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GUESS?, Inc.: Engaging the Business Community with the “New Look” of Business Intelligence

Title Author(s) Type Topic(s) Comments Date
GUESS?, Inc.: Engaging the Business Community with the “New Look” of Business IntelligenceWixom, Barbara H.
Quaadgras, Anne
Research BriefingData Management, Analytics, and Use
Digital Innovation
02013-08-15
Abstract: In most organizations use of Business Intelligence (BI) capabilities is voluntary, so that to maximize BI’s value, users must want to engage with it. Recent research at MIT CISR suggests that a focus on fun as part of the user experience, in addition to ensuring that BI is useful and easy to use, helps in increasing its use and thus its value. In this briefing we describe how GUESS?, Inc. added consumer tablets, data visualization, and mobile app design principles to its development practices to make its BI useful, easy to use, and fun, which encouraged GUESS?’s decision makers to engage with BI in broader and deeper ways.

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