大数据背景下的商务智能英文版.docx

Modern Business Intelligence under the wave of Big DataIntroduction Business intelligence is a set of complete solutions used for integrating the existed data of corporation and provides reports in a short moment, hence can help corporation make wise decision on business operation (Yan 2012). Initially being put forward in 1996, intelligence was considered to be techniques composed of data warehouse, query statements, data analysis, data mining, data backup and recovery and so on. At present, business intelligence are usually used to transform the data of corporation into knowledge with the use of techniques including data warehouse, Online Analytic Process (OLAP) and data mining. From this point, business intelligence is not a new technique, but an integrated use of existed techniques. The data used by business intelligence to transform into knowledge comes from the order, stock, transaction accounts, documents of customer and suppliers, corporation rivals etc. as well as all kinds of external data in the enterprise business system (Mike 2013). Business intelligence can assist to establish information center such as producing all kinds of working reports. According to the analysis of each sale indicator such as gross profit, cross ratio profitability and turnover, predicting information can be arrived at for sales. According to sale data and product basic data, product structure including brand, price, payment means can be analyzed to instruct proper source allocation and strengthen product competitiveness. According to the research institution Gartner, big data is defined to be of stronger power of decision making, insight, optimizing process and diverse information capital after processed by a new pattern (Victor 2014). According to global research institution McKinsey & Co, big data is so huge data set that it is beyond the capacity of traditional database software techniques in terms of obtaining, storing, managing and analyzing (Kirk & Mason 2015). The key strategic meaning of big data does not lie in possessing huge data information, but in the professional disposal on the data. In another word, the key point to make profit on big data is to improve the process ability of data and add value through it. In order to process a mass of data effectively, big data requires specific techniques including Massively Parallel Processor (MPP) database, data mining grid, Distributed File System (DFS), cloud computing platform and so on. With the approach of cloud era, big data is attracting more and more attention. Technically, big data is inseparable with cloud computing because it has to adopt distributed architecture to process the vast data relying on cloud computing to realize. This essay is focused to introduce that business intelligence is playing a significant role in corporation and keeps broadening its function under the wave of big data especially in assisting e- business. In recent years, Business Intelligence is playing more and more significant role in corporations. On one hand, it provides corporation managers with all kinds of relevant situations about operation activities. On the other hand, it provides corporation with comprehensive insights about the past, present and future situations. For corporations that participating in the market battle, Business Intelligence is not only a defensive fortress but also an effective attacking weapon. Whether taking good use of Business Intelligence decides whether the developed products are hot sale or unsalable, whether the service offered is personal good customer service or non personal poor customer service, and the like in every aspects in corporations (Hennen 2009). In one word, Business Intelligence decides the prosperity or downfall of a corporation. To be specific, Business Intelligence makes a difference in four aspects. Firstly, Business Intelligence can be used to interpret the driving force of business, which is about what tendency, abnormal situation or behavior are making an influence on business. Secondly, Business Intelligence can be used to set the expectation on employees and help them track and manage their performance. Thirdly, Business Intelligence can provide meaningful information for all relevant parties including customers, employees, suppliers, shareholders and the mass. Furthermore, the corporation awareness can be promoted and the consistency of whole information line can be enhanced (Felix 2009). With the use of Business Intelligence, corporations can recognize and even solve problems before they become crisis. It addition, Business Intelligence can help strengthen the customer loyalty since a customer who can participate in corporation can have sufficient information is more likely to purchase the products and service of the corporation. Fourthly, the business information of various corporations can be directly transformed into opportunities to make money as long as proper buyers can be found. Actually, many companies such as insurance companies, leasing companies and financial companies have benefited a lot from their huge business information. Whatever the corporation is big or small, it has to make timely and wise reactions toward the highly changing market and these reactions should be all made based on comprehensive, accurate and timely information. That is why business intelligence is playing such a significant role on corporations and every department should be aware of its importance. Business intelligence can not only help analyze and improve the internal operation and development of corporation, it also helps analyze the communication between corporations and hence provides strong driving force for the new pattern of cooperative business (Austin 2013). More and more corporations start to take use of business intelligence which has extended to every field of business. For example, a bank connects its historical document data set with the current data set so that the subsidiary managers and other users can get access to business intelligence applications and find out the most profitable customers or to whom they should provide their products. At the time that business intelligence techniques liberate the information personals out of making analyzing reports from all kinds