Yes "denormalization" was the word for that. Is that still a thing?
"Normalize until it hurts, denormalize until it works."
There's actually two competing philosophies on data warehousing (Inmon and Kimball), but I've only ever used Kimball's method, which favors denormalization.
http://www.computerweekly.com/tip/Inmon-vs-Kimball-Which-app...