Imagine two restaurant chains (one pizza and the other ice cream) that recently had to fully redesign their data warehouse. One of them had more than 30,000 codes for coupons—and there were really only about 21 different coupons. Instead of changing the coding for existing coupons, they kept creating new ones, which were worded SLIGHTLY different. In the end, it made effectiveness and analysis worthless and it cost them thousands of person hours. This is a case where business intelligence wasn’t intelligent at all.