Information Flow in Organizations “Front-End” “Middle” “Back-End” End-Users / End-User Analysts “Tip of the Iceberg” “Information Consumers” Use “Front-End” Apps “Consume” Info from dashboards, reports, & cubes built by “Info Authors” Programmers (e.g., JavaScript, Python, or R) Create Programs “Information Authors” “Author” reports, create dashboards & cubes “Submerged part of Iceberg” DB Administrators DW and/or DL Administrators NW Administrators Use “Back-End Apps” Create Data Environment (i.e., DBs, DWs, and Data Lakes) “Info Creators” (Sales people, purchasers, etc.) Data-Capturing Apps Transactional Databases Data Warehouse and/or Data Lake “Info Consumers” (Analysts, Managers, etc.)