The marketing organization will constantly want to introduce new segments. Many of them will be of the fairly static and dynamic types that will have long lives in the data warehouse. What we don't want is for the data warehouse administrator to have to get involved in the creation of new tables each time a new classification is invented. This, in effect, results in frequent changes to the data warehouse structure and will lead to the marketing people getting involved in complex change control procedures and might ultimately result in a stifling of creativity.
The marketing organization will constantly want to introduce new segments. Many of them will be of the fairly static and dynamic types that will have long lives in the data warehouse. What we don't want is for the data warehouse administrator to have to get involved in the creation of new tables each time a new classification is invented. This, in effect, results in frequent changes to the data warehouse structure and will lead to the marketing people getting involved in complex change control procedures and might ultimately result in a stifling of creativity.