The impact of Business Intelligence (BI) tools on the effectiveness of marketing decision-making processes in organizations

In a world where an immense quantity of data is generated on a continuous basis, businesses are facing the challenge of identifying effective methods to capture the potential value embed- ded within this data and to enhance their understanding of their own company, as well as of the competitive landscape in which they operate. This is made possible by the subjects of big data management and business intelligence (BI). Together, these two elements represent a system of both technological and organizational components which enable company to analyze data, in order to make prediction and to respond effectively to market changes. A significant volume of research has been conducted in the field of business intelligence (BI). However, the subject of business intelligence is vast, and indeed, there are numerous gaps in the practical application of this system, particularly in the field of marketing. It is unclear what the process is from the data collection to the final decision and especially how practically BI tools influence this procedure. Therefore, the objective of this research is to examine this topic in depth, with a particular focus on elucidating the various facets of business intelligence and the role of business intelligence tools in marketing decision-making processes. Therefore, the objective of this thesis is to address the following research question: “How do Business Intelligence (BI) tools impact the effectiveness of marketing decision-making processes in organizations?” In addition, it addresses two research sub-questions: “What are the key fac- tors that organizations consider when selecting BI tools for marketing purposes?” and "How do these factors contribute to the overall success of marketing strategies?”. These questions assist in understanding how BI is integrated into company’s organizational systems and how it im- proves the marketing decision-making practically. This study employs a multiple-case study design with a sample of five Italian multinational com- panies. The methodology is based on a qualitative approach, with data collected through inter- views. The interviewees are employees working in either the marketing or business intelligence (BI) units of the companies, and the interviews were conducted in either Italian or English. The results of the thesis demonstrate that the most prevalent BI tools in the sampled companies are Excel and Power BI. The factors that inform decision-making are the automation of processes and the subsequent increase in speed, efficiency, and effectiveness. These characteristics are of particular importance in an environment characterized by a high volume of data, which requires the ability to process and analyze it effectively. Finally, the BI system is a support for the human factor, with both working in conjunction and a high dependency between the two.