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21 2. LITERATURE REVIEW This chapter presents a review of business intelligence

tool literature to understand the importance & benefits of the BI tool and to
understand the relationship between business intelligence tool, quality of
decision making and organizational growth.

The first section describes the strategy used for searching the research paper, the
second section describes the review of the article and the third section
summarizes the reviewed research paper and highlights gap & uniqueness of the
study. 2.1 Literature Review Strategy Many research portals (EBSCO, IEEE,
PROQUEST, GOOGLE SCHOLAR) were referred for studying the articles and
research papers so as to gain a deep insight into the developments which have
already taken place in the field.

The research portal were searched for following key words and phrases: Business
Intelligence Tool, Role of Business Intelligence Tool in decision-making, Impact of
Business Intelligence tool on quality decision- making, Role of Business
Intelligence Tool on organizational growth, Impact of Business Intelligence Tool
on organizational growth, Trends in Business Intelligence Tool. The leading
newspaper such as Economic Times was also referred for articles on business
intelligence tool.

This research strategy yielded eighty-six articles relevant to the study and is
discussed in the next section. 2.2 Literature Review Cody et al. (2002) have
highlighted in the research paper that knowledge management and business
intelligence technologies have provided good return on investment to the
customers. The authors have highlighted that the two technologies will blend
over a period of time to provide solution to the problems requiring both data
and text analytics.

The authors have discussed two tools eclassifier and sapient developed by IBM
for text analytics and a framework for integrating text into the data warehouse
and stated that text integrated with business data helps in improving the quality
of decision. Ortiz Jr. (2002) has highlighted new trends of BI tools in his article.
The author has mentioned due to high-speed processing and networking
technologies increasing amount of data are getting generating at faster rate,
along with typical data generation 22 enterprise resource planning and human
resource applications, due to internet-based applications.

The author has highlighted that the financial services, communications, and
manufacturing industries are the biggest users of business intelligence
technology as depicted in figure 6 due to emergence of new trends such as real-
time BI, web- based BI and making BI easier to use. Figure 6. Usage of BI tool in
Industry sourced from Ortiz Jr.

(2002) The author has highlighted that despite recent improvements, BI still faces
several obstacles such as data security, cost and ability to handle large volume
data for a widespread adoption. Abukari and Jog (2003) have highlighted in their
study that BI is robust & strategic initiative by management and the smart
managers can generate increased value for investors by deploying BI tool in their
organizations.

The authors have described BI as a decision support system which uses a fact
based approach to management decision-making and enables sustainable
competitive advantage for the organisation. The authors have recommended six-
step for successful BI tool implementation : (i) link business strategies and goals
with the solution,(ii) identify all the essential data sources existing in organization
for building the system,(iii) create a subject- orientated multidimensional cube
and extract, transform and load (ETL) the relevant information about the subject,
(iv) identify a reporting platform to view and analyze the data in multidimensional
cubes ,(v) build standard reports, perform ad-hoc analysis and data mining to
monitor the corporate performance, (vi) implement enterprise-wide solution .The
authors have discussed use case of BI tool in finance, manufacturing and human
resource function and have demonstrated that a systematic 23 & effective BI tool
implementation enables transformation of data into insight to support
managerial decision-making and action.

Negash (2004) in his research paper has discussed the concept of BI tool and has
provided framework for using structured and semi-structured data to support
informed action by decision-makers as depicted in figure 7. The author has
discussed the architecture for structured and semi-structured BI tool. The author
has also highlighted that market for BI is growing and vendors for structured data
based BI tool are mature in comparison to semi-structured data based BI tool.
The author highlighted that the use of semi-structured data in decision-making
process is increasing.

The author has also provided various areas to be covered for further research
such as managing semi-structured information, real-time BI etc. The article is
conceptual in nature and is useful for students, academicians for their study.
Figure 7. Business Intelligence decision framework sourced from Negash (2004)
Gupta (2004) have discussed the current state of Information Technology (IT)
usage in select Indian organizations in their research paper.

The research findings were based on questionnaire survey & interview of

employees (business executives and information system team) of select IT-savvy
organizations. The researchers have highlighted that the issues of IT usage in
India were similar to those of worldwide organizations but some of them were
specific to India such as credibility with business executives, difficulty in
measuring return on investment, lack of business intelligence applications,
strategic planning, IS organization alignment, using data as a resource and
integrating technology which is resulting in slow adoption of information
technology in India.

The authors have recommended that business 24 intelligence application needs

to be included in the portfolio of applications for business use and that a culture
needs to be developed in the organization for information based decision-
making. Since the study was performed on the companies in multiple industry
sectors, the study could not provide details on how business intelligence
applications were used in those sectors.

Hall (2004) has highlighted in her article that companies which have invested in
CRM technologies and were not realizing full benefit from the same is likely due
to missing critical piece of the solution which is business intelligence process that
drives behavioural change. The author highlighted that due to increase in
number of business decisions, complexity and customers demanding higher level
of services results in multiple technical and business challenges for the enterprise.

The author highlighted that BI tool plays a critical role in comprehensive CRM
strategy of the organization and with the use of BI tool in the CRM, the enterprise
can best manage customer relationships for maximum customer satisfaction,
loyalty, retention and profitability. According to Chen (2005), multi-national
organizations had started investing heavily in BI tools for supporting the analysis
process due to tougher business outlook and a systemic approach is required to
ensure that the business intelligence process involves the right stages from data
collection through to usage of the final input.

The author has highlighted and importance of BI tools by citing various examples
such as (who were impacted by the change) should be involved in the
implementation of BI tool in order to have successful change management in the
organization. The research paper has not addressed other challenges of
implementation of BI tool such as data integration, skill level of implementation
partner, unambiguous user requirement.

According to Graves (2005) BI tool plays a strategic role in achieving regulatory

compliance in faster and easier manner in the legal (law firms), financial industry
and government agencies. The author has highlighted that a BI tool can help
companies overcome hurdles related to gathering, analysing, presenting and
storing information. The insightful information helps management take effective
decision by quickly visualizing the answers for business queries on corporate
data.

The author has discussed various features of BI tool but has not provided the full
usage/functionality 25 details of BI tool in legal, financial and government
agencies. The research paper has highlighted that still there are organizations
that have not implemented the BI tool. Ramko and Jarosch (2005) have
highlighted the importance of BI tool and knowledge management for digital
marketing in their article.

The authors highlighted that BI tool allows pharma companies to gain insights
into individual physicians such as their preferences, prescribing histories, practice
characteristics and potential value as customers which will enable better services
to the physicians through the right channel at the right time. The authors also
highlighted that customer segmentation achieved through BI enables pharma
companies to have a balanced salesforce structure to achieve maximum efficiency
and productivity.

The authors also highlighted that use of digital marketing for knowledge
management also increases customer satisfaction & loyalty and the companies
executing digital marketing campaigns driven by BI tool gains significant cost and
competitive advantages. Havenstein (2005) has highlighted in his article that new
BI tool & capabilities such as operational analytics/ analytics embedded in the
business process are enabling ease of daily decision-making process for front-
line workers by providing access to operational data.

The author highlighted that with the use of new BI tool in hospitals ambulance
dispatcher section can help improve efficiency by allowing dispatcher to see
where service level agreements are getting missed. The author also highlighted
that BI dashboard can be developed for hospital emergency rooms to monitor
metrics & performance on admission, discharge times and other treatment
related threshold information. Watson et al.

(2006) have highlighted the importance of real time BI solution by citing the
example of continental airlines which has received 1000 percent return on
investment. The authors have highlighted that objective of real-time BI solution is
to improve profitability by increasing revenue and decreasing cost. The authors
have provided guidelines for successful implementation of real-time BI tools and
key elements of the guideline are (i) change in organization process and
technology architecture (ii) defining the real-time BI in the context of the
business, (iii) automation of extraction, transformation and loading process, (iv)
help user to understand the potential of real time BI, (vi) calculate the return on
investment before 26 starting the journey.

