The Need:

The business environment is changing, and it is becoming more and more complex. Organizations, both private and public, are under pressure that forced them to respond quickly to changing conditions and to be innovative in the way they run. Such activities require organisations to be agile and to make frequent and quicker strategic, tactical, and operational decisions, with more and more data available to inform them.

Making such decisions may require considerable amounts of relevant data, information and knowledge. The key part on this decision is the importance of having the correct data with the correct context so decisions are informed and precise.
To take a quick glance on how analytics are changing the world – did you know that sales teams can optimize the impact of multi-channel promotional investments by analyzing the response rates from past campaigns. They can focus on the right health- care professional (HCP), segmenting them into the right channel at the right time.

The concept

Business intelligence (BI) is an umbrella term that combines architectures, tools, databases, analytical tools, applications, and methodologies. BI’s major goal is to enable interactive access (sometimes in real time) to data, to enable manipulation of data, and give to managers and analysts the ability to conduct proper analysis.

This may drive you to the dashboards and different reports that your Business Intelligence area provides you to show how was the performance of Janssen vs the market in the last quarter… How Tremfya PsO performed when compared vs Cosentyx in the las wave of Harmony… Or, how Opsumit was able to differentiate vs bosentan in the last wave of Tracking Study… One element that you observe in all cases is the past tense! And this is to the fact that BI works as a descriptive analysis, explaining “What happened?” so you can define your strategy and priorities, given the business problems and opportunities to improve our products performance.

On the upcoming articles we will dive deeper on the different concepts related to Business Intelligence and how it serves to Analytics.