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The data that most organizations possess is considered a valuable asset. To really benefit from it, organizations must be able to analyze these data efficiently and effectively. This activity is nowadays referred to as business intelligence and one class of algorithms used within this activity are called data mining methods. There are some famous success stories about knowledge discovered via data mining but there is also a lot of disappointment so far. The paper argues that one of the reasons for some failures to produce better results with data mining is the reliance on transactional and master data only. It points to other types of data that can enrich transactional data and help in this way to produce more interesting and more rewarding data patterns.