Impact of Business Intelligence Implementation on Marketing Effectiveness A Study of Select Organizations in India

Abstract

Business intelligence (BI) solutions are a must for corporate enterprises in today s newlinebusiness environment as there is an utmost need to be able to convert data into newlineactionable information. Business intelligence systems help users in drawing inferences newlinethrough analysis of data. Organisations need to react quickly to both environmental newlinechanges and client demands in order to be competitive in the modern economy and so newlinethere is huge spending on business intelligence systems, across the world. Even in newlineIndia, the implementation and adoption of business intelligence is taking place at a fast newlinepace. BI has gained importance in India and would need to evolve more to fulfill the newlinedemands of the industry. The implementation of BI in India will benefit both enterprises newlineand end users. The present study thus, aims to help organizations effectively implement newlineBI and realize its business value. newlineIn India, the study of BI systems holds a lot of significance because they are being newlineimplemented by a lot of organisations, but only a few studies are conducted empirically newlineto study the underlying factors impacting it and there is dearth of research in India to newlineunderstand business intelligence implementation s impact on organisations. There is newlinehigh rate of failure of BI implementations project in organisations due to lack of newlinealignment of the business intelligence objectives with business objectives, insufficient newlineuser involvement, insufficient resources and most importantly, little clarity on the newlineorganisational value derived from them. The previous researches indicate that the newlinemajority of studies have investigated business intelligence in developed nations. newlineForeign standard patterns and concepts cannot be adopted and imposed on present newlineIndian business structures. In this study, thus, an effort is made to uncover those aspects newlinethat may contribute to the success of the BI solutions in Indian organisations in three newlineindustry sectors, i.e., banking, retailing ... newline