Business Excellence, Vol. 18 No. 1, 2024.
Preliminary communication
https://doi.org/10.22598/pi-be/2024.18.1.39
ENHANCING SALES EFFICIENCY WITH THE USE OF BUSINESS INTELLIGENCE AND ANALYTICS IN A PUBLIC COMPANY
Josip Poljak
orcid.org/0009-0008-1732-6820
; Catholic University of Croatia, Zagreb, Croatia
Ivan Dević
orcid.org/0000-0003-0163-3371
; Ivo Pilar Institute of Social Sciences, Zagreb, Croatia
Jerko Glavaš
; Faculty of Economics and Business Osijek, Osijek, Croatia
Abstract
The emergence of business intelligence (BI) from advancements in information
technology transforms vast amounts of company data into valuable information crucial
for strategic decision-making. Numerous studies have shown that very little data is
actually used in making strategic decisions, and their quality and comparability are often
questionable. Questions of the usefulness of data and their analytical processing occupy
an important area in business intelligence. For the purposes of this paper, the use of BI
systems for analysis and reporting in public company Croatian Post was analysed. The
aim of this research is to examine whether the application of the BI system in the sales
network increases the efficiency of sales workers as a result of database management and
analytical processing. The paper utilized data collected from the Sales Efficiency System
(SES) regarding realized sales and sales efficiency of sales workers over a five-year
period from 2018 to 2022, comparing them with data from 2017, i.e., the year preceding
the introduction of the SES system. Sales realization per worker and per customer were
used as indicators of sales efficiency. The findings reveal a significant increase in sales
realization per worker and per customer following the implementation of the BI system in the sales network. Interpretations and implications of results are further discussed in
the study. By shedding light on the benefits of BI system adoption in optimizing sales
efficiency, this research contributes to the growing body of knowledge on the utilization
of information technology in enhancing organizational performance.
Keywords
Business intelligence; Sales Efficiency; Sales Efficiency System (SES); Work efficiency.
Hrčak ID:
318212
URI
Publication date:
21.6.2024.
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