In recent years become increasingly popular application of bi on an operational level, when you need to quickly make decisions based on reliable information. In my subjective opinion the reasons when such a trend could be a few First, in this case does not need to build expensive storage media, which significantly reduces the size of investment in such projects and minimizes the risks associated with the integration of databases and consolidate information. Second, much easier to evaluate the effectiveness of tools such as the results from the use can be obtained virtually in real time. Especially revealing are the results of the BI-applications in CRM: To assess the effectiveness of marketing campaigns in a CRM-system, a comparison of plan-fact in selling, analyzing outgoing outgoing calls in call-center, assessing the value of customer service, to define the strategy work in the process of Collection and much more. Third, the most popular BI-application-oriented solutions to strategic and tactical objectives. And it is not only "dislike" domestic experts to various kinds of planning, but there is no real conditions for holding such a qualitative assessment of the volatile economic situation.

Fourth, BI-use applications at the operational level will appreciate the convenience of working with tools in the real world at a much lower cost. This, in turn, ensures a consequence of more efficient BI-use applications at the strategic and tactical levels (if the need arises at all). Of course, in this case, do not forget about the shortcomings of this approach. Naturally, the lack of storage leads to the fact that the data obtained through bi, you will not be retained in full. Ie, BI-applications at the operational level can produce only point one-time snapshots of data at a certain time. But allowance these data are not always necessary. For example, consider the situation mentioned earlier estimate of customer value in its treatment of a service center, which can be carried out to determine the priority and time reaction to such treatment.

Often, the CRM-system does not need to keep any and all information about the client. Part-specific information can be found in various accounting systems. At the time of treatment the client, service manager may establish a one-time assessment of customer value based on data from various systems. This estimate will be displayed to the customer's CRM-system in the latter, but the logic of computing and data on under which it was formed, is omitted so as not to overburden the staff redundant information