Who uses Business Intelligence, and what is it used for?
Business Intelligence is primarily for the decision-makers but it should be used at every level of an organization. Sales representatives need to know their customers as well as understand the competition and the threats and opportunities they are likely to find in the marketplace. Product development personnel need to know when a new competitive product will hit the market and the process and system behind that product. Corporate development personnel use BI to identify potential merger and acquisition or joint venture partners and their strengths and weaknesses. The strategy group must use BI to develop strategy that takes into account the competitive environment. How can a strategy be developed unless there is full knowledge of the competition? The R&D Group need BI to know when a competitor is developing a new product or has filed for a new patent.
