An active data warehouse provides information that enables decision-makers within an organization to manage customer relationships nimbly, efficiently and proactively. Active data warehousing is all about integrating advanced decision support with day-to-day-even minute-to-minute-decision making in a way that increases quality of those customer touches which encourages customer loyalty and thus secure an organization's bottom line. The marketplace is coming of age as we progress from first-generation "passive" decision-support systems to current- and next-generation "active" data warehouse implementations