A Case For A Business Intelligence System

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A Case for a Business Intelligence System
Uche Ukachu
ISN540-1 – Introduction to Business Intelligence
Colorado State University – Global Campus
Dr. Jose Leparvanche
April 19, 2015

In 2011 the giant retailer Target got in trouble for sending coupons for baby clothes and nursery furniture to a teenage girl. The father drove to the local Target and complained to the manager. Two weeks later, the father called Target to apologize. After a long talk with his teenage daughter, he found out she was indeed pregnant. Not only was Target able to predict the teenager was pregnant … but they also forecasted what month the girl was likely to deliver her baby.
We cannot all help but notice the steady decline in our market share for the past consecutive 11 quarters. Annual revenue has shrunk by 40% since we last saw a sales growth. Despite all the cost cutting measures that we have implemented we still continue to see a steep decline in sales. To make matters worse we do not know why, we do not know how and do not have any insight on what the competition is doing and how they are doing it. I’m proposing that we adopt a business intelligence system. This will allow us to see the state of our overall processes, and pinpoint areas of improvement or elimination. In short, business intelligence will allow us to better analyze the organization’s plans and results. I will provide us with insight into what is working correctly at the same time identifying potential problem areas

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