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?