The traditional definition of “data warehouse, or DW” from late ‘70s/early ‘80s involved the end-to-end solution for business users… from extracting data and aggregating it into special data models, the queries, all thru the applications/reports the users...

Making decisions that drive action without objective data to back it up makes no business sense at all, but it happens all the time. Much guess-work goes on, so huge risks and costs follow. And employees get frustrated with activity that doesn't deliver...