Business Intelligence systems allow firms to predict the long-term results of decisions, one expert has said.

A growing part of business intelligence is analytics, which companies can use to ensure that direct marketing and other projects are carried out “in a more targeted fashion”.

Nick Millman, UK and Ireland Lead at Accenture, explained that business intelligence makes it easier for firms to store data and make the best decisions.

“Business Intelligence benefits a business by providing the capability to collect, measure and analyse external and internal data to generate value for the organisation and to optimise performance,” he commented.

“It harnesses information to improve decision making and problem solving, financial management, regulatory compliance and customer service.”

By employing text mining into analytics, firms with telemarketing operations are able to view commentary from calls to measure customer service levels and make adjustments to any marketing campaigns.

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