This is the way I see "Reporting vs Business Intelligence".
Suppose someone was repeatedly smashing your thumb with a hammer.
You could create a report on it, the time, date, repetition, frequency, strength, variations.
That would tell you everything you need to know about the occurances.
Business Intelligence would be to get that report into the hands of a person, who in turn, stops the hammer from smashing your finger.
Because the report led to an actionable event, for the good in this case.
The evaluation of data, over time, consolidated into a report, distributed to a person of influence, where an action was taken, to improve the system = Business Intelligence.
That's my take on it.
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