Journal of Intelligence Studies in Business Vol. 13 No. 1 (2023) pp. 43–52 
Open Access: Freely available at: http://jisib.com/ 

The Role of Business Intelligence Tools in the Decision  

Making Process and Performance    

 

Tamara Maaitah 

Northern Boarder University, Jordan 

tamara_shahemnashmi@yahoo.com 

 

Received 22 February 2023 Accepted 28 March 2023  
 

ABSTRACT In the current turbulent business markets, the way companies address and tackle 

unexpected events is reflective of its success. Different varieties of technological tools have been 

created to assist in overcoming unpredictable and unexpected events in businesses that cold 

impact them, and one such tool is the business intelligent. Such systems assist in gathering 

data concerning business operations and environments transforming information into 

something that can be easily understood. Major firms have adopted big data analytic systems 

but this does not hold true for most universities and organizations literature has yet to present 

the way business intelligence tools affect businesses of different types. Therefore, in this study, 

the impact of business intelligence tools on the decision-making and performance of public 

universities in Jordan is investigated.  

This qualitative study was conducted on 200 members in 10 chosen universities. Based on the 

interview results, BI tools deployed in the universities assist in facilitating timely decision-

making, enhances efficiency of performance and meets client’s needs suitably, leading to 

employee satisfaction. 

 

KEYWORDS: business intelligence tools, competitive advantage, customer satisfaction, 

employee satisfaction and universities.  

JEL Classification: M15 

 

1. INTRODUCTION 

 

There are two fundamental meanings to 

business intelligence (BI) based on its 

relationship with the term, ‘intelligence’. The 

first less often used meaning is the capacity 

of human intelligence used in business 

activities or affairs. In other words, business 

intelligence as a new field of investigation of 

the application of the human cognitive 

faculties and AI technologies to decision-

making and management support for 

resolving business issues. The second 

meaning is related to intelligence as valuable 

information where value is in terms of 

currency and relevance – it refers to expert 

information, knowledge and technologies 

used in managing businesses. Under this 

meaning, business intelligence is a general 

category of applications and technologies 

used for collecting, accessing, and analyzing 

data to assist in decision-makers to make 

informed decisions. Moreover, business 

intelligence is a term that indicates the 

ownership of comprehensive knowledge of 

the entire factors affecting business and 

thus, firms need to known about these 

factors (e.g., customers, rivals, business 

partners, economic surrounding and internal 

operations) for effective and informed quality 

business decisions. Moreover, a distinct 

business intelligence field referred to as 

competitive intelligence is focused only on 

the external competitive surroundings of the 

firm. The firm collects information regarding 

the competitors’ actions and makes decisions 

on its basis. No serious attempt has been 

made to gather internal information.  

However, in current business organizations, 

because of automation, technological 

development and increasing standards, vast 

amounts of data are being generated, and 

data warehouse technologies have been 

developed for data storage. Such warehouse 



44 

 

 

technologies include Improved Extract, 

Transform, Load (ETL) and Enterprise 

Application Integration tools enabling timely 

data collection. Similarly, OLAP reporting 

technologies enabled the faster reports 

generation which carries out data analysis. 

On the whole, business intelligence has 

become an art of going through vast data 

amounts, extracting what is important, and 

transforming it into knowledge that is useful 

for decision-making. Therefore, in this paper, 

the author examines the BI concept, its 

components, emergence, benefits, and the 

factors that influence it, technology 

requirements, BI design and 

implementation, cultural imperatives and 

different BI techniques. The paper would 

contribute to the understanding of the basic 

concepts of BI. 

 

2. BUSINESS INTELLIGENCE 

Business intelligence is the process of 

obtaining vast data mounts, analyzing them 

and presenting them in the form of quality 

reports that contain a summarized version of 

the data essence based on business actions, 

allowing management to make daily 

business decisions (Abusweilem & 

Abualoush, 2019). According to (Alyan, 

2022), BI is a method of enhancing the 

performance of business through the 

provision of robust assistance to decision-

making, enabling access to actionable 

information. Essentially, BI tools are 

technology that facilitates efficient business 

operations through the provision of increased 

value to information for effective use. BI, 

based on Alzghoul et al. (2022) refers to the 

process of gathering, treating and diffusing 

information to reduce uncertainty in 

decision-making. Other researchers 

described it as a business management term 

that describes applications and technologies 

functioning together to collect, access and 

analyze data concerning the business for 

informed decisions.  

