Discovering insights within a Blue Ocean based on Business Intelligence

At this moment we are seeing a confluence of practices and technologies into smarter computing capabilities that enable organizations to accomplish intelligent actions to address time-sensitive business processes and benefit from analytics. Business Intelligence processes within companies allow obtaining blue oceans where a strong growth and high business benefits are pursued through the creation of a new demand in an unknown strategic space, instead of facing competitors pursued to achieve customers in an already developed activity. This article describes a case study where the behavior of virtual visitors from the BRIC (Brazil, China, India and Russia) market into one of the most important country websites focusing its activity on tourism. Through the study of web analytics on the website, it will be showcased different interests identified via digital footprint left by the virtual visitors and depending on their country of origin. This fact will allow harmonizing the content and supply of tourism resources of the web site with regard to virtual visitors from these markets. Ultimately, it will allow to direct actions of specific e-marketing to the BRIC market. (C) 2015 The Authors. Published by Elsevier Ltd.