When I first heard about the concept of business intelligence, I imagined much more than what it’s turned out to be so far. To me, BI was personified by the kind of bright co-worker who could grasp any question and wander with you through a thicket of uncertainties, evidence and choices. In such conversations, all evidence - whether structured data, “unstructured” data or loose leaf “knowledge” - would combine to help make rational decisions.

Instead, BI turned out to be like a geeky cousin who sneered at new questions and reveled in technology and process. Varied business rules and unstructured data drove him into a deep funk.

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