Improving Business Intelligence through Machine Learning Algorithms

Abstract

Machine learning (ML) is the study of various algorithms that help in making computers learn and work on itself without any specific programming done beforehand. It is a branch of artificial intelligence in which devices are built or programmed in order to function mostly on its own. In order to be able to predict or make decisions, mathematical models are built by the algorithms. Since machine learning is close to computational statistics, it is useful in developing computers to access data and derive the required outputs. Business Intelligence (BI) consists of the technologies and applications that are used to collect, integrate, analyze raw data and present information of a particular business. These systems help in making strategies and decisions in order to get better results for the future by comparing the past and present performances. It also helps organizations identify the market trends and business problems that have to be looked upon. Along with many advantages like boosting productivity and accountability, it also has a few drawbacks such as it being costly, complex and takes a long time to be implemented. In this paper, we have discussed how combining machine learning with business intelligence would be a true game-changer for companies who can afford it. It can not only help improve operational processes and provide better customer services, but also analyze large amounts of data and achieve real-time data analysis, as well as prevent the number of cybercrimes as these systems can learn to differentiate between what is the threat and what is not. Paper also represents the algorithms that are being used by the company in the process, and if it has been beneficial to them or not. One of the algorithms of machine learning that is used is linear regression. It is easy to implement and is used for purposes such as predicting real estate prices, financial performances and traffic. Cluster analysis is also used for the purpose of understanding the relationship between consumers and the products they mostly search for. In this paper a case study has been presented to demonstrate the business operations that take place in a major airport retailer in the region, and how they take the advantage of Business Intelligence to get better outcomes.