Business intelligence (BI) is booming. Everyone I talk to these days is undertaking or well into a major BI initiative. Enterprise reporting is a product that clearly has been needed, and the BI vendors have responded with enterprise class tools to support enterprise reporting. In the gold rush to provide businesses with dashboards sporting the latest eye catching visualizations, the accuracy of the information that feeds the BI tools almost seems like an afterthought. Do your metrics accurately reflect the events they are measuring? Is your actionable information accurately reflecting your customer, ordering, and product transactions? Let me illustrate a recent interaction with my wireless provider to highlight how your company may be misinterpreting business activities.


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