Trends Report

It's Time For A User-Driven Enterprise BI Strategy

August 25th, 2014
With contributors:
Martha Bennett , Holger Kisker, Ph.D. , Nasry Angel


John Wanamaker, considered the father of modern advertising, said: "Half the money I spend on advertising is wasted; the problem is I don't know which half." Today, we can ask the same question of a company's investment in business intelligence (BI), analytics, and big data. Even after doing their best for over 20 years to build centralized, scalable information architecture, Forrester surveys always find that only a small percentage of organizations' data is actually converted to useful information in time to leverage it for better insight and decisions. At both strategic and tactical levels, much of this quagmire can be explained by the fundamental disconnect in goals, objectives, priorities, and methods between technology management professionals and the business users they should ideally serve. This report will help AD&D pros deconstruct the inherent conflict between roles to reach a clear understanding of why the business and technology management BI relationship is broken. We will then present our readers with an innovative action plan that gets both technology management and business professionals aligned in order to win, serve, and retain customers.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.