Earlier generation BI support organizations are less effective because they often put IT in charge and remain IT centric. That means they continue to be mostly project based and focus too much on functional reporting but ignore the data. And as we look at the market, our view is that you need to enable more collaboration with end users and IT. They need to be working much more together than in the past.
Part of the reason why I think has happened is because business intelligence has largely focused on management as the buyers. They are the key users, and they tend to get operational reports and scorecards and dashboards they need to see information quickly so they can make a decision. But the staff down under them will need to slice and dice the data and look at trends to make decisions.
They don’t just need the summary the high level. They actually need the detail and reports, scorecards, and dashboards would be inadequate since they are generally summaries, and you can’t get down to the specific transactions. For example, the marketing manager needs to create mailing list segments from a list of 6,000 customers, and they need to see if a certain segment should get a different mailing.
To give them the self-service analytics solution is time consuming, difficult to implement and consumes a lot of core IT resorts. And, hence the key staff are largely unsupported, and then when they go to IT or central reporting for custom reports what often happens is they ask a question which is someone hard to interpret. And so some information comes back, but it take so while, and at best it might be the right data but it might take another question which goes back to the loop and then the report becomes hard to work with.