BI系统架构及其在电信行业中应用.doc

BI系统架构及其在电信行业中应用 As information technology grows, more and more companies are realizing how to use the enterprise* s existing data to make business decisions critica1. Especially in the communications industry operators, as competition intensifies, the operator or the development of large-scale users, or to reduce cost, create higher benefits? The BI system, known as the business intelligence system, can help make decisions and reduce marketing costs in a vast and complex number of data? Over the past few years, BI has been one of the hottest spots in the IT space? As companies realize the value of the data, the BI activity is in full swing. Most companies, however, do not realize that they have made the same mistake, believing that data is the equivalent of information. Turning data into infonnation requires three steps: DW (data warehouse) - stores data and sets data structure rules? BI (business intelligenee) - process!ng data to form reports? Analysis - extracting data, analyzing trends, finding opportunities, finding new customer groups, etc? In reality, most companies cant really translate data into information by adding a third step (analysis) to their DW and BI activities? While the solid DW and BI infrastructure are also important, the real is generated only after the analysis action is made? The DW and BI infrastructure allows business users to extract and organize existing data, while analysis enables business users to derive the decision information that is available to them? Once the analysis is added to the BI structure, the entire BI is more powerful. Analysis can let the enterprise from report forms, to promote to a higher level of decision-making, make the enterprise more thorough understanding of those who can to the biggest impact on operating elements, such as marketing efficiency, pricing, channel, customer service, supply chain optimization, risk control, sales performance and so on. Arguably, BI is just a reporting tool for lack of analytical