What is Business Intelligence?

The views expressed in this post are the writer's and do not necessarily reflect the views of Aloa or AloaLabs, LLC.

What is Business Intelligence: A Complete Guide For Modern Businesses

Business Intelligence involves using technology to gather, analyze, and transform data into actionable business insights. In today's dynamic marketplace, business intelligence is critical for successful organizations.

As part of Aloa's driving force, we aim to provide startups, entrepreneurs, and businesses with the resources and tools they need to succeed. Business Intelligence is often deprioritized early in the startup life cycle (in favor of building the product) but starting early will help you gather the data you need to make decisions down the road.

Here, we tackle business intelligence, its importance, benefits, and applications. Knowing these crucial elements allows you to take the steps necessary to build a highly competitive and sustainable business that meets its vision and goals. Afterwards, you'll have what it takes to start incorporating business intelligence strategies into your business.

Read on to discover how business intelligence can provide insights to help grow your business!

What is Business Intelligence (BI)?

The term business intelligence (BI) falls under the umbrella of a technology-driven process that involves analyzing raw data and delivering performance metrics and insights to inform decision-makers. It incorporates analytics, data management, reporting tools, and data analysis methodologies. BI tools enable users to access different types of data, like historical and current, third-party and in-house, and semi-structured and unstructured data. 

BI helps businesses improve decision-making, identify problems or issues, spot market trends and find new revenue or business opportunities. By gathering and analyzing data from various sources, companies can gain valuable insights to help them make better decisions to stay ahead of their competition. BI is an essential tool that gives businesses an edge in today's competitive market.

Why is Business Intelligence Important?

Business intelligence is critical in enabling businesses to improve their analytical processing and decision-making process. It provides valuable insights into a business and helps one make informed decisions, optimize operations, and improve outcomes. 

With access to data, employees in every department can gain access to information that can be used to navigate uncertainty and make accurate predictions based on past trends. Business intelligence communicates data that can be easily understood through graphs, visualizations, dashboards, and reports. 

This significance of data-driven insights makes it possible for businesses to base decisions on complex data instead of just best guesses. Companies can make informed decisions around critical questions such as sales trends, customer feedback, and operational performance by utilizing business intelligence.

Let's look into why BI is important regarding various components of business:

Customer Experience

In today's dynamic market, customer experience is one of the most critical factors driving business success. Business intelligence improves customer experiences by providing valuable insight into best practices, customer behavior and trends. 

As a business, taking the time to understand and analyze big data related to customer interactions and feedback allows you to pinpoint what their expectations, wants, and needs are from your business. With that, gathered data works to improve your products and services or aids in developing new ones that better meet customer needs.

Also, business intelligence streamlines your ability to address customer complaints and feedback. Using business information, you can identify the root cause of the problem and take corrective action to address the issue. This can help improve the overall customer experience and satisfaction. 

Business intelligence can help businesses to stay ahead of the curve and provide their customers with the best possible experience. When you utilize data-driven insights to make informed decisions in handling customer relationships, you're ultimately opening the doors to increased customer loyalty, retention, and overall business success.

Sales and Marketing

Properly executed sales and marketing initiatives reel leads, visitors, and customers to your business. Applying business intelligence to your sales and marketing strategies lets you target the right people with personalized and effective campaigns. 

Business intelligence tools, such as top email analytics tools, can track and analyze customer behavior patterns, allowing you to identify potential buyers and create customized marketing strategies for them. This helps you in forecasting and optimizing your marketing budget by targeting potential customers more likely to convert into sales. You can also connect Google Analytics with Salesforce CRM (or any other CRM you might be using) so that you can extract more detailed information about your leads, and see which email campaign is working best for you. To get the most out of your sales and marketing data export it to Google Sheets using Salesforce connector to have a handy dashboard and extract valuable insights.

Additionally, BI provides valuable insights into customer engagement with your brand, which allows you to adjust your strategies accordingly. By researching customer interactions, you can better understand what resonates with them and what doesn't. With this information, businesses can take the necessary steps to tailor their campaigns for maximum conversion potential.

