Description
Nowadays, business intelligence is highly regarded in businesses and organizations that are deprived of itwill be faced with problems in competition.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1043
MAY 2013
VOL 5, NO 1
An Overview of the Concepts of Business Intelligence (BI) and its Applications
Leila Pourmojib
1
, Sepeide Alizade
2
, Zahra Ghorbani
3
, Kave Hematian
4
, Fateme Shafii
5
, Atefe Khieri
6
,
Tahereh Gholami
7
1234567-MA Students of Insurance Business Management, Islamic Azad University, Rasht Branch, Guilan,
Iran
Abstract
Nowadays, business intelligence is highly regarded in businesses and organizations that are deprived of
itwill be faced with problems in competition. Having introduced Business Intelligence in this paper, the
impact of its variousfactors,the effect of this vital factor to the success of organizations have been
evaluated. After that the role of decision-making environment in determining the success of BI is
assessed. Finally due to the capability and nesessity of the business sector as a competitive advantage
today and in the future -a as prerequisite for survival- has been targetted.
Keywords: Overview ; Concepts ; Business Intelligence
Introduction
Nowadays , thanks to the progression and development in every branch of science , every sort of trade
is faced with intense competition.This progression and development leads to improvements and
progression in a variety of technologies, transfer of trade from local environment to international,
increasing customer awareness, high expectations from the quality of products and services and other
factors .Today, every organization needs to expand its business activities in competition, otherwise it
gradually lose its market share. Customer demand is changing rapidly, and if the organization fails to
understand these changes, they will face with serious threats. Therefore organization needs to new
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1044
MAY 2013
VOL 5, NO 1
technology and its applications as a competitive advantage to continue their life and growth one of new
concept in business is intelligence business. Intelligence business helps organization to observe its
business position in past and present partially and exhaustively to analyse its trade. Business intelligence
provides quality services and facilitates planning and decision making. BI can help an organization to
monitoractivities,anddevelop strategiesto deal withtheillegal activities.BI success is significantly
dependent on decision making department in organization. In this
environment,peopleandmanagerswithmood, personality, indigenous, geographically or
withdifferentattitudesinvolvedinthedecisionsdepartment and havedifferent impacts on it.
What is the BI?
Businessintelligence isa set ofconcepts, methodsand processesto improvea business decision which
usesmultiple sources of informationand offer a understandingexperience andtheassumptionsto provide abetter
understandingof thedynamicsofbusiness.Business intelligence combinesdata analysis andsupport systemsto
developstrategic andtacticaldecisions thatcan providethe necessary informationforthe entireorganization.BI is
comprehensive concept that uses existing information systems to obtainon time and high quality
informationto make decision for creatingcompetitiveadvantages.
•Todaywe canconfidentlyassertthat the use ofBIoptionscanincreaseorganization'scompetitiveness
anddifferentiates itfrom otherorganizations.
Theoptionwillenabletheorganizationto useexisting information andexploitingthecompetitive advantages.
BIprovides abetter understanding of thedemands andrequirements ofcustomers, competitors,business
partners, economic environment, and internal staff.
BI process in companies and organizations is Dynamic and interactive process.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1045
MAY 2013
VOL 5, NO 1
The processstartswithaquestionandthe answersprovidedinarepeated loop. Repliesprovide the possibilityof
decisionmaking for managers.
What is the purpose of BI?
The main objective ofBIisto helporganizationsinmaking the decisionsthatimprove
companyperformanceandenhanceitscompetitive advantagein the marketplace.In this method, with
theevaluation of activities,thedecision-making process is lead in such a way that the companyreachto its
desired goals.Today the business managers need to appropriate and useful information to make better
decisions, but alwaysthereareprofoundgapsbetween theinformation required forbusiness leadersandthe massof
data that is collectedduring thecompany's daily operations.Toeliminate thisgap, companiesdo a
significantinvestmentinBIsystemstoconvertraw recorded data into useful information.Decisionsbased
onanalysis and factsof BI,affects on success in allorganizations because we live in a world which, every day
become richerin terms of informationtechnology,itis also availableto facilitate the BIdevices givethepeople
viewsofthepast, presentand future conditionsimplementing business intelligence, the gapbetweenmiddle
managersandsenior managersfrom theperspectiveofinformation communication will be removed.
