Abstract
M.Com. (Information Technology Management)
Integration of the insights derived from business intelligence (BI) initiatives into business operations has been understood as being critical to deriving a strategic advantage from BI activities. The primary outcome of this research is a conceptual framework that comprises business critical success factors related to opportunities for value derivation from BI activities. Semi-structured interviews were used to extract data from key business leaders at a company that operates within South African private health care industry (referred to as Company AB). Thematic analysis was used to identify critical success factors from this data. The resulting business critical success factors were related to BI opportunities and arranged into a conceptual framework that can be used for BI initiative opportunity assessment. A decision predictive analytics model was constructed to assist with proactive churn management. This was one of the identified critical success factors. The predictive analytics model found that claims not being submitted to a client’s historically most frequently used medical aids and variances in transactional claim volume by more than 20%; were good indicators of client churn. The conceptual framework can be used as a guideline by Company AB for BI implementation approach development and opportunity assessment. This would allow Company AB to better leverage the value of BI. It can also be used to provide insight on BI initiative implementation to other organizations who have similar business processes as those at Company AB. The business rules from the decision tree can be used by Company AB as guidelines for churn prediction. In addition, organizations operating in an industry that has customer transaction volumes as an important feature; could utilize the variables and outcomes detailed by this study as insight for the generation of a churn prediction model for their domain.