A

PROJECT REPORT

ON

STUDY ON REAL TIME BUSINESS INTELLIGENCE

AT

“PRESENT ADVERTISING ART”

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILLMENT OF
MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

Hitesh Vilas More

UNDER THE GUIDENCE OF

DR. VIDYA BHANDWALKAR

DEPARTMENT OF MBA
DHOLE PATIL COLLEGE OF ENGINEERING WAGHOLI, PUNE.
(2020-22)

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 DHOLE PATIL EDUCATION SOCIETY’s
DHOLE PATIL COLLEGE OF ENGINEERING
Accredited by NAAC with A+ Grade, An ISO 9001:2015 Certified Institute
1284, Near Eon IT Park Kharadi, Dhole Patil College Road, Wagholi, Pune-412207
Website: www.dpcoepune.edu.in E-mail: [email protected], Phone:020-66059900

CERTIFICATE
This is to certify that Hitesh More is a bonafied student of Dhole Patil College of Engineering,
Pune pursuing Masters of Business Administration course of 2020-22, has successfully
completed her summer project titled “Study on Real-Time Business Intelligence” at Present
Advertising Art From DURATION DATE OF PROJECT.
This project is accomplished adequately and submitted in partial fulfillment of MBA
SPECIALIZATION curriculum as per the requirement of Savitribai Phule Pune University for
batch 2020-22.

Name Dr. Vidya Bhandwalkar Dr. Nihar Walimbe

Project Guide HOD, MBA Dept. Principal
Dhole Patil COE, Pune Dhole Patil COE, Pune Dhole Patil COE, Pune

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 ACKNOWLEDGEMENT

I take this responsibility to express my profound and sincere gratitude to SAVITRIBAI

PHULE PUNE UNIVERSITY and DR. D. Y. PATIL SCHOOL OF MANAGEMENT
for providing me with the opportunity to explore the corridors of the corporate world and
gather invaluable knowledge and practical experience via the Summer Internship Program.

It gives me immense pleasure to express my gratitude to all those individuals who were
associated with this project work. I have great pleasure to present this concise report on
“Study on Real-Time Business Intelligence”, undertaken by me for two months in Present
Advertising Art as a part of a fulfillment of MBA. I would also like to thank the
HR/Finance manager Name of Company Authority for his kind cooperation and giving me
all necessary knowledge and support. I would also like to thank all the employees of Present
Advertising Art for their valuable suggestions and constant encouragement.

I would like to express my sincere gratitude to Dr. Vidya Bhandwalkar (Internal Project
Guide) of Dhole Patil College of Engineering, Pune who guided me how to carry on with
the project and also thankful to Dr. Vidya Bhandwalkar (HOD) for their able guidance and
support have been constant source of knowledge and motivation for me.

It gives me immense pleasure to express my gratitude to Dr. Nihar Walimbe, Principal of

Dhole Patil College of Engineering, Pune for giving me opportunity to do this project work.

At the last, I would like to thanks to all my batchmates who always encouraged and
supported me to complete this study successfully.

xxxxxxxxxxxxxxxxxxxxxxxxx
M.B.A. (Human Resource Management)
Dhole Patil College of Engineering, Pune

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 DECLARATION
I HEREBY DECLARE THAT THE PROJECT REPORT TITLED “Study on Real-Time
Business Intelligence” IS GENUINE RESEARCH WORK UNDERTAKEN BY ME
UNDER THE GUIDANCE OF DR. VIDYA BHANDWALKAR.

THIS INFORMATION HAS BEEN COLLECTED FROM GENUINE AUTHENTIC

SOURCE.

THE REPORT IS BEING SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF MASTERS OF BUSINESS ADMINISTRATION (MBA) FROM
SAVITRIBAI PHULE PUNE UNIVERSITY.

DATE: STUDENT NAME

PLACE:

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SR NO. TITLE PAGE NO.

1. INTRODUCTION

2. OBJECTIVES OF THE STUDY

3. PROFILE OF THE ORGANIZATION

4. LITERATURE REVIEW

5. RESEARCH METHODOLOGY

6. DATA COLLECTION, ANALYSIS & INTERPRETATION

7. FINDINGS & OBSERVATIONS

8. SUGGESTIONS & RECOMMENDATIONS

9. CONCLUSION

10 BIBLIOGRAPHY

ANNEXURE:

INDEX

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 EXECUTIVE SUMMARY
The concept of data mining and warehousing has grown in popularity in recent years as
organizations demand access to critical pieces of data in real-time to produce analytics and make
business decisions to gain competitive advantage. Data warehousing systems differ substantially
from traditional data warehousing systems, thus, presenting a unique set of organizational and
operational challenges.

The basis for the research was to investigate whether adequate information is available regarding
the organizational and operational challenges of data warehousing and whether that information
is available to the database community. This exploration was done by gathering primary
research, conducting a case study research design, and comparing, analyzing, and drawing
conclusions from the two different types of research. The information for the primary research
was gathered from scholarly, peer reviewed articles, and books on Google Scholar and ACM,
computer science and database journals, various textbooks, and the Internet. The case study was
conducted on an organization utilizing a real-time data warehousing system.

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 CHAPTER 1

INTRODUCTION
Real-time business intelligence is an approach to data analytics that enables business users to get
up-to-the-minute data by directly accessing operational systems or feeding business transactions
into a real-time data warehouse and business intelligence (BI) system. 

The technologies that can be used to enable real-time BI include data virtualization, data
federation, enterprise information integration (EII), enterprise application integration (EAI) and
service-oriented architectures (SOA). Complex event processing tools can be used to analyze
data streams in real time and either trigger automated actions or alert workers to patterns and
trends.

Real-time BI can help support instant decision-making, which is necessary, for example, if a
company sells clothing online. The company's website and representatives at the company's call
center need to have the same up-to-the-minute data regarding inventory levels so if a customer
places an order and a particular size or color is sold out, the customer can be notified and
redirected to another, similar item. A real-time approach isn’t required for every part of a
company's business, however.  Most BI users can meet their business goals by looking at weekly
or monthly business performance numbers and long-term trends such as year-over-year
comparisons. Similarly, finance groups aren’t likely to require real-time data to analyze financial
metrics or compare actual budgets to forecasts. 

Because real-time BI implementations can increase the overall cost of a BI system, the best
practice for organizations is to deploy real-time BI technology only when it’s absolutely
required.

In today’s competitive business world, the company with the best intelligence techniques usually
succeeds. Whether you’re an established company or a start-up, every company can adopt real-
time business intelligence tools to make crucial decisions in a short period of time and access
data in one place within fractions of seconds.

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Business intelligence refers to the technology that collects, analyses and presents data. It includes
a variety of applications used to analyze the business information and techniques for several
activities in one central location. Real-time business intelligence tools produce analytics and
gives exact information your business can use to make high-quality business decisions.

What does real-time business intelligence provide? 

Real-time business intelligence software turns raw data into insights a business can use to access
the right information in a short period of time. Companies use real-time business intelligence
tools to improve decisions and to find the new business opportunities. Business intelligence is
also used to identify cost-cutting ideas, uncover business opportunities and react quickly in
delivering data and give powerful insights.

Business intelligence platforms can help enterprises accomplish the following:

 Provide the best decision support system for users.

 Improve business plans and gives quick at-a-glance insight.
 Offer data for use in reporting and analysis.
 Discover new market opportunities, identify hidden behavioural trends.
 Increase business performance and operational efficiency.

Self-service BI software

Compared to traditional analytics BI techniques, self-service business intelligence provides

features and techniques to analyze data quickly. Self-service search-driven analytics BI gives
you access to direct information and more benefits for the end-user without relying on IT. That
is, even nontechnical people can do more with their data without being dependent on others for
the analysis.

These business intelligence solutions are usually created to be user-friendly and fast, so anyone
with admin access can analyze data, make decisions, plan and forecast on their own. Most of the
organizations that use self-service BI software to uncover flawed business processes are in a
much better position.

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Big data and BI software

Big data is widely deployed in most of the organization, but it remains difficult to analyze the
huge amount of data in short period of time. Given this volume of data, one of the crucial
component of business intelligence software is scalability, which is essential to the success of
companies in a wide range of industries.

Business executives and managers can easily analyze huge amounts of data to make better
decisions faster and can discover hidden parts of the business through data analysis dashboards.
Real-time BI dashboard tools let you find, and analyze data before you invest money in new
projects and opportunities.

Business Intelligence Analytics

Real-time business intelligence software provides, within fractions of seconds, data that can be
analyzed through performance review dashboards. This is designed to enhance business
collaboration, recover from business problems by giving deeper insights of the business.

There are many types of business intelligence analytics software available today, which are
mostly designed to empower nontechnical business users to manipulate and interact with data to
satisfy their own information requirements. The business analytics dashboard gives deeper
analytics to the users to interact with data to satisfy their own information requirements as soon
as possible.

BI on Handled Mobile Devices

Nowadays, you can access most business intelligence applications from any mobile device,
allowing you a view of business data in real-time or near real-time. As hand-held device such as
smart phones and tablets continue to overtake the enterprise, real-time business intelligence
analytics keeps everyone connected to the organization and offers new ways to engage customers
with short period of time

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Real-time business intelligence software lets you make decisions using key performance
indicator dashboard tools No more waiting to analyze business data .And the better you
comprehend the business, the better path to succeed and reach your desired goals.

There are several industries, sectors, and fields where using real-time BI can optimize an
organization:

 Customer relationship management suites (CRMs) can use real-time data to provide
better service for consumers. This includes providing better engagement by tailoring
services and conversations to consumers’ known preferences in the moment.
 Logistics organizations can better understand their supply chains and workflows as they
evolve. This allows for better decisions in emergencies (how to best alter a route for
faster delivery) or simply to create more efficient chains.
 Inventory managers can see their stock falling and rising as it happens, letting them make
better calls about which products to order. By combining with historic trends, they can
also create predictive models for ordering that automate time-consuming tasks.
 Manufacturers can collect real-time data from machinery and production chains, and see
how they are performing, as well as their condition. This allows them to both improve
efficiency and productivity and resolve any maintenance issues before they become a
full-blown emergency.
 Risk analysts can take advantage of incoming data to continuously modify their risk
models and make better calls on insurance, loans, and a variety of other financial
decisions.

These are some of the best ways to ensure your real-time business intelligence tools give you the
best results:

 Understand the value of your data – the value of data decreases as it ages. Understand
how quickly this change happens and make sure your BI tools optimize your information.

