Why would you need a hard drive in a business intelligence implementation? While this question is something of an exaggeration, sometimes exaggeration is necessary to more fully understand your needs. After all, as Hamlet said, "I must be cruel, only to be kind."

Let’s look at a quick example. When a consumer needs to buy something, his or her priorities usually include considerations of speed (rapid access to services), flexibility (not wanting to know where the data is stored that the consumer needs to see or generate ), price (cost efficiency) and ease of use.

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