• Andthe required information for managersat every levelat the momentwith high qualitywill beprovided.
•Expertsand analystscanalsouse simplefacilities toimprove their activitiesandgetbetter results.
How doesBI work?
BIimplementationsarebased ononesimple goal: "improving the efficiency and setting the groundfor decision
making inorganization."When viewpoints of managers to organizational data are inclusive, the decisions can
be reliable and maintain the organization in competitive conditions, andalsodefinedobjectiveswill
beachieved.Butfor complete usage of business intelligencecapabilities, thestrategy must beflexibleandhas the
ability toprovidevariousfacilities totheindividuals, teams andentireorganizations. TheBIshouldbe responsiveto
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1046
MAY 2013
VOL 5, NO 1
theneeds of different individualsatdifferent levels ofthe organizationandtheStructured DataorUnstructured
Dataisusedfor decisionmaking.
Capabilities of BI strategy
BI strategy is a set of cooperatedequipments to facilitate decision-making process at all levels which is
simplyimplemented withlowcost.
•Dataintegration: data distributiontypicallyis seen in organizations.
Making use ofvarious toolsfromdifferentdatabaseswithdifferent structurescan be createdinan organization.
Coordinatorservicesinbusiness intelligencesolutionenablescentralizeddatabase andprovidesvaluable
informationfor decisionmaking.
Datastorage: asdescribed,one of the biggestproblemsisfragmentedorganizations.
Data storagepaves the way for important data to be stored in centralizeddatabase after
coordinationprocess.
•Dashboardreports: There areseveral ways todisplay datainvarious reports, but thisisonly a partof
thewaybusiness intelligence.
An effective report should communicate well with the audience and meet their needs.
OLAP:is an abilitythat provides non-technical users getting access to information to createreportsanddata
analysis.
Monitoring: usingmonitoring important goalsandtheirprogresswasmonitored and observed for example;the
rate ofsalestargetof one monthcan becomparedwiththeactualselling and can make decision about sell
planning.
•Analysis: receivinginformationand their display ina variety forms is only thefirst stepon the way towork
business intelligence.This strategy willgivepeoplea powerful toolforanalyzing different groupsand different
subjects.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1047
MAY 2013
VOL 5, NO 1
.
How doesBusiness Intelligencesupportthedecisions?
Allorganizationaldecisionshave not the samestrategicvalue,it means thatmovingtowardhigher levels ofthe
organization, the value ofthestrategicdecisions is more andtheirnumbers is fewerthanthe operational
leveldecisions. Flowofinformationto supportbusinessdecisionsare generallywellorganized"from the bottom
tothetop.The reportis stablishedby lowerlevel informationand nature oftheinformationthatisricherinterms
ofcontent.
What are the basic featuresof agoodarchitecturefor the BIsystem?
Usability: toprovideall BI facilities the samewayand readiness toprovideall the informationrequired for all
users.
The useofacommonAPIfor integrationand Extensibility:anAPIintegratesBIwith other currentornext
systems.In this regard, to use an API that covers all component of BI is neededoptimized using of available
resources to simplification and ROIAnewarchitectureforBIsystem must have highest investmentreturn
byrapid application and implementation of the system. The architectureshould supportthevariouscomplex
applicationenvironmentsand thesynthetic and combinatorialintegration with infrastructures such as
PLATFORMsand, databasesOLAPresources,servers, -webserverssecurity
providers,reducingimplementationand maintenance costs.
Getting access to data in organization: each organization has a wide range of different data and mechanism
for storage for users and different objectives. For creating flexibility and data integration and access to data
open data strategy should be used in the architecture of data. Users should ensure the comprehensiveness of
data all over the organization.
