To succeed in today's data rich environment, Business Intelligence (BI) experts are looking to un-archive data and put it back into the analytics domain. "Life Events" are now being analyzed using super-computing resources. Data about having children, buying a new car, or even simple TV purchases do not happen every 6 months by the same consumer. To understand your customer, their family, their patterns over the full life of your relationship with them, data warehousing experts want to include up to 10 or 20 years of data into their analytic environments. All they need is good performance, and a beneficial return on investment (ROI) to get the budget for their programs.