In $750-1000$ words, discuss the importance of data and Business

Intelligence $($BI$)$ for your chosen company. Your discussion must include: $($i$)$ what the company is; $($ii$)$ what

is its main business; $($iii$)$ what data they collect about what; and $($iv$)$ how they use the collected data and

BI tools to have competitive advantage in terms of revenue and$/$or productivity. Note that $($iv$)$ is the most

important part in this additional task and it is expected that $75-80\%$ of your word limit will be used to

answer this part