Analyst Report

Dresner Advisory - BI Market Study 2018

Wisdom of Crowds®

The Wisdom of Crowds® Business Intelligence Market Study provides a wealth of information and analysis—offering value to both consumers and producers of business intelligence technology and services.

Using their trademark 36-criteria vendor performance measurement system, the research provides key insights into BI software supplier performance, to:

  • Enable comparisons of current vendor performance to industry norms
  • Assist with the identification and selection of new vendors


The criteria for the various industry and vendor rankings are grouped into seven categories including:

  • Sales/acquisition experience (such as professionalism, product knowledge, understanding needs, follow-up after sale, etc.)
  • Value for price paid, quality and usefulness of product (e.g. robustness/sophistication of technology, completeness of functionality, scalability, usability, integration with third-party technologies, etc.)
  • Quality of technical support (e.g. responsiveness, time to resolve problems, etc.)
  • Quality and value of consulting, integrity, and whether the vendor is recommended


According to Dresner Advisory Services,

In its first year of inclusion, Board is generally above or in line with the overall sample for most categories of measurement. It is considered a technology leader in the Customer Experience Model and a trust leader in the Vendor Credibility Model. It has a perfect recommend score.”

Scope of the research

The Dresner 2018 survey examines a cross-section of data across geographies, functions, organization sizes, and vertical industries. 71% of respondents work at North America-based organizations, EMEA accounts for about 20% of respondents and the remainder are distributed across Asia Pacific and Latin America.

The data sampled includes a mix of functions, such as Finance, IT, Executive Management, Sales and Marketing, from both small to large organizations (>1,000 employees).


Main results
General outcomes

The penetration of business intelligence (as a percentage of total employees) has increased over the past four years. The trend of this finding gives Dresner team some confidence that the BI enablement and democratization they saw last year continues to show improvement.

In 2018, the non-specific goal of “making better decisions” remains atop of Dresner’s list of business intelligence objectives. At the same time, a second tier of more quantifiable objectives emerged in "improved operational efficiency," "growth in revenues," and "increased competitive advantage". Organizations of different sizes all place the highest emphasis on "better decision-making". Measured by organization size, respondents at all organizations find "better decision-making" their most successful organizational BI achievement.

State of Data

We see the state of data tends to become less coordinated and more fragmented as organizational headcount increases until it improves slightly at the largest organizations with more than 10,000 employees.

– Dresner Advisory has claimed.

Organizations of different sizes show similar capabilities in their ability to act on insight coming from data. Among those able to execute "closed loop" information sharing, small organizations are somewhat more able to succeed all or some of the time compared to larger peers. Performance continues to deteriorate faster at larger organizations as the ability to act on insight is often "uncoordinated" and "underleveraged."

In 2018 (and historically), Dresner team finds that organizations that are successful with business intelligence generally have fewer tools in use, an outcome they associate with strategic intent and engaged leadership.


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