HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Conception d'un outil de diagnostic business intelligence: positionnement stratégique des entreprises

Renard, Gaëlle ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink :
Title : Conception d'un outil de diagnostic business intelligence: positionnement stratégique des entreprises
Translated title : [fr] Conception d'un outil de diagnostic Business Intelligence: positionnement stratégique des entreprises
Author : Renard, Gaëlle ULiège
Date of defense  : 18-Jun-2019/20-Jun-2019
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Beretta, Alessandro ULiège
Leruth, Sophie ULiège
Viatour, Valérie 
Language : French
Number of pages : 227
Keywords : [en] Chiveo, Micropole, Business Intelligence, Diagnostic tool, maturity level, data, Customer journey, Marketing actions.
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Due to the increasing amount of data available in our environment, the need to analyze them has increased as well. However, a large number of companies do not perceive the added value that data might have for their activity. Chiveo, a service company operating in Business Intelligence, is actually facing this challenge. Moreover, the competiting environment in which the company operates has pushed Chiveo to to increase its awareness in order to sell more. Therefore, to support the objectives of the enterprise, the project thesis aims at implementing a diagnostic tool to measure prospects and/or clients’ BI maturity. This will enable Chiveo to conscientize people about the importance of data and more precisely, turn it into a strategic tool for the salesmen.
A deep analysis of the context was needed in order to lay the foundation of the project. The company, clients, sector and competitors have been carefully analyzed in order to find essential information for the project development.
The implementation of the strategic tool involves several steps starting with the functional analysis. Two qualitative studies have been conducted in order to collect information from experts and clients. These steps allowed us to develop a reliable tool that has been validate on a specific sample. To take advantage of the tool, a dissemination strategy has been put in place. The customer journey has also been analyzed in order to recommend targeted actions for the different phases. In addition to this, KPIs have been suggested to measure the success of the project in the next few months.
Then, the carried-out project mentions the current challenges faced by Chiveo about the data protection and influence games of business practices.
Finally, we proposed some practical recommendations together with conclusions to improve Chiveo’s sales and to help the company to grow in the future as desired.



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  • Renard, Gaëlle ULiège Université de Liège > Master sc. gest., à fin.


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