Keywords
digitalization
analytics
business
customer focus
business analysts
How to Cite
Abstract
In the rapidly changing world of business analysis, staying ahead of new trends is crucial for professionals who want to succeed in their roles. The purpose is to study modern business intelligence tools. It has been determined that the integration of artificial intelligence and advanced analytical tools allows business analysts to analyze larger volumes of data in greater depth, which contributes to more informed decision-making. The digitalization of the economy has a significant impact on business processes, and advanced business intelligence is becoming an integral part of strategic management. It has been established that advanced analytics includes several key areas, such as descriptive, predictive, predictive and prescriptive analytics, each of which plays its role in improving decision-making processes. However, the implementation of digital business intelligence is fraught with a number of problems: the complexity of tools, the need to test hypotheses, data synchronization, information quality, and underestimation of the importance of staff training. It is found that in 2024, special attention is paid to customer-centered analysis, which helps companies better understand customer needs, improve the quality of their service and adapt offers to their expectations. It is determined that new technologies and approaches are constantly emerging in the field of business intelligence. Key business intelligence tools have the latest technologies that simplify the process of studying information. These services and programs help to research and prepare data, as well as exchange it between several sources. The modern business intelligence tools are divided into categories: basic tools (Excel and its analogs, PowerPoint, Keynote, and presentation services); tools for working with data (SQL queries and programs used to work with large amounts of data and combine information from different sources, Miro, Visio, Camscanner and Smallpdf, SurveyMonkey, Google Forms, Typeform); BI systems and analytical platforms (Microsoft Power BI, Datapine, SAS, Tableau, Dundas, Infor Birst, SAP BusinessObjects, Oracle NetSuite, free alternatives: Orange, Google Data Studio, QlikView), marketing analytics (Google Analytics, Firebase Analytics, Amplitude, AppsFlyer). Using these tools, modern companies can significantly increase the efficiency of data management, make more informed business decisions, and successfully adapt to changing market conditions.
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