External data is data that a company could acquire outside their internal systems. This external data could bring another dimension for the companies, and allow them to further understand the environment. External data incorporated into a data warehouse makes it possible to exploit a number of application areas. The comprehensive aim of this dissertation is to outline what application areas that companies exploits today and what the future will bring. To achieve this, an interview study among people working with external data and DWs have been conducted.
Based on the information gathered through the study, the most common application areas are address updates, credit information, and marketing. Some smaller application areas have also been identified. A discussion on what application areas that will come in the future, are also to be found.