University Report: Business Intelligence and Ethics Analysis

This report provides a comprehensive overview of Business Intelligence (BI) and its impact on business operations and ethics. It begins by defining BI as a set of technologies and strategies used for data analysis and decision-making, highlighting its evolution and ability to handle large datasets. The report explores how organizations leverage BI tools like Looker, SAP, and IBM to analyze customer behavior, sales trends, and market patterns, with examples from companies like Google and Amazon. It also discusses the role of big data and artificial intelligence in enhancing BI capabilities. The report then delves into specific BI tools like SAP Business Intelligence and SAS Business Intelligence, detailing features such as Ranking Reports and What-If Analysis. Finally, it touches upon the importance of ethical considerations in the use of BI within organizations, emphasizing the need for responsible data handling and decision-making.

Running head: BUSINESS INTELLIGENCE AND ETHICS
BUSINESS INTELLIGENCE AND ETHICS
Name of the Student
Name of the University
Author Note

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Table of Contents
Business Intelligence.......................................................................................................................2
How Organizations uses the Business Intelligence:....................................................................2
BI tools and their primary features..............................................................................................6
References........................................................................................................................................8

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Business Intelligence
Business Intelligence can be considered as some set of technologies and strategies which
are used by the enterprises for the purpose of data analysis regarding the business related
information. The business intelligence technologies are very much useful for providing current,
historical and predictive views regarding the business operations (Bao et al. 2018). The main and
important information which are collected by the business intelligence are the customer
behavioural data, sales trends of the organization and buying patterns of the customers. These
data which are collected from the organization are used by the business intelligence tools for
understanding the opinion of the customers and it is also used for finding out the areas which
needs the improvements. For assessing these business intelligence system uses advanced
analytical tool which are embedded within the business intelligence system.
In the current context there is a vast change within the business intelligence and it has
evolved in the last few years extensively. The main reason behind business intelligence has been
changed is that business intelligence is capable to handle a huge amount of unstructured and
structured data which in the aspects of identification, development and creation of new types of
businesses. The business intelligence also can interpret a large amount of data and can help to
achieve future opportunities. The advantages of the business intelligence is that it can help the
businesses to grow more faster by providing them accurate and faster analysis, reporting and
planning which will be effectively improve the satisfaction of the customers and the eimployees
of the organization.

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How Organizations uses the Business Intelligence:
In most of the cases business organizations has become more successful after successful
implementation of the business intelligence systems. In this aspect there are various of business
intelligence tools which includes Looker, Broad, SAP, IBM and SISENSE. It has been also
assessed that most of the successful business organizations are currently using the business
intelligence systems. For an example both of the Google and Amazon can be considered (Al
Mamun, Guo and Bi 2017). Both of the organization are very much successful in their own areas
where one of the main contributor behind their success story is the data collected from the
students. In this aspect they have collected the information regarding search habits, posts and the
product in which they are generally interested. For analysis of this huge amount of data both of
the Google and Amazon are currently using the artificial intelligence. In this way they have
actually turned the simple data in the competitive advantage. Also, as the technology regarding
artificial intelligence is increasing gradually more and more organizations are currently adopting
the artificial intelligence. Apart from the artificial intelligence, amazon also used the big data
solution for their business purposes so that they can understand their customers in much more
perfect way. Big data has been used by amazon to that they can build their and can fine tune their
engine of recommendation to the users. The recommendation engine of the amazon is based on
the collaborative filtering which implies that it can take the decisions what it thinks and create
the picture of the customer with whom it is currently interacting. By collecting and analysis of all
of these data amazon can effectively guess what the customer is currently looking for and can
present their recommendations to the customers. Through this process amazon is successfully
enhancing the overall business processes of them.

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Rather than the amazon and Google there are several of other organizations which are
using the business intelligence features. In the following section some graphical data has been
presented regarding the business intelligence.
(Figure 1: Business Intelligence Objectives and Changes in BI Objective)
(Source: Forbes)

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(Figure 2: Functions Driving Business Intelligence)
(Source: Forbes)
In this aspect it has been also assessed that in the aspect of business intelligence the big
data is playing a major role. Also, the big data is one of the most used tool among the business
enterprises for as a business intelligence solution (Stevens 2018). In the following aspect
important data regarding bid data has been presented.

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2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$80.00
$90.00
$7.65
$12.31
$19.60
$27.36
$33.31
$37.97
$43.40
$49.28
$55.22
$60.91
$66.11
$70.86
$74.88
$78.53$81.79$84.70
(Figure 3: Big data Market Forecast with Business Intelligence)
(Source: Created by Author)
BI tools and their primary features
There are various business intelligence tools that are used extensively for the betterment
of the decision that are take in daily businesses of an organisation. Among all those tools that are
commonly used in the organisations throughout the world, two tools that could be mentioned are
SAP Business Intelligence and SAS Business Intelligence (Khan and Khan 2016). Two of the
features that these tools support are Ranking Reports and What-If Analysis. Detailed description
of the features are as follows:
1. Ranking Report is the report that lets the organisation to view the best and the worst cases
based on the performance of different sections of the functionalities of the company
(Parenteau et al. 2016). Rankings are provided to every aspect and hence it will be easy

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to focus on the side that needs the attention. For this system the data which are required
in this case are mainly the organizational data which include performance of the
employees, sales data, manufacturing data etc. System will analyse the data and will
identify any improvements that the system requires (Jiang and Huang 2018).
2. The What-If analysis lets the organisation to plan for a better future for their business.
When there is a certain dilemma regarding the decision that has to be taken for the future
course of business but the certainty of success is not assured then this analysis will prove
to be the most useful feature (Jacobsen and Van Vugt 2017). This feature takes the past
data and after a detailed analysis, the potential rewards and thee risks can be determined
and hence better planning could be done for the future.

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References
Al Mamun, A., Guo, G. and Bi, C., 2017. Hard disk drive: mechatronics and control. CRC
press.
Bao, R., Castro, M., Lluva, V. and Qi, J., 2018. Empirical applications of big data techniques on
start-up companies in Catalonia.
Jacobsen, O. and Van Vugt, M., 2017. The Role of Business Intelligence in the
Internationalisation process of SMEs.
Jiang, S. and Huang, L., 2018. The Research of Port Enterprise Business Intelligence System
Base on Ontology. Management & Engineering, (30), pp.10-20.
Khan, Z.A. and Khan, M.N.A., 2016. Investigating BI in Real Time Systems: Concepts,
Components, Techniques and Benefits. International Journal of u-and e-Service, Science and
Technology, 9(12), pp.367-376.
Parenteau, J., Sallam, R.L., Howson, C., Tapadinhas, J., Schlegel, K. and Oestreich, T.W., 2016.
Magic quadrant for business intelligence and analytics platforms. Recuperado de https://www.
gartner. com/doc/reprints.
Stevens, H., 2018. Hans Peter Luhn and the birth of the hashing algorithm. IEEE Spectrum,
55(2), pp.44-49.