Emerging trends and impact of business intelligence & analytics in organizations: Case studies from India

Business Intelligence & Analytics (BI&A) has an increasing impact on decision making and business performance within most organizations today. These organizations regularly invest in resources required for BI&A. What is the impact of this investment? Which functions of the business does BI&A impact? Are there any trends seen in the usage and effectiveness of BI&A? Are these trends different across organizations with different levels of BI&A capability maturity? The purpose of this study was to discover patterns in the usage and effectiveness of BI&A across organizations which are at different levels of BI&A maturity. In the first phase of the study, the data sample was taken from 145 organizations in India. It was analyzed using the data mining technique – k-means clustering. The organizations were grouped into six clusters based on factors influencing BI&A capability maturity. In the second phase of the study, one case organization is taken from each cluster to gain deeper insights. In-depth interviews were conducted with a respondent from each case organization to understand the state of BI&A, the usage and effectiveness of BI&A. The interviews were analyzed using thematic analysis method in NVIVO 12 plus. The study identified the key characteristics which represented the state of BI&A capability maturity in the organization cluster. Findings show that groups of organization which had higher maturity of BI&A capability were using BI&A across larger number of functional areas and also experiencing the effectiveness of BI&A in more areas than the organizations which had lower maturity of BI&A capability.