Operational Efficiency

Modern businesses cannot function without productive and efficient processes that streamline your ability to get tasks done. Utilizing business intelligence can aid businesses in addressing operational inefficiencies by identifying areas for improvement and taking corrective action.

Business intelligence helps businesses to make informed decisions on resource allocation and utilization. This allows companies to optimize processes for maximum efficiency and reduce unnecessary costs. This boosts productivity and helps you monitor and analyze operational performance data in real-time. Businesses can then address issues quickly, taking corrective measures when necessary. 

Applying business intelligence solutions allows you to track performance, compare historical data, and pinpoint trends that might have gone unnoticed. With this information, organizations can identify bottlenecks and make necessary changes to expedite the process.


When managing your business's financial aspect, a BI system delivers easy-to-digest information through visualizations, dashboards, and reports. Having your financial information presented clearly and concisely makes it easier for accounting teams to understand and act on the insights provided by the data. 

Applying these capabilities to your advantage links to your business's ability to optimize your budget and make better predictions. By monitoring performance trends over time, you can efficiently estimate future expenses and plan resource allocation. This proactive approach becomes especially crucial when considering aspects like borrowing expenses, where accurate predictions can aid in making informed financial decisions and managing debt effectively.

Business intelligence also enables financial analysis capabilities that uncover new opportunities and potential risk areas within the organization. With this visibility, businesses can craft effective strategies for dealing with these issues.

In addition, information about other businesses in the same industry is often gathered from benchmarking performance. This allows companies to see their performance relative to their competitors and identify areas for improvement. 

Ultimately, financial principles and methods are used to make decisions that maximize shareholder value and future outcomes. Overall, business intelligence plays a crucial role in ensuring the long-term financial success of a company.

Top Level Decision Makers

Another crucial aspect of running a successful business is having access to accurate and reliable real-time data. Because changes and shifts occur so quickly in most industries, businesses must be able to use data-driven decisions to respond accurately and swiftly to remain competitive.

With the help of the right BI tools and software, businesses can identify new revenue opportunities, measure campaign results, and optimize recruitment processes. Additionally, these tools can uncover operational inefficiencies and bottlenecks by analyzing production processes, supply chains, and employee performance data.

By providing accurate and timely data on sales trends, supply chain performance, and other critical business metrics, business intelligence tools allow business leaders to make informed decisions. This enables businesses to stay agile and respond quickly to changes in the market, making business intelligence an essential component of any successful business strategy.

How To Apply Businesses Intelligence in 2023

Business intelligence can be crucial for organizations to improve their operational processes, manage uncertainty, and drive positive business outcomes. In 2023, elite businesses must understand data and information security to effectively use business intelligence. 

The insights from business intelligence can benefit everyone in an organization, from C-suite executives to entry-level employees, ultimately improving the business's overall success. Here's how to start applying the right business intelligence strategy:

Prerequisites: Assess Your Needs

To apply a feasible and valuable business intelligence strategy, taking the time to first assess your company's needs goes a long way in ensuring it accomplishes your goals. Assessment and data preparation involves:

Prerequisites for a Strong Business Intelligence Strategy

Investing in courses and education on business intelligence can also help you make the most of its capabilities. This may include taking classes on statistics, SQL, Tableau, and problem-solving.  Investing time and resources in knowing how your business can use BI and ensuring your employees are up to speed on its applications guarantees that the data is accurate, complete, and organized. 

Step 1: Outline Your Data Strategy

Once you've assessed the needs of a BI strategy and ensured those who will use it are up to speed on how to use it, you can start outlining your strategy. Outlining your system starts with understanding data sources and how they are connected to each other. This will provide insights into the state of the business and allow for effective decision-making.

In addition to leveraging business intelligence tools to gather insights, it's also important to utilize specialized intelligence such as competitive intelligence, financial intelligence, and HR intelligence. Creating an environment that requires the IT department to connect internal and external data sources is also beneficial.

Step 2: Source The Right Technology and Personnel

After going through the assessment and outline steps, you'll develop a list of uses and needs for business intelligence. This list should focus on the underlying technologies that best support the strategy. However, it should include any specialized professionals you want to involve in the project such as IT and data analysts.

