Identify your organization's strategic business
goals. Understand the impact of the external
drivers. A common cause of failure for BI decision-
support initiatives is that the objectives of these BI
initiatives do not align with the strategic business
goals of the organization.
Let the business representative work with a number
of business managers and business executives to
define the business value of the BI application. Help
him or her differentiate between the needs of
different business people. The level of detail,
timeliness, accuracy, security, and external data
needs will differ for senior managers, knowledge
workers, business analysts, sales and marketing
personnel, and external clients.
Concentrate your efforts on defining the business
case with business people from the marketing arm
of the organization. In many industries, marketing
personnel often serve on the forefront of BI
decision-support initiatives. Use their business
savvy to help identify business benefits, and call
upon their influence to sell the value of the BI
initiative throughout the organization.
Have a clear business driver. You cannot justify BI
costs (many range up to $25 million or more) unless
you have very specific business reasons to create
your BI application.
Keep it simple. Start with one business need
(business problem or business opportunity) that you
would like the BI application to satisfy. With a
flexible design, you can add more functionality later,
once the initiative has proven itself profitable and
once some comfort level has been attained.
Clearly state the financial consequences of the
current business problems and how these problems
could be resolved with a BI solution. Include this in
the cost-benefit analysis.