Metadata is content from the database or data warehouse of your business.
This tells you what data you have, where it comes from, what it means and what its relationship is to other data in the database.
Business metadata may also serves as documentation for the BI system.
This is important to store the other non-mandatory but important information about any business and various non-routine events
For Eg: if you have sent out Sales Pitch Fliers/Email Adverts to a particular Targeted Industry Verticals. The metadata is the stroage which would hold this information for each of these recipients