When Hans Peter Luhn, in 1958, gave birth to this acronym (BI), he did not imagine the scope of this system which turned out to be revolutionary.
The huge data archives, unused, cumbersome and difficult to use for practical or knowledge purposes have made room for new systems stored in particular databases, the "data warehouse", able to preserve the information qualities.
A digital source, a thousand gears. Matter in all its relativity.
The personalities involved in the Business Intelligence processes use applications, software and other technologies to collect, store, analyze and distribute the information, projecting it into the economic fabric to become a decisive resource for them.
The countless information, statistical surveys and collection tools, increasingly define business strategies. We also talk about performance management to indicate the interaction between software tools and application software capable of creating new, more dynamic and reactive business processes. Not a new relationship between technology and economy that is not new, but rather the indefinite spatio-temporal dimensions in which they are defined. The particularity of this system is the versatility that allows it to be efficient and advanced in many sectors (from marketing, to the company, to the commercial) thus supporting the decisions of those who play managerial roles, ie direct managers of strategic decisions.
But if data growth has always been a problem that until recent times has been faced with the growing
power of data management systems and software, in the last decade evolution which we are
witnessing proposes a revision of the concept of Business Intelligence.
We are talking about Big Data, the new frontier that contains the four macro-trends changing the way companies operate in all sectors of industries, whose products and services are more less directly to end-users consumers, influencing a fundamental component of the economy of advanced countries. It deals with:
- the availability of data that grow in quantity and quality of exponential rates;
-difference of mobile communication that has transformed our way of living and working;
- the growth of cloud computing and the type of service delivery it offers;
- the birth of a new fabric of interpersonal relationships which enabled by the Internet, assumed a global dimension who aims is a market made up of many people and not just a few entities.
A derivation of digital marketing that fully exploits the potential of data on social media and provides a series of incredibly precious insights to develop their business. The main objective is to enhance the wealth of information at hand, but how?
Listen to the active dialogue on social networks to transform the data produced by users into valuable information for the business; monitor the conversation on social media; observe user behavior analyzing the collected data. It is thus possible to extract strategic considerations for the success of the company and turn users into an invaluable source of information. A social population with more than 3 billion active users.
What are the possible projections of this Social Media Intelligence?
-Consent to exploit the ideas of customers and users that revolve around the brand by directly asking its followers;
- anticipate possible corporate crises, where an increase in negative sentiment is noted;
- ignoring the profound opinion of the social people, on the contrary, can have negative consequences.
The mere presence on Social, however, is not enough to make the leap in quality and dominate the market contemporary from a 2.0 perspective. With the boom in Social Media, strategic analysts and intelligence experts have become aware of the importance of acquiring information useful to monitor tastes, a commercial business that has both socio-geopolitical reasons and more complex reasons for military strategy and intelligence. A need that has gradually crept in violent in the privacy of the individual who, in a complex geopolitical scenario, is succumbing to supranational needs or, as many times, with respect to the corporate policies of large multinational lobbies in the sector.
For example, we would have come to a kind of manipulation of sexual navigation: from the "Porn Napping", aimed at the purchase of expired domains, previously linked to thick commercial brands, which refer to sites with paid pornographic content at the " Cyber Squatting "showcases made of domains that, through an apparently innocuous vocabulary, refer to the pornographic business.
And again, there are advertising tricks that through the icon of the command of "advertising," ok "direct to paid sites. Similarly the "Tabnapping", a phishing technique that presents to the user, through a referral link, a page similar to the one used for the use of services through access with user id and password, allowing in this way take possession of the credentials used with identity theft.
Another example is the "Misspelling" designed to postpone, through the typing of a string of highly clicked text, to an Asian porn site.
Escamotage like the "Looping", the "Mousetrapping" and the "Startup File Alteration" represent a variety of continuous and unstoppable commercial expedients. Whether it's pages with forced opening, alteration of mouse button operation or continuous redirection to a specific page when the device is started. In short, the ultimate goal is always the same.
The system has therefore evolved through protocols of analysis able to creep into networks and countless social channels in order to identify profiles, identify relationships, focus organizations and draw link links useful for the reconstruction of a relational profile.
In methods for intelligence or justice purposes, however, it may happen that the analyst or the profiler must go beyond the containers of open sources. The infiltration of the target's social network occurs indirectly in order to avoid the suspicious target, monitoring, next to public connections, its networks
(for example Facebook, Twitter, Tinder, Whatsapp, etcetc) or, if possible and opportune, through direct requests of "friendship" with the use of a fake coverage profile. A real puzzle for the investigator who will have to extricate theirselves in false domains and invented accounts.
So we can speak of sentiment analysis to indicate an intelligence protocol aimed at plumbing the web, through which it is possible to make individual profiles, acquire emotional information and describe articulated relational links between subjects. An approach of intelligence among many, but the present and the future of the most advanced monitoring techniques. An instrument able to know and condition the interests and orientations of social groups and categories but also, least but not last, the most important and advanced tool that the intelligence and security organizations of the entire planet will have available to stem and prevent new forms of terrorism that, before, runs along the web as never, through propaganda, proselytism, emulation and psychological intimidation.