Business Intelligence and SMEs

MSc IT Dissertation
An evaluation of the impact of Business

intelligence on SMEs
Submitted By:
MD Imtiaz Uddoulla
0042MSOT0809
Supervisor:
DR. Nigel Kermode
Submission Date: 17th September 2010
University of East London

Department of Information Technology
MD Imtiaz Uddoulla-0042MSOT0809
Page 1
Abstract
Business intelligence (BI) is an important application for research and
development in Information Systems (IS). We can tell how successful a business
is from observing how successfully strategic business decisions are made.
Business Intelligence (BI) is a set of tools mainly used for business decision
making by managers. It is a business application to analyze business problems
by generating reports that serve to help make strategic decisions. A typical
Business Intelligence architecture involves a Data Warehouse (DW), software for
Extracting Transforming and Loading (ETL) of data, Online Transaction Processing
(OLTP) as well as analytical tools such as Online Analytical Processing (OLAP). It
is a combination of business analysis and artificial intelligence. Business
Intelligence transforms unstructured data into meaningful knowledge based
information can tell why it is needed and when should be proper time to take
action. BI can process large volumes of data which may come from different
sources and integrate them into an all round 360 o view.
This study examines the semantic framework and maturity level of Business
Intelligence for SMEs. Mainly the study trying to find out a best fitted
architecture of Business Intelligence based on the maturity level of BI (Business
Intelligence) of SMEs. Which easily can co-op with existing system, from
gathered data and from in depth interviews and questionnaires which I am
following the CMMI model, by mean of the maturity level analysis of Business
Intelligence of SMEs and factor analysis that can reduce the controversy that BI
can take the ad-hoc and collaborative decision support challenge and can
support a semantic framework of BI for SMEs.
Finally study gets a best fitted framework for business intelligence and that
models factors also have an influence on business intelligence process. The
questionnaires which based on the CMMI capability and maturity process, we
tested the BI process done some statistical analysis and get the maturity level of
BI on SMEs that is quantitative level. At last the study is recommended some
further research and limitation.
Keywords: Business Intelligence, Semantic model of BI, small and mid size
enterprise, capability model, maturity model, business intelligence process and
measurement.
Page 2
Page 3
Acknowledgement
I would like to give gratefulness to all those people help me to complete this
thesis.
I am deeply grateful to my supervisor Dr. Nigel Kermode from School of
Technology and Management. His help, significant suggestion and
encouragement (just do it) helped me all the time to do the research and write
the thesis. I am also thankful to study colleague who always made very useful
comments which helped me find some error in my research and writing and also
thankful to my working place colleague MR. R Levi, Felicia and Rajin also
encourage me on my research.
I specially want to give thanks to my family mainly my cousin brother Mr. Shohel
Rana
My final word goes to almighty God.
Page 4
List of abbreviation
BI
Business Intelligence
BIS
Business Intelligence System
CMMI Capability Maturity Model Integration

CRM Customer Relationship Management
DM
Data Mining
DSS
Decision Support system
DW
Data Warehouse
ETL
Extraction Transform Load
ERP
Enterprise Resources Planning
KPI
Key Performance Indicator
OLAP Online Analytical Processing

OLTP Online Transaction Processing
ROI
Return on Investment
SCM Supply Chain Management

SMEs Small and Medium Enterprises
TCO
Total Cost Ownership
Table of content
Page 5
Contents
Abstract
Acknowledgement 3
List of abbreviation 4
Table of content
Table of tables
Table of figures
Chapter 1 Introduction
11
Managerial impasse.......................................................................................... 12
Problem statement........................................................................................... 12
Research questions........................................................................................... 13
Important of study............................................................................................ 14
Customer analysis tools................................................................................ 15
Business productivity analysis.......................................................................16
Sales analysis................................................................................................ 16
Supply chain analysis.................................................................................... 16
Limitation of study............................................................................................ 18
Research approach........................................................................................... 18
Background of research.................................................................................... 19
Research objective........................................................................................... 20
Chapter 2 Literature review
21
Introduction...................................................................................................... 21
What is BI?........................................................................................................ 22
BI History.......................................................................................................... 25
BI Milestones................................................................................................. 26
BI Tools............................................................................................................. 27
BI Applications.................................................................................................. 30
BI for Financial Companies............................................................................... 33
BI Models.......................................................................................................... 34
Page 6
BI measurement and maturity model...............................................................47

Measurement of BI........................................................................................ 47
Performance of BI process............................................................................. 47
Maturity model................................................................................................. 49
CMMI Process areas....................................................................................... 51
Conclusion........................................................................................................ 54
Chapter 3 Research method
55
Introduction...................................................................................................... 55
Research philosophy......................................................................................... 56
Research approach........................................................................................... 56
Qualitative VS Quantitative...........................................................................57
Deductive VS Inductive................................................................................. 57
Strategy of research......................................................................................... 60
Type of Research bias on purpose....................................................................60
Research Design............................................................................................... 61
Variables of Research....................................................................................... 62
Methods and resources of data collection........................................................63
Statistical population of research.....................................................................64
Methods of sampling........................................................................................ 66
Research process.............................................................................................. 67
Chapter 4 Data Analysis
72
Introduction...................................................................................................... 72
Descriptive Statistics........................................................................................ 73
Responders Characteristics..........................................................................73
Operational measures of Variables................................................................77
Designing and developing questionnaires........................................................78
Validity and reliability of Measurement tools....................................................78
Reliability Measurement tool.........................................................................78
Validity Measurement tool.............................................................................79
Page 7
Verification of Model......................................................................................... 80
Prediction ability test of the model...................................................................84
Analysis and result........................................................................................... 86
CMMI maturity level....................................................................................... 87
Chapter 5 Conclusion
92
Introduction...................................................................................................... 92
Contribution part of the research.....................................................................93
Suggestion for the theory.................................................................................93
Suggestion for the managers........................................................................... 93
Suggestion for the further research..................................................................93
Limitation......................................................................................................... 93
Discussion and Conclusion............................................................................... 93
List of References 95
Appendix
103
Questionnaires
103
Page 8
Table of tables
Table 2.1: Business Intelligence application in five common industries...............32

Table 2.2:characterising the measurement of BI ................................................47
Table 2.3:The Levels of CMMI ............................................................................. 49
Table 3.1: Variables of Research..........................................................................63
Table 3.2: Population of research.........................................................................65
Table 4.1: Responders sex- descriptive statistics................................................74
Table 4.2: Responders age- descriptive statistics...............................................75
Table 4.3 Responders education- descriptive statistics.......................................76
Table 4.4: Responders position- descriptive statistics.........................................77
Table 4.5: Operational measures of variables......................................................77
Table 4.6: Cronbachs Alpha................................................................................. 79
Table 4.7: Extraction Methods to Principle Component Analysis..........................80
Table 4.8: Total Variance Explained......................................................................81
Table 4.9 Rotated Component Matrix...................................................................83
Table 4.10 Descriptive Statistics Model................................................................84
Table 4.11: Summary of the Model......................................................................84
Table 4.12: Statistical Model Testing....................................................................85
Table 4.13: The Model variables...........................................................................86
Page 9
Table of figures
Figure 1.1: The Value Chain of Business Intelligence ..........................................18
Figure 2.1:The Most Important Components of Business Intelligences ...............25
Figure 2.2 : Evaluation from Static Report to Business Intelligence....................27
Figure 2.3: Evaluation of financial data warehouse..............................................34
Figure 2.4: The Business Intelligence Reference Model ......................................35
Figure 2.5: BI Process in a row ............................................................................ 35
Figure 2.6: The complete enterprise BI process .................................................36
Figure 2.7: The main components of BI system .................................................37
Figure 2.8: Traditional architecture of BI..............................................................38
Figure 2.9:The BI cycle ........................................................................................ 38
Figure 2.10: The role of BI system in decision making.........................................39
Figure 2.11: The BI value chain ...........................................................................40
Figure 2.12: BI process Cycle ..............................................................................40
Figure 2.13:The Business Intelligence Loop ........................................................41
Figure 2.14: The Levels of Business Intelligence..................................................42
Figure 2.15: The BI Phase ................................................................................... 43
Figure 2.16: Business Intelligence Entity architecture ........................................44
Figure 2.17; Real-Time BI Architecture ...............................................................45
Figure 2.18: The basic process of developing BI in a project...............................46
Figure 2.19: The different way to measure the BI success factor of BI process. . .48
Figure 2.20: The main Components of CMMI ......................................................50
Figure 2.21:The Maturity of BI ............................................................................. 51
Figure 2.22: The TDWIs BI Maturity Model .........................................................52
Page 10
Figure 2.23: The Gartners BI maturity model ....................................................53

Figure 2.24:The Logicas Capability/ Maturity Model ...........................................54
Figure 3.1: The steps of deductive Approach ......................................................59
Figure 3.2: The Types of Research Design ...........................................................62
Figure 3.3: Phase 0 Flow chart.............................................................................67
Figure 4.1:Responders sex- descriptive statistics...............................................73
Figure 4.2: Responders age- descriptive statistics..............................................74
Figure 4.3: Responders education- descriptive statistics....................................75
Figure 4.4: Responders position- descriptive statistics.......................................76
Figure 4.5: Scree Plot........................................................................................... 81
Figure 4.6: Component Plot in Rotated Space......................................................82
Figure 4.7 Scatter Plot......................................................................................... 85
Figure 4.8: Radar chart for Acquiring data...........................................................88
Figure 4.9: Radar chart for Analyzing data...........................................................89
Figure 4.10: Bar chart for Business Strategy.......................................................90
Figure 4.11: Overall picture of BI process in SMEs...............................................91
Figure 5.1: Maturity level of BI for all constructs..................................................94
Page 11
Chapter 1 Introduction
In this chapter going to be discuss about the subject of research. BI

tools mainly used by the managers so it could be start with the
managerial impasses also the problem statement and importance of
the study.
Page 12
Managerial impasse
From the beginning to now managers are working in strategies level, so every
time they have to take effective decision even most of the time that is very
critical. Now 21st century managers need more accurate information, they need
the information in time to make appropriate decision for their organization. But
the existing information not enough as faster and accurate like BI solution. Even
sometime the data are stored in different locations, BI system is the simple
solution for the managers problem. In a survey by the company name Teradata
they found most of the financial directors and professionals they said they
struggle to collect data from multiple sources (Twentyman. 2008)
Every organization making many decisions per day in different section based on
their organization. These decisions based on the facts, business rules, but mostly
from the past experiences. And to take right and effective decision that
experience they need it takes years to gather. So most of the time the decision is
in the danger level which may effect on the companys overall growth and
revenue. So it is essential for a company to take good decision, and a good
decision helps organization to achieve their goal. To take a good decision user
have to consider the past information based on their need and BI allow them to
turn the information into knowledge and knowledge into profit.
Problem statement
In 1990s most investment of IT focus on ERP, SCM, CRM solution which provides
the inventory management, pre production plan, supply chain planning,
customer relation and sales pipeline management. After that they moved to BI to
get better performance measurement, better optimal solution of the problems
etc.
BI system offering to transform the data in information which also driven by the
analytical tools to get knowledge and helps to take critical decision. Most of the
SMEs managers are not introduced with BI and some are using but not happy
with BI solution. Recently in one report Berthold et al (2010) they said Current
Business Intelligence (BI) solutions fail to meet the challenges of ad-hoc and
collaborative decision support, slowing down and hurting organizations. They
Page 13
said bias on few facts like in current BI framework user can not access or produce
individual analysis, user have to depend on the standard reporting and fixed
analytical contents. Secondly BI has lack of business context information. Thirdly
not enough support to make collaborative decision which may produce a
negative impact on using BI analytical tools. From another report by Sell et al
(2008) Gartner Group expects the BI market growth rate to be 12.5% in 2008,
and to move beyond $7bn by 2011. However, Gartner Group [6] and Computer
World [5] expected that by 2007, 50% of BI projects had a limited acceptance
from the users or failed. Among the causes cited by those research institutes,
there is a gap between current solutions and the organizations analytical
requirements.
There are no confusion about that BI has some significant benefits. From the
discussion it is clear that BI contains business benefits. If it divided in different
group then it is easy to discuss and could be focus on a particular point. It is an
opinion; in a long run BI can reduce cost in all section of business, helps to
generate more profit, increase customer satisfaction and performance of
operation. Mark Ritacco and Astridn carver (2010) said about the business value of
BI and the benefits using BI which are grouped in three main group increase
revenue, improve customer service and cost lowering.
But if the BI framework is wrong for the organization it is affect both user and
vendor and also a bad impact on global business. This is an analytical level
problem of BI. Therefore to find out the best fitted framework of BI for the level
of organization mainly SMEs and also introduce user the significant benefits of BI
solution.
Research question
The question which focus the aim of this research work is -
What is the Semantic Framework of Business Intelligence and

