A marketing and eCommerce company had been using traditional tools like Oracle Business Intelligence Applications (OBIA) and Oracle Business Intelligence Enterprise Edition (OBIEE) for an extensive period. However, the client was not achieving their goals because the platform was not agile or powerful enough to meet the ever-increasing needs of the business. Both OBIA and OBIEE are complex systems to learn and use, especially for the client’s non-technical business users. Integrating OBIA and OBIEE with other systems and data sources was also proving to be challenging for the customer. The process was both difficult and time consuming to bring new data sources into the data warehouse itself. Also, there was no ad hoc access to the data which meant that users had to manually extract and merge data from multiple reports to gain anything of value. Although OBIA & OBIEE do offer some self-service reporting and dashboard features, they are not as intuitive and user-friendly as modern self-service analytics tools. In fact, these traditional reports and dashboards required a significant amount of technical skills, typically requiring the client’s business users to request new reports or changes from the IT department. This dependency was slowing down the decision-making processes that hindered the agility of the customer’s business users. The client needed a much more efficient solution to address their critical business requirements for growth.
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