Finding Enablers and Management Approaches for Achieving Effective Use of Business Intelligence and Analytic System: A Case from Pakistan Telecom Sector
Business Intelligence and Analytic (BI&A) systems have become one of the highest IT/technology spending of the modern organizations all across the globe due to its significance in analyzing the business data. However, despite the growing investments, evidence informs that most of the organizations fail to secure desired benefits from their BI&A systems. Infact, literature shows that almost 70% to 80% of BI projects fail to produce the expected returns for the organizations. The main reason research identified for this failure is the lack of effective use of BI&A systems. Therefore, more research is needed regarding achieving effective use, management strategies & approaches, enablers, and benefits of effective use of BI&A systems. This study addressed these gaps by conducting exploratory case study in one of the prominent telecom organization operating in Pakistan. Data was collected through interviews from the top management, middle management and operational level users of BI&A systems which was then transcribed and analyzed to extract the required information. The findings of the case study identified various management approaches and enablers of effective use of BI&A system. The management approaches regarding the effective use of BI&A system included embedding BI&A system use in routine operations, providing training and development facilities, performance appraisals & rewards system, Setting Up Auto Alerts & Warnings Mechanism etc. Noticeable enablers of effective use of BI&A systems explored through detailed interviews with the respondents include easy-to-use system interface, training & development facilities, appraisals and rewards, effective data management, information quality, ease in investigation & problem solving functions, etc. To achieve high quality benefits from BI&A deployment, the management should adopt effective approaches and formulate effective strategies to ensure the post-implementation effective use of BI&A systems. The enablers explored in this research may help them to plan these strategies accordingly. The findings of this research will help the senior management to effectively plan and ensure effective use of BI&A system in their organizations.
Keywords: Business Intelligence and Analytics, Effective Use, Enablers, Management Approaches, Case Study, Telecom Sector