It's a buzzword by Bill Inmon et al to keep interest in DW at a high level. It follows DW 2.0 a couple years ago, which earned them some good consulting and education revenue.
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The trouble with doing something right the first time is that nobody appreciates how difficult it was - Steven Wright
It is the new generation of datawarehousing that includes the not structured data, the integration of the MDM, the integration of the CRM in the decision-making, the encapsulation of Business Intelligence in the processes professions.But I need more detailed description, studies on this new concept.
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