Running head: BUSINESS INTELLIGENCE.

Business Intelligence.

Student’s Name.

Lecturer’s Name.

Institutional Affiliation.

Course.

Date of Submission.
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Business Intelligence.

List the reasons a business would want to display information in a graphic or a visual

format.

The manner in which a business displays its information determines how the target

audience interprets it. Additionally, the design in which information is presented relies mostly on

clarity and objectiveness. Therefore, using visual means offers data arbitration. In that, the

business translates the information visually as a means of easing the digestive process of big and

complicated data (Baltzan et al., 2018, p.499). As mentioned in the features of info graphics,

visual representation of information presents text complicated survey data and makes it easier to

comprehend. This way, a business that utilizes this approach has a higher chance of relevance

since the business community and target audience understand its information (Baltzan et al.,

2018, p.499). Also, every organization wants to gain competitive advantage in this age.

Considering that almost all businesses are abandoning traditional means of presenting

information, a business may choose visuals and graphics forms to match competition (Baltzan et

al., 2018, p.499).

Another reason for using graphics is when a business cuts across different communities

that speak different languages (Baltzan et al., 2018, p.499). Using visuals would be an easy way

since all stakeholders will understand one info graphic compared to publishing different texts in

different languages so that the audience can make sense of the information. In which, the

business uses a lot of funds through translation and publishing compared to creating one info

graphic that cuts across all language barriers (Baltzan et al., 2018, p.499). Finally, visuals are

more interesting compared to data and pages of information. Full reports that compose of written

information, numbers and formulas that calculate organizational outcomes and processes takes
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long to read and understand. Therefore, a business may use this strategy so that the audience can

take time to digest the information instead of just perusing pages of complicated data and

information (Baltzan et al., 2018, p.465).

Describe how a business could use a business intelligence digital dashboard to gain an

understanding of how the business is operating.

A business intelligence digital dashboard keeps track of critical performance indicators of

a business and the factors critical to its success through the compilation of information from

distinct sources and creating them to meet the needs of the user (Baltzan et al., 2018, p.489).

These performance indicators and factors allow the business to understand the critical elements

that influence the business and make it easy to analyze (Baltzan et al., 2018, p.490). Digital

dashboards provide insightful visualization of data, such that any performance indicator that is

not working towards organizational goals can be handled in an actionable and quick manner. The

utilization of digital dashboards by businesses depends on the type of business and its audience.

However, there are common questions shared across different business such as evaluating return

on investment (ROI).

ROI is calculated by monitoring the profits and the investment made on the business

process, for example, marketing. Digital dashboards present visuals that allow businesses to

track such important questions and also evaluate how business is doing presenting a chance to

make adjustments and improvements in the required areas. Dashboard visualization tools are

many, however, one has to key in important data so that the dashboard can present the data in a

comparable manner that provide answers on business operations. Use of business intelligence

digital dashboards allows businesses to monitor, comprehend and evaluate how the business is

performing so that the required improvements can be implemented in time. Generally, these
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dashboards allow business to identify the strengths and weaknesses in their operations (Baltzan

et al., 2018, p.485).

Explain how a marketing department could use data visualization tools to help with the

release of a new product.

The release of a new product into the market is one of the most critical phase of

organizational processes. Data visualization aligns with the concept of a picture is worth a 1000

words. The release of a new product is followed by business required alignment between

marketing and sales. However, if not monitored adequately, this requirement may turn into a

misalignment which may cost a business much more financial resources through losses.

Considering the fact that the brain processes visuals faster, data visualization ensures that hard

and big data concerning market preferences and consumer behaviors is easily understood.

Therefore, data visualization prevents overthinking and over processing of traditional big and

hard data which is referred to as analysis paralysis (Baltzan et al., 2018, p.486). Analysis

paralysis is known for slowing data processing by marketing teams resulting in paralyzed

outcomes (Baltzan et al., 2018, p.486). Additionally, before the inception of a new product into

the market. Data visualization may assist in understanding competition, their strategies and

products through enhance reporting capabilities and clear illustrations. These capabilities and

illustrations present patterns that the marketing department may understand target audience

consumer behaviors allowing room for strategic marketing (Baltzan et al., 2018, p.486). Being

fully aware of these processes allows a business to utilize new and fresh ideas into the release

process, strategies that will attract a larger percentage of the market share and present

competitive advantage.
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Categorize the five common characteristics of high-quality information and rank them

inorder of importance for Hotels.com

Hotels.com is a website that provides hotel sourcing services from different geographical

locations. The website connects clients with different hotels where they can spend time and

nights too. Such a site requires high quality information which will ensure that clients are paired

with the hotels suited to their needs. Therefore, the features of high quality information have to

match this sequence in hotels.com:

Complete- such a site is used by clients who require urgent services and want to save time

otherwise used for physical hotel sourcing. Therefore, the information provided by the website

should be valuable to the client and equipped with all the necessary and critical information

concerning hotels in the vicinity. Additionally, information such as physical addresses, services

and other specifications such as room sizes should also be provided (Baltzan et al., 2018, p.434).