Many different tools are available, and it's essential to find a solution that meets your specific requirements. Researching these tools is important, as finding the right fit for your organization takes time and effort. Examples of the type of technology you'll need to source include:

Infographic of the 5 types of Business Intelligence  technology

Each piece of technology should be tailored to your organization's needs, so it's important to understand what tasks each initiative is meant to accomplish. Also, sourcing a business intelligence analyst also contributes to your ability to ensure the BI solution achieves its goals.

Businesses must understand how to effectively apply business intelligence to maximize its impact. One of the ways to achieve this is by using the right technology. Business intelligence technology is expected to grow by an estimated CAGR of 7.6% by 2025 (MarketsandMarkets analysis), so investing in the right tools can greatly benefit a company. 

Top tech players like Google, Microsoft, and IBM have been using BI technology since its inception, and other companies should follow suit. With the right technology and focus on agent experience, companies can successfully apply business intelligence to drive growth and increase efficiency in 2023. 

Here are the two types of BI technology to consider:

Artificial Intelligence

Artificial Intelligence (AI) is a key component of business intelligence, allowing for automated data analysis and decision-making. By harnessing the power of AI, businesses can measure campaign results, optimize recruitment processes, identify new revenue opportunities, track supplier performance, and more.

Cloud-based Solutions

To apply business intelligence to your business in 2023, it may be beneficial to use BI platforms with cloud-based solutions. Several major IT vendors, such as IBM, Microsoft, Oracle, and Salesforce, offer cloud-based BI software. 

Cloud-based solutions allow businesses to leverage artificial intelligence and machine learning for their business intelligence needs. By implementing cloud-based business intelligence software, you can gain access to the latest tools and techniques for analyzing data and making informed decisions about their operations.

Step 3: Start Gathering Data from Your Resources

Once you have the right technology, it's time to start gathering business data from your resources. This can include internal sources such as enterprise systems, HR, finance and sales data or external sources such as customer feedback, social media posts or market research. 

Organizations should create a plan to gather the needed data and use tools such as visualizations to monitor and measure progress. Once the data is collected, it should be organized into a format that can be easily analyzed. 

This could include creating structured databases or using ETL tools to extract, transform and load the information for further analysis. Data mining is an important part of business intelligence. It helps businesses uncover patterns in the data that reveal new information. This can be a powerful tool for organizations to gain competitive advantages in their industry and make better predictions about customer behavior or trends.

Step 4: Analyze the Data

Once the data has been gathered, it's time to analyze it. Businesses should use analytics software such as predictive analytics and machine learning algorithms to understand the data and draw insights.

Analytical tools help businesses explore their data, uncover trends, identify correlations and make predictions that can guide decision-making. These insights can drive strategic planning, product development, marketing strategies or operational efficiency initiatives.

Businesses should also be aware of the potential for bias when conducting data analysis. By using techniques such as split testing and A/B testing, organizations can ensure that their data represents their customer base and is not subject to bias.

Keeping that in mind makes compiling accurate and usable insights into the data easier. After all, the whole point of using business intelligence is to make informed decisions.

Step 5: Apply Your Findings To Core Business Processes and Initiatives

The last step in your business intelligence process is to use the data and insights you've gathered to make crucial decisions for your business. For example, you can use customer feedback to improve your products, adjust marketing strategies based on sales trends or fine-tune operations by identifying inefficiencies.

Organizations can generate automated sales and delivery reports, set benchmarks, and track performance using Key Performance Indicators (KPIs). Data visualizations, BI dashboards, and reports make analytics results available to business users for operational decision-making and strategic planning.

Furthermore, companies should apply findings from BI to their core business processes and initiatives. Using descriptive analytics and visual analysis, businesses can explore data and communicate insights that support better decision-making. By applying business intelligence in these ways, companies can improve performance, streamline operations, and gain a competitive edge in their respective industries.

Business Intelligence vs Business Analytics

Although business intelligence (BI) and business analytics (BA) are used to describe data-driven decision-making processes, they are fundamentally different. Business intelligence involves examining data to understand what happened in the past and what is happening today, using descriptive analytics tools like dashboards, scorecards, and reports.

