Business Intelligence and Competitive Advantage: A Case Study of Adthena Ltd.

BUSINESS INTELLIGENCE
BIG DATA REPORT

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Discuss the role Business Intelligence play in the selected organization to help in the decision-
making process. Provide specific.................................................................................................3
examples of decisions.................................................................................................................3
Discuss how the selected organization can achieve competitive advantage using business
intelligence. Provide relevant examples of scenarios and frameworks to critically analyse the
competitive advantage.................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Business intelligence (BI) defines as technical and procedural infrastructure which helps for
collecting, analysing and storing the data which are produced on the basis of company's
activities (Ain, Vaia and Waheed, 2019). The report based on Adthena Ltd. that is UK based
company that is related to competitive intelligence solution in the searching market. The
report discusses the roles of business intelligence in order to make the decisions accordingly
with the helps of examples. Also, it identified how the company will achieve competitive
advantages by using business intelligence with the help of relevant framework.
MAIN BODY
Discuss the role Business Intelligence play in the selected organization to help in the decision-
making process. Provide specific
examples of decisions.
The role of business intelligence are helps the organizations in order to collect the
information regarding strategic issues on the basis of historical and crucial performance of
Adthena by considering expected demands, future trends and behaviour of customer. Chosen
firm use BI in order understanding about the software which are providing analytical data that
helps to take better decision or increasing the productivity and that are helps tos enhances the
business growth (Rikhardsson and Yigitbasioglu, 2018). There are many benefits which are
providing on the basis of improving the planning and analysis that tighten the process and also
focus on the business operations bys using data for decision-making. Also, when the data more
accurate this will improve the confidence for forecasting the business related to budgeting and
marketing so that it helps to improve the sales. All the improvements made by the company are
helps to develop the revenue generated by firms. That is why Adthena are spent more on
business intelligence software that impacted positive and spread the improvement by using
profitability. There are some decisions that are taken by choosing company as follows-
Better sales decision- With the help of BI the firm enable to discover the current trend of
the market, preference of customer, online shopping experience, reaction to promotions, alls the
factor that are help to make the decision accordingly. BI plays important role in order to identify
the current trend and then company will make the strategy for the future trend (Mariani, Baggio
and Höepken, 2018). Also, sales manager get the information about potential customers on
which they need to focus and make the strategy regarding proving them better quality. For