People are looking for ways of understanding their customers, understanding their risk, and understanding their use of resources. Their goals are the traditional challenges of either maintaining revenue or lowering cost because revenues are going down. It's a classical economic problem.
Now if we consider that in the area of business intelligence and its effects, we can actually look back to some significant things that have gone on even on the last 20 or 30 years.
During the time of the bubble bursting as they call it with the Internet wave or the Web bust at the turn of the century, that carried us particularly in the IT industry and other industries and investment and so forth.
After that wave people had fears of spending and using money. Earlier as we began offering advanced reporting solutions for enterprises, there was a need for cross organizational use of data for business intelligence purposes.
Going far beyond reporting and analysis but now into predictive analytics, we looked back over a previous period.
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Investment in Data Infrastructure Paid Off
We found some studies that were done by some by universities and some by analytics firms that said that certain companies invested in IT in a very big way, meaning they changed their percentage of revenue, or they change their budgets significantly, or they started to really look at their data management and infrastructure problems. By solving those problems, these companies became the leaders in their industries when things got bad in the last downturn.
One of the things that I wondered a lot about and through the course of a few conversations that I’ve had recently and I have posed this question to a couple of folks, but I think a handful of years ago BI initiatives would have quickly been put on the back burner when economic times really got tough. And certainly the same I know was true in the ‘90s when a lot of people were making large investments in data warehousing infrastructures.
My opinion is just that business intelligence is probably not recession proof. It's certainly resistant, and in for many companies it's that differential thing that makes them different or more agile or more nimble, that allows them to survive during these times. It's not a luxury. It's a must have to be competitive.
Take a look at the group of companies that built up their BI infrastructure decades ago. They were manufacturing, banking, distribution services, and real estate companies.
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Focus Is on Operational Users
But I am not just looking at the market. I am looking at their industries and looking at these industries that have been suffering around the world. We find that the people who have vast investments in business intelligence have operational users that are frontline users talking and working with their customers and their suppliers and their procurement and their inventory and their replenishment both internally and externally.
These companies have far exceeded the performance of their competitors because of the infrastructure and the intelligence that they have inherent in BI systems in data warehouses. Now in the area of enterprise data warehouses what has been the real vogue over the last five or six years is the transformation to active data warehousing meaning.
This means it's no longer strategic or tactical only. It's frontline online. Customers are going right through the analytics and using these kind of systems very actively minute by minute. The edge of real time and the ability to get business intelligence in to more hands is obviously a big key.