Data Mining

Question 1: Case One –eBay Q1.1. Discuss the relationships between business intelligence, data warehouse, data mining, text and web mining, and knowledge management. Justify and synthesis your answers/viewpoints with examples (e.g. eBay case) and findings from literature/articles. To understand the relationships between these terms, definition of each term should be illustrated. Firstly, business intelligence (BI) in most resource has been defined as a broad term that combines many tools and technologies, used to extract useful meaning of enterprise data in order to help the decision maker. Turban, Sharda, Aronson, and King (2008) said: ‘Business Intelligence is an umbrella term that combines architectures, tools, databases, analytical tools, applications, and methodologies. It is a content-free expression, so it means different things to different people. BI’s major objective is to enable interactive access (sometimes in real time) to data, to enable manipulation of data, and to give business managers and analysts the ability to conduct appropriate analysis. By analysing historical and current data, situations, and performances, decision makers acquire valuable insights that enable them to make more informed, timely, and consequently better decision’ p.28. The EBSP glossary defines business intelligence as ‘a broad term for software reporting tools that pull data from various sources to generate customizable reports’ (EBSP, 2009). Rud (2009) also defined BI as a set of architectures, methodologies, theories, processes and technologies that aims to deliver meaningful and useful information for business purposes. He argues that BI is a gate of new opportunities that bring a business into a competitive market advantage and ensures long-term stability. However, from the above definitions it is clear that BI is capable of providing a holistic view of the business by utilizing organisation resources such as database (i.e., data warehouse and data mart) and data

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