BUSINESS INTELLIGENCE
In recent years the ability to transform data into useful information is becoming a crucial competitive and success factor for the companies. The huge amount of collected data needs to be converted to information in a timely manner before the data gets old and useless.
By daily accomplishments in the technology, most of the customer’s requests, including tourism related services, are done online through websites or applications. Consequently, there would be an enormous amount of data related to the customers, which can be stored as costumer behavior and their perception . Using this data is a golden advantage for businesses to improve their performance. The market area is a place to compete and using the users’ experiences which is a great help for the companies to increase their abilities in this competition. , recently, the competition in the market is not only for profit and loss, but also it would be for survival or bankruptcy.
The data which is gathered through the online gates, is not informative and it needs to be processed and transformed to sensible information. Business Intelligence (BI) try to analyze and process this data and make it useful for the clients.
Business Intelligence can be considered as extracting and analyzing the data to improve decision-mentioned in their research. The concept of Business Intelligence (BI) includes connected processes such as: gathering and organizing information, analyzing, and controlling data to provide reports, and support for management activities.
Business intelligence enables users to realize complex information quickly and consequently take faster and more efficient decisions . Techniques, technologies, systems, methodologies, and applications through BI science are applied inside organization systems which help them to receive acknowledgement of the work while getting better perception for decision making and increasing profits . it is mentioned that every dollar spent on analytics and business intelligence solutions would deliver $13.01 in average. In conclusion, a BI implementation in the business can aid in the creation, improvement, or redefinition of marketing and trade products, services, and/or procedures. As a result, the companies would have lower costs and increased revenue in the end. In this approach, BI implementation can assist any organization or firm, regardless of size, business area, or position in domestic and international markets . Unprecedented insight into consumer sentiment, client demands, and the identification of new business prospects are some of the results which lead to operational work optimization, better relations between customers and suppliers, increased profit, more supportive decisions, and competitive advantages in the market .
The benefits of BI adoption in businesses encourage scholars to study and research on this topic. In this study the goal is to understand the process of business intelligence and to comprehend how it would assist the companies to improve and act more efficiently. To clarify the path of the research three principal questions are stated and the goal of the study would be finding proper answers for them.
