Abstract: An analytical request for information that includes queryable attributes mapped to corresponding fields of customer records from in-memory database of a number of data sources is received. Semantic mapping of the queryable attributes to the corresponding fields of the customer records is resolved according to semantic mapping metadata. A query that includes the corresponding fields is generated and over the in-memory database views and a number fan records each representing a unique fan entity. Fan related data is retrieved from the number of fan records and the in-memory database views based on the executed at least one query. Upon executing the query, at runtime the in-memory database views are dynamically integrated with the number fan records based on a cross-reference table linking the in-memory database views with the number of fan records based on a fan identifier.