Accurate- it is important to ensure that Hotels.com has accurate and reliable information

(Baltzan et al., 2018, p.434). This is because the clients rely on the information provided by the

website for budgeting and making arrangements on how to utilize services provided. Inaccurate

information on the site may result to bad reviews from clients which in turn affects the website

and the businesses.

Timely- timely information refers to information that is up-to-date and matches business current

information (Baltzan et al., 2018, p.434). Hotels.com requires timely information such as offers

and discounts, increased hotel rates or full capacity hotels. This information allows for clients to

seek alternatives and be aware of updated information to avoid inconveniences. Additionally,

clients are able to choose hotels that match their needs and financial resources.
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Consistent- high quality information needs to be consistent to present transparency and detail

(Baltzan et al, 2018, p.434). Hotels.com has to present consistency so as to allow clients to fulfil

their needs through the evaluation of correct summative figures especially concerning

accommodation packages. Additionally, consistency presents a summary of critical information

to the client. Therefore, it has to be truthful to avoid any complications or inconveniences during

check-ins or check-outs.

Unique- unique information ensures no duplication is allowed and data is served once (Baltzan

et al., 2018, p.434). hotels.com represents different accommodation facilities. Therefore, most of

the hotels have distinct rates which the website should take into consideration. However,

considering that the website services the same industry, similarities may be seen especially in the

price margins. However, the differences should be clearly highlighted so that clients are not

confused or charged twice for the services received.

Develop a list of some possible entities and attributes in the Hotels.com database.

As mentioned earlier, Hotels.com allows clients to source for accommodation services in

different locations all over the world. Database attributes refer to an entity’s property presented

in a data table. Being a hotel-service provider, the website has to have hotel names and locations

in its database. This information allows for the categorization of hotels in terms of their

geographical location which assists in monitoring bookings and so on. Another attribute is

consumer information (Mariani, 2018, p.3). This aspect includes consumer contacts, name and

length of stay. This attribute allows for the website to easily share consumer information with the

hotels they have chosen providing easy transition and smooth services. The database also

contains hotel contacts which are used to notify hotels on incoming guests and also consumers to

confirm their stay (Mariani, 2018, p.3). This allows for constant communication between the
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hotel, website and consumer. Finally, the database contains room types and room numbers. This

is because different consumers’ needs different sized rooms or floor numbers. This information

allows the website to provide consumers with choices and respect them. These attributes allows

Hotels.com to update its website ensuring reliable and up-to-date information (Mariani, 2018,

p.2).

Assess how Hotels.com is using BI to identify trends and change associated business

processes.

Business intelligence allows organizations such as hotels.com to keep up with the

changing industry that has abandoned traditional business monitoring methods. The business

applies different BI techniques that ensure the business runs smoothly. Through data mining,

hotels.com is able to identify consumer tastes and needs (Baltzan et al., 2018, p.497). This

identification allows for the categorization of different destinations. For instance, the website is

able to differentiate between popular domestic accommodation packages and those of foreign

travelers. Additionally, the business is able to create marketing strategies that appeal to their

target market such as discounted free nights. Also, using digital dashboards allows the business

to identify the indicators that affect their business process. This feature allows hotels.com to

come up with competent strategies for marketing and different campaigns.

Through the use of BI, hotels.com is able to create a price index that allows clients to

choose their specific features such as lowest price to highest price or vice versa and so on. Data

visualization allows the hotels.com to monitor and evaluate their business strategies therefore

improving to match the market and consumer needs (Baltzan et al., 2018, p.497). The use of BI

has also allowed hotels.com to create a database and develop a database management system.

These features allows the entity to maintain important information associated with the business
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process while the DBMS allows the entity to create and update data in the database (Baltzan et

al., 2018, p.498).

These features allows the entity to keep up with organizational processes while providing

security and easy access of entity data. Use of BI in hotels.com allows the entity to comprehend

its strengths and weaknesses. Such identifications allows management to evaluate weaknesses

and establish opportunities that can elevate the entity further (Baltzan et al., 2018, p.491). This is

because BI allows the interpretation of complex data into useful and comprehendible

information. Therefore, the use of BI simplifies business processes and facilitates decision

making.
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References.

Baltzan, P., Phillips, A. L., Lynch, K., & Blakey, P. (2018). Business driven information systems.

New York: McGraw-Hill/Irwin.

Mariani, M., Baggio, R., Fuchs, M., & Höepken, W. (2018). Business intelligence and big data

in hospitality and tourism: a systematic literature review. International Journal of

Contemporary Hospitality Management.