Squeezing more efficiency from operational applications such as ERP, CRM, or SCM no longer helps enterprises to stay competitive. BI-enabled applications are needed for business processes and business operations to become more effective. For example, workflow and rules can be used to efficiently process a customer credit application, but BI analytics can effectively segment a customer population and target credit offers to specific customer segments for a better response and improved cross-sell and up-sell ratios.
Source: Intelligent Enterprise, http://www.intelligententerprise.com/