*Marketing And Business Intelligence*
**By Michael Hammond**
***If we think about it, iPhone started a micro-revolution in businesses by enabling access to data more easily and in visual contexts that were more useful than any mobile devices before it. It set the stage for an information-starved workforce that quickly realized a consumer product could provide fundamental information access benefits.
****On the heels of iPhone use in the enterprise, iPad has created an unexpected demand for Business Intelligence in the second hemisphere. Employees needn’t be classified as “mobile workers” to benefit from mobility and pervasive access to business intelligence. And BI vendors have been quick to validate these new mobility requirements, said a recent article called “iPad Creates Unexpected BI Demand, Workers Involved With BI Yield Tangible Results.” Using this strategy will enable you to be a more effective marketer and get more business.
****Deep down in the enterprise, there’s a movement that is tactifying the domain of BI which was previously isolated to strategic planning activities. Businesses – mostly mid-level managers responsible for operational performance – are reshaping the fabric of BI and the core definition of this term.
****A story in Computerworld magazine indicates that this strategy is paying off. It reports, that at 1-800-Flowers.com, users with access to real-time sales data created a quicker checkout process for fast-selling items, and likely reduced costs and increased customer satisfaction. Bobby Nix, director of BI and analytics at consumer services company Allconnect, noted a 26 percent sales increase in 2011?s first quarter to staff access to business intelligence data. The cause — it helped sales associates focus on the best sales opportunities. And the Cincinnati Zoo & Botanical Garden realized a 30.7 percent per-capita increase in food and beverage sales from October 2010 through the first quarter of 2011 that the director of park operations attributes to availability of BI data deeper in the organization.
****So, why aren’t more companies using BI to increase sales? The article says there is as a “reluctance by IT groups in general to embrace the democratization of BI, which underscores a general attitude in the IT community concerning the definition of BI. IT groups have a traditional view that BI must include a hefty dose of analytical processing, a task reserved only for “analysts” capable of making sense out of data. However, there are really two hemispheres of BI – one concerned with big data, analytics, and strategic objectives. The other BI hemisphere – the one used by companies in the Computerworld article — is kinder, gentler, and focused on performance indicators, micro-strategies, and delivering information that improves operational decision-making. This is a more tactical tilt to BI and in some regards, it suggests that there’s an ongoing evolution of how IT and employees view the separation of strategic and tactical information.”
****So, get working on your BI strategy. It doesn’t have to be that difficult and you can get big rewards.
Michael Hammond is chief strategy officer at PROGRESS in Lending Association and is the founder and president of NexLevel Advisors. They provide solutions in business development, strategic selling, marketing, public relations and social media. He has close to two decades of leadership, management, marketing, sales and technical product experience. Michael held prior executive positions such as CEO, CMO, VP of Business Strategy, Director of Sales and Marketing and Director of Marketing for a number of leading companies. He is also only one of about 60 individuals to earn the Certified Mortgage Technologist (CMT) designation. Michael can be contacted via e-mail at firstname.lastname@example.org.