Maturity level in SMEs?
Page 14
Important of study
Business managers are collecting data for long time. They do not know how to
use of that. They may using it different applications but that not helping them
properly for digging down to root to take actual action. In this way there is not
sufficient help to decision making. It also depends on the analyzing power of the
organization.
This is the main need which turns managers to use BI solution. Because BI allow
them go to root and find out the fundamental problems. In one report of IBM
incorporation said that over 93% of corporate data is not usable in the business
decision-making process today. (Reinschmidt and Francoise, 2000) therefore to
use those data in BI process can get maximum benefits.
BI is like an umbrella, there are many benefits of using it. Every vendor and
publishing their success stories. BI benefits are in different levels of the business;
some common benefits of them like:
Lowering cost
Efficiency of the operation level can improve

Reduce human resource
Better interrelationship with customer, suppliers and partners
BI can go to the root and take action
Wasted and Inventory Report
Increase revenue
Better strategies and better marketing policies

Can Push your Sell Force
Improve Customer Satisfaction
Page 15
Ritacco and Carver (2010) they discuss about the business value of BI and
summarized the benefits using BI which are: Because of the wide applicability of
BI in both enterprise and extranet deployments, the business benefits are
numerous. These benefits can be grouped into three main categories: lowering
costs, increasing revenue, and improving customer satisfaction. And this list is
far from exhaustive, since empowered users continue to find new ways to
implement BI. (ibid)
If study goes in deep of benefits of operation level of business then can find out
few more benefits of using BI segment wise like
Customer analysis tools
Every business has two parts external and internal. Customer relation is one of
the most important parts of the external activities. Many organizations using
CRM (Customer Relationship Management); which mainly use for analyzing the
customers activities. In BI customer analysis tools is expand of CRM and provide
better and realistic solution which expand the customer value and increase the
revenue of the organization. Loshin (2003) said different aspects of customer
analytics that benefits the sales, marketing, and service organization as they
interact with the customers.
A short list of some activity and benefits of customer analysis tools are
presenting as follows:
Individual customer profiling:
From here managers know about each customer thinking, behaviour, spending
power which are help to strategic plan for them.
Target marketing planning:
By having the knowledge of customer choices manager can make a target
marketing plan for the existing product and even introducing product.
Personalization:
In e-business by using this policy manager can improve the content management
for each customer.
Page 16
Collaborative filter:
By using this filtering techniques organization always can offer customer the
alternative bias on their need.
Customer satisfaction:
Knowing the customers information it is easy to handle customer and solve their
problems which increasing the customer satisfaction.
Human capital productivity analysis
In this way manager can measure the internal performance of the business. This
can be an effective solution for decreasing the labour cost, production on time
etc.
Business productivity analysis
This is the main part of the BI from here manager can find out while they are
struggling with the production performance or not. If yes how they can improve
the quality. Manager can do the resource planning and optimize solution for the
problems. In financial reporting using OLAP, drill down, drill up, drill through
tools; helps to get the actual report from different data sources. Another
important tool is risk management; using this manager can tell about the early
risk and take the optimal decision how to deal with that.
Sales analysis
In sales analysis manager can predict and make an assumption about the sale by
BI regression analysis. And also they can fix their marketing plan and sales
performance.
Supply chain analysis
This is very important part of the production oriented business because of the
globalization now it is trend to get different raw materials from different places
and also there are different deals of the business. BI provides the supplier and
vendor management, shipping management, inventory control of raw and
finished goods, distribution analysis tools.
Therefore BI use can bring some significant benefits. But still BI is not as popular
as people aspect if could answer why? Then it will find there are lacks of
Page 17
knowledge of framework of semantic BI, lack of knowledge about the handling

data, lake of knowledge of implementing KPIs (Key Performance Indicators) and
metrics.
KPI is the most important tool of BI. Carefully design KPI based on the
organization lead the organization to reach their strategic goal. Most of the
organization have problem to fix the KPI. The basic rule to set KPI is
KPI has to design based on the organization and their strategies.

Work out for the perfect KPI to the next level
Continue until organization clearly define the all KPI
In this process the organization may need some change management, when
organization agrees with the framework then fix the KPIs. Most of the
organization fails to meet the conditions and can not use maximum benefits of
the BI even some time it is drive business wrong. Well design KPI should have
some basic features like
Work with the best advantages of the organization

Lead indicator predict the future
Always focus on the performance
The number of KPI also very important more KPI some time decries the
performance analysis. Few (2006) said about the standard number of KPI using in
BI in one report Our research, and modern psychological theory, points to about
7 as being an optimum number, although between 5 and 10 can be used. (ibid)
In common concept BI provides high quality of information which only can
derived from the high quality of data. So those organizations are moving newly
into BI they have to highly concern about ensure the high quality of data from
reliable sources. Even if want to use their own data from existing ERP or CRM
system or Excel Spreadsheet, they have to make sure the data are clean.
Because of the combination of plan and actual information is the key point of
Semantic BI Framework. To consider the value chain of BI then can get a simple
idea about the data chain architecture.
Page 18
Figure 1.1: The Value Chain of Business Intelligence taken from Brackett.
(1999)
Here data source is the raw material for up stage information engineering in a
same way till business intelligence is raw material for business strategies.
To implement BI and handle the benefits of it organization need a vast
understanding of data processing, BI factors, need a framework for
organizational and BI according to needs.
Limitation of study
The complete idea of BI is not introduced in the SMEs, many people even do not
know about that. Some of them even have different perspective of view about
the Information Technology which may disagree about the research result.
Research approach
According to purpose of this work which is to find out the best framework of BI
and the maturity level of BI on SMEs, the approach here is a combination of both
deductive and inductive process. The work is started with brief literature review,
hypothesis about the existing work of BI framework and benefits which ware
evaluated by the other professionals. Then some interviews were conducted with
managers to find how they feel with existing system and what difficulties they
are facing even using BI. The framework they have is that the best framework for
them? And how they react with BI and it is benefits?
Page 19
The research strategy is also a combination of survey and case study, of various
reports. For collecting data various online sources like Google search engine,
ACM digital library, by e-mail from vendors were used. Also a questionnaire was
maintained while interviewing the managers. A tape recorder and note book
were used as instruments for recording data of interviews. If something is missed
in note book then it can be get from the tape and for data accuracy both sources
can be cross checked.
BI mainly used for deep analysis and for decision support system and managers
are playing this role in an organization. So the managers can be the best sample
to take interview to deal with the problem. Therefore the interviews were taken
with some managers of SMEs and some from vendors.
After the data were analysed which were gathered from interviews, other online
sources and questionnaires, used to developed the maturity level of BI on SMEs
and a semantic framework of BI for them.
Background of research
BI is a combination of data warehouse (DW) and data mining (DM), tools of
analysis the facts like OLAP, user interface, dashboard and scorecard, multi
structure support database etc. many people did and also doing research on the
separate areas of BI even the evaluation of BI on various context, value, uses
etc.
Petrini and Pozzebon (2010) they did a research on the value of BI in the based
on developing countries. They focus on the IT investment in developing countries
how BI can make a good value for that country. According their report this
context explains the emergence of the domain generally known as business
intelligence (BI), seen as an answer to the current needs in terms of information
for decision-making with the intensive utilization of information technology. The
objective of this research project is to examine the meaning and role of BI in a
particular context, one of developing countries.
Middelfart (2007) made a research on the improving speed and quality of BI
according to OODA (Observation, Orientation, Decision, and Action) concept.
OODA is a loop each phase has some particular job. To using this loop in BI
environment can improve the performance, according his report This article
introduces the Observation-Orientation-Decision-Action (OODA) concept as a
Page 20
mean to identify three new desired technologies in business intelligence

applications that improve the speed and quality in the decision making
processes.
Dayal et al., (2009) made a research on work load of BI operation. In this report
they focus on database work load management they said We explore how to
manage database workloads that contain a mixture of OLTP-like queries that run
for milliseconds as well as business intelligence queries and maintenance tasks
that last for hours.
Cao et al., (2010) made a research on the integration of BI components like DW,
OLAP, DM. From the report Usually, integration of business intelligence (BI) from
realistic telecom enterprise is by packing data warehouse (DW), OLAP, data
mining and reporting from different vendors together. As a result, BI system
users are transferred to a reporting system with reports, data models,
dimensions and measures predefined by system designers.
Laha (2008) discuss about the framework of BI and propose a conceptual
framework RAP (Real time-Activity-Projection) and said RAP is a RAP is designed
to support the decision-making process through a systematic access mechanism
to organizational experience.
Fagin et al., (2005) in one paper they discuss about the multi-structure database
and about its framework which is very important part of Semantic BI framework.
Because BI its own support heterogeneous database management system which
is a main feature of BI.
Research objective
BI activities more over common become now in the market. There are many
studies about BI from different point of view; the research focus to expand one of
them and the objective of this study is to find out
How the managers are interact with BI

How to avoid BI constraints to get a best framework and benefits of BI
Page 21
Chapter 2 Literature review
Introduction
This chapter going to be explain the fundamental concept of BI and BI

architecture, such as basic tools and it is process and workload also
benefits of BI. Then the model which is introducing is the focus of this
research.
Page 22
What is BI?
Pareek believes that BI not only a data querying system from a huge amount of
data generate by the business, it is surely more than that. BI system improved
their internal decision making system in other way it is extends this ready
information access to customers, suppliers, and business partners. BI is a set of
concepts, methods, and process to improve business decision using information
from multiple sources and applying experience and assumption to develop an
accurate understanding business dynamics. (Pareek, 2007)
BI also a combined of data and tools to make complex and competitive decision
using BI managers can understand their own capabilities, trends, future
directions and market, customers, competitors etc. mainly BI work like an
umbrella which tide closely others together in a discipline like data mining,
statistical analysis, forecasting and decision support system. (ibid)
BI is an understandable knowledge and information that is derived from data.
Data become intelligence when it is a right way to present to right people. BI
system is a combination of few sub system like 1) Knowledge management
system. 2) Online analytical processing system. 3) Decision support system. 4)
Executive information system; in a combination it provide the best decision,
trend, historical and current information. The net result is a better understanding
of data, information and knowledge to manage a typical organization more
effectively. (Thierauf, 2001)
In definition of BI Liebowitz said BI is an active model-based, and prospective
approach to discover and explain hidden, decision relevant aspects in large
amount of business data to better inform flourish ( Liebowitz, 2006)
BI is a set of concept, methods and process. It is a system of intelligence
exploration, integration and multidimensional analysis of data from different
sources. They believe there are four basic dimensions of BI like 1) Business
dimension which allows the business methods and techniques of measurement.
2) Technology dimension which allows the technical methods tools. 3)
Organizational dimension which allows methodologies of implementation and
Page 23
utilisation. 4) Dimension of functionality allows the function determination of the

BI system. (Olszak and Ziemba, 2003)
Gibson says that a business intelligence system is a technology that provides a
significant business value by effectiveness of the managerial decision making.
They divide BI benefits in three category strategic benefits which are generally
intangible and non-financial in nature, technical benefits and operation benefits
which are generally tangible and financial in nature. (Gibson et al., 2004)
Simple BI is a system which provides set of technologies and products those
supplying the information exactly that the user needs to answer their question,
and make critical and strategic decision. (Almeida et al., 1999)
Reinschmidt discussed about the particular BI which is not usual business
should be easier and quick for making decision. Every day an organization
collecting a huge amount of data from different operation of business like order,
inventory, account, POS system, customer and various external and internal
sources, but most of them are useless. Only consolidating and organizing the
data can bring the competitive advantages and build knowledge in a better
management; this is all of business intelligence. (Reinschmidt and Francoise,
2000)
In Information System (IS) BI is a third generation application. In BI concept Data
warehouse is more improved then before. Most of the vendor focus on
technology when they build the data warehouse rather than business solution; it
is a weakness of DW. But BI always focuses on improving the access and
provides the application of business information. OLAP, DM tools is the BI
achievement. In a part of development BI allows now transparent heterogeneous
data access in this way customer can access data easily from different data
sources and location. (Almeida et al., 1999)
BI is a continuous process of extracting information, creating significant reports,
making decision, measure the performance, identify the success and failure
factors and take actions. BI analytical tools produce forecasting and budgeting.
In this level BI involve with data mining. DM is an application of statistical
techniques in conjunction with mathematical formula which is use for forecasting
and sensitivity analysis. The main methodology of DM is 1. Clustering; 2.
Segmentation and Classification; 3. Neural Network 4. Regression Analysis; 5.
Association Analysis. (Saha, 2007)
Page 24
BI also facing some challenge all this time. Some time organizations are refuse to
use BI because of standardization of methodologies, business definitions,
processes, tools, technologies. BI has to focus not only the technology as well as
the human capital, knowledge process and culture. Six challenges in exploiting BI
which are
Data Challenge: Data is the main fact of BI. It is heart of the system. Data
collecting is the most costly, time consuming, and difficult process. So the
organizations that collect data have to maintain the standard process when they
collect data. And have to make sure collected data are accurate, from reliable
sources, readable before storage. Data storage is another obstacle of BI. Data
often store in different format in different location, so provider have to make sure
the data formation by the expert system and easy to format which provide more
business value.
Technology Challenge: Over time organizations have accumulated a complex
set of heterogeneous tools and infrastructure technologies not even well
organize. Sometime because of the Total Cost Own ship (TCO) for maintaining
this kind of system is high. So RIO (Rapid deployment with good return on
Investment) also become SMEs lower than TCO. So organizations are not
interested to invest.
Process Challenge: BI is a process and it is a key of a successful BI and
business. Process can be change by using to understand the BI process and need
to proper understanding of KPI.
Strategy Challenge: It is a very common challenge. Because different
organization has different strategy and successful strategy helps organization to
achieve their goal. Sometime BI can not allow the organization own strategy and
sometime even allow but that strategy might wrong, which derive the business
down turn. It is very sensitive issue.
User Challenge: This is an everyday issue, understanding the different user and
their actual need which is the key of successful BI implementation. So they are
trying to get a right calculation for them what they really need.
Culture Challenge: Every organization has own different culture and the
culture needs to be focus to the fact base decision making BI may be able to
introduce a common culture ass fitted as possible. (Miller et al., 2006)
Page 25
Olszak define the most important components of BI which are Data warehouse
and ETL, OLAP and Data Mining, BI and CRM applications. (Olszak and Ziemba,
2006)
Figure 2.2:The Most Important Components of Business Intelligences taken

from Kalakota and Robinson, 1999; cited by Olszak and Ziemba,( 2006)
BI History
In 1989 a research scholar of Garter Group Mr. Howard Dresner introduced BI

with a set of methods and concepts of improve the critical business decision from
the resource of data. Common BI concept is data warehouse, enterprise
application tools, OLAP which helps to faster collection, analysis or data research.
Mainly BI is extracting the information from the available data sources and using
them in knowledge management to improve business strategies. Rose India (n.d)
Page 26
BI Milestones
Biere pointed out some milestones of BI which are as follows
Early user friendly language establish a link between the user and
intimidating IT which build a clear concept of end user computing

The requirement to set common corporate standards for analytical tools
was one of the most effective benefit from centralized centre of
competency. This helps end user to become productive very quickly.

