Business Intelligence Systems: Improving Activities & Advantages

This report explores the role of Business Intelligence (BI) systems in enhancing functional activities and gaining competitive advantages for businesses, using Australis as a case study. It defines a BI system as a platform that facilitates online analytical processing, information delivery, and platform integration. The report highlights how BI systems aid in data-driven decision-making by establishing a logical layer between data sources and query tools. The paper introduces Domo, a BI tool, to address communication and technical issues faced by Australis, emphasizing its ability to analyze consumer data and improve communication. Literature review covers data mining, enterprise resource planning (ERP) systems, e-commerce, and business technology management (BTM). The waterfall development model is proposed for implementing BI, involving planning, analysis, design, building, deployment, and review. The report concludes with recommendations for Australis to leverage BI tools for better customer communication and feedback management.

Running head: BUSINESS INTELLIGENCE SYSTEM
BUSINESS INTELLIGENCE SYSTEM
Name of the Student
Name of the University
Author Note

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Executive summary
A business intelligence (BI) system is a platform that helps the enterprises to create a BI
application with three capabilities such as: online analytical process, information delivery,
platform integration. The study aims to show the importance of BI in business organization. It
has taken an example of a company that is facing issues that can be met by using the BI tools.
The study discussed about the required tool, how to use it, what advantages are there and
lastly it has given recommendation to the company. The company that has been considered in
the study is facing few severe challenges. It has been stated how they are affecting the
reputation of the company in the market. The challenges faced by the company can be easily
met by using the tool that has been suggested in the study. It is expected that if the company
is using the tool it will automatically improve the condition and make a better position in the
market.

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Table of Contents
Introduction:...............................................................................................................................3
What is a business intelligence system..................................................................................3
How does it help an organization?.........................................................................................3
Preview:..................................................................................................................................3
Company:...............................................................................................................................4
BI system tools introduction:.................................................................................................4
Literature review:.......................................................................................................................5
Data mining:...........................................................................................................................5
Enterprise resource planning systems (ERP):........................................................................6
E commerce:...........................................................................................................................6
Business technology management:........................................................................................7
Discussion:.................................................................................................................................9
Conclusion and Recommendation:..........................................................................................10
References:...............................................................................................................................12

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Introduction:
What is a business intelligence system?
A business intelligence system is a platform that helps the enterprises to create a BI
application with three capabilities such as: online analytical process, information delivery,
platform integration. It relates to a use of technology, application and practises for the
analysis, collection and presentation of information (Al-ma 2013). The business intelligence
system is actually a data driven support system that enables the decision making of any
particular organization.
How does it help an organization?
It helps the organization to set up a logical layer between the data sources and the
query tool. It enables the business to take decision depending on the data collected and
analysed by the entire system. The information that are derived from this system is analysed
for further decision making of a business (IşıK, Jones and Sidorova 2013). The business
intelligence system provides the business with relevant data and helps the organization to
make justifies analysis and take decisions. BI uses tools like SAP which is an application that
helps the users to sort, analyse, business data. They help in meeting the relative competition
in the market and step along with the present trends in the market. It advances the company
with the latest technology and helps to form a better structure for the company (Chang 2014).
It helps the company to search for data across the vast area and utilize the data across the
disparate information sources. It helps in connecting and customizing the data.
Preview:
The study will discuss about the BI system and how it helps an organization to meet
the daily challenges and overcome them eventually. It will discuss about the problem recently
faced by the organization and how the BI system helps to meet the challenge and find a way

