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May 25, 2010
Embedded BI puts analysis software inside ERP and other real-time transaction systems. But you still must ask the right questions and make the right decisions.
The really strategic, bet-the-company decisions by CEOs get most of the attention. But what matters even more are the ones frontline employees make everyday--the operations, sales, marketing, customer service and other decisions that determine if a grand plan flies or flops.
That's why companies need smarter enterprise applications--and why apps such as ERP and CRM that are already critical to companies will increasingly be used to deliver so-called embedded business intelligence and analytics. Your company almost certainly has at least one BI system, and probably several. But is decision support delivered within the transactional interfaces that plant managers use to make production decisions? How about in the software that customer service reps use to guide interactions with each customer? "Executives can't just stand up at the front of a room and say, 'This is the new corporate strategy.' You have to make sure your organization executes on that strategy in every transaction," says decision management expert James Taylor, co-author of the influential book Smart (Enough) Systems (Prentice Hall, 2007).