The supply chain gang
More broadly, in order to make sense of data across a complete supply chain you need to reconcile information about suppliers with that in your in-house systems. These will rarely have consistent master data definitions i.e. what is "packed product" in your supply chain system may not be exactly the same as "packed product" in you ERP system, or within your marketing database. The packaged application vendors don't control every data definition within an enterprise, and the picture worsens if the customer needs to work with external suppliers more closely e.g. some supermarkets have their inventory restocked by their suppliers when stocks go below certain levels. Even if your own master data is in pristine condition, you can be sure that your particular classifications structure is not the same as any of your suppliers. Hence making sense of the high level picture becomes complex since it involves reconciling separate business models. Application vendors assume that their own model is the only one that makes sense, while BI vendors assume that such reconciliation is somehow done for them in a corporate data warehouse. What is needed is an application-neutral data warehouse in which the multiple business models can be reconciled and managed, preferably in a way that allows analysis over time e.g. as business structures change. Only with this robust infrastructure in place will the full value of the information be able to be exploited by the BI tools.