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out from it. The study will include literature review, analysis, creative thinking and
recommendation for the organization while using BI system in its working (Kasemsap 2015).
The study will discuss about the need for BI in business organization for a well-managed
business organization.
Company:
The study will discuss about the issue faced by the Australian business organization
Australis (Rabe and Dempsey 2015). The need for a BI system is very important in this
industry. The industry is facing communicational and technical issues while delivering their
products to the consumers. The company can seek help from the IT technology to create a
better work environment and service. The company is lacking proper communication system
among the worker themselves and the customers. Due to which the customers are unable to
express their grievance and thus the reputation of the company is getting hampered. The
company must focus on this area to create a better communication system using the BI tools
in the organization.
BI system tools introduction:
The business can introduce the Domo, BI tool to meet the challenges faced by the
company presently. The company needs to concentrate in the consumer data and analyse the
behaviour of the consumer for a betterment in their working pattern. The Domo spreadsheet
helps the workers of the company to keep a record of the customers in a desired manner. It
helps to get a better visualization of the data and s hare it with others whenever required. The
excel spread sheet helps to pull the data along with any other source of data that is required
by the company in a single platform (Sauter 2014). Domo Inc. is a business intelligence tool
that forms a platform for business management. The service provided by the tools is a direct,
simplified and real time access to the business data without the involvement if any IT. It is a
Saas (software as a service). It is already used by reputed brands like Air Canada, Ogio,

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Xerox, Toys R Us. It is latest system used by the companies to maintain the record and
feedback for a proper maintenance of the records in the company. Australis can use this tool
for maintaining their record and keeping a reputation in the market. The company can have a
complete record of the customers and following that they can make the necessary changes
that will help the company to retrieve the reputation in the company and also then check how
the customers are reacting to the changes that has been made by the company.
The capability of BI system are such as:
 The historical information and explicit knowledge are gathered together from time to
time.
 They are synthesized from the past to the present day times which includes structured
and unstructured information, external and internal information.
 New insights are created to support the decision making process and that too in are
real time method.
 The information that is presented is user-friendly and presented in a most appropriate
manner for every user.
Literature review:
Data mining:
The process of discovering patterns and designs uniquely that are particularly required for
the individual is termed as data mining. In simple term it can be said that it is a process of
examining large pre-existing data for generating new information. It is used by organizations
and institutions to get a review or analyse the situation of the market or population. In
business it is used to analyse the customer behaviour which will decide how to handle the
customer and make necessary changes (Kimball et al. 2015). The intelligent process are
applied to extract data and find a conclusion from the data. Data mining is generally termed
as the analysis step in knowledge discovery in database. The goal of this system is to extract

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knowledge and information from various sources that will help the organization to take
decision and make changes accordingly. The data mining is done from different sources and
groups and the information is retrieved from there and used for the benefit of the business.
Enterprise resource planning systems (ERP):
ERP system are software which is made of several modules like human resources,
production, sales, finance, and data about cross culture production. The entire planning of the
organization is created in this system. They bring enterprise infrastructure to Y2K
compliance (Sharda, Delen and Turban 2013). They help the company in various ways to
analyse the data and process them accordingly. The benefit of this system is that they use the
process across the business enterprise, a single data is used for the entire enterprise, it
eliminates complexities, integrating the various departments working in the organization.
They have succeeded in various fields like management commitment, they have a strong
project management, and they know the team member skills, motivation and dedication. They
use effective communication and change management. Thus they help the business to
effectively use the e data from the sources and then take justifies decision that strengthens the
business quality and standard in the market.
E commerce:
The term E commerce means to buy and sell goods and services over electronic mode or
network. The use of electronic devices enhances the use of electronic network that is
basically internet. This type of business occurs when both the parties are using electronic
network or resources. It is way of doing business across a huge area only with a mere
presence in an individual place. A person sitting his room can transact business with the
whole worlds (Lim, Chen and Chen 2013). This is only possible if they are using E
commerce system. There are various types of E- commerce such as business to business,
business to consumer, consumer to consumer, consumer to business, business to

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administration, consumer to administration. The only tool that is required for this technology
is internet.
Business technology management:
It is a group of sources that helps to provide required information to the businesses
who does not have an IT department of their own. Technology plays a vital role in every
business in the present days. The business has both tangible and intangible benefit from the
technology provided to the business. The latest technologies help the company to evolve with
new strategies and ideas that helps the company to compete with strong competitors and meet
the challenges in the market. The companies tend to create a better scope for themselves by
using the technologies and enhance the scope for business expansion (Power, Sharda and
Burstein 2015). The business is benefitted by the BTM in various ways that includes
consulting and real service itself.
The model used for the system:
Model used for this system will be waterfall development. In water fall development
model the information’s are analysed step wise and it is important to complete one step
before completing another one (Al Akeel 2013). The water fall model has key factors that has
to be maintained when a new strategy is implemented in a process or organization. They are
as follow:
 Plan
 Analyse
 Design
 Build
 Deploy
 review

