Unknown data is data that is buried in all of the operational data available to organizational decision-makers.

Significant data is sometimes undetected because most data is captured and maintained by a particular department. Data which may seem irrelevant or uninteresting at the department level may yield insights and indicate patterns important at the organizational level, such as: customer behavior and purchasing patterns, the effectiveness of sales promotions, detecting fraud, evaluating risk and assessing the quality of service or products.

Consolidating and Cleansing Data

Data is often located on several different systems, in different formats and structures, and may even redundant. This data provides no real value to business users without some method of accessing it. The data warehouse is a resource for consolidating and cleansing data, facilitating analysis much more effectively than regular flat files or operational databases.

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