When multiple users need the same data for different purposes, they must obtain separate data sets
structured to their specific needs. Figure 1-12 illustrates how customer sales data might be presented to three different users in a durable goods retailing organization. The accounting function needs customer sales data organized by account number and structured to show outstanding balances. This is used for customer billing, AR maintenance, and financial statement preparation. Marketing needs customer sales history data organized by demographic keys. They use this for targeting new product promotions and for selling product upgrades. The product services group needs customer sales data organized by products and structured to show scheduled service dates. Such information is used for making after-sales contacts with customers to schedule preventive maintenance and to solicit sales of service agreements.