Are you going to build a Data Warehouse or reporting on existing suggestion database schema? Is aOLTP schema or OLAP schema?

Analysis Services is best tool from Microsoft to build data warehouse (cube - multi-dimension database). The DW schema is different from OLTP database schema, usualy denormolized the data table to coupon dimension and facts tables.

BI is the front-end, analysis service could be one of the back end data source.

I agree with Patrick, reporting service is good start point to get know your data, and display in a user friendly format for your end users. Help you to get more requirement from your end users.

If you want to back end, you can try this book from KIMBAL CROUP "The Microsoft Data Warehouse Toolkit", it go through the whole BI/DW project development life cycle.

Hope that help. 🙂