All this talk about "operational BI" and "pushing intelligence to decison-makers" is mostly just theory, right? No, it isn't. And nothing illustrates better than example.As Ellen Steck says, "Equipment rental is a local business." She'd know. She's the VP of marketing at RSC Equipment Rental, which has offices throughout the United States.
Analyzing customer data with a centralized staff of analysts wasn't working for RSC. So the company pushed information out to regional honchos and even salespeople. Now they can make marketing decisions based on the best intelligence most appropriate to their areas.
And the company didn't even fire its centralized BI analysis staff.
For more, check out Ellen's story.