now looks at the data. The end user decides the data can be simplified and organized
differently. The data can be visualized. So now, the end user wants the data to be
convenient to get and organized and visualized.
Step 3 shows this part of the end user awareness cycle (Fig. 15.1.3).
Fig. 15.1.3 Step 3—end user cycle of awareness.After the end user starts to get their data quickly and conveniently and simplified and
organized, the end user then starts to pay attention to the accuracy and believability of
the data. At this point, the end user discovers that he/she has been given incorrect data.
The data are worthless because they are wrong. In a way, the data at this point are a
liability. It LOOKS LIKE the right data; it is just incorrect. If one were to believe the
data, the wrong business decision could be made. And it takes a concerted effort to find
out that the data are incorrect.
Now, the end user adds one more parameter to his/her awareness. Now, the end user
wants accurate, believable data. Step 4 in the end user awareness cycle looks like (Fig.
15.1.4).
Chapter 15.1: The System of Record