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The planning includes a complete outline of the entire process that will include the
each and every step that has to be taken by the organization to implement the idea. The
planning will decide about all the drawbacks and how to meet them accordingly.
Analysis will include how the BI tool will be used by Australis to improve its
communication with the customers and attend the feedback from them. It will help the
company to get a better review about how the working mismanagement about the company
and how they can make the changes and attract the customers.
Designing means to sketch the entire outline of the process that will show how to
implement the plan and make the changes as per the consumer’s requirement. It is very
important to design the whole process in such a manner that the reputed brand Australis
creates the position that was already present earlier.
Building a complete sequence and them implementing it accordingly is important for
every new innovations. The same will be done for this organization too. They will build the
platform to use it and then use it.
The company will deploy the plan after completion of every single step. It will be
used by the company in real life and thus the plan will be identified as a success or failure.
They will bring the idea into reality and initiate in their working system.
The company will receive a review from the implementation and thus if there is any
issue due to the plan they will make required changes and again place it in the market. The
company will use this model for assuring that the plan is not having an adverse effect in the
market thus affecting the reputation of the company in the market.
The company will follow the iterative method, if the plan is failed in the first try then
they will identify the cause of failure and again start the entire process from planning after
making the change and then continue the entire process with the same steps. This can be

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repeated for few number of times thus to improve the condition of the idea and make the best
out of the plan.
Discussion:
BI issues that affects the organization are:
 Performance: BI helps the organization to use latest tools that helps in managing the
organizational behaviour and bring out new and innovative ideas. These ideas helps
the organization to improve their performance level and relation with the customers in
the market. BI is a latest tool that helps the organization to develop its performance
standard and service quality in every way (Sionkowska et al. 2015). However, if BI is
used in the business in a wrong way then it can hamper the entire performance level
of the business.
 Product quality: the product quality is automatically improved if the company is
using BI tools. Australis has a lack in market feedback and communication problem,
however, if it is using latest BI tools to improve in these areas then it will know how
and what changes are to be made by the company to create a brand image in the
market. The product quality and standard will automatically improve for this brand in
the market only by using these tools.
 Customer satisfaction: The company is lacking in the section in a higher way. The
company must communicate with the customer and know about their demands in the
market. The BI tools enables the company to do so and thus the company is able to
satisfy the customer and improve its position in the market. The company can use
tools that will keep a record how regular the customers are and what problem they are
facing regarding the products (Wixom et al. 2014). If the company can identify this
and then make changes and once again tally the rate of the customers to which have

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increased or decreased then automatically they will get an idea about the performance
of the company.
 Service quality: The BI tool helps the company to improve the service and product
after a feedback from the customer is received. They should make sure that the
company is taking their next step according to the feedback received from the
consumers. If the company is taking step according to the consumers then
automatically their performance will be improved. The service will be completely
dependent on the reviews the company will get from the tools used by the company.
This will help them to improve their working quality (Wu et al.2014).
Conclusion and Recommendation:
Thus to conclude it can be said that the study completely relates to the fact that BI is
an important factor in present business generation and highly influences the entire
organization and related terms to it. The BI tools are helping the business to improve their
skills and create a position in the market. The study has typically discussed about a brand
Australis that was facing issues regarding communication with consumer and from replying
to the consumers through internet. The issues faced by the company was discussed, the
relevant tools the company might use to meet the problem was also discussed. The study has
mentioned a desired model that might be followed by the company to improve its condition.
The study has also discussed about the privilege a company will get if they use the BI tools in
the organization.
The mentioned company can be recommended to use the tool in a way that will help
them to calculate the customer feedback and the reviews got from the customers. They can
use the tool to record how many customers are joining the group and how many are leaving.
They can scrutinize the reason for them to leave and then take necessary steps against that. It
is believed that if the company tries to do the mentioned steps then they will surely succeed

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in the market. The company will be assured a better outcome if they are using these tools to
improve their condition in the market.