Business Intelligence in Magazine Distribution

This case discusses the use of business intelligence systems in the running and optimisation of magazine distribution by a UK company. The company collects a wide range of data to help it monitor and optimise a supply chain involving subcontractors. The case study raises a number of issues which are discussed. It illustrates the variety of forces which are driving companies to adopt business intelligence systems. It demonstrates how business intelligence systems can help run business processes. It explores the problems and issues with sourcing, collecting and cleaning data. Issues around anonymisation and the concept of a ‘single version of the truth’ are discussed and ethical issues highlighted. It concludes that an understanding of the role of interpretation in data collection, collation and subsequent decision making is critical to business intelligence and calls for more research in this area.