Traditional reports tell us WHO did WHAT WHEN, HOW MANY and HOW OFTEN.
They slice the data horizontally and vertically.
Advanced analytics helps us discover WHY.
Why did this person have more sales volume.
Why did this product flop and this one succeed.
Also included in the WHY scenario is the predictive analysis WHAT IF.
What if I lowered the price of widets by $0.02?
What if the snow fall increases next year or rain decreases?
Report Writers or Business Intelligence Developers are in the 'discovery' business.
We travel the world of data / uncharted waters searching for treasures.
The sponsors of our voyage are the business users / CEOs / etc.
Gaining insight can give your organization a competitive advantage.
You have to know where you came from, where you are and where you are going.
You have to minimize costs, maximize resources and provide a valuable product or service.
That's all there is too it.
WHO, WHAT, WHERE, WHEN, WHY, WHAT IF
The goal of Business Intelligence to answer these questions.
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