Business intelligence has become crucial for conducting complicated operations and certain trends have been identified that may be beneficial. Social intelligence has risen which basically points towards the evolution of tracking conversations on social media tools such Facebook and Twitter. This has provided What Drives Digital Transformation: Technology or Strategy?  professionals with far greater volume of data which may be gauged. Even smart analytics have emerged which point to exact minute details marketers seek. Intelligence is now also available to combat the increased threat of analytics and cloud based systems.