Transitioning Business Intelligence from reactive to proactive decision-making systems : A qualitive usability study based on Technology Acceptance Model

Sammanfattning: Nowadays companies are in a dynamic environment leading to competition in finding new revenue streams to strengthen their positions in their markets by using new technologies to provide capabilitiesto organize resources whilst taking into account changes that can occur in their environment. Therefore, decision making is inevitable to combat uncertainties where taking the optimal action by leveraging concepts and technologies that support decision making such as Business Intelligence (BI)tools and systems could determine a company’s future. Companies can optimize their decision making with BI features like Data-Driven Alerts that sends messages when fluctuations occur within a supervised threshold that reflects the state of business operations. The purpose of this research was to conduct an empirical study on how Swedish companies and enterprises located in different industries apply BI tools and with Data-driven Alerts features for decision making whereby we further studied the characteristics of Data-driven Alerts in terms of usability from the perspectives of different industry professionals through the thematic lens of the Technology acceptance model (TAM) in a qualitative approach. We conducted interviews with professionals from diverse organizations where we applied the Thematic Coding technique on empirical results for further analysis. We found out that by allowing possibilities for users to analyze data in their own preferences for decisions, it will provide managers and leaders with sufficient information needed to empower strategic and tactical decision-making. Despite the emergence of state-of-the-art predictive analytics technologies such as Machine Learning and AI, the literature clearly states that these processes are technical and complex to be comprehended by the decision maker. At the end of the day, prescriptive analytics will end up providing descriptive options being presented to the end user as we move towards automated decision making. This we see as an opportunity for reporting tools and data-driven alerts to be in contemporary symbiotic relationship with advanced analytics in decision making contexts to improve its outcome, quality and user friendliness.