Business Intelligence - Review the following case study of Yahoo!

Review the following case study:

“Yahoo!: Yahoo! Improves Campaign Effectiveness, Boosts Ad Revenue with Big Data Solution”, located in the online course shell and on the Web at:

https://customers.microsoft.com/en-us/story/yahoo-improves-campaign-effectiveness-boosts-ad-revenu

It is common knowledge that in today's business environment, organizations must continually strive to achieve a competitive advantage. Likewise, they are reliant on large amounts of data to make their business decisions.

Explain the key way(s) in which your Yahoo! uses business intelligence in order to gain a competitive advantage. Next, speculate on the technological limitations regarding data, software, and hardware that you believe might challenge Yahoo! in the future. Provide a rationale for your response.