03-06-2013, 03:30 PM
E-INTELLIGENCE SEMINAR REPORT
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INTRODUCTION
As corporations move rapidly toward deploying e-business
systems, the lack of business intelligence facilities in these systems prevents decisionmakers
from exploiting the full potential of the Internet as a sales, marketing, and
support channel. To solve this problem, vendors are rapidly enhancing their business
intelligence offerings to capture the data flowing through e-business systems and
integrate it with the information that traditional decision-making systems manage and
analyze. These enhanced business intelligence—or e-intelligence—systems may
provide significant business benefits to traditional brick-and-mortar companies as well
as new dot-com ones as they build e-business environments.
Organizations have been successfully using decisionprocessing
products, including data warehouse and business intelligence tools, for the
past several years to optimize day-to-day business operations and to leverage
enterprise-wide corporate data for a competitive advantage. The advent of the Internet
and corporate extranets has propelled many of these organizations toward the use of ebusiness
applications to further improve business efficiency, decrease costs and
increase revenues - and to compete with new dot.com companies appearing in the
marketplace.
E-INTELLIGENCE FOR BUSINESS
E-intelligence systems provide internal business users,
trading partners, and corporate clients rapid and easy access to the e-business
information, applications, and services they need in order to compete effectively and
satisfy customer needs. They offer many business benefits to organizations in
exploiting the power of the Internet. For example, e-intelligence systems give the
organization the ability to:
•Integrate e-business operations into the traditional business environment, giving
business users a complete view of all corporate business operations and information.
•Help business users make informed decisions based on accurate and consistent ebusiness
information that is collected and integrated from e-business applications.
This business information helps business users optimize Web-based offerings
(products offered, pricing and promotions, service and support, and so on) to match
marketplace requirements and analyze business performance with respect to
competitors and the organization’s business-performance objectives.
INTELLIGENT E-SERVICES
The building blocks of new, sophisticated, intelligent data
warehousing applications are now intelligent e-services. An e-service is any asset
made available via the Internet to drive new revenue streams or create new
efficiencies. What makes e-services valuable is not only the immediacy of the service,
but also the intelligence behind the service. While traditional data warehousing meant
simple business rules, simple queries and pro-active work to take advantage of the
Web, E-Intelligence is much more sophisticated and enables the Web to work on our
behalf. Combining intelligence with e-services promises exciting business
opportunities.
E-INTELLIGENCE REQUIREMENTS
An e-intelligence system builds on and extends existing
business intelligence tools and applications, including enterprise information portals
(EIPs). Figure 1 outlines the architecture of an e-intelligence system and provides
examples of the business intelligence capabilities an organization should seek in such
a system, including:
•One-to-one e-marketing analysis applications that customize and personalize
information, applications, services, and products offered to consumers and clients via
the Internet
•Content, customer, and merchandise-analysis applications that track and analyze
how users navigate the organization’s e-business sites and use applications to buy
products
•Channel and cross-channel analysis and campaign applications that measure and
analyze the success of the Internet as a sales, marketing, and services channel
•Supply-chain analysis applications that let the organization work with trading
partners in optimizing the product supply chain to match the demand for products sold
through the Internet
•A simple and integrated e-intelligence Web interface to give internal and external
Web users and applications secure, managed access to the organization’s business
information, applications, and services
•Demand-driven business intelligence gathering and analysis, and real-time
decisions and recommendations as consumers and clients interact with e-business
systems via the Internet.
Impact of E-Business
The Web is truly a valuable source of business
information. Information stored on Web servers on the public Internet are a potential
data source for a data warehouse, or at least can be accessed from an EIP.
Furthermore, as corporations begin using Internet commerce sites as sales and
marketing channels, the associated business-to-consumer e-business systems become
an additional source of information for business-intelligence processing. The source
data here may be stored in conventional database and file systems, but may also come
from Web server logs or even the Web clickstream as users interact with e-business
applications. Thus, business intelligence systems not only need to be able to extract
new types of data, but also handle the potentially huge data volumes involved.
Optimizing the Product Supply Chain
The challenge in any consumer environment is to satisfy
consumer demand without incurring the costs of oversupply (excess inventory). If an
organization is typical, it has been using business intelligence systems and their
associated data warehouses for years to analyze sales data and optimize product
supply and inventory. The enterprise can apply these techniques equally well when
selling products through Internet commerce servers. One obvious advantage of the
Internet is that it consists of a single virtual storefront, which is easier to manage and
supply than multiple physical stores.
CONCLUSION
Presently the internet and e-Business are growing at an
astonishing rate. As the size of the internet increases its reach and thus its business
potential also increases. There will be tremendous competition an all dotcom
companies to stay ahead. In such a fiercely competitive marketplace e-Intelligence
solutions will become a necessity to stay ahead. Future e-Intelligence techniques will
be aimed at optimizing whole web content depending on users.