The authors have discussed that real-time BI enables decision making for the
operations staff. Sebor (2006) has highlighted the importance of BI tool for
marketers in her article. The author has highlighted that almost all decision in
organization are subject to scrutiny and CRM systems have collected lot of
customer information which can be integrated with BI tool to improve future
decision making.

The author has highlighted that BI tool can integrate data from various sources
such as direct marketing & email campaigns, paid click & search, key word & ad
banner performance and has enabled marketing teams to predict customer
behaviours & improved campaign effectiveness by providing insights on
potential customers for marketing campaign.

The author also highlighted that BI tool provide common platform for
communication between marketers and sales team and helps marketers to
provide valuable information to sales team quickly to support decision-making.
The author also highlighted that customer information captured during
interaction with call center team in the text form, on line request and web data
are goldmine for marketer. The author has highlighted that organization needs to
implement the BI tool properly and have to train its employees for effective use
of the tool.

Lawton (2006) has highlighted in his article that traditional business intelligence
tools has various shortcomings and vendors are taking steps to remove the same.
The BI tool has various challenges such as lack of integration with best of- breed
components from different vendors, lack of standards, lack of technical
sophistication for most employees for effective usage of the technology have
caused BI tool to be slow at gathering and analysing data, making the technology
unsuitable for short-term and day-today decision-making.

The author has highlighted that the BI vendors were already working to improve
the product capabilities for addressing the challenges such as real-time analysis
to provide information to business for immediate decision , availability of
information to the masses so that productivity is improved ,ease of integration
with other packages (ERP ,CRM) resulting in quicker deployment of analytics for
decision-making, search features similar to google search and concurrent user
licensing for attractive pricing.

The author has mentioned despite improvement in technology, BI tool will still
face significant obstacles to widespread 27 success due to high cost of
implementation, challenge in calculating the return on the investment, few
companies not interested in newer version of BI tool and the user ability to take
decision based on the analysis. The author has not provided any suggestion for
addressing the challenges for widespread adoption of BI tool.

In his article, Panian (2006) has highlighted the importance of BI tool in human
resources (HR) department for meeting company goals & objectives. The author
has mentioned that BI tool based insights help in strategic decision-making for
staffing, planning and budgeting in the organization. The author has highlighted
the seven areas of HR management where BI tool can be used such as HR
scorecard, recruiting analytics, retention analytics, workforce analytics, succession
planning analytics, training programs design and tracking, and compensation
analytics.

The author highlighted that BI tool enables HR manager to predict staffing

requirements, challenges & trends, the impact of challenges on payroll and their
effect on performance of the business. The BI tool enables HR managers to
collaborate and share information with managers and empowering them to make
informed decisions about employee performance and career progression.

In his article, Zangaglia (2006) has highlighted five areas requiring upfront
consideration during project planning for a successful delivery of the business
intelligence project. The areas include solution requirement, organizational and
political realities, project scope, source system complexities and information
technology capability & maturity.

The author has highlighted various solutions for the issues such as business
requirement should be aligned to business objectives and important measures of
the organization, executive level commitment to address political issues, phasing
and prioritizing the functionality to address the project scoping issues, the IT staff
should be trained/hired in line with the project complexities, standardizing of
data formats for source system integration.

The author has provided deployment matrix based on the resources &
constraints vs. development approach (data warehouse approach, data mart
approach and pre- packaged solutions) and have discussed the solution for
potential issues which may be encountered during the implementation project.

In his article, Dagan (2007) has discussed the importance of dashboard and
scorecard and has provided guidance to build visual tools on top of effective key
performance 28 indicators (KPIs) for strategic business goals in order to maximize
the usage of BI tool. The research paper was focused around the definition of
dashboard and scorecard and author has provided example of scorecard &
dashboard from natural gas and electricity and has highlighted best practices for
effective implementation, and provided guiding principle for selecting between a
dashboard or scorecard application.

The sample dashboard is depicted below: Figure 8. Example of dashboard

sourced from Dagan (2007) The research paper provided limited information on
business performance management & monitoring which acts as a foundation for
building dashboard and scorecard.
Garza (2007) has discussed the usage of BI tool for conducting better margin
analytics by using hypothetical case in financial services sector in his study. The
article has highlighted that BI tool can access existing reporting data marts to
enable analytics and BI tool with on-line capability provided the ability to analyse
data on a multi-dimensional basis allowing the organization to view the
information and data for developing action plans.

The hypothetical case depicted that the proper architected tools and technology,
along with the ability to analyse information on a non- traditional
multidimensional basis, helps make decisions easier through quantified
supporting analysis. According to the author, BI tool was only valid if the
fundamental data is complete and accurate.

The full usage of BI tool in financial service sector was not provided in the
research paper and the example was hypothetical only. 29 Watson and Wixom
(2007) have highlighted in their research paper the benefits of BI tool, critical
success factors for BI tool implementation and the new trends in the BI tool.

The authors have highlighted that BI tool implementation provide spectrum of

benefits such as reduction in cost, increased efficiency for data suppliers & users
by saving time, better decisions due to better information resulting in improved
business processes & meeting strategic business objectives. The authors have
highlighted that senior management support is a critical success factor for BI tool
implementation.

The authors highlighted that real-time BI, pervasive BI and business performance
management are the emerging trends by discussing use cases from gaming and
airline industry. The authors have mentioned that BI framework depicted in figure
9 has primarily two activities (i) sourcing data in and (ii) data out and suggested
that BI tool will change the practices and strategies with respect to management
of the companies, fact & rational based decisions, and performance of the people
on their jobs.

Figure 9. Business intelligence framework sourced from Watson and Wixom

(2007) The authors have not mentioned how better decision enables the
organizational growth and has not provided the best practices for new trends
implementation.

Raden (2007) has highlighted in his article that although the BI tools are
marketed as tools aids in decision- ssues that requires attention, setting goals
and finding suitable courses of action. All of these activities involve working both
in individual and collaboration manner in organization.BI tool provides
information to user based on role and hierarchy and the hierarchical model of BI
is insufficient in toda business environment which requires constant
communication with computer-savvy employees & partners.

The author has highlighted that a new approach of BI is required that allow
people in organizations to 30 able to perform the work that they've been told
they should do - act independently and collaboratively, and leverage the wealth
of technology available to assist them. The author has highlighted various
qualities required in good and interactive analytics tool such as no coding, no
scripting, no cryptic words or phrases to learn the technology, ability to modify
existing models while maintaining the dependency between the original and
modified model, ability to selectively expose elements of a model for
understandability (to others) and administration of models by stakeholder and
not by IT team to support the new approach.

Love (2007) has highlighted in his article that the organization should not rush
into buying/selecting the business intelligence tool until the companies are sure
of their need. The author has highlighted various key questions that should be
addressed before organization starts BI implementation program such as (i) how
BI tools will help in meeting the short term and the long term strategic goals? ,
(ii) what is the associated cost with the initiative and the risk of failure? , (iii) who
is getting directly and indirectly benefitted and who will be the program
sponsor?, (iv) does the organization generating the required information for the
program and how this will be collected for analysis?.

The author has highlighted various type of BI tools such as Dashboards,

Reporting Software, OLAP tools, Data Mining tools, free and open source tools.
The author has highlighted that companies should invest the time and money in
a product/system that meets the business requirement. The author highlighted
that the quality of BI output helps in providing crucial difference with competition
and the effective BI tool improves the quality of management decision- making.

Curko and Pejic (2007) has highlighted in their article that BI tool has become a
crucial technology in banking industry for achieving strategic goals and gaining
competitive advantage for the future growth .BI techniques can be used to
balance & rationalize business operations, improving performance and reducing
operational costs at banks.
The authors have highlighted that larger data volumes of banks can be analysed
by using BI analytics for risk management, additional products selling to the
customers, reducing churn rate, customer segmentation, client lifetime value in
the banking industry for strategic decision-making. The authors have mentioned
that BI technology helps bankers in enhancing relations with customer, improving
efficiency 31 of marketing & campaigning activities, increased risk management,
quickly responding to market changes and improving efficiency & quality of
business processes.