The time of Client/Server, people understand that the stored data may
not good for analysis; on the other hand transformation of the data into BI
format is friendly form and format was ideal. The most commonly used
format of database was RDBMS that supported SQL. The needs to
establish and stick on to standard for all provider of SQL become a
mantra.
The data providing by the data warehouse is not always that we need, but
capturing data from existing system is more desirable. So before we take
any action about the data transformation we have to know about our
current content and form.

Data Warehouse projects when brought all the applicable steps together
for creating a new and analysis-based data. It also proved that the tasks
related to data transformation process could be taking very long and
costly. The argument as to whether a warehouse or a mart is more proper
continues. The most important aspect of warehousing is the realization
that the back ends will maybe stay and processes to transform and create
new data stores must be automated. These are not one-time procedures.
The time already arrives now people want BI solution. One motivating
force behind these is the need to deliver refined metrics and analyses to
the top management. (Biere,2003)
Page 27
Rasmussen et al., (2002) investigate the evaluation of BI from static report and
showing in a graph
Figure 2.3 : Evaluation from Static Report to Business Intelligence taken from
Rasmussen et al.; (2002)
BI Tools
BI in definition is a set of tools. So tools are the main feature of the BI system. In
BI solution there are few tools which are using to controlling data and producing
different reports.
Business intelligence tools enable organizations to understand their internal and
external environments through the systematic acquisition, collation, analysis,
interpretation, and exploitation of information. (Fuld et al., 2003 cited by Chung
et al., 2005)
Selection of BI tools is very important. Now vendors are offering many different
BI tools. But when an organization chooses BI tools they have to understand
Page 28
about the tools and pointed out the organizational informational needs. And also
it is necessary to consider functionality, complexity of solution and compatibility
of the tools. (Olszak and Ziemba, 2007)
BI tools are like application software which is using for collecting, analyzing and
presenting data. Different tools are performing different way in different purpose.
Some BI tools are pointing out here like:
MS Excel:
This is very common and old tool in information system of storing and presenting
data. All most every organization is using this tool because it is very easy to
maintain. (Rose India ,n.d)
Reporting tools:
Business operation is a common application for reporting tools, this mainly use
for customize and corporate report making. (ibid)
The main focus of this tool is the right information to the right person at right
time. Reporting tools not only for the creating report also can send the
information to the right person via e-mail or cell phone alerts. (Electrosmart, n.d)
OLAP:
Online analytical Processing tools normally use for perform complex queries and
also when the amount of the data is huge. OLAP allows analyzing data from
different dimension. Hybrid OLAP, Relational OLAP, Multidimensional OLAP is
using to provide quick answer of the complex question. Data slicing and dicing,
drill up, drill down, drill throw is the common function of OLAP. (Rose India, n.d)
Data mining tools:
Data mining tools are using to interrogation the data for identify trends and
patterns. It can predict a model and can find out the cause and effect between
the two metrics. They are:
Advance analysis
Hypothesis testing
Predictive analysis
Page 29
Data mining tools is very popular especially in few businesses like:
Fraud detection
Target marketing
Risk management
Business analysis and optimization
DM tools also popular to do projection, correlation and trend analysis.

(Electrosmart, n.d)
Scorecard and Dashboard:
It is a collection of information of the organizations strategies, performance of

the business, unit, team or individual level displaying in a one platform. It helps
the organization how to achieve the objective and measure the performances.
(Electrosmart, n.d)
The final purpose of BI tools is to help the organization to improve performance.
All those components together can provide a user an analytic environment and
visual representation of internal and external data.
Advanced Enterprise Reporting scorecards and dashboard, standard

management reports, managed metrics reports, operational reports,
invoice and statements.

Cube Analysis OLAP tools, Slice-and-Dice analysis
Ad Hoc Query & Analysis Relational OLAP, ad hoc reporting, drill down
to the root for finding fundamental problem.

Data Mining - Text Mining
Advanced Analytics projections, correlation, trend and financial
analysis. MS Excel.
Advanced Visualisation - Scorecards, Dashboards, Portals
Alerting & Proactive Reporting Report subscription and delivery,
Exception-based Alerting and information delivery services.

Design & Development Dashboard design, fix the KPI in right format
and monitoring. (ibid)
Page 30
BI Applications
Reinschmidt and Francoise (2000) takes five common business industries and
discuss about the objectives of BI application and how they having benefits of it.
Business Area
Retail industry
BI application and Objective

Forecasting. Using scanning data to forecast demand and,
based on the forecast, to define inventory requirements more
accurately.
Ordering and replenishment. Using information to make
faster, more informed decisions about which items to order
and to determine optimum quantities.
Marketing. Providing analyses of customer-specific
transaction data. Enabling retailers to know who is buying.
Quick response. Quick response technologies can help
speed merchandise to the shelf, reduce inventory levels
needed to increase turns; requires powerful information
system and strong communications backbone.
Merchandising. With quick, detailed access to sales and
inventory data can focus more precisely on store-ad-item
level performance.
Distribution and logistics. Helping distribution canters
manage increased volume SMEs. Can use advance shipment
information to schedule and consolidate inbound and
outbound freight.
Transportation management. Developing optimal load
consolidation plans and routing schedules.
Inventory planning. Helping identify the inventory level
Page 31
needed, item by item, to ensure a given grade of service.

Stock location planning. Helping how to minimize the
allocation area for product and which location to use for
improves efficiency.
Card technology. Customer and their transaction
Insurance
information, from here can get customer purchase patterns.

Claims and premium analysis. Analyze detailed of claims
and premium history of product, policy holder, claim type,
and other specifics.
Customer analysis. Perform analysis for client needs and
product usage a specific patterns. Make a target marketing
programs based on client characteristics. Perform risk
analysis and cause-of-loss determination of the products.
Risk analysis. Can identify the risk of new product before
launch or insuring a new customer. To identify high-risk in
market and opportunities in other area.
Banking,
finance and
Customer profitability analysis. Can guess the overall
Securities
profitability of an individual customer or organization, current

and long term.
Credit management. Helps to understand credit issues
from product. Create a pattern of credit problem progression.
Can provide early warnings to help customers avoid credit
problems.
Branch sales. Using customer information in the branch for

providing better customer service and sales.
Telecommunic
Customer profiling and segmentation. The ability to
ations
analyze customer and product usage history and customer
Page 32
segments. This helps to design product.

Customer demand forecasting. Forecast future product
Manufacture
needs and service activity. Demand can create by age.

Sales. Providing analyses of customer-specific transaction
data to fix the target.
Forecasting. Production forecasting and can specify the
inventory requirements accurately.
Ordering and replenishment. Managers can take optimal
decision or ordering raw materials.
Purchasing and Vendor Analysis. Helping purchase
managers understand the cost and credit management with
the suppliers.
Distribution and logistics. Helping distribution centres
manage the supply chain management and all information
about shipment and delivery.
Transportation management. Developing optimal load
consolidation plans --and routing schedules.
Inventory planning. Can identify the inventory level
needed, item by item re-order level, pre-production plan.
Stock location planning. Helping warehouse planners to
minimize distances and improve efficiency.
Table 2.1: Business Intelligence application in five common industries
Page 33
Olszak and Ziemba (2006) pointed out the most important effects that can be
achieve to using following analysis of BI
Analysis which supports cross and up selling;
Customer profiling and characterization;
Analysis of parameters value in a chain;
Break even time analysis;
Analysis of customer loyalty and enforce customer switching power to
competition;
Credit scoring;
Fraud detection;
Logistics optimisations;
Forecasting of strategic business in processes development;
Web mining; and
Web-farming.
BI for Financial Companies

Rasmussen et al believes that finance is the closet part of the heart of the every
organization. If someone needs the real corporate information that only can
provide by financial department. Top management want to see a large financial
picture which is can not be achieved by using the fundamental applications. So
the corporation need historical financial data that can provide by though
financial data warehouse which unlock the entire problem for the financial
community. (Rasmussen et al, 2002)
Page 34
Figure 2.4: Evaluation of financial data warehouse taken from Rasmussen et

al,( 2002)
Financial companies mainly bank, currency exchange, foreign investment

organizations etc. In banking major sectors are saving, loan, commercial
banking, credit union, mortgage. For them BI become a very important to
reporting, regulatory compliance protection of customers sensitive data, solving
business problems, data integration to identify profitable customer, analyzing
customers switching behaviour, fraud detection and efficient customer service.
In practise BI gathering data from internal and external sources and helps to
achieve the business goal and most important part is BI handle the risk
management. (Rose India, n.d)
BI Models
BI is an integration of tools; not a single application. It is a combination of
different part of the IT system which together work in a process called BI system.
Baumgartner et al said the term BI is a box of methods for collecting, analyzing,
and presenting data to assist decision making process. Also BI can call a process
to provide better insight of an organization. (Baumgartner et al., 2007)
Page 35
Figure 2.5: The Business Intelligence Reference Model taken from Baumgartner
et al,( 2007)
In BI application include of decision support system, query and reporting, OLAP
and DM. BI collect data from business internal and external operation turn it into
a meaningful information analyze then distribute over the enterprise or
customers. (Symmetry Corporation, 2005)
Page 36
Figure 2.6: BI Process in a row taken from Symmetry Corporation, (2005)

Matteo et al define BI as the process of turning data into information and then
into knowledge. They also give a complete picture of BI process management is
given below. (Matteo et al, 2004)
Page 37
Figure 2.7: The complete enterprise BI process taken from Matteo et al,
(2004)
Vercellis said about the main components of BI which are
Data sources for gathering the data from primary and secondary sources which
is heterogeneous by origin.
Data warehouse and Data mart which for extracting transforming and
loading the data.

