Business Intelligence

Business intelligence (BI) is a set of theories, methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information for business purposes. BI can handle large amounts of information to help identify and develop new opportunities. Making use of new opportunities and implementing an effective strategy can provide a competitive market advantage and long-term stability.

BI technologies provide historical, current and predictive views of business operations. Common functions of business intelligence technologies are reporting, online analytical processing, analytics, data mining, process mining, complex event processing, business performance management, benchmarking, text mining, predictive analytics and prescriptive analytics.

Though the term business intelligence is sometimes a synonym for competitive intelligence (because they both support decision making), BI uses technologies, processes, and applications to analyze mostly internal, structured data and business processes while competitive intelligence gathers, analyzes and disseminates information with a topical focus on company competitors. If understood broadly, business intelligence can include the subset of competitive intelligence.

History

In a 1958 article, IBM researcher Hans Peter Luhn used the term business intelligence. He defined intelligence as: “the ability to apprehend the interrelationships of presented facts in such a way as to guide action towards a desired goal.”

Business intelligence as it is understood today is said to have evolved from the decision support systems that began in the 1960s and developed throughout the mid-1980s. DSS originated in the computer-aided models created to assist with decision making and planning. From DSS, data warehouses, Executive Information Systems, OLAP and business intelligence came into focus beginning in the late 80s.

In 1989, Howard Dresner (later a Gartner Group analyst) proposed “business intelligence” as an umbrella term to describe “concepts and methods to improve business decision making by using fact-based support systems.” It was not until the late 1990s that this usage was widespread.

Business intelligence and data warehousing

Often BI applications use data gathered from a data warehouse or a data mart. A data warehouse is a copy of transactional data that facillitates decision support. However, not all data warehouses are used for business intelligence, nor do all business intelligence applications require a data warehouse.

To distinguish between the concepts of business intelligence and data warehouses, Forrester Research often defines business intelligence in one of two ways:

Using a broad definition: “Business Intelligence is a set of methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information used to enable more effective strategic, tactical, and operational insights and decision-making.”[6] When using this definition, business intelligence also includes technologies such as data integration, data quality, data warehousing, master data management, text and content analytics, and many others that the market sometimes lumps into the Information Management segment. Therefore, Forrester refers to data preparation and data usage as two separate, but closely linked segments of the business intelligence architectural stack.

Forrester defines the latter, narrower business intelligence market as, “…referring to just the top layers of the BI architectural stack such as reporting, analytics and dashboards.”

Business intelligence and business analytics

Thomas Davenport argues that business intelligence should be divided into querying, reporting, OLAP, an “alerts” tool, and business analytics. In this definition, business analytics is the subset of BI based on statistics, prediction, and optimization.

Applications in an enterprise

Business intelligence can be applied to the following business purposes, in order to drive business value.

Measurement – program that creates a hierarchy of performance metrics (see also Metrics Reference Model) and benchmarking that informs business leaders about progress towards business goals (business process management).

Analytics – program that builds quantitative processes for a business to arrive at optimal decisions and to perform business knowledge discovery. Frequently involves: data mining, process mining, statistical analysis, predictive analytics, predictive modeling, business process modeling, complex event processing and prescriptive analytics.

Reporting/enterprise reporting – program that builds infrastructure for strategic reporting to serve the strategic management of a business, not operational reporting. Frequently involves data visualization, executive information system and OLAP.

Collaboration/collaboration platform – program that gets different areas (both inside and outside the business) to work together through data sharing and electronic data interchange.

Knowledge management – program to make the company data driven through strategies and practices to identify, create, represent, distribute, and enable adoption of insights and experiences that are true business knowledge. Knowledge management leads to learning management and regulatory compliance.

In addition to above, business intelligence also can provide a pro-active approach, such as ALARM function to alert immediately to end-user. There are many types of alerts, for example if some business value exceeds the threshold value the color of that amount in the report will turn RED and the business analyst is alerted. Sometimes an alert mail will be sent to the user as well. This end to end process requires data governance, which should be handled by the expert.

Success factors of implementation

These are the three critical areas that you need to assess within your organization before getting ready to do a BI project:

  • The level of commitment and sponsorship of the project from senior management
  • The level of business need for creating a BI implementation
  • The amount and quality of business data available.

