Business intelligence can be simplistically defined as using information effectively. The outcome of business intelligence is better decisions that improve and optimize business processes. However, Rob Ashe, president and chief executive officer of Cognos, contends that a business intelligence (BI) evolution is underway and that Cognos is positioned to lead this BI transformation.

According to Ashe, Cognos has been continually innovating to enable organizations to obtain the highest value from their investment in BI-related technologies. Ashe asks, "Can you move resources in advance of a change in the market? Can you realign costs in advance of a change in the market? Can you determine a trend that allows you to drive better customer acquisition?" The ability to strategically and tactically react by having the answers to questions of that type is invaluable and is the driver for, in Ashe's words, "an explosive opportunity."

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