keynote SIIE 2020 conference

1. The future of Business Intelligence and
Knowledge Management
at the era of Big Data
Souad Kamoun Chouk Assistant professor
ESCT-UMA –Tunisia Ligue Laboratory
Souad.kamoun@est.uma.tn 1

2. Content
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1. The five V
2. The issue
3. What could BD bring to CI?
4. What could CI bring to BD?
5. How to use BD wisely?
6. Bridging DIKW pyramid and Five V
7. KM within the business environments
8. The structuring effect of Information Governance
9. Why strengthening Information Governance
10. The Literature review authors integrative position
11. The BDBIKM model
12. Key takeaways

3. Background
From the early 1990s
 Faster computer processing
 Enhanced storage capabilities
 Enhanced computers, sensors,
handheld devices, tablets, and the
like,
 More source of data
 Facilitated industry application
● Marketing and advertising (online
activities, text messaging, social media, etc.)
● Healthcare (machines that provide
treatment to patients, electronic health
records (EHRs), digital images, wireless
medical devices)
● Transportation (GPS activities)
● Energy (residential and commercial usage
metrics)
● Retail (measuring foottraffic patterns at
malls, demographics analysis)
● Sensors imbedded in products across
industry sectors tracking usage 3

4. The five V of BD
4
Value
Veracity
Velocity
Variety
Volume

5. 5
Big Data is :
BI
BI is : “An organized and systematic process by which
organizations acquire, analyse, and disseminate
information from both internal and external information
sources significant for their business activities and for
decision-making”
Lönnqvist, A & Pirttimäki, V. (2006).
BI&A, is often referred to as “the techniques,
technologies, systems, practices, methodologies, and
applications that analyse critical business data to help
an enterprise better understand its business and
market and make timely business decisions”
“A huge quantity of datasets, but
in fact it includes other features. In
addition to (1) the volume, BIG
DATA is based on (2) the variety
to present various data formats
(structured, semi-structured or
unstructured), (3) the velocity to
provide timeliness requirements,
(4) the value to give the ability to
extract the meaning from the
collected datasets, (5) the
variability to provide inconsistency
concept of the data, and veracity
to work on the trustworthiness of
the data”.
Daki, H. et al. (2017),
Competitive Intelligence oriented
external information is part of BI

6. The issue
Managers want to combine the
precision given by human
intermediaries with the
opportunity of online information
How to capitalize on the sources
of BD and their analysis tools (in
the context of business
intelligence devices) and generate
new knowledge that supports
strategic decision making and
stimulates innovation to remain
competitive?
6

7. What could BD
bring to CI?
BIG DATA, enables business intelligence to find
and feed on strategic information. Four aspects are
to be analyzed around BIG DATA:
1-The defensive aspect of BIG DATA: thanks to the
information that BIG DATA can process, it is possible
to identify, analyze and process signals to protect
against a potential attack.
2- The competitive aspect: BIG DATA makes it
possible to identify and profile competitors, hence an
effective competitive intelligence.
3- The fun game aspect: BIG DATA through the
transmission of data, can oppose regulatory and legal
risks related to intellectual property.
4- The sources of information: SIGINT, HUMINT,
OSINT, IMINT, GEOINT.
7

8. What could CI bring
to BD?
Competitive Intelligence allows
BIG DATA:
 To be used wisely;
 To detect, for example, the
strategies of competitors.
8

9. How to use BD
wisely?
A recent Finding of Gupta, M. and
George, J.F. (2016), points out the
following:
“Most studies have emphasized on
infrastructure, intelligence, and
analytics tools, while other related
resources such as human skills and
knowledge have been largely
disregarded “
Wise use of Big data needs to move
from data to wisdom (Ackoff, R.L.
1989) pyramid
9

10. Bridging DIKW and Five V
10
Value
Veracity
Velocity
Variety
Volume
Wisdom
Knowledge
Information
Data

11. Meaningful external and internal and
operational data that feed the Business
Intelligence Information system are processed
through the sensemaking process.
Sensemaking stimulates a learning loop
allowing information to be located in space
and time and the emergence of tacit
knowledge.
The externalization allowing to convert tacit
kowledge to explicit Knowledge
The socialization process engages the IS actors
in intraction that makes it possible to add their
expertise
The combination of this emerging knowledge
with the mental schemas in force leads to their
internalization in the cycle of knowledge
Internalization involves the conversion of
explicit knowledge into tacit knowledge which 11

12. KM within the business environments
If BD solutions offer to BI the opportunity
to move from structured data to
unstructured data, what can KM, as a
further step in data analysis, offer to BI and
what are the differences that need to be
identified to clarify the role of each in a
competitive business environment?
Pang and Lee (2008), recommend
customer opinions, text analysis and
sentiment analysis techniques for social
media analytics.
12

13. The structuring effect of Information
Governance
“without the necessary structural,
procedural, and relational practices of
information governance, it is most
probable that investments will not pay
off”. Mikalef, P. & al. (2017)
Information Governance is: “a
subset of IT governance and is defined
as a collection of capabilities or
practices for the creation, capture,
valuation, storage, usage, control,
access, archival, and deletion of
information over its life cycle”
Tallon, P.P., et al. (2013)
People who possess these skills are
called « digital literate »
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14. Why strengthening Information Governance
De Haes, S. and Van Grembergen, W.
(2009):
By establishing appropriate governance
schemes and practices, the implementation
of IT strategy can be executed in alignment
with the business strategy, which
ultimately leads to firm performance gains
14
Patrick Mikalef et al. (2018), confirm
Tallon, P.P. et al. (2013) view about the
value of information governance, as an
extension of IT governance, on firm
performance.

15. Current status
 The Survey Paper on Importance of Integration of Knowledge Management and Business
Intelligence (Lomte and Shah, 2014)
 Integrating Knowledge Management with Business Intelligence Processes for Enhanced
Organizational Learning (Shehzad and Ahmed Khan, 2013)
 Business Intelligence in Big Data (Chinu, Kanika, Ekta, 2016)
 Integrating Knowledge Management and Business Intelligence Processes for Empowering
Government Business Organizations (Surbakti, 2015)
 Big Data and Knowledge Management: Establishing a Conceptual Foundation (Erickson and
Rothberg, 2014)
 A knowledge Management Framework Using Business Intelligence Solution (Gadu and El-
Khameesy, 2014)
The Literature review authors’ integrative
position

16. The proposed BDBIKM Model
16
Kamoun-Chouk Souad
Berger Hilary
Bing Hwie Sie, (2017)
Aplication of this model within the
tunisian telecommunication sector
(Amri, A. 2018) showed that :
Public and private companies face
enormous obstacles when trying to
exploit BIG DATA and create the value
of BI & A and BIG DATA coupling
Insufficient skills and organizational
immaturity are the main obstacles

17. An adapted model integrating the DL concept Kamoun Chouk,. (2020)

18. Key takeaways
Thanks to the technology and software
progress and the five V of data we see
SIS moving from an archepel of
isolated ilands to a smart and connected
urbanized city with more bridges and
less walls inhabited by Digital literate
persons and structured with
procedures, and relational practices of
information governance.
The BDBIKM model is intended to allow:
● Enhencing the quality of each layer
● A rational use of techniques and tools
● Effective and appropriate investment
● Better understanding of compagny internal
and external information and knowledge
needs
● Creating an enabling environment for
successful strategic and informed decision
● Improving business performance and
competitive advantage.
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19. Thank You

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