Business Intelligence Investment Wicked Circle

Business Intelligence investments do not follow current information needs, especially needs created by Marketing. Incredible but true, it is common situation everywhere.

For creating new products and services high quality detailed data analysis are essential. Market demands and competition activities force companies to create more sophisticated products then ever before. Without detailed analytical results from different perspectives on related information cluster it is very hard to fine tune marketing products for niche markets. In other words, to make sophisticated products and services for very narrow and profitable market segments.

Investments into Business Intelligence solutions for reporting purposes are usually not sufficient to follow marketing products hyper production. Marketing is under pressure to create new products and to generate revenue, therefore pressure is usually supported with marketing budget. Same need for budget is not recognized on BI level. Marketing products cause reporting modifications, upgrades and improvements of reporting solutions. Since reports do not generate directly revenue, they are always left behind with lower priority level for investment. BI reporting and analytics are always at the end of investment tail and among first in the line for cost cutting.

Business Intelligence Investment Circle

New products are highly complex for IT and usually current structures in BI solutions cannot properly handle their reporting processes without additional efforts in human experts working days or even with engagement of vendor. BI solutions are state of the art in sense of dynamic calculation capabilities but they cannot predict all significant changes in information structures like introduction of new dimensions and measures: sales channels, affiliates, new customer segmentation and etc. Marketing creates more products in shorter time ranges and marketing needs more BI analytics and reports. During time without proper rewrite and restructure, BI tools will not provide high quality and detailed data for generating new products. Investments are not sufficient in BI and reports are less capable to provide data and information hunger in company. It is wicked Business Intelligence investment circle without proper solution.