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Business Intelligence by Jerzy Surma

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5.1. Introduction

In chapter 3, the application of information in sales and marketing was discussed, and in chapter 4, the business applications of advanced analysis were examined.

Traditionally, business intelligence (BI) analysis focused on an enterprise and its environment. People as a subject were not researched, unless as anonymous clients through their shopping habits. However, when clients began to be unambiguously identified and their behavior registered (e.g., in banking or telecom operators’ billing systems), a close analysis of an individual client emerged. Analyses clustered mainly around analytical systems for client relationship management. The notable benefits resulting from close behavioral analysis of clients inspired similar ...

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