data resource magt ppt2

8/12/2019 Data Resource Magt Ppt2

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McGraw-Hill/Irwin 2008,The McGraw-Hil l Companies, All Rights Reserved

Chapter 5

Data Resource Management


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Learning Objectives

1. Explain the business value of implementingdata resource management processes andtechnologies in an organization.

2. Outline the advantages of a databasemanagement approach to managing the dataresources of a business, compared to a fileprocessing approach.

3. Explain how database management softwarehelps business professionals and supports theoperations and management of a business.


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Learning Objectives

4. Provide examples to illustrate each of thefollowing concepts:

a. Major types of databases

b. Data warehouses and data mining

c. Logical data elements

d. Fundamental database structures

e. Database development


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Examples of logical data elements


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Fundamental Data Concepts

Character: single alphabetic, numeric or othersymbol

Fieldor data item: a grouping of related

characters Represents an attribute(a characteristic or quality) of

some entity(object, person, place or event)

Example: salary

Record: grouping of all the fields used todescribe the attributes of an entity Example: payroll record with name, SSN and rate of

pay


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Fundamental Data Concepts

Fileor table: a group of related records

Database: an integrated collection of logicallyrelated data elements


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Database Structures

Hierarchical

Network

Relational

Object-oriented Multidimensional


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Hierarchical Structure

Early DBMS structure

Records arranged in tree-like structure

Relationships are one-to-many


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Hierarchical Structure


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Network Structure

Used in some mainframe DBMS packages

Many-to-many relationships


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Network Structure


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Relational Structure

Most widely used structure Data elements are viewed as being stored in

tables

Row represents record Column represents field

Can relate data in one file with data in anotherfile if both files share a common data element


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Relational Structure


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Relational Operations

Select: Create a subset of records that meet a stated criterion

Example, select employees who make more than$30,000

Join Combine two or more tables temporarily

Looks like one big table

Project Create a subset of columns in a table


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Multidimensional Structure

Variation of relational model Uses multidimensional structures to organize

data

Data elements are viewed as being in cubes Popular for analytical databases that support

Online Analytical Processing (OLAP)


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Multidimensional Model


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Object-oriented Structure

Objectconsists of Data values describing the attributes of an entity

Operations that can be performed on the data

Encapsulation: Combine data and operations

Inheritance:

New objects can be created by replicated some or all of

the characteristics of parent objects


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Source: Adapted from Ivar Jacobsen, Maria Ericsson, and Ageneta Jacobsen, The Object Advantage: Business ProcessReengineering with Object Technology(New York: ACM Press, 1995), p. 65.Copyright @ 1995, Association for Computing Machinery. By permission.


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Used in Object-oriented database managementsystems (OODBMS)

Supports complex data types

Examples, graphic images, video clips, web pages


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Evaluation of Database Structures

Hierarchical Worked for structured routine transaction processing

Cant handle many-to-many relationships

Network More flexible than hierarchical Unable to handle ad hoc requests

Relational

Easily respond to ad hoc requests Easier to work with and maintain

Not as efficient or quick as hierarchical or network


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Database Development

Database Administrator (DBA) In charge of enterprise database development

Data Definition Language (DDL)

Develop and specify the data contents, relationshipsand structure

These specifications are stored in data dictionary

Data dictionary

Data base catalog containing metadata Metadatadata about data


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Database Development


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Data Planning Process

Enterprise Model Defines basic business process of the enterprise

Defined by DBAs and designers with end users

Data Modeling

Relationships between data elements

Entity Relationship Diagram (ERD)common tool formodeling


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Entity Relationship Diagram


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Database Design Process

Logical design Schemaoverall logical view of relationships

Subschemalogical view for specific end users

Data models for DBMS

Physical design How data are to be stored and accessed on storage

devices


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Logical and Physical Database Views


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Data Resource Management

Managerial activityApplies IS technologies like data management

and data warehousing to manage data resourcesto meet the information needs of businessstakeholders


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Types of databases


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Operational Databases

Store detailed data to support businessprocesses

Examples, customer database, inventorydatabase


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Distributed Databases

Copies or parts of databases on servers at a variety oflocations

Challenge: any data change in one location must bemade in all other locations

Replication: Look at each distributed database and find changes

Apply changes to each distributed database

Very complex

Duplication One database is master

Duplicate that database after hours in all locations

Easier


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External Databases

Databases available for a fee from commercialonline services or

For free from World Wide Web

Examples, statistical databanks, bibliographicand full text databases


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Hypermedia Database

Website database Consists of hyperlinked pages of multimedia

(text, graphics, video clips, audio segments)


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Data Warehouse

Stores data that has been extracted from the operational,external and other databases

Data has been cleaned, transformed and cataloged

Used by managers and professionals for Data mining,

Online analytical processing,

Business analysis,

Market research,

Decision support

Data mart is subset of warehouse for specific use ofdepartment


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Data Warehouse

Source: Adapted courtesy of Hewlett-Packard.


