What Is Business Intelligence, and Why Do You Need It?

What is business intelligence?

Business intelligence is an umbrella term for the strategies, processes and technologies companies use to turn data into better decisions.

At its core, BI transforms raw data into actionable insights. These systems pull together information from across your business — sales, inventory, customer interactions, financial metrics and more — and convert it into reports, dashboards and analytics that reveal trends, risks and opportunities.

How does business intelligence work?

The term “business intelligence” first appeared in the 1960s to describe systems for sharing information across departments. Today, BI tools have evolved into powerful platforms that allow for self-service data management and digital analysis.

Modern BI systems process information in stages. First, raw data is collected from sources like point-of-sale systems, CRM platforms and website analytics. Next, the data is cleaned and standardized before being stored in warehouses or cloud repositories. Finally, data analytics tools turn this organized data into dashboards and reports that business leaders can access on demand, often through mobile apps or web browsers.

Along the way, BI uses techniques such as:

• Data cleaning
• Data mining
• Data visualization
• Descriptive analytics
• Performance metrics and benchmarking
• Queries and reports
• Statistical and visual analysis

These methods don’t just provide answers — they often raise new questions. By digging deeper into your data, you can spot growth opportunities, identify risks and plan for the future with more confidence.

Many BI platforms also include interactive dashboards and real-time performance scorecards. By presenting information in charts, heat maps and trend lines, they make complex metrics easier to understand and speed up business decision-making across your organization.

How can small businesses use business intelligence?

For small businesses, the right insights can be the difference between modest growth and a real breakthrough. Business intelligence helps uncover industry trends, highlight marketing opportunities you might otherwise miss, and reveal what customers truly want from your company. With that knowledge, you can fine-tune operations, improve customer experiences and stay one step ahead of competitors.

Here are some practical ways small businesses can put BI to work:

• Track sales performance to see what’s working and where improvements are needed.
• Spot industry trends by pulling together data from multiple departments.
• Monitor operations such as manufacturing processes, employee performance and company-wide goals.
• Generate reports and visualizations that make complex data easy to understand.
• Stay competitive by using historical and real-time data to guide smarter decisions.

Tools for better business intelligence

Today’s business intelligence tools are built for companies of every size. Many run in the cloud, so you don’t need heavy IT resources to get started. Some focus on a single function, while others bundle everything into one platform. Knowing the different types can help you decide which tools make the most sense for your business.

Here are some of the most common options:

• Ad hoc analytics: Self-service tools that let users build custom reports and answer specific questions without relying on IT.
• Collaborative BI: Software that integrates with third-party apps to make sharing and teamwork easier.
• Data visualization: Tools that turn data into charts, graphs and dashboards to reveal patterns and correlations.
• Extract, transform and load (ETL): Software that gathers, cleans and prepares data for analysis.
• Location intelligence: Combines business data with geographic context for mapping and regional insights.
• Mobile BI: BI tools optimized for smartphones and tablets.
• Online analytical processing (OLAP): Handles complex queries in a multidimensional format.
• Open-source BI: Free software options that don’t require subscriptions or license fees.
• Operational and real-time BI: Platforms that integrate live data so it can be used immediately.
• Software-as-a-service (SaaS) BI: Subscription-based, cloud-hosted BI platforms.

Advantages of incorporating business intelligence

Using business intelligence tools can bring your organization some distinct advantages, including the following:

