As enterprise buyers become more adept at using enterprise applications, look for efficient and effective ways to ensure regulatory compliance, and seek to gain unprecedented insight into their customers, business intelligence/analytics (BIA) providers have gained access to a whole new market: the business user.

ITSMA’s Enhancing Customer Value from Business Intelligence/Analytics Applications and Services benchmarks the brand equity of full-suite application providers, integrators, and niche application developers. It also explores the customer decision process for buying enterprise BIA software solutions and services. In particular, the report addresses issues such as:

• What priorities drive the decision-making process when large and midsize firms and institutions buy BIA software applications and services?
• What marketing investments will be most effective in building brand and improving competitive position?

Key topics highlighted in the report include:

• How Customers Choose
• Brand Equity
• Effective Marketing
• Purchasing Preferences

Study Methodology

ITSMA conducted telephone-based interviews in the United States with 501 IT and business executives involved in the purchase of software applications and solutions as part of a larger study on the enterprise software applications market as a whole, Enhancing Customer Value from Enterprise Software Applications and Services: 2005 Brand Tracking Study.

ITSMA separately examined the answers of 100 respondents who were asked their opinions and experiences as they related specifically to their perceptions of BIA application suite and services providers. This study examines the responses of those 100 respondents.

Respondent Demographics

Study respondents all held director, vice president, or C-level positions and represented organizations in multiple major industries with revenue or operating budgets ranging from $300 million to over $20 billion.

This report is available for sale at member and nonmember prices.
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