Let’s call the whole thing DI

You say dayta and I say dahta. You say business intelligence—and now Colin White and Claudia Imhoff say “decision intelligence.” They may want you to say it, too, depending on what you mean.

Now or later—yesterday afternoon it didn’t sound clear just when—they’d like you to say “decision framework.” Perhaps that’s in addition to “decision intelligence” or instead of it. I’m not sure.

They’re both veterans of technology wars, fads, shifts, realignments and convergences. Both are among the most eminent of BI thought leaders. They’ve given their suggestion a lot of thought.

You may ask why? For one thing, they explain, business intelligence has become too closely associated with analytics and data warehousing. They decided it would be easier to offer a new term than try to straighten out the old one. What will keep the same thing from happening to the new term? A fair question.

A second reason for the new term: they’d like to get your attention.

They hope to have the attention of several hundred attendees tomorrow morning at 8 a.m. at TDWI World Conference in Las Vegas. They’ll explain in detail during their keynote. The hot breakfast, restored by popular demand since last August, won’t hurt.

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