Zynga Inc.: Business Intelligence for a Competitive Advantage - Case Study Example

Contribution of Business Intelligence towards Zynga competitiveness can be assessed from three broad perspectives discussed as under; a) Business intelligence helps Zynga to enhanced targeting of its clients The daily monitoring of its gamers provides Zynga with the opportunity to know its clients better and therefore developing games that are in line with the demand of its clients. For instance, business intelligence allows Zynga to launch a relatively incomplete game to the market and allow it to evolve through adjustments that are made based on the behavior of its gamers (Vertica, 2013).

The company is also able to improve the targeting of its addition products such as gifts without creating unnecessary spam. b) Business Intelligence allows Zynga to adjust its products rapidly. As opposed to the traditional database management systems being used by its competitors, Zynga uses an advanced Vertica warehouse whose performance is 50 to 100 faster (Vertica, 2013). This gaming company analyzes the data and social graphs from the behavior of its gamers. Faster analysis means a timely reaction to the demands of the customers before the competitors. c) Business Intelligence allows Zynga to avoid risks associated with the change in consumer behavior and consumption taste.

Whereas its competitors develop their full gamers based on the perceived taste of their gamers, Zynga relies on business intelligence to find out the kind of games that are likely to be preferred by the players. This practice cautions the company from heavily investing in a game that might not satisfy the demands of the games. Besides protecting the company, this practice increases its customer satisfaction (Knowledge point Pty Ltd., 2007). References Knowledge point Pty Ltd. (2007). Business intelligence for competitive advantage.

Retrieved April 15, 2014, from http://www.knowledgepoint.com.au/business_intelligence/Articles/BI_MD001a.html Vertica. (2013). The Impact of social graphing analysis on the bottom line: how Zynga performs graph analysis with the Vertica Analytics platform.