Web Intelligence

Ovaj rad obrađuje različite načine primjene web inteligencije u poslovanju. Radom su tako obuhvaćene metode i načini na koje se web inteligencija primjenjuje u različitim segmentima poslovanja poput marketinga, CRM-a, upravljanja tvrtkom i korisničkoj podršci. Poseban fokus stavljen je na primjere iz prakse kako bi se pokazala uspješnost primjene web inteligencije i ukazalo na važnost koju ima sama primjena. Razmotreno je i na koje načine tvrtke mogu ostvariti prednost primjenom web inteligencije u donošenju poslovnih odluka i edukaciji zaposlenika. Posebno je stavljen naglasak i na važnost rudarenja weba korištenjem raznih metoda i algoritama poput sentiment analize kako bi se prikupilo što više podataka o kupcima i pokušalo razumjeti njihovo ponašanje prilikom kupnje. Rezultati do kojih smo došli ukazuju na to da primjena web inteligencije u poslovanju pridonosi boljem razumijevanju potrošača, boljoj mogućnosti prilagođavanja potrošačima i razvoju boljeg odnosa sa potrošačima.This thesis is about the field of web intelligence and its application on business. Methods and ways of how web intelligence is applied in different areas of business, such as marketing, CRM, company management and customer support, are covered within this thesis. We have put a special emphasis on real-life examples so we can present successful applications of web intelligence and try to show its significance in business. We have considered ways on how companies can benefit by applying web intelligence in decision making process and employee education. We have put an emphasis on importance of web mining using different methods and algorithms, such as sentiment analysis, so companies can collect as much data as they can about their customer and try to understand their behaviour during shopping. The results we came to, show that applying web intelligence in business contributes in better customer understanding, better possibility of adapting to customers and developing better customer relations