The rise of new trend of business process intelligence opens novel improvement
areas in banking processes & operations. Jourdan et al. (2008) have performed
secondary research on business intelligence journals published in ten leading
information systems journals during 1997 to 2006 and have classified 167 articles
based on research strategy and BI category.

The authors classified 56% of the research as formal theory/ literature review
followed by 13% based on primary data and 12% based on secondary data and
concluded that majority of the research work follows exploratory methodology.
The authors have classified BI article based on five categories such as benefits,
decisions, implementation, strategies and artificial intelligence and found that
35% articles on strategies related to using BI tool in the current business
environment and 16% articles correspond to improving the decision-making.

The authors highlighted that all BI categories have used the formal theory/
literature review research strategy and artificial intelligence used field-secondary
and computer simulations strategy. The lab experiments approach was followed
for technology-focused category of decisions and sample survey approach was
followed for implementation, benefits and strategies categories .The authors also
highlighted that there is increasing trend on BI articles/activity over the period of
analysis The authors highlighted that limited work done in decision area is due to
challenges in quantifying the benefits of BI system based improved decision
making and further work is required in the field of decision and benefits.

Wixom et al. (2008) have highlighted in their article about the various challenges
posed by mature BI tool and data warehouse solution by citing the case study of
continental airlines and provided suggestions to overcome the obstacles.

The authors also highlighted that organizations must invest in hardware to

ensure scalable and good performance solution, cross train employees to reduce
the impact of employee turnover, a data recovery/back-up site is required for
business continuity, leverage predictive analytics to avoid lager volume of data
processing, educate the user about the data latency as per the time zone and
revise the real-time data availability plan as per the global usage.

The authors also highlighted good practices of building BI tool 32 such a uniform
development standard, building data driven organization culture which provides
competitive advantage to the organization and enabling users to develop their
analytics helps in ease of deployment for BI tool for enterprise wide usage. Felix
(2009) has highlighted the increasing use of interactive business intelligence (BI)
tools among business and organizations in her article.

The author highlighted that interactive BI tool can help organizations extend their
meagre resources and create new ways for efficiency and profitability. The author
highlighted that interactive BI tool can cover activities such as capturing mass
data, sustaining corporate goals and directing workflow and cited example of
Google Flu trend which provides the information to Center for Disease Control
(US) two weeks faster than traditional working and enable agencies to take
preventive actions during the initial stages of flu outbreaks.

The author highlighted that interactive BI tool can help organizations achieve
business-critical goals such as saving lives, meeting sustainability requirements,
improvement in positive sales outcome, investment returns & customer
satisfaction. The author highlighted that BI dashboard should be integrated into
business workflow for enabling employees to take action.

d that the BI tool help modern manager in decision-making by quickly gathering,

storing, accessing and analysing the business information and the modern
manager should make use of BI tool. The article also highlighted that BI tool can
be used in various levels of decision-making (strategic, tactical & operational)
across enterprise and provided examples of usage of BI tool in various functions
of organizations.

The authors highlighted that BI tool provide appropriate information to executive

management for quick and efficient decisions and help organization to increase
income or reduce costs. The research paper has not quantified the income gains
or the reduction of the cost due to implementation of BI tool. The research paper
has not addressed the importance of training and change management need for
modern managers for efficient & effective use of the BI tool.
Foody (2009) has discussed new approach (user-centered BI) for system design
and development in his study. In the new approach, author suggested that the BI
industry need to turn its approach inside out and start with the user rather than
being bounded and driven by what the technology can do.

He has highlighted in his study that the 33 decision makers utilizing user centric
BI tool will be quickly responding to the changes (internal and external) in
comparison to traditional BI tool which requires high degree of effort from
analyst & developer before the results can be achieved. The research paper has
not highlighted the challenges in implementing the user-centered BI approach
and has not provided roadmap for moving from traditional approach to the new
approach. BI tool plays essential role in increasing the decision quality.

The author has highlighted the concept of BI and the architecture starting from
OLTP (transactional system) as a source of data, ETL process for extracting and
loading data in data warehouse along with advance techniques of data mining
for analysis. The author has highlighted various business areas (marketing,
finance, supply chain etc.)

where quality of decision-making was improved after implementation of BI

solution by Microsoft SQL Server 2008. The article has not addressed to what
extent the quality of decision making was improved after implementing BI tool
and the impact on business performance. Bara et al.

(2009) have highlighted various aspects of the BI systems (BIS) development such
as: architecture, lifecycle, modeling techniques and evaluation criteria for the
system performance in the research paper. The authors have highlighted that BIS
reports are used for strategic decision and ERP reports are used for operational
decision.

The authors have highlighted that BI systems has the capability to gather,
integrate internal & external data, analyse and provide presentable information
(key performance indicators) to the executive management to support strategic
planning, forecasting and tracking of business performance. The authors have
highlighted that BI systems enable managers to view data holistically and
provides new insights affecting business process and improves the information
quality for strategic decision.

Mitchell (2009) has highlighted in the article that the economic situation has
forced companies to focus on how existing BI tool can further help in their
environment instead of buying the new BI tool. The author has provided various
strategies to get more out of existing BI tool. The strategies focused around tool,
training & business team.

The author highlighted that companies should minimize the number of BI tool
and should eliminate the redundant tools and analytics and should move toward
34 centralized business intelligence rather than department based business
intelligence. The author also highlighted that the existing data should be
presented to users in more insightful manner, the users should be trained to
understand both the data and the BI tool and more & more sources of data
should be integrated to derive additional value from the BI tool.

The author also highlighted that business should take driver seat in determining
what metrics to be analysed and should build new information models for new
markets as the same strategy cannot be applied to all the markets. Serbanescu
(2009) has highlighted the importance of BI tool in the competitive market of
travel agencies in Romanian business environment.

The author has highlighted that increased productivity, efficiency, quick response
and the services offered are important elements in attracting the customer in the
market. The author has discussed OLAP, Data mining, reporting and query
technology of BI tool that can be used to determine tourist related queries such
as past trend of destinations & boarding houses and the upcoming trends of
tourist destination & boarding houses and can help in serving the customer in
better manner.

The author has highlighted the BI tool can easily integrate data from various
sources of travel agencies such as front-office, booking system and internet
application and helps in generating analytics on tourist destinations, clients and
service suppliers which helps in reducing time in decision-making, reducing role
of IT department in generating reports, reduces time in collecting periodic data
and analysis.

The author also highlighted that BI solutions can be implemented on National

Association of Rural, Ecological and Cultural Tourism system of Romania to
evaluate touristic potential of the rural area and to make the best decisions for its
development. In the article Bucher et al. (2009) have discussed the concept and
importance of process-centric business intelligence, its benefits in supporting
operational decision making by citing the example of financial services company
engaged in providing mortgage services through the integrated supply of
analytic information in the mortgage approval process.

The authors have highlighted various benefits of process- centric business

intelligence such as acceleration of business process execution, improvement in
process performance and increase in customer profitability through accurate
decision. The authors have provided service-oriented architecture for
implementation of process centric BI tool which comprises of front-end BI
services 35 for users for query, reporting and analytics services and backend bi
services for connection, transformation and integration etc.

The authors have provided implementation roadmap starting with service

composition and business process management add-ons deployment in the
existing ERP landscape followed by BI tool integration into the business process
for enabling of analytical information based decision-making. Viaene et al. (2009)
have highlighted that policing is knowledge intensive activity and the police
department at Amsterdamstelland (Netherland) has implemented operational BI
tool for efficient and effective policing. The evidence/information based analyses
provide direction and guidance for police actions at all levels in the organization.

The authors have highlighted that police decision makers prime responsibility is
capacity management, reduce crime and improve public safety and in order to
achieve this they need actionable information. The authors have highlighted that
police department has implemented two BI dashboards a) early warning system
to compare against actual and forecasted crimes b) data detective which is a
weekly report of actionable crimes available to all users.

