Business Intelligence 2.0

Abstract:

The interactive exchange of opinions on Web 2.0 has a high influence on consumers' purchasing decisions. The analysis of opinion formation enables companies to assess opportunities and risks at an early stage and to initiate suitable marketing measures to influence opinion formation. The large number of unstructured, text-based customer opinions and the complexity of human behavior patterns make manual analysis possible only to a limited extent and require an automated solution using business intelligence methods. This paper presents business intelligence services to support market research and marketing. The data basis is formed by the social opinion forming processes in Web 2.0. With the help of mining services and monitoring services, valuable knowledge about opinion formation is gained and continuously monitored. Early warning services allow early assessment of opinion trends and warnings in the event of critical situations. Decision support services provide recommendations for influencing opinion formation.