Blosch told Computer Weekly, "Business intelligence in the datawarehouse has ended up as a reporting tool. To exploit the value of data, you have to understand your goals and strategy."
Gartner calls this "information orientation", and believes there are three elements to optimising data. First, there has to be a culture where employees ask for the information they need to do their job well and share it with others.
Second is the information itself; having a process to gather the right information and the importance of a single view of "the truth" from the business information tool. "You often get data contradicting itself," Blosch said.
Third is the technology. "One of the big changes over the past few years is that data is no longer locked in silos in applications, so it is possible to offer a single view," he said.
"Like customer relationship management, many people went round the business information loop once and many said the first cut did not work. Next year there will be much more focus on using business information to drive revenue, growth and profitability," said Blosch.