Business Intelligence, Customer Data Integration, and Excel Pivot Tables

In my last post regarding customer data integration and analysis, I mentioned that there are a lot of great business intelligence tools.  Also, these business intelligence applications can vary greatly in terms of cost, learning curve, and functionality.  Today, I would like to further elaborate on one of the most practical options, Excel Pivot Tables.

Excel Pivot Tables are an excellent option for anyone who is looking for a powerful, yet affordable reporting capability.  According to Microsoft, PivotTables allow you to create multidimensional data views by dragging and dropping column headings to move data around.  The Microsoft link also provides tips on how to use Pivot Tables.

We like Excel Pivot Tables as an entry level business intelligence tool because everyone already has Excel.  Therefore, an organization can roll-out their business intelligence application without purchasing any additional software.  Additionally, since most users already are familiar with Excel, the learning curve to understand how to develop and use the Pivot Tables is low compared to other alternatives.  Also, since Excel is universal, external books, courses, and professionals are available to help you learn and utilize Pivot Tables.

Even though Pivot Tables are comparably affordable, that does not mean they are not powerful.  As you can see from the above Microsoft link, not only can you create spreadsheets, but with the Pivot Chart capability, you can also create graphics.  Further, like other business intelligence tools, you can create reports that contain certain variables and then you can drill down further to view the details behind the grand totals.

Now, many of our clients are using the more sophisticated, higher-end applications.  Although I am not an expert on business intelligence tools, I am sure these higher-end systems provide much more capability than the Excel Pivot Tables.  However, if you are just starting out, we would suggest that the Pivot Tables are a great place to start.  Once you start using the Pivot Tables and are gaining value, you may at some point find the Pivot Tables limiting and want to take your reporting capabilities to another level.  At this point, you will be an educated buyer who will understand what features are important to your goals when evaluating your business intelligence options.

Regardless of the reporting tool that you are using, customer data integration plays a key role in matching and linking data from disparate data systems in order to develop a single customer view.  The Common IDs that a CDI application can apply to same or related organization and contact records are critical in enabling data analysis across multiple data silos.  Common IDs are what enable business intelligence reports to accurately count the number of organizations and contacts for the criteria that you are analyzing.  Whether you are using Microsoft Excel Pivot Tables or the most sophisticated and expensive business intelligence application, Common IDs are necessary to provide accurate and meaningful reports.

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