BI methodologies for multidimensional cube analysis, time series analysis,
model optimization
Page 38
Data exploration for query and reporting system also consist statistical
analysis
Optimization which refer the best solution which is fitted with organization
resources and budget

Decision
(Vercellis, 2009)
Figure 2.8: The main components of BI system taken from Vercellis,( 2009)
Page 39
Vercellis also gives an idea about a typical architecture and Cycle of BI which is
Figure 2.9: Traditional architecture of B taken from Vercellis,( 2009)
Figure 2.10:The BI cycle Source: (Vercellis, 2009)
Page 40
Olszak and Ziemba believe that BI systems are assumed to be solutions that are
responsible for transcription of data into information and knowledge and they
also create some environment for effective decision making, strategic thinking
and acting in organisations. (Olszak and Ziemba, 2007
Figure 2.11: The role of BI system in decision making taken from Olszak and
Ziemba,( 2007)
Pareek says the value chain of BI system is support to achieve the business goal
that consists of real-time data warehouse, data mining, automated anomaly, GIS
etc. The data sources support to develop information in turn, support to
knowledge worker to develop knowledge environment, and the knowledge
worker support the business intelligence in intelligence learning enterprise and
finally BI support to develop strategies which helps to achieve business goal.
(Pareek, 2007)
Page 41
Figure 2.12: The BI value chain taken from Pareek, (2007)

He also said the value chain depend on the Garbage-in-Garbage-out any part of
the BI can not have the better quality then the source level. Because data source
is the foundation level of the value chain if data sources is contains poor quality
of data then the whole system produce poor quality of information which effect
the goal but if source is maintain high quality then the system output also very
high quality. (ibid)
Figure 2.13: BI process Cycle taken from Pareek, (2007)
Page 42
Giovinazzo said BI in a process is like a loop which combination of three

fundamental steps those are data acquiring, data analyzing and taking action
depend on the report.(Giovinazzo, 2003)
Figure 2.14: The Business Intelligence Loop taken from Giovinazzo,( 2003)
Waters define BI as a legal and ethical tool to examine strategic changes and
option; so BI became a necessity in forming and holistic picture of business.
(Waters 1996; cited by Pirttimaki, 2007)
Page 43
Page 44
Figure 2.15: The Levels of Business Intelligence taken from McGonagle and
Vella, 1996; Thierauf, 2001; cited by Pirttimaki, (2007)
Page 45
Rouibah and Ali explain about BI phase which is normally cyclic. First phase is
targeting that consist the survival boundary of the business. Second phase is
mainly selecting the companys week sign. Third phase is operating routing the
week signs from outside and inside the organization. Fourth phase transforming
the collected data in to actionable stage. If the action is most significant then it
taken by phases five. (Rouibah and ali, 2002)
Figure 2.16: The BI Phase taken from Rouibah and ali,( 2002)
Yeh discussed about a complete BI Entity architecture in his paper. BI Entity is

important because it make faster the reporting process. BI keeps the quire
Page 46
format and when report maker ask then it throws the format to BI service. For
using BI Entity could have a common format of Customer BI, Sales BI etc which
contains all the measurement and contains. (Yeh et al, 2004)
Figure 2.17: Business Intelligence Entity architecture taken from Yeh et al,
(2004)
Page 47
Nguyen et al introduce the real time BI solution which can enable real time
analytics over the corporate business process, it also cover the complete process
of sense, interpret, predict analysis and decries the reaction time of business
decision. (Nguyen et al, 2005)
Figure 2.18: Real-Time BI Architecture taken from Nguyen et al, (2005)
Page 48
Mircea and Andreescu shows in a figure about maintain the business rule how to
develop BI in a project. (Debevoies, 2007; cited by Mircea and Andreescu, 2010)
Figure 2.19: The basic process of developing BI in a project taken from

Debevoise 2007; cited by Mircea and Andreescu, (2010)
Most of the BI vendors like IBM, SAP, SAS, Information Builder, MicroSrtegy,
Oracle all they have BI solution for SMEs and they can start with the existing
system. All they are solution start with gathering correct data then analyze them
after that provide solution. It can feel the core structure of BI implementation all
of them same like Giovinazzo model. In one Gartners Business Intelligence
research Hostman et al (2009) said that SMEs need solution that provide
reporting, analysis, and planning from a single platform. And all of those vendors
trying provide a single solution include all BI facilities.
Page 49
BI measurement and maturity model

Measurement of BI
BI is popular model in Information System. Most of the large enterprises
converted from ERP to BI now. So it is very important to measure BI in BI
operation process. Some authors indicate measurement is an important task,
(Solmon 1996; Viva BI Inc 2000; cited by Pirttimaki et al., 2006) and also it is
difficult to carry out. (Gartz 2004; Hannula and pirttimaki 2003; Simon 1998;
cited by Pirttimaki et al., 2006). If user can measure it properly then they can
justify the improvement of implementation, investment, and performance as
well. Information builder (BI vendor) suggest three characteristics should be
measure deployment ability, scalability, and usability of the information
(Information Builder 2004; cited by Pirttimaki et al., 2006).
Pirttimaki et al., (2006) indicates two main purpose of measuring BI one is the
valuation of BI can prove it worth the effort or not; another one is measure of BI
activities help to manage BI process.
Purpose for measurement
Main user of
Expected benefits
measurement
Assessment of BI effects
information
Executives of
applying BI
BI professional
BI vendors
Research
and express to the
process
BI service provider
BI professionals
actual effects.
Increase
creditability of BI
professionals
Management of BI
Ability to prove RIO
as managerial tool.
Improves rigidity in
BI research.
Increase
improvement of BI
service and
product
Table 2.2: characterising the measurement of BI taken from Pirttimaki et al.,

2006)
Page 50
Performance of BI process
A non stop cycle has six phases. They are - 1. Information: need to be identified;
2. Acquisition of information; 3. Information storage and organize; 4.
Development: information product and service; 5. Distribution the information; 6.
Use the information. Which is simply acquires, analyze, storage and distribute
important information and contains elements need to provide valuable business
information. Theoretically most of the process is same but on the same time it
also company specific. (Pirttimaki et al., 2007)
And he also strongly believes that BI cycle has two main processes
implementation process and Utilization process. ( Pirttimaki and Hunnaula,
2003). Tabatabaei gives one example figure of different way to measure the
success factor of BI process.
Figure 2.20: The different way to measure the BI success factor of BI process
taken from Pirttimaki et al., 2006 cited by Tabatabaei, (2009)
Page 51
Maturity model
Most of the maturity models are based on Capability Maturity Model (CMM). In
late 1985 Carnegie Mellon University proposed this model. CMM describe An
evolutionary improvement path from ad hoc, immature processes to disciplined,
mature process with improves quality and effectiveness (Aho, 2009). CMM
project involve the large number of people of different organizations all over the
world. Then they were interested in benefits of developing an integration
framework and therefore the Capability Maturity Model Integration become.
(CMMI Production Team, 2002). The levels of CMMI can be tabulated as follows -
Level
Description
1- Ad hoc
Normally undocumented, uncontrolled and reactive.
2- Repeatable
Some repeatable process with consistence result
3- Defined
Set of defined standard process. Maintain the degree of

improvement and consistency in project performance.
4- Managed
Controlled process using process metrics
5- Optimizing
Focus on improving process
Table 2.3: The Levels of CMMI taken from Hamel. 2009; cited by Aho, (2009)
Page 52
Specific goal maintain specific practice and generic goal maintain generic
practice. Each practice corresponds to a capability level. Specific goal is for a
specific or individual process; on the other hand generic goal for multiple process
area. (CMMI Production Team, 2002)
Figure 2.21: The main Components of CMMI taken from CMMI Production
Team, (2002)
Page 53
CMMI Process areas

Process are grouped in four categories
Process management
Project management
Engineering
Support
Figure 2.22: The Maturity of BI taken from William, 2006; cited by Popovic et
al., (2010)
In the figure it shows four stage of maturity, at the early stage maturity is very
low because no data warehouse and tool used. In stage one, it is shown that the
presence of business value but still no change in using information. In stage two,
here it shows few uses of BI tools and optimize use of information. In stage three
organizations are able to use this information in existing business process, and
information is optimized at the enterprise level. And organization reaches the
highest level of BI maturity thus the maximum business value. (William and
William 2007; cited by Popovic et al., 2010)
Page 54
Maturity model used for describing, explain and evaluating the growth of the
system life cycle. The basic concept is the things change over time and most of
this change can be predict and regulated. (Rajteric, 2010)
Now could be focus on some maturity model using in BI
The Business Information Maturity Model: Three success factor focus

in this model governance and l alignment, delivery and leverage. Model
covers seven key areas which are BI strategic position, partnership
between business units and IT, BI portfolio management, information and
analysis usage culture, process of improving business culture, process of
establishing decision culture, and technical readiness of BI/DW ( William
et al.,2007; cited by Rajteric, 2010)

TDWIs Business Intelligence Maturity Model: The Data Warehouse
Institute (TDWI) introduced TDWIs BI maturity model which is originally
developed by Wayne Eckerson in 2004. This model focuses on eight key
areas which are Scope, Sponsorship, Funding, Value, Architecture, Data,
Development and Delivery. Each of the eight aspects is graded with the
following five grade scale: Infant, Child, Teenager, Adult, and Sage.
(Eckerson, 2007, cited by Rajteric, 2010).
Figure 2.23: The TDWIs BI Maturity Model taken from Eckerson, 2007; cited by
Aho, (2009)
Page 55
Gartners Maturity Model for Business Intelligence and Performance

Management: This model recognizes five level of maturity which are unaware,
tactical, focused, strategic, and pervasive. It includes three key areas which are
people, process, metrics and technology. (Burton 2007; cited by Rajteric, 2010)
Figure 2.24: The Gartners BI maturity model taken from Hostman 2007; cited
by Aoh, (2009)
AMR Research's Business Intelligence/Performance Management
Maturity Model, Version 2: AMR Research Company they focused on BI
research and develop four-level framework for BI the key of this model reacting,
anticipating, collaborating, and orchestrating. (Hegerty 2006; cited by Rajteric,
2010)
Business Intelligence Maturity Hierarchy: This model developed in
knowledge management; there are four stage of this model like data,
information, knowledge and wisdom. (Rajteric, 2010)
Logicas maturity model: Few big companies like HP, SAP, Microsoft and
Logica have BI maturity model and framework for their own. In this model the
maturity and the value is measured on stage in delivering information products.
Page 56
This model more focused on the technology side sowing in the figure. (Aho,
2009)
Figure 2.25: The Logicas Capability/ Maturity Model taken from Roekel et al.,
2009; cited by Aho, (2009)
Conclusion
Now in conclusion could say BI is a process, to fix a common process and a
semantic framework of BI the organization CMMI is working hard to test the
process and approve the framework. I consider and agree with Giovinazzos
model acquiring the data, analyze the data and take action based on the data.
This is simple and accurate for SEMs I believe.
Page 57
Chapter 3 Research method

Introduction
This chapter is describing the methods are using in the study, the
research process in details, purpose of the research, research
approach, research strategy, research population and sample
selection and data collection methods, research variables also been
described.
Page 58
Research philosophy
Research philosophy depend on the way people think about to develop the
knowledge. Mainly the way people go about doing the study. According to
Saunders et al.,(2003) there are three parts of the research philosophy;
positivism, interpretivism and realism.
Positivism tradition researcher mainly do object analysis interpreting collected
data and assume or can tell what they experienced. There should be highly
structured methodology to facilitate the duplication and quantifiable
observations that lend themselves to statistical analysis. (Saunders et al., 2003)
The positivist trust in empiricism; where the observation and measurement is the
core scientific effort. The key approach of the scientific method is the
experiment, the attempt to discriminate natural laws through manipulation and
observation. (Trochim, 2006)
Interpretivism is to seek to understand the subjective reality of those that they
study in order to able to make sense and understand their motives, action and
interpretations in a way that is meaningful for these research participants.
(Saunders et al., 2003)
Realism is based on belief that a reality exists which is independent of human
thought and beliefs. It is applied to study human subjects, recognize the
importance of understanding peoples socially constructed interpretations and
meaning, or subject reality, within the context of seeking to understand social
forces, processes that influence, perhaps constrains, the natures of peoples view
and behaviour. (ibid)
This research philosophy is positivism and realism because this research to find
out the semantic framework of BI for SEM and also the maturity level of BI. To
find out maturity level some statistical analysis will done and for semantic
framework of BI for SMEs considering to studying different experts thought and
believe.
Research approach
Page 59
There are two approach to consider when researcher conduction the research,
qualitative and quantitative. (Cooper and Schindler, 2003; cited by Tabatabaei,
2009) many writer try to describe the difference between qualitative and
quantitative research; but the status of the distinction is ambiguous. (Bryman,
2008).
Qualitative VS Quantitative
Qualitative, as Fayer (1991) suggested qualitative research are

characteristically concerned in their research with attempting to accurately
describe, decode and interpret the precise meaning to person of phenomena
occurring in their normal social context and pre-occupied with complexity,
authenticity, contextualization. Shared subjectivity of researcher and researched
and minimization of illusion. (Cassell and Symon, 1994). They also believe
qualitative research is less likely to impose respective a priori classifications on
the collection of data. As a result of the underlying epistemology, research is less
driven by very specific hypothesis and categorical frameworks and more
concerned with emergent themes and idiographic descriptions. Qualitative
research usually emphasizes words rather than quantification in the collection
and analysis of the data. Which predominantly emphasize an inductive approach
to relation between theory and research. (ibid)
Quantitative research is associated with a number of different approaches to
data collection. In sociology in particular, the social survey is one of the main
methods of data collection which embodies the features of quantitative research
to be explored. The surveys capacity for generating quantifiable data on large
number of people who known to be representative of a wider population in order
to test theories or hypotheses has been viewed by many practitioners as a
means of capturing many of the ingredients of a science.
The social survey approach contracts with experimental design, which
constitutes the main approach to data collection with the traditional quantitative
research in social psychology. (Bryman, 1988). He also said that quantitative
research can be construed as research strategy that emphasizes quantification in
the collection and analysis of the data ad that entails a deductive approach.
(ibid)
Page 60
Research approach is important because it is covering the answer of the research

question. Based on the study in the research is considering a combined method
for this research approach. It is quantitative because to answering the question
the maturity level of BI here needs to go through a survey with structured
questionnaires. And also qualitative because of to find a semantic framework of
BI need do library studies, review various report about framework, reviewing
researches and also interviewed experts and managers.
Deductive VS Inductive
According to Saunders et al.,(2003) there are two research approaches one is
deductive approach in which can develop a theory and hypothesis and test the
hypothesis; another one is inductive approach in which would collect the data,
develop a theory from result of data analysis.
Deductive research is a study in which a conceptual and theoretical structure
is developed then tested by empirical observation, thus particular instances and
deduced from general inferences. For this reason the deductive method is
referred to as moving from the general to particular. For example we may have
read about motivation and wish to test in our work place. (Collis and Hussy,
1997)
Deductive research is a development of theory that is subjected to a rigorous
test. Robson (1993) draw the five stages of the progress of deductive research.
1.
2.
3.
4.
5.
Deducing a hypothesis
Ex press the hypothesis in operation
Hypothesis testing
Examine the result
Modify the theory if necessary
The main characteristics of this approach are explaining the casual relationship
between variables; develop a hypothesis, the collection of qualitative data,
controls to allow the testing of hypothesis. (Robson 1993 cited by Saunders et
al.,2003)
Page 61
Figure 3.26: The steps of deductive Approach

