As the business intelligence market continues to grow and evolve, more companies, from huge enterprises to SMBs, are purchasing state-of-the-art business intelligence tools to make use of the data they collect.

However, though more business intelligence software is being acquired and implemented, adoption rates remain stagnant. That is particularly vexing in regards to digital marketing departments, which have already grown accustomed to working with a wide variety of data tools.

Why is this happening?

Over-reliance on IT

One issue that often hinders adoption of new analytical tools is that many platforms being implemented are heavily dependent on IT for day-to-day operations.

If marketing managers need to bother overworked IT teams to get answers to specific business questions, the process becomes cumbersome and the marketers (who should be the foremost consumers of these BI systems) quickly lose interest.

Unsurprisingly, this process has a negative effect on adoption.

This problem exists in companies that use legacy systems, which typically require a team of specialists (developers or external consultants) to create new reports or facilitate the addition of new data sources.

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ABOUT THE AUTHOR
image of Saar Bitner

Saar Bitner is vice-president of marketing at Sisense Business Intelligence Software, which simplifies business analytics for complex data.

LinkedIn: Saar Bitner