BUSINESS INTELLIGENCE (BI) AS A MANAGEMENT TOOL HELPING IN DECISION MAKING

Abstract

Decision making is a complex cognitive process, different from the instinctive and immediate reaction, which aims to select a type of action among different alternatives. This process is theoretically based on selection criteria and an analysis of issues and options and leads to a final choice. This process is theoretically based on selection criteria and an analysis of the issues and options and leads to a final choice. Rational decision making is essential for a company. However, making decisions is not easy, as those who decide commit themselves and, therefore, need to take risks. The fundamentals of Business Intelligence (BI) revolve around collecting, modeling and restoring a company's diverse and varied data, promising to facilitate decision-making within it. In this perspective, the present work has as general objective to analyze how Business Intelligence can help in a company's decision making. Specifically, this article sought to: conceptualize Business Intelligence; discuss the reality of the BI market; and describe the impact of persuasion on business relationships. In order to achieve the proposed objectives, an explanatory and bibliographic research was carried out, using the literature review in materials already prepared: books, scientific articles, magazines, electronic documents and encyclopedias in the search and allocation of knowledge on the proposed topic. It was concluded that Business Intelligence brings together the tools and methods to transform raw data into meaningful information in the context of decision making. The objective is to improve the company's efficiency by taking advantage of the digital transformation that is making the business intelligence market increasingly heated.