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Chapter 7 Data Resource ManagementManagement
D A T A C O N C E P T S
D A T A B A S E M A N A G E M E N T
T Y P E S O F D A T A B A S E S
McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights d
Learning Objectivesg j7-2
E l i th b i l f i l ti d t 1. Explain the business value of implementing data resource management processes and technologies in an organizationin an organization.
2. Outline the advantages of a database management h t i th d t f approach to managing the data resources of a
business, compared to a file processing approach.
l i h d b f h l3. Explain how database management software helps business professionals and supports the operations
d f b iand management of a business.
Learning Objectivesg j7-3
P id l t ill t t h f th f ll i 4. Provide examples to illustrate each of the following concepts:
M j t f d t ba. Major types of databases
b. Data warehouses and data mining
Logical data elementsc. Logical data elements
d. Fundamental database structures
e Database developmente. Database development
Case 1: Harrah’s Entertainment and Others7-4
F i f th i t i t t t i th For casinos, one of their most important assets is the data about the high-roller customers
h b k l f What steps can be taken to prevent employees from stealing this data?
lManagerial
Legal
T h i lTechnical
Case Study Questionsy Q7-5
Wh h d l t i IT h l d t i 1. Why have developments in IT helped to increase the value of the data resources of many companies?
h h bili i i d h i 2. How have these capabilities increased the security challenges associated with protecting a company’s d t ?data resources?
3. How can companies use IT to meet the challenges f d iof data resource security?
Real World Internet Activityy7-6
C i i i l d ti iti 1. Companies are increasingly adopting a position that data is an asset that must be managed with the same level of attention as that of cash and other same level of attention as that of cash and other capital. Using the Internet,
See if you can find examples of how companies treat their See if you can find examples of how companies treat their data.
Does there seem to be any relationship between companies Does there seem to be any relationship between companies that look at their data as an asset and companies that are highly successful in their respective industries?
Real World Group Activityp y7-7
Th ill t t h l bl d t The case illustrates how valuable data resources are to the casino industry. In small groups,
Di th i d t i h th i d t l l th i Discuss other industries where their data are clearly their lifeblood.
For example it has been estimated that any firm in the For example, it has been estimated that any firm in the financial industry would have a life expectancy of less than 100 hours if they were placed in a position where they could not
h i i i l d D i h hi access their organizational data. Do you agree with this estimate?
Examples of logical data elementsp g7-8
Fundamental Data Conceptsp7-9
Ch t i l l h b ti i th Character: single alphabetic, numeric or other symbol
i ld d i i f l d hField or data item: a grouping of related charactersRepresents an attribute (a characteristic or quality) of some entity (object person place or event)entity (object, person, place or event)
Example: salary
Record: grouping of all the fields used to describe Record: grouping of all the fields used to describe the attributes of an entity
Example: payroll record with name SSN and rate of payExample: payroll record with name, SSN and rate of pay
Fundamental Data Conceptsp7-10
Fil t bl f l t d dFile or table: a group of related records
Database: an integrated collection of logically l d d lrelated data elements
Electric Utility Databasey7-11
Source: Adapted from Michael V. Mannino, Database Application Development and Design(Burr Ridge, IL: McGraw-Hill/Irwin, 2001), p. 6.
Database Structures7-12
Hi hi lHierarchical
Network
Relational
Object-orientedj
Multidimensional
Hierarchical Structure7-13
E l DBMS t tEarly DBMS structure
Records arranged in tree-like structure
Relationships are one-to-many
Hierarchical Structure7-14
Network Structure7-15
U d i i f DBMS kUsed in some mainframe DBMS packages
Many-to-many relationships
Network Structure7-16
Relational Structure7-17
M t id l d t tMost widely used structure
Data elements are viewed as being stored in tables
Row represents record
Column represents fieldp
Can relate data in one file with data in another file if both files share a common data elementboth files share a common data element
Relational Structure7-18
Relational Operationsp7-19
S l t Select: Create a subset of records that meet a stated criterion
E l l t l h k th $Example, select employees who make more than $30,000
JoinC bi bl ilCombine two or more tables temporarily
Looks like one big table
P j tProjectCreate a subset of columns in a table
Multidimensional Structure7-20
V i ti f l ti l d lVariation of relational model
Uses multidimensional structures to organize data
Data elements are viewed as being in cubes
Popular for analytical databases that support Online p y ppAnalytical Processing (OLAP)
Multidimensional Model7-21
5-21
Object-oriented Structurej7-22
Obj t i t fObject consists ofData values describing the attributes of an entity
O ti th t b f d th d tOperations that can be performed on the data
Encapsulation: C bi d d iCombine data and operations
Inheritance: New objects can be created by replicated some or all of the characteristics of parent objects
Object-oriented Structurej7-23
Source: Adapted from Ivar Jacobsen, Maria Ericsson, and Ageneta Jacobsen, The Object Advantage: Business Process Reengineering with Object Technology (New York: ACM Press, 1995), p. 65. Copyright @ 1995, Association for Computing Machinery. By permission.
