Data warehouses fail precisely because they are conceived and built as data warehouses.

Trade places with the CFO of your insurance company. Now you’re struggling with a loss ratio of 105 percent and can’t get a handle on the underlying reasons. A software vendor pops in to see you, suggesting he can help. His sales pitch: He’ll build you a nice thing called a “data warehouse” that will store the data from which you can easily “mine” information. Curious, you agree to a meeting and the dialogue soon begins.

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