Measuring and Manufacturing Variables Affecting Business Intelligence in Advertising Companies to Realize Macro Science and Technology Policies

This paper tries to study the effects of business intelligence in advertising industry based on Decision Making Trial and Evaluation Laboratory (DEMATEL) method. The statistical population of this research consists of 20 professional experts who are working in the famous advertising companies in Tehran City. The selection criteria and common features of the subjects were based on their awareness and superiority, knowing well the marketing and advertising industry, and the management modules of the research system or DEMATEL method. Also, the main implement of data collection for this research were the questionnaires which designed based on different goals and distributed to the statistical community after obtaining their responses, and analysis of each factor of this research examined by DEMATEL method. Also, in this study, the questionnaires were the main data gathering tools, which designed for different purposes. After obtaining the experts approval, the questionnaires distributed among the statistical population and in this process, exploratory factor analysis and DEMATEL method were used. Finally, the results led to the identification of four main dimensions including adaptation to business needs and objectives, technical functionality of the business intelligence system, flexibility, and the ability to integrate the experiences and needs mentioned in Code 13 indices; then their final weight were calculated. According to the findings of this study, the “most influential indicator” in the implementation of general science and technology policies is to adapt to business needs and goals and to integrate experiences and needs. On the other hand, it is the “most influential factor”, in compare with other factors, in the implementation of general science and technology policies. It should be noted that this research is an exploratory study in terms of purpose and survey approach.