1. In a highly saturated market, for Ben and jerry company to remain competitive and successful in the market, they use intelligence tools to access, analyze and act on various customer information. The data they get from the customers is used to improve the quality of the ice cream ingredients. Ben and jerry company uses the data warehouse information to track the ingredient and life of each cream that they sell. The intelligence tools also help the company to know the products preferred by the customers.
2. In California pizza kitchen’s business intelligence tool’s success, information cleansing and scrubbing is critical because it helps in fixing or discarding incomplete, incorrect and inconsistent information. Information cleansing improves the quality of achieving quality data. In other words, it helps in providing information that meets accuracy, completeness, consistency, uniqueness, timeless and validity.
3. Noodle and company will face the impossibility of achieving 100% accurate and complete information because the company has 70 restaurants nationwide. There is a very low probability for all the restaurants to report 100% correct and complete data. As a result of this, the information gathered and analyzed from the company’s website is likely to have a margin of error.
4. This is how the three companies use a BI to gain a competitive advantage.

Ben and Jerry’s use the BI software that has integrated online analysis, reporting and query processing technology. The system tracks the ice cream’s life and ingredients. The BI system, therefore, ensures that the company uses the best ingredients in their commodities.

California pizza kitchen uses the BI system to monitor the financial status of the organization. There are quarterly focuses done in each location to ensure that the appropriate prices are used.

Noodles and company use the BI system to view the overall business and consistent reporting throughout the entire enterprise. Through the BI system, the management can access the company financial information, human resources, marketing, and most recent sales.