Development of an Organisational Decision Model through the Role of Social Media-Based Business Intelligence Herbert (a*), Munir (a), Ade Sobandi (b), Lala Septem Riza(a)
a) Computer Science, Universitas Pendidikan Indonesia, Jalan Setiabudi No.229, Bandung, Indonesia
*herbert[at]upi.edu
b) Management, Universitas Pendidikan Indonesia, Jalan Setiabudi No.229, Bandung, Indonesia
Abstract
This research aims to explore a representative business intelligence model and its contribution to decision-making for companies by taking advantage of the abundance of data on social media. Data sources from social media such as YouTube and Twitter are used together with artificial intelligence techniques to obtain valuable information for the company. The series of activities starts from (1) determining the main purpose of data analysis, (2) data collection, (3) data preparation and customisation, (4) business intelligence model development, (5) model evaluation, and (6) conclusion drawing. Based on analysis and testing, this research contributes a business intelligence model to be used as a support for decision-making. The model provides a clear procedure for companies to be able to process data sourced from their external environment. Currently, the resulting model is quite good, especially for small and medium-sized companies. By utilising business intelligence models, companies have additional alternatives to accelerate the achievement of their business goals. Data analysis for companies is now no longer sourced from their internal sources alone, considering that external conditions are currently moving very fast. Changes in consumer behaviour, product or service quality, competitors, and other opportunities can easily be done. The business intelligence model can also be used as a driving force to make changes in the direction of business goals if needed, such as the addition of new business units.
Keywords: Decision making- Artificial intelligence- Business Intelligence- Data Analytics, Social Media
