Today’s economy is like sand dunes in a
desert – constantly shifting in unpredictable ways. Business owners can never
be entirely sure which way the wind will blow, but we do have the tools at our
disposal now to mitigate risk.
One such tool is business intelligence, which helps find patterns in data sets to identify trends that offer numerous benefits to your business.
Unfortunately, not all business owners
take advantage of business intelligence software and miss opportunities to increase their bottom line and otherwise grow
If you’re not already using business
intelligence systems, you should make it a priority to implement a solution to
give yourself a leg up on the competition.
Before we inspect how business
intelligence impacts the short and long-term trajectory of your business, let’s
first define what these systems are.
What Exactly Is A Business
intelligence is a rather broad term that is used as a
catch-all to describe many different types of software, as opposed to a more
narrow technological term, such as a video player application.
Essentially, any software that collects
and analyzes data to help leaders make more sophisticated business decisions
falls under this umbrella definition.
only do these systems identify areas for improvement through historical
analyses, but they also use algorithms to make future projections.
The amount of time it would take a human
being to collect data, sort through it, and make numerous calculations is
Instead, it’s better to let a software
program do the heavy lifting and conveniently package data and conclusions into
easily readable forms, visual tools, graphs, and dashboards.
Naturally, the primary goal of any
business intelligence software is to
promote improved decision making to better the chances of the business’s
However, there are other benefits, too,
such as reducing inefficiencies that deteriorate profits and improving the
day-to-day operation of the business.
1. Determining Which Projects
Numerous opportunities can sometimes be
too much of a good thing for a business and cause a leader to feel overwhelmed.
What’s worse, the leader may think that
trying to pursue as many opportunities as possible is the only path toward
success; more often than not, however, it’s the path to failure.
passing up an opportunity may feel bad, you need to factor opportunity cost into
After all, there is such a thing as the Pareto principle, which is also referred to as the 20-80 rule. You may have heard this principle referred to as the principle of factor sparsity or the law of the vital few. The core of this idea is that roughly 80 percent of efficacy (or outputs) comes from approximately 20 percent of the inputs.
If you notice that you’re spending 30
percent of your time on a project that’s not bearing fruit, it’s time to
consider abandoning it. Instead of pouring even more resources, time, and money
into that project, chalk up your lost time as a sunk cost and cut out the dead
2. Finding Which Services
Generate the Most Revenue
The antithesis of finding which projects
aren’t working is using business intelligence systems to identify which services are generating the most
Of course, revenue is only one part of
the equation, and you need to factor in other metrics such as margins, profits,
sales cycles, and other similar concepts.
intelligence systems can use weighted metrics depending on your priorities to
aid the calculation of which services are the most potent additions to your
bottom line profits.
But without the right software, knowing
which services are your highest performers isn’t always apparent.
3. Determining Which Customers
To be frank, there are manual ways to
determine which customers to target. For example, good old fashioned trial and
error is one way to probe the market through advertising campaigns to see which
market segments respond best to your product or service.
In addition, many businesses create marketing personas to identify
and define their target audience.
But business intelligence software
provides an advanced, automated, and more accurate way of determining which
customers to target.
the old saying goes, marketing to everyone is akin to marketing to no one.
These days, advertising platforms
(Google, Facebook, etc.) have such highly advanced algorithms you can drill
down and sift through markets based on criteria like ethnicity, financial
status, language, age, gender, and more.
Some young businesses use a marketing approach where they throw everything at the wall and see what sticks.
Conversely, mature and practical
businesses who want to make every iota of their marketing budget count know
that they need to clearly define their audience before moving forward, and make
corrections with business intelligence insights along the way.
4. Cost Accounting
It’s common for some businesses,
especially small businesses, to lack an accounting department. As such, it’s
difficult for them to track costs.
Some try to track operational costs with software, such as QuickBooks. Others
forgo accounting for operational costs altogether and fail to streamline their
day-to-day operations, which hurts their bottom line.
The good news is that business
intelligence systems help automate the process of tracking costs to help free
up the business owner’s time, which he or she is typically short on, to begin
with. When you’re launching or running a small business, every dollar counts,
and you need to make sure you know where all of your money is going.
5. Identifying Slow Periods in
Different industries ebb and flow at
varying rates; however, while some sectors have noticeable tides, others do
For instance, a business selling
Christmas wares can clearly expect to receive the bulk of its business in
December. Likewise, a company selling water sports equipment will naturally expect
to have slower months during the winter.
Unfortunately, other industries aren’t so
black and white, and you may be failing to identify recurring lulls of revenue in your industry. And knowing when
business is going to drop – especially in cyclical patterns – is crucial to the
survival of your business.
the losses and missed opportunities your business would experience if you
decided to launch an online marketing campaign during the slowest time of year.
How much of your marketing budget would
be wasted? Would your business go the way of the dinosaurs because slackening
sales and profits would fail to sustain your business as you attempt to expand?
Business intelligence systems will help
uncover these periods so you can create better strategies to adapt to patterns
in your industry or niche.
How Business Intelligence
Systems Help Prepare Strategies for Emergency Scenarios
In addition to the benefits and
advantages of business intelligence systems mentioned above, note that they
also allow leaders to plan for disasters
and emergency scenarios.
If you don’t already have a safety net in
place, your business could be in for a world of hurt. Disaster recovery
strategies are a necessary part of running a business in the digital age.
many companies fail to backup and secure their data, which can incur
irreplaceable data loss when they least expect it.
But one of the most expensive factors
isn’t immediately obvious: downtime.
If your website crashes during one of the
busiest times of the year (Cyber Monday, for instance), each minute of downtime
equates to massive financial losses.
Just try to imagine how many sales you
would lose if your e-commerce site were unavailable for a full 24-hour period
during the busy time of year.
Furthermore, consider that downtime harms
your business in other ways too. Downtime and other aggravations reflect poorly on your business and can
damage your reputation.
Sadly, imprudent business owners don’t
understand that disaster recovery is a necessity and not a luxury, and claim
that they can’t find any room in the budget to implement a disaster recovery
Believe it or not, business intelligence
systems help business owners afford disaster recovery.
By improving the efficiency of the
business, increasing margins and profits, and tracking costs, you can free up funding. In doing so,
you can avoid disasters that would otherwise tank your business like the
iceberg that sank the Titanic.
As we move forward into the new decade,
it will be fascinating to see how quickly business intelligence systems
advance. Data has never been as crucial and accessible as it is today, and
software exists that can analyze the data faster and more deftly than a human
If you’re not already using business
intelligence insights, you’re leaving money on the table that you could
otherwise use for disaster recovery systems to prevent a catastrophe from
demolishing your business.