Of all the underreported areas across categories of information management, most lie in the small to midmarket. That's because, in a lot of ways, it’s easier for people like me to know what’s going on at Pfizer or Coca Cola or a big insurance company than what’s happening downstream, where the greater overall market lies. There is prestige in big programs with lots of visible people and titles across the Fortune 500 and many interesting stories are documented there.

And while we've covered midmarket business intelligence and data warehousing activity in our 25 Top information Manager series and in discrete stories involving shippers, retailers, health care providers and many others, many smaller companies are often likely to hold BI and data warehousing close to the vest. They’re competitively unsure whether to talk about it, because they’re not sure where they stand in the broader scheme of small to midmarket companies, and whether they’re better or horribly worse than their peers at these information initiatives.

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