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  Have a strong infrastructure built for your data – Once you collect it, data must be
stored, scrubbed, and parsed. Having a clear data warehousing solution and organized
data flow can help you optimize your results.
 Collect the right data – Most importantly, real-time analytics works best when you’re
using the most relevant data. Focus on the data that can give you the most pertinent
answers for each situation.

Real-time business intelligence is becoming a central aspect of organizations’ decision-making.

By implementing the right solution and empowering your teams to use it, you can start making
upgrades and finding the best insights in your data.

Real Time Business Intelligence for the Adaptive Enterprise

Analysing data to predict market trends of products and services, and to improve the
performance of enterprise business systems, has always been part of running a competitive
business. Until recently, these have often been done in the form of monthly and yearly reports by
marketing and finance departments. Sometimes market analyses may also be bought from
independent research companies. However, this tradition has to start to change. With ever-
increasing competition and rapidly changing customer needs and technologies, enterprise
decision makers are no longer satisfied with scheduled analytics reports, pre-configured key
performance indicators or fixed dashboards. They demand ad hoc queries to be answered
quickly, they demand actionable information from analytic applications using real-time business
performance data, and they demand these insights be accessible to the right people exactly when
and where they need them. Furthermore, since there are too many overlapping data sources with
varying qualities, they want more control over the data used for analysis — insights derived from
stale, wrongly purposed and poor quality data can do more harm than good.

There are two main reasons that make real-time business intelligence a necessity. Firstly, the
conditions and environments in which businesses operate are in a constant state of flux. Sales
patterns change from place to place and from time to time. Currency valuations shift and alter
profit margins. Suppliers change delivery schedules and their prices. Customers become more
educated and therefore more demanding.

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Secondly, advances in technology, especially the Internet and modern ICT technologies, make
real-time business intelligence seemingly achievable. Indeed, the Internet has revolutionized
information sharing. Vast amounts of data are available. Almost all company data sources could
be made accessible over an intranet. Nowadays it is very easy to capture all sorts of data and
store them cheaply. However, real-time data, analysis and actions still seem a remote reality.

Business intelligence (BI) tries to address these shortfalls by providing software tools that are
customized for end business users, and deliver business insights in real time at the point of a
decision. However, current BI solutions still fall short of what is desired. They still require
specialists to run a statistical analysis, or a data mining process, and set up reports that can then
be accessed by business users — they do not enable actions to be propagated back into business
processes. BI products also rarely support user selectable data sources and real-time data
integration, since almost all current BI products depend on pre-built data warehouses. There are
almost no sets of real-time business performance data available because business activity
monitoring is still outside the BI domain. Due to these breaks in the BI infrastructure and manual
interventions by analysts, end business users do not typically have real-time access to
information and cannot change processes in real time based on insights obtained from BI reports.

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This section gives brief definitions of BI and real-time business intelligence (RTBI) in order to
introduce our vision and understand the technology challenges.

What is business intelligence?

As with many generic concepts, business intelligence is not a well-defined term. Some consider
BI as data reporting and visualization. Others include business performance management.
Database vendors highlight data extraction, transformation and integration. Analytics vendors
emphasize statistical analysis and data mining

These different views make it very clear that BI has many facets. To capture them, we will
loosely define that BI is all about how to capture, access, understand, analyse and turn one of the
most valuable assets of an enterprise — raw data — into actionable information in order to
improve business performance

Typical features of BI software include:

• Reporting and visualization,

• Trend analysis (historical and emerging),

• Customer behaviour analysis,

• Predictive modelling (analyse most likely future

BI requires three main categories of technology — data warehouses, analytical tools, and
reporting tools. Data warehouses gather data from disparate sources including databases and
unstructured text, and integrate them for further analysis. Analytical tools can be, for example,
data mining tools. They analyse data and derive insights. Visualization and reporting tools
produce outputs that are designed for the information consumer who is typically a business user
and not an analyst. These tools generate reports and dashboards with different degrees of detail
and sometimes drilldown capabilities.

‘Real time’ can mean:

· The requirement to obtain zero latency within a process,
· That a process has access to information whenever it is required,
· That a process provides information whenever it is required by management,

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· The ability to derive key performance measures that relate to the situation at the current point in
time and not just to some historic situation.

Based on these descriptions, RTBI provides the same functionality as the traditional business
intelligence, but operates on data that is extracted from operational data sources with zero
latency, and provides means to propagate actions back into business processes in real time.
Specifically, RTBI could comprise

• Real-time information delivery,

• Real-time data modeling,

• Real-time data analysis,

• Real-time action based on insights.

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RTBI VISION

The main idea behind our vision of RTBI is the seamless transition from data into information
into action. Current BI systems suffer from two bottle-necks in realizing this vision. The
transition from data into information is hindered by the shortage of analysts and experts who are
required to configure and run analytical software.

The second bottle-neck is the transition from information into action. Today’s BI solutions
basically do not go beyond generating reports. If the BI software cannot link back into processes
automatically and drive process parameters, the transition from information to action can only be
manual and can require long periods after which a specific action, i.e. process change, may no
longer be appropriate.

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The information flow between operational, tactical and strategic layers is broken by manual
intervention. RTBI will have a key role in aligning strategic objectives with business operations,
and provide cross organization alignments to reduce friction between operational units.

The challenge is to use intelligent technologies to model the manual intervention present in
current systems and automate both the flow of information from operational to tactical to
strategic layer, representing data to the information stage of RTBI, and the actions necessary to
translate strategic objectives back to operational drivers to effect strategic decisions in real time.
Additional challenges exist in areas of on-demand infrastructure configuration, data integration,
unified data models and on demand data warehousing

As an example, consider that a company’s new strategic objective is to reduce customer

dissatisfaction by 10%. That could, for example, translate into the requirement of handling 20%
more calls in a contact centre, which means changing the key performance indicator (KPI)
‘number of calls answered per day’. On a process level, that could translate into a mix of
operational performance measures such as reducing the average call time, increasing the
percentage of callers routed to the correct agent, and increasing the number of active contact
centre staff which relates to measures like head count and attendance rate.

Current BI tools are mainly passive and their objective is to cater for the information consumer
by providing reports or at most dashboard-like monitoring of various business processes. By
moving from BI to RTBI, running a business will become similar to ‘flying by wire’, and we will
see technology similar to that used in IT system management that allows disparate computers
and networks to be controlled. Instead of ordinary performance dashboards with drill-down
capabilities, we will also see process dashboards that allow the user to drive processes. To
expand on the dashboard metaphor, an RTBI system would add a steering wheel, levers and
pedals to the

control suite, and enable business managers to change parameters of processes in real time.
Obviously, RTBI systems need to put intelligent checks in place to prevent harmful changes,
similar to the control systems in fighter planes which prevent pilots from killing themselves by
turning too quickly. RTBI systems will contain algorithms that can detect unusual or novel
patterns, and have the ability to return processes to possibly less efficient but safe conditions.

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TECHNOLOGY CHALLENGES AND GAPS

Real-time business intelligence requires many technologies and tools, and needs to interoperate
with many enterprise applications and systems. There are many technical challenges to make
them work together seamlessly. For the presentation of technology challenges, we have grouped
them into three layers.

A. Analytics layer Many BI solutions require expert analysts to drive or configure them. The
analyst sits between the BI software that operates on the data and the information that is used by
management to make decisions. This ‘analyst-in-the-middle’ approach prevents RTBI because
the analyst represents a time lag that cannot be overcome.

In order to remove the analytical time lag

from the process, RTBI software will require a high degree of automation. RTBI software must
be able to work based on the specification of the data sources and the requirements of the
outcome of an analysis process. The software must be able to select appropriate analysis methods
and apply them automatically. The results must then be checked against user requirements. If the
requirements are not sufficiently met, the analysis is repeated with different parameters. At the
end of the analysis process, the best solution is automatically selected and presented as a high-
level report. If the user decides to act on this information, the solution will be wrapped into a
software module, for example a decision module that can be immediately deployed into a
process, such as the script generation process for a contact centre. The new role of the analyst

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will be in the initial setup and configuration of RTBI systems and their constant monitoring and
improvement.

B. Data integration layer

Most enterprises focus on the elements that are visible to the business users — functionality in
query/reporting tools and BI applications, training on these tools and applications, and the impact
of BI on critical business processes. Far too little time is spent on ‘behind the scenes’ or ‘hidden’
aspects of BI — the critical underpinnings that ensure a robust implementation capable of
delivering insight in a reliable, scalable and flexible manner. Gartner considers the data
integration layer of critical importance when deploying a BI solution warehouse, or that the
RTBI system has access to operational sources via an integration layer.

There are many technology challenges such as platform, syntax, semantics and data quality
metrics, as well as many products and initiatives. Most available technologies and products are
doing well in addressing syntax and platform issues. XML seems to have become a de facto
syntax standard. The two main platform technologies are J2EE used by Microsoft’s rivals and
Microsoft’s own .NET. In the area of semantics, the W3C Semantic Web initiative proposes to
use ontologies to address data semantic problems. Many vendors are now beginning to add
Semantic Web technologies to their products.

The widespread use of BI requires a data layer which allows dynamic plugging in of new data
sources, because enterprises cannot afford to build data warehouses for every BI application.
Thus, the technologies must be developed to provide the following:

 Unified data layer: A common meta-data structure unifies data access by creating a
virtual warehouse view of enterprise data so that all users, regardless of their
departments or analytical prowess, have access to the same values, field names and
sources.

 Streamlined development cycle: This is a step-by step guide to creating machine

process able metadata repositories and a mapping between meta-data and concept-based
data access.
 Automated data mismatch reconciliation: This is a way of combining data while
removing any mismatches between the different data sets.

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C. Operational layer

For a complete RTBI approach, this layer must provide two functions: business activity
monitoring (BAM) and real-time process tuning and change. Some BI vendors have already
begun talking about BAM and process refinement based on feedback from operational events,
but with limited actual implementation. Current BAM tools provide dashboards and charts that
display the process attributes and KPI’s, without the ability to make intelligent conclusions about
the overall process behaviour. Such high-level conclusions are left to the process manager to
discover, usually requiring extensive process knowledge and expertise. Another shortcoming of
current BAM provision is in the area of conformance of human actors with the optimum process
model. Although some rule based conformance tools have emerged lately, these are mainly
related to regulatory compliance and not with conformance with the optimum execution model.