Common Business View: business processes and analysisbased onthem, regardlessof thedatasourceshouldbe
sharedacross theBIsystem and allconclusionsshould beina line because managers and knowledge workersuse
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1048
MAY 2013
VOL 5, NO 1
theanalytical results to ensure the validity and integrity of data.Agility:BIarchitectureshouldbe in such a way
that in caseofany changes such as anewstrategy, anew applicationand apply needed
changesquicklyandcorrectlyinother sectors.
Interoperability of BI capabilities:commercial usersneedtohave access toallcapabilitiesofBIthrough one
interface. Through thisinterface,users canhave access todifferent tools andanalyze or participate in
preparationtoareport collaboratively. Usersreportwillbepreparedandgiven tootherseveryone observe
onlyinformation thatshouldsee, finally thebusiness manager view various reportsandshare theresultstoothers.
Easyto apply(DEPLOY):In order to obtainthe maximumbenefitsofBI,weneedarchitecturesthat areeasy
toimplement, integrateandleverage. Business partners andcustomersrequire systems thatcan be installed,
appliedand used, easily.
Security: BI architecture must be prepared toaccepta large numberof security providers.
What is the function BI atdifferent levels?
BI functionality can be divided into three areas:
Strategic level: it is related to major decisions of organization made by top managers.This type ofuseis
donein lowfrequencyand prolonged periods, but maybe associatedwithhigh volumes ofdata
andprocesses.Decisions made at this level are often unstructured and are made by seniormanagers.The results
ofthese decisionshavelong-term and hugeeffects in organization.Tactical levelis related to operationsthatcan
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1049
MAY 2013
VOL 5, NO 1
beperformedin the area ofmiddle managers.Theseactionscan includelowpowered operation, how to do it,
andthenreportingsummary of usefuldataformid-term decision of the organization. Decisionsmade atthislevel
areoften in semi-structured issues and via middle managers.
Operational levelisthe lowest levelof businessactivity of an organizationthat is donein thehigh-frequency
andoftenrepeatedin lowoperationalorganization.The operationis high-frequency anddeal with low-volumeof
data.Decisions are made by seniormanagers and are oftenstructuredissues. The results ofthese decisionshave
short term and minor impact on the organization.
BAM (Business Activity Monitoring) is an application in BI domain which appliesat operational level of
organization.Its aims are toprovidecomprehensiveinformationfrombusinessprocessisareal time.The system
provides the possibility of short-term decisions in commercial activitiesand is considered asystem for
collectingthedata required for the higher level ofBIApplication.
BAMhasconcentratedoninternalbusinessprocesses (Internal BP).Familiar: it is the most important application
that uses at tacticallevel. The application of using BAMfor thetrackingbusinessactivities.At themedium-
termdecision- levels, it assistsmanagers via providingperiodic reportsoftheprocess.This systemprovides
anoverall picture of theactivities for managers.BI application is considered asan assistant to
overallefficiency whichincreasesand optimizes the processtogether.These systemsarefocusedon
someimportantfeatures of financialand otherimportant parametersincreasing theefficiency of
theorganization.It is obviousthatthe systemat this levelincludeexternalprocessesof organization. As it is
obvious, aBIsystemis comprisedofseveraldifferent levelsof Application that are putinthe cart.One of themost
importantcommunicationsystems is relatedtotransmission of data.Different characteristicsofapplicationsat
different levels, causedifferencesin thetools, techniques, and infrastructure requirementsfor each
ofthem.Using intelligent and analytical tools are more at high-level, needed to ahigh processingaccess host of
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1050
MAY 2013
VOL 5, NO 1
informationin strategic and Tactical levels is more than operational. The taskofOperationalbusiness
intelligence is gatheringinformation andstoring themindata martorin specific databases.
Who will benefit fromimplementationof the BIstrategy inthe organization?
senior managers
•Havinga centralizedlocationforviewingvarious reports fromthecondition of organizationincreasedreliabilityof
decision-makingReduce costs with a view to performance of different parts of the organization.
Evaluation of organization objectives and planning for accesses objectives.