Moreover, Arefin et al. (2022) described one 

of the fundamental characteristics of BI tool 

as its ability to gather data from a source 

that is heterogeneous and through the use of 

advanced analytical methods, the demands 

of users can be met. BI technology was 

classified by Bach et al. (2018) based on the 

information delivery method, namely 

reporting, statistical analysis, ad-hoc 

analysis and predictive analysis and the 

Gartner Group brought up the BI concept 

and defined it as, a set of methodologies and 

technologies (J2EE, DOTNET, Web Services, 

XML, data warehouse, OLAP, Data Mining, 

representation technologies, among others, 

to enhance the effectiveness of enterprise 

operations, and support decision-making for 

competitive advantages.  

In the current times, BI is no longer a new 

technology but rather it is considered as an 

integrated solution for firms that focus on 

their requirement as a key factor driving 

technology innovation. Thus, the way key 

business issues are identified and addressed 

is the major challenge of BI applications to 

achieve valuable impact on business. BI was 

stated to include effective data warehouse 

and reactive element that oversees the time 

critical operations, enabling tactical and 

operational decision-makers to modify their 

actions based on the strategy of the company 

Božič, K., & Dimovski, 2019). Another 

definition came from Chen & Lin (2021), who 

described BI as the result of in-depth 

analysis of detailed business data, with the 

inclusion of database and application 

technologies and practices of analysis. The 

authors further extended the definition of to 

include technical tools that cover knowledge 

management, decision support systems, 

enterprise resource planning and data 

mining. Other authors included several 

software for Extraction, Transformation and 

Loading (ETL) data warehousing, database 

query and reporting under BI (Gauzelin & 

Bentz, 2017) as well as 

multidimensional/online analytical 

processing (OLAP) data analysis, data 

mining and visualization. 

 

3. BUSINESS INTELLIGENCE 

TOOLS 

 

The following are tools of BI: OLAP (on-line 

analytical processing) – this is the way 

business users can go through data through 

the use of sophisticated tools that enable 

dimensional navigation (e.g., time and 

hierarchies). OLAP provides 

multidimensional, summarized business 

data and is utilized for the purpose of 

reporting, analysis, business modeling or 



45 

 

 

planning optimization. OLAP has methods 

and tools that are useful in working with 

data warehouses or data marts created for 

state-of-the-art enterprise intelligence 

systems. The systems are essentially used to 

process questions directed towards trends 

determination and critical factors analysis. 

Reporting software produces the aggregated 

data views to maintain an informed 

management concerning their business 

status. 

BI tools used for storing and analyzing data 

like data mining and data warehouses, 

decision support systems and forecasting, 

document warehouses and document 

management, mapping, information 

visualization, and knowledge management. 

This also includes dash boarding, geographic 

information systems, management 

information systems, trend analysis, 

software as a service (SaaS), advanced 

analytics, and forecasting/predictive 

analytics, which leverages statistical 

analysis methods for the prediction of 

accurate facts measurements.  

Corporate Performance Management 

(Portals, Scorecards Dashboards) – under 

this category, a container exists for the pieces 

to plug into in order to create an aggregate 

story; for instance, a balanced scorecard 

displays portlets for financial metrics 

coupled with universal learning and growth 

metrics. In this regard, real time BI enables 

the real time distribution of metrics using 

email, messaging systems and interactive 

displays.  

Data Warehouse and Data Marts – this is an 

important BI component, which is subject 

and oriented and integrated. It supports the 

physical data propagation through the 

several enterprise records integration, 

cleansing, aggregation and query tasks. 

Often times it contains the operational data, 

which is referred to as updateable set of 

integrated data used for the wide tactical 

decision-making in the enterprise. It 

constitutes live data and not snapshots with 

minimal history retained.  

Data Sources - data may be sourced from 

historical data, operational data, external 

data, market research firms, online data or 

information from an existing data 

warehouse. Also, the data sources may take 

the form of relational databases or data 

structure supporting the existing business 

applications, and they may also exist in 

various platforms and can possess structured 

information (e.g., tables, spreadsheets) or 

unstructured ones (e.g., plaintext files, 

pictures and multimedia information).  

Moving on to data mart, it is referred to as a 

collection of subject areas that are organized 

to support decisions that are made by specific 

departments, with every department, having 

their separate data mart. Marketing data 

mart is similar to other data marts but it 

should be noted that individual departments 

do have their own hardware, software, data 

and programs that comprise the data mart 

and each interpret their data mart’s 

structure that meets specific needs.  