As far as automated process tuning and re-engineering is concerned, current tools only provide a
limited capability that applies in the case of fully automated, service-based processes which do
not involve human interaction. An example of this would be selecting the cheapest web service
out of the available list. In current practice, real business process change and tuning is carried out
through a number of initiatives (e.g. Six Sigma and Total Quality Improvement) that are mainly
manual, expensive and time consuming due to the complex subjective nature of process re-
design. Furthermore, many of these initiatives fail due to the inability to check whether people
are actually conforming to the suggested optimal process.

The challenge for RTBI is to facilitate automated mapping of existing business processes within
an organization, capture the knowledge to automate process tuning, optimization and re-
engineering, and monitor people and systems for process conformance.

TOWARDS IMPLEMENTATION OF RTBI

This section describes some example projects and technologies developed as building blocks for
the realization of RTBI.

A. Advanced analytics

1) Automatic data analysis

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SPIDA is a platform that uses soft computing methods like fuzzy logic and neuro-fuzzy systems
for automating intelligent data analysis. The core of SPIDA is a client/server based tool-box for
data analysis that focuses on modern machine-learning techniques, including data preprocessing
and visualization. SPIDA enables non-experts to run an advanced data analysis without the need
to understand, select and configure analysis algorithms. In a simple question/answer dialogue,
SPIDA gathers high-level information about the problem to be solved and user preferences
regarding the solution and data. It then automatically selects and configures analysis models,
preprocesses data, executes analysis processes and displays results.

After an analysis model has been created from data, SPIDA re-evaluates its suitability. If
necessary, internal model learning parameters will be changed by SPIDA to improve the
suitability of each model. New instances of each model will be learned from data in an iterative
process Models that have been created in SPIDA can be wrapped into self-contained software
modules. These modules can be integrated into other software applications. This way, SPIDA
supports the automatic creation of intelligent data analysis solutions that can be used in daily
business operations, either as a standalone tool or integrated into existing tools.

SPIDA can be used as the core analytical engine for future RTBI systems. It provides a high
degree of automation which is essential for RTBI. SPIDA’s capability to be driven by intuitive
high-level targets will enable it to interface to the strategic objectives of the enterprise.

2) Decision optimization and what-if analysis

Decision optimization and what-if analysis RTBI systems must provide facilities for conducting
a what if analysis at any time. If managers decide to change strategic objectives based on the
latest analysis results, they must know in advance how these changes will possibly affect the
enterprise.

By running an RTBI system in simulation mode, a what-if analysis can be run on the most recent
data. The effect of proposed changes can be studied and, if approved, the changes can be
propagated into the operational layer.

We have implemented a software platform that can be used as a decision optimization and what-
if analysis module in an RTBI system. DecTOP is a decision table evaluation and optimization
tool. It can monitor the performance of a decision model not only on an overall level, but also on

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the level of individual decisions. DecTOP enables the user to identify individual decisions of
poor performance, and to optimize them manually or automatically. The user can study any
number of variants of the decision model in parallel and compare their performance. By
changing individual decisions, the user can conduct a what-if analysis. The automatic
optimization of the decision model can be based on different measures concurrently, for
example, accuracy or cost. Previously, we have applied DecTOP to analyse BT’s fault clearing
process

3) Changing processes

Changing live business processes based on BI results is one of the most demanding RTBI
challenges because it requires process automation and possibly reengineering of legacy
processes. We have recently deployed a platform in the area of mobile workforce management
that can optimize certain process parameters based on analysis results.

The intelligent travel time estimation and management system (ITEMS) is a platform for
automatically updating parts of the scheduling process for the mobile workforce of an enterprise.
Service industries such as telecommunications, gas, water, electricity, etc., have to schedule jobs
for large mobile workforces. Successful scheduling requires suitable estimates of inter-job times
that are mainly determined by travel time. However, it is not sufficient to simply use routing
software, because it cannot estimate the time that is required to find a parking space, to gain
access to the site, etc. It is also impossible for technicians to log detailed information about the
routes they have taken — they only log their actual travel (inter-job) time. Thus, it is not possible
to compare travel data with recommendations from routing software

Travel times that are estimated from historic travel data are more reliable, because they reflect
the actual travel behaviour of the workforce, even if only point-to point information is available.
However, point-to-point information is also the only kind of data a scheduler can suitably
process, because it would be intractable for a scheduler to analyse different routes while
computing a job schedule. Recorded inter-job times automatically reflect features of the areas
between which the journey took place. Areas where it is difficult to find a parking space, for
example, will automatically result in higher values for the estimated travel time. Because
workforce travel displays distinct local patterns, only a fraction of all possible combinations of
areas has to be considered by a model for travel estimation. If for some areas there is no travel

21
data available, default estimates are used. For areas where travel occurs regularly, estimates will
improve over time. Improved estimates for travel will improve job scheduling, which will finally
result in a reduction of unnecessary travel and can thus create huge savings.

Items have a learning component that constantly builds new models for travel-time prediction. It
compares the new model with the performance of the model currently used by the scheduler and
updates the scheduler if the new model performs significantly better. ITEMS can operate in real
time, if the travel data of the mobile workforce is recorded in real time

A customized version of ITEMS has been deployed within BT. In addition to process
optimization, ITEMS also provides visualization and explanation facilities. ITEMS can therefore
already be seen as a limited application-focused RTBI system that provides analytical
capabilities, reporting, access to operational data and (only automatic) process optimization

The intelligent business process management IBPM platform is being developed to support
BAM and automated business process change information extracted by the data analysis
component will be used to achieve the business goals or, in terms of execution, to optimize the
KPI’s. Any change in the policies in the enterprise will be reflected in the KPI and consequently
will be considered by the optimization system automatically.

There are three main means to tune a process using IBPM as the base framework:

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• Task assignment: the most obvious way to improve the efficiency of a process is to provide a
better means to assign resources. Old priority-based scheduling algorithms can be replaced with
more intelligent methods.

• Task routing: IBPM processes can define routing nodes where the system can decide which
path the instance will take depending on the goals of the systems.

• Process modification: with IBPM the process definition can change at run-time providing great
flexibility to the user. Although redesigning the process to improve the performance
automatically is theoretically possible, it constitutes a challenge that we are currently far from
achieving efficiently.

B. Semantics-based information fusion

The DOME project has researched and developed ontology-based techniques to support the
building of a real-time data fusion platform. We have developed a methodology, a set of tools
and architecture to enable enterprise-wide information management for data reuse. The system
retrieves information from multiple data resources, fuses them and resolves mismatches
according to the user’s queries or application requirements. This section gives a brief overview
of the DOME prototype system. Details of DOME can be found in Cui et al.

The DOME prototype consists of a number of key components — an ontology server managing
the contents of the entire enterprise data sources, a mapping server which manages the
relationships between ontology’s and data sources, and a query engine for decomposing queries
and fusing sub-query result

The DOME information model is based on ontology. DOME ontology includes terms used to
denote real or abstract entities, and their relationships such as inheritance, formal structures of
entities (e.g.,

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attributes), and any constraints. We use the following ontology’s to model data sources and
applications — a shared ontology, source ontology’s and user and application ontologies

A shared ontology is a common, agreed vocabulary of both domain users and developers. We
treat this ontology as a superset of vocabulary which is rich enough to describe any enterprise
data sources. Tools have been developed to update this shared vocabulary

Source ontologies define the data semantics of their associated data sources. The terms in source
ontologies are often taken from a shared ontology, but their definitions could be further
constrained. For example, certain attributes may be sub-typed or have fixed values. New terms
may be defined, over and above those in the shared ontology.

Shared, source, user and application ontologies are the critical components for DOME to
perform context-based mismatch reconciliation at runtime. As an example, products could be
priced in different currencies. DOME could automatically convert all product prices into pounds
sterling for UK users, and US dollars for US users. Of course, the user could force the system not
to resolve any mismatch, if they prefer.

C. Interfaces and customization

To make RTBI a reality, BI tools need to be in the hands of many more business users of all
management levels. This requires simple, intuitive and non-technical interfaces. Current BI tools
are either still aimed at the analyst/expert, or have gone down the route of specific applications.
In the first case the tools are too complex, and in the second case the tools are too specific, to
deliver all the required intelligence.

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BI interfaces must therefore be delivered via Web based interfaces, or plug into standard office
tools. Web-based interfaces on a J2EE infrastructure, especially for the enterprise market, seem
to be the right way to go because they are very suitable for hosted solutions, and can also easily
be administered on the intranet of an enterprise. While these interfaces are also suitable for
SMEs that use hosted services, interfaces that plug into office software could provide a
competitive advantage for the SME market (compare Microsoft’s ‘BI for the Masses’
programme

To make BI tools more accessible and useful to business users, automatic adaptive user profiling
can help to automatically tailor the software to the user’s needs. We should also not forget
mobile users. BI can help mobile sales forces or work forces out in the field.

Systems like SPIDA, DecTOP, IBPM and ITEMS are examples of systems that try to make
intelligent solutions accessible to non-expert users, each by hiding different aspects of an
analytical process and by providing intuitive Web-based interfaces for different types of user

FUTURE DEVELOPMENT OF RTBI

A. Embedded BI

BI will be increasingly embedded in pre-packaged applications and services. Built-in BI

capabilities allow monitoring and analysing the performance of an application or service and —
even more important —allow changing parameters to fine-tune the performance based on the
collected and analysed data process to use process data and external drivers to analyse and
update an internal decision model that drives the process. Based on the complexity of the
process, the RTBI module can either run fully automatically or wait for feedback from higher
instances that first interpret the generated report before they approve any changes to the process.

The report of the RTBI module would also provide alarms and predictions of the future
development. Based on business rules, this information can be escalated in real time to the right
instances within the enterprise and trigger action immediately.

25
The embedding of RTBI modules can be recursively repeated within an enterprise. RTBI
modules within low-level processes directly access process data. They turn this data into
information (e.g. measures), and report it upwards to higher ranking or supervisory processes.
They can also directly turn information into action by deriving process internal targets and
update the process directly (see Figure 7). Action in the form of targets is also propagated from
higher order processes down the hierarchy.

This recursive implementation of RTBI provides the potential for local optimization as well as
global optimization. Processes on any level have the possibility to tune their performance
themselves according to local BI results and prescribed targets. At the same time, the board has
access to all key performance measures of the business, can change global targets, analyse the
possible impact and cost in what-if scenarios, and finally propagate new targets back into the
business, which are then translated into process-specific targets during the propagation down the
process hierarchy

B. BI tools development

In order to realize that vision of fully joined up systems, three core prerequisites must be fulfilled

26
•
Adaptive processes: The enterprise must be aware of all internal processes that are under direct
control, and identify the process parameters that can be adapted (bottom layer), based on insights
provided by BI tools.

