Business Intelligence
Understanding the meaning behind the numbers
Identifying effective indicators is crucial for tracking performance, driving improvements, and achieving strategic objectives.
Business intelligence (BI) is all about using tools and methods to gather, analyze, and present business data in a clear way. The main goal is to help companies make smarter decisions by giving them accurate and up-to-date information. Most information can be classified as either tangible or intangible data.
Tangible data
Numerical, concrete information such as sales figures, inventory levels, financial statements, or production output. This type of data is easy to observe and understand—even for people without technical expertise—and it forms the backbone of traditional BI systems.
Intangible data
Context‑dependent information such as customer perception, employee experience, culture, leadership behavior, and brand reputation. These elements cannot be reduced to simple metrics without losing meaning. They require interdisciplinary expertise, careful measurement, and an understanding of human, team, and organizational dynamics.
Incorporating intangible data into business strategy is like unlocking hidden treasures within the company. It reveals new opportunities for growth and success that might otherwise go unnoticed.
As data interpretation becomes more widespread and simplified, intangible data becomes even more critical. It provides the nuance needed to avoid misinterpretation and to prevent automated analytics from leading organizations toward misleading or incomplete conclusions.
We help leaders understand not just what the data says, but how it is being understood, by whom, and with what impact.
Modern organizations increasingly rely on data to guide decisions; yet the way data is acquired, interpreted, and used is often taken for granted. As data analytics become easier to implement, especially with the rise of automated tools and large language models (LLM), the risk of drawing the wrong conclusions grows. Data alone does not guarantee understanding. What matters is how data is interpreted, the context in which that interpretation occurs, and the consequences of the decisions that follow.
We Don’t Replace Data Analytics — We Strengthen It.
Competitive Advantage
Leaders that understand the human and contextual side of data avoid blind spots and make more resilient decisions. Intangible insights often reveal risks and opportunities that traditional analytics overlook.
Valuation and Investment
Intangible assets—culture, leadership, intellectual capital, client trust—shape long‑term value. Understanding how these elements are perceived internally and externally strengthens strategic positioning.
Customer Relationships
Data about satisfaction, loyalty, and expectations must be interpreted with nuance. We help organizations avoid simplistic readings and instead understand the deeper drivers of customer behavior.
Market Positioning
Perception shapes market reality. By understanding how stakeholders interpret your brand, communication, and actions, you can position yourself more effectively and avoid misalignment.
Business Intelligence FAQs
Why do we call some data “intangible”?
This term refers to information that does not have a physical form you can touch. Unlike tangible assets (e.g., machinery or buildings), intangible assets include things like human capital, digital information, intellectual property, and brand reputation.
Can intangible data be measured?
Intangible data can be measured and made visible in context. Data regarding performance, quality, leadership skills, collaboration, and client satisfaction all have concrete and measurable markers, but their quantification depends on the type of product, service, and strategy.
Why should I consider adding intangible data to my business intelligence strategy?
The value of intangible assets can be substantial and often surpasses the value of tangible assets. They are crucial for valuation and decision-making in the modern, digital economy, where most organizations provide services with few tangible and many intangible assets.