In order to make strategic decisions about which products to feature in our store, we need to carefully
analyze the sales and clickstream data. This type of data analysis is one form of business intelligence.
If there is one thing plentiful in the world today, it is data. At the heart of every information system is a
database that captures transactional data. For example, who bought what, when, for how much, and so
forth. It is useful to know about the architecture of the transactional systems so that it is not a complete
mystery how the data is captured.