Moreover, data marts are like data 

warehouses in that they store operational 

data that is useful for strategizing based on 

past trends and experiences analysis. The 

major difference is that the data mart is 

developed based on distinct, pre-defined 

needs for a specific grouping and 

configuration of chosen data – which is why 

there can be several data marts within a 

business enterprise. It can support a specific 

function, process or unit in the business 

organization and it is a collection of subject 

areas organized to support decisions of a 

specific department concerning its needs.  

BI tools have been extensively accepted as 

the new middleware between transactional 

applications and decision support 

applications, thereby decoupling systems 

focused on facilitating business transactions 

efficiency from those focused-on business 

decisions support efficiency. BI is capable of 

decision support, online analytical 

processing, statistical analysis, forecasting 

and data mining. 

 

4. ISSUES IN BI: EXPERTS 

DIFFERENT VIEWS OF BI 

 

Experts in data warehousing consider BI as 

a supplementary system that is still a 

novelty. They view it as a technology 

platform that supports decision-making and 

it appears that data mining experts also view 

it as a set of advanced decision support 

system coupled with data mining methods 

and algorithms applications. In the 

viewpoint of statisticians, BI is a forecasting 



46 

 

 

analysis-based tool that has several 

dimensions. It has been mentioned time and 

time again that the key to BI system success 

is the consolidation of data from various 

different enterprise operational systems into 

an enterprise data warehouse but in the case 

of universities, a full-fledged enterprise data 

warehouse is still a rarity because of the 

effort scope required towards the 

consolidation of the whole enterprise data.  

According to Daradkeh et al. (2022), because 

of the newly emerging highly dynamic 

business environment, only enterprises that 

are competitive will be successful in 

sustaining their market status. With regards 

to universities, they can only stand out if 

they leverage information on their market 

place, customers and operations to grab 

business opportunities. In this regard, the 

right information needs to be analyzed and 

several commonly used surveys like Gartner, 

Forrester and International Data Center 

indicated that majority of the firms all over 

the world are inclined towards investing in 

BI, with the top major investments poured 

into Enterprise Resource Planning (ERP) 

and Customer Relationship Management 

(CRM) in the past decade because due to the 

information gathered by the systems most of 

them achieve competitive advantage. The 

main objective of any corporate entity is to 

aim for the right access to information at the 

right time and thus firms need to facilitate 

information analysis and application to 

make timely decisions for their operations 

and processes. This may be exemplified by 

the marking of seasonal merchandise or 

provision of specific customer 

recommendations, where the firms have to 

access information as fast as they can and 

through the implementation of smarter 

business processes like business intelligence 

tools, such processes may influence the firm’s 

bottom line and value of returns. 

 

5. FUTURE OF BUSINESS 

INTELLIGENCE 

 

In the rapidly evolving business world, 

consumers demand efficient and timely 

services and to remain competitive, it is 

crucial for firms to meet or exceed the 

consumers’ demands or expectations. Firms 

need to largely depend on BI systems to be 

able to lead trends and future events. BI 

users have been demanding real time BI or 

the next best thing, specifically to use in 

their frontline operations, expecting to 

obtain up to date information in a way that 

is similar to monitoring stock quotes online. 

In other words, weekly/monthly analysis is 

no longer sufficient and in the near future, 

businesses will become dependent on real 

time business information in the same way 

that they obtain information by just clicking 

on the internet. The near future also sees 

businesses to expect democratized 

information whereby university users will be 

enabled to see information on their specific 

segment in light of performance. The future 

demands BI tools to increase to match the 

increase in the expectations of consumers. 

Therefore, it is crucial for businesses to 

increase the pace of services to remain 

relevant. 

 

6. REASONS FOR ADOPTING 

BUSINESS INTELLIGENCE 

 

In the context of universities, BI facilitates 

accurate and informed decisions and hence, 

it can function as a tool of competitive 

advantage – this is particularly true for firms 

that extrapolate information from indicators 

in their surroundings, based on which they 

can accurately predict future trends and 

economic conditions. After gathering BI 

effectively and proactively used, decisions 

can be made for their benefit, with the 

ultimate aim being to improve the timeliness 

and quality of information generated. This is 

akin to having a lead on a race with the clear 

road ahead. BI reveals the firm’s position 

compared to its rivals, customer behavior 

changes and patterns of spending, firm 

capabilities, market conditions, future 

trends, demographic and economic 

information, and social, regulatory and 

political environment. 

