Business Intelligence: Case Story

Consider an example of a “smart” business – Profit: The business of Technology, a professional trade journal offered free to qualified individuals.

To qualify, readers must complete a questionnaire asking for information such as whether the reader has the authority to purchase new equipment and what computer hardware and software the reader’s company plans to purchase.

Profit uses this information to help select article topics and to market their magazine to advertisers, who pay for the privilege of reaching highly qualified potential customers.

This is just one example where Business Intelligence is indispensible in transforming data with customers’ characteristics into meaningful, classified information and using it to reach out sponsors.