Salesmanagers, operations, project
Controlthe process,having theanalyticalreports
Strengthening theconsultationtosenior managersinorder tochoose thebest strategy.
IT managers
Reducethe volume ofrepetitive tasksby automatingtheprocessofdata collectionand reportingof them.
Management and Centralizedsecurity
Useexisting knowledgeto operatetools
BIapplicationsaccording toindustrydifferent types of usersbenefitfromControl and financial experts,
salesexperts andmembers ofthe Board are parts with the mostuseofthe BIsystems.
Business intelligencesystems
trading companies, banksandfinancial sectors, telecommunications andmanufacturing and
industrialcompanies.
Conclusion
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1051
MAY 2013
VOL 5, NO 1
Inthispaperis expressed the concept ofBIanditsfunctionsinorganization according
tothedecisionvariables.Regarding to direction of perspective based on thefirst place of economic in region
andforeign organizationsfast moving.It is essential for researchers in various aspects of BI implementation
and development in Iranian organizations and its impact on organizations success to do more
research,Andmanagerswiththe necessarycapacity, providea good platformfordeployingbusiness intelligencein
organizations.Regarding to influencing factors such as environment of making decision and other factors that
researches will identify.the environmental impact of the decision and other factors that researchers will
identifythe possibility of BI success in increasing development and efficiency is provided.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1052
MAY 2013
VOL 5, NO 1
References
Rohani, M. Ghazanfari, M., Jafari, M.(2008). Requirements for BI evaluation
Ansari, J. Jafari, M., (2007).Business intelligence for managers.
Mehrani, A., (2009)Business intelligence Apllications.
AU, N., Ngai, E. W. T. & Cheng, T. C. E. (2008).Extending the understandingofenduser
informationsystemsatisfaction formation: an Equaitable needsfullfillmentmodelapproach,” Misquarterly, 32
(1), 43-66.
Briggs, L., L. (2006). BI Csaestudy: power companydrawsnew energy. BI solutionthird, 11
(3). retrieved from
Daft, R. L&Lengel, R. H. (1986). Organizational Information Requirements, Media Richness&Structural
Design. Managment Science, 32 (5), 554-571.
Eckerson, W. (2003). Smartcompaniesin the 21
st
century: Thesecrets ofcreatingsuccessfull
businessintelligencesolutions
Fink, L. & Neumann, S. (2007). Gainingagilitythroughitpersonnelcapabilities: Themediating
role ofit infrustructurecapabilities. Journalof theassociationfor informationsystems,(8), 440-458
doc_838942511.pdf
Nowadays, business intelligence is highly regarded in businesses and organizations that are deprived of itwill be faced with problems in competition.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1043
MAY 2013
VOL 5, NO 1
An Overview of the Concepts of Business Intelligence (BI) and its Applications
Leila Pourmojib
1
, Sepeide Alizade
2
, Zahra Ghorbani
3
, Kave Hematian
4
, Fateme Shafii
5
, Atefe Khieri
6
,
Tahereh Gholami
7
1234567-MA Students of Insurance Business Management, Islamic Azad University, Rasht Branch, Guilan,
Iran
Abstract
Nowadays, business intelligence is highly regarded in businesses and organizations that are deprived of
itwill be faced with problems in competition. Having introduced Business Intelligence in this paper, the
impact of its variousfactors,the effect of this vital factor to the success of organizations have been
evaluated. After that the role of decision-making environment in determining the success of BI is
assessed. Finally due to the capability and nesessity of the business sector as a competitive advantage
today and in the future -a as prerequisite for survival- has been targetted.