Inductive research is a study in which theory is developed from the
observation of empirical reality, thus general interferences are induced from
particular instances, which is the reverse of the deductive methods. (Collis and
Hussy, 1997)
This study is following the deductive methods. Because here already start from
existing theories and later by the testing theories with collected data and
Page 62
observe them and can draw a logical conclusion. Also there will be collecting
data from different IT expert from different organization then by the collected
data will do analysis and find out the maturity level of BI on SMEs.
Page 63
Strategy of research
Research strategy is generally a plan about how to answer the research
question. There are different research strategies like experiment, survey, case
study, grounded theory, ethnography, action research, cross-sectional studies,
and longitudinal studies. Saunders et al.,(2003)
According to the research question which is start with What is normally indicate
the survey strategy. But because of the time constrained according to the
research question and methods and sources of collecting data it is choosing
Cross-sectional studies. It supports both quantitative and qualitative methods
and because of limitation of time which the study chooses for this research
process. Saunders et al., agree that cross-sectional studies often employ the
survey strategy. (Easterby-Smith et al., 2002; Robson, 2002; cited by Saunders
et al., 2003)
Type of Research bias on purpose

There are several types of research. Yin suggested for general approach to
designing case study and there was also recommended for exploratory,
descriptive and explanatory case studied. (Yin, 1993; cited by Umit, 2005)
Exploratory research is use to understanding a new problem and produces a
hypothesis, it is more flexible. In exploratory research involve case studies, data
collection, field work, asking question to define the hypothesis or raise question.
And the framework of studies should be created before the time. (Umit, 2005)
Saunders et al.,(2003) consider exploratory research is a search of literature,
talking to experts in that subject and conducting focus group interviews.
Ghauri believes when the problem of research poorly understood then to
investigate that exploratory is accurate. In exploratory, the researcher may has
suspect then he can take helps from some experiments where potential cause
could be examined, it is mean experiment also can use in exploratory. (Ghauri
and Gronhaug, 2005). The most general idea of exploratory is study, examine,
aanalyze or investigate something biased on poor understanding. (Stebbins,
2001).
Page 64
Descriptive, in descriptive case study refer the research must start with
descriptive theory, or handle the problem which will occur during the project. It
must cover in depth and scope under the study. (Umit, 2005). Ghauri believes
that the key characteristics of descriptive research structure, precise rules, and
procedure which should be maintained in work. This study may work with one or
more variables. (Ghauri and Gronhaug, 2005).
Zikmund, (2000) believes the most important thing of this research is accuracy.
On the other hand also confusing error cannot be removed completely, a good
research always struggle for descriptive rigour. It normally taken based on some
previous understanding and knowledge of the type of the problem. (Zikmund
2000; cited by Tabatabaei, 2009).
Explanatory is mainly suitable for casual studies, many author represent is a
casual research. Umit (2005) said In very complex and multivariate cases, the
analysis can make use of pattern-matching techniques. The main task of this
research are isolated the cause and find out what level of cause, result in effect.
The role of this research is identify the problem, raising question, identify factors
and relationship, understand and observation data, advance explanations.
(Ghauri and Gronhaug, 2005)
Purpose of this study is considered descriptive. Because it relied more on
variables and models. This research intended to describe the best framework
and maturity level of BI for the SMEs.
Research Design
Research design working like a glue which holds the research project jointly.
Research design mainly used to make a structure the research to show how all
the main parts of the research like the groups, measures, programs, and
methods working together to answer the research question. There are three
types of research design based on two questions like is there random assignment
used? And is there is a control group or multiple measures? (Trochim, 2006)
Page 65
Figure 3.27: The Types of Research Design taken from Trochim, (2010)
According to figure it can tell there are three major types of research design like
experimental, quasi-experimental, and non-experimental. Based on theory this
research touches both quasi-experiment and non-experiment research.
Variables of Research
Variables can be classified as qualitative and quantitative. A qualitative variable
is a non numerical and quantitative variable is a numerical attribute of an
individual object. Study needs something to measure it as well this measure
name is hypothetical constant. Quantitative variables divided in two section one
is discrete another one is continuous quantitative variables.
Independent variable is the variables that can be manipulated to predict the
values of the dependent variables.
Dependent variable is the variables whose value is predated by the
independent variable.
Confounding variable is one which obscures the effect of another; for
example, the novelty for employee to being the centre of attention by the
researcher or working in an unfamiliar place.
In this research acquiring, analyzing and take action based on data is consider
independent variable and maturity of BI is dependent variable.
Page 66
Factors
Acquiring the data
Analyze the data
Take action based on data
Construct
Data Gathering
Data Extraction
Data Transformation
Data Cleansing
Data Storage
Data Warehouse
Reporting and dashboard
OLAP
OLTP
Data Mining
Business Strategies
Table 3.4: Variables of Research
Methods and resources of data collection

The data could be primary which collect only to serve the specific purpose;
sometime it can say an original data and the secondary data which was collected
before for another purpose. There are few methods that is use for collecting data
such as surveys, semi structured/unstructured interviews, focus group,
observation and historical research etc. These could be use to collect both
qualitative and quantitative data. (Axinn and Pearce, 2006)
In this research to collecting quantitative data questionnaires is considered as a
data collection instrument and to interview and focus group used for qualitative
data.
Questionnaires: This is very common data collection method. But the greatest
use of questionnaires is made by the survey strategy. Questionnaires can be
used for descriptive research that is undertaken using attitude and opinion
questionnaires and questionnaires of organizational practice that enable to
identify the variability in different phenomena. Here the design of questionnaires
affects the response rate, reliability and the validity of the data collection. In this
case the following basic rules can be applied.
Careful design of individual question

Clear layout of the questionnaires form
Logical explanation of the purpose of questionnaires
Pilot testing
Right plan to execute the administration (Saunders et al., 2003)
Page 67
Focus group normally associated with phenomena method. They are used to
gather data relating to the feeling and opinion of a particular group related with
the study who are involve in common situation. (Collis and Hussy, 1997)
Focus group takes many characteristics of the interview; commonly there are
many interviewers rather than one. The interviewer takes the role of facilitator
and they discuss about the situation. Also they remark the opinion, record the
discussion and make a conclusion according to time. (Saunders et al., 2003)
Therefore different media such as telephone, online conferences, or in a room
that could be used for focus group discussion.
In depth Interviews: An interview is a persistent discussion between at least
two or more people. (Khan and Cannell, 1957 cited by Saunders et al., 2003) In
data gathering by interview method it can gather valid, reliable, and relevant
data according to this study. In depth interview is normally more structured and
use questionnaires based on predetermined question. (ibid)
Interview may conduct one-to-one between researchers and participant. These
kinds of interviews are normally conducted by meeting with the participant faceto-face. But if here need to take a telephone interview is also one-to-one. In
face-to-face interview has the highest response rate and here researcher can
clarify the ambiguous answers. (ibid)
In this research to record the data I am using to system one is note taking and
another is voice recording. In this way I can organize the data and less chance
to lose the data. There is also a chance to mix up the data from different
interviews and may because of short of time sometime even not possible to
complete the note so voice recording will produce the reliable data for analysis.
(ibid)
Statistical population of research

According to research question here need to fix the population to deal with. To
bias on the sampling idea it could say it is impossible and impractical to deal
with whole population those who are in common situation. Systematic sampling
in social science the population is divided by the require sample size (n) the
sample chose by taking every nth. (Collis and Hussy, 1997)
Page 68
The full set of cases from which a sample is taken is called population. In
sampling population is not used in normal sense, as the full set of cases need not
necessarily be people. (Saunders et al., 2003)
The statistical population of this research is small and medium organization
mainly in London and Bangladesh.
Row
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Name
People and planet
World development movement
Development Education Association
One World Week
Paper for All
World Aware
World Studies Struts
Amnesty International UK
Tolerance International
Baroni
Victorynox
River Island
WH Smith
Standard Bank Ltd Bangladesh
Bank of Asia Bangladesh
Dutch Bangla Bank Ltd Bangladesh
Eastern bank Ltd Bangladesh
18
19
20
21
22
23
24
25
Name
Dhaka bank Ltd Bangladesh
HSBC Bank Bangladesh
The City Bank Ltd Bangladesh
BRACK Bank Ltd Bangladesh
Excell Business Systems Ltd
Microtive Ltd
A1 Sport
London Metropolitan University
Table 3.5: Population of research
Methods of sampling
According to Saunders et al., (2003) there are two sampling methods probability
and non-probability.
Probability: Probability sampling is most commonly associated with survey
based research. Where need to make an inference from sample about a
Page 69
population to answer the research question. (Saunders et al., 2003) This method
mainly use for random sampling to find out the population for the case.
Non-probability: This method dose not supports random sampling. Nonprobability sampling provides a wide range of alternative techniques based on
researcher subjective judgement. (Saunders et al., 2003)
Page 70
Research process
Research process for this research design in few major phases in the figure it can
see the overall process then it go through the details process.
Overall Process
This research divided into five phase depend on the work from the beginning.
Phase
Phase
Phase
Phase
Phase
0- Preparation
1- Literature review
2- Review tools
3- Data Gathering
4 Data Analysis
Detailed Process:
Phase 0: in this phase mainly taking the preparation for the research,
made research proposal and find out the research question and depend on
that research methods as well.
Figure 3.28: Phase 0 Flow chart
Page 71
Phase 1: This is the literature reviewing part. Here it had a broad study
about the problem and historical information, preset situation, models, etc
Phase 2: Here mainly fixing the questionnaires, reliability test and validity
test of the methods.
Page 72
Phase 3: This is the data gathering part here is gathering the data for
dissertation.
Page 73
Phase 4: In this phase research is doing the analysis of gathering data

and from here try to find out the answer of the research question.
Page 74
Page 75
Chapter 4 Data Analysis
Introduction
This chapter will present data which has been collected by

quantitative survey and qualitative interview and reports
from different sources. First descriptive data will present then
will measure the reliability and validity of questionnaires.
Page 76
Descriptive Statistics
Here the study considers responders characters that are sex, age and education
in the SMEs.
Responders Characteristics
Responders Sex
It is shown from the diagram there are 80% is male and 20% is female
Figure 4.33:Responders sex- descriptive statistics
Page 77
Bootstrapa
90% Confidence Interval
Statistic
VAR00002
Std. Error
Lower
Upper
Range
9.00
Minimum
3.00
Maximum
12.00
Sum
25.00
Mean
8.3333
.3467
2.5811
3.8440
12.0000
4.72582
-1.86813
2.20013
.00000
5.19615
22.333
-9.520
12.144
.000
27.000
Std. Deviation
Variance
Valid N (listwise)
Bias
a. Unless otherwise noted, bootstrap results are based on 25 bootstrap samples
Table 4.6: Responders sex- descriptive statistics
Responders Age
Here it is shows that the range of age there ware 48.00% were in range 30-40.
Figure 4.34: Responders age- descriptive statistics
Page 78
Bootstrapa
Statistic
VAR00002
Std. Error
Lower
Upper
Range
9.00
Minimum
3.00
Maximum
12.00
Sum
25.00
Mean
8.3333
.3467
2.5811
3.8440
12.0000
4.72582
-1.86813
2.20013
.00000
5.19615
22.333
-9.520
12.144
.000
27.000
Std. Deviation
Variance
Valid N (listwise)
Bias
Table 4.7: Responders age- descriptive statistics
Responders Education
Figure 4.35: Responders education- descriptive statistics
Page 79
Bootstrapa
Statistic
Person
Std. Error
Lower
Upper
Range
7.00
Minimum
5.00
Maximum
12.00
Sum
25.00
Mean
8.3333
-.0933
1.3071
6.0000
10.6667
3.51188
-.56174
1.07529
.62648
4.04145
12.333
-2.520
5.481
1.085
16.333
Std. Deviation
Variance
Valid N (listwise)
Bias
Table 4.8 Responders education- descriptive statistics
Responders Position
Figure 4.36: Responders position- descriptive statistics
Page 80
Bootstrapa
Statistic
VAR00003
Range
Std. Error
Lower
Upper
12.5000
.3000
5.5114
5.0000
20.0000
10.60660
-5.51543
5.40833
.00000
10.60660
112.500
-58.500
57.364
.000
112.500
15.00
Minimum
5.00
Maximum
20.00
Sum
25.00
Mean
Std. Deviation
Variance
Valid N (listwise)
Bias
Table 4.9: Responders position- descriptive statistics
Operational measures of Variables

