Data Warehousing’s Full Potential: Not Reached?

by Davina V
According to the article a new survey of 421 data managers and professionals affiliated with Independent Oracle Users Group (IOUG) members find “that while most companies have well-established data warehouse systems, adoption is still limited within their organization”. Data warehouses serve as the foundation for business intelligence and analytics applications across 66% of the companies in the survey. However in many of these organizations the data within these warehouses remain separated from its mainstream business operations. Only 33% on the respondent’s companies enable its use for their marketing and sales departments. About a third of the responses indicated that the companies made significant investments in 2010 to 2011 but are unsure about investments for 2012. Thirty percent report budget increases exceeding 25 percent, however this was conducted in mid-2011 and respondents were unsure of the budget for data warehousing. Close to 90% of the respondents have reported an increase of volume in their companies’ data warehouses, and expect it to continue growing. But close to 50% are unsure that the warehouses “will be able to scale down to meet future data requirements”. Over all the people who took the survey stated that the information could have been used better. Some of the information implies that some of the data is duplicated and as a whole may be unorganized. A majority of the respondents expect that to change in the future, though.

We are going to learn about data warehouses this week so I thought that it would be interested to see how businesses use it. Instead, I see how much the companies in the survey limit themselves in using them.

I thought the article was interesting, if not disappointing to read, because data warehousing sounds like it has the potential to be a useful tool. However, the respondents’ companies at the time use it as a person only uses a multi-tool for one use only.

McKendrick, J. (2011). Data warehousing reaches an inflection point. EventDV24(10), 2-3. Retrieved from

2 thoughts on “Data Warehousing’s Full Potential: Not Reached?”

  1. I'm amazed that many companies have not tapped into the potential gold mine that is their data warehouse. We are living in the information age which would make you think usable information would be highly sought after.

  2. First off, open source solutions can cut costs here and allow companies to grow at their own pace. For example, FB. Second, this is a great article because I have been following BI since cognos was first introduced. There is definitely an enormous amount of potential here and Amazon is just one true testament of this. However, I feel that it is still too early to tell if EVERY business can find effective and efficient uses of this type of data warehousing. Imho, the uses of technology are only limited by people's imagination.

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