Business applications have failed to satisfy growing reporting and analytic needs of business users. To overcome this limitation, most IT organizations have embarked on implementing business intelligence solutions. The promise of BI solution is to provide reporting and analytics from disparate systems to all types of business users. However, carefully designed and developed BI solutions have not been successful in generating a higher user adoption. According to a study by TDWI in 2008, only 24 percent of the potential BI users are using BI solutions. The adage “build it and they will come” does not hold true. BI solutions that are designed fairly well, fail to increase end-user adoption and user engagement. While implementing the right tools and technologies for the solution plays a key role for any BI implementation, companies must effectively promote the BI solution in the organization.

Every company has a marketing team that promotes the right products to the right user segments. The function of the marketing arm is to collect data about consumers, align product marketing to specific customer segments and develop a comprehensive communications strategy for implementation. To reach the goal of pervasive business intelligence across the enterprise, rollout of the BI solutions should also be approached as a marketing activity. An integrated communications strategy aligned with the BI implementation strategy can provide effective promotion for the BI implementation and result in increased user engagement and adoption.

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