SAS Business Intelligence Interview

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SAS Business Intelligence Interview
Md Rashidul Hasan, Student (University), Sweden

Hi, I'm currently writing my masterís thesis. It's title is: "Sense Making in a Decision making Support Tool: A Case Study of SAS Business Intelligence".

According to Gartner, business intelligence is an umbrella tool. It is accessing analytic information to optimize the decision and performance. Using BI, the decision will be taken on the basis of analyzing the information that is extracted from the data. After the analysis the knowledge will increase and support the decision.

However to make an economic decision in businesses, a lot of information must be gathered. (Buchanan & Oíconnel, 2006). This information will come from the past activities of the organization as data to analyze for the decision making. This could be identified as sense making (Boland, 2008). According to the Ancona, D. (2012) sensemaking is the learning of culture, politics, and structure of new venture. It is also structuring a problem that has never be seen before.
In the business arena, sense making can mean the learning of a shifting market, consumer migration, new technology and also figuring out why a previous successful business model is no longer working. It makes the complex more simple and results in a higher level of understanding of the problem. When the understanding of the business involves intangibles then sense making is most often needed. (Heifetz, 2009).

According to Tsoukas and Chia, sense making is an intrinsic flux of human action resulting in a shape through some meaning and rules. (Weick et al. 2005). The meaning of the human action with some rules will form a new shape to human action to know about the sense making.

But sense making is past-oriented and decision making is future-oriented (Boland, 2008). For the scenes making up the history, past activities need to be considered and the decision making should be predictive of the future. On the basis of past activities the prediction could be made. In theory words, sense making is an action of retrospect and presumption which has connections with past experience. And decision making is future oriented. (Weick et al. 2005).

On the other hand, Business Intelligence is a decision support tool, which helps to make faster decisions. (Choudhury, 2011). And also it can improve the decision through a combination with sense making.

My paper is an endeavor to show the role of sensemaking in the decision support tool. After the literature review I found there are two phases in decision making, the first is logical and explicit and works to architect the decision. Then comes human intuition which is working for the decision making. Business intelligence software does the logical part and the user provides the human intuition. My interview is about how to you use your feelings, when you are using your business intelligence.

I was wondering if anyone could give me some opinions or ideas of if you are willing to give an email interview as a user of SAS Business intelligence regarding my thesis.
Thank you.


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