Chapter 12 Alternate Information Contexts
An interesting aspect of the business intelligence (BI) process is that although to a large degree it relies on relatively well-defined methods, architectures, and techniques, much of the success of a BI program stems from insight and intuition related to the use of data. Sometimes it is valuable to take a step back from the traditional data collections that we see on a regular basis, such as customer data, product data, and sales transactions, to evaluate the integration of information from a completely different context.
For example, by itself geographical data may not be of great interest, but merging customer transactions with rolled-up psychographic profiles associated with geographic data may provide ...
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