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What is the difference between data, information and intelligence?
Ans. Data are simply facts or recorded measures of certain things or events. Information is data formatted to support decision making or define the relationship between two facts. Business Intelligence is the subset of data and information that actually has some explanatory power enabling effective managerial decisions to be made. So there is more data than information, and more information than intelligence.
There are hundreds of lines of data in the company. Most of that data describes the customers, employees, and profitability. From salaries to customer’s ZIP code, this data may range from 100 to 100 million pieces of data. But a ZIP code by itself is just a 5-digit number. Even with a customer’s name, it is almost meaningless.
Information is data that has been converted into a meaningful and useful context. For example, say the company has 500 customers. Let us say that 50 percent of these customers are from the ZIP code 33813 while the rest are from random, unique ZIP codes. This ZIP code would be considered the most profitable ZIP code. Under further investigation we realize that a particular industry is either lacking in presence or in great demand in the ZIP code 33813.
While this information is certainly telling, business intelligence is what would actually take this useful piece of information and use it for decision-making efforts. For example, you would decide to market in the area codes that have the highest demand. Business intelligence allows you to gain a competitive edge over your competition. Using ZIP codes to your advantage will enhance many departments in your business such as sales, marketing, and logistics.
In the world of business, there are billions of pieces of data. From salaries to ZIP codes, companies regularly sift through data to help describe information about their market and customers.
Data by itself does not create much excitement for a company. A ZIP code by itself provides little to no information.
Through data mining, companies can create valuable information that helps them discover ways to make their business more profitable. Taking information and converting it into action that helps create profit is called business intelligence.

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