Here the study considers 11 constructs that represented individual
characteristics of Business Intelligence level. It is shown in the table.
The study is using CMMI model where 0-5, five point Likert scale range used.
Variables
Data gathering
Data Extraction
Data
Mean
5.40
4.76
4.80
STD. DEV.
2.83
3.42
2.75
Skewness
-0.168
0.066
-0.411
Transformation
Data cleansing
Data storage
Data warehouse
Reporting and
2.88
3.84
4.96
4.40
3.37
0.55
5.32
4.87
0.538
-3.298
0.571
0.600
dashboard
OLTP
OLAP
Data mining
Business
4.64
2.92
2.20
3.93
4.74
3.25
2.83
3.03
0.183
0.480
0.764
0.635
Strategist
Table 4.10: Operational measures of variables
Page 81
Designing and developing questionnaires

The nature of this research question is descriptive; survey and quantitative
observation are the core technique of the descriptive research. To measure the BI
maturity level of SMEs a survey is preferable. Questionnaires works better with
standardised question that will be interpreted the same way by all responders.
(Robson, 2002; cited by Saunders et al., 2003)
Questionnaires are designed the based on the BI functionalities. Experts also
revised the questions and made some change.
Validity and reliability of Measurement tools

Measurement tool means which are using to collect and record the information in
the research time. There are two major issues could be considered here first is
fundamental idea in that consider level of measurement like nominal, ordinal,
interval and ratio; and then study moved to the reliability of measurement.
Second is to understand different types of measurement like this research is
survey research which support interview and questionnaires. (Trochim, 2006)
Reliability Measurement tool
Reliability means consistency or repeatability. Reliability in the research is the
same finding is same condition if the research were repeated. In the quantitative
research reliability is the consistency of the results and strength of the
measurement. (Smallbone and Quinton, 2004)
In research according to Trochim (2006) the major reliability estimators are interobserver reliability, parallel-form reliability, test-retest reliability, internal
consistency reliability. There are also many verity to measure internal
consistency like average inter item correlation, average item total correlation,
split-half reliability, Cronbachs alpha. Cronbachs alpha is the most popular to
measure the internal consistency. Here also using Cronbachs alpha methods for
to asses the reliability of questionnaires.
It was tested two time, first was tested when 12 questionnaires filed by the
interviewers. Then the questionnaires resend them again and collect and
calculate again the Cronbachs alpha.
Page 82
Construct
Data Gathering
Data Extraction
Data Transformation
Data cleansing
Data storage
Data warehouse
Reporting and
First Test
0.743
0.815
0.634
0.840
0.079
0.670
0.780
Second Test
0.743
0.815
0.634
0.840
0.079
0.670
0.780
dashboard
OLTP
OLAP
Data mining
Business Strategist
0.697
0.871
0.835
0.763
0.697
0.871
0.835
0.763
Table 4.11: Cronbachs Alpha
Validity Measurement tool

According to Saunders et al (2003); the purpose of pilot test to refine the
questionnaire that the responders will have no problem to answer the
questionnaire. He said about two methods one is face validity another one is
content validity. Trochim (2006) also said we have to concern how well we did our
translation he also support face and content validity for translation.
Face Validity:
According to Trochim (2006) In face validity, you look at the operation and see
whether "on its face" it seems like a good translation of the construct. This is
probably the weakest way to try to demonstrate construct validity. Face validity
actually to check the construct by some general people or some responders if
they feel it is ok and answerable then at least get an idea that it is valid. So,
some bank clerks were asked and retail assistance (10 Person) they are not IT
experts through they can understand or not after that the questionnaires made
some change like it write bit details about the question.
Content Validity:
According to Trochim (2006); In content validity, you essentially check the
operation against the relevant content domain for the construct. This approach
assumes that you have a good detailed description of the content domain,
something that is not always true. This is very important part of the establish
Page 83
questionnaires this questionnaires check by the research supervisor and IT

experts of Excell Business Group London and Standard and Dutch Bangla bank of
Bangladesh.
Verification of Model
Now study is going to perform test in two stages, first stage there will find out
the logical relationship between the components. In the model there are total
eleven components in three categories. It is Giovinazzos model which is flowing;
it is a valid model which was shown in the literature review. Factor analysis
chooses as a tool to study. In second stage it is going to test and see to which
level the model work with eleven components, from explain the variability of the
dependent variable, business intelligence. For this study will use regression
technique. The results of factor analysis are done by using IBM SPSS software
Communalitiesa
Initial
Extraction
Data Gathering
1.000
.909
Data Extraction
1.000
.817
Data Transformation
1.000
.749
Data cleansing
1.000
.931
Data storage
1.000
.976
Data warehouse
1.000
.917
1.000
.976
OLTP
1.000
.911
OLAP
1.000
.953
Data mining
1.000
.958
Business Strategist
1.000
.952
Extraction Method: Principal Component Analysis.
Table 4.12: Extraction Methods to Principle Component Analysis
Factor analysis is performed using principle component methods. Here it chose

correlation matrix and put three as a number of factors.
Page 84
Table 4.13: Total Variance Explained
Figure 4.37: Scree Plot
Page 85
Scree plot as it is shown. Here numbers of factor are three. For rotation methods
it used Varimax method. It shows the factor loading the variables. Below in
another figure it can see the loading picture clearly. There it can see variable six
is lightly far.
Figure 4.38: Component Plot in Rotated Space
Page 86
Rotated Component Matrixa,b

Component
1
Data Gathering
.662
.655
.202
Data Extraction
.773
.468
-.001
Data Transformation
.657
.564
-.003
Data cleansing
.939
.191
.111
Data storage
.142
.163
.964
Data warehouse
.899
.306
.126
.954
.232
.114
OLTP
.127
.931
.170
OLAP
.957
.132
.139
Data mining
.958
.157
.125
Business Strategist
.906
.347
.102
Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
Table 4.14 Rotated Component Matrix
Here from data gathering to data warehouse is component one then reporting
and dashboard to data mining is component two and business strategy is
component three.
Page 87
Prediction ability test of the model

Now study is going to test the regression analysis for testing the prediction
ability of the model. Here the study has three independent variables and one
dependent variable which is Business Intelligence.
Mean
Std. Deviation
Business Intelligence
45.0000
32.14421
25
Acquiring the data
26.6400
16.36276
25
Analyze the data
14.4000
13.20353
25
3.9600
3.03425
25
Table 4.15 Descriptive Statistics Model
Model Summary
Model
Change Statistics
R
1
R Square
a
1.000
1.000
Adjusted R
Std. Error of
R Square
Square
the Estimate
Change
1.000
.00000
Sig. F
F Change
1.000
dimension0
a. Predictors: (Constant), Take action based on data, Analyze the data, Acquiring the data
b. Dependent Variable: Business Intelligence
Table 4.16: Summary of the Model
Page 88
df1
df2
3
Change
21
ANOVAb
Model
Sum of Squares
Regression
Mean Square
24798.000
8266.000
.000
21
.000
24798.000
24
Residual
Total
Df
a. Predictors: (Constant), Take action based on data, Analyze the data, Acquiring the data
b. Dependent Variable: Business Intelligence
Coefficientsa
Model
Standardize
Unstandardized
90.0% Confidence Interval
Coefficients
Coefficients
for B
B
1
dimension0
(Constant)
dimension1
Std. Error
-1.256E-13
.000
Acquiring the data
1.000
.000
Analyze the data
1.000
Take action based
1.000
Beta
Sig.
Upper
Bound
Bound
.000
.000
.509
1.000
1.000
.000
.411
1.000
1.000
.000
.094
1.000
1.000
on data
a. Dependent Variable: Business Intelligence
Table 4.17: Statistical Model Testing
Figure 4.39 Scatter Plot
Lower
Page 89
In model summary table shows the value of adjusted r square is 1 which is

considered an acceptable value. In the process it was tried best as possible to
make the interview well understand to everybody from the concept of Business
Intelligence.
Analysis and result

For data gathering here it used a structured questionnaire which also verified
that valid and reliable. The model that chose is showing below; now study needs
to find out the maturity level of Business Intelligence on SMEs.
Factors
Acquiring the data
Analyze the data
Construct
Data Gathering
Data Extraction
Data Transformation
Data Cleansing
Data Storage
Data Warehouse
OLAP
OLTP
Data Mining
Business Strategies
Table 4.18: The Model variables
For find out the maturity level of BI process here used CMMI levelling a method
which is discussing below:
CMMI maturity level
The model has six layers to show the level of maturity, each layer basis on
counting improvement process.
Page 90
Incomplete: Nothing in process or not performed any process. ( The value
is between 0-0.5 interval)

Initial: Process poorly controlled, thoughtless and irregular. (The value is
between 0.5-1.5 interval)

Managed: Process for an individual project and group. It is often irregular.
(The value is between 1.5-2.5 interval)

Defined: Process designed for organization. It is proactive more
informative and standard. (The value is between 2.5-3.5 interval)

Quantitatively managed: Process is controlled, using statistical and
performance measured. (The value is between 3.5-4.5 interval)

Optimized: Continuously improvement of process and focus on business
objective. (The value is between 4.5-5 interval)
In the questionnaire where it use 0-5 scale which from the CMMI capability and
maturity model from here it can find the maturity level of BI process of SMEs.
Acquiring the Data
In the presenting model acquiring data is the phase one with the operational
environment. It starts from the data gathering and end up with data warehouse.
Between this two all the operation it perform like data extraction, data cleansing
then transformation after that storage. In data warehouse data are little different
then operational data. Operational data mainly current data and data warehouse
contains historical data.
Figure 4.40: Radar chart for Acquiring data

Page 91
Data Gathering: data gathering process in SMEs from different sources feels
quite good from the graph. That is mean it is worked systematically and that can
say it is well automated
Data Extraction: data extraction mainly receives data from different sources of
the operational level. Then it helps to move data into data warehouse. It also
showing not bad from the graph and feel it is also well automated in SMEs.
Data transformation: data transformation is convert data from one format to
different format. In the data sample there are some banks, retails include they
mainly perform this operation. And in graph it is showing this section is well
automated.
Data cleansing: data cleansing is the process of cleaning the data. Mainly it
checks the data got any error or not if the data has error then remove it. In
financial sector normally data are cleaned twice in a year. But in SMEs it is shown
from the graph this section is comparatively poor then others but still that are in
defined level.
Data storage: data storage is the raw data store in the data warehouse or in
the relational database. In any organization if there is information technology
involves then they store their data. In SMEs data storage is well automated it is
shown from the graph.
Data warehouse: In data warehouse where mainly keeps the historical data.
Which mainly help the managers to serve their queries. In SMEs when the data
was collected it was seen the small organizations do no t use data warehouse but
mid size organization they are using data warehouse and data warehouse is
normally a well integrated system. So the result of using data warehouse in SMEs
is sowing well in the graph.
Analyzing the data
This is mainly the decision support system where OLAP and reporting and
dashboard take place. Data mining also part of analyzing data.
Page 92
Figure 4.41: Radar chart for Analyzing data
Reporting and Dashboard: reporting is the main part of the BI which is widely
using in SMEs from graph can tell that. It should be well integrated so user can
easily send and access report and alerting system also in a good place. In
reporting there should me some essential tools like easy to maintain, easy
distribution, internet enable etc.
Online Analytical Processing: OLAP helps to perform different dimension of
data in different time. It is mainly help to make managers report efficient and
helps to make effective decision. But from the figure it could say OLAP may not
so popular in SMEs. In figure it is just cross the initial level that means SMEs just
start to use OLAP.
Online transaction processing: in the data sample mainly bank and retails
are using this operation. Most of the bank has OLTP operation and retails as well.
From the graph it is shown OLTP is well automated in SMEs. It mainly serves the
transaction based applications; all the banks have ATM (Automatic Teller
Machine) they are in 24 hours operation it connected with main database and
retail also do online sale that also directly connected with their database and it
update regularly.
Data mining: data mining is the process of analyze data and turn it into
meaningful information. Data mining allow user to analyze data from different
Page 93
angle. Mainly marketing company, retails, telecom, financial companies are using
data mining. Data mining is mainly two types; classification and estimation. In
classification data grouped in predetermined class. Marketing company, retail,
restaurants are using it for understand customer behaviour and spending level or
attitude. Estimation is mainly forecasting or predicts the value of the system.
From the graph it can tell data mining is the poorest process in SMEs BI process.
That is mean data mining not so popular in SMEs.
This is the last part of DSS. Here user normally take action based on data DSS
provide few decision and then user chose one or some time system provide the
optimal solution the user just apply that on right place. Now can tell how willingly
SMEs taking action based on data.
Figure 4.42: Bar chart for Business Strategy
Business Strategy: This is last and final stage of BI process. Here at the end
system pull out the data from the operational level then the process in the DSS
which is called analyzing part then final out put some decision based on the data
Page 94
and decision maker take action. From the figure it can say in SMEs business
strategy in middle section.
Figure 4.43: Overall picture of BI process in SMEs
The overall maturity level of the whole process, individually the three
independent variables acquiring the data, analyze the data and take action are
shown in the figure. They all are cross the define level that is considerable a
mature process.
Page 95
Chapter 5 Conclusion
Introduction
In this chapter the research will be presented with the

consideration to the collected data and statistical analysis.
Also the necessary implication will be offer based on the
research findings and proposal for the future research.
Page 96
Contribution part of the research

