INS654X: Enterprise Systems Engineering and Integration Report

This report provides a comprehensive analysis of the Business Intelligence (BI) module and its crucial role in assisting project managers in making informed and intelligent decisions. It begins with an explanation of BI, detailing its technologies, applications, and practices for collecting, integrating, analyzing, and presenting business-related data. The report emphasizes how BI transforms raw data into actionable insights, improving business productivity, ensuring easy accessibility of vital information, and enabling informed decision-making, ultimately leading to a good return on investment. The core of the report analyzes three case studies: Global Tech LED, The City of Edmonton, and a third unnamed case study. Each case study illustrates how different organizations have leveraged BI to optimize their operations, improve customer engagement, and achieve strategic goals. The report also highlights the benefits of using tools such as SAS Business Intelligence for data analysis and reporting. The report concludes by emphasizing the value of business intelligence in making strategic decisions, improving processes, and ensuring customer satisfaction.

Running head: ENTERPRISE SYSTEMS ENGINEERING AND INTEGRATION
Enterprise Systems Engineering and Integration
Name of the Student
Name of the University
Author’s Note:

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Table of Contents
1. Introduction............................................................................................................................2
2. Discussion..............................................................................................................................2
2.1 Explanation of Business Intelligence Module..................................................................2
2.2 Business Intelligence Use for assisting Project Managers in taking Informed and
Intelligent Decisions...............................................................................................................3
2.3 Analysing Business Intelligence Use for Project Managers with Three Case Studies....5
3. Conclusion............................................................................................................................10
References................................................................................................................................12

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1. Introduction
Business intelligence or BI is the set of different procedures, technologies and
architectures, which could covert raw datum into proper information for driving profitable
business actions (Sauter, 2014). BI is the suite of various services and software for
transforming data into accountable knowledge and intelligence. It is also required for data
visualization, so that data quality is enhanced and hence quality of decision making is
improved. All types of organizations and enterprises can utilize business intelligence software
for their business to ensure that better effectiveness and efficiency is gained. Apart from the
businesses, various project managers also utilize BI for taking informed as well as intelligent
decisions (Thomas, 2015). The following report outlines a detailed analysis of use of business
intelligence for assisting project managers in taking intelligent and proper decisions with
three popular and distinct case studies. These case studies will be three popular organizations
that have got benefits from implementation of BI tools.
2. Discussion
2.1 Explanation of Business Intelligence Module
Business intelligence is responsible for leveraging software and services for the
purpose of transforming data into different actionable insights for informing organizational
business decisions in the most effective manner (Wu et al., 2014). It refers to the
technologies, applications as well as practices for proper collection, integration, analyses and
even presentation of the business related data. The major purpose of BI is to provide support
the process of decision making for ensuring that intelligent and effective decisions are being
taken under every circumstance. It is being utilized interchangeably with subsequent
executive information systems and different query tools (Laursen and Thorlund, 2016). These
tools of business intelligence are required for performing data analysis and creation of

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reports, dashboards, charts, summaries and maps, so that the users are provided with detailed
intelligence regarding business nature. The systems provide accurate data, which is being
gathered into a data warehouse as well as a data mart. Moreover, the major applications of
this specific software can tackle production, sales, finances or any other source of business
data for better purposes (Fan et al., 2015).
2.2 Business Intelligence Use for assisting Project Managers in taking Informed and
Intelligent Decisions
Business intelligence provides several advantages to the business. Moreover, it is also
effective for the project managers to take intelligent and effective decisions for the project.
The most crucial information is being extracted from the huge amount of unstructured data
and finally transforming them into subsequent actionable information and making proper
strategic decisions and improving business productivity as well as operational efficiency
(Chang, 2014). The actionable information handle any kind of customer interaction, which
holds virtually untapped major insight for efficiently leveraging and even to provide higher
value to the businesses. As a quality of decisions is assured under any circumstance. BI
provides the organizations with richer data resources, so that business goals are achieved and
strategic decisions are being executed easily and promptly (Wixom et al., 2014). The decision
making process is improved by project managers through business intelligence after
consideration of different aspects and benefits and the major advantages are as follows:
i) Improvement of Business Productivity: The first and the foremost benefit of BI to
the project managers is improvement of business productivity. The businesses could easily
channel the most important resources as well as resources for fostering business productivity,
since they do not require to divert the resources for gathering of work (Debortoli et al., 2014).
As these works are being handled by the entire team of business intelligence, it eventually
results in saving of costs and time. Information is being gathered from customer interaction

