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This web page clickstream.blogspot.com states the following, "TDWI Conference Keynote The End of the Beginning Looking Beyond Todays BI." We saw that the webpage said " The media today are talking about the maturing of the information economy and how business intelligence has become a commodity." It also said " Big data hype says the relational database is a dead-end and BI is headed that direction too. They point out deficiencies in the scalability and features of technologies designed for a world of scarce information, not overwhelming data. From this perspective, the media are right." The header had mark madsen as the highest ranking optimized keyword. It is followed by business intelligence, BI, and data warehouse which isn't as ranked as highly as mark madsen. The next words clickstream.blogspot.com used was data integration. DW was included but will not be viewed by search engines.