Business Intelligence (BI) is a current hot topic among managers at all levels in electronics manufacturing. Intelligence in business—sounds like a ‘must have’; who wouldn’t want it? And it’s never been easier to add. Great visualization tools like dashboards, dials, gauges and pie charts are common place. However, it is crucial to ask the question “visualization of what”? Otherwise, BI can become just another view of raw data. Effective Business Intelligence must be based on reporting ‘metrics that matter’ and employ specific ‘domain knowledge’ to drive the right improvement actions optimized for our industry.