FROM DATA TO DECISIONS: USING BUSINESS INTILLEGENCE TOOL- MICROSOFT POWER  BI- TO ENHANCE DATA-DRIVEN DECISION MAKING (EVIDENCE FROM JAWWAL’S  ANTI-FRAUD SECTION)

hala falah abdulfattah ismail

FROM DATA TO DECISIONS: USING BUSINESS INTILLEGENCE TOOL- MICROSOFT POWER BI- TO ENHANCE DATA-DRIVEN DECISION MAKING (EVIDENCE FROM JAWWAL’S ANTI-FRAUD SECTION)

Date

2025-12-22

Authors

hala falah abdulfattah ismail

Publisher

an-najah national university

Abstract

In current data-driven world and on-going technology, organizations started looking for an intelligent tools and systems to help them in enhancing decision making to be more accurate, up to date and smart. Especially in risky and critical areas such as anti-fraud scope in telecommunication field. This research aims to explore the role and importance of business intelligence and analytical tools by using Microsoft power BI to enhancing the decision-making process by reducing time while increasing accuracy. The research applied descriptive analytical approach. Data collected from internal systems at Palestinian telecommunication company -JAWWAL- by using structure query language server management studio (SQL SMS) to use database tables, clean and prepare data by using power query edition in Microsoft power BI, critical analytics done by applying data analysis expression (DAX) and visualized by using power BI dashboard. The findings and outcome of this research demonstrate the contributions and achievement happened by using power BI in increase transparency in data, fast and accurate data driven decision making process and the research recommends to invest in this technology and expand the scope to cover different area such as sales and warehouses managements. As well as integrating machine learning (ML) and artificial intelligence (AI) to further enhance and optimize Microsoft power BI performance.