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Pretend you are a board member for a low cost airline.  In an upcoming meeting, the agenda will include this topic:    Investing in BI or keeping the recent major investment in CRM?

Airline management considers investing in BI to be critical to business success.   Platform-as-a-service and analytic-application-as-a-service capabilities for building, deploying and managing BI analytics and analytic applications in the cloud, based on data both in the cloud and on-premises is attractive.  

But you know that other board members favor keeping the newly purchased CRM. The system has already shown it can do a lot for better understanding the airlines customers.    

The debate motion is — BI is more effective than CRM in growing the business.

In preparation for the meeting, you hire an outside consultant experienced in BI and CRM to give you an idea of what position you should take.