 

7. RESEARCH METHOD 

 

This qualitative descriptive study used semi-

structured interviews with members of the 

universities for data collection regarding BIT 

issues (Grublješič et al., 2019) and the 

emerging themes deciphered from the 

interviews were highlighted. Two hundred 



47 

 

 

(200) research participants were recruited 

from public Jordanian universities staff the 

semi-structured interview (refer to Appendix 

I and II) comprised of questions concerning 

BIT aspects and the participants were 

queried on each of them after which the 

answers were coded and analyzed and the 

emerging themes listed (refer to Table 1). 

 

Table 1. A summary of universities 

academic staff responses on several parts of 

BI tools 
No% Yes% Business Intelligence 

tools Aspects Tested 

Through Interviews 

65 50 Placement of Business 

Intelligence tools 

80 20 Usage of Business 

Intelligence tools at all 

universities levels 

60 40 Difficulty of the Business 

Intelligence tools 

deployed 

80 30 Obtainability of expert 

staffs for accomplish 

Business Intelligence 

tools 

10 90 Business Intelligence 

tools support in decision 

making 

10 99 Different influences of 

Business Intelligence 

tools different than 

helping in decision 

making 

5 95 Awareness on 

maintenance of the 

practice of Business 

Intelligence tools 

 

8. RESEARCH RESULTS 

 

On the basis of the obtained results, the 

summarized responses of the respondents 

concerning several BI system aspects and the 

perceptions of universities academic staff are 

displayed in Table 1 and Table 2. 
 

No% Yes% Business intelligence 

tools aspects tested 

through junior employee 

interviews 

90 20 Practice of at the 

universities 

90 30 Familiarity with BIT 

35 75 BIT influence on 

employee production and 

presentation 

30 70 BIT impact on firm 

performance 

20 90 Opinions on continuation 

of BIT use 

 

9. ANALYSIS  

 

The themes that emerged from the interview 

responses were regarding BIT deployment 

and use among universities from the 

perception of junior employees and 

managers. 

 

9.1. BIT Deployment and Usage 

 

Majority of the universities have not 

deployed BIT and among the 50 top 

management employees who were part of the 

interviews, only 45% acknowledged their 

universities implementation of BIT. The 

junior employees were generally unsure as to 

their universities have implemented BIT or 

not, and only 15% were of the consensus of 

BIT use. From the managers, 19% indicated 

the use of BI throughout the levels of 

universities, indicating the deployment and 

use of BIT has not yet proliferated 

throughout all the employees. The results 

are consistent with (Vallurupalli, & 

Bose,2018) result which showed that small 

businesses have not completely embraced 

BIT. The authors proceeded to explain that 

the costly BIT are the reasons for their 

economic unfeasibility for universities and 

this makes them unattractive to such 

institutions. Universities are often on a tight 

budget and are thus convinced that BIT 

investments would be a waste of resources.  

The second barrier to universities adoption of 

BIT is the lack of IT systems in the 

institutions as noted Wahua & Ahlijah 

(2020). It appears that small business 

entities lack sufficient computer equipment 

for hosting BIT (Yiu & Cheng, 2021; Tripathi 

etal., 2020). Generally speaking, computer 

equipment’s are capital intensive and 

universities just do not have enough budget 

to invest them being cost-saving institutions 

and thus, this limits their opportunities to 

adopt BIT. According to Yeboah-Boateng and 

Tripathi et al., (2020) universities lack the 

right installation capabilities and they are 



48 

 

 

not inclined towards business functions 

online as this may compromise security. In 

cloud-based services, business intelligence 

functions are sometimes hosted online and 

thus, owing to the universities lack of trust 

in online processes, they prefer not to adopt 

BIT. 

 

 

9.2. BIT Complexity and Availability of 

BI Maintenance Personnel 

 

Another theme that arose from the 

interviews is the lack of available skilled BI 

maintenance personnel and BIT complexity. 

Based on the results, majority of the 

managers (61%) are of the consensus that 

BIT implementation would be full of 

complexity and 39% stated that they only 

have basic BIT in their firms. Moreover, 

regardless of the confirmation of the majority 

of respondents that universities have 

deployed complex BIT, the results indicated 

that personnel needed to maintain the 

systems are lacking. The results showed that 

only 25% of the managers agreed to the 

capable handling of their skilled employees 

of BIT, and the managers’ responses are 

aligned with those of the employees in that 

20% of the latter possess BIT knowledge. 

Therefore, universities who had enough 

skilled employees been the ones who 

embraced complex BIT.  