Business sponsorship

The commitment and sponsorship of senior management is according to Kimball et al., the most important criteria for assessment. This is because having strong management backing helps overcome shortcomings elsewhere in the project. However, as Kimball et al. state: “even the most elegantly designed DW/BI system cannot overcome a lack of business [management] sponsorship”.

It is important that personnel who participate in the project have a vision and an idea of the benefits and drawbacks of implementing a BI system. The best business sponsor should have organizational clout and should be well connected within the organization. It is ideal that the business sponsor is demanding but also able to be realistic and supportive if the implementation runs into delays or drawbacks. The management sponsor also needs to be able to assume accountability and to take responsibility for failures and setbacks on the project. Support from multiple members of the management ensures the project does not fail if one person leaves the steering group. However, having many managers work together on the project can also mean that there are several different interests that attempt to pull the project in different directions, such as if different departments want to put more emphasis on their usage. This issue can be countered by an early and specific analysis of the business areas that benefit the most from the implementation. All stakeholders in project should participate in this analysis in order for them to feel ownership of the project and to find common ground.

Another management problem that should be encountered before start of implementation is if the business sponsor is overly aggressive. If the management individual gets carried away by the possibilities of using BI and starts wanting the DW or BI implementation to include several different sets of data that were not included in the original planning phase. However, since extra implementations of extra data may add many months to the original plan, it’s wise to make sure the person from management is aware of his actions.

Business needs

Because of the close relationship with senior management, another critical thing that must be assessed before the project begins is whether or not there is a business need and whether there is a clear business benefit by doing the implementation. The needs and benefits of the implementation are sometimes driven by competition and the need to gain an advantage in the market. Another reason for a business-driven approach to implementation of BI is the acquisition of other organizations that enlarge the original organization it can sometimes be beneficial to implement DW or BI in order to create more oversight.

Companies that implement BI are often large, multinational organizations with diverse subsidiaries. A well-designed BI solution provides a consolidated view of key business data not available anywhere else in the organization, giving management visibility and control over measures that otherwise would not exist.

Amount and quality of available data

Without good data, it does not matter how good the management sponsorship or business-driven motivation is. Without proper data, or with too little quality data, any BI implementation fails. Before implementation it is a good idea to do data profiling. This analysis identifies the “content, consistency and structure [..]” of the data. This should be done as early as possible in the process and if the analysis shows that data is lacking, put the project on the shelf temporarily while the IT department figures out how to properly collect data.

When planning for business data and business intelligence requirements, it is always advisable to consider specific scenarios that apply to a particular organization, and then select the business intelligence features best suited for the scenario.

Often, scenarios revolve around distinct business processes, each built on one or more data sources. These sources are used by features that present that data as information to knowledge workers, who subsequently act on that information. The business needs of the organization for each business process adopted correspond to the essential steps of business intelligence. These essential steps of business intelligence includes but not limited to:

  • Go through business data sources in order to collect needed data
  • Convert business data to information and present appropriately
  • Query and analyze data
  • Act on those data collected

User aspect

Some considerations must be made in order to successfully integrate the usage of business intelligence systems in a company. Ultimately the BI system must be accepted and utilized by the users in order for it to add value to the organization.[18][19] If the usability of the system is poor, the users may become frustrated and spend a considerable amount of time figuring out how to use the system or may not be able to really use the system. If the system does not add value to the users´ mission, they simply don’t use it.

To increase user acceptance of a BI system, it can be advisable to consult business users at an early stage of the DW/BI lifecycle, for example at the requirements gathering phase. This can provide an insight into the business process and what the users need from the BI system. There are several methods for gathering this information, such as questionnaires and interview sessions.

When gathering the requirements from the business users, the local IT department should also be consulted in order to determine to which degree it is possible to fulfill the business’s needs based on the available data.

Taking on a user-centered approach throughout the design and development stage may further increase the chance of rapid user adoption of the BI system.

BI chances of success can be improved by involving senior management to help make BI a part of the organizational culture, and by providing the users with necessary tools, training, and support. Training encourages more people to use the BI application.

Providing user support is necessary to maintain the BI system and resolve user problems. User support can be incorporated in many ways, for example by creating a website. The website should contain great content and tools for finding the necessary information. Furthermore, helpdesk support can be used. The help desk can be manned by power users or the DW/BI project team.

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