Business Intelligence is not simply the tool set but transforming the raw data into something meaningful that the business can absorb in order to make effective business decisions. I know my data you might say. But lets take Sales for example as a business case. Your HQ for your company is in Atlanta, GA and your sales in Mexico take a drastic drop 6 months ago. Why did our sales drop 50% in one month? You call on your Executive VP of Sales to investigate. The answer was flooding in your largest market of Mexico City. Now without the right data, you could end up blaming your VP of Sales for Mexico for a problem that he/she was not responsible for.
Lets take Coca-Cola for a business case. They setup a Coke machine with no buttons but it said "Hug Me" on the front. When you hug the machine, a coke pops out. They filmed this happening and the video went viral. The commercial was filmed in Singapore but the video has gone around the world and picked up by new agencies world wide. I'll re post it here for you.
This is not only marketing genius because it shows how to create an effective marketing campaign. Why pay for a commercial on TV when you can create a video and let others provide you free publicity. How do you track the impact of that video? You follow the data. Business Intelligence is more than just a report from your sales system, It follows the data.
Another concept similar to business intelligence is business analytics. While the two are similar, they are vastly different. While business intelligence is used to report on what has happened, business analytics uses the data to predict what is going to happen.
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