ENHANCING SALES EFFICIENCY WITH THE USE OF BUSINESS INTELLIGENCE AND ANALYTICS IN A PUBLIC COMPANY

The emergence of business intelligence (BI) from advancements in information technology transforms vast amounts of company data into valuable information crucial for strategic decision-making. Numerous studies have shown that very little data is actually used in making strategic decisions, and their quality and comparability are often questionable. Questions of the usefulness of data and their analytical processing occupy an important area in business intelligence. For the purposes of this paper, the use of BI systems for analysis and reporting in public company Croatian Post was analysed. The aim of this research is to examine whether the application of the BI system in the sales network increases the efficiency of sales workers as a result of database management and analytical processing. The paper utilized data collected from the Sales Efficiency System (SES) regarding realized sales and sales efficiency of sales workers over a five-year period from 2018 to 2022, comparing them with data from 2017, i.e., the year preceding the introduction of the SES system. Sales realization per worker and per customer were used as indicators of sales efficiency. The findings reveal a significant increase in sales realization per worker and per customer following the implementation of the BI system in the sales network. Interpretations and implications of results are further discussed in the study. By shedding light on the benefits of BI system adoption in optimizing sales efficiency, this research contributes to the growing body of knowledge on the utilization of information technology in enhancing organizational performance.