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and presented it in such a manner, which is easier to understand, execute as well as
communicate. It is extremely effective for the projects as the datum is being presented within
a well documented and presented method for better management of the outcomes (Sallam et
al., 2014).
ii) Easy Accessibility of Vital Information: The next vital and significant benefit of
BI module to the project managers would be easier accessibility of vital information (Moro et
al., 2014). It provides vital information to the organizations for improvement of their core
capability to make better decisions and also generation of competitive advantages. As a
result, the project managers can easily and promptly utilize document management software
for the core purpose capturing, managing and sharing data without much complexity (Yeoh
and Popovič, 2016).
iii) Informed Decision Making: Another vital and noteworthy advantage of business
intelligence to the project managers would be informed decision making. Reporting on the
basis of timely and accurate information is extremely helpful for the organizations for
measuring the performances of the business processes (Holsapple et al., 2014). BI is also
helpful for the organizations in making informed decisions for different strategic issues
through sharing of vital data regarding current and historical background of the business with
every possible future trend, estimated demand as well as customer behaviour. The teams of
BI eventually make sure that the business is receiving real time advanced report and
information is being used for better management.
iv) Good Return on Investments: The next important advantage of business
intelligence to the project managers is good ROI or return on investments (Stone and
Woodcock, 2014). Business intelligence brings out better ROI for subsequently reducing
costs, enhancement of revenue, improvement of margin and driving cost avoidance in the

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projects. Moreover, qualitative ROI like improvement within process and business efficiency
or productivity of the team members is being analysed under every circumstance. The entire
process of strategic decision making is being considered and customer satisfaction is kept on
top priority, since business processes could be optimized effectively (Vossen, 2014).
2.3 Analysing Business Intelligence Use for Project Managers with Three Case Studies
As soon as businesses make any type of investment in the new technologies, they do
so with the major intention to create major values for their customers as well as stakeholders;
hence making smarter long term investments (Kasemsap, 2015). Business intelligence usage
in the projects by the project managers for better execution of project outcomes after
undertaking informed and intelligent decisions in the work. The project managers are able to
undertake better sales decisions with the help of industry specified business intelligence, so
that detailed sales trends are being discovered on the basis of promotion reaction, preferences
of customers and patterns affecting sales in the most effective manner (Kimble and
Milolidakis, 2015). Moreover, a better marketing strategy is being taken with BI for
prioritisation of campaigns and promotions, so that it becomes easier to engage in social
media for maximization of marketing efforts.
It enables the business in making decisions, which would be helpful for strategic
execution as well as better inventory decisions. With better visibility, the respective
organization could easily make up proper decisions regarding process of ordering (Sharma et
al., 2014). The project is to be executed according to the sequence of phases and for this
purpose, the quantities and prices are being analysed for getting better opportunities. Profit
margins are needed to be increased to a high level to understand the effectiveness of the
project in the best effective manner (Aruldoss et al., 2014). After analysis of data and
monitoring the major business operations, this particular organization is eventually positioned
for successful decision making process on the basis of factual insight. BI even allows the

