Business intelligence
Business intelligence (BI) is a field of information technology concerned with building systems that help an organization extract business-relevant information from the data it collects. Business intelligence systems provide historical and current information, as well as forecasts, about business operations. They can help identify meaningful patterns for managing an organization and create reports, alerts, and signals to support management decisions.
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Source content checked . English translation published 2026-10-27.
In business automation
Business intelligence involves building reports, metrics, and alerts from data that has already been collected. In automation, it is the layer that comes after data collection; it should not be the only place where customer status is updated.
Examples
These examples illustrate a possible workflow. Adapt the connections and rules to your own systems.
Alert about a drop in form completion
A BI system shows a drop in the completion of onboarding forms. The team checks the form and the automation that transfers the records. The fix is made in the operational system, and the report only shows the change after the next synchronization.
Relevant tools
- HubSpot
- Sales funnel reports are available; they reflect records in the system and do not replace an organization-wide data warehouse.
What to check
- Manually changing figures in a report without fixing the data source creates a polished but inaccurate picture.