ENTERPRISES TODAY ARE DRIVEN BY DATA, OR, TO BE MORE PRECISE, INFORMATION THAT IS GLEANED FROM DATA. IT REDUCES UNCERTAINTY, AND IT TURNS DECISION-MAKING FROM AN ART TO A SCIENCE. RAW DATA IS INCONSISTENT, INCOMPLETE, OUTDATED, UNFORMATTED, AND RIDDLED WITH ERRORS. THIS IS WHERE YOU NEED DATA INTEGRATION TO UNIFY AND MASSAGE THE DATA, DATA WAREHOUSING TO STORE AND STAGE IT, AND BI TO PRESENT IT TO DECISION-MAKERS IN AN UNDERSTANDABLE WAY. IT CAN BE A LONG AND COMPLICATED PROCESS. FIRMS MUST INVEST HEAVILY IN BUILDING A NEXTGENERATION CUSTOMER DATA MANAGEMENT CAPABILITY TO GROW REVENUE AND PROFITS IN THE AGE OF THE CUSTOMER. THEREFORE, IN THIS ARTICLE, WE FOCUS ON THE IMPORTANCE OF THE DATA ANALYSIS SCIENCE AND THE ROLE OF BUSINESS INTELLIGENCE IN ORGANIZATIONAL PROCESSES.