Lights! Action! Insight! As we begin to change our data warehousing focus from getting data in to getting information out, we need to enter the information broadcasting business. Just like CNN, TNT and ESPN have done, we need to develop an information broadcasting network within the organization.

A recent survey by Forrester Research concluded that 62 percent of the companies interviewed had data warehouses in production. This fact indicates a significant passage for those of us who have been consumed with data warehouse development over the last 10 years or so. Development, for the most part, has been stabilized. Forrester suggests that the "field of dreams" approach to building data warehouses is no longer working toward creating competitive advantage for our organizations. When we build it, they don't necessarily come. What is needed, Forrester claims, is for us to "bury the plumbing"--the code that provides data movement and cleansing--so that the important work of condensing business value from the data can begin.

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