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Does Data Modeling

Have Business Value?October 13, 2016Joy RuffProduct Marketing ManagerJoyce.Ruff@idera.com

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Agenda

The value of enterprise data Data trends Communication gaps Common understanding

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Value of Enterprise Data

“Business executives and IT managers are increasingly

referring to information as one of their organization’s most critical

and strategic corporate assets. Certainly there is a sharp

rise in enterprises leveraging information as a performance

fuel, competitive weaponry and a relationship adhesive.”

4

Keeping pace with the rapid growth of data, change and compliance

Evolving Database

Ecosystems

Volume, Velocity, Variety

Agile Development

Cycles

Maximizing IT

Infrastructure

ComplianceLimited Resources

Database Professionals Need the Right Tools

5

Enterprise Data Trends

Increasing volumes, velocity, and variety of Enterprise Data30% - 50% year/year

growth

Decreasing % of enterprise data

which is effectively utilized5% of all Enterprise

data fully utilized

Increased risk from data

misunderstanding and non-compliance$600bn/annual cost

for data clean-up in U.S.

6

Business Stakeholders’ Data Usage

Suspect that business stakeholders INTERPRET DATA INCORRECTLY

Yes, fre-

quently14%

Yes, occasionally66%

No, never9%

I don’t know10%

Suspect that business stakeholders make decisions USING THE WRONG DATA?

Yes, frequently11%

Yes, oc-casionally

64%

No, never13%

I don’t know12%

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Enterprise Architecture Framework

Enterprise Enablement

Busin

ess A

rchi

tect

ure

Appl

icatio

n Ar

chite

ctur

e

Tech

nica

l Arc

hite

ctur

e

Data Architecture

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Complex Data Landscape

Proliferation of disparate systems ERP, mismatched departmental solutions SAAS (externally controlled and managed), cloud Obsolete legacy systems Poor decommissioning strategy Point-to-point interfaces Data warehouse, data marts, ETL …

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Usability: Design –> Metadata

Discovery• Where do I find Customer information?

Comprehension• What does it mean? Is “11” good or bad?

Compliance• Can I share this part of the Customer record?

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Data Model Usage & Understanding

We don’t use data models

Other

Our data team does most data models but developers also build them as needed

Our database administrators own data modeling

Developers develop their own data models

We have a data modeling team that is responsible for data models

0% 10% 20% 30% 40%

13%

3%

16%

19%

31%

18% Completely understand

20%

Understand somewhat60%

Don’t un-derstand

17%

I don’t know3%

87%

What is your organization’s approach to data modeling?

How well does your organization’s technology leadership team understand the value of using data

models?

11

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Creating Value with Data Architecture & Modeling

Build• Manage redundancy• Integrate and rationalize• Increase quality

Use & Maintain• Increase discoverability• Improve comprehension

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Types of Models

Conceptual• Technology-neutral, high-level layout of entities and their relationships • Used to establish contextual consensus among modeling domain stakeholders• Usually owned by information workers

Logical• Adds detail to conceptual models in a technology-neutral rendering• More context on the entity relationships, including terms and definitions• Used by data architects and application developers

Physical• Tied to a particular database implementation• Includes implementation-level details such as indexing and federation• Usually created and maintained by systems architects and administrators

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Addressing Complexity through Models

Reverse engineering: wide variety of platforms including Big Data

Multi-level sub-models: allow business decomposition What and where?• Naming standards • Universal mappings

Document and define• Metadata extensions (attachments)• Business glossaries

Data in context: business processes Data lineage Repository, collaboration & publishing

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The Need for Common Understanding

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Apply Meaning with Business Glossaries

Maximize understanding of the core business concepts and terminology of the organization

Minimize misuse of data due to inaccurate understanding of the business concepts and terms

Improve alignment of the business organization with the technology assets (and technology organization)

Maximize the accuracy of the results to searches for business concepts, and associated knowledge

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Functional Comparison of Excel & VisioMicrosoft Excel and Visio Professional Data Modeling Tool

Not intuitive as data modeling tools – not designed for this function

Extremely intuitive and easy to use as a data modeling tool, for new users and very experienced data management professionals

No rules to guide the user through a modeling process, and no error handling

Provides many integrated tools for rule-based data model development, error handling, logical and physical data modeling

Provide mostly static pictures of data models – no code-generation capabilities and no reporting options

Includes interactive capabilities for the development of sophisticated, complex data models

No support for data dictionary or the ability to re-use data models – extremely difficult to develop models in a consistent fashion

Users can easily share, re-use, re-purpose, and reverse engineer data models, improving data quality and compliance through standardization and collaboration

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Justifying the Value Investment

Benefits• Consistency and standardization• Improved data quality• Reduced operating costs

Results• Greater reuse of assets• More informed decision-making

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Summary

Enterprise architecture is vital to the business• Defines alignment with business strategy• Builds on a data architecture foundation• Drives business value from IT solutions and assets• Brings order from chaos

A robust and comprehensive data architecture and modeling program is the foundation for:• Compliance• Data governance• Master data management• Business intelligence and analysis

Enterprise Enablement

Busin

ess

Arch

itect

ure

Appl

icatio

n Ar

chite

ctu

re

Tech

nica

l Ar

chite

ctu

re

Data Architecture

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Thanks!Any questions?You can find me at:joyce.ruff@idera.com

@jfruff

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ER/Studio Enterprise Team Edition

Collaborate to capture corporate knowledge and establish consistent business terms

Provide access to models and metadata across the organization

Automate and document model deployments

Collaboration, coordination and automation for high-performance teams

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Enterprise Collaboration: Share Metadata Across Business & IT

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