• Infrastructure — enterprise-wide data model: All relevant data that is generated by internal
processes or by interaction with the outside world must be represented and made available for
analysis. New data is entered into the enterprise-wide repository as soon as it is generated
(middle layer)

• Modelling — flexible automatic analytics: Several layers of BI solutions with increasing

degrees of automation are provided to support different analytic scenarios (top layer).

This structure allows data to flow from processes via an enterprise-wide infrastructure to analysis
tools that turn data into information and into action by propagating targets back to the process
layer. Access to the data model and the analysis tools will be distributed throughout the
enterprise

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The top layer of the RTBI model contains BI (modelling and analytics) software that access the
middle layer to analyse data and provides new parameters for the bottom layer in order to
optimize processes.

Currently we do not see this full picture of turning analysis results into changes of business
process. Current BI tools fall into the following categories

• report and visualize what has happened — most of the currently available tools fall into this
category,

• understand why it has happened — some tools are available at the moment, while more and
more tools will become available in the next two to three years,

• predict what will happen — although few tools are available today, there are, however, many
techniques available for this purpose and more tools will start to appear in the next five years.

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In our vision of RTBI, future BI software will encompass all three categories, and on top of that
requires different degrees of automation for different user groups and different purposes. Future

RTBI will run fully automatic discovery processes that sift through data on a continuous basis in
order to find anomalies or interesting patterns. Results are flagged up in automatically generated
reports that contain recommendations for changes on a process level.

Currently, BI software is mainly aimed at analysts and provides very little support for managers
who have no background in data analysis. While the current generation of BI tools will become
more powerful, adding more advanced modelling capabilities on top of visualization and
reporting, the real quantum leap will be represented by automated user enabling tool

BI software, that provides this level of automation and user support, can be set up to run in an
unsupervised discovery mode as well. This type of software will be able to pick up automatically
that there is a significant change in a performance indicator like customer satisfaction, and try to
find models that explain this change. Once a model has been found, it can generate the same kind
of modifications for the process layer as if it were driven by a high-level user interaction.

29
As managers become familiar with BI tools and the tools become more and more user friendly,
managers will demand access to high-quality data and analysis results. They will want to select
data sources and use them according to their requirements. In an analogy to the growth of the
Internet and enterprise-wide intranets, we will see an ever-increasing access to BI tools over the
next years until they will be available to almost anyone in an enterprise. Finally, everyone could
use BI tools to improve their performance

C. Processes and ICT infrastructure

The ICT (Information and Computing Technologies) infrastructure of the enterprise is a key
factor in process performance, and therefore in the overall performance. Businesses try to
minimize spend on ICT, and design their infrastructure such that their processes can just operate
without problems. However, the question is how ICT infrastructure must change in order to
accommodate changes in processes.

When RTBI propagates targets from the strategic level via the tactical level into the operation
level, it is eventually the processes that must adapt to achieve new targets. This means that new
operational performance indicators are set which result in new KPIs which realize the new
strategic objective. For that to work, the dependence of operational performance measures
(OPMs) on process parameters must be known. ICT infrastructure can be viewed as contributing
parameters to OPMs.

All these measures can have an impact on the ICT infrastructure. Consider the example in
Section III. Shortening the call time could mean that the CRM system must provide the customer
details faster, i.e. the response time of the data warehouse must shrink. Improving call routing
could mean the installation of a new generation of routing software, and increasing the number
of staff means buying more terminals and increasing network capacity.

This example illustrates that ICT must become a tuneable parameter of a process, but in an RTBI
scenario this must go much further. The level of knowledge, which ICT resources are required to
achieve in some OPMs, must be provided and configured. If ICT infrastructure is viewed as a
configurable resource, and the dependency between ICT configurations and OPM is known, then
a business can automatically and dynamically allocate ICT resources to processes.

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 CHAPTER 2

OBJECTIVE OF THE STUDY

Statement of the Problem

Real-time Business Intelligence is a new concept that has introduced a unique set of
organizational and operational challenges. From an organizational standpoint, the real-time
Business Intelligence issues include the following: executive sponsorship, financial support, and
user support. From an operational standpoint, the challenges include the following: enabling real-
time extracting, transforming, cleansing, and loading (ETL) of the data, modeling real-time data,
On Line Analytical Processing (OLAP) queries and changing data, scalability and query
contention, and real-time alerting. Whether or not these obstacles can be contended with in a
timely, appropriate, and cost-effective manner has a large bearing on the adoption, acceptance,
design, implementation, and use of a real-time data warehousing solution.

The problem is whether adequate information is available to data warehouse designers, database
administrators, and database developers regarding optimum architecture and proper
administration of a real-time data warehousing system.

Objective of study

 To identify about the Real time business intelligence in Present Advertising Art
 To estimate how implementation of RTBI system has helped the organization to reduce
the mistakes of the future.
 To learn how implementation of RTBI system has helped the organization in taking
better decisions for the future.

Scope of study

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Real-time business intelligence will be available to everyone in the enterprise, and will be
embedded in many business systems. Although many technologies are available to implement
this vision, many challenges remain to make this vision a reality. We have outlined key
challenges like automated analytics, semantics-based information fusion and process automation,
and presented some examples which support the feasibility of our vision. We believe that
technologies like intelligent data analysis, soft computing and ontology’s will play a major role
in the development of RTBI.

There are already signs that BI solutions are beginning to close the loop and start to develop into
RTBI solutions. Currently, we can observe analytical tool vendors moving into the business
application space and at the same time we see application specialists expanding into the
analytical space. Clearly, vendors have understood that they need to support both analytics and
applications. That the BI market has significant growth potential is highlighted by Microsoft’s
recent move into this area.

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 CHAPTER 3

PROFILE OF THE ORGANIZATION

Present Advertising Art is integrated brand strategy, brand design, advertising & digital
marketing consultancy. Our philosophy of ‘Grow Better’ focuses on a business' holistic growth,
both at the brand level & at the customer acquisition front. With a unique strategic approach, our
‘Wings for Profit’ brand co-creation process creates uncharted blue oceans that accelerate a
brand's growth. Further, we assist brands to communicate a unified brand story across its
identity, packaging, marketing & sales collaterals, advertising & digital marketing campaigns.
Over the years, we have helped brands unlock their growth potential – at different stages of their
lifecycle – from start-ups to global conglomerates.

In the world of every branding and advertising agency they say one is as good as their last piece
of work. We couldn’t agree more. As a renowned digital marketing agency in Pune, Present
Advertising Art Advertising has, over the years delivered work that delights. Some of our ideas
have positioned us as one of the best advertising agencies in Pune, while others have helped
brands grow better and faster. However, in all honesty we simply look at ourselves as a brand
communications consultancy and advertising company in Pune that excels at brand storytelling.

Clients love to work with partners, not vendors. They see us as one of the best advertising
agencies in Pune because of our deep levels of involvement. Some of the clients on our roster
have worked with us for over half a decade, and some have returned to work after a gap. Once
we shake hands with a client, we take complete brand ownership. No half measures; no false
promises. Trust, as we believe, is the strongest currency in the relationship business.

Present Advertising Art Advertising’s journey started off just like some of the most recognized
global brands today – in a garage in Pune, India. As one of the best brand communications
consultancy and advertising agencies in Pune, Present Advertising Art has had the privilege of
working with some of the best national and international brands. We’ve created ideas that people

33
love to share, and empowered businesses to grow better – all with the world’s most powerful
medium – harnessing the potential of ‘Word of Mouth’.

All through our journey we’ve used a single secret mantra to guide businesses to succeed, and
that is keeping the customer at the epicentre of all connected experiences. Today, we’re one of
the top branding agencies in Pune. With a fluid mix of brand strategy services, brand design,
advertising, and digital marketing we help businesses unlock their growth potential.

Vision

To be globally recognized as an expert in launching and growing brands

Mission

F - Fully integrate across media to tell a unified story

O - Open to collaborate and create the idea ecosystem for brand growth

C - Celebrate and champion creativity across all work

U - Understand global markets and build global presence

S - Strategies and have a branding idea for every brand

Values

C - Commit to timelines and deliver on core strengths

Services

Building brands is a labour of love. As a leading brand advertising agency in Pune, Present
Advertising Art believes in holistic growth for brands. We offer a bouquet of services which
work in an integrated, cohesive manner and are tailored to fit your brand’s unique needs.

At Present Advertising Art we empower businesses to ‘Grow Better’ by helping them grow their
customer base. Being an ideas-driven branding and advertising agency, we create brands and
34
communication ideas steeped in customer-centricity – so your business can soar to greater
heights.

Today, customers have more information about your products, industries, and competitors than
ever before. Yet most customers feel connected to brands that help them solve a problem or
accomplish a task. Here are the four pillars that make us the preferred brand design agency in
Pune.

Brand Strategy

Brand strategy forms the core of any brand building endeavour. At Present Advertising Art, we
offer robust brand strategy services to our clients. Being a respected branding and advertising
agency, we adopt the role of a brand partner to get into the roots of your brand.

For any brand growth strategy to perform well, there has to be a clearly defined objective and
budget. As a part of our brand strategy services solution, we define a S.M.A.R.T. (Specific –
Measurable – Achievable – Reviewable – Timebound) objective and an Allowable Cost in
partnership with the client’s team. With a solid objective, budget and plan in place, Present
Advertising Art is then geared to help your brand achieve its well-defined goals, with greater
efficiency and accuracy.

Brand Design

We’re known as one of the best advertising agencies in Pune. So, it’s not surprising that our
creative brand design agency offering is a genuine uplift to start-ups and existing brands. It goes
hand-in-glove with our brand strategy services. Beginning with basic building blocks to complex
design strategies, Present Advertising Art Advertising helps your brand take flight.

We offer Design Strategy, Brand Identity Design, Colour Palette, Brand Guidelines, Collateral
Design, Space Design, Merchandise Design, and Packaging Design. Keeping the end customer at
the centre of our design strategy, we deliver ideas that are not simply aesthetically stunning.
They form the centrifugal force of your brand story, helping it to stand out in any and every
market condition.

Advertising

35
When people think advertising company in Pune, they think of us. Because at Present
Advertising Art we create path-breaking advertising campaigns. Some have won awards, while
others have won the hearts of the target audience. No wonder the mere mention of Present
Advertising Art Advertising instills confidence in even those clients who’re yet to fly with us.

