Application of business intelligence as a strategy for decision-making in the sales area of SMEs

Abstract

The problem of research lies in the separation of information and the difficult analysis from different points of view according to the client's needs. The purpose of the research is to design a Business Intelligence solution in the sales area. Likewise, the type of research is applied and the design is pre-experimental. Next, the population was based on the stored data of the companies and the sample was made up of data from the company's area, the sampling is non-probabilistic. The results were favorable, it was possible to increase the indicators of sales growth, sales productivity and the level of effectiveness in sales-related decisions. Finally, it can be concluded that the implementation of a technological solution such as Business Intelligence positively influenced decision making in the sales department of SMEs and provide more accurate and timely information. Furthermore, by having access to real-time data and analysis, company management was able to make more informed and faster decisions, resulting in a significant improvement in the efficiency and profitability of SMEs.