NEWS ANALYSIS: Business Intelligence is being transformed by the ability to use massive cloud computing services, big data analytics and huge external data sources.
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What I find interesting in this article is the idea that performing simple queries over extremly large data set can actually produce better result than using complex analyses over not-so-large data.
"Creating simple queries over huge data sets can provide insights much more quickly and with more accuracy than trying to create sophisticated algorithms narrowed toward smaller samples."
On the basis of this idea business intelligence is shifting from making better use of the data inside one's own company to using those vast pools of data outside the firm (big data if you will) to capitalize on customer sentiment, buying patterns and economic indicators.