SEMINAR REPORT ON

ELEMENTS OF BUSINESS INTELLIGENCE

SUBMITTED BY: Kamalpreet Kaur

Elements of Business Intelligence

Data/content organization and collection

Analysis and segmentation Real Time Personalisarion Broadcast,retrieval and interaction Performance monitoring and measurement

DATA ORGANISATION AND COLLECTION BI initiatives require visivility into organisation's activities with both its external and internal constituencies .DAta abot customers ,partners and suppliers is captured and stored in many locations throughout the enterprise.Integrated viewa are needed to enable companies to recognise and to respond accurately to customers whether they purchase products through physical store,telephone cal or Website.

Followimg factors are critical to the success of large scale integration efforts Scalability Flexibility Performance

ANALYSIS AND SEGMENATION Analysis and segmentaionapplications offer tools for data mining.The goal of data minig is to improve pricing,retain customers longer, and find new revenue streams.For example travelocity, an online travel site taps a database of information on its 19 milion customers to develop travel offers that are mailed to segments of the company's customer base.Travelocity applications perform analysis and segmentaion and predication to ensure that these communications take place in a personalized manner. Without analytical tools massive volumes of customer centric information become useless. For example in the banking industry, the history of a customer transactios offer insight into hs her lifestyle.

REAL TIME PERSONALISATION The personalisation of customer information is possible because ofthe convergence of e-commmerce and real time relationship management. Personalisation capabilities help companies better understand and respond to each customer needs.behaviours and intentions ensuring that customers get exactly what they need--when they need it.Personalisation involves usng user defined information filters and specifying events as triggers for information delivery.Time sensitive information such as a stock quote can be personalised in many ways . Both BI and KM applications support multiple output devices-email,webpage,fax,pager,cellphoneIt involves delivering information using natural language sentences rather than traditional report formats.

Personalisation applications allow you to Provide each customer with personalised Webpage-aportal that allows the customer to interact,transact and collaborate with the company.for example provide customers with one click access to related activity. Display only the information you want each customer tosee.For example inquiries,trouble tickets.. Proactively notify customers. Deliver personally relevant information related to productsthat customers own.

BROADCAST,RETRIEVAL AND INTERACTION Infrastructure for broadcast,retrieval and interaction delivers information to every customer via the medium of his choice.Although the web is becoming more and more widespread and 24/7 the corporate standard for customer access,few customers are

online all the day.However they can be reached through other communication devices such as phone,pager,pager,television. PERFORMANCE MONITORING AND MEASUREMENT Performance monitoring and measurement applications provide the information that managers need to improve operations nad strategy.By using key performance indicators (KPIs) linked to balanced scoreboard,companies can continuously monitor process performance against its strategic targets.An effective monitoring system is the best way to translate strategy into action. For example BT Telecom uses Interactive and Reporting Information System(IRIS)to track 10000 ongoing projects to provide up to date information to mangers to make accurate management decisions.

References: E business by ravi kalakota