• Traced accountability: BI tools create business transparency by tracking individual and team performance metrics in real time. Shared dashboards let everyone see progress toward goals, which boosts ownership and reduces finger-pointing between departments. This visibility also helps managers spot bottlenecks quickly and recognize top performers based on objective data rather than subjective impressions.
• Increased productivity: BI improves productivity in several ways:
  • Businesses of any size can generate custom reports.
  • Automated data collection reduces labor and resource costs, improving cash flow.
  • By eliminating repetitive tasks, BI tools free employees to focus on higher-value work.
  • Self-service reporting minimizes the need for IT intervention or outside consultants.
• Streamlined processes: BI gives companies access to a wide range of data that can streamline operations, remove bottlenecks and set measurable standards. Real-time reporting supports faster, more confident decision-making. For example, retailers can use BI to better manage inventory by identifying and responding to sales patterns and seasonal trends. If some products sell faster than expected, the system can automatically trigger reorder alerts to prevent stockouts, reduce excess inventory and avoid lost sales.
• Competitive advantage: By analyzing customer behavior, purchase history and market trends, BI tools help businesses anticipate shifts before competitors do. In fact, Gartner projects that by 2027, half of all business decisions will be augmented or automated by AI agents for decision intelligence. This highlights how quickly BI and AI are becoming standard tools for staying competitive.
• Improved customer experience: BI doesn’t just help your team; it also benefits your customers. By connecting phone records, live chat transcripts and purchase histories, BI tools give support staff a complete picture of each customer. With that context, your team can resolve issues faster, build stronger long-term relationships, and provide personalized, excellent customer service.

Disadvantages of incorporating business intelligence

Before you dive into business intelligence, keep these potential drawbacks in mind:

• Cost: BI pricing depends on your company’s size and needs. Cloud-based solutions for small businesses often run between $3,000 and $10,000 a year, while enterprise systems can climb well past $150,000 annually. To avoid overspending, start with a free or low-cost tool like Looker Studio or Microsoft Power BI’s free version before scaling up.
• Complexity: BI tools can be complicated to set up and manage. Some companies need outside help for onboarding and training, and combining multiple tools often leads to overlapping or confusing data. To avoid this, look for an all-in-one platform or use a third-party data connector to integrate your data sources.
• Cybersecurity risk: BI platforms handle sensitive information, which makes security a top concern. IBM’s 2025 Cost of a Data Breach Report found that the average breach costs $4.4 million. Protecting your BI system from a data breach means choosing vendors with strong security practices and carefully limiting which data the tools can access.
• Employee resistance: New tools can meet resistance. Some teams may quickly see the benefits, while others may view BI as cumbersome and avoid using it. Choose intuitive software, provide clear goals and training, and highlight quick wins to build adoption across departments.

Business intelligence vs. competitive intelligence vs. business analytics

The terms “business intelligence,” “competitive intelligence” and “business analytics” often get used interchangeably, but they’re not the same. Each serves a different purpose in helping companies understand data and make better decisions.

• Business intelligence: BI focuses on descriptive analytics, explaining what happened and why. Dashboards and reports give you a clear view of current performance so you can make informed, day-to-day decisions based on historical and real-time data.
• Competitive intelligence (CI): CI looks outward, gathering insights about competitors, market conditions and industry trends. While BI focuses on your internal data, CI helps you spot external threats and opportunities so you can position your business strategically.
• Business analytics (BA): BA goes beyond BI’s descriptive approach. Using predictive and prescriptive models, it answers “what will happen” and “what should we do.” By applying advanced statistics and machine learning, BA helps forecast outcomes and recommend actions.

Business intelligence vs. artificial intelligence

Business intelligence and artificial intelligence (AI) often work side by side, but their core roles are different.

• Business intelligence: Business intelligence organizes and presents existing data; you then interpret it to make the best decisions possible. Think of it as a sophisticated reporting tool that answers questions like, “What were our sales last quarter?” or “Which products deliver the best margins?” BI gives you a clear view of what’s happening inside your business.
• Artificial intelligence: AI takes things further by using machine learning to predict outcomes and even automate decisions. It can pick up on customer sentiment in support tickets, forecast demand with many moving parts, or fine-tune pricing without human input. In everyday use, AI powers chatbots that handle customer questions and recommendation engines that suggest the right products in real time.

In short, BI shows you what’s happening, while AI can act on that information. Together, they give businesses a more powerful way to understand data and stay ahead of the competition.