Üzleti intelligencia: alapok, melyeket mindenképpen érdemes ismerned

Az üzleti intelligencia (angolul: Business Intelligence, BI) mint kifejezés, már a kilencvenes években megjelent és kezdett el beépülni a hazai vállalatok életébe.

Amikor beírjuk a Google keresőbe a „business intelligence” kifejezést, megközelítőleg 75 millió találatot kapunk, míg az „üzleti intelligencia” kifejezésre nagyjából 112 ezret és még ennél is kevesebb lehetőség jelenik meg az „üzleti információszerzés”-re.

A számok közötti eltérés igen lényeges, ami azt is mutatja, hogy magyarországi viszonylatban a kis- és középvállalkozások túlnyomó részének még mindig nincs megfelelő tudása a módszer hatékonyságnövelésével kapcsolatban. Vajon mi lehet ennek az oka?

A lehetséges okok között szerepelhet egyfajta tájékozatlanság az üzleti intelligencia komplexitásával és működésével kapcsolatban, illetve magának a fogalomhoz tartozó rendszereknek a magas bevezetési költsége.

 

A következő témákat fogjuk átvenni:

  • Az üzleti intelligencia kifejezés eredete
  • Az üzleti intelligencia ‒ módszer
  • Egy vállalati erőforrás: az információ
  • Hol tudjuk felhasználni az adatbázisokat?

 

Az üzleti intelligencia (business intelligence = BI) kifejezés eredete

Az üzleti intelligencia fogalmának mai megfelelője Howard Dresner (Gartner Group, 1989) nevéhez fűződik, aki 1989-ben a következőképpen definiálta azt:

"Olyan módszerek, fogalmak összessége, melyek az üzleti döntéshozatal folyamatát javítják tényeken alapuló rendszerek segítségével."Howard Dresner

 

A Wikipédia a következő definíciót adja:

"…magában foglalja azokat az alkalmazásokat, legjobb gyakorlatokat, eszközöket ‒ beleértve az infrastruktúrát is ‒, amelyek lehetővé teszik, hogy megszerezhessünk és felhasználhassunk olyan információkat, amelyek fontosak ahhoz, hogy az üzleti döntéseket és így az üzleti teljesítményt javítsuk."Wikipédia

 

Dr. Molnár Bálint: Bevezetés – Az üzleti intelligencia fogalma c. kutatásában kifejti, szerinte milyen alrendszereket foglal magába az üzleti intelligencia:

  • Adat- és szövegbányászat,
  • Adatvizualizáció,
  • Üzleti információelemző rendszerek (OLAP),
  • Vezetői információrendszerek (Executive Information Systems),
  • Döntéstámogató rendszerek (Decision Support System – DSS),
  • Vállalatirányítási információrendszerek (Enterprise Information Systems).

 

"A képesség a tények összefüggéseinek megértéséhez, amely cselekvéseink során végigvezet a kívánt cél eléréséhez."Dr. Molnár Bálint

 

Egyébként a kifejezés eredetileg Hans Peter Luhntól (IBM, 1958) ered. Ő egy olyan világot képzelt el, ahol a létrehozott hatalmas mennyiségű információt automatikus, intelligens rendszerek fogják feldolgozni, tárolni és szétosztani, ezzel segítve a különböző szervezetek tevékenységét és döntéshozását.

 

Az „intelligence” angol szó az általunk bemutatni kívánt összefüggésben valójában információszerzést jelent.

Magyar fordításban az „intelligencia” szó eredetileg a latin „inter” (magyarul: között) és a „legere” (magyarul: választ) szavak összekapcsolódásából, az „intelligentia” szóból ered. Az intelligencia az elmének elemző és megkülönböztető képességét jelenti, egy komplex problémamegoldó képességet, ami a dolgok közötti választást segíti elő. Egyfajta döntéshozatali képesség.

 

Az üzleti intelligencia ‒ módszer

uzleti-modszer

 

Ezelőtt már volt szó információk sokaságáról, az üzleti intelligencia rendszer felépítéséhez, még sincs feltétlenül szükség adattárházra. Egy adattárház tervezésekor azonban felmerülnek olyan kérdések, amik rámutatnak arra, hogy az üzleti intelligencia nemcsak adatgyűjtésből, vagy különböző szoftveres alkalmazások bevezetéséből áll, hanem egy teljes szervezeti transzformációt, valamint új vezetői szemléletmódot és gondolkodást is jelent.

Ez a szemléletmód támogatja és segíti a vállalat működésének teljes átvilágítását, a belső folyamatok újratervezését, valamint az üzleti célok pontos meghatározását. Az üzleti intelligencia, mint módszer alkalmazása viszont csak akkor jelent üzleti előnyt, ha a döntéshozás folyamán kellő szakértelemmel tudják feldolgozni és felhasználni az elemzéseket.

