Industry analysts have observed publicly that large-scale decision support systems — data warehouses, data marts, and business intelligence applications — have a dangerous characteristic.

The explanation for this phenomena is straightforward, the more you give people, in terms of data and analytical functionality, the more they want. Demand, where data-driven decision-making is concerned, is insatiable.

This phenomena, can be referred to as the Requirements Spiral. Seen from the perspective of the business, no matter how sophisticated, comprehensive, or useful the existing data warehouse is, users perceive it as: infrastructure. It is simply part of the assumed level of service. It’s what is already in place and nothing new.

Demand for data and analytics is relentlessly focused on the new: what decision-makers don’t have, can’t get, and therefore value the most.

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