DB Design consideration

 Is easily to update – either in real time, or in monthly batches.
 Permits ad hoc drill down queries and reports
 Allows you to store an unlimited amount of data about any object
 Permits you to add fields without redoing the whole database.
 Makes it easy to modify the data and to retrieve information
 Makes it easy to develop and carry out personalized communications.
 Permits the inclusion of business rules in the database design.

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