The authors have highlighted dashboards provides police department with

actionable information in their hands resulting in better and improved public
safety and reducing crime. The authors have highlighted that operational BI at
police department have led to better management and supports police decision-
making with quality information.

Gessner and Scott (2009) highlighted the use of BI tool to improve sales and
optimize cost of the inside-sales team (team who do no travel for sales). The
authors have highlighted that there is increased focus on building inside-sales
team in order to reduce high costs of transportation and unknown travel
challenges of an outside sales team.

The authors have highlighted that BI tool can be used to identify

prospects/buyers based on frequency and order quantity pattern and the inside-
sales team to make a call/contact with prospects/buyer and helps in closing the
sales .On other hand there is need to optimize the cost of inside-sales team and
this can be evaluated based on comparing the sale conversion ratio for each
employee and sharing best practices across the team and measuring number of
customers moving into position of making calls themselves for buying from the
position of being getting called.

36 Smietana (2010) has highlighted the importance of pervasive BI tool in helping

manufacturing and service providers to manage their supply chain operations
efficiently and in profitable manner. The author discussed how pervasive BI tool is
helping in plan, source, make, deliver and return stages of SCOR (Supply chain
operations reference) framework of supply chain process by citing example of
wine & spirit distributor and healthcare provider.

The author highlighted that supply chain managers have to look for reduction in
cost and have to protect the margin and pervasive BI tool helps in decreasing
inventory, improving customer satisfaction rating and cost reduction in supply
chain process. During planning stage, the BI tool can help in demand forecasting
based on the historical data, In sourcing stage the BI tool help in evaluating
vendor performance and helps in reducing inventory cost.

In make stage, BI tool helps manufacturer to re-deploy excess capacity and

underutilized assets, reduce waste and decrease operating costs. In delivery
stage, geographical based BI tool helps in identifying transportation bottlenecks
and alternate delivery routes for efficient delivery and in return stage, BI tool can
help in root cause analysis of return goods and customer feedback analysis.

Ahmad and Shiratuddin (2010) have highlighted in their study that BI tool is the
key source for acquiring knowledge for sustaining in competitive
telecommunication industry in Malaysia. The researchers had undertaken a
qualitative field study of BI implementation of four telecommunication services
providers. The researchers have used convenience non-random method for
selecting the sample for the data collection.

The study was conducted on key personnel taking decisions in their organizations
via interviews. The study highlighted that following major factors: quality of
information, quality of users, quality of systems and governance of BI tool affect
successful implementation and this coupled with organization strategy, culture
and use of BI tools leads to generating insight for sustainable competitive
advantage.
The article has not addressed the various business functions where the business
intelligence tool was used in telecommunication industry and has not quantified
the sustainable competitive edge. Chen (2010) has discussed about next
generation (web 2.0) business intelligence framework in his article for capturing
opinions/views/data about company, industry, product, and customer available
over the internet/web portals and analysing & 37 preparing insights for decision-
making and competitive advantage .

The BI/ web analytics designed on the views/opinions helps in providing

recommendation in the areas of designing web site, optimized product
positioning at web site, transaction analysis of customer by analysing the traffic,
blogs, and feelings of customers, employees and investors content posted on the
website. The author has discussed the dashboard of sentiment analysis of Wal-
Mart employees and has not provided the best practices of implementing the
market intelligence framework. The sample sentiment dashboard is depicted in
figure 10. Figure 10. Sentiment Dashboard sourced from Chen (2010) Ortiz Jr.

(2010) has highlighted in his article that next generation pervasive BI (PBI) tool
will provide real-time and predictive analytics to the organizations. The author
has provided architecture of TIBCO Spotfire Enterprise Analytics PBI platform in
the article. The author has highlighted PBI system faces various challenges such
as increases in data volumes, delayed arrival of source data, delayed adoption by
users in utilizing PBI, delay in finalizing key performance indicators for real time
tracking for operational decisions.

The author recommended that in order to fully utilize the PBI tool the
organizations must change operational procedures and culture. The author has
highlighted that cost of PBI implementations has reduced over the years due to
lowering in cost for processing and storage of data and PBI implementation will
grow as increasing number of staff will perform their jobs based on operational
information.

The author has highlighted that adoption of the PBI technology will further
increase with web-based cloud technologies which will enable the provision of
PBI as a service in future. 38 Hribar (2010) has described and analysed six
different maturity models for the assessment of the maturity of BI tool in his
research paper. The key highlights of each model are (i)The business information
maturity model is based on increasing importance of BI tool ,a well-documented
model and freely available for analysis,(ii) TDWbusiintigence y el is based on the
technical criteria (data ,architecture etc.)

, well-documented and provides a web based tool is available for self-

assessment,(iii) Ga rtner’s y l busiintigenand performance management is used
for people, processes, metrics & technology assessment, and limited
documentation is available freely for analysis on the model and any additional
documentation is available by making payment to Gartner ,(iv) The business
intelligence maturity hierarchy model focused on four stages(data, information,
knowledge and wisdom) in knowledge management and limited documentation
is available for analysis,(v) The infrastructure optimization maturity model helps in
assessment of company infrastructure and enables transition from reactive to
proactive infrastructure service delivery organization and the model is incomplete
in the area of BI tool, (vi) AMR Research's business intelligence/performance
management maturity model focused on people , processes & technology and
the documentation of the model is not available in public domain for analysis .
The author highlighted that by using maturity models with in short time the
company can discover the gaps in the BI tool and can take necessary actions.

The author highlighted that maturity model for BI tool helps organizations in
building a roadmap for future based on the assessment report and the
organization objectives. Popovic et al. (2010) have provided conceptual
framework & model to measure business value of BI system in their research
paper. The model helps in providing business case for investments into BI tool
and model was designed on extensive review of literature, in-depth interviews
and case study.

The authors highlighted that BI system leads to information quality(IQ) which in

turns leads to use of information in business process for decision making and
which enhances business performance. As the BI system maturity improves the
value from information quality also increase. The highlitassessing I in wa(i) es
itworth investing in the technology, (ii) helps in managing the BI process and
ensure that user needs are satisfied.

The author highlighted that true business value of BI system is improved business
processes & organizational growth as a result of improved IQ. 39 In his article,
Serbanescu (2010) has provided the concept, architecture and benefits of the BI
tool in today's competitive environment. The author has highlighted that
objective of BI tool is to facilitate the rapid availability of new knowledge about
the business for better decisions .The author has highlighted that a typical BI tool
architecture contains extracting data from source and transforming & loading the
data into data warehouse in a multi-dimensional cube for storing the
summarized information as per the business need and process the same into
meaningful insights using front-end reporting tools such OLAP, static and live
reporting, balanced scorecards, budgeting and forecasting, data mining,
exceptions and notifications etc.

The author highlighted that businesses need BI tool to take advantage of

opportunities and avoid risk in real-time situation and by combining BI tool with
operational data enables companies to increase sales, improve profits by
optimizing cost activities and increase customer loyalty. Brahma and Sarma
(2010) have highlighted the new concept of cloud based BI tool for decision-
making in their article.

The authors have highlighted various challenges such as security, scalability,

technology integration & performance in implementing cloud based BI. The
authors have provided various scenarios where cloud based business intelligence
can be implemented in companies having a) applications with well-defined points
of integration, and healthy internal enterprise architecture, b) application not
requiring lot of data & can work with lower level of security, c) cloud applications
(Salesforce.com) where data already resides in the cloud, d) application requiring
one-time import of data from the sources for analysis.

The authors highlighted that cloud BI tool will not work in scenarios such as
downstream data integration, real time integration with EAI, real time analytics
(churn management, supply chain costs analytics), business activity monitoring
and fraud detection, HR analytics, applications involving intensive calculations,
huge aggregations & massive storage and applications with single sign-on.

