Application of Business Intelligence (BI) Technology in E-Banking Transactions
Thebestindonesia.com – A bank is a business entity that collects funds from the public in the form of savings and distributes them to the public through credit and other structures to improve the standard of living of the people at large. In addition, a bank is a business entity that collects funds from the public in the form of savings and distributes them to the public through credit and other structures to improve the standard of living of ordinary people. One method of the transaction has started to be widely used in e-banking. One way of marketing has begun to be commonly used in e-banking.
E-banking is an internet portal that allows customers to use various banking services, from paying bills to investing (Prayitno, 2018). E-banking consists of Mobile and Internet Banking, allowing customers concerned to access available information regarding balance reports, transfers, bill payments, and others online. Therefore, banking cannot be separated from the demands to provide the best service; one of them is updating technology, including e-banking.
Several surveys from previous researchers, starting in 2015-2019, show that the development of e-banking users in Indonesia is increasing daily. This is the following data recorded in 2019. There were 8.6 million mobile and internet banking service users, with 40% being active users of e-banking. Where banking transactions are most widely used for the two e-banking services, transfers between banks and other banks, bill payments, purchases of credit or data packages and electricity tokens, and e-money top-ups. Along with the use of e-banking which is overgrowing from year to year, e-banking is one of the main focuses as one of the banking services that has been implemented in various countries, even though there are still risks. However, e-banking remains an alternative to further improve the quality of bank services to its customers. This is the bank’s obligation regarding the digitalization era and commitment to empowering customers. One is by constantly increasing the promotional media for the products offered. However, this promo strategy will be useless if done incorrectly.
Promotions carried out in the wrong place, the wrong subject, and so on will produce inappropriate output. Therefore, banks must be able to adjust to consumer desires and provide suitable services based on transaction history so that the use of e-banking can increase. If the bank can give attractive benefits and offers to customers, then from a business perspective, it will expand and be influential. Banking is one of the services that have an interest in consumers with a commitment to providing the best service. This also affects the increase in the number of e-banking users, which can impact the amount of transaction data on e-banking. The more users, the greater the amount of transaction data. Thus, the volume of raw transaction data (payment/purchase) will always grow and can become big data, or called big data. This increase in data can often be imprecise, uncertain, ambiguous, and incomplete. Therefore, to assist the process of analyzing payment/purchase transaction data to extract knowledge from this data in making more meaningful, efficient, and effective decisions.
Therefore, the role of Business Intelligent (BI) technology can be implemented to help banking performance based on product analysis to determine the best e-banking product promos for customers. Implementing BI can assist marketing parties in managing business strategies such as promoting and pricing a product. In addition, BI can transform data from raw data into useful information or insights that support corporate decision-making and business processes. This is because BI is part of machine learning which is very effective for providing business strategy information for a company and is very useful in helping companies to make a business decision.
Read also : What is Business Intelligence?
BI in business is intended as a tool for business analysts using data visualization methods to gain knowledge from data stored in structured data. Data visualization comes from a visual panel (dashboard) that presents information that can be accessed even by non-data specialists. This dashboard can assist in analyzing and understanding the past performance and can also be used to forecast future strategies to improve key performance indicators of ongoing business strategies.
