Collective knowledge of the Web: Source of information of process of business intelligence

The Web 2.0 and the social networks have been able to reach, in a short time, the attention of millions of users, who from their comments, opinions and messages are generating large volumes of information, every day. This information is available in the Web and it complements the knowledge that can be provided from information systems in companies. The Web 2.0 applications have given strength to a new kind of relationship, in which the most important thing is participation, communication, and dynamism; that has encouraged and reinforced collective intelligence. This paper proposes a model to integrate information obtained from social networks and other sources in the web to traditional models of business intelligence (BI) through the participation and collaboration to facilitate better decision making. The application in a particular case of a direct sale in Medellin city shows the importance of using this information in decisions making.