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1. What were HP’s challenges in text mining? How were they overcome?

2. In what other areas, in your opinion, can HP use text mining?

3. Why is it important for DirecTV to have an active data warehouse?

4. What were the challenges DirecTV faced on its way to having an integrated active data warehouse?

5. Identify the major differences between a traditional data warehouse and an active data

warehouse, such as the one implemented at DirecTV.



1. What strategic advantage can DirecTV derive from the real-time system as opposed to a traditional information system?

2. Why do you think large organizations like DirecTV cannot afford not to have a capable data warehouse?

3. Describe data integration.

4. Describe the three steps of the ETL process.

5. Why is the ETL process so important for data warehousing efforts?


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