The authors highlighted that average cost for implementing a cloud BI

environment for a given scenario may be more than that of the same being
implemented using conventional BI technology stack over a longer period of
duration and organization should take the decision carefully. 40 Sowinski and
Bengard (2011) have discussed the role of BI tool in claims organizations in their
study and have highlighted the benefits achieved in terms of savings generated
and other efficiencies achieved with respect to claims and litigation management
program.

The authors have mentioned that through BI tool claims firm can identify
business best practices such as identifying the top performers and formulating
strategy to replicate the similar model for other cases/claims resulting in
increased revenue generation. The authors have also mentioned that BI tool can
be used to track results against history in order to determine the effectiveness of
new processes and strategies.

The authors have mentioned that cloud based BI tool can be leveraged to
accelerate the use of BI and have also discussed the possibility of utilizing BI tool
automatically anywhere, anytime to access useful information for business
decisions along with what if scenario analysis, making BI as intelligence on
demand tool. The authors have not addressed the challenges/best practices of
implementing the on-demand BI tool for claims /legal organization.

Rohloff (2011) has highlighted in her article that hospitals can gain various
advantages from using BI system which include improving quality of patient care,
improving staff and patient satisfaction and increasing operational productivity.
The author highlighted that BI tool helps in information analysis for decision-
making by providing ability to users to correlate macro and micro data and has
suggested use of benchmarks and targets to improve the current business
performance for hospitals.

The author has provided four steps starting from primary data sourcing,
eliminating bad data input and data silos, to data ownership for ensuring valid
data entry into BI which the hospitals must ensure for effective strategic decision.
A sample dashboard depicting the surgery status is depicted in figure 11. Figure
11. Sample surgery dashboard sourced from Rohloff (2011) 41 The article has not
addressed the compliance and regulatory aspect for hospitals using BI tool and
has not addressed way forward mechanism to implement benchmarking in
healthcare sector.

Longbottom (2011) has highlighted in his article that BI tool can report essential,
timely data but companies should select the right system from open source,
cloud, licence software based on their needs and should not just look into the
initial cost aspects e.g. open source software is free of license but has
implementation and support costs , cloud based software has on-going
subscription costs and commercial off-the-shelf software has up-front licence
costs along with on-going maintenance charges.

The author has provided the guideline for selecting various categories of system
based on the business need and importance e.g. if companies need single
supplier based solution then they should look for market leaders/incumbent (
IBM, Oracle ,SAP) , if companies need BI Solution which work across more
heterogeneous system and require domain based analytics they should explore
SAS & Tibco Spotfire and open source BI software should be explored where
companies have internal skills to build and support the system in-house.

The author has also highlighted that organizations should implement BI tool that
enable the user to change the visualization method to one that suits them best.
Qilkview solution in his research paper and has highlighted the various benefits
of using BI tool in sales and profitability analysis such as aid in decision-making,
helps in cutting costs and identifying new business opportunities.

The author has provided various examples of sales

reports/dashboards/performance indicators and has also provided high level
methodology for rolling and implementing BI tool. The research paper has not
covered the use of BI tool in other functions/department (Human Resource,
Finance, Procurement) of organization and the improvement in decision-making
after implementing the BI tool. The sample dashboard of top 10 clients by sales is
depicted in figure 12. 42 Figure 12.

Top 10 client dashboard Tyagi and Shrivastava (2011) have highlighted in their
research paper various issues and challenges in integrating BI tool with ERP
system and have provided recommendations to mitigate the same. Few of the
challenges faced during integration of BI with ERP were as follows i) complete
data not available in ERP , data integration with non-ERP systems is required to
provide complete view of the information ,ii) higher customization of ERP
resulting in higher integration effort in BI,iii) performance issues during
productive system, vi)master data inconsistency resulting in incorrect results .The
authors have provided various recommendations to address the issues such as
i)interface testing to be properly conducted for volume/performance testing ii)
data type should be same between ERP and BI to avoid issues in production
environment ,iii) master data should be maintained in ERP.The study has not
provided details of ERP and BI tool in-scope for the purpose of the research.

The authors have followed conceptual structure for the research design and have
collected data from secondary research and the data analysis was qualitative in
nature and was not specific to domain/industry and has not recommended any
software for handling integration issues. Smith and Charen (2011) have
highlighted in their study that businesses are increasingly utilizing geospatial
business intelligence (GBI) for better business decisions.

The authors have mentioned that mobile phone is the key driver of the emerging
trend since the location of the consumers can be tracked using global positioning
system which in turn provide new and valuable business interactions which can
be combined with GBI tool to provide business insights about customer and to
gain competitive advantages The researchers have highlighted the importance of
GBI by providing use cases in retail stores and the insurance sector where the 43
combination of geospatial data and business intelligence data is providing better
insight to the business.

In addition to this few companies have started using psychographic data for geo-
spatial analysis helping organizations to forecast the likelihood that specific
groups of people buy product/service within geographies. Wixom et al. (2011)
have highlighted in their article that organizations should not jump into investing
into newer technologies (cloud, social) of BI tool since the enterprise BI capability
cannot be developed overnight.

The authors have cited the S which has built their BI capability over a period of
time and have achieved significant operational and strategic benefits by
leveraging BI tool. Norfolk has started BI journey by building reporting needs of
department and emerged into enterprise data analytic organizations by using BI
to support corporate strategy.

The authors highlighted that Norfolk developed various BI analytics to meet

strategic goals such as providing superb customer service, managing fuel use,
managing asset turns, and improving workforce productivity. The authors have
highlighted best practices for building strong foundation for BI capability such as
establishing strong governance, developing business-IT hybrid team(employees
who understand both analytics and business) ,building stable & graphical
applications requiring minimal support, building analytics providing meaningful
information and establishing robust data quality & metadata standards.

Slvorc and Rabuzin (2012) have tried to identify and analyse the main reasons for
not using BI tool in textile industry in Croatia in their article. The authors have
followed questionnaire survey method for the purpose of study and have
prepared separate questionnaire for managers and IT specialist and survey was
carried out using online tool.

The authors have highlighted in the study that low profitability of the textile
industry , lack of clear vision and strategy of the company and inflexibility of the
company for organizational changes were the top three reasons for not
implementing BI tool based on managers survey and according to IT specialist
insufficient importance of BI tool as a strategic enterprise resource were the key
reasons for not implementing the tool.

The authors highlighted that based on the analysed results and lack of
information, the company in study was a suitable candidate for implementing BI
tool, although managers and IT specialists thought that the time to implement
such 44 a system was not right and IT specialists were without any experience.
The study has limitation as this was carried out only in one company and cannot
be representation of the complete industry.

In her article, Kumar (2012) has highlighted that indian telecommunication

industry has cut-throat competition and market & technology are forcing major
changes and organizations are turning towards BI tool and data warehousing for
automation/ support during decision-making process. The author has highlighted
that telecommunications industry has varied adoption of BI tool such as few
companies have advanced business intelligence initiatives, few companies are
anticipating higher cost and longer implementation cycles and are not planning
to implement the organization and few has implemented non-scalable solution
which is bound to fail in the near future.

The author has highlighted various analytics that can be developed over BI tool
such as customer profitability analytics, forecasting of network equipment
purchase based on the traffic, customer retention & satisfaction analysis by
analysing service request from customers and designing value added services
based on the current costs.

The author has also proposed a data management feedback model to correct the
incorrect data in the source system and has highlighted that BI tool provide
advanced analytics and powerful data mining tool which helps in real time
decisions (strategic, tactical and operational) of the telecom companies. Calhoun
and Srinivasan (2012) have highlighted in their article that dashboards are
becoming prevalent visual BI tool since well-designed & accurate dashboards
quickly communicate important business indicators and trends and provide
actionable information for decision-making.

The authors have provided the best practices of designing the dashboard during
the project lifecycle process. The authors have highlighted that the accuracy of
the data, timeliness of its updates, and performance of user interactions are
important aspect of the visual design and should be considered in close
consultation with business user during dashboard development.
The authors also suggested business user early engagement in dashboard design
helps in successful implementation. The author (2012) highlighted that the San
Diego Unified School District in California implemented BI solution to survive in
tough financial climate. The author 45 highlighted that school district
implemented procurement and student attendance analytics which resulted in
increased revenue as depicted in figure 13 and improved The BI tool analysts and
other administrators spend less time in gathering and compiling data and more
time analysing information and formulating action plans.

