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Charles Nicholls, SeeWhy's CEO, said that more traditional approaches to business intelligence are unsuited to the era of service-oriented architecture, or SOA. "History shows that wherever we deploy applications, business intelligence is always a key requirement of the total solution," he said. "The traditional answer has been to build data warehouses. This wont work in SOA because business intelligence needs to be embedded as part of the process, not simply reporting on process execution after the fact."