 

Az adattárház tervezésekor a következő kérdések merülhetnek fel:

  • Milyen további adatokra van szükség?
  • Milyen adatok kerüljenek át az adattárházba a már meglévő adatbázisból?
  • Mi az eddig gyűjtött adatok tisztításának módja?
  • Milyen formátumban tároljuk az adatokat?
  • Milyen gyakran frissüljenek az adattárház adatai?
  • Felülről irányító (top down) stratégiai szemlélet vagy alulról jelentő (bottom up) operatív szemlélet alapján történjen a tervezés?
  • Milyen feladatokat lásson el?
  • Kik és milyen eszközön fogják használni?

(Krajcsák, 2012)

 

Egy vállalati erőforrás: az információ

uzleti-informacio

 

Az információnak vállalati erőforrásként jelentős gazdasági értéke van, birtoklása pedig előnyhöz juttathat minket a piaci versenyben. A jó minőség nagyon fontos a gyűjtött és tárolt adatokra vonatkozóan, mivel ennek hiánya használhatatlan és pontatlan információkat nyújtó adatbázist eredményez.

 

Az adattárolók (legyen az például adattárház, vagy egyszerű adatbázis) hibaforrásai a következők lehetnek:

  • Nehéz az adatok kezelése,
  • Nem található a keresett adat,
  • Változó az adatok formátuma,
  • Nem egyértelmű az adatok jelentése,
  • Az adatok időszerűsége nem megfelelő,
  • Redundáns adatok léteznek a rendszerben,
  • Nem ismert az adatok pontossága, helyessége,
  • Inkonzisztens adataink vannak (ugyanazon információ többféleképpen is megjelenik),
  • Az adatok különböző rendszerekben, egymással össze nem kapcsolható struktúrákban tárolódnak.

(Krajcsák, 2012)

 

Az előzőekben felsorolt előforduló hibák miatti „hibás” adatokat diszparát adatoknak nevezzük, kialakulásuknak pedig számtalan oka lehet. Nézzünk pár példát ezen okok közül:

  • Létrejöhetnek hibás adatállomány kezelésből adódó duplikációk miatt,
  • Létrejöhetnek különböző adatbázisok összevonásával,
  • Nem tervezett adatgyűjtésből származó adatok az elemzési igények megjelenése előtt,
  • Hibás adatrögzítés miatt üres mezők maradnak, elírások történnek, ha a rendszerben nincsenek automatikus ellenőrzések,
  • A vállalat fejlődése során folyamatosan bővülő, de eltérő formátumú adatokat tároló informatikai rendszerek miatt.

 

A diszparát adatok eltávolítása az adatbázisból sokkal költségesebb és időigényesebb feladat, mint az előre pontosan megtervezett adatgyűjtés.

 

Hol tudjuk felhasználni az adatbázisokat?

uzleti-db

 

 

Az adatbázisokat alapvetően két fő területen használja egy-egy vállalatirányítás.

1)

Az egyik ilyen, az úgynevezett operatív folyamatok területe, amely a napi tevékenységet támogatja a vállalat alsó- és középvezetői szintjein.

Ide sorolhatók például:

  • A vállalatirányítási feladatokat támogató vállalati erőforrás menedzsment eszközök,
  • A logisztikai feladatokat támogató különböző ellátási lánc menedzsment (supply chain management – SCM) eszközök,
  • Az értékesítést támogató ügyfélkapcsolat kezelő (Customer Relationship Management, CRM) rendszerek.

 

Ezek előnye, hogy képesek egyszerre több felhasználónak egy mindig aktuális állapotot mutató, folyamatos adatelérést biztosítani. Hátrányuk, hogy a lekérdezést csak előre meghatározott dimenziók mentén lehet végrehajtani.

2)

A másik terület a vállalati döntéshozatalt és stratégiai irányítást támogató üzleti intelligencia rendszereket foglalja magába. Ezeket vállalatok felső- és középvezetés felső szintjein alkalmazzák.

Előnyük, hogy a lekérdezés folyamata rugalmasan kezelhető. A lekérdezések során a következő kérdésekre kaphat választ a döntéshozó:

  • Mi történt?
  • Miért történt?
  • Mi történik most?
  • Mi történhetne?

 

Összegzés

Ahogy a fentiekben olvasható, az adatok központi szerepet töltenek be az üzleti intelligencia rendszere alkalmazásánál, hiszen egyszerre hozhatják a produkció sikerét és bukását is.

Ha Ön arra kíváncsi, hogy jelenlegi weboldala vagy webshopja mennyire hatékony, úgy kérje ingyenes auditunkat és 45 perces ingyenes tanácsadásunkat!

Ha van véleményed a témával kapcsolatban, írd le azt a lent található kommentekben!

Tetszett a cikk? Akkor oszd meg, hogy másokhoz is eljusson az üzenet!

 

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