This article is an interview with Rob Armstrong, Teradata Director of Data Warehouse Support. Rob has collaborated with and led cross-functional project teams to deliver some of the world's most successful data warehouses and information systems. Rob continues to work to develop and enact best practices.

On the difference between data warehouse usage and value - Usage is how much of the system we are keeping busy. Value refers to insight gleaned from the data that leads to actions that lead to generating more revenue, building customer value, or increasing efficiencies.

On the link between data warehouse usage and value - It's not enough to use a data warehouse to generate reports. You have to use the information in an actionable way for it to have real value. You want to drive smarter usage - not just raw usage. Use the system to drive analytics, to understand current and near future events, and not just past events.

On what companies can do to drive usage and value from their data warehouses - To drive higher value, people need to understand what they are trying to achieve. Metrics need to be aligned with outcomes, and metrics must be relevant to employees. People also need to understand how their actions affect the company downstream.

On how the data warehouse can help companies develop better metrics - The data warehouse can highlight the problems that companies aren't solving. By revealing those issues, you can develop metrics that will lead to the outcomes you really want. The data warehouse can highlight what you're not seeing, which can lead your efforts and resources toward getting higher value information from your data warehouse.

On the relationship between data warehouse value and competitiveness - By getting the right solutions, you direct corporate resources to the needs of your customers in a relevant and impactful manner. This leads to higher customer satisfaction, which can only help your competitiveness.