In this research I present a significant theoretical and practical combination. In
theoretical part, it got an updated model for Business Intelligence. The modified
model from the William A. Giovinazzo (2003) core model; which was present in
his book internet enable business intelligence. This model also supported by the
current BI vendors expert and from their document and white papers it can see a
structure of the model. In practical side, empirical study provides a better
solution even better understanding of Business Intelligence.
Suggestion for the theory

The aim was of this study to evaluate the impact of BI on SMEs; there the study
is trying to find out the maturity level of BI process in SMEs and best framework
of BI for them. For that study was used Giovinazzos book, document and white
papers of different BI vendors and some interview, also CMMI model. Study use
this modified model in BI field, mainly in SMEs and also it is verified by done
some statistical experiments and discuss about the model with some experts of
BI vendors.
Suggestion for the managers

Most of the large organization using BI is true, now mid size organization also
start using BI applications as per their requirement. This research will help them
to better understand this BI process and their BI implementation.
Suggestion for the further research

Further research could be only on mid size or small organizations to find out one
common BI platform for them which may make more helpful to implementation
BI on SMEs or further research could be the any particular success factors of BI
process.
Limitation
In research time study had some limitation like
Time limitation
Could not manage enough sample
Some organization did not answer
Page 97
Discussion and Conclusion

From the result now it can tell the whole process of BI on SMEs is at level four.
That means it is in the quantitatively managed process level which is a tailored
define process. Now study will check the three process of BI acquiring the data,
analyze the data and take action based on data individually so it can understand
the whole process problem.
Acquiring the data: This process is in the level four. This is good. Now it can be
check individually like data gathering, data transformation and cleansing etc.
Here it can see the process data cleansing is poor then other process so study
can focus on that and can improve it.
Analyze the data: It is also at the level four which is similar to data acquiring
and individual process are also in level four so that can tell it is also in good
position.
Take action based on data: after analyzing the data organization normally
takes action based on data and the whole process of taking action based on data
is at also level four like other two processes. Which prove the process fact is
valid.
Now it will see the individual level of all the constructs of the process. If any one
is in the low level so it could recommend improving.
Figure 5.44: Maturity level of BI for all constructs
Page 98
The above diagram evaluated from this research work where data cleansing,
OLAP and data mining stage in lower level than other, can be used to improve
those three processes for SMEs.
Page 99
List of References
Aho, M. (2009). A Capability Maturity Model for Corporate Performance
Management An Empirical Study in Large Finnish Manufacturing Companies.
Tampere University of Technology, Report No:1. Available from:
http://www.drmika.com/download/Aho__A_Capability_Maturity_Model_for_Corporate_Performance_Management.pdf
[Last Accessed 16th June 2010]
Almeida, M, S. Ishikawa, M. Reinschmidt, J. Roeber, T. (1999). Getting Started
with Data Warehouse and Business Intelligence.[e-book] USA: IBM Corporation
Available from: http://ps-2.kev009.com:8081/rs6000/redbook-cd/sg245415.pdf
Axinn, W, G. and Pearce, L, D. (2006). Mixed Methods Data Collection Strategies.
USA: Cambridge University Press.
Baumgartner, R. Frolich, O. Gottlob, G. (2007). The Lixto systems applications in
Business Intelligence and Semantic Web, DBAI and Oxford University Report No:1
Available from: http://rewerse.net/publications/download/REWERSE-RP-2007-044.pdf
Berthold, H. Rosch, P. Zoller, S. Wortmann, F. Carenini, A. Campbell, S. Baisson, P.

Strohmaier, F. (2010). An Architecture for Ad-hoc and Collaborative Business
Intelligence .[Online] Article No.: 13(1-5) In: ACM International Conference
Proceeding Series; Vol. 426.Proceedings of the 2010 EDBT/ICDT Workshops
Lausasanne, Switzerland, 2010. Available from:
http://delivery.acm.org/10.1145/1760000/1754254/a13-berthold.pdf?
key1=1754254&key2=6429685721&coll=GUIDE&dl=ACM&CFID=92933840&CFTOKEN=
95753389 [Last Accessed 05th June 2010]
Biere, M. (2003). Business Intelligence for the Enterprise. IBM DB2 Certification
Guide Series. Upper Saddel River Pearson Education Inc.
Brackett, H, M. (1999). Business Intelligence Value Chain: Information
management magazine. [Online] Available from: http://www.informationmanagement.com/issues/19990301/115-1.html [Last Accessed 05th June 2010]
Page 100
Bryman, A. (1988). Quantity and Quality in Social Research. London: Unwin

Hayman Ltd.
Cao, L. Lou, C. Lou, D. Zhang, C. (2010). Integration of Business Intelligence
Based on Three-Level Ontology Services, University of Technology Sydney and
Liaoning Technical University china Report No:1. Available from:
http://docs.google.com/viewer?
a=v&q=cache:ztx8eaw930YJ:citeseerx.ist.psu.edu/viewdoc/download%3Fdoi
%3D10.1.1.83.802%26rep%3Drep1%26type
%3Dpdf+Integration+of+BI+components+based+on+three+ontology&hl=en&gl=uk&pi
d=bl&srcid=ADGEESi6RSJA8dM6C63jEddX06dJLo8aq637sda7QVM9GxhrpsCyJ44oCxym5
KG33RSE9xX3SU2LwzVgPKCCdYEAPWd6zoyFLnhaoCG3p-HnYFDOYbnuhca8aB_66kgTV_Lx72Dz7gv&sig=AHIEtbR4IOGEecZGybevBJ8sA_dgblO44w [Last
Access 27th May 2010]

Cassell, C. and Symon, G. (1994) Qualitative Methods I Organizational Research.
London: SAGE Publication.
Chung, W. Chen, H. Nunamaker JR. (2005). A Visual Framework for Knowledge
Discovery on the Web: An Empirical Study of Business Intelligence Exploration.
Journal of Management Information Systems, 21(4), Available from:
http://portal.acm.org/citation.cfm?
id=1277716.1277721&coll=GUIDE&dl=GUIDE&CFID=93974403&CFTOKEN=37360315

CMMI Production Team. (2002). CMMISM for Systems Engineering and Software
Engineering (CMMI-SE/SW, V1.1). [e-book]. USA, Carnegie Mellon University.
Available from: http://www.sei.cmu.edu/reports/02tr011.pdf [Last Accessed 13th
August 2010]
Collis, J. and Hussey R. (1997) Business Research. England and USA: Palgrave
Macmillan
Dayal, U. Kuon, H. Wiener, L, J. Wilkinson, K. Ganpathi, A. Krompass, S. (2009).
Managing operational business intelligence workloads. ACM SIGOPS Operating
Systems Review, 43(1). 92-98. Available from:

http://delivery.acm.org/10.1145/1500000/1496927/p92-dayal.pdf?
key1=1496927&key2=9864005721&coll=GUIDE&dl=GUIDE&CFID=91882080&CFTOKEN
=83902945 [Last Access 27th May 2010]
Fagin, R. Guha, R. Kumar, R. Novak, J. Sivakumar, D. Tomkins, A. (2005). Multi

Structural Databases, IBM Almaden Research Centre Report No:1. Available from:
http://almaden.ibm.com/cs/people/fagin/pods05.pdf [Last Accessed 5th June 2010]
Page 101
Few, S. (2006). Information Dashboard Design: The Effective Visual

Communication. Italy OReilly Media Inc.
Giovinazzo, A, W. (2003). Internet Enabled Business Intelligence. New Jersey
Pearson Education Inc.
Gibson, M. Arnott, D. Jagielska, I. (2004). Evaluating the Intangible Benefits of
Business Intelligence: Review & Research Agenda, Monash University of Australia
Report No:1. Available from: http://docs.google.com/viewer?a=v&q=cache:jc_GU1zyCEJ:citeseerx.ist.psu.edu/viewdoc/download%3Fdoi
%3D10.1.1.94.8550%26rep%3Drep1%26type
%3Dpdf+Evaluating+the+Intangible+Benefits+of+Business+Intelligence:
+Review+
%26+Resarch+Agenda&hl=en&gl=uk&pid=bl&srcid=ADGEEShxFy53WqWSTO_y
cL7yA_NfCPsYhaw8ixPZVuKDbU0zTbsip7uzPRb2RXudx3GKtqjPbeYWENZ1E1CqA1
tsPdqsF0vj908yUe-NYOsR9s8DCahcg9ELAqTjyil4L685oRf8B9h&sig=AHIEtbTisSTc-agKefDNAub9ehW6iH9tPw [Last Accessed 15th
June 2010]
Ghauri, P. and Gronhaug, K. (2005) Research Methods in Business Studies. Third
Edition. [e-books] England: Pearson Education Ltd. Available from :
http://books.google.co.uk/books?id=sTUDbaefgkC&printsec=frontcover#v=onepage&q&f=false [Last accessed 05th
August 2010]
Hostman, B. Rayner, N. Herschel, G. (2009) Gartners Business Intelligence:
Analytics and Performance Management Framework. Gartner, Report
NO:G00166512. [Online] Available from:
http://public.dhe.ibm.com/software/data/swlibrary/cognos/pdfs/analystreports/ar_a_practical_bi_and_planning_framework_for
_midsize_companies.pdf [Last Accessed 21st August 2010]
Laha, A. (2008). RAP: A Conceptual Business Intelligence Framework. Paper
Presented at the Annual Bangalore Compute Conference, In Proceedings of the 1st Bangalore Annual
Compute Conference
Bangalore, India. Available from:
http://delivery.acm.org/10.1145/1350000/1341796/a23-laha.pdf?
Page 102
=20760849 [Last Access 27th May 2010]
Liebowitz, J. (2006). Strategic Intelligence. New York Auerbach Publication.

Loshin, D. (2003). Business Intelligence: The savvy manager's guide: getting
onboard with emerging IT. San Francisco Morgan Kaufman Publisher.
Mark Ritacco and Astridn carver. (2010). The Business Value of Business
Intelligence, Business Object Report No:1.
Availablefrom:http://www.ciber.co.uk/pdf/The_Value_of_Business_Intelligence.pdf
[Last Accessed 27th May 2010]
Matteo, G. Rizzi, S. Cella, I. (2004). Beyond Data Warehousing: Whats Next in
Business Intelligence? Paper Presented at Data Warehousing and OLAP, In Proceedings of the
7th ACM international workshop on Data warehousing and OLAP, Washington,
DC, USA. Available
from: http://delivery.acm.org/10.1145/1040000/1031765/p1-golfarelli.pdf?
=41799797 [Last Accessed 15th June 2010]
Middelfart, M. (2007). Improving Business Intelligence Speed and Quality through

the OODA Concept. Paper Presented at Data Warehousing and OLAP, In Proceedings of the ACM
tenth international workshop on Data warehousing and OLAP, Lisbon,
Portugal. Available from:
http://delivery.acm.org/10.1145/1320000/1317349/p97middelfart.pdf?
=27210754
Miller, G, J. Brautigam, D. Gerlach, V. (2006). Business Intelligence Competency

Centres: A Team Approach to Maximize Competitive Advantage. New Jersey Willy
and Sons Inc.
Mircea, M. and Andreescu, A. (2010). USING BUSINESS RULES IN BUSINESS

INTELLIGENCE. PhD thesis. University of Economics, Bucharest, Romania.
Available from: http://jaqm.ro/issues/volume-4,issue-3/pdfs/mircea_andreescu.pdf
Page 103
Nguyen, T, M. Schiefer, J. Toja, A, M (2005). Sense & Response Service

Architecture (SARESA): An Approach towards a Real-time Business Intelligence
Solution and its use for a Fraud Detection Application. Paper presented at the Data
Warehousing and OLAP, In Proceedings of the 8th ACM international workshop on Data warehousing and
OLAP, Bremen,
Germany. Available from: http://portal.acm.org/citation.cfm?
id=1097015&dl=GUIDE&coll=GUIDE&CFID=94114460&CFTOKEN=37999244 [Last
Accessed 15th June 2010]

Olszak, M, C. and Ziemba, E. (2003). Business Intelligence is the key to
management of an enterprise. University of Economics, Katowice, Poland, Report
No:1 Available from:
http://informingscience.org/proceedings/IS2003Proceedings/docs/109Olsza.pdf [Last

Olszak, M, C. and Ziemba, E. (2006). Business Intelligence Systems in the Holistic
Infrastructure Development Supporting Decision-Making in Organisations.
University of Economics, Katowice, Poland, Report No:2 Available from:
http://informingscience.org/proceedings/IS2003Proceedings/docs/109Olsza.pdf [Last
Accessed 15 June 2010] [Last Accessed 15th June 2010]