Advertising was always the tool of choice to augment and boost sales. With the digital revolution
growing bigger every day, advertising delivers much more to businesses. Our clients trust us as a
branding and advertising agency because we go beyond. Over 26 years, we’ve helped brands
connect with their audience. It’s a constant endeavour to venture beyond the age-old ‘smart
punchline-catchy visual’ format to genuine intent-led multi-channel ‘360-degree inspired
storytelling’. Yet our core tenets remain solid, making us the numero uno brand design agency in
Pune.

Digital Marketing

The buzzword of digital marketing comes with many questions. Arguably, the coolest digital
marketing company in Pune, Present Advertising Art offers multifold services under its solutions
umbrella. Besides being a renowned creative brand design agency, Present Advertising Art
creates exciting digital branding opportunities, so your brand can engage with its customers in
more meaningful ways.

At Present Advertising Art, we follow a strict ‘strategies-publish-monitor-analyse-improve’ path

for all digital marketing channels. The result is a dynamic multi-channel digital presence that
adapts to a rapidly changing online universe. Perhaps, no other digital marketing company in
Baner has such a strategically sound digital-first approach to building a brand.

At Present Advertising Art we help brands unlock their growth potential. We do this by
implementing the multi-stage marketing process of Attract-Convert-Close-Delight. This helps
businesses provide value to its customers and build trust. After all, good-for-customers means
good-for-business, and helps companies grow better for years to come.

36
 CHAPTER 4

LITERATURE REVIEW

Cody et al. (2002) have highlighted in the research paper that knowledge management and
business intelligence technologies have provided good return on investment to the customers.
The authors have highlighted that the two technologies will blend over a period of time to
provide solution to the problems requiring both data and text analytics. The authors have
discussed two tools e-classifier and sapient developed by IBM for text analytics and a framework
for integrating text into the data warehouse and stated that text integrated with business data
helps in improving the quality of decision.

Ortiz Jr. (2002) has highlighted new trends of BI tools in his article. The author has mentioned
due to high-speed processing and networking technologies increasing amount of data are getting
generating at faster rate, along with typical data generation 22 enterprise resource planning and
human resource applications, due to internet-based applications. The author has highlighted that
the financial services, communications, and manufacturing industries are the biggest users of
business intelligence technology

Abukari and Jog (2003) have highlighted in their study that BI is robust & strategic initiative by
management and the smart managers can generate increased value for investors by deploying BI
tool in their organizations. The authors have described BI as a decision support system which
uses a fact-based approach to management decision-making and enables sustainable competitive
advantage for the organization. The authors have recommended six-step for successful BI tool
implementation:

(i) link business strategies and goals with the solution,

(ii) identify all the essential data sources existing in organization for building the system,

(iii) create a subject orientated multidimensional cube and extract, transform and load (ETL) the
relevant information about the subject,

(iv) identify a reporting platform to view and analyze the data in multidimensional cubes,

37
(v) build standard reports, perform ad-hoc analysis and data mining to monitor the corporate
performance,

(vi) implement enterprise-wide solution.

The authors have discussed use case of BI tool in finance, manufacturing and human resource
function and have demonstrated that a systematic& effective BI tool implementation enables
transformation of data into insight to support managerial decision-making and action.

Negash (2004) in his research paper has discussed the concept of BI tool and has provided
framework for using structured and semi-structured data to support informed action by decision-
makers. The author has discussed the architecture for structured and semi-structured BI tool. The
author has also highlighted that market for BI is growing and vendors for structured data based
BI tool are mature in comparison to semi-structured data based BI tool. The author highlighted
that the use of semi-structured data in decision-making process is increasing. The author has also
provided various areas to be covered for further research such as managing semi-structured
information, real-time BI etc. The article is conceptual in nature and is useful for students,
academicians for their study.

Gupta (2004) have discussed the current state of Information Technology (IT) usage in select
Indian organizations in their research paper. The research findings were based on questionnaire
survey & interview of employees (business executives and information system team) of select
IT-savvy organizations. The researchers have highlighted that the issues of IT usage in India
were similar to those of worldwide organizations but some of them were specific to India such as
credibility with business executives, difficulty in measuring return on investment, lack of
business intelligence applications, strategic planning, IS organization alignment, using data as a
resource and integrating technology which is resulting in slow adoption of information
technology in India.

The authors have recommended that business intelligence application needs to be included in the
portfolio of applications for business use and that a culture needs to be developed in the
organization for information-based decision-making. Since the study was performed on the
companies in multiple industry sectors, the study could not provide details on how business
intelligence applications were used in those sectors.

38
Hall (2004) has highlighted in her article that companies which have invested in CRM
technologies and were not realizing full benefit from the same is likely due to missing critical
piece of the solution which is business intelligence process that drives behavioural change. The
author highlighted that due to increase in number of business decisions, complexity and
customers demanding higher level of services results in multiple technical and business
challenges for the enterprise.

The author highlighted that BI tool plays a critical role in comprehensive CRM strategy of the
organization and with the use of BI tool in the CRM, the enterprise can best manage customer
relationships for maximum customer satisfaction, loyalty, retention and profitability

According to Chen (2005), multi-national organizations had started investing heavily in BI tools
for supporting the analysis process due to tougher business outlook and a systemic approach is
required to ensure that the business intelligence process involves the right stages from data
collection through to usage of the final input. The author has highlighted and importance of BI
tools by citing various examples such as “Apple” who has used strategic business intelligence for
becoming the fastest computer’s brand.

The author has highlighted that right business team (who were impacted by the change) should
be involved in the implementation of BI tool in order to have successful change management in
the organization. The research paper has not addressed other challenges of implementation of BI
tool such as data integration, skill level of implementation partner, unambiguous user
requirement.

According to Graves (2005) BI tool plays a strategic role in achieving regulatory compliance in
faster and easier manner in the legal (law firms), financial industry and government agencies.
The author has highlighted that a BI tool can help companies overcome hurdles related to
gathering, analysing, presenting and storing information. The insightful information helps
management take effective decision by quickly visualizing the answers for business queries on
corporate data. The author has discussed various features of BI tool but has not provided the full
usage/functionality 25 details of BI tool in legal, financial and government agencies. The
research paper has highlighted that still there are organizations that have not implemented the BI
tool.

39
There is another issue with a great number of definitions; they tend to change after some time, in
light of the fact that the way of what they consider changes. This is the situation with BI for
instance. Initially, software business engaged with BI, BI used to be comprehended as private
insight, rather than state or open knowledge. Even after many years, BI is still used by engineers
and programmers (Solberg Søilen, 2015).

BI is characterized as frameworks that gather, change, and present organized information from
various sources lessening the required time to acquire significant business data and enable their
efficiency use in management decision making process (Den Hamer, 2004), permitting dynamic
enterprise information look, recovery, examination, and clarification of the necessities of
administrative choices (Nofal and Yusof, 2013). As indicated by Tyson (1986), BI concentrates
on gathering, process and present information concerning customers, contenders, the business
sectors, technology, and products. Pirttimäki (2007) depicts BI as a procedure that incorporates a
series of activities, being driven by the particular data needs of decision makers and the objective

of achieving competitive advantage.

Garza (2007) has discussed the usage of BI tool for conducting better margin analytics by using
hypothetical case in financial services sector in his study. The article has highlighted that BI tool
can access existing reporting data marts to enable analytics and BI tool with on-line capability
provided the ability to analyse data on a multi-dimensional basis allowing the organization to
view the information and data for developing action plans. The hypothetical case depicted that
the proper architected tools and technology, along with the ability to analyse information on a
nontraditional multidimensional basis, helps make decisions easier through quantified supporting
analysis. According to the author, BI tool was only valid if the fundamental data is complete and
accurate. The full usage of BI tool in financial service sector was not provided in the research
paper and the example was hypothetical only.

Watson and Wixom (2007) have highlighted in their research paper the benefits of BI tool,
critical success factors for BI tool implementation and the new trends in the BI tool. The authors
have highlighted that BI tool implementation provide spectrum of benefits such as reduction in
cost, increased efficiency for data suppliers & users by saving time, better decisions due to better
information resulting in improved business processes & meeting strategic business objectives.
The authors have highlighted that senior management support is a critical success factor for BI

40
tool implementation. The authors highlighted that real-time BI, pervasive BI and business
performance management are the emerging trends by discussing use cases from gaming and
airline industry.

The authors have mentioned that BI has primarily two activities (i) sourcing data in and (ii) data
out and suggested that BI tool will change the practices and strategies with respect to
management of the companies, fact & rational based decisions, and performance of the people on
their jobs.

Raden (2007) has highlighted in his article that although the BI tools are marketed as tools aids
in decision-making, but they don’t help choosing issues that requires attention, setting goals and
finding suitable courses of action. All of these activities involve working both in individual and
collaboration manner in organization. BI tool provides information to user based on role and
hierarchy and the hierarchical model of BI is insufficient in today’s business environment which
requires constant communication with computer-savvy employees & partners. The author has
highlighted that a new approach of BI is required that allow people in organizations to able to
perform the work that they've been told they should do - act independently and collaboratively,
and leverage the wealth of technology available to assist them.

The author has highlighted various qualities required in good and interactive analytics tool such
as no coding, no scripting, no cryptic words or phrases to learn the technology, ability to modify
existing models while maintaining the dependency between the original and modified model,
ability to selectively expose elements of a model for understandability (to others) and
administration of models by stakeholder and not by IT team to support the new approach.

Love (2007) has highlighted in his article that the organization should not rush into
buying/selecting the business intelligence tool until the companies are sure of their need. The
author has highlighted various key questions that should be addressed before organization starts
BI implementation program such as (i) how BI tools will help in meeting the short term and the
long term strategic goals?, (ii) what is the associated cost with the initiative and the risk of
failure? , (iii) who is getting directly and indirectly benefitted and who will be the program
sponsor?, (iv) does the organization generating the required information for the program and how
this will be collected for analysis?. The author has highlighted various type of BI tools such as
Dashboards, Reporting Software, OLAP tools, Data Mining tools, free and open-source tools.

41
The author has highlighted that companies should invest the time and money in a product/system
that meets the business requirement. The author highlighted that the quality of BI output helps in
providing crucial difference with competition and the effective BI tool improves the quality of
management decision making.

Curko and Pejic (2007) has highlighted in their article that BI tool has become a crucial
technology in banking industry for achieving strategic goals and gaining competitive advantage
for the future growth .BI techniques can be used to balance & rationalize business operations,
improving performance and reducing operational costs at banks. The authors have highlighted
that larger data volumes of banks can be analysed by using BI analytics for risk management,
additional products selling to the customers, reducing churn rate, customer segmentation, client
lifetime value in the banking industry for strategic decision-making.

