查看文章

Nowadays, customers demand faster customer service, and expect that organizations know them and provide appropriate services and recommendations for products quickly. Many organizations are reacting to these market needs by driving toward pervasive business intelligence, augmenting traditional business intelligence (BI) with the ability to capture, interpret and act immediately on data to make faster decisions. With pervasive business intelligence, organizations data warehouse changes to a system that can proactively and reactively interact with the business stakeholders, and it provides appropriate decision options to help marketers to respond and take action based on knowledge discovery in current integrated data. This work based on the literature review presents the Pervasive Business Intelligence state of the art and related areas, leaving open for proposing a conceptual framework to guide the development of activities of Marketing Intelligence.