Analysis of Business Intelligence and Big Data Adoption in Organizations

Areas of Business Intelligence and Big Data Utilization in Organizations

The role and impact of analytical systems on an organization and its environment have changed over time. From simple and static applications, they have evolved into solutions that can be utilized in forecasting economic and social phenomena, predicting and modeling customer behaviors, and analyzing product profitability. Various organizations and industries, e.g., marketing, sales, production, banking, finance, controlling, telecommunications, insurance, administration, health care sector, and education have become beneficiaries of analytical systems based on Business Intelligence and Big Data (BI&BD). It can even be said that it would be difficult to provide examples of organizations that could not benefit from BI&BD. Both large corporations and the small and medium enterprises sector seek many advantages in these solutions.

According to Goodhue, Wixom and Watson (2010), we can distinguish three goals that organizations achieve by implementing BI&BD. These are as follows:

■ Improving the work of individual departments, e.g., marketing, sales, etc. controlling. Organizations usually create mini-data warehouses supporting specific tasks in such cases, e.g., management of advertising campaigns, analysis of specific product profitability, and Internet user behaviors.

■ Creating a comprehensive information infrastructure that ensures effective collection and filtering of data (from various places and devices), their integration, and analysis in various systems and perspectives.

■ Conducting transformation in an organization, i.e., introduction of new business models focused on change management, knowledge management, and customer relationship management (CRM). Typically, this involves investing in a variety of data repositories (databases, data warehouses), streaming computing, cloud computing, and the Internet of Tilings, which enable the support of organizations strategic goals.

The analysis of various case studies confirms that BI&BD can be used in organizations, above all, for the following (Chaudhary, 2004; Davenport, Harris, & Morison, 2010; Hawking, Foster, &, Stein, 2008; Olszak, 2016):

■ Improving the effectiveness of strategic, tactical, and operational planning, in particular: (a) modeling various options of the firm’s development; (b) informing about the implementation of the strategy, goals, and tasks of an organization; (c) providing information on the results of making changes to business processes and the implementation of plans; (d) identifying bottlenecks; (e) providing analyses of the “best” and “worst” product, region; and (f) providing information on the organization’s environment.

■ Creating and improving customer relationships, mainly by (a) providing sales people with knowledge about customers so that they can respond quickly to their needs; (b) tracking the level of customer satisfaction related to the achieved efficiency; and (c) identifying market trends.

■ Analyzing and improving business processes and operational efficiency of an organization by (a) providing knowledge and expertise regarding the development and launch of new products onto the market; (b) providing knowledge of key business processes; and (c) exchanging knowledge between teams and individual departments.

The most spectacular effects of using BI&BD were observed during the creation of advertising campaigns, anticipation of sales and customer behaviors, development of loyalty policy as well as research on anomalies and embezzlement.

The most important areas of BI&BD application are presented in Table 4.1.

Table 4.1 Selected Areas of BI&BD Adoption in Organizations

Application Area


Relational marketing

Customer satisfaction survey, forecasting customer behaviors, customer segmentation and profiling, and effectiveness analysis of advertising campaigns

Customer relationship management

Improvement of customer relations, communication with clients, need anticipation, customer segmentation and profiling, and customer value analysis

Sales and distribution

Sales dynamics and structure analysis, deployment of sales departments, analysis of the degree of implementation of sales plans, sales network analysis and contact management, analysis of customer transactions, analysis of distribution channels, estimation of sales margins, analysis of sales results in various cross sections


Agent and sales network management, improvement of actuarial efficiency, risk assessment and insurance policy preparation, claim settlement, fraud and error detection as well as assessment of the level of claims, insurance risk level analysis


Analysis of technical manufacturing costs, estimation of production profitability, and analysis of cost centers


Effective add-on and supplementary sales of various packages and services, analysis of customer profitability, their loyalty, probability of migration to competition, retention of valuable customers, management of marketing campaigns

Energy sector

Energy demand management and forecasting customer behaviors, monitoring energy networks

Finance and controlling

Planning and budgeting, cost analysis (structure and amount of costs), revenue and profitability analysis, income statement and balance sheet analysis, financial market analysis, financial risk analysis, profitability and customer loyalty analysis, analysis of financial indicators, and reporting


Table 4.1 Continued

Application Area



Optimization of the supply chain as well as the parameters of a given process, and factors affecting the end product

Health care

Improving the quality of medical services, quick access to medical information, reducing the risk of making mistakes when completing medical records, improving patient safety, analyzing hospital costs, allocating free places in hospitals, monitoring citizens' health status and epidemiological threats

Human resources management

Human resources analysis and reports, intellectual capital allocation, training and employee career path planning

Public administration

Analysis of allocation, costs, and profitability of investments in regions, analysis of the labor market structure, unemployment analysis, traffic intensity analysis, and customization of public services



Individualization of access to knowledge resources, monitoring of students'work progress, monitoring of staff's work efficiency, quick access to collective information, e.g., from grade books, analysis of profitability of introducing education services, analysis of education costs

Source: own elaboration.

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