The authors have mentioned that BI technology helps bankers in enhancing relations with
customer, improving efficiency 31 of marketing & campaigning activities, increased risk
management, quickly responding to market changes and improving efficiency & quality of
business processes. The rise of new trend of business process intelligence opens novel
improvement areas in banking processes & operations.

Wixom et al. (2008) have highlighted in their article about the various challenges posed by
mature BI tool and data warehouse solution by citing the case study of continental airlines and
provided suggestions to overcome the obstacles. The authors also highlighted that organizations
must invest in hardware to ensure scalable and good performance solution, cross train employees
to reduce the impact of employee turnover, a data recovery/back-up site is required for business
continuity, leverage predictive analytics to avoid lager volume of data processing, educate the
user about the data latency as per the time zone and revise the real-time data availability plan as
per the global usage.

The authors also highlighted good practices of building BI tool 32 such a uniform development
standard, building data driven organization culture which provides competitive advantage to the
organization and enabling users to develop their analytics helps in ease of deployment for BI tool
for enterprise-wide usage

42
Ştefan (2009) has highlighted that BI tool plays essential role in increasing the decision quality.
The author has highlighted the concept of BI and the architecture starting from OLTP
(transactional system) as a source of data, ETL process for extracting and loading data in data
warehouse along with advance techniques of data mining for analysis. The author has
highlighted various business areas (marketing, finance, supply chain etc.) where quality of
decision-making was improved after implementation of BI solution by Microsoft SQL Server
2008. The article has not addressed to what extent the quality of decision–making was improved
after implementing BI tool and the impact on business performance

Bara et al. (2009) have highlighted various aspects of the BI systems (BIS) development such as:
architecture, lifecycle, modeling techniques and evaluation criteria for the system performance in
the research paper. The authors have highlighted that BIS reports are used for strategic decision
and ERP reports are used for operational decision. The authors have highlighted that BI systems
has the capability to gather, integrate internal & external data, analyse and provide presentable
information (key performance indicators) to the executive management to support strategic
planning, forecasting and tracking of business performance. The authors have highlighted that BI
systems enable managers to view data holistically and provides new insights affecting business
process and improves the information quality for strategic decisions.

Mitchell (2009) has highlighted in the article that the economic situation has forced companies to
focus on how existing BI tool can further help in their environment instead of buying the new BI
tool. The author has provided various strategies to get more out of existing BI tool. The strategies
focused around tool, training & business team. The author highlighted that companies should
minimize the number of BI tool and should eliminate the redundant tools and analytics and
should move toward 34 centralized business intelligence rather than department-based business
intelligence. The author also highlighted that the existing data should be presented to users in
more insightful manner, the users should be trained to understand both the data and the BI tool
and more & more sources of data should be integrated to derive additional value from the BI
tool. The author also highlighted that business should take driver seat in determining what
metrics to be analysed and should build new information models for new markets as the same
strategy cannot be applied to all the markets.

43
Serbanescu (2009) has highlighted the importance of BI tool in the competitive market of travel
agencies in Romanian business environment. The author has highlighted that increased
productivity, efficiency, quick response and the services offered are important elements in
attracting the customer in the market. The author has discussed OLAP, Data mining, reporting
and query technology of BI tool that can be used to determine tourist related queries such as past
trend of destinations & boarding houses and the upcoming trends of tourist destination &
boarding houses and can help in serving the customer in better manner. The author has
highlighted the BI tool can easily integrate data from various sources of travel agencies such as
front-office, booking system and internet application and helps in generating analytics on tourist
destinations, clients and service suppliers which helps in reducing time in decision-making,
reducing role of IT department in generating reports, reduces time in collecting periodic data and
analysis. The author also highlighted that BI solutions can be implemented on National
Association of Rural, Ecological and Cultural Tourism system of Romania to evaluate touristic
potential of the rural area and to make the best decisions for its development.

In the article Bucher et al. (2009) have discussed the concept and importance of process-centric
business intelligence, its benefits in supporting operational decision making by citing the
example of financial services company engaged in providing mortgage services through the
integrated supply of analytic information in the mortgage approval process. The authors have
highlighted various benefits of process centric business intelligence such as acceleration of
business process execution, improvement in process performance and increase in customer
profitability through accurate decision. The authors have provided service-oriented architecture
for implementation of process centric BI tool which comprises of front-end BI services 35 for
users for query, reporting and analytics services and backend bi services for connection,
transformation and integration etc. The authors have provided implementation roadmap starting
with service composition and business process management add-ons deployment in the existing
ERP landscape followed by BI tool integration into the business process for enabling of
analytical information-based decision-making.

Gessner and Scott (2009) highlighted the use of BI tool to improve sales and optimize cost of the
inside-sales team (team who do no travel for sales). The authors have highlighted that there is
increased focus on building inside-sales team in order to reduce high costs of transportation and

44
unknown travel challenges of an outside sales team. The authors have highlighted that BI tool
can be used to identify prospects/buyers based on frequency and order quantity pattern and the
inside-sales team to make a call/contact with prospects/buyer and helps in closing the sales .On
other hand there is need to optimize the cost of inside-sales team and this can be evaluated based
on comparing the sale conversion ratio for each employee and sharing best practices across the
team and measuring number of customers moving into position of making calls themselves for
buying from the position of being getting called.

Smietana (2010) has highlighted the importance of pervasive BI tool in helping manufacturing
and service providers to manage their supply chain operations efficiently and in profitable
manner. The author discussed how pervasive BI tool is helping in plan, source, make, deliver and
return stages of SCOR (Supply chain operations reference) framework of supply chain process
by citing example of wine & spirit distributor and healthcare provider. The author highlighted
that supply chain managers have to look for reduction in cost and have to protect the margin and
pervasive BI tool helps in decreasing inventory, improving customer satisfaction rating and cost
reduction in supply chain process. During planning stage, the BI tool can help in demand
forecasting based on the historical data, in sourcing stage the BI tool help in evaluating vendor
performance and helps in reducing inventory cost. In make stage, BI tool helps manufacturer to
re-deploy excess capacity and underutilized assets, reduce waste and decrease operating costs. In
delivery stage, geographical based BI tool helps in identifying transportation bottlenecks and
alternate delivery routes for efficient delivery and in return stage, BI tool can help in root cause
analysis of return goods and customer feedback analysis.

Ortiz Jr. (2010) has highlighted in his article that next generation pervasive BI (PBI) tool will
provide real-time and predictive analytics to the organizations. The author has provided
architecture of TIBCO Spot fire Enterprise Analytics PBI platform in the article. The author has
highlighted PBI system faces various challenges such as increases in data volumes, delayed
arrival of source data, delayed adoption by users in utilizing PBI, delay in finalizing key
performance indicators for real time tracking for operational decisions. The author recommended
that in order to fully utilize the PBI tool the organizations must change operational procedures
and culture. The author has highlighted that cost of PBI implementations has reduced over the
years due to lowering in cost for processing and storage of data and PBI implementation will

45
grow as increasing number of staff will perform their jobs based on operational information. The
author has highlighted that adoption of the PBI technology will further increase with web-based
cloud technologies which will enable the provision of PBI as a service in future.

Hribar (2010) has described and analysed six different maturity models for the assessment of the
maturity of BI tool in his research paper. The key highlights of each model are (i)The business
information maturity model is based on increasing importance of BI tool ,a well-documented
model and freely available for analysis,(ii) TDWI’s business intelligence maturity model is based
on the technical criteria (data ,architecture etc.) , well-documented and provides a web based tool
is available for self-assessment, (iii) Gartner’s maturity model for business intelligence and
performance management is used for people, processes, metrics & technology assessment, and
limited documentation is available freely for analysis on the model and any additional
documentation is available by making payment to Gartner, (iv) The business intelligence
maturity hierarchy model focused on four stages(data, information, knowledge and wisdom) in
knowledge management and limited documentation is available for analysis, (v) The
infrastructure optimization maturity model helps in assessment of company infrastructure and
enables transition from reactive to proactive infrastructure service delivery organization and the
model is incomplete in the area of BI tool, (vi) AMR Research's business
intelligence/performance management maturity model focused on people, processes &
technology and the documentation of the model is not available in public domain for analysis.
The author highlighted that by using maturity models with in short time the company can
discover the gaps in the BI tool and can take necessary actions. The author highlighted that
maturity model for BI tool helps organizations in building a roadmap for future based on the
assessment report and the organization objectives.

Popovic et al. (2010) have provided conceptual framework & model to measure business value
of BI system in their research paper. The model helps in providing business case for investments
into BI tool and model was designed on extensive review of literature, in-depth interviews and
case study. The authors highlighted that BI system leads to information quality (IQ) which in
turns leads to use of information in business process for decision making and which enhances
business performance. As the BI system maturity improves the value from information quality
also increase. The authors highlighted that assessing BI helps in two ways (i) proves that it’s

46
worth investing in the technology, (ii) helps in managing the BI process and ensure that user
needs are satisfied. The author highlighted that true business value of BI system is improved
business processes & organizational growth as a result of improved IQ.

In his article, Serbanescu (2010) has provided the concept, architecture and benefits of the BI
tool in today's competitive environment. The author has highlighted that objective of BI tool is to
facilitate the rapid availability of new knowledge about the business for better decisions .The
author has highlighted that a typical BI tool architecture contains extracting data from source and
transforming & loading the data into data warehouse in a multi-dimensional cube for storing the
summarized information as per the business need and process the same into meaningful insights
using front-end reporting tools such OLAP, static and live reporting, balanced scorecards,
budgeting and forecasting, data mining, exceptions and notifications etc. The author highlighted
that businesses need BI tool to take advantage of opportunities and avoid risk in real-time
situation and by combining BI tool with operational data enables companies to increase sales,
improve profits by optimizing cost activities and increase customer loyalty.

Brahma and Sarma (2010) have highlighted the new concept of cloud based BI tool for decision-
making in their article. The authors have highlighted various challenges such as security,
scalability, technology integration & performance in implementing cloud-based BI. The authors
have provided various scenarios where cloud-based business intelligence can be implemented in
companies having a) applications with well-defined points of integration, and healthy internal
enterprise architecture, b) application not requiring lot of data & can work with lower level of
security, c) cloud applications (Salesforce.com) where data already resides in the cloud, d)
application requiring one-time import of data from the sources for analysis. The authors
highlighted that cloud BI tool will not work in scenarios such as downstream data integration,
real time integration with EAI, real time analytics (churn management, supply chain costs
analytics), business activity monitoring and fraud detection, HR analytics, applications involving
intensive calculations, huge aggregations & massive storage and applications with single sign-
on. The authors highlighted that average cost for implementing a cloud BI environment for a
given scenario may be more than that of the same being implemented using conventional BI
technology stack over a longer period of duration and organization should take the decision
carefully.