Object-oriented Structurej7-24
U d i Obj t i t d d t b t Used in Object-oriented database management systems (OODBMS)
S l d Supports complex data typesExamples, graphic images, video clips, web pages
Evaluation of Database Structures7-25
Hi hi lHierarchicalWorked for structured routine transaction processing
C ’t h dl t l ti hiCan’t handle many-to-many relationships
NetworkM fl ibl h hi hi lMore flexible than hierarchical
Unable to handle ad hoc requests
R l ti lRelationalEasily respond to ad hoc requests
E i k i h d i iEasier to work with and maintain
Not as efficient or quick as hierarchical or network
Database Developmentp7-26
D t b Ad i i t t (DBA)Database Administrator (DBA)In charge of enterprise database development
D D fi i i L (DDL)Data Definition Language (DDL)Develop and specify the data contents, relationships and structurestructure
These specifications are stored in data dictionary
Data dictionaryData dictionaryData base catalog containing metadata
Metadata data about dataMetadata – data about data
Database Developmentp7-27
Data Planning Processg7-28
E t i M d lEnterprise ModelDefines basic business process of the enterprise
D fi d b DBA d d i ith d Defined by DBAs and designers with end users
Data ModelingR l i hi b d lRelationships between data elements
Entity Relationship Diagram (ERD) common tool for modeling
Entity Relationship Diagramy p g7-29
Database Design Processg7-30
L i l d iLogical designSchema – overall logical view of relationships
S b h l i l i f ifi d Subschema – logical view for specific end users
Data models for DBMS
Ph i l d iPhysical designHow data are to be stored and accessed on storage devices
Logical and Physical Database Viewsg y7-31
Case 2: Emerson and SanofiData stewards seek data conformityy
7-32
D t t d d di t d t t bli hi d Data stewards: dedicated to establishing and maintaining the quality of data
li i b i h l d Data quality team requires business, technology and diplomatic skills
Focus on data content
Case Study Questionsy Q7-33
Wh i th l f d t t d id d t b 1. Why is the role of a data steward considered to be innovative? Explain.
h h b i b fi i d i h h 2. What are the business benefits associated with the data steward program at Emerson?
3. How does effective data resource management contribute to the strategic goals of an organization?
id l f d hProvide examples from Emerson and others.
Real World Internet Activityy7-34
Th l f d t t d i l ti l d it 1. The role of data steward is relatively new, and its creation is motivated by the desire to protect the valuable data assets of the firm There are many valuable data assets of the firm. There are many job descriptions in the modern organization associated with the strategic management of data associated with the strategic management of data resources. Using the Internet,
See if you can find evidence of other job roles that are See if you can find evidence of other job roles that are focused on the management of an organization’s data.
How might a person train for these new jobs?g p j
Real World Group Activityp y7-35
A d d t ll t d t d As more and more data are collected, stored, processed, and disseminated by organizations, new and innovative ways to manage them must be and innovative ways to manage them must be developed. In small groups,
Discuss how the data resource management methods of today Discuss how the data resource management methods of today will need to evolve as more types of data emerge.
Will we ever get to the point where we can manage our data in Will we ever get to the point where we can manage our data in a completely automated manner?
