Beyond the Buzz: The Quiet Thunder of Active Data Warehousing

September 10, 2009
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That cicada buzzing sound you hear in the high-tech media around data appliances may lead some to believe that this is where all the IT excitement is. But it’s a distraction from the real excitement. Sure, I know we’ve contributed to that buzz to some degree – with our recent platform family momentum news.

But the real, rules-changing, money-making excitement in the global Teradata customer community continues to be in active enterprise intelligence™ (AEI), especially for frontline business users. It works from a platform we’ve been calling Active Data Warehousing (ADW) for years. It continues to be Something Worth Talking About. Some prefer the term “pervasive BI” or “operational BI.”

Active_Enterprise_Intelligence

Analyst James Kobielus gets it. In one of his reports[1], he wrote: “For the most time-critical decisions, enterprises require ‘really urgent’ analytics.” This is AEI, facilitated by fresh data, in-database analytics, and event triggers that get dramatic business results in real time. Another group that gets it is Judy Davis, Colin White, and Claudia Imhoff, who have a new report: Operational Business Intelligence: The State of the Art.

To cut to the chase, leading edge companies

That cicada buzzing sound you hear in the high-tech media around data appliances may lead some to believe that this is where all the IT excitement is. But it’s a distraction from the real excitement. Sure, I know we’ve contributed to that buzz to some degree – with our recent platform family momentum news.

But the real, rules-changing, money-making excitement in the global Teradata customer community continues to be in active enterprise intelligence™ (AEI), especially for frontline business users. It works from a platform we’ve been calling Active Data Warehousing (ADW) for years. It continues to be Something Worth Talking About. Some prefer the term “pervasive BI” or “operational BI.”

Active_Enterprise_Intelligence

Analyst James Kobielus gets it. In one of his reports[1], he wrote: “For the most time-critical decisions, enterprises require ‘really urgent’ analytics.” This is AEI, facilitated by fresh data, in-database analytics, and event triggers that get dramatic business results in real time. Another group that gets it is Judy Davis, Colin White, and Claudia Imhoff, who have a new report: Operational Business Intelligence: The State of the Art.

To cut to the chase, leading edge companies are using AEI to:

  • Personalize customer web pages in real time with the most recent and relevant detailed information a million times a day (Travelocity)
  • Manage data from retail point of sale systems at every check stand to track and manage prices, inventory, and customer service in real time (Haggen)
  • Capture and integrate web interaction data with information across all other selling channels in real time, to ensure personalized individual customer engagements anywhere, anytime they touch the business (JD Williams)
  • Detect business fraud and crime in real time as it is taking place (Paypal)
  • Automate claims processing in real time with rules, data mining, and embedded BI – (Highmark)

Database boxes are cool and we get a big share of those, but beyond the buzz is the sound of smart money, investing in active data warehousing – and getting a quiet thunder of applause from IT and analytics players focused on delivering dramatic business value.

–Darryl McDonald

[1] “Really Urgent Analytics: The Sweet Spot for Real-Time Data Warehousing” Forrester Research, August 2008