The Impact Of Business Intelligence Implementation On Information Quality And Marketing Effectiveness Of Organizations

Business intelligence (BI) systems have become a vital requirement for corporate establishments nowadays. The aim of the paper is to find and empirically study the factors affecting the implementation of Business intelligence (BI) systems which are important for its adoption in organizations, in India. This research also gives novel insights on the impact of BI implementation on marketing effectiveness through the mediating role of information quality. The datasets are collected from banking, telecom, and retail sectors organizations of the Indian subcontinent. The data collected is tested using PLS-SEM (Partial Least Square-Structural Equation Modeling) software. In this paper, the identified success factors for Business Intelligence (BI) implementation are empirically tested by estimating their measurement and structural model parameters. The results of bootstrapping and hypothesis testing show that there is a significant effect of all the success factors, except one i.e., change management, on the effective implementation of BI as well as there is substantial influence of BI implementation on the marketing effectiveness of the organizations. The study contributes uniquely to both academia and industry by providing evidence of determinants of BI solutions implementation and BI impact on organizations in India. This is a first attempt to the best of our knowledge to study the impact of both, BI tools and organizational influence with respect to marketing effectiveness, taking the perspective of specific firms working in the Indian subcontinent.