Abstract

The role of Business Intelligence (BI) enabled capability in contributing to better decisions such as decision making process and organizational success is studied in this research. Building on recent Big Data, Artificial Intelligence (AI) and data analytics advances, this research carefully explores the mechanisms by which BI transforms raw data to actionable insights in order to facilitate strategic and operational decision making. Data were collected from decision makers in the constantly evolving telecom & technology sector of Pakistan using a detailed quantitative approach. Our findings show that BI capabilities have a significant positive effect on decision making, and this effect in turn mediates BI initiative success. It not only improves on the existing literature with a twentieth century approach to understanding the enormous impact BI has on organizational performance, but also provides practical advice for those managers seeking to invest in BI in a more optimal way. This research highlights the critical importance of leveraging advanced BI tools in the current information driven business setting by elucidating how BI capabilities can improve decision making and organizational outcomes. The insights of this study will take the BI technology to its full potential by empowering the managers to utilize the BI systems to create an informed decision making culture and sustained competitive edge.

Keywords: Business Intelligence (BI), Decision-making, Organizational success, Data analytics, Data-driven decision-making