 Operational Intelligence and Analytics

Many decisions deal with how to run the business of these cities on a day-to-day
basis. These are largely operational decisions, and this type of business activity monitoring is
called operational intelligence. An example of operational
intelligence is the use of data generated by sensors on trains and equipment
by SNCF, which operates France’s rail services, including France’s high-speed
rail network. The railway network consists of about 32,000 km (20,000 miles)
of route and about 14,000 trains run daily. The sensors monitor data about
train speed, engine and train car functioning, and track conditions. Software for operational
intelligence and analytics enables organizations to analyze these streams of big data as they
are generated in real time. Companies can set trigger alerts on events or have them fed into
live dashboards to help managers with their decisions. Another example of operational
intelligence is the use of real-time data in the 28th South East Asian (SEA) Games held in
Singapore in 2015 as described in the Interactive Session on Technology. This case also looks
at the use of big data analytics in SEA Games. As you read this case, try to determine the
extent to which information technology is replacing human decision makers or making them
even more important.

 Location Analytics and Geographic Information Systems

Data and decisions are also based on location data. BI analytics include location analytics,
the ability to gain business insight from the location (geographic) component of data,
including location data from mobile phones, output from sensors or scanning devices, and
data from maps. For example, location analytics might help a marketer determine which
people to target with mobile ads about nearby restaurants and stores or quantify the impact
of mobile ads on in-store visits. Location analytics would help a utility company view and
measure outages and their associated costs as related to customer location to help prioritize
marketing, system upgrades, and customer service efforts.
Geographic information systems (GIS) provide tools to help decision
makers visualize problems that benefit from mapping. GIS software ties location data about
the distribution of people or other resources to points, lines, and
areas on a map. Some GIS have modeling capabilities for changing the data and
automatically revising business scenarios. GIS might be used to help state and local
governments calculate response times to natural disasters and other emergencies.

D. Management Strategies for Developing BI and BA Capabilities

There are two different strategies for adopting BI and BA capabilities for the
organization: one-stop integrated solutions versus multiple best-of-breed vendor solutions.
The hardware firms (IBM, HP, and now Oracle, which owns
Sun Microsystems) want to sell your firm integrated hardware/software solutions that tend
to run only on their hardware (the totally integrated solution).
It’s called “one-stop shopping.” The software firms (SAP, SAS, and Microsoft)
encourage firms to adopt the “best-of-breed” software that runs on any machine
they want. In this strategy, you adopt the best database and data warehouse
solution, and select the business intelligence and analytics package from whatever vendor
you believe is best.
The first solution carries the risk that a single vendor provides your firm’s
total hardware and software solution, making your firm dependent on its
 pricing power. However, it offers the advantage of dealing with a single vendor who can
deliver on a global scale. The second solution offers greater
flexibility and independence, but with the risk of potential difficulties integrating the
software to the hardware platform, as well as to other software.

12-4) How do different decision-making constituencies in an organization use business

intelligence, and what is the role of information systems in helping people working in a group
make decisions more efficiently?
A. Decision Support for Operational And Middle Management
Operational and middle management are generally charged with monitoring the
performance of key aspects of the business, ranging from the downtime of machines on
a factory floor to the daily or even hourly sales at franchise food stores to the daily
traffic at a company’s website. Most of the decisions these managers make are fairly
structured. Management information systems (MIS), which we introduced in Chapter 2,
are typically used by middle managers to support this type of decision making.
Increasingly, middle managers receive these reports online and are able to interactively
query the data to find out why events are happening. Managers at this level often turn
to exception reports, which highlight only exceptional conditions, such as when the
sales quotas for a specific territory fall below an anticipated level or employees have
exceeded their spending limits