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Transcript of Data Resource Management
Chapter 5 Data Resource Management
James A. O'Brien, and George Marakas. Management Information Systems with MISource 2007, 8th ed. Boston, MA: McGraw-Hill, Inc., 2007. ISBN: 13 9780073323091
Chapter 5 Data Resource ManagementChapter 5 2
Explain the business value of implementing data resource management processes and technologies in an organization
Outline the advantages of a database management approach to managing the data resources of a business, compared to a file processing approach
Explain how database management software helps business professionals and supports the operations and management of a business
Provide examples to illustrate the following concepts: Major types of databases Data warehouses and data mining Logical data elements Fundamental database structures Database development
Learning Objectives
Chapter 5 Data Resource ManagementChapter 5 3
Case 1 Sharing Business Databases Amazon’s data vault
Product descriptions Prices Sales rankings Customer reviews Inventory figures Countless other layers of content
Took 10 years and a billion dollars to build
Chapter 5 Data Resource ManagementChapter 5 4
Case 1 Sharing Business Databases
Amazon opened its data vault in 2002 65,000 developers, businesses, and entrepreneurs have
tapped into it Many have become ambitious business partners
eBay opened its $3 billion databases in 2003 15,000 developers and others have registered
to use it and to access software features 1,000 new applications have appeared 41 percent of eBay’s listings are uploaded to
the site using these resources
Chapter 5 Data Resource ManagementChapter 5 5
Case 1 Sharing Business Databases Google recently unlocked access to its desktop
and paid-search productsDozens of Google-driven services cropped upDevelopers can grab 1,000 search results a
day for free; anything more requires permission
In 2005, the Ad-Words paid-search service was opened to outside applications
Chapter 5 Data Resource ManagementChapter 5 6
Case Study Questions What are the business benefits to Amazon and eBay of
opening up some of their databases to developers and entrepreneurs? Do you agree with this strategy?
What business factors are causing Google to move slowly in opening up its databases? Do you agree with its go-slow strategy?
Should other companies follow Amazon and eBay’s lead and open up some of their databases to developers and others? Defend your position with an example of the risks and
benefits to an actual company
Chapter 5 Data Resource ManagementChapter 5 7
Logical Data Elements
Chapter 5 Data Resource ManagementChapter 5 8
Logical Data Elements Character
A single alphabetic, numeric, or other symbol Field or data item
Represents an attribute (characteristic or quality)of some entity (object, person, place, event)
Example: salary, job title Record
Grouping of all the fields used to describe the attributes of an entity
Example: payroll record with name, SSN, pay rate File or table
A group of related records Database
An integrated collection of logically related data elements
Chapter 5 Data Resource ManagementChapter 5 9
Electric Utility Database
Chapter 5 Data Resource ManagementChapter 5 10
Database Structures
Common database structures…HierarchicalNetworkRelationalObject-orientedMulti-dimensional
Chapter 5 Data Resource ManagementChapter 5 11
Hierarchical Structure
Early DBMS structure Records arranged in tree-
like structure Relationships are one-to-
many
Chapter 5 Data Resource ManagementChapter 5 12
Network Structure
Used in some mainframe DBMS packages Many-to-many relationships
Chapter 5 Data Resource ManagementChapter 5 13
Relational Structure
Most widely used structure Data elements are stored in tables Row represents a record; column is a field Can relate data in one file with data in another,
if both files share a common data element
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Relational Operations
SelectCreate a subset of records that meet a stated
criterion Example: employees earning more than
$30,000 Join
Combine two or more tables temporarilyLooks like one big table
ProjectCreate a subset of columns in a table
Chapter 5 Data Resource ManagementChapter 5 15
Multidimensional Structure
Variation of relational modelUses multidimensional structures to
organize dataData elements are viewed as being in cubesPopular for analytical databases that support
Online Analytical Processing (OLAP)
Chapter 5 Data Resource ManagementChapter 5 16
Multidimensional Model
Chapter 5 Data Resource ManagementChapter 5 17
Object-Oriented Structure An object consists 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 replicating some or all of the characteristics of parent objects
Chapter 5 Data Resource ManagementChapter 5 18
Object-Oriented Structure
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.
Chapter 5 Data Resource ManagementChapter 5 19
Object-Oriented Structure
Used in object-oriented database management systems (OODBMS)
Supports complex data types more efficiently than relational databasesExample: graphic images, video clips,
web pages
Chapter 5 Data Resource ManagementChapter 5 20
Evaluation of Database Structures Hierarchical
Works for structured, routine transactionsCan’t handle many-to-many relationship
NetworkMore flexible than hierarchicalUnable to handle ad hoc requests
RelationalEasily responds to ad hoc requestsEasier to work with and maintainNot as efficient/quick as hierarchical or network
Chapter 5 Data Resource ManagementChapter 5 21
Database Development
Database Administrator (DBA) In charge of enterprise database development Improves the integrity and security of
organizational databasesUses Data Definition Language (DDL) to
develop and specify data contents, relationships, and structure
Stores these specifications in a data dictionary or a metadata repository
Chapter 5 Data Resource ManagementChapter 5 22
Data Dictionary A data dictionary
Contains data about data (metadata)Relies on specialized software component to
manage a database of data definitions It contains information on..