Olszak, M, C. and Ziemba, E. (2007). Approach to Building and Implementing
Business Intelligence Systems. University of Economics, Katowice, Poland, Report
No:3. Available from: http://ijikm.org/Volume2/IJIKMv2p135-148Olszak184.pdf [Last
Pareek, D. (2007). Business Intelligence for Telecoms. New York Auerbach
Publication
Petrini, M. and Pozzebon, M. (2010). The value of Business Intelligence in the
context of developing countries. Fundao Getulio Vargas and HEC Montreal and
McGill University, Report No:1. Available from:
http://is2.lse.ac.uk/asp/aspecis/20030119.pdf [Last Accessed 27th May 2010]
Pirttimaki, V. and Hannula, M. (2003). Process Model of business intelligence.
Tempere University of Technology Finland, Report No:1. Available from:
http://www.ebrc.info/kuvat/250-260.pdf [Last Accessed 15th June 2010]
Pirttimaki, V. Lonnqvist, A. Karjalouto, A. (2006). Measurement of Business
Intelligence in a Finnish Telecom-munications Company. Tempere University of
Technology Finland and Elisa Corporation Finland, Report No:1 . Available from:
Page 104
http://www.ejkm.com/volume-4/v4-i1/Pirttimaki-Lonnqvist-Karjaluoto.pdf [Last
Pirttimaki, V. (2007). Business Intelligence as a managerial tool in large Finish
companies. Tempere University of Technology Finland, Report No:1.. Available
from: http://dspace.cc.tut.fi/dpub/bitstream/handle/123456789/134/pirttimaki.pdf?
sequence=1 [Last Accessed 15th June 2010]
Popovic, A. Turk, T. Jaklic, J. (2010). Conceptual Model of Business Value of

Business Intelligence System. University of Ljubljna Slovenia, Report No:1.
Available from: http://www.efst.hr/management/Vol15No1-2010/1Popovic_Turk_Jaklic-final.pdf [Last Accessed 16th June 2010]
Rajteric, I, H. (2010). Overview of Business Intelligence maturity models.
Employment Service of Slovenia, Report No:1. Available from:
http://www.efst.hr/management/Vol15No1-2010/3-Hribar_Rajteric-final.pdf [Last
Rasmussen, S. Goldy, S, P. Solli, O, P. (2002). Financial Business Intelligence:

Trends, Technology, Software Selection, and Implementation. New York Wiley and
Sons Inc.
Reinschmidt, J. and Francoise, A. (2000). Business Intelligence Certification
Guide: RedbookIBMIncp.[e-book] California IBM Corporation.
Availablefrom:http://www.redbooks.ibm.com/redbooks/pdfs/sg245747.pdf [Last
Rose India (n.d) History of Business Intelligence. [Online] Available from:
http://www.roseindia.net/technology/business-intelligence/history-of-businessintelligence.shtml [Last Accessed 16th June 2010]
Rouibah, K and Ali, O, S. (2002). PUZZLE: a concept and prototype for linking
business intelligence to business strategy, Journal of strategic Information
System, 11, 133-152. Available from: http://veille-strategique.eolasservices.com/docs/2002-rouibah-ou
Page 105
Saha, G. K. (2007). Business intelligence computing issues. Ubiquity 2007, June

(Jun. 2007), 1-1. DOI= http://doi.acm.org/10.1145/1286460.1286461 [Last
Saunders, M. Lewis, P. Thornhill, A. 2003. Research Methods for Business
Students. India Pearson Education Ltd and Dorling Kindersley Publishing Inc.
Sell, D. Silva, C, D. Beppler, D, F. Nepoli, M. Ghisi, B, F. Pacheco, S, C. Todesco, L,
J. (2008). SBI: A Semantic Framework to Support Business Intelligence. Paper
presented at the ACM International Conference Proceeding Series; Vol. 308, In Proceedings of the first
international workshop on Ontology-supported business intelligence,
Karlsruhe, Germany. Available
from: http://delivery.acm.org/10.1145/1460000/1452578/a11-sell.pdf?
Smallbone, T. and Quinton, S. (2004) Increasing business students Confidence in

Questioning the Validity and Reliability of their Research, Electronic Journal of
Business Research Methods, 2(2), 155. Available from:
http://www.ejbrm.com/vol2/v2-i2/vol2-issue2-art11-smallbone.pdf [Last Accessed
19th August 2010]
Stebbins, R, A. (2001). Exploratory Research in the Social Science. USA: SAGE
Publications Ltd.
Symmetry Corporation, (2005). Evaluating Business Intelligence Offerings:
Business Objects and Microsoft. Symmetry Corporation, Report No:1. Available
from: http://www.symcorp.com/downloads/EvaluatingBI_BOvsMS.pdf [Last Accessed
15th June 2010]
Tabatabaei, S, H (2009). An Evaluation of Business Intelligence maturity Level in
Iranian Banking Industry. Masters Thesis. Lulea University of Technology,
Sweden. Available from: http://epubl.ltu.se/1653-0187/2010/008/LTU-PB-EX10008-SE.pdf [Last Accessed 15th June 2010]
Electrosmart Ltd. (n.d) The Business Intelligence Guide: BI Tools. [Online]
Available from: http://thebusinessintelligenceguide.com/bi_tools/index.php [Last
Electrosmart Ltd. (n.d) The Business Intelligence Guide: BI Tools: Data Mining.
[Online]. Available from:
Page 106
http://www.thebusinessintelligenceguide.com/bi_tools/Data_Mining.php [Last

Electrosmart Ltd. (n.d) The Business Intelligence Guide: BI Tools: Operational BI.
[Online] Available from:
http://www.thebusinessintelligenceguide.com/operational_bi/index.php [Last Accessed
16th June 2010]

Electrosmart Ltd. (n.d) The Business Intelligence Guide: BI Tools: Scorecard.
[Online]. Available from:
http://www.thebusinessintelligenceguide.com/bi_tools/Scorecards.php [Last Accessed
16th June 2010]

Thierauf, J, R. 2001. Effective Business Intelligence System, USA Greenwood
Publishing Group Inc.
Trochim, W, M, K. (2006) Research methods knowledge base.[Online] Available
from: http://www.socialresearchmethods.net/kb/index.php [Last Accessed 05th
August 2010]
Twentyman, J. (02 Jan 2008). Finance directors see the value of business
intelligence: ComputerWeekly.com. [Online]
Availablefrom:http://www.computerweekly.com/Articles/2008/01/15/228700/Financedirectors-see-value-of-business-intelligence.htm
Umit, H. (2005). Methodology De La Recherch En Sciences De Gestion.

University Catholic De Louvain Institute, Report No:1. Available from:
http://christophe.benavent.free.fr/IMG/pdf/CaseStudy_UCL_2005.pdf [Last
Accessed 05th August 2010]
Vercellis, C. (2009). Business Intelligence: Data Mining and Optimization for
Decision Making. West Sussex, Wiley and Sons Ltd.
Yeh, A. Tang, J. Jin, Y. Skrivan, S. (2004). Analytical View of Business Data. Paper
presented at the International Conference on Knowledge Discovery and Data
Mining. In Proceedings of the tenth ACM SIGKDD international conference on
Knowledge discovery and data mining. Seattle, WA, USA
Page 107
Available from: http://delivery.acm.org/10.1145/1020000/1016925/p847-yeh.pdf?

Page 108
Appendix
Questionnaires
This questionnaire has been design for gathering important information from IT
experts, IT managers or responsible person who deal with companys IT, BI
systems and tools. It will help us to find out companys maturity level of BI and
also their needs.
In this survey consider three phases for BI process which are acquiring the data,
analyzing data and take action based on the data. Here study using CMMI
capability and maturity model format in six scales (from 0 to 5). Where 0 is
incomplete and 5 is the highest scale.
Incomplete: Nothing in process or not performed any process. (0)

Initial: Process poorly controlled, thoughtless and irregular. (1)
Managed: Process for an individual project and group. It is often
irregular. (2)
Defined: Process designed for organization. It is proactive more
informative and standard. (3)
Quantitatively managed: Process is controlled, using statistical and
performance measured. (4)
Optimized: Continuously improvement of process and focus on
business objective. (5)
What is your gender?
.Male/Female
Which level are you playing in your organization (Strategic Level: CEO, Top
manager or Business Level)?
.
Page 109
What is your Education ( A Level, Under graduate, Post graduate , PhD)?
Data gathering
Do you gather data from all sources like (Point of Sale, Automatic Teller Machine,
and other electric sources) in your organization?
0
1
2
How automated is your system for gathering data?

0
1
2
.
V
Data Extraction (use for collect data from different sources)
How well your automated data extraction tool in your organization?
0
1
2
V
How completely is the data extraction process done your organization?
2
.
0
1
Data Transformation (transfer data from different sources)

How effective data transformation process?
0
1
2
How automated data transformation process in your organization?

0
1
2
..
Data cleansing (Data error detect and remove)

How automated data cleansing system in your organization?
0
1
2
..
How completely is the data cleansing process done your organization?

.
0
1
2
Page 110
Data storage (Storing data in Computer or database)

How effectively does your organization store data?
0
1
2
Data warehouse
Do you use data warehouse?
0
1
2
How completely automated is your data warehouse?

0
1
..
Which level is your integrated system for data warehouse?

.
0
1
2
Reporting and dashboard (Automatic report and information centre)

How capable your organization to monitoring important sources of information?
0
1
2
..
How quickly you can use alerting techniques so decisions are accelerated?
0
1
2
..
Which level is continuous monitoring in place to allow alerts to be communicated

immediately to those who need to take action?
0
1
2
..
OLTP (Online Analytical Transaction Processing)

How well your OLTP software answer your transaction in branch?
.
0
1
To what extent your organization can do online transaction?

..
0
1
2
Page 111
OLAP (Online Analytical Processing)

Which level do you use online analytical process for your data analysis?
0
1
2
How effectively your database tuning done?

.
0
1
2
Data mining
Do you have a propriety information protection plan to safeguard your
companys private information and how completely your business outlined its
expectations regarding information protection to its employees?
0
1
.
How effective is your data mining process?

0
1
2
Business Strategist
To what extents the decision making process is automated in your organization?
0
1
How do you evaluate Business Intelligence process in your organization?
0
1
Page 112

Business Intelligence and SMEs

Enviado por

Dados do documento

Direitos autorais

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Business Intelligence and SMEs

Enviado por

Direitos autorais:

MSc IT Dissertation

An evaluation of the impact of Business

University of East London

Business Intelligence System

CMMI Capability Maturity Model Integration

Decision Support system

Extraction Transform Load

Enterprise Resources Planning

Key Performance Indicator

OLAP Online Analytical Processing

SCM Supply Chain Management

Total Cost Ownership

BI measurement and maturity model...............................................................47

Table 2.1: Business Intelligence application in five common industries...............32

Figure 2.23: The Gartners BI maturity model ....................................................53

In this chapter going to be discuss about the subject of research. BI

What is the Semantic Framework of Business Intelligence and

Efficiency of the operation level can improve

Better strategies and better marketing policies

knowledge of framework of semantic BI, lack of knowledge about the handling

KPI has to design based on the organization and their strategies.

Work with the best advantages of the organization

mean to identify three new desired technologies in business intelligence

How the managers are interact with BI

Chapter 2 Literature review

This chapter going to be explain the fundamental concept of BI and BI

utilisation. 4) Dimension of functionality allows the function determination of the

Figure 2.2:The Most Important Components of Business Intelligences taken

In 1989 a research scholar of Garter Group Mr. Howard Dresner introduced BI

Biere pointed out some milestones of BI which are as follows

intimidating IT which build a clear concept of end user computing

competency. This helps end user to become productive very quickly.

current content and form.

Data mining tools:

Data mining tools is very popular especially in few businesses like:

DM tools also popular to do projection, correlation and trend analysis.

Scorecard and Dashboard:

It is a collection of information of the organizations strategies, performance of

Advanced Enterprise Reporting scorecards and dashboard, standard

invoice and statements.

to the root for finding fundamental problem.

Exception-based Alerting and information delivery services.

BI application and Objective

needed, item by item, to ensure a given grade of service.

information, from here can get customer purchase patterns.

Customer profitability analysis. Can guess the overall

profitability of an individual customer or organization, current

Branch sales. Using customer information in the branch for

Customer profiling and segmentation. The ability to

analyze customer and product usage history and customer

segments. This helps to design product.

needs and service activity. Demand can create by age.

Table 2.1: Business Intelligence application in five common industries

BI for Financial Companies

Figure 2.4: Evaluation of financial data warehouse taken from Rasmussen et

Financial companies mainly bank, currency exchange, foreign investment

Figure 2.6: BI Process in a row taken from Symmetry Corporation, (2005)

loading the data.

resources and budget

Figure 2.9: Traditional architecture of B taken from Vercellis,( 2009)

Figure 2.10:The BI cycle Source: (Vercellis, 2009)

Figure 2.12: The BI value chain taken from Pareek, (2007)

Figure 2.13: BI process Cycle taken from Pareek, (2007)

Giovinazzo said BI in a process is like a loop which combination of three

Yeh discussed about a complete BI Entity architecture in his paper. BI Entity is

Figure 2.18: Real-Time BI Architecture taken from Nguyen et al, (2005)

Figure 2.19: The basic process of developing BI in a project taken from