47
 CHAPTER 4

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problems. It guides the
researcher to do the research scientifically. It contains of different steps that are generally
adopted by a researcher to study his research problem along with the logic behind them. Data
become information only when a proper methodology is adopted. The research methodology
includes the logic behind the methods we use in the content of our research study.

Research Design:

A research design is the arrangement of condition for collection and analysis of data in a manner
which may result in an economy in procedure. It stands for advance planning for collection of
the relevant data and the techniques to be used in analysis, keeping in view the objective of the
research availability of time.

There are three types of research designs. They are,

 Exploratory research design.

 Conclusive research design.
1. Descriptive research design.
2. Causal research design.
 Performance monitoring research.

The Research design used in this study was descriptive research design. It includes surveys and
fact-finding enquiries of different kinds. The main characteristic of this method is that the
researcher has no control over the variables; he can report only what has happened or what is
happening.

Explanation of the Method

A Research Survey will be performed among 100 employees of company to understand the Data
Real-Time Business intelligence with reference of Present Advertising Art. For the research we
will go for the descriptive research and exploratory research which is mainly based on primary

48
data. Hence it will be necessary to conduct research on the process. The technique of Random
Sampling will be used in the analysis of the data. The sample covered the employees from all
the cadres, encompassing the senior most officers to the workers.

Sampling Techniques:

The simple random sampling technique was employed in the selection of the sample.

Sample Size:

50 Employees

Tools For Data Collection

Study Conducted

The primary data was gathered through personal interaction. The information was gathered from
the structured questionnaire.

Sources of Data

 Primary data
 Secondary information

Primary Data

The information gathered out of the blue through perception and meeting strategy. The data is
gathered by watching the working of different divisions and furthermore by interviewing the
directors of the considerable number of offices. It is additionally gotten by the assistance of staff
individuals.

Secondary Data:

Secondary data has been collected from the Company Website, Internet etc.

Statistical Tools:

49
The data are analyzed through statistical methods. Simple Percentage Analysis is used for
analyzing are used for analyzing the data collected.

Simple Percentage Analysis:

Percentage analysis is the method to represent raw streams of data as a percentage (a part
in100‐ percent) for better understanding of collected data.

Graphs:

Graphical representations are used to show the results in simple form. The graphs are prepared
on the basis of data that is received from the percentage analysis

50
 CHAPTER 6

DATA COLLECTION, ANALYSIS & INTERPRETATION

1. Gender

Table no. 1

Gender No. of Respondents Percentage

Male 30 60%
Female 20 40%
Total 50 100%

Chart no. 1

Gender

40% Male
Female

60%

Interpretation:

Table 1 reveals that 60% of the respondents are male and 40% of the respondents are females.

51
 2. Age

Table no. 2

Age Group No. of Respondents Percentage

18-25 9 18%
25-35 21 42%
35-45 10 20%
45 years and above 10 20%

Chart no. 2

Age Group
45

40

35

30

25

20

15

10

0
18-25 26-35 36-45 46 years and above

Age Group

Interpretation:

Table 2 reveals that 18% of the respondents are of the age group of 18-25 years, 42% of the
respondents are of the age group of 26-35 years, 20% of the respondents are of the age group of
36-45 years and 20% of the respondents are of the age group of 46 years and above.

52
 3. Educational qualification

Table no. 3

Educational qualification No. of Respondents Percentage

Up to SSC 8 16%
HSC 22 44%
Graduate 14 28%
Post graduate 6 12%

Chart no. 3

Education qualification
50

45

40

35

30

25

20

15

10

0
Upto SSC HSC Graduate Post graduate

Education qualification

Interpretation:

Table 3 reveals that 16% of the respondents have an education qualification of up to SSC, 44%
of the respondents are HSC qualified, 28% of the respondents are graduates and 12% of the
respondents are post graduates.

53
 4. Since how long have you been working in Present Advertising Art?

Table no. 4

Asset Online No. of Respondents Percentage

Less than 1 year 10 20%
1-3 years 20 40%
3-5 years 11 22%
More than 5 years 9 18%

Chart no. 4

Asset Online
45

40

35

30

25

20

15

10

0
Less than 1 year 1-3 years 3-5 years more than 5 years

Asset Online

Interpretation:

From the above table it is clear than 40% of the employees have an experience of 1-3 years
working in Present Advertising Art, 22% of the respondents have an experience of 3-5 years,
20% of the respondents have an experience of less than 1 year and 18% of the respondents have
an experience of more than 5 years working In Present Advertising Art.

54
 5. Which is your management level in the company?

Table no. 5

Management level No. of Respondents Percentage

Top 9 18%
Middle 28 56%
Lower 13 26%
Total 50 100%

Chart no. 5

Management level

18%
25%

Top
Middle
Lower

57%

Interpretation:

From the above table it can be seen that 56% of the respondents are form middle management
level, 26% of the respondents are from lower management level and 18% of the respondents are
form Top management level.

55
 6. Is your organization using Real-Time Business Intelligence system?

Table no. 6

Opinion No. of Respondents Percentage

Yes 50 100%
No 0 0%
Total 50 100%

Chart no. 6

Opinion

Yes
No

100%

Interpretation:

From the above table it can be seen that 100% of the respondents agree that Present Advertising
Art is using Business Intelligence system.

56
 7. How long has your organization been using Real-Time Business Intelligence?

Table no. 7

Opinion No. of Respondents Percentage

Less than 1 year 0 0%
1-3 years 2 4%
3-5 years 3 6%
More than 5 years 45 90%

Chart no. 7

Opinion
100
90
80
70
60
50
40
30
20
10
0
Less than 1 year 1-3 years 3-5 years More than 5 years

Opinion

Interpretation:

From the above table it is clear that 90% of the respondents say their organization has been using
Real-Time Business Intelligence system for more than 5 years.

57
 8. In my organization, staff adapt quickly to the use of Real-Time Business
Intelligence.

Table no. 8

Opinion No. of Respondents Percentage

Strongly disagree 4 8%
Disagree 7 14%
Neither agree nor disagree 6 12%
Agree 22 44%
Strongly agree 11 22%

Chart no. 8

Opinion
50
45
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

From the above table it is clear that 44% of the respondents agree and 22% strongly agree that in
Present Advertising Art, staff adapt quickly to the use of Real-time Business Intelligence, 12% of
the respondents are neutral whereas 14% of the respondents disagree and 8% strongly disagree.

58
 9. A Real-time business Intelligence system requires special analytical skills.

Table no. 9

Opinion No. of Respondents Percentage

Strongly disagree 9 18%
Disagree 17 34%
Neither agree nor disagree 9 18%
Agree 10 20%
Strongly agree 5 10%

Chart no. 9

Opinion
35

30

25

20

15

10

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

From the above table it is clear that 18% of the respondents agree and 10% strongly agree that a
Real-time BI system requires special analytical skills, 18% of the respondents were neutral
whereas 34% of the respondents disagree and 20% of the respondents strongly disagree.

59
 10. The BI tools I use have made my work easier so that the day goes by quickly.

Table no. 10

Opinion No. of Respondents Percentage

Strongly disagree 4 8%
Disagree 6 12%
Neither agree nor disagree 9 18%
Agree 25 50%
Strongly agree 6 12%

Chart no. 10

Opinion
60

50

40

30

20

10

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

From the above table it is clear that 50% of the respondents agree and 12% strongly agree that
the BI tools they use have made their work easier so that the day goes by quickly, 18% of the
respondents were neutral whereas 12% of the respondents disagree and 8% of the respondents
strongly disagree.

60
 11. The measures to inform the employees about BI in your organization are effective.

Table no. 11

Opinion No. of Respondents Percentage

Strongly disagree 3 6%
Disagree 5 10%
Neither agree nor disagree 8 16%
Agree 22 44%
Strongly agree 11 24%

Chart no. 11

Opinion

44

24

17

10
5
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

From the above table it is clear that 44% of the respondents agree and 24% strongly agree that
the measures to inform the employees about BI in the organization are effective, 16% of the
respondents were neutral whereas 10% of the respondents disagree and 6% strongly disagree.

61
 12. Real-Time Business Intelligence is applied very well in your firm.

Table no. 12

Opinion No. of Respondents Percentage

Strongly disagree 2 4%
Disagree 3 6%
Neither agree nor disagree 9 18%
Agree 26 52%
Strongly agree 10 20%

Chart no. 12

Opinion

51

20
18

7
4
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

From the above table it is clear that only 52% of the respondents agree and 20% strongly agree
that Real-Time Business Intelligence is applied very well in the firm, 18% of the respondents
were neutral whereas 6% of the respondents disagree and 4% of the respondents strongly
disagree.

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 CHAPTER 7

FINDINGS & OBSERVATIONS

 60% of the respondents are male and 40% of the respondents are females.
 18% of the respondents are of the age group of 18-25 years, 42% of the respondents are
of the age group of 26-35 years, 20% of the respondents are of the age group of 36-45
years and 20% of the respondents are of the age group of 46 years and above.
 16% of the respondents have an education qualification of up to SSC, 44% of the
respondents are HSC qualified, 28% of the respondents are graduates and 12% of the
respondents are post graduates.
 40% of the employees have an experience of 1-3 years working in Present Advertising
Art, 22% of the respondents have an experience of 3-5 years, 20% of the respondents
have an experience of less than 1 year and 18% of the respondents have an experience of
more than 5 years working in Present Advertising Art.
 56% of the respondents are form middle management level, 26% of the respondents are
from lower management level and 18% of the respondents are form Top management
level.
 100% of the respondents agree that Present Advertising Art is using Business Intelligence
system.
 90% of the respondents say their organization has been using Real-Time Business
Intelligence system for more than 5 years.
 44% of the respondents agree and 22% strongly agree that in Present Advertising Art,
staff adapt quickly to the use of Real-time Business Intelligence, 12% of the respondents
are neutral whereas 14% of the respondents disagree and 8% strongly disagree.
 18% of the respondents agree and 10% strongly agree that a Real-time BI system requires
special analytical skills, 18% of the respondents were neutral whereas 34% of the
respondents disagree and 20% of the respondents strongly disagree.
 50% of the respondents agree and 12% strongly agree that the BI tools they use have
made their work easier so that the day goes by quickly, 18% of the respondents were
neutral whereas 12% of the respondents disagree and 8% of the respondents strongly
disagree.
63
 44% of the respondents agree and 24% strongly agree that the measures to inform the
employees about BI in the organization are effective, 16% of the respondents were
neutral whereas 10% of the respondents disagree and 6% strongly disagree.
 52% of the respondents agree and 20% strongly agree that Real-Time Business
Intelligence is applied very well in the firm, 18% of the respondents were neutral whereas
6% of the respondents disagree and 4% of the respondents strongly disagree.

