Applying Business Intelligence Techniques to Business Using Google

Business Intelligence Google

Business intelligence is effectively the juncture point for connecting the interactivity universe with the vast amount of usable, real-time data that is now captured by the Internet. Estimates are that the digital capacity of this resource is growing at a rate of 30% annually, and yet for the most part few business interests are capable of handling such an opportunity (Cultureofperformance, 2010). Google and other forward-planning companies have identified this capacity as a resource explosion worthy of investing in for at least two recognizable reasons that are directly tied to its master plan for popular engagement (Payne, 2010).

First, it is clear that many companies outside of the technology sector are not fully immersed in the capability of data mining from relatively simple tools, such as fixed or dynamic web sites and services. The relatively simplistic representation of the information on the targeted YouTube cites posted by Google confirms this (Google, 2008; Clicksharpmarketing, 2008). Google Analytics was thus developed in many respects as a gateway resource. It serves to not just inform users about the types of data that are being captured in their activities, but it utilizes straight-forward, flexible mechanisms for click-and-assess capabilities. Historically and probably still typically today, most company executives either secure consultants (marketing, organizational, programmatic) to comprehend their data or they relied upon in-house IT professionals to at least present the data to them. In either case, these steps cost money, divert specialized expertise, and put the important strategic task in the hands of professionals who may not be qualified or emotionally invested in the underlying business. By serving the data in usable segments to personnel who really need them and may be closer tied to the company's survival, costs can be reduced and information can be better targeted and understood. Google Analytics provides the access portal for removing past impediments. The numerous YouTube or sector-specific videos that often keyword-connect viewers to these capabilities simply facilitate awareness or showcase how their company uses these capabilities. The fact that Google Analytics invests time and resources (without charging a fee) in highlighting how that data can be assessed to deeper depth is mostly a testament to the value it places on having massive numbers of users appreciating its utilitarian intentions even as these same user return more regularly for more sophisticated governance fixes (to feed the habit their gateway experience helped start).

Second, Google Analytics and other similar sites do not just capture data; they have the ability to "push" it to those most in need (Cultureofperformance, 2008). Enthusiasts of the digital gateway have already recognized that the technological explosion of innovation stands to expand exponentially. Accordingly, the ability to scavenge through useful data should now be considered an art form. Having access to appropriate quantities and qualities of information that is comprehensible is thus not a privilege but a right toward ensuring that creative potentials remain unimpeded. In a global, ecommerce society, what consumers buy and why they buy it, for example, is a credible indicator of the timely and time-sensitive sweet-spot of real-time information. Innovators want this and competitive businesses need it to be responsive to their stockholders (Techzyc, 2007). Google Analytics is aware of this and at least offers it as an altruistic justification for their practices (Clicksharpmarketing, 2008).