Business intelligence (BI) has always had a “pipeline” orientation—in other words, a primary focus on the one-way flow of data, information, and insights from “sources” (e.g, your customer relationship management systems, enterprise data warehouses, and subject-area data marts) to “consumers” (e.g., you).
But we all know that this pipeline orientation—also known as “simplex” information transfer—doesn’t describe the predominant flow of mission-critical intelligence in our lives. Quite often, the most important insights are those that issue from other people’s heads, not from our companies’ data marts. Many real-world intelligence flows are full-duplex, many-to-many, and person-to-person in orientation. This fundamental truth will continue to drive the spread of “social” architectures in core BI and advanced analytics.
We humans can have all sorts of addictions. Some researchers believe that addictions may be positive -- such as to jogging or meditation -- but of course many addictions are negative.
What about Facebook? There is no doubt that Facebook is addicting -- according to Nielsen, users spend as much time on Facebook as they do Google, Yahoo, YouTube, Wikipedia and eBay combined. But is this a positive addiction or a negative one? Is Facebook jogging, or is it heroin?