In a related study, Huang et al., (2022) 

described complexity as the level to which an 

innovation is viewed as difficult to 

understand or use. In this regard, complexity 

remains one of the barriers to 

innovation/technology adoption as less 

complex technologies are more likely to be 

adopted compared to complex technologies, 

which is why in the former, high adoption 

rate was noted (Jaklič et al., 2018). BIT 

complexity stems from the mathematical 

functions that are useful for predicting a 

specific phenomenon to resolve an issue. 

Skills in IT are crucial for BIT use (Jaradat 

et al, 2022). The interviews revealed that 

majority of the employees do not have 

sufficient knowledge on BIT and this could 

have been affected by their lack of IT skills. 

 

Added to the IT skills are the mathematical 

skills which are needed for BIT adoption and 

use. Universities lack the resources and 

personnel for BIT management – they have 

limited resources that may prevent them 

from adopting BIT (Jayakrishnan et al., 

2018). Furthermore, universities have high 

rate of failure in attracting qualified 

personnel for BIT management as they do 

not have the resources to pay them. 

 

9.3. Impact of BIT on Universities 

performance 

 

The third theme noted in the interviews is 

the impact of BIT on the institutions of 

higher learning as based on the results, 89% 

of the interviewed managers contended that 

BIT facilitate decision-making in their 

institutions. For instance, one of the 

managers admitted, “Our company, though 

categorized as a university has deployed BIT, 

which provide real-time data”. Information 

from BIT is essential for a lot of processes, 

like the registration of low number of sales 

which was later attributed by the system to 

the expensive price of the product. This 

information is real-time stemming from 

market intelligence, enabling the companies 

to resolve the product price, and ultimately 

enhance sales”. This admission shows that 

BIT is capable of providing technological 

tools that facilitate decision-making based on 

accurate data. Essentially, owing to the high 

uncertainty in market trends and the 

competitiveness, valuable information is 

difficult to come by and in this regard, BIT 

enable business efficiency as they generate 

timely information for decision-making. 

Aside from generating such information, BIT 

also provides data quality in that 

information is free from error and highly 

analyzed, ready for the leaders to interpret 

the results. BIT is thus significant as it 

enables firms to identify changing trends 

and emerging threats to resolve them before 

they can do any damage. According to one of 

the respondents, “In our company, we rely on 

business intelligence solely for market 

scanning. 

The interview results are consistent with 

Khan., (2022), who contended that a firm 

needs constant provision of information 

regarding consumer behavior and changing 

preferences and this is provided by BIT in a 

timely manner so that informed decisions 



49 

 

 

can be made (Masa’Deh et al., 2021). 

Apparently, BIT is crucial for assisting 

leaders of companies to take timely decisions 

and front-line employees and executives to 

make informed decisions. BIT include 

historical data and combine it with real-time 

data as needed by the business leaders, 

empowering them to make quick decisions 

with confidence as the provided information 

is valid and reliable. The system generates 

information based on the past while at the 

same time considering the present situation, 

and incorporating expected changes (Torres 

et al., 2018). They extract factual data from 

a vast amount of unstructured data and 

transform it into meaningful and actionable 

reports, which is important for making 

informed decisions in the universities. 

Businesses largely depend on BIT to source 

reliable data for their decisions and aside 

from reliable information, BIT also has 

several other benefits.  

The interview results showed that almost all 

of the interviewed managers (95%) were of 

the consensus that BIT provides several 

benefits aside from timely decision making. 

For instance, one of them contributed that, 

“BI is not just amount timely decision-

making as it helps businesses in many other 

ways, like providing vital information used 

to mitigate errors in production, enabling the 

company to achieve efficiency in operations”. 

Notably, one of the benefits of BIT that were 

mentioned by the managers is the increased 

efficiency and productivity of the 

universities. This is consistent with Melo & 

Machado (2019), who stated that informed 

strategic decisions obtained from BIT are 

important in enhancing efficiency in 

operations and productivity in business. In 

this line of argument, BIT is capable of 

analyzing emails and chats between 

customers and the company to determine 

customer characteristics and demands, 

paving the way form higher strategic plans 

to address such needs through enhanced 

operations for competitive advantage and 

goal achievement.  