of departments, they also make employees from all departments get access to more abundant document resources initially. What is more, business intelligence can be used for a chain hotel to calculate the average room utilization and average unit price so as to figure out the revenue of each room. In addition to sale or revenue, business intelligence is also used to judge the hotels competitive status in different markets by the way of analyzing the statistic data about market share as well as collecting data from the customer survey of every sub hotels. With the great and wide use of business intelligence, there are various techniques developed and most of them are able to provide solutions in terms of application development, content provider, query and report and visualization (Kho 2007). Business Objects is an intelligent decision support system equipped with techniques of query, statement, OLAP. In order to indicate the multidimensional data in database, it adopts the special “semantic layer” technology and “dynamic micro cubic” technology. In addition to Business Objects, another technique, Hyperion Intelligence, is also quite competitive. In terms of complex query and analyzing, Hyperion Intelligence is the most advance and usable technique up to now (Bhatnagar 2009). With the development of scientific technology, more and more amazing business intelligence techniques are developed and applied to corporations. The case study below is a good example to indicate how business intelligence combined big data brings huge benefit to e business corporations.Located in California, Yahoo is operating one of the most popular websites in the world and has over 7 million independent visitors from all over the world (Sanderson 2013). All kinds of online ad services are possessed and operated by the company. From those visiting exchanges, the company can locate and improve the efficiency and revenue of provided ads for users. In order to offer customers more meaningful and useful data analysis, Yahoo carried out a solution to data process and integrate its huge data stored in the open source framework of Apache Hadoop into Microsoft SQL Server 2008 R2 (ibid). Through this solution, Yahoo successfully helps customers improve their ad input efficiency, and thus ad businessmen increased their ad input fee in Yahoo. In addition, Yahoo provide more relevant data about ads as well as their divided design adopted in the solution, which means it can support loading data set faster in a large scale. For several years, Yahoo is one of the most important customers of Microsoft. Based on their close cooperation, a new business intelligence solution is set up with the use of SQL Server 2008 R2, an enterprise level of data management software. The new solution helps Yahoo enhance its basic structure of TAO. At present, Yahoo is able to extract data and load to the third data base from a Hadoop cluster, and ultimately load to the multidimensional data set analyzed by a SQL Server 2008 R2. Multidimensional data set supports client users such as business analyzing software Tableau Desktop and the connections of custom in house applications. In this way, employees can set up interactive data dashboard to achieve hotspot analysis with the help of the software. Microsoft has developed connector aiming at the SQL Server in Apache Hadoop in order to achieve most effective data transmission between Hadoop and SQL Server 2008 R2. With the use of this solution, corporation users can move vast data from Hadoop platform to SQL Server 2008 R2 and hence get deeper insight from the structuralized or non structuralized data. In order to further blend Hadoop into the business intelligence environment of Microsoft, Microsoft is always dedicated to develop a connector prototype of Hadoop Hive, which is a data warehouse basic structure set in Hadoop. The new TAO solution has increased the ad injecting efficiency for Yahoo and hence increased the investment of advertisers on Yahoo. In addition, Yahoo are also providing more relevant ad data for customers and load and analyze the data in a much faster speed than before. In terms of suppliers, TAO can help Yahoo make data section in a series of dimensions and keep track of information such as the cost of effective advertising every one thousand times. Generally, the higher the effective advertising cost, the larger return the advertisers on Yahoo can get. Before the establishment of the new solution, the ad injecting manager of Yahoo did badly in measuring the revenue on ad feeds. As the new BI solution together with customized Web application provides a clearer feedback on ad injecting, Yahoo is able to get the exact information of its business operation in the field of advertising. Furthermore, the partition design adopted in the new TAO structure plays a significant role in speeding up loading data to multidimensional data set because it helps accelerate analyzing the cargo handling capacity processed in multidimensional data set from the temporary data in source. As with the TAO users, they need average six seconds to get the query result from the client Tableau Desktop, but now it takes only two seconds with the optimized application (Davis 2012). All in all, the new BI solution helps Yahoo analyze huge amount of ad data more efficiently, through this way Yahoo advertising customers can get a better return on their adverting investment. Additionally, the strategy of partition design speeds up loading time of data and accelerate query. In return, Yahoo gets more adverting customers and larger revenue in the business. In conclusion, under the competitive market, business intelligence is indispensable for corporations to make wise decisions on the corporation development. Based on the case study of Yahoo new business solution, the future direction for business intelligence can be considered to establish dynamic data warehouse to support front end application, processing non- structuralized data and accelerate the respond time. In this way, e - business corporations can provide more meaningful information for their customers and in return attract more customers on its platform. Reference Austin C. 2013, Active Broadband Networks Integrates Pentaho Big Data Analytics with It