What is a ‘Business Intelligence’ Team? How & Why Independent Brands Should Leverage Their Benefits

One thing keeps coming up in conversations with business leaders: we have more data than ever before, but finding useful insights just seems to get harder.

The reality is, most of us are swimming in spreadsheets, reports, and analytics. We've got sales data, customer feedback, market trends, inventory forecasts - you name it.

But turning all of this information into clear, actionable decisions? That's where things get tricky.

It reminds me of that famous line: "Water, water, everywhere, nor any drop to drink."

These days, we could say the same about data - there's plenty of it around, but finding the bits that really matter to your business? That's the real challenge.

The Problem: Too Much Information, Not Enough Answers

Let's be honest - we all know the frustration of needing a specific piece of information quickly, only to spend hours digging through different files and systems to find it.

It's not enough just to have the data - it's about being able to use it when it matters.

Here's what I've seen trip up businesses time and time again:

1. Time Going to Waste: How many hours do you spend pulling together reports or updating spreadsheets? That's valuable time you could be spending growing your business further.

2. Speaking the Same Language: It's not just different teams using different terms - the same piece of data might be called 'sales' in one report and 'revenue' in another, even within the same system. Getting to quick, accurate decisions means first establishing a common language across all your reports and platforms.

3. Decision Paralysis: Ironically, having lots of data can make it harder to make decisions. When you're faced with so many numbers, how do you know which ones really matter?

The Opportunity: Making Business Intelligence Work for You

Over the past decade, I've watched how the us of Business Intelligence (BI) teams transform how large retailers handle their data.

But here's the thing - you don't need to be a retail giant to put these same principles to work.

Whilst I really don’t like the name (so other teams in the business don’t have intelligence?!), their function and outputs can provide real value, especially for smaller or independent retail brands.

So what is a BI team, and what do they do?

Think of it as having different specialists in your corner, each bringing something unique to the table:

Business Partners: Your Strategy Guides

These are the folks who cut through the noise and help provide focus on what really matters for your goals.

Yes, they understand the numbers, but just as importantly, your business operations, processes and goals.

They help provide guidance, steering and expertise in their analysis – providing the best way forward to fulfilling your strategy.

Data Engineers: Your Data Quality Guardians 

They ensure your data is clean, reliable, and structured in a way that makes it easy to use.

Without this foundation of trusted, well-organized data, even basic analysis becomes a challenge.

They're the reason you can confidently dive into your numbers knowing they're accurate and ready for action.

Data Visualizers: Your Insight Artists 

They blend science with creativity, turning complex data into engaging, interactive stories.

Through clever dashboard design and thoughtful reporting, they help you spot trends quickly and uncover new opportunities.

It's not just about making things look pretty - it's about presenting data in ways that spark curiosity and lead to better, faster decisions.

Data Scientists: Modelling Your Future

Building on reliable data and clear business goals, they create sophisticated models that look beyond the obvious.

Not just predicting future trends, but analyzing the potential impact of your decisions.

It's about giving you the confidence to know not just what might happen, but what you should do about it.

Practical Steps: Getting Started Without Breaking the Bank 

Now, I'm not suggesting you need to hire a whole team of data experts - far from it.

In fact, you're probably already quite a bit of this work yourself already – whether you realized this or not.

But by being mindful of these different functions of a BI team, you can enhance the quality of your own BI work by applying some simple structure and process to your analysis.

Let's look at how to make the most of these skills:

 

1. Take Stock of What You Already Do:

Spend some time (a week will do) noting down when you get frustrated with data tasks.

Maybe it's that weekly sales report that takes hours to create, or the inventory check that never seems quite right.

Just jot down these pain points - they'll guide what to fix first.

2. Categorize & Change:

After logging your daily data frustrations, you'll likely find they fall into one or more common categories.

Let's break down what these common 'pain point' categories look like in practice, with some straightforward ways to start tackling them:

Data is Unreliable (You Need Data Engineers)

What it looks like:

• Your sales figures show one number in ‘Report A’ and a different number in ‘Report B’

• Different departments show conflicting numbers for what should be the same metric

• You spend more time checking if numbers are correct than actually using them

• Basic calculations like total sales don't match when pulled from different reports

• You've stopped trusting certain reports altogether because they've been wrong before

Quick Wins:

• Create a simple list showing where each important number comes from and how it's calculated

• Build a basic data dictionary that clearly defines each metric (e.g., "Revenue = gross sales minus returns and discounts")

• Add simple check formulas in Excel to flag when numbers don't match expected patterns

Data Is Inaccessible (You Need Data Engineers)

What it looks like:

• Important data is scattered across multiple systems, spreadsheets, and reports

• You need to ask several people or log in to several different systems just to get basic information about your business

