“…Those BI characteristics help a company to support change, competition, decisions or events (Li et al, 2008a;Petrini and Pozzebon, 2009;Perko et al, 2011;Işık et al, 2013). Hybrid measurements (HMS) use analytical processes, algorithms (Perko et al, 2011), surveys, web analysis (Zorrilla and García-Saiz, 2013), paper reports, ad hoc reports, OLAP (Bouakkaz et al, 2016), data mining, dashboards, KPIs, alerts, (Popovič et al, 2012) reports, dashboards and scorecards, ad hoc querying (Vujošević et al, 2012), financial databases (Cheng et al, 2009) or CRM (Phan and Vogel, 2010). BI is also characterised as a non-financial measurement tool, which supports a firm by using multi-dimensional and unstructured data (Gao andXu, 2009, Chaudhuri et al, 2011).…”