Whoever tries the most stuff usually wins. Does your business put a priority on its business intelligence process? Does it monitor your competitive analysis, marketplace trends and its understanding of market change? And most importantly, does it put a priority on making changes as a result of insights from this analysis?
This is a four-part series on critical elements of business intelligence. This first part discusses an overview of business intelligence and the three types of business intelligence that are most critical to the average business.
Here are links to all parts of this series:
The Business Intelligence Process Part 2 Market Analysis
The Business Intelligence Process Part 3 Competitive Analysis
The Business Intelligence Process Part 4 SWOT Analysis
What is the meaning of business intelligence?
Business intelligence (BI) is an umbrella term that includes the applications, infrastructure and tools, and best practices that enable access to and analysis of information to improve and optimize business decisions and performance. It is the set of techniques and tools for the transformation of raw data into meaningful and useful information for business analysis purposes.
Keep exploring: Network Connection … 23 Actionable Tips for Relationships
BI technologies are capable of handling large amounts of unstructured data to help identify, develop and otherwise create new strategic business opportunities.
Goal of BI
The goal of BI is to allow for the easy interpretation of these datasets. Identifying new opportunities and implementing an effective strategy based on insights can provide businesses with 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.
This is a very large number of business intelligence tools. Most businesses would do very well with these three: market analysis, competitive analysis, and SWOT analysis. These are the ones we will discuss is this 4 part series.
These BI analyses can be used to support a wide range of business decisions ranging from tactical operational to strategic. Basic operating decisions include product positioning or pricing. Strategic business decisions include priorities, goals, and directions at the broadest level.
In all cases, BI is most effective when it combines data derived from the market in which a company operates (external data) with data from company sources internal to the business such as financial and operations data (internal data).
When combined, external and internal data can provide a more complete picture which, in effect, creates an “intelligence” that cannot be derived by any singular set of data.
Comparison with competitive intelligence
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.
Comparison with business analytics
Business intelligence and business analytics are sometimes used interchangeably, but there are alternate definitions. One definition contrasts the two, stating that the term business intelligence refers to collecting business data to find information primarily through asking questions, reporting, and online analytical processes.
Business analytics, on the other hand, uses statistical and quantitative tools for explanatory and predictive modeling.
In an alternate definition, Thomas Davenport, professor of information technology and management at Babson College argues that business intelligence should be divided into querying, reporting, Online analytical processing (OLAP), and “alerts” tool.