The world for analysts is changing. Unlike ever before, every interaction with a customer is at our fingertips. Only a decade ago, marketing took place at events, on television, on radio, or in print advertising. Sales over steak dinners and cocktails. Products were hosted behind a customer’s firewall. Today these interactions are digital - occurring in blogs, email, webinars, social media, and in cloud hosted software. The data warehouse has enabled us to load, transform, enrich and pull data nearly instantaneously. The implication: analysts must now understand their business across every function in a way unparalleled historically. How do we cope?