In the article, Rudin (2012) has highlighted that BI tools has helped commercial,
educational, and government organizations by providing insight into their
operations and have improved their overall effectiveness. The author has
highlighted that new on-demand BI model will have far reaching effects on wider
population of companies. The author has provided in detail the concept, practices
and challenges of on-demand tool.

The author has highlighted that on-demand solution is easy to buy and install as
no hardware cost involved and easy to configure due to pre-built solution. The
author has highlighted that companies should try the on-demand solution before
implementing the same to avoid future integration issues. The author has
highlighted key challenges in on-demand BI solution such as concerns on data
security, network bandwidth for transferring data, data loss and viability of the
vendor.

Stoller (2012) has highlighted that the BI tool is one of the top seven areas of
information technology (IT) that are having most impact on certified
management accountants (CMA) and offers tips to help them avoid getting
behind in the trends. The author also highlighted that new trends are emerging
in BI tools such as in- memory analytics and solutions specifies to industry
verticals (healthcare & constructions) for helping in complex analysis of
information. The author has advised that external trainer to be brought in for
training for using BI tool for the management accountants.

The article has not addressed the best practices of training on BI tool and has not
addressed the minimum duration of training requirement for management
account and the content of the training. Khan and Quadri (2012) have presented
a structured approach for BI system development in the article. The authors have
provided various approaches of building BI system such as traditional (data
aggregation, business analytics and data visualization) and adaptive approaches
(self-learning systems for recommending the best actions from past decision in
similar scenario).

The authors have decomposed the 46 concept of BI into following areas: (i)
acquisition of data, (ii) storage of data and (iii) access & analysis of data for easy
understanding for practitioners, academicians and researchers. The authors have
highlighted that BI application help organisation to analyse changes in market
trends & share, behaviour of customer & preferences and market conditions and
help analysts and managers to respond quickly to changing business
environment.

The information quality and timeliness is need of survival in today's environment

for an organization and the need for BI tool will increase with the changing
business environment. The article has not addressed how BI tool has helped in
decision-making in organizations. Popescu (2012) has highlighted various
benefits the organization will gain by adopting the BI solutions.

The paper highlights that BI tool can enable organizations to view single version
of truth/data, perform the historical data analysis, align operations to strategic
objective and organizations should adopt for BI solutions. The author has
highlighted the traditional information support systems were application oriented
while new BI tool focused on enterprise based single decision support solution.

The article highlights that organization gets a better view of business

environment based on the opportunities and insights provided by the BI tool
enables best decisions in the organization. The paper has not quantified the
efficiency and effectiveness gains achieved arising out of implementation of BI
tool. Nyblom et al. (2012) in their study have proposed a simple model for
evaluating the performance of BI software systems in companies based on
efficiency, user friendliness, overall satisfaction, price and adaptability.

The authors highlighted that the importance of BI software is to collect process

and store data of various kinds in efficient & effective manner in today's
competitive environment. The study built on a deep interview with eight swedish
small and medium en industries. The study highlighted that most of the
companies were using BI system for managing end customers and to get
consolidated information in a quick and easy way.

The study highlighted that the companies were also concerned about the
systems compatibilities. The study was not focused on the decision-making
process but was focused on the other aspects of tools such as efficiency, user
friendliness, overall satisfaction, price and adaptability.

47 Amato (2012) has highlighted in his study that retail industry collects more
data than other industry segments and is prospect for big data analytics. The
author highlighted that by adopting mobile business intelligence application,
retailers can harness the robust data and by empowering front line managers
(store managers) to take decision will enable retailers to provide best service to
the consumer.

The mobiles apps can be configured to receive exception inventory analytics,

alerting store managers on fast or slow moving goods, enabling retailers to fine-
tune displayed goods in real-time in stores resulting in higher sales. The author
has provided example of The Gilt Groupe, New York which is leveraging mobile
analytics for on-going insights generation to uncover new opportunities.

The author has not highlighted the challenges and best practices of
implementing mobile technology on big data. The author has not provided the
roadmap of implementing mobile technology on big data and business
intelligence. Stocker (2012) in his study has highlighted the importance of BI
dashboards in higher education institutions.

The author highlighted that dashboard provide better visibility to management

team for improvement in satisfaction of student, excellence in teaching and
better management of financial. The author has highlighted that BI tool can be
used to develop various dashboards namely management board reporting
(aiding in informed decision-making for the board) , admissions (course
applications and enrolments by domestic and overseas students) ,faculty, school
and course performance (monitor programme and course intake) ,experience of
student dashboard (monitor engagement, withdrawal rates and student
satisfaction) , performance of student dashboard (exam performance, attendance
and engagement) which allow senior managers to gain instant, real-time insight
into the performance and enables to respond to the tactical and strategic
problems.

The author has also provided a case study of Harper Adams University College
wherein College has implemented intuitive dashboards and is more flexible and
agile in the running of the University College and has been consistently named as
University College of the Year since and rateas top universitb“The
undaTimesUniversit Guide i n eptember The has highlied decisi -making can be
further improved by implementing financial dashboards for driving better results.

The author has not provided the roadmap for implementation of BI dashboards
and 48 the challenges the educational institution will face while implementing the
BI dashboards. Amato (2012) has highlighted in his article that many retailers are
re-evaluating their business intelligence strategies in order to make more
effective business decisions.

The author highlighted that according to Aberdeen Group, Boston, 45% of

retailers need to improve the speed of access to relevant business data, and 28%
are still struggling to get beyond data integration and move data accessibility
into the hands of line users/managers. The author highlighted that retailers need
to focus more on real- time and predictive analysis to get insight into current key
performance indicators.

The author has not addressed the challenges faced by retailer in the data
integration. Amara et al. (2012) have developed and tested a model, SSAV
(Solberg Søilen, Amara, Vriens) model, for BI software evaluation in their study.
The authors have highlighted that competitive intelligence (CI) helps senior
leaders to take informed decisions about marketing, research & development
and investment opportunities for long-term business goals and the CI cycle
consists of four phases planning, data collection, analysis and dissemination of
information.

The authors have used empirical search and have evaluated 11 BI software
products and have collected the secondary data through vendors' presentations
& whitepapers and primary data through observations and experiments on the
trial software. The authors have provided new classification of BI software
vendors such as fully complete, complete, semi complete, incomplete and
insubstantial depending on the extent to which their product complied with the
functions of the competitive intelligence (CI) cycle.

The authors highlighted that SSAV model together with non-technological

factors (human, users and vendor) and the new categorization can be used for
selecting the BI software for implementation in the organization. The study was
theoretical in nature and real use case was not described and model was build
using limited software products only.

Custis (2012) has highlighted the importance of BI systems and data mining
technology in the hospitality industry in the research paper. The author has
carried out extensive literature review and has highlighted various scenarios
where BI & data mining technology can be used such as improving customer
relationship by providing personalized service, improving effectiveness of loyalty
program and managing 49 human capital more efficiently.

The author has highlighted that data mining and BI tools are useful at managerial
and operational level in industry in order to understand their guests and for
identifying trends. The author also highlighted that online feedback/opinion are
available in the form of text and mining of the same could be of big value to the
industry. The author highlighted that the agile development strategy must be
followed for BI tool in order to have maximum return on investment from
initiatives.

The author suggested to have environmental scanning strategy to limit the data
need for proactive search to reduce stress on company resources and suggested
for having industry specific data acquisition & use strategy. The author
recommended that BI system should be included in the overall business strategy
of hospitality industry. Chan et al.(2012) have discussed the key technical factors
having impact on the successful deployment of a SOA-based architecture for BI
tool in the research paper .The authors have classified technical factors in two
areas consisting of operational area ( deployability , interoperability, commonality
,single open API, openness, usability, agility , manageability & security ) and
performance area ( response time ,throughput ,availability ,reliability
,scalability).The authors have proposed a layered conceptual model for delivering
BI capabilities in the research paper.