64
 CHAPTER 8

SUGGESTION

Improve Competitive Intelligence

BI can help businesses improve their competitive edge with the effective use of data and turn
data into actionable information. BI solutions make data accessible for authorized users and
allow them to interact with competitive intelligence from one secure, centrally managed data
warehouse. This allows organizations to take more strategic decisions by using information
quickly and accessing information in effective ways.

Improve Market Intelligence

Like enhancing competitive intelligence, BI software can be used to obtain market intelligence
and with BI tools data can be analysed in a better way with all this information available from
one centrally located source, businesses can be more responsive to the changes in the
marketplace. This allows business owners to plan their production unit. They can optimize their
product manufacturing and reduce wastage. If you can use BI effectively and intelligently, it can
help you in many ways to improve market intelligence.

Data Integration
Data is being stored in various forms and across multiple solutions in most businesses. This
makes data analysis & reporting challenging and complex. With business intelligence solution,
you can reduce the complexities that exist with data locked in various software and spreadsheets.
BI tools integrate all the data present in your workplace in various forms, directly with your
existing software solution, leverage real-time data to provide a more robust view of the business.
Numbers won’t lie. With an absolutely integrated BI solution, you can achieve all the business
success.

Effective Business Model

When you have all the data, market insights, stats of customer buying habits, competitor market
strategy, it is obvious that you will work more on making your business model more durable &
result oriented. BI helps you to analyse your company’s own data as well as consider all the
external business information.

65
Ever thought why BI became so much effective? The answer maybe it’s because of the
revolution of ecommerce. Today whatever we need, it is just a click away. For business owners
this means, they have to be very specific in placing their products, studying market trends,
investing at the right place for their marketing initiatives, and evaluating their efforts. BI helped
them to build a much more effective business model rather than simply fumbling around for the
light in the dark.

Customer Insights
As we already discussed that BI can integrate your entire business into one centrally managed
solution, this can include customer insights also. Customer data from CRM, email marketing,
social media campaigns, and website engagements can be tracked in your data management
platform. All can be monitored from a unified dashboard and you can keep a holistic view of
your customer and their interactions with your business.
This has become very important for any business because customers have started interacting with
a business across multiple platforms and channels. Customers use their website, social media
channels, live chat tools, email. It will be very difficult to address your customers without a
consolidated view of their interactions. You can only meet your customer’s needs by addressing
them in a more informative and effective way. Studying the data provided by your business
intelligence can help improve and hone your customer engagement not only through your social
media and marketing presences, but in direct contact with your customers.

Personalized Sales Strategy

For sales and marketing team, it is always more important to understand others business they are
trying to work with. As a sale personal, you need to learn various aspects of a company before
pitching them. Their annual turnover, sales numbers, merger information, competitors, trading
policies, outsourcing partners if the company is publically traded, you can get all these
information easily. If not, then you have to depend on your own device.
BI will make your sales strategies more composed and effective. Before pitching any lead or
scheduling business meet, it is always helpful for the sale steam to understand the lead’s
business. BI tools can provide all the data related to the target company’s turnover, budget plans,
future expansion plans, sales numbers, competitors and much more. This research can give your
sales team more information to analyse and prepare sales pitch on that basis.

66
Without the use of BI tools, it will be always difficult for sales managers to predict which sales
technique can be used to convert the lead or closing the deal quickly. Sales can’t happen on
predictions, it happens through research & proper presentation. Sales gurus use BI & make
modifications in their approach to preparing the sales pitch more specific & personalized.

Calculate ROI of your Marketing Strategies

The traditional marketing methods are slowly replaced by apps, social media tools, analytics,
AdWords campaigns and emails. BI is crucial in helping small businesses calculate the ROI of
their marketing initiatives.
BI analytics can provide you all the market insights, which can help you to decide where to
spend money. Most importantly, by BI tools you can also identify the least effective marketing
strategies, so that you can eliminate those & adjust your marketing budget.

Holistic view of your Business

Business Intelligence has a key to your entire business information, irrespective of platforms and
networks in a unified & robust dashboard. This can include both your customer related data &
your business insights. Customer data can be taken from your CRM, Email Campaigns,
Newsletter subscription list, website traffic, social media engagement and all these data can be
arranged into a single holistic view. Your business team can use these data to interact & engage
your customers in a more personalized way.

Similarly, you can put all your business-related information like sales figures, financial reports,
real time view of your marketing campaigns, employee records, competitor activities in a single
holistic view. Without a single consolidated view of your business as well as customers, it would
be little difficult to address their requirements & meet business objectives.

Quick Decision Making & Time Saving

BI provides data which can add value to your business. With BI in place, companies can extract
facts from a large amount of unorganized data at a very rapid speed. With an instant access to the
business data, you can analyse internal information & take more efficient business decisions. BI
teams ensure that the company gets real-time advanced business reports to ensure that they can
efficiently utilize the information for a better result.

67
A strong BI system can eliminate a lot of time spent in data collection, entry, analysis, control &
use. These above things take a lot of human time & effort. An automated BI tool can collect,
analyse, manage & use data in a faster & effective manner. Reports can be generated quickly as
all the data is already placed at their right location behind the scene. It saves a lot of time as well
as human effort. You can use your resource in some other productive way.

Mobile Information

Accessing information on the go has become very essential for any business today. Businesses
which lack the ability to access real-time data anywhere anytime can’t achieve competitive
advantage.
A fully integrated BI solution has the abilities to power your business with the crucial business
information you need to take the strategic business decisions on the go, directly from your
mobile device, tablet, or laptop. With real-time business data at your fingertips, this can be the
difference in closing a new deal, salvaging an under-performing job, or servicing an existing
customer better.

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 CHAPTER 9

CONCLUSION
As we have carried out an exploratory case study, we have seen that there are several factors that
affect how decisions are being made in an organization. Key operational and tactical decisions
are made based on intuition because of the lack of information available to the employees. There
is a big potential for a real time business intelligence implementation as today’s decisions are
taken on a poor foundation. A real time business intelligence implementation can result in
significant benefits for the organization, by reducing the time spent making a decision, and by
giving the decision‐maker sufficient information for his decisions that will result in a more
effective decision process and reduced costs, as the decisions are made in a timely manner in a
competitive environment. Furthermore, in this study we see that there are potential challenges
related to a real time business intelligence solution: processes are manual, employees are afraid
of losing their relationship to current numbers, there needs to be consensus on what should be
measured in real time, and the IT architecture lacks the main component of a real time business
intelligence solution.

A crucial challenge is the fact that the organization has manual processes resulting in data having
to be physically punched into the systems. For Present Advertising Art and other plants in the
same situation to be ready for a real time business intelligence implementation, these processes
need to be automated. Although that in the short term can result in higher costs, the long ‐term
value of automating is much greater. Depending on the maturity of the organization and its
processes, one can choose to reengineer the process, or automate the current process. We suggest
that extensive analysis of the current equipment and the costs for new equipment should be done
in order to know what would be more profitable for the organization.

It is also important that the strategy of the real time BI solution is aligned with the organizational
strategy. With automated processes, the organization will have information systems that can
speak with each other, and provide faster and more accurate information to the decision‐maker.

An organization needs to pick the right processes to measure, which is difficult and critical to
succeed. It is important that the correct people with sufficient knowledge in the organization
choose these indicators and discuss their opinions. We further suggest that the organization

69
should create a team of people who can work together to choose the right indicators, and that
these indicators should be processes at the tactical and operational level.

Findings in this research also indicated that the directors were afraid of losing the relationship
that the employees have to the numbers. With the introduction of a RTBI system, we do not
believe that the relationship will be lost, but most likely it will be strengthened. Employees will
be able to have a full overview of indicators at all times, with an LCD screen down in the
production area constantly showing numbers in real time. Because the directors and managers
will have more information available, they will be able to make faster decisions, which can result
in actually having more time to spend in the production area.

The core component of a real time business intelligence solution is a data warehouse, and that
has to be in place before starting the adaptation of such a system. That data warehouse also needs
to be prepared for real time. When the underlying architecture is in place, one has to choose how
to proceed, whether to go for an organization‐wide implementation or to start with the core
processes of the organization. We suggest that there should be an organizational focus, by
implementing RTBI organization‐wide. However, to be able to give employees ‘quick‐wins’ one
could do a mix of the two methods, by focusing on the organization but complete one process at
an early point so that employees and the organization can see results.

By being able to see the organizational needs and the value of such a support system for
decisions, as well as addressing the challenges that will occur, we believe that the decision
processes will be more effective and that the decision‐makers will be able to make faster
decisions with more information to base them on.

According to Eisenhardt (1989) decision‐makers with more information available, make faster
decisions. By improving the decision process, organizations are able to gain benefits. The value
of improving the decision processes is reducing time spent retrieving information and increasing
response time to customers, which is beneficial to the company in terms of reduced costs and
more satisfied customers.

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 QUESTIONNAIRE

1. Gender
a) Male
b) Female

2. Age group
a) 18-25 years
b) 26-35 years
c) 36-45 years
d) 45 years and above

3. Educational qualification
a) Up to SSC
b) HSC
c) Graduate
d) Post-graduate

4. Since how long have you been working in Present Advertising Art?
a) Less than 1 year
b) 1-3 years
c) 3-5 years
d) More than 5 years

5. Which is your management level in the company?

a) Top
b) Middle
c) Lower

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6. Is your organization using Real-Time Business Intelligence system?
a) Yes
b) No

7. How long has your organization been using Real-time Business Intelligence?
a) Less than 1 year
b) 1-3 years
c) 3-5 years
d) More than 5 years

8. In my organization, staff adapt quickly to the use of BI.

a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

9. A Real-time Business Intelligence system requires special analytical skills.

a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

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10. The BI tools I use have made my work easier so that the day goes by quickly.
a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

11. The measures to inform the employees about BI in your organization are effective.
a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

12. Real-Time Business Intelligence is applied very well in your firm.

a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

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