Using an story of a cheating Vegas dealer illegally working with a customer to illustrate how data silos don’t interact, Jeff introduced the concept of “Enterprise Amnesia”. In this story the dealer and customer share a common address – clearly a signal that something is wrong. “Enterprise Amnesia” is when marketing, HR an security departments don’t share a common database. Enterprise Intelligence requires persistent context. Data and queries in a single data space. Federated search – just in time context.

Sequence neutrality – identifying the same customer in a database. Database drift is natural and the bigger the wearhouse the more this problem persists.