ANALYZING THE INFLUENCE OF BUSINESS INTELLIGENCE ON E-COMMERCE PERFORMANCE
Keywords:
Business Intelligence (BI), e-commerce, data warehouses, OLAP, data mining, consumer behavior.Abstract
The integration of Business Intelligence (BI) in e-commerce plays a crucial role in enhancing decisionmaking
and operational efficiency by converting raw data into actionable insights. BI tools like data
warehouses, OLAP, and data mining techniques enable businesses to predict consumer behavior, track
performance metrics, and identify emerging trends. The proposed BI architecture, which includes
components like data collection, data warehouse servers, OLAP servers, and analytics, ensures
seamless data flow, enabling real-time analysis and forecasting. This empowers businesses to optimize
stock management, personalize marketing efforts, and improve customer relationship management,
thereby boosting customer satisfaction and loyalty. However, challenges such as high implementation
costs, data security issues, and integration complexities hinder widespread adoption, especially for
smaller businesses. Future research should focus on integrating advanced technologies like Big Data,
cloud computing, and machine learning, which can further enhance BI’s capabilities. Additionally,
addressing privacy and security concerns is critical for BI’s ongoing success in e-commerce, where
data-driven decisions provide a competitive edge.