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Data Mining

Data in data warehouse are analyzed to revealhidden patterns and trends

Examples:

Perform market-basket analysis to identify newbusiness processes

Find root causes to quality problems

Cross sell to existing customers

Profile customers with more accuracy


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Traditional File Processing

Data stored in independent files Problems:

Data redundancy

Lack of data integration

Data dependencefiles, storage devices, and softwareare dependent on each other

Lack of data integrity or standardization

T di i l Fil P i


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Traditional File Processing


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Database Management Approach

Consolidate data into databases that can beaccessed by different programs

Use a database management system (DBMS)

DBMS serves as interface between users anddatabases

D t b M t A h


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Database Management Approach

DBMS M j F ti


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DBMS Major Functions

D t b I t ti


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Database Interrogation

End users use a DBMS by asking for informationvia a query or a report generator

Query languageimmediate responses to adhoc data requests

SQL(Structured Query Language) an internationalstandard query language

Graphical Queries -- Point-and-click methods

Natural Queriessimilar to conversational English

Report generatorquickly specify a reportformat for information you want printed in areport

Nat ral Lang age ers s SQL


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Natural Language versus SQL

Graphical Query


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Graphical Query

Source: Courtesy of Microsoft Corp.

Database Maintenance


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Database Maintenance

Updating database to reflect new businesstransactions such as a new sale

Done by transaction processing systems withsupport of DBMS

Application Development


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Application Development

Use DBMS software development tools todevelop custom application programs

Data Manipulation Language (DML)

Case 1: Amazon, eBay, and Google:Unlocking and Sharing Business


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Unlocking and Sharing BusinessDatabases

Companies such as Amazon, eBay and Google areunlocking their databases and sharing their data withdevelopers, entrepreneurs and their business partners.

In the hands of top Web innovators, this data could be

the dynamo of new Web sites and businesses thatwould expand the companys online footprint and

ultimately drive more sales.

This also involves risk in terms of misuse of companys

data and companies will have to take steps insafeguarding their data.

Case Study Questions


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1. What are the business benefits to Amazon and eBay ofopening up some of their databases to developers andentrepreneurs? Do you agree with this strategy? Why orwhy not?

2. What business factors are causing Google to move

slowly in opening up its databases? Do you agree withits go-slow strategy? Why or why not?

3. Should other companies follow Amazons and eBayslead and open up some of their databases todevelopers and others? Defend your position with

examples of the risks and benefits to an actualcompany.

Real World Internet Activity


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1. The concept of opening up a companysproduct, inventory, and other databases todevelopers and entrepreneurs is a relativelynew one.

Use the Internet to find examples of companies thathave adopted this strategy and the benefits theyclaim for doing so.

Real World Group Activity


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2. Opening up selective databases to outsiders isnot a risk-free strategy for a company. Whatrisks are involved? What safeguards shouldbe put in place to guard against loss or misuse

of a companys data? Discuss and take a stand on these issues.

Case 2:Emerson and Sanofi: Data


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Stewards Seek Data Conformity

For data warehouse to work properly, data has to bestandardized.

Companies are hiring data stewards who are dedicatedto establishing and maintaining the quality of data

entered into the operational systems that feed the datawarehouse.

Data stewards need to have business knowledgebecause they need to make frequent judgment calls.

Data quality is a journey, not a destination.



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1. Why is the role of a data steward considered tobe innovative? Explain.

2. What are the business benefits associated withthe data steward program at Emerson?

3. How does effective data resourcemanagement contribute to the strategic goalsof an organization? Provide examples from

Emerson and others.



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1. As discussed in the case, the role of datasteward is relatively new, and its creation ismotivated by the desire to protect the valuabledata assets of the firm.

There are many job descriptions in the modernorganization associated with the strategicmanagement of data resources. Using the Internet,see if you can find evidence of other job roles that are

focused on the management of an organizationsdata. How might a person train for these new jobs?



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2. As more and more data are collected, stored,processed, and disseminated by organizations,new and innovative ways to manage themmust be developed.

Discuss how the data resource management methodsof today will need to evolve as more types of dataemerge. Will we ever get to the point where we canmanage our data in a completely automated manner?

Case 3:Acxiom Corporation: Data


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Demand Respect Acxiom Corporation manages other companies data as

well as manages their data centers. Acxiom manages large volumes of data in their data

center and extract business intelligence from the data todrive smart decisions.

More than half of its revenue is generated by data-relatedservices, such as building and hosting data warehouses,integrating and cleaning customer data, running customerrelationship management applications, developingcustomer marketing lists, and analyzing data or providingclients with the means to analyze it themselves.

Privacy and security are both important issues when itcomes to managing data.



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1. Acxiom is in a unique type of business. Howwould you describe the business of Acxiom? Isit a service- or a product-oriented business?

2. From the case, it is easy to see that Acxiom

has focused on a wide variety of data fromdifferent sources. How does Acxiom decidewhich data to collect and for whom?

3. Acxioms business raises many issues related

to privacy. Are the data collected by Acxiomreally private?



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1. The case states that Acxiom started as theresult of a spin-off from a bus company. Usingthe Internet, see if you can find the history ofAcxiom.

How does a bus company evolve into a datacollection and dissemination company?



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p y

2. The privacy problems faced by Acxiom wereassociated with the accidental dissemination ofdata deemed sensitive by a third party.

Discuss the privacy issues associated with Acxioms

business. Do you think the company is doing anythingwrong?

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