MAR | 2021

Business Intelligence in Ecommerce (BI eCommerce)

Ecommerce Business Intelligence

Table of Contents
  • What is Business intelligence (BI)?
  • Business Intelligence in E-commerce
  • Is E-commerce BI necessary?
  • Business Intelligence strategy
    1. Data Integration
    2. Data Quality Management
    3. Customer Segmentation & Advanced Analytics
  • Future of Business Intelligence

Upcoming decades would bring huge technology advancements, especially in areas such as data governance and data realtime delivery. Expert opinions resemble this to another explosion of data technology. With all these innovations and technology advancement, data exploration would more likely be democratized for all categories, including executives, analysts, stakeholders, etc., across industries. Professionals need to improve their data proficiency to ensure your business organization is perfectly flexible to follow the trend. Here we"ll discuss the crucial role of Business Intelligence in e-commerce industries and how it transforms and improve data management and proficiency.

Business intelligence (BI)

Business Intelligence is just getting your reliable and relevant information about customers, marketing, sales process, retail business data, etc., intending to achieve better and quicker decision at the right time. BI tools collect all unstructured data and showcase them as compelling reports and dashboards, reducing manual efforts improvising decisions. Cindi Howson, one of the top influencer in analytics and business intelligence from the Gartner's, explained two types of BI exist as:

  • Traditional/classic BI: using in-house transactional data to produce reports.
  • Modern BI: users interact with an agile intuitive system to analyze data faster.

Business Intelligence also indicates the range of tools providing faster access to business insights compiling presently available data. BI tools access and analyze a set of data and reproduce analytical findings in reports, dashboards, graphs, charts and maps. It provides users with detailed intelligence about the business status.

E-commerce Business Intelligence

Every business wants their firm to become more data stack. Most of them utilize technology stacks that constitute four key components; ingestion, warehousing, transformation and Business intelligence. Today data-savvy businesses are relying upon technology stacks and recently this has evolved into a great significance of data technology. Also, new data tools have been introduced into various industries, which lead businesses to improvise their data technology stack for further competition.

Is E-commerce BI necessary?

Ecommerce BI follows the core functionality of BI gathering and analyzing data about customers, marketing and sales processing of e-commerce industries. E-commerce BI is mainly used to reduce manual efforts in creating reports and dashboards. Major ecommerce development companies leveraged BI in mobile app development for:

  • Decision-making accuracy & speed
  • Drive better revenue
  • Improved Operational efficiency
  • Gain Competitive advantage
  • Manage business & identify issues

E-commerce companies have got massive opportunities with digital transformation to develop into a successful business. In competition, these firms are throwing ads and influence through social media platforms towards their customers. So to match the pace and win the race, you need to make a difference. If something could make difference, it is Business Intelligence alone. BI can offer you the following benefits with data and algorithms from businesses;

  • It organizes advanced client segmentation based on requirements, interest and purchase data.
  • Creates simpler user experience, with customized e-commerce website design, personalized products and promotion, discounts and rewards, etc.
  • Improve personalized customer experience with better marketing campaigns by analysing customer interaction and lifecycle.
  • Customized high end moving products according to the trends and pace of the market.

Business Intelligence strategy

BI tools have come a long way from IT people being the only users to a more intuitive, user-friendly system enabling numerous users across organizational domains. From surveys, businesses prefer classic BI to create accurate financial reports, with utmost accuracy, using standard questionnaires and data. Certain businesses use modern BI where users prefer quickly changing dynamics where faster access is ensured than getting it right. Many firms are fighting to implement effective BI strategies because of low-quality data practice and mistakes.

Working out a BI strategy completely depends on the business and data required. The five Important Business Intelligence Functions include:

  • Reporting
  • Collect data and create insights and follow business trends using advanced tools.

  • OLAP
  • A powerful technology of Online Analytics Processing allows complex calculations and forecasting

  • Analytics
  • Gather all the available data and sort it for insight delivery about all the business and future opportunities.

  • Data mining
  • Collect and process data from various source, analyzing patterns from a diverse database.

  • Benchmarking
  • Compare data metrics, including cost, time, quality of different companies and departments, etc., to industry standards.

Apart from these functions, Business Intelligence works as a whole following solution like integration, quality management, and Customer segmentation and advanced analytics. To have a deep look:

Data Integration

Data from all sources of an e-commerce business solution, CRM, social networks, marketing tools, etc., is collected into central storage like DWH or cloud solutions. You can also create a Data warehouse(DWH) in the cloud space or premises in the lack of a centralized storage facility. Integration helps in bringing further insights. A cloud DWH is favourable with easier deployment and lesser implementation cost.

Data Quality Management

Check on data quality management procedures to ensure high data quality and analytics insights. Each business needs to build a personalized data quality management approach to meet its specific requirements. The most important stages of the data quality management process are as follows:

  • Data quality thresholds and rules determination
  • Data quality assessment
  • Resolving data quality issues
  • Control and monitor data quality

Customer Segmentation & Advanced Analytics

BI solutions come with analytical algorithms that allow customer segmentation for selected categories in order to promote insights. It can also be linked with Big Data from external sources like social media, weather data, etc. BI solution is also AI-driven that customize the content on website pages, modify purchase with rewards and offers, ensure easy check-out, etc. This, in turn, help towards a personalised user experience, increased sales, with improved customer loyalty.

Future of Business Intelligence

BI has been guiding e-commerce businesses to make quick strategic decisions. With the advancement of technology like ML and AI, BI software and systems became self-sufficient with increasing popularity in ecommerce app development. BI is not always for MNCs but can also be implemented, in small scale and e-commerce business enterprise. It helps them grow, understanding the factors like marketing, AP, sales and data related procedures. BI system or tools gathers and process a good amount of complex data to enhance a company's strategic business decisions for future growth and development. Some of the recent trends in the e-commerce business comprise data integration, data usage, increased collaboration, better data storage, etc. E-commerce businesses that want to stay alert in the competition are implementing BI now, expecting easy to use tool, structured and data-driven answers, buy-ins, and to ensure the company meets staff requirements.

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