IMPACT OF BUSINESS INTELLIGENCE TOOLS.

Running head: IMPACT OF BUSINESS INTELLIGENCE TOOLS
IMPACT OF BUSINESS INTELLIGENCE TOOLS
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1IMPACT OF BUSINESS INTELLIGENCE TOOLS
Executive Summary
Business decisions are crucial decisions that can change the way a business operates. The huge
amount of data they collected can be easily analyzed using the various business analytics tools
available. This can help them make sense of the data. This report will state about the different BI
tools and how they can help to improve the Brentford College by analyzing their datasets and
identifying new trends. In this report, the impact of these business intelligence tools on
businesses will be discussed along with the benefits of these tools and methods.

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Table of Contents
The dashboard and its use in effective decision making in Brentford College...............................3
Legal issues involved in producing business intelligence solutions................................................3
Two organizations which uses business intelligence.......................................................................4
The organizations using business intelligence to expand their businesses......................................4
References........................................................................................................................................6

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The dashboard and its use in effective decision making in Brentford College
The tool created can be used by Brentford College to easily summarize their unorganized
data sets and can convert them into graphical representations that can be easily understood by
their staff. The dashboard created in Microsoft Excel can easily convert raw data into pivot
graphs and pivot tables that can be easily viewed from many different angles. The data can be
selectively seen on each graph. For example, the number of students of Brentford college from
Bangladesh and Pakistan can be seen based on their age group divisions in a bar chart format.
The charts are customizable allowing the viewer to see the specific data he wants to find. He
only needs to select the countries he wants to view from the chart. The raw data in the form of
pivot tables are stored in a separate excel sheet in the dashboard. Each chart or graph in the
dashboard is customizable. This will help the college identify with the major student bodies and
understand their needs better. The college can then focus on those countries from where they get
least students and try to increase their reach in those areas.

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Figure 1 Dashboard view (Source: created by author)
Legal issues involved in producing business intelligence solutions
There are many legal issues faced by managements when implementing business
intelligence solutions. Firstly, BI tends to collect huge amount of data from different sources
including the management themselves and this integration of data becomes a big problem
legally. The data collected by business intelligence tools are always under the risk of getting
breached. Leakage of confidential data over the internet in not uncommon. These data can be
used devastatingly in the hand of the wrong guys.
Another legal aspect of BI is that the data it collects should only be shared on a limited
basis and a hierarchy should be maintained. Not everyone in the organization needs to know
everything. Privacy and security are two very important aspects of business intelligence. Storing
business intelligence gathered data in the cloud databases can be a huge risk for the company as
any leak of client data through hacking can lead to massive legal issues for the company. This

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calls for external security infrastructure for the company. The organization can use a separate
specialized vendor to handle the security aspect of the data when using BI.
Two organizations which uses business intelligence
The two companies taken in this report is Netflix and Amazon. Both these companies are
big multinational companies. The business intelligence concept is totally exploited by Netflix.
They use BI tools to monitor the type of shows liked by their customers. This tool makes an
individualized suggestion list for each customer. So, every time a person finishes a show in
Netflix, the website suggests those related shows to keep them interested and renewing their
subscriptions. After totally understanding their customers at individual levels the company are
able to now predict and produce shows that will be liked by a larger audience and increase profit.
Figure 2 Netflix analysis using BI (Source: google images)

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The next company taken is Amazon. Amazon is a high tech retail megacorporation. They
are also one of the main players of business intelligence innovations. The company has mastered
the art of following and analyzing their customer’s purchase and search history. This allows
them to start shipping of a product even before purchasing. The accuracy level of their BI tools
makes them confident enough to start the shipping process. This results in very fast delivery as
by the time you purchase the product, the product is already shipped.
Figure 3 Use of BI in Amazon (Source: google images)
The organizations using business intelligence to expand their businesses
Amazon and Netflix can also use business intelligence to increase their competiveness
and grow into new markets by increasing their target audience scope. For example, Netflix can
use BI tools to do analysis as to which types of shows are very popular in say a country like
Australia or Britain. This information can be gathered based on the statistics obtained from the
movie ticket sale records, customer movie DVD purchase history, web search history and TV

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subscriptions. This data can then be used to order the genres from most like to least liked. Based
on this the company can produce or create shows related to the most popular genres. This can
lead to great market penetration.
The same techniques and tools can also be used by Amazon to know about the purchase
trends of the people of these countries and know about the types of products more popular there.
Based on that Amazon can stock up their warehouses with products in high demand to increase
sales and revenues. This will help then to drastically reduce their delivery time and increase
customer satisfaction and reach.

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References
Nagar, P., Atriwal, L., Mehra, H. and Tayal, S., 2016, March. Comparison of generalized and big
data business intelligence tools. In 2016 3rd International Conference on Computing for
Sustainable Global Development (INDIACom) (pp. 3585-3588). IEEE.
Richards, G., Yeoh, W., Chong, A.Y.L. and Popovič, A., 2019. Business intelligence
effectiveness and corporate performance management: an empirical analysis. Journal of
Computer Information Systems, 59(2), pp.188-196.
Rosemann, M. and vom Brocke, J., 2015. The six core elements of business process
management. In Handbook on business process management 1 (pp. 105-122). Springer, Berlin,
Heidelberg.
Sauter, V.L., 2014. Decision support systems for business intelligence. John Wiley & Sons.