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project manager to remain informed regarding the data and information, required to
undertake proper decisions in the project for understanding and executing the respective
procedures of enterprise systems engineering and integration. Several popular and significant
organizations and businesses have implemented business intelligence for better execution of
projects by the project managers in taking informed and effective decisions (Olszak, 2014).
Three significant case studies for understanding project managers to take informed decisions
are as follows:
i) Global Tech LED: The first and the foremost popular and significant case study for
understanding the importance of business intelligence module for taking informed ad
intelligence decisions by the project managers is Global Tech LED. This particular
organization has its headquarters in Bonita Springs Florida, USA (5 Business Intelligence and
Analytics Case Study., 2020). It is a specific LED lighting designer as well as supplier to the
United States of America and even to the international markets, after specialization in the
LED retrofit fixtures and kits for commercial spaces. They have been facing issues related to
identification of different prospects that are needed to be engaged eventually and also
remarketing to the users.
As a result, they took the decision to install Smart Lists of Google Analytics for the
purpose of automatic identification of prospects of Global Tech LED that are most likely to
get engaged and also to remarket for those distinct users with higher targeted pages of the
product (Chung, 2014). Moreover, the Conversion Optimizer of Google was also being
utilized by them for automatic adjustment of the potential customer bids for incremented
conversions with the customers. Global Tech LED implemented SAS Business Intelligence
tool for its advanced predictive analytics for getting a better platform for customer
interaction. It is a self service tool, which enables in leveraging the respective metrics and
data for making informed decisions regarding the business (Dedić and Stanier, 2016). With

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the help of a set of application program interfaces, Global Tech LED was provided with
several options of customization and SAS has ensured higher level of integration of data as
well as advanced analytics and reporting.
It has a direct effect on the organizational strategic, operational and tactical business
related decisions and also supports fact based decision making process with the help of
historical data and not only on assumptions (Sangari and Razmi, 2015). Business intelligence
helps in measurement, so that key performance indicators are created on the basis of historic
data and benchmarks are being identified for varied procedures. BI is responsible for
involving different business systems and data analytics, which provide accessibility to the
business end users to the organizational information without any type of direct IT
involvement (Kasemsap, 2015). The self service BI shares the core capability to the end users
of doing additional work with the data without necessarily having any kind of technical skill.
These distinct solutions are being created for being flexible as well as easier in utilization, so
that the end users could easily analyse the data, make decisions, plan or forecast on their own.
The organization has obtained several advantages, in terms of value proposition and
financial condition (Kimble and Milolidakis, 2015). The remarketing campaigns that were
triggered by the Smart Lists have driven by five times extra clicks than the other display
campaigns. This click through rate of the remarketing campaign of this specific organization
was twice the remarketing average of any other campaign. Moreover, the traffic to the
organizational web site by more than one hundred percentage and was capable to re engage
the users within markets and in these markets, it was eventually trying to create a reduction in
Western Europe, Latin America and South Asia (Stone and Woodcock, 2014). Global Tech
LED have utilized Conversion Optimizer for better allocation of the marketing costs on the
basis of bid potential. They have implemented SAS Business Intelligence tool, so that it

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becomes easier for them to get the advantages to a high level and without much complexity
(Yeoh and Popovič, 2016).
ii) The City of Edmonton: The second significant and important case study for
understanding the importance of business intelligence module for taking informed ad
intelligence decisions by the project managers would be for The City of Edmonton (SAP
Rapid Marts., 2020). It is a popular company, which governs the overall transportation and
government of the entire city of Alberta in Canada. They implemented the BI tool of SAP
Rapid Marts in their business for ensuring better effectiveness and efficiency in the
organizational decisions. For this purpose, they had purchased three rapid marts of accounts
payable, inventory and purchasing, six months prior to the issues faced by them (Dedić and
Stanier, 2016).
The organizational management has contacted WCI Consulting for this purpose as
they one of the most noteworthy and significant data management and business intelligence
services organization that has more than 16 years of experience in the specific industry. For
the purpose of tackling the issue of Rapid Marks. WCI consulting undertook a 3 steps
approach for finding out a solution (Sangari and Razmi, 2015). As a result, after
implementation and installation of the Rapid Marts solution, the organization of The City of
Edmonton has got the chance for creation of better reports as well as leveraging the data.
Better analysis of the reports and data were being done by them in this effectiveness to gain
high popularity.
Business intelligence is highly effective, as soon as it combines the derived data from
the market, where the organization is operating from the company sources. The tools are
responsible for empowering the companies in obtaining insights into the new markets, in
assessing demands as well as suitability of different products or services for several market

