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Companies can use business intelligence 

to support a wide range of business decisions from operational to strategic.

Basic operational decisions include product positioning or pricing. Strategic business decisions involve priorities, objectives and directions at the broadest level. 

In all cases, BI is most effective when it combines data derived from the market a company operates in (external data) with data from internal company sources, such as financial and operational data (internal data). When combined, external and internal data can provide a complete picture that, in effect, creates "intelligence" that cannot be derived from any single set of data. 

Among a myriad of uses, business intelligence tools allow organizations to gain insight into new markets, assess the demand and suitability of products and services for different market segments, and measure the impact of marketing efforts. 

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