Keywords: Overview ; Concepts ; Business Intelligence
Introduction
Nowadays , thanks to the progression and development in every branch of science , every sort of trade
is faced with intense competition.This progression and development leads to improvements and
progression in a variety of technologies, transfer of trade from local environment to international,
increasing customer awareness, high expectations from the quality of products and services and other
factors .Today, every organization needs to expand its business activities in competition, otherwise it
gradually lose its market share. Customer demand is changing rapidly, and if the organization fails to
understand these changes, they will face with serious threats. Therefore organization needs to new
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1044
MAY 2013
VOL 5, NO 1
technology and its applications as a competitive advantage to continue their life and growth one of new
concept in business is intelligence business. Intelligence business helps organization to observe its
business position in past and present partially and exhaustively to analyse its trade. Business intelligence
provides quality services and facilitates planning and decision making. BI can help an organization to
monitoractivities,anddevelop strategiesto deal withtheillegal activities.BI success is significantly
dependent on decision making department in organization. In this
environment,peopleandmanagerswithmood, personality, indigenous, geographically or
withdifferentattitudesinvolvedinthedecisionsdepartment and havedifferent impacts on it.
What is the BI?
Businessintelligence isa set ofconcepts, methodsand processesto improvea business decision which
usesmultiple sources of informationand offer a understandingexperience andtheassumptionsto provide abetter
understandingof thedynamicsofbusiness.Business intelligence combinesdata analysis andsupport systemsto
developstrategic andtacticaldecisions thatcan providethe necessary informationforthe entireorganization.BI is
comprehensive concept that uses existing information systems to obtainon time and high quality
informationto make decision for creatingcompetitiveadvantages.
•Todaywe canconfidentlyassertthat the use ofBIoptionscanincreaseorganization'scompetitiveness
anddifferentiates itfrom otherorganizations.
Theoptionwillenabletheorganizationto useexisting information andexploitingthecompetitive advantages.
BIprovides abetter understanding of thedemands andrequirements ofcustomers, competitors,business
partners, economic environment, and internal staff.
BI process in companies and organizations is Dynamic and interactive process.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1045
MAY 2013
VOL 5, NO 1
The processstartswithaquestionandthe answersprovidedinarepeated loop. Repliesprovide the possibilityof
decisionmaking for managers.
What is the purpose of BI?
The main objective ofBIisto helporganizationsinmaking the decisionsthatimprove
companyperformanceandenhanceitscompetitive advantagein the marketplace.In this method, with
theevaluation of activities,thedecision-making process is lead in such a way that the companyreachto its
desired goals.Today the business managers need to appropriate and useful information to make better
decisions, but alwaysthereareprofoundgapsbetween theinformation required forbusiness leadersandthe massof
data that is collectedduring thecompany's daily operations.Toeliminate thisgap, companiesdo a
significantinvestmentinBIsystemstoconvertraw recorded data into useful information.Decisionsbased
onanalysis and factsof BI,affects on success in allorganizations because we live in a world which, every day
become richerin terms of informationtechnology,itis also availableto facilitate the BIdevices givethepeople
viewsofthepast, presentand future conditionsimplementing business intelligence, the gapbetweenmiddle
managersandsenior managersfrom theperspectiveofinformation communication will be removed.
• Andthe required information for managersat every levelat the momentwith high qualitywill beprovided.
•Expertsand analystscanalsouse simplefacilities toimprove their activitiesandgetbetter results.
How doesBI work?
BIimplementationsarebased ononesimple goal: "improving the efficiency and setting the groundfor decision
making inorganization."When viewpoints of managers to organizational data are inclusive, the decisions can
be reliable and maintain the organization in competitive conditions, andalsodefinedobjectiveswill
beachieved.Butfor complete usage of business intelligencecapabilities, thestrategy must beflexibleandhas the
ability toprovidevariousfacilities totheindividuals, teams andentireorganizations. TheBIshouldbe responsiveto
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1046
MAY 2013
VOL 5, NO 1
theneeds of different individualsatdifferent levels ofthe organizationandtheStructured DataorUnstructured
Dataisusedfor decisionmaking.
Capabilities of BI strategy
BI strategy is a set of cooperatedequipments to facilitate decision-making process at all levels which is
simplyimplemented withlowcost.
•Dataintegration: data distributiontypicallyis seen in organizations.
Making use ofvarious toolsfromdifferentdatabaseswithdifferent structurescan be createdinan organization.