• By the time you find the data you need, it's too old to be useful

• You know you have the information somewhere, but can't remember where

• Different people have different versions of the same files

Quick Wins:

• Create a simple reference document listing where to find each type of data

• Implement a consistent way of naming files and folders (e.g., "Sales_Report_2024_01" instead of "January Sales")

• Set up automatic exports from your key systems into a central location and repository that can be easily accessed

• Establish a clear folder structure that everyone uses

All The Data Is Overwhelming (You Need Data Visualizers)

What it looks like:

• You receive so many reports that you don't know which ones to focus on

• Important trends are getting missed because there's too much to look through

• Every report seems to include every possible metric

• You spend more time organizing reports than understanding them

• Regular meetings get bogged down in excessive detail

Quick Wins:

• Identify the 5 metrics that most directly impact your business goals

• Create a one-page overview that shows just these key metrics

• Create clear thresholds for when a metric needs attention

• Start each review by looking at only high-level numbers before diving into detail

• Map where the details of the specific measures can be found, to avoid sifting through countless reports and files

Our Data Is Disconnected To Our Goals (You Need Business Partners)

What it looks like:

• You collect lots of data but struggle to use it for actual decisions

• Different departments track success in different ways

• Can't clearly link your data to your business objectives

• Meetings turn into debates about whose numbers are right

• Hard to show the value of business decisions in your data

Quick Wins:

• Write down your top 3 business goals and list which metrics would show progress and/or impact

• Create a simple document that shows how each key metric is calculated

• Detail specific actions that will impact (positively or negatively) the chosen key metrics

• Schedule regular reviews to check if you're tracking the right things and how the actions are impacting the measures over time

Working With Data Is Time-Consuming (You Need Data Engineers & Data Visualizers)

What it looks like:

• You spend hours each week copying and pasting data

• Regular reports require manual updates and formatting

• Simple updates require checking multiple sources

• You're doing the same calculations repeatedly

• Creating new reports means starting from scratch each time

Quick Wins:

• Create templates for your most common calculations

• Learn how to use basic Excel features like PivotTables and VLOOKUP

• Set up standard formatting that can be easily copied

• Block out specific times for data updates rather than doing them ad-hoc

• Document your regular data steps so others can help

Decisions Are Too Reactive (You Need Data Scientists)

What it looks like:

• You only spot problems after they've impacted the business

• Unable to predict busy periods effectively

• Customer trends catch you by surprise

• Inventory issues aren't identified until stock runs out

• Market opportunities are spotted too late to act on them

Quick Wins:

• Create a simple calendar marking key business events (holidays, promotions, seasonal peaks)

• Track and document the impact of these events on your key metrics (sales, stock levels, customer behaviour)

• Before planning a promotion, look back at similar past campaigns to understand their effects

• Keep notes on external events (like local festivals or sports events) that affect your business

• Use last year's seasonal data to create basic forecasts for this year's peak periods

Remember: While Data Scientists use complex models and algorithms, you can start benefiting from a more proactive approach just by paying attention to patterns and documenting what you learn. These simple steps help build a foundation for more advanced analysis later.

3.Track Your Progress

Once you've started making changes, it's important to understand if they're actually helping. Keep a simple note of:

• Time saved on regular tasks

• Growing confidence in your decisions

• Fewer moments of data frustration

• Which solutions are working (and which aren't)

• New opportunities you're spotting

The beauty of noting these changes is that you'll often find improvements in one area naturally lead to ideas for others.

Let your curiosity guide you - there's no rush, and every small win is a step forward.

Moving Forward with Confidence

Success with data isn't about having the fanciest tools or the biggest team.

It's about steady progress in understanding and using your business information better.

When you get it right, you'll notice:

1. Time Flows Back to You: Instead of wrestling with spreadsheets, you're focusing on growing your business

2. Decisions Feel Different: You're combining your experience with reliable insights, not just going on gut feel

3. Your Business Responds Faster: Problems get spotted sooner, opportunities get grabbed quicker

4. Your Teams Collaborate: Everyone's speaking the same data language, working towards the same goals

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Remember, every business we've worked with started exactly where you are - feeling a bit overwhelmed by their data but knowing there had to be a better way.

Need a Helping Hand?

Some of these areas might need more technical expertise, or you might just want to bounce around ideas before diving in.

That's exactly why we're here.

At Square Goose, we love chatting about this stuff over a coffee - just a chance to connect and have a great discussion about ways to improve your brand’s data journey.

Want to explore how to make your data work harder for you? Let's grab a coffee and chat.

These conversations often reveal simple solutions you might not have considered.

Book an appointment in the link below whenever works best for you.