How can a companys IT managers maximize the benefits of business intelligence?
The IT manager needs to enable communication–it’s the most important thing. In most companies, when [management] asks questions, [the IT manager] says it can’t be done, because people get trained not to make decisions off of data. For instance, if the marketing department of a company wants to plan a promotion, and needs to know what other items sold last year when soup was on sale, the IT manager might say, “we’ll know in three months.” So the question stops being asked and opportunities are lost. Then people start making decisions based on intuition and they [lose] the ability to make more informed decisions. How can they get that ability to make more informed decisions? It’s the people on the front line–the worst-paid people–who know the customers. You need a mechanism to get that information out. I have another great example. There was a guy who owned a chain of drugstores that sold chocolates on Valentine’s Day. It was big business for them. Using their BI system, the SAS OLAP
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- How can a companys IT managers maximize the benefits of business intelligence?
