“Managing big data for analytics is not the same as managing DW data for reporting. In fact, the two are almost opposites … . For example, reporting is about seeing the latest values of the numbers that you track over time via a report. Obviously, you know the report, the business entities it represents, and the data warehouse that feeds the report. An analysis is more about discovering variables you don’t know, based on data that you probably don’t know very well. Also, a report requires a solid audit trail, so its data must be managed with welldocumented metadata and possibly master data, too. Since most analyses have no expectation of an audit trail, there’s no need to manage one. That’s just a sampling of the differences. The point is to embrace Big Data Management for analytics as a unique practice that doesn’t follow all the strict rules we’re taught for reporting and data warehousing.” Philip Russom ( 2013 )