The availability of correct and relevant data is key to effective decision-making (Bockermann, 2015; Turban et al., 2011). Therefore, data has multiple applications in diverse domains. The concept of big data has emerged in recent years, and its successful analytics has been attributed to the success of various entities (Fan et al., 2014; Negash, 2014; Chen et al., 2012). Globally, with the growth of cities, big data will be vital in understanding the population and developing targeted products to meet demand. Therefore, big data and its analytics play a significant role in enhancing the livability of a city. This is due to several reasons. These include; Efficient resource utilization: In a city, it is important to utilize systems that result in an efficient and more controlled resource use. This is due to the scarcity of resources. This may entail the adoption of such technological systems like Enterprise Resource Planning (ERP) and Geographic Information System (GIS) (Negash, 2004). For instance, by installing functional monitoring systems, it is easier to spot wastage and devise ways of distributing resources while controlling costs, and reducing energy and unnecessary consumption. Improved quality of life: This can be enhanced by availing quality services, more fulfilling work, and improved living conditions. The avenues for accomplishing this include better planning of a city’s transport system, availability of efficient services, and access to reliable information. Smart traffic lights: Traffic lights can be automated to automatically switch on and off depending on the situation at hand, hence easing congestion. Smart grid: This can be achieved through information collection technologies when used to analyze the industrial and domestic power usage patterns. These grids can also be automated to manage the loads by switching themselves on and off. This increases productivity and efficiency of service delivery. Business Intelligence (BI) is a valuable tool for companies looking to gain a competitive advantage in the market (Bockermann, 2015; Turban et al., 2011). This is because the internet is today's biggest source of market information. Consequently, shrewd organizations influence BI and the internet to study their clients and conduct business from an informed angle and with speed. Business intelligence can, therefore, be used in New York City to gain a competitive advantage over European market in the following ways: Business Performance Management (BPM): this is the process of setting goals and measuring performance in a bid to attain them. The BPM helps the identification of products that have reached the end of their lifecycle and thus need to be discontinued or underperforming stores. This may assist in the form of additional marketing support or promotions to overcome European competition. Measuring Marketing Effectiveness: Business intelligence entails management of the massive data sets available. The results of this analysis may help companies in New York to better target their clients, develop marketing budgets and understand how best to segment their markets to beat their European rivals Web Retailing: This can enable New York-based companies to increase their reach by use of the internet. Likewise, it can allow for the consolidation of an enormous amount of client information which can be used to bolster business. Moreover, web retailing allows companies to establish direct contact with their customers. As a result, the companies can understand their customers and track progress at each point of a sale. Ultimately, this enhances customer experience and service delivery, hence more business. If embraced, this may also help New York-based companies to outperform their European counterparts.
Answers to Case Study Questions
Zynga’s success in the video game industry cannot be disputed. This success has been fueled by the availability of relevant data such as preferences and frequency of playing. Consequently, the company’s key areas of focus are the data analysis, player, and games. Therefore, the statement implies that as opposed to the development of games, the company is more focused more on analyzing the customer data. However, this approach has proven effective. Business intelligence plays the most important role in Zynga’s business model. This is because it analyzes player data on a daily basis, and this informs its approach to game development. Vital information, in this case, include player activity and talent. The decisions supported by BI in Zynga include the product to be released for sale and what game to be presented to specific players, based on the player profile. Thirdly, it can decide which group of players will be targeted for particular activities such as promotions. Through the use of BI, Zynga enjoys an immense competitive advantage over its rivals. This is because while its competitors develop and release products blindly, Zynga’s approach is more targeted. As a result, it sells more. The use of BI can help Zynga solve challenges of inactive players, game development challenges, low product adoption and redundant promotion efforts. However, BI cannot assist it in addressing productivity problems, and its overreliance on social media.
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References
Bockermann, C. (2015). Mining big data streams for multiple concepts (Doctoral dissertation). Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business Intelligence and Analytics: From Big Data to Big Impact. MIS quarterly, 36(4), 1165-1188. Fan, J., Han, F., & Liu, H. (2014). Challenges of big data analysis. National science review, 1(2), 293-314. Negash, S. (2004). Business intelligence. Turban, E., Sharda, R., & Delen, D. (2011). Decision support and business intelligence systems. Pearson Education India.