Coordinatorservicesinbusiness intelligencesolutionenablescentralizeddatabase andprovidesvaluable
informationfor decisionmaking.
Datastorage: asdescribed,one of the biggestproblemsisfragmentedorganizations.
Data storagepaves the way for important data to be stored in centralizeddatabase after
coordinationprocess.
•Dashboardreports: There areseveral ways todisplay datainvarious reports, but thisisonly a partof
thewaybusiness intelligence.
An effective report should communicate well with the audience and meet their needs.
OLAP:is an abilitythat provides non-technical users getting access to information to createreportsanddata
analysis.
Monitoring: usingmonitoring important goalsandtheirprogresswasmonitored and observed for example;the
rate ofsalestargetof one monthcan becomparedwiththeactualselling and can make decision about sell
planning.
•Analysis: receivinginformationand their display ina variety forms is only thefirst stepon the way towork
business intelligence.This strategy willgivepeoplea powerful toolforanalyzing different groupsand different
subjects.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1047
MAY 2013
VOL 5, NO 1
.
How doesBusiness Intelligencesupportthedecisions?
Allorganizationaldecisionshave not the samestrategicvalue,it means thatmovingtowardhigher levels ofthe
organization, the value ofthestrategicdecisions is more andtheirnumbers is fewerthanthe operational
leveldecisions. Flowofinformationto supportbusinessdecisionsare generallywellorganized"from the bottom
tothetop.The reportis stablishedby lowerlevel informationand nature oftheinformationthatisricherinterms
ofcontent.
What are the basic featuresof agoodarchitecturefor the BIsystem?
Usability: toprovideall BI facilities the samewayand readiness toprovideall the informationrequired for all
users.
The useofacommonAPIfor integrationand Extensibility:anAPIintegratesBIwith other currentornext
systems.In this regard, to use an API that covers all component of BI is neededoptimized using of available
resources to simplification and ROIAnewarchitectureforBIsystem must have highest investmentreturn
byrapid application and implementation of the system. The architectureshould supportthevariouscomplex
applicationenvironmentsand thesynthetic and combinatorialintegration with infrastructures such as
PLATFORMsand, databasesOLAPresources,servers, -webserverssecurity
providers,reducingimplementationand maintenance costs.
Getting access to data in organization: each organization has a wide range of different data and mechanism
for storage for users and different objectives. For creating flexibility and data integration and access to data
open data strategy should be used in the architecture of data. Users should ensure the comprehensiveness of
data all over the organization.
Common Business View: business processes and analysisbased onthem, regardlessof thedatasourceshouldbe
sharedacross theBIsystem and allconclusionsshould beina line because managers and knowledge workersuse
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1048
MAY 2013
VOL 5, NO 1
theanalytical results to ensure the validity and integrity of data.Agility:BIarchitectureshouldbe in such a way
that in caseofany changes such as anewstrategy, anew applicationand apply needed
changesquicklyandcorrectlyinother sectors.
Interoperability of BI capabilities:commercial usersneedtohave access toallcapabilitiesofBIthrough one
interface. Through thisinterface,users canhave access todifferent tools andanalyze or participate in
preparationtoareport collaboratively. Usersreportwillbepreparedandgiven tootherseveryone observe
onlyinformation thatshouldsee, finally thebusiness manager view various reportsandshare theresultstoothers.
Easyto apply(DEPLOY):In order to obtainthe maximumbenefitsofBI,weneedarchitecturesthat areeasy
toimplement, integrateandleverage. Business partners andcustomersrequire systems thatcan be installed,
appliedand used, easily.
Security: BI architecture must be prepared toaccepta large numberof security providers.
What is the function BI atdifferent levels?
BI functionality can be divided into three areas:
Strategic level: it is related to major decisions of organization made by top managers.This type ofuseis
donein lowfrequencyand prolonged periods, but maybe associatedwithhigh volumes ofdata
andprocesses.Decisions made at this level are often unstructured and are made by seniormanagers.The results
ofthese decisionshavelong-term and hugeeffects in organization.Tactical levelis related to operationsthatcan
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1049
MAY 2013
VOL 5, NO 1
beperformedin the area ofmiddle managers.Theseactionscan includelowpowered operation, how to do it,
andthenreportingsummary of usefuldataformid-term decision of the organization. Decisionsmade atthislevel
areoften in semi-structured issues and via middle managers.