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segmentation and also gauging the effect of marketing efforts (Yeoh and Popovič, 2016). The
City of Edmonton has been successful in overcoming the obstacles, so that the respective
complications are solved successfully and a reliable solution is being reached for better
circumvention.
Furthermore, they ensured that training is provided to each and every employee and
staff of the organization, so that the solution of SAP Rapid Marts, implemented is easily
utilized by the staff easily and promptly (Chang, 2014). WCI Consulting has provided them
with proper documentation and time with the entire team, to ensure that they are clear with
the respective requirement and there exists proper transferring of knowledge. Moreover, the
organization of The City of Edmonton was able to implement the respective tool of business
intelligence, Rapid Marts in the most effective and efficient manner (Laursen and Thorlund,
2016).
The respective technologies of this particular software could promptly handle larger
amount of unstructured or structured datum for the purpose of helping to recognize, develop
and also make new strategic business related opportunities (Thomas, 2015). These
technologies also enables easy interpretation of big datum and helps in recognition of new
chances for implementing the most effective strategy based on various insights that are being
provided to a business within a competitive market benefit as well as long term stability
(Yeoh and Popovič, 2016). This has also allowed them with faster accessibility of data and
was much easier in utilization for designing the needs of their business. Proper installation of
this SAP Rapid Marts as well as data transportation was being done for checking if the
organization is benefitted under every circumstance or not (Stone and Woodcock, 2014).
iii) Under Armour Inc.: Another significant and noteworthy case study for
understanding the importance of business intelligence module for taking informed ad

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intelligence decisions by the project managers would be for the organization of Under
Armour Inc. (5 Business Intelligence and Analytics Case Study., 2020). It is an US based
manufacturer of sports footwear as well as apparel that has its headquarters in Baltimore,
Maryland. The UA Record application of this organization of Under Armour Inc. was being
built with the help of IBM Watson Cognitive Computing platform (Thomas, 2015). This
particular BI tool was being designed for the purpose of serving as a specific personal health
assistant after providing users with data based and real time coaching on the basis of sensor
and manual input data for identifying the gaps in proper sleep, activities, fitness and nutrition.
This particular application of business intelligence even draws on any other data
source like geospatial datum for proper determination of the process of environment and
weather, affecting training within Under Armour Inc. (Debortoli et al., 2014). These users
even have the ability of viewing shared health insight on the basis of other registered people
within the UA Record database, who share similar health, fitness and age as well as any other
attribute. Moreover, they have gained maximum success through the application of Under
Armour Record with the rating of 4.5 stars out of 5 by their users, on the basis of the sensor
functionalities and also encouraging users in purchasing the respective Health Box devices of
the specific organization, such as UA Headphones and UA Band, which could easily and
promptly synchronize with this application (Moro et al., 2015).
As per the year end results of Under Armour, they were able to increase their revenue
for the Connected Fitness accessories, growing from 51% to 80 million dollars (Yeoh and
Popovič, 2016). Moreover, with the help of this particular business intelligence tool of IBM
Watson Cognitive Computing platform, they were able to support the entire analytics cycle
from discovery to operationalization in the most effective and efficient manner. Under
Armour Inc. could easily visualize, analyse as well as share the actionable insights regarding
the data of their business related decisions and effectiveness (Stone and Woodcock, 2014).

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The most significant advantage of this specific BI tool is that the organization got the ability
of discovering hidden patterns, as the data got interpreted within a typical visualized report.
3. Conclusion
Therefore, a conclusion could be drawn that business intelligence is one of the most
popular and significant software that is helpful in the procedure of decision making. It
eventually consists of various strategies as well as technologies, which are being used by the
enterprises for proper analyses of business related information. The technologies of BI
provide predictive, current and historical view of the different business operation. The most
common functionalities of BI software involve reporting, data mining, complicated event
processing, text mining, prescriptive analytics, online analytical processing, process mining,
predictive analytics and many more. BI could be used by different enterprises to support a
wide range of business decision for different aspects like operations to strategies. The most
basic operating decisions involve positioning of product and pricing as well as the business
decisions include directions, goals and priorities for ensuring that better efficiency is gained
under every circumstance. The above provided report has appropriately provided a proper
analysis of business intelligence opportunities in the procedure of decision making for project
managers with three case studies.