This thesis is about the field of web intelligence and its application on business. Methods and ways of how web intelligence is applied in different areas of business, such as marketing, CRM, company management and customer support, are covered within this thesis. We have put a special emphasis on real-life examples so we can present successful applications of web intelligence and try to show its significance in business. We have considered ways on how companies can benefit by applying web intelligence in decision making process and employee education. We have put an emphasis on importance of web mining using different methods and algorithms, such as sentiment analysis, so companies can collect as much data as they can about their customer and try to understand their behaviour during shopping. The results we came to, show that applying web intelligence in business contributes in better customer understanding, better possibility of adapting to customers and developing better customer relations.