The field of ‘Business Intelligence’ has expanded significantly in recent years. Organisations now have the ability to capture large amounts of data in the course of business, not only from customers/service users, but also to record and store internal data about the business’ own capabilities.

Chen, Chiang & Storey (2012) write in MIS Quarterly about the current era of Data Analytics, charting the evolution of ‘Big Data’ analysis from the 1970s to present day. The article outlines recent developments in the field of Data Analytics and the implications this has for Business Intelligence. The authors note that through Web 2.0 interactivity, data can be sourced from social media platforms which can have a key impact on business activities. Organisations have the capability to interact with all stakeholders, transforming marketing communications from a ‘one-way’ traditional broadcast, to a reciprocal conversation.

The authors go on to extrapolate how Web 3.o may affect Data Analytics. Web 3.0 or ‘Mobile Business Intelligence’ allows organisations to use location awareness analysis to better understand users’ needs and make product or service offerings relevant in a variety of different contexts. Tools for analysing and creating predictions out of such large amounts of data are mainly in developmental stages, write the authors, but are being funded by stakeholders as powerful as the US Government. The importance attributed to Big Data Analytics for future business organisations cannot be understated.

In conclusion, the article suggests a large and widening academic and business research body of knowledge into Big Data, Analytics and the implications for business intelligence. What is not considered by this article, or indeed within much of the academic research being produced around the topic, is the ethical implications. With Web 3.0 and mobile tracking allowing organisations to market narrowly to the individual, how far should organisations be allowed to track us as consumers, and how far should we allow our data to be used to sell us things?

Source:

Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business Intelligence and Analytics: From Big Data to Big Impact. MIS Quarterly, 36(4), 1165-1188

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