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Chapter 3Database

Management

PowerPoint PresentationPowerPoint PresentationJack Van DeventerJack Van Deventer

Ward M. EagenWard M. Eagen

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Chapter 3 Objectives

Understand why databases are important to Understand why databases are important to modern organizationsmodern organizations

Understand how databases workUnderstand how databases work Understand how organizations can Understand how organizations can

maximize their strategic potential with maximize their strategic potential with databasesdatabases

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Database Management for Strategic Advantage Database – a collection of related data Database – a collection of related data

organized in a way to facilitate data organized in a way to facilitate data searchessearches

Use databases to:Use databases to: Create a bookCreate a book Track book salesTrack book sales Set salaries and wagesSet salaries and wages Pay employeesPay employees

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Database Management for Strategic Advantage The Database Approach: Foundational The Database Approach: Foundational

ConceptsConcepts DBMS – Database Management SystemsDBMS – Database Management Systems Use a DBMS software to create, store, Use a DBMS software to create, store,

organize, and retrieve data from a single organize, and retrieve data from a single database or several databasesdatabase or several databases

Example: Microsoft Access, FileMaker ProExample: Microsoft Access, FileMaker Pro

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Database Management for Strategic Advantage Advantages of the Database Approach Advantages of the Database Approach

Program-data independenceProgram-data independence Minimal data redundancyMinimal data redundancy Improved data consistencyImproved data consistency Improved data sharingImproved data sharing Increased productivity of application developmentIncreased productivity of application development Enforcement of standardsEnforcement of standards Improved data qualityImproved data quality Improved data accessibilityImproved data accessibility Reduced program maintenanceReduced program maintenance

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Database Management for Strategic Advantage Effective Management of DatabasesEffective Management of Databases

The database administrator (DBA) :The database administrator (DBA) :Works with programmers and analysts Works with programmers and analysts

to design and implement the databaseto design and implement the databaseWorks with users and managers to Works with users and managers to

establish database policiesestablish database policiesImplements security features and Implements security features and

establishes database permissionsestablishes database permissions

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Key Database Activities

Entering and Querying DataEntering and Querying Data FormForm Structured Query Language (SQL)Structured Query Language (SQL) Query by example (QBE)Query by example (QBE)

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Key Database Activities

Creating Database ReportsCreating Database Reports Report – a compilation of data that is organized Report – a compilation of data that is organized

and produced in printed formatand produced in printed format Report generatorsReport generators

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Key Database Activities

Database DesignDatabase Design Must be organizedMust be organized Few or no redundanciesFew or no redundancies Data model – a map of entity relationshipsData model – a map of entity relationships KeysKeys

Primary keyPrimary key Combination primary keyCombination primary key Secondary keySecondary key

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Key Database Activities

Database AssociationsDatabase Associations One-to-one (teams to stadiums)One-to-one (teams to stadiums) One-to-many (player to team)One-to-many (player to team) Many-to-many (players to games)Many-to-many (players to games)

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Key Database Activities

The Relational Model of DatabasesThe Relational Model of Databases Entities linked by a common key fieldEntities linked by a common key field

Records = rowsRecords = rowsFields = columnsFields = columns

Other models existOther models exist HierarchicalHierarchical NetworkNetwork Object-oriented modelObject-oriented model

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Key Database Activities

NormalizationNormalization A technique for making complex databases A technique for making complex databases

more efficient and more easily handled by the more efficient and more easily handled by the DBMSDBMS

Eliminates data redundancyEliminates data redundancy

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How Organizations Get theMost from Their Data

Linking Web Sites to DatabasesLinking Web Sites to Databases Example: Amazon Example: Amazon

2.5 million titles2.5 million titlesManaging online data effectivelyManaging online data effectively

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Marketing: Pizza Hut Pizza Hut uses Teradata Warehouse Miner data Pizza Hut uses Teradata Warehouse Miner data

mining software for competitive intelligencemining software for competitive intelligence Their data warehouse contains data from POS on 40 Their data warehouse contains data from POS on 40

million households: 40-50% of NA marketmillion households: 40-50% of NA market Recovered the cost of licensing, integrating, and staff Recovered the cost of licensing, integrating, and staff

training in the first quarter of implementationtraining in the first quarter of implementation The ability to group household segments into target The ability to group household segments into target

markets has turned direct mail from a break-even cost markets has turned direct mail from a break-even cost centre into a profit centrecentre into a profit centre

Benefits include minimizing data redundancy, Benefits include minimizing data redundancy, reduced proprietary data structures and simplified reduced proprietary data structures and simplified managementmanagement

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How Organizations Get the Most from Their Data Data MiningData Mining

A method for better understanding dataA method for better understanding data Information on customers, products, markets, etc.Information on customers, products, markets, etc. Drill down: from summary to more detailed dataDrill down: from summary to more detailed data Sort and extract informationSort and extract information Trends, correlations, forecasting, statisticsTrends, correlations, forecasting, statistics

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How Organizations Get the Most from Their Data Data WarehousingData Warehousing

Integrating multiple large databases into a Integrating multiple large databases into a single repositorysingle repository

Queries, analysis, and processingQueries, analysis, and processingPurpose: Put key business information into Purpose: Put key business information into

the hands of decision makersthe hands of decision makersCost: MillionsCost: Millions