Expectations from organizations have changed the demand for data.

The change requires organizations to gather and manage very large data sets – terabytes and petabytes of data – for processes and near real-time analysis and predictive analytics, and is due, in part, to a society that is increasingly fast-paced. This big data challenge impacts data warehouses and the way we think about them. It was once considered that day-old data was a good unit of measure for analysis. However, Internet traffic trends can vary hour to hour or even minute to minute. For example, online advertising may miss a bulk of customers if they are using Web traffic trends that are a day old when trying to market to customers. If something goes viral during the day, it may only be relevant for a couple of hours or days and may become stale very quickly.

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