The model has following six layers- presentation layer, communication layer,
analytic layer, processed repository layer, layer for data integration & layer for
data sources in the architecture. The authors have highlighted that SOA-based
architecture enables easy access to data for business user which leads to
improved decision-making. Rovcanin et al.

(2012) have explained concept of BI tool such as data warehouse, data mining
and OLAP technologies, and their basic characteristics in their research paper. The
authors have highlighted various benefits that can be achieved by using BI tool in
business such as increasing revenue, increasing profit, improving customer
satisfaction, cost savings and increased market share.

The authors have highlighted that knowledge management is one of the basic
prerequisites for creating sustainable competitive advantage of organizations and
BI tool can help in building knowledge about customers and partners in an
effective & efficient manner. 50 Gollapudi et al. (2012) have highlighted the
architectural aspects of BI tool such as reliability, interoperability, scalability,
agility, usability, manageability, utilizing existing infrastructure & security
solutions that an organization must focus for successful BI tool implementation in
the article.

The authors have highlighted that the companies without having BI tool faces
challenges such as non- availability of aggregated data for analysis and decision-
making, not able to respond rapidly to market changes, lack of real time
reporting & performance due to data lag synch between transactional and
datawarehouse system and have discussed role of cognos BI tool for addressing
the challenges.

The authors have highlighted various benefit provided by cognos BI tool such as
1) BI analysis provide complete view of outcomes, opportunities, challenges and
trends, 2) Helps in reduced reliance of business on IT team, 3) BI tool becomes
platform for advanced, predictive or what-if analysis, 4) Enables collective
intelligence, 5) Has ability to support new trends of mobile integration and helps
in staying competitive in current market dynamics. Weider et al.

(2012) have highlighted in their study that the decision- making quality of
manager is impacted by the data quality of BI information and for quality data in
the BI system a data quality management program is an important pre-requisite
and organization should initiate the same for better managerial decision-making.
The authors also highlighted that better management of BI system leads to
increase in user satisfaction and the available scope (analytics) of BI tool has
strong relationship with the usage of BI tool in the organization.

The sample size of the study was small and user satisfaction & managerial
decision quality parameters were measured based on user experience. The study
was not able to determine relationship between managerial decision quality and
the organizational performance due to time lag between managerial decisions
and outcomes, existence of other performance drivers and due to limitations in
the managerial decision quality measurement. Airinei et al.

(2012) have discussed the next generation semantic BI tool for decision- making
based on unstructured data analyses, processing and synthesizing of data in the
reference of transformation from social(version 2) to semantic(version 3) and
have highlighted that SAP Business Object and Microsoft SQL services have
semantic analytics capabilities. . The authors have proposed the architecture of
semantic web based BI tool and highlighted difference between traditional BI and
Semantic BI i.e.

Semantic BI has to access data from various sources including structured and un-
51 structured data, data storage take place in triplestore in comparison to data
warehouse, and formal concept analysis replaces the data mining tools for data
analysis, knowledge and information management in semantic BI. In the article,
Stoodley (2012) has highlighted that BI tool should be pushed into all business
units and a competitive advantages can be achieved by having business analysts
and decision- makers collaborating to uncover hidden value with data analysis by
citing example of two cities Charlotte and Pittsburgh in USA which pushed BI tool
into hands of decision makers & business analysts which led to streamlining of
public services, impressive cost-cutting , and improved communication between
citizens and their smarter local governments.

In the Pittsburgh city the application of analytics for approval process for permits
to upgrade a residential property resulted in recovery of taxes and faster
approval process. The use of analytics has helped better interdepartmental
communication & better understanding and involvement of city residents by
publishing of reports for residents.

Similarly, in Charlotte city decision maker saved $50,000 annually by discovering

the insight that fuel additive has no impact on mileage of trucks and also
optimized paths for the fleet for sanitation department to take on its morning
runs and reducing overtime payments. Bartram (2013) in his study has
highlighted 8 ways of using BI tools for getting optimized results - (i) develop an
analytical culture in the organization ,(ii) deliver information wherever it's needed,
(iii) make use of unstructured data to get better insights,(iv) implement predictive
analytics rather than analysing too much of historical data,(v) view information
pictorially in the form of dashboards for quicker decision-making,(vi) keep
information up to date to address current/future business problems,(vii) extract
intelligence from social sites to give full picture of the competition,(viii)ensure
that managers use the information for decision-making.

The article is conceptual in nature and does not provide details on how above
practices can be implemented for efficient use of BI tool. Pourmojib et al. (2013)
have introduced the concept of business intelligence in the research appear and
have defined BI functions and consumers into three levels 1)strategic level for sr.
management 2) tactical level for middle manager 3) operational level for front-
line managers based on the decision making.

The authors 52 have highlighted best practices of architecture such as usability,

use of common API for integration and extensibility, security etc. for the
implementation of BI tool and enabling decision-making to improve company
performance and enhancing its competitive advantage in the marketplace. The
research paper was conceptual in nature and has not provided any real time
scenarios of the BI tool.

Prasad and N (2013) have highlighted in their article that big data (next
generation business intelligence) is a buzz word among technology service
providers and indian industry is not able to realize the benefits of the same. The
telecom, banks, consumer goods makers and retailers are all flooded with data
generated by their customers but industry is unable to capture information in
organized manner for analysis. The calls per month from customer and is looking
for ways to read the pattern or insight from the calls.

The authors highlighted that in indian context most of the decisions based on
gut-feeling and intuitions. The authors have highlighted that as per Ernst &Young
report, big data analytics is still in exploratory stage and will remain muted for
atleast next two years. The authors highlighted that due to lack of technology
expertise and the limited skill availability the organizations will not be able to
take up the big data analytics journey.

Gooptu and Peerzada (2013) have highlighted in the article that various
international firms in the retail, healthcare, pharma, banking and financial sector
are leveraging niche indian service providers (iCreate Software, Unmetric, Net
Positive Business Analytics, Meshlabs and Abiba system) for BI & data analytics.
The authors have also highlighted that analytics is essential for competitive
advantage and provided few examples of the niche analytics such as text
analytics for the end customer feedback for a real estate organization, predictive
analytics for telecommunication companies to predict the customer behaviour.

Bhatia (2013) has highlighted in her article that the business data volumes have
increased tremendously in last decade which has increased the complexity in
processing and analysis. The author has highlighted that traditional BI tool
approach is not meeting the current needs of high volume/big data processing.
The author has highlighted that big data analytics enables organization to take
advantage of totality of their information (internal & external) in real time and
enables fast decision-making 53 for serving the customer & society in unique and
innovative way.

The author has highlighted some of the use cases of big data analytics like better
understanding customer needs, making process more efficient, and further
reducing costs. The author has also highlighted that there is need to educate the
organizations on the available big data opportunity to ensure they are not
missing the competitive advantage.

Jai (2013) has highlighted in his article that private firms like Tata Power and
Reliance are using weather forecasting data of skymet (weather analysis and
forecast agency) and are accurately forecasting the power consumption demand
which enables power firms to help them make accurate decisions regarding the
sale and purchase of power.

The author has also highlighted that BSES uses a load forecasting system
developed by SAS analytics to helps its distribution companies to predict the load
factor more accurately. The BI analytics has helped the organization to keep the
power purchase cost to low and in result passing the higher benefits to the
consumer. The author (2013) has highlighted in the article that big data is making
lot of buzz but there is lack of clarity among the organizations who want to use
the technology as well as the students who aspire to gain expertise in the
domain.

The author has highlighted that data business expert, data scientists and data
engineers are the essential roles required in the big data domain based on
interaction with various technology leaders. The author has defined the roles as:
data business experts are the resources who understand the business and the
underlying data, data scientist analyses & use the data and data engineers writes
the algorithm.