From the interview results, the interviewees 

perceived that BIT provides information that 

is important and accurate directed towards 

enhancing the company’s efficiency and 

productivity. BIT was also mentioned to 

affect return on investments (ROI) and 

similar to this, Wieder Nithya & Kiruthika, 

R. (2021) revealed that BI paves the way for 

businesses to mitigate costs, increase 

revenues and profit margins and it impacts 

ROI by offering a cost-effective method of 

collecting business information. Businesses 

used to channel vast amounts of cash to 

conduct market research to obtain 

information how to increase their efficiency 

but currently, BI provides cost and time-

saving strategy of gathering the same if not 

more information. Hence, financial resources 

that were used to carry out market research 

can be directed towards other functions that 

need it. The ROI is also affected by BIT as 

they enhance the productivity of employees 

(Nuseir et al., 2021).  

As for the interviewed employees, majority of 

them (70%) were in agreement that BI 

fosters their work performance and 

productivity, and in turn, enhance the 

overall company performance. One junior 

employee stated, “Our company has made 

use of BIT as a norm in all operations. At the 

onset, after the system’s implementation, we 

thought that it was a way for the leaders to 

control use but eventually we were convinced 

that the system noted each employee’s 

productivity, which is a vital owing to the 

need to support and empower those who are 

low-performing. The report may also be used 

by managers and supervisors to find the 

right strategy to motivate low-performing 

employees to enhance their performance and 

thus, I find BIT to be crucial to both 

performance and productivity”. It is notable 

that BIT assists in the productivity and 

performance enhancement of employees and 

they assist leaders in how to encourage and 

motivate such performance (Rahardja & 

Harahap, 2019). Motivating employees is a 

must if the company is to meet their 

satisfaction and obtain their loyalty. 

 

10. PERCEPTIONS OF UNIVERSITY 

MEMBERS ON THE USE OF BIT 

 

It is evident from the results that managers 

and junior employees alike in the 

universities hold positive views on BIT use, 

with 96% of managers convinced of the need 

for continued usage. This held true for 85% 

of the employees who were also convinced of 

its usefulness and the need for ongoing use. 



50 

 

 

Such responses may be related to the BIT 

provided benefits. Regardless of the company 

size, BIT provides enhanced and timely 

strategic decision-making, meets customer 

satisfaction and motivates the work force 

(Rahman, 2021). These benefits are coupled 

with enhanced performance of the 

universities. 

 

 

 

 

11. CONCLUSION 

 

The study findings evidenced the extensive 

effects of BIT on the university’s operations. 

BIT brings about decision-making of 

management through the provision of data 

that is timely, quality and accurate, 

considering the past, present and future 

events, thereby enabling leaders to reached 

informed decisions. Added to this, BIT 

deployment in universities goes beyond 

decision-making resolution but also 

enhancing employees’ performance, 

customer satisfaction and firm functions and 

processes. They promote and maintain 

efficient operations to meet customer needs 

and present reports on the individual 

performance of employees in order to support 

and motivate them. On the whole, BIT 

impact enhances the performance of 

companies, which is a result that is 

consistent with that found in universities in 

Sweden, and thus, it can be argued that 

there appears to be universal behavior 

among universities. Finally, BIT 

enhancement of universities performance 

can be used as a BIT outcome indicator – one 

of the top challenges that businesses 

generally face. BIT is important for 

monitoring universities performance 

Richards et al., 2019), with performance 

generally determined through the 

comparison between goals and outcomes. 

BIT performance among universities calls for 

focusing on several dimensions (i.e., 

financial, operational and overall 

effectiveness), which need to be determined 

through subjective and objective means 

(Saleem & Ilkhanizadeh, 2021; 

Siripipatthanakul & Phayaphrom, 2021). 

There is thus a need to conduct a holistic 

determination of the overall impact and 

outcome in universities ranging from 

financial performance, to employee 

satisfaction, and customer satisfaction. 

 

Author Contribution 

 

Business intelligence (BI) is the decision-

making serving structure,Therefore, BI aids 

kind improved choices, and it has developed 

prevalent in numerous administrations, it is 

significant to illustration BI’s rule concluded 

DMPs and to display how the paraphernalia 

used in BI enable the DMP. “Higher teaching 

organizations global are working nowadays 

in a actual active and multifaceted situation” 

As a outcome, universities that are within 

advanced teaching are vulnerable for rivalry 

is thoughtful. Additionally, developed 

teaching is additional part that will 

theoretically influence large statistics study 

Therefore, the request and usage of big data 

in advanced instructive organizations might 

consequence in improved excellence teaching 

for scholars and a better involvement for the 

university members. This study the first 

study in my country explain the role of BI 

tools in the decisions making process at the 

public universities. 
 

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