The names and descriptions of all types of data records and their interrelationships
Requirements for end users’ access and use of application programs
Database maintenanceSecurity
Chapter 5 Data Resource ManagementChapter 5 23
Database Development
Chapter 5 Data Resource ManagementChapter 5 24
Data Planning Process
Database development is a top-down processDevelop an enterprise model that defines the
basic business process of the enterpriseDefine the information needs of end users in
a business process Identify the key data elements that are
needed to perform specific business activities (entity relationship diagrams)
Chapter 5 Data Resource ManagementChapter 5 25
Entity Relationship Diagram
Chapter 5 Data Resource ManagementChapter 5 26
Database Design Process Data relationships are represented in a data model that
supports a business process This model is the schema or subschema on which to
base… The physical design of the database The development of application programs to support
business processes Logical Design
Schema - overall logical view of relationships Subschema - logical view for specific end users Data models for DBMS
Physical Design How data are to be physically stored and
accessed on storage devices
Chapter 5 Data Resource ManagementChapter 5 27
Logical and Physical Database Views
Chapter 5 Data Resource ManagementChapter 5 28
Data Resource Management Data resource management is a managerial activity
Uses data management, data warehousing, and other IS technologies
Manages data resources to meet the information needs of business stakeholders
Data stewards Dedicated to establishing and maintaining the
quality of data Need business, technology, and diplomatic skills Focus on data content
Judgment is a big part of the job
Chapter 5 Data Resource ManagementChapter 5 29
Case Study Questions
Why is the role of a data steward considered to be innovative?
What are the business benefits associated with the data steward program at Emerson?
How does effective data resource management contribute to the strategic goals of an organization?
Chapter 5 Data Resource ManagementChapter 5 30
Types of Databases
Chapter 5 Data Resource ManagementChapter 5 31
Operational Databases
Stores detailed data needed to support business processes and operationsAlso called subject area databases (SADB),
transaction databases, and production databases
Database examples: customer, human resource, inventory
Chapter 5 Data Resource ManagementChapter 5 32
Distributed Databases Distributed databases are copies or parts of databases stored on
servers at multiple locations Improves database performance at worksites
Advantages Protection of valuable data Data can be distributed into smaller databases Each location has control of its local data All locations can access any data, any where
Disadvantages Maintaining data accuracy
Replication Look at each distributed database and find changes Apply changes to each distributed database Very complex
Duplication One database is master Duplicate the master after hours, in all locations Easier to accomplish
Chapter 5 Data Resource ManagementChapter 5 33
External Databases
Databases available for a fee from commercial online services, or free from the WebExample: hypermedia databases, statistical
databases, bibliographic and full text databases
Search engines like Google or Yahoo are external databases
Chapter 5 Data Resource ManagementChapter 5 34
Hypermedia Databases
A hypermedia database containsHyperlinked pages of multimedia Interrelated hypermedia page elements,
rather than interrelated data records
Chapter 5 Data Resource ManagementChapter 5 35
Components of Web-Based System
Chapter 5 Data Resource ManagementChapter 5 36
Data Warehouses Stores static data that has been extracted from
other databases in an organizationCentral source of data that has been cleaned,
transformed, and catalogedData is used for data mining, analytical
processing, analysis, research, decision support Data warehouses may be divided into data marts
Subsets of data that focus on specific aspects of a company (department or business process)
Chapter 5 Data Resource ManagementChapter 5 37
Data Warehouse Components
Chapter 5 Data Resource ManagementChapter 5 38
Applications and Data Marts
Chapter 5 Data Resource ManagementChapter 5 39
Data Mining Data in data warehouses are analyzed to reveal
hidden patterns and trendsMarket-basket analysis to identify new
product bundlesFind root cause of qualify or manufacturing
problemsPrevent customer attritionAcquire new customersCross-sell to existing customersProfile customers with more accuracy
Chapter 5 Data Resource ManagementChapter 5 40
Traditional File Processing Data are organized, stored, and processed in
independent filesEach business application designed to use
specialized data files containing specific types of data records
ProblemsData redundancyLack of data integrationData dependence (files, storage devices,
software)Lack of data integrity or standardization
Chapter 5 Data Resource ManagementChapter 5 41
Traditional File Processing
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Database Management Approach The foundation of modern methods of managing
organizational dataConsolidates data records formerly in
separate files into databasesData can be accessed by many different
application programsA database management system (DBMS) is
the software interface between users and databases
Chapter 5 Data Resource ManagementChapter 5 43
Database Management Approach
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Database Management System
In mainframe and server computer systems, a software package that is used to…Create new databases and database
applicationsMaintain the quality of the data in an
organization’s databasesUse the databases of an organization to
provide the information needed by end users
Chapter 5 Data Resource ManagementChapter 5 45
Common DBMS Software Components Database definition
Language and graphical tools to define entities, relationships, integrity constraints, and authorization rights
Nonprocedural accessLanguage and graphical tools to access data
without complicated coding Application development
Graphical tools to develop menus, data entry forms, and reports
Chapter 5 