Operational levelisthe lowest levelof businessactivity of an organizationthat is donein thehigh-frequency
andoftenrepeatedin lowoperationalorganization.The operationis high-frequency anddeal with low-volumeof
data.Decisions are made by seniormanagers and are oftenstructuredissues. The results ofthese decisionshave
short term and minor impact on the organization.
BAM (Business Activity Monitoring) is an application in BI domain which appliesat operational level of
organization.Its aims are toprovidecomprehensiveinformationfrombusinessprocessisareal time.The system
provides the possibility of short-term decisions in commercial activitiesand is considered asystem for
collectingthedata required for the higher level ofBIApplication.
BAMhasconcentratedoninternalbusinessprocesses (Internal BP).Familiar: it is the most important application
that uses at tacticallevel. The application of using BAMfor thetrackingbusinessactivities.At themedium-
termdecision- levels, it assistsmanagers via providingperiodic reportsoftheprocess.This systemprovides
anoverall picture of theactivities for managers.BI application is considered asan assistant to
overallefficiency whichincreasesand optimizes the processtogether.These systemsarefocusedon
someimportantfeatures of financialand otherimportant parametersincreasing theefficiency of
theorganization.It is obviousthatthe systemat this levelincludeexternalprocessesof organization. As it is
obvious, aBIsystemis comprisedofseveraldifferent levelsof Application that are putinthe cart.One of themost
importantcommunicationsystems is relatedtotransmission of data.Different characteristicsofapplicationsat
different levels, causedifferencesin thetools, techniques, and infrastructure requirementsfor each
ofthem.Using intelligent and analytical tools are more at high-level, needed to ahigh processingaccess host of
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1050
MAY 2013
VOL 5, NO 1
informationin strategic and Tactical levels is more than operational. The taskofOperationalbusiness
intelligence is gatheringinformation andstoring themindata martorin specific databases.
Who will benefit fromimplementationof the BIstrategy inthe organization?
senior managers
•Havinga centralizedlocationforviewingvarious reports fromthecondition of organizationincreasedreliabilityof
decision-makingReduce costs with a view to performance of different parts of the organization.
Evaluation of organization objectives and planning for accesses objectives.
Salesmanagers, operations, project
Controlthe process,having theanalyticalreports
Strengthening theconsultationtosenior managersinorder tochoose thebest strategy.
IT managers
Reducethe volume ofrepetitive tasksby automatingtheprocessofdata collectionand reportingof them.
Management and Centralizedsecurity
Useexisting knowledgeto operatetools
BIapplicationsaccording toindustrydifferent types of usersbenefitfromControl and financial experts,
salesexperts andmembers ofthe Board are parts with the mostuseofthe BIsystems.
Business intelligencesystems
trading companies, banksandfinancial sectors, telecommunications andmanufacturing and
industrialcompanies.
Conclusion
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1051
MAY 2013
VOL 5, NO 1
Inthispaperis expressed the concept ofBIanditsfunctionsinorganization according
tothedecisionvariables.Regarding to direction of perspective based on thefirst place of economic in region
andforeign organizationsfast moving.It is essential for researchers in various aspects of BI implementation
and development in Iranian organizations and its impact on organizations success to do more
research,Andmanagerswiththe necessarycapacity, providea good platformfordeployingbusiness intelligencein
organizations.Regarding to influencing factors such as environment of making decision and other factors that
researches will identify.the environmental impact of the decision and other factors that researchers will
identifythe possibility of BI success in increasing development and efficiency is provided.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research
1052
MAY 2013
VOL 5, NO 1
References
Rohani, M. Ghazanfari, M., Jafari, M.(2008). Requirements for BI evaluation
Ansari, J. Jafari, M., (2007).Business intelligence for managers.
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