A friend send me this link - Business Intelligence software looks to future - and I thought there was one key point made in it:
"Increasingly you are seeing applications being developed that will result in some sort of action," said Brendan Barnacle, an analyst at Pacific Crest Equities. "It is a relatively small part now, but it is clearly where the future is. That is the next stage of business intelligence"
I think Brendan's right on here - understanding and even predicting are only so useful. Acting, and acting correctly, is what pays the bills.
EDM - the next step for BI.