Dave Kelly wrote a nice little article on BI as a Boon to Business: Now More Than Ever. In it he makes some great points, particularly about the value of understanding what is profitable and what is not as well as the value of being better able to understand, and therefore, target your customers.
to make it worth it, though, it must affect your results - you must drive what you learn into your operations and your operational systems. Decision management, the automation and improvement of critical decisions in your operational systems so that they are smarter and better informed, is the best way to get a competitive advantage from your data. So do as Dave says, but don't stop with BI - go all the way to decision management.
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