In contrast, business analytics uses predictive techniques like data mining and machine learning to forecast what might happen in the future, helping organizations take proactive measures. Although some people feel that there's an overlap between the two, it doesn't matter much since organizations need both BI and BA to provide all four types of analytics (descriptive, diagnostic, predictive, and prescriptive).

In other words, organizations need to understand what has already occurred and anticipate what might happen in the future to make informed decisions. Therefore, it's important to have BI and BA expertise to get the big-picture insights that decision-makers need.

Benefits Of Business Intelligence

A business intelligence strategy for your business results in a handful of benefits to its core capabilities to keep up in highly competitive landscapes. The right BI helps you make better business decisions, avoid "garbage in and garbage out" situations, and act on new trends and opportunities. Let's look into the most prominent benefits you'll realize when opting to incorporate BI into your business:

Increase Revenue

Increasing revenue is no doubt an ongoing goal and process for any business. Since business intelligence offers access to timely data on sales trends and other key metrics, it can help pinpoint areas where new revenue streams may be available.

Identifying new opportunities for growth through identifying operational inefficiencies and bottlenecks that may be driving up costs lets you streamline operations and eliminate waste. With that, you can increase profitability and improve margins towards a more efficient and effective organization.

Improves Business Identity

A business can only improve its brand identity by understanding what its customers need and want. Thanks to business intelligence, you can identify customer preferences and behaviors with data-driven insights that give your organization the edge in staying ahead of the competition. 

Using up-to-date information on industry trends gives you a better chance of capitalizing on new opportunities from a strategic standpoint and sharing relevant content with prospects.Once you can share relevant content with prospects, you can build relationships and foster loyalty to your business. 

This helps give customers a better impression of the quality of service your business provides, which goes a long way in improving customer satisfaction and retaining existing customers.

Enables Strategic Decision-making Processes

Done right, a solid business intelligence strategy helps teams, leads, and founders make smarter and faster decisions. BI gathers data from all business areas to give decision-makers a look at how things are going. With this information, they can plan and decide what to do next to succeed. This makes it easier for everyone in the company to understand the importance of their job and make decisions that will work best for them. 

Having the ability to make strategic decisions helps you respond to changes within your industry faster by providing up-to-date information that allows you to gain a competitive edge over rival companies. 

Better Client or Customer Loyalty

Through customer data analysis, companies can also use BI to improve client and customer loyalty by enabling C-suite executives and department managers to monitor business performance on an ongoing basis, allowing them to act quickly when issues or opportunities arise.

Business intelligence helps speed up processes that help customers get up to speed on using a product or service, leading to a better customer experience. Additionally, it helps companies become more agile, quickly respond to customer feedback, and make the necessary adjustments for success.

Being able to achieve faster onboarding for new customers allows you to quickly turn them into loyal customers and easily identify trends in customer behavior and preferences. This allows you to provide the right products or services that customers need and want to build loyalty.

Gain the Competitive Advantage

As a byproduct of all the benefits listed above, BI enables businesses to keep up and gain a competitive advantage in relation to their competitors. BI strategies provide valuable insights into operations and strategic decisions, allowing organizations to understand their strengths and weaknesses. Having access to this type of information can then be used to devise strategies that outperform those of the competition.


Business intelligence is essential for organizations to stay ahead of the competition and make informed decisions. It offers valuable insights into every aspect of a business. Investing in its use can increase revenue, make strategic decisions, and gain a competitive advantage. 

Keeping in mind the unmatched potential of business intelligence, it is important to invest time and resources into gathering data, analyzing it accurately, and using the insights to make decisions that can positively impact your organization. After all, an informed decision is always better than one based on guesswork. 

Aloa is your trusted software development partner.

Hire your team
Innovate freely ✌️
See why 300+ startups & enterprises trust Aloa with their software outsourcing.
Let's chatLet's chat

Ready to learn more? 
Hire software developers today.

Running a business is hard,
Software development shouldn't be ✌️