Biography
Rob Armstrong
Unified Data Architecture Marketing
Data and Analytic Enthusiast
Starting with Teradata in 1987, Rob Armstrong has contributed in virtually every aspect of the data warehouse
and analytical processing arenas. Rob’s work in the computer industry has been dedicated to data-driven
business improvement and more effective business decisions and execution. Roles have encompassed the
design, justification, implementation and evolution of enterprise data warehouses.
Rob has collaborated with and led cross-functional Teradata project teams to deliver some of the most
successful data warehouses and information systems in existence. Rob has worked with companies around the
world to lead workshops, better understand challenges and processes, develop and enact best practices, and
identify business opportunities.
With an extensive background, he has also spent considerable time improving business processes in
manufacturing, telecommunications, transportation, finance, and hospitality. His work can be seen in companies
such as Wal*Mart, Travelocity, Harrah’s Entertainment, 3M, British Airways and many other Teradata
customers. A skilled facilitator, Rob engages the total business-IT spectrum of technologists, business users,
and executives in the common interest of improved performance and ROI from their information environment.
In addition to white papers, presentations and magazine articles, Rob co-authored the book Secrets of the Best
Data Warehouses in the World, together with Ralph Hanusa from Southwestern Bell and Tom Coffing, a data
warehouse consultant with global experience.
A pragmatic visionary, Rob has clearly articulated the key goal for the data warehouse in his second book
Evolving Through Action: Maximizing Business Returns by Driving Action from the Data Warehouse:
“The real purpose of the data warehouse is to move business decisions forward and change the way people are
looking at the business. There needs to be a move from looking ‘at data’ to ‘looking for business opportunities.’”
In his current role, Rob continues the Teradata tradition of integrating data and allowing end user access for true
self driven analysis and data driven actions. He now incorporates the world of non-traditional data and
processing with the traditional world of relation data. As he sees it, “It is not big data, it is just more data”.
Rob earned a B.A. degree in Management Science with an emphasis in mathematics and relational theory at
the University of California, San Diego. He resides and works from San Diego, California.
August 2015