Data Resource Managementg7-36
M i l ti itManagerial activity
Applies IS technologies like data management and d h i d data warehousing to manage data resources to meet the information needs of business stakeholders
Types of databasesyp7-37
Operational Databasesp7-38
St d t il d d t t t b i Store detailed data to support business processes
Examples, customer database, inventory database
Distributed Databases7-39
Copies or parts of databases on servers at a variety of locationsCopies or parts of databases on servers at a variety of locationsChallenge: any data change in one location must be made in all other locationsReplication:
Look at each distributed database and find changesApply changes to each distributed databaseVery complex
D li tiDuplicationOne database is masterDuplicate that database after hours in all locationsDuplicate that database after hours in all locationsEasier
External Databases7-40
D t b il bl f f f i l li Databases available for a fee from commercial online services or
f f ld id bFor free from World Wide Web
Examples, statistical databanks, bibliographic and full text databases
Hypermedia Databaseyp7-41
W b it d t bWebsite database
Consists of hyperlinked pages of multimedia (text, hi id li di )graphics, video clips, audio segments)
Data Warehouse7-42
Stores data that has been extracted from the Stores data that has been extracted from the operational, external and other databasesData has been cleaned transformed and catalogedData has been cleaned, transformed and catalogedUsed by managers and professionals for
Data mining Data mining, Online analytical processing, Business analysis, y ,Market research,Decision support
Data mart is subset of warehouse for specific use of department
Data Warehouse7-43
Source: Adapted courtesy of Hewlett-Packard.
Data Miningg7-44
D t i d t h l d t l Data in data warehouse are analyzed to reveal hidden patterns and trends
lExamples:Perform market-basket analysis to identify new business processesprocesses
Find root causes to quality problems
Cross sell to existing customersCross sell to existing customers
Profile customers with more accuracy
Traditional File Processingg5-45
D t t d i i d d t filData stored in independent files
Problems:Data redundancy
Lack of data integration
D d d fil d i d f Data dependence – files, storage devices, and software are dependent on each other
Lack of data integrity or standardizationLack of data integrity or standardization
Traditional File Processingg7-46
Database Management Approachg pp7-47
C lid t d t i t d t b th t b d Consolidate data into databases that can be accessed by different programs
d b ( S)Use a database management system (DBMS)
DBMS serves as interface between users and databases
Database Management Approachg pp7-48
DBMS Major Functionsj7-49
Database Interrogationg7-50
E d DBMS b ki f i f ti i End users use a DBMS by asking for information via a query or a report generator
Q l i di d h Query language – immediate responses to ad hoc data requests
d l d dSQL (Structured Query Language) an international standard query language
Graphical Queries Point and click methodsGraphical Queries -- Point-and-click methods
Natural Queries – similar to conversational English
Report generator quickly specify a report format Report generator – quickly specify a report format for information you want printed in a report
Natural Language versus SQLg g Q7-51
Graphical Queryp Q y7-52
Source: Courtesy of Microsoft Corp.
Database Maintenance7-53
U d ti d t b t fl t b i Updating database to reflect new business transactions such as a new sale
b i i i h Done by transaction processing systems with support of DBMS
Application Developmentpp p7-54
U DBMS ft d l t t l t d l Use DBMS software development tools to develop custom application programs
i l i ( )Data Manipulation Language (DML)
Case 3: Acxiom CorporationData Demands Respectp
7-55
A i d th thiAcxiom does three things:Managing large volumes of data
Cl i t f i d h i th t d tCleaning, transforming, and enhancing that data
Distilling business intelligence from that data to drive smart decisionsdecisions
Provides information products
Manages clients’ dataManages clients data
Case Study Questionsy Q5-56
A i i i i t f b i H ld 1. Acxiom is in a unique type of business. How would you describe the business of Acxiom? Are they a service or a product oriented business?service- or a product-oriented business?
2. From the case, it is easy to see that Acxiom has f d id i t f d t f diff t focused on a wide variety of data from different sources. How does Acxiom decide which data to
ll t d f h ?collect and for whom?
3. Acxiom’s business raises many issues related to i I h d ll d b A i ll privacy. Is the data collected by Acxiom really
private?
Real World Internet Activityy7-57
I th it t t d th t A i t t d th 1. In the case, it was stated that Acxiom started as the result of a spin-off from a bus company. Using the InternetInternet,
See if you can find the history of Acxiom.
How does a bus company evolve into a data collection and How does a bus company evolve into a data collection and dissemination company?
Real World Group Activityp y7-58
Th i bl f d b A i The privacy problems faced by Acxiom were associated with the accidental dissemination of data deemed sensitive by a third party In small groupsdeemed sensitive by a third party. In small groups,
Discuss the privacy issues associated with Acxiom’s business.
Do you think they are doing anything wrong?Do you think they are doing anything wrong?