more disparate sources. They store current and historical data in one single place that are used for creating reports. This is beneficial for companies as it enables them to interrogate and draw insights from their data and make decisions.

<span class="mw-page-title-main">Analytics</span> Discovery, interpretation, and communication of meaningful patterns in data

Analytics is the systematic computational analysis of data or statistics. It is used for the discovery, interpretation, and communication of meaningful patterns in data. It also entails applying data patterns toward effective decision-making. It can be valuable in areas rich with recorded information; analytics relies on the simultaneous application of statistics, computer programming, and operations research to quantify performance.

<span class="mw-page-title-main">Data management</span> Disciplines related to managing data as a resource

Data management comprises all disciplines related to handling data as a valuable resource, it is the practice of managing an organization’s data so it can be analyzed for decision making.

William H. Inmon is an American computer scientist, recognized by many as the father of the data warehouse. Inmon wrote the first book, held the first conference, wrote the first column in a magazine and was the first to offer classes in data warehousing. Inmon created the accepted definition of what a data warehouse is - a subject oriented, nonvolatile, integrated, time variant collection of data in support of management's decisions. Compared with the approach of the other pioneering architect of data warehousing, Ralph Kimball, Inmon's approach is often characterized as a top-down approach.

Enterprise content management (ECM) extends the concept of content management by adding a timeline for each content item and, possibly, enforcing processes for its creation, approval, and distribution. Systems using ECM generally provide a secure repository for managed items, analog or digital. They also include one methods for importing content to bring manage new items, and several presentation methods to make items available for use. Although ECM content may be protected by digital rights management (DRM), it is not required. ECM is distinguished from general content management by its cognizance of the processes and procedures of the enterprise for which it is created.

Unstructured data is information that either does not have a pre-defined data model or is not organized in a pre-defined manner. Unstructured information is typically text-heavy, but may contain data such as dates, numbers, and facts as well. This results in irregularities and ambiguities that make it difficult to understand using traditional programs as compared to data stored in fielded form in databases or annotated in documents.

A data steward is an oversight or data governance role within an organization, and is responsible for ensuring the quality and fitness for purpose of the organization's data assets, including the metadata for those data assets. A data steward may share some responsibilities with a data custodian, such as the awareness, accessibility, release, appropriate use, security and management of data. A data steward would also participate in the development and implementation of data assets. A data steward may seek to improve the quality and fitness for purpose of other data assets their organization depends upon but is not responsible for.

Operational intelligence (OI) is a category of real-time dynamic, business analytics that delivers visibility and insight into data, streaming events and business operations. OI solutions run queries against streaming data feeds and event data to deliver analytic results as operational instructions. OI provides organizations the ability to make decisions and immediately act on these analytic insights, through manual or automated actions.

Master data represents "data about the business entities that provide context for business transactions". The most commonly found categories of master data are parties, products, financial structures and locational concepts.

A Business Intelligence Competency Center (BICC) is a cross-functional organizational team that has defined tasks, roles, responsibilities and processes for supporting and promoting the effective use of Business Intelligence (BI) across an organization.

Mobile Business Intelligence is defined as “Mobile BI is a system comprising both technical and organizational elements that present historical and/or real-time information to its users for analysis on mobile devices such as smartphones and tablets, to enable effective decision-making and management support, for the overall purpose of increasing firm performance.”. Business intelligence (BI) refers to computer-based techniques used in spotting, digging-out, and analyzing business data, such as sales revenue by products and/or departments or associated costs and incomes.

Collaborative decision-making (CDM) software is a software application or module that helps to coordinate and disseminate data and reach consensus among work groups.

Prescriptive analytics is a form of business analytics which suggests decision options for how to take advantage of a future opportunity or mitigate a future risk, and shows the implication of each decision option. It enables an enterprise to consider "the best course of action to take" in the light of information derived from descriptive and predictive analytics.

Saffron Technology, Inc., was a technology company headquartered in Cary, North Carolina, that developed cognitive computing systems. Their systems use incremental learning to understand and unify by entity the connections between an entity and other “things” in data, along with the context of their connections and their raw frequency counts. Saffron learns from all sources of data including structured and unstructured data to support knowledge-based decision making. Its patented technology captures the connections between data points at the entity level and stores these connections in an associative memory. Similarity algorithms and predictive analytics are then combined with the associative index to identify patterns in the data. Saffron’s Natural Intelligence platform was utilized across industries including manufacturing, energy, defense and healthcare, to help decision-makers manage risks, identify opportunities and anticipate future outcomes, thus reducing cost and increasing productivity. Its competitors include IBM Watson and Grok. Intel purchased the company in 2015, then shuttered it less than 3 years later.

The following is provided as an overview of and topical guide to databases:

Hybrid transaction/analytical processing (HTAP) is a term created by Gartner Inc., an information technology research and advisory company, in its early 2014 research report Hybrid Transaction/Analytical Processing Will Foster Opportunities for Dramatic Business Innovation. As defined by Gartner:

Hybrid transaction/analytical processing (HTAP) is an emerging application architecture that "breaks the wall" between transaction processing and analytics. It enables more informed and "in business real time" decision making.

In the fields of Information Technology (IT) and Systems Management, IT operations analytics (ITOA) is an approach or method to retrieve, analyze, and report data for IT operations. ITOA may apply big data analytics to large datasets to produce business insights. In 2014, Gartner predicted its use might increase revenue or reduce costs. By 2017, it predicted that 15% of enterprises will use IT operations analytics technologies.

An intelligence engine is a type of enterprise information management that combines business rule management, predictive, and prescriptive analytics to form a unified information access platform that provides real-time intelligence through search technologies, dashboards and/or existing business infrastructure. Intelligence Engines are process and/or business problem specific, resulting in industry and/or function-specific marketing trademarks associated with them. They can be differentiated from enterprise resource planning (ERP) software in that intelligence engines include organization-level business rules and proactive decision management functionality.

Business metadata is data that adds business context to other data. It provides information authored by business people and/or used by business people. It is in contrast to technical metadata, which is data used in the storage and structure of the data in a database or system. Technical metadata includes the database table name and column name, data type, indexes referencing the data, ETL jobs involving the data, when the data was last updated, accessed, etc.

Augmented Analytics is an approach of data analytics that employs the use of machine learning and natural language processing to automate analysis processes normally done by a specialist or data scientist. The term was introduced in 2017 by Rita Sallam, Cindi Howson, and Carlie Idoine in a Gartner research paper.

References

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