The author has highlighted that industry is not having middle/senior level
resources in the big data domain, most of the experts at entry level. The author
has recommended that the students should be doing training program from top
institution. The article is focused on the student and has not given any
recommendation for the industry dilemma on use of big data technology.

The author (2013) has highlighted in the article that business analytics is
becoming a strategic imperative for corporate india. The author highlights that
there is shift in senior management culture and sr. executives are keen on
leveraging business analytics to analyse past problems and predict future trends
The author also highlighted that encouraging a culture of data- driven decision-
making and leveraging forward-looking analytics will help organization to grow
in competitive environment.

54 The author has highlighted various challenges such as isolated systems, data
quality, data integration issues and commitment from executive leadership faced
during implementation of BI tool in india. The author has not provided solution
for addressing the challenges for the BI tool implementation in indian context.
Khan (2013) in his research paper in the banking sector has studied the usage of
BI tool in 25 selected banks of Rajasthan.

The author has highlighted that private & foreign banks are well ahead in high
utilization of BI tool in comparison to government sector banks. In the research it
was found that Banks which have implemented the complete BI solutions in their
banks are having edge over the other which does not have the complete solution.

The study highlighted that 65% of banks including public and private banks are
using standard reporting tool and have high usage where as 35% banks are using
at moderate level. Ad-hoc reporting tool is used that usage of BI tool is
underutilized and the banks have significant opportunities to increase the use of
BI technology to support critical decision-making and operations. The regulatory
compliance analytics is perceived as the highest benefit achieved by the banks.

Graff and Cameron (2013) have highlighted in their research that due to
regulatory changes, cost constraints, and the need for maintaining a competitive
advantage in health care sector, the sector is having high focus on using BI tool.
The authors have highlighted that the vast majority of healthcare providers (83
percent) are planning for enterprise business intelligence strategy rather than
departmental strategy which will allow them to cater to the organization needs in
better manner.

The authors have highlighted that industry is looking for real-time and predictive
analytics to see future efficiency and return on investment and is waiting for a
leader/vendor to emerge who will deliver the mature, robust, enterprise-centric BI
tool for meeting healthcare needs. The functions of new BI solutions are depicted
in figure 13. 55 Figure 13.

Functions of new BI solutions sourced from Graff & Cameron (2013) In his article,
Bunata (2013) has highlighted that healthcare industry in US is looking for
opportunities for cost savings and increasing revenue due to reforms & cost
pressure and BI tool provides timely, informed, accurate, and intuitive data which
can help in managing supply costs by accurate tracking of purchasing costs and
helps in determining the root causes of cost increases.

The author highlighted that with the use of BI tool industry can control the cost
of product creep arising due to physician preferences during treatment and
gradual price increase over time by supplier which would have gone un-noticed
in normal processing by procurement department. The author highlighted that
hospitals can use BI tool to educate their physicians about pricing, gain their
perspective on why specific products are needed or work better than others, and
engage them during the negotiation process with manufacturers.

The author highlighted that BI tool can provide price benchmarking allowing
purchase department to negotiate price at market rate with supplier. Barakat et
al. (2013) have highlighted that knowledge remains the ultimate goal for
employees, top management and decision makers in the organization and has
discussed the role of BI tool in knowledge sharing in the article.

The authors highlighted that knowledge sharing is playing a major rol achieve
competitive advantage and there is a growing need for the use of BI tool in
capturing and sharing knowledge in organizations. The accumulation of
information over time in BI tool becomes explicit and implicit knowledge stored
in the organization. The authors have used questionnaire survey for study and
concluded that BI tool such as online analytical processing, data mining, and data
warehousing have significant influence on knowledge sharing among employees.
The study was 56 restricted to employees of a single organization and does not
reflect any industrial trend/pattern.

In the article, author (2013) has highlighted the use of new BI tool for trucking
industry manufacturers, dealers and aftermarket providers for identifying
prospects. The author has highlighted that with the use of BI tool companies can
determine market share and provide their sales forces with information on
purchasing behaviour, buying cycles and trucks in operation and integrate this
intelligence into their CRM system for sales planning.

The BI analytics also provided details about financing activity for trucks & bodies
and safety compliance score for the vehicle. Karami et al. (2013) have highlighted
impact of BI tool on improving hospital performance in their research paper. The
authors have highlighted that intellectual capital of hospitals can be used with BI
tool in achieving their strategic goal.
The authors have highlighted that BI tool can be used to monitor employees'
productivity, improve the patient care quality, reduce costs and improve patient
satisfaction in hospital sector. The authors highlighted that various analytics can
be implemented in the area of disease management, population health
management, epidemiological surveillance, bioterrorism readiness and response,
radiology, workflow management, cost management, collections, claims
adjudication, customer relationship management and marketing in hospitals.

The authors highlighted that key to successful BI tool implementation is to have

right architecture, complete required information, clearly defined business
objectives and organizational culture supporting analysts, designers, and users
who have the required skills for identifying, modeling, and sharing knowledge
during project lifecycle. Olszak business and BI tool is considered as prerequisite
for organizational success in the article.

The author has highlighted that the driver for making model of BI based
organization are making more decisions effectively, enhancing business
processes and performance. The author has also discussed various maturity
models for assessing the current state of BI Business Intelligence and
Performance Management. The author has highlighted that 57 the management
support, corporate culture, clearly defined goals & objectives and use of right
technologies are the key management factors for achieving business benefits
sharing, training and education on BI are the important project specific factor for
effective implementation.

Dawson and Van (2013) have discussed critical success factors (CSFs) for a
successful BI tool implementation in the context of South African financial
services sector in the research. The researchers followed Delphi-technique
approach and survey approach with key project stakeholders for studying three
BI projects of leading finance services organization.

The study identified that management support and commitment, management

vision, involvement of users and quality of data are the most important CSFs for
the business units. The quality of data, return on investment and influence of
information technology on business strategy were the key CSFs from BI
perspective. The authors have also proposed a model for executing a BI project
successfully based on executing data warehousing project success model of
Wixom- Watson.
The study was based on a single company; hence the inference cannot be
generalized for the industry. 2.3 Summary of Literature Review The above studies
and discussions can be summarized as follows: Studies focusing on defining BI
tool concept, architecture, and highlighting importance of using the tool. (Panian,
2006; Sebor, 2006).

Studies focusing on defining new concepts of BI tool such as concepts of

pervasive, real-time, operational, user-centered, semantic, SOA based BI and
democratic business intelligence and providing benefits of the new concepts.
(Foody,2009; Chan et al.,2012) Studies focusing on evaluation of BI tools,
assessing maturity of BI tools. (Hribar, 2010; Amara et al., 2012).

Studies focusing on new trends of BI tools such as Big, cloud, social &
unstructured data analytics. (Amato ,2012; Bhatia ,2013) 58 The majority (87%) of
the research work is contributed in international market and 13% of the research
is contributed from indian market in the reviewed research work as depicted
below: Figure 14.

Contribution to body of knowledge There is increase in research activity in the BI

tool area and 73% of the research papers were published in last 5 years as
depicted below: Figure 15. Research publication linear trend line 59 Limited use
cases of BI tool in each industry sector as depicted below and no use case of BI
tool in IT sector.

Figure 16. BI tool usage in industry Majority of the use cases of BI tool in the area
of sales & marketing and financial analytic as depicted below: Figure 17.BI tool
usage in business function From the above review, it can be concluded that there
is no study carried out in IT industry, hence this study is unique. The few of the
studies have highlighted various challenges in implementing the BI technology
but has not suggested solution for the same.

The few of the studies in legal, telecommunication and finance sector have not
provided in detail how BI tool is 60 used in the business function and how to
improve the adoption of the technology. The studies have also not addressed to
what extent the quality of decision making is improved after implementing
business intelligence tool and the impact on business performance. The review of
the literature confirms the existence of the gap.

From the literature review and discussion, it is evident that no studies have been
undertaken on the subject and hence the study is undertaken to determine the
impact of BI tools on quality of decision-making and organizational growth in
select information technology organizations at pune.

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