Technical people often think that delivering great solutions is the key to satisfying business users. It is not. Delivering the solution users want is the key. Understanding their needs and ensuring they are getting what they truly desire requires something that most technical people shy away from - marketing.

No matter how much business users participate in your project, they won't all be aware of or may forget the time involved in ensuring data consistency and integrity. You need to market what was done, who was involved and summarize the complexity of the tasks so nontechnical people are not overwhelmed by the details. The data warehouse (DW) group needs to know its message and keep telling the business. And just as any marketing campaign targets its audience, the DW group needs to have a campaign for its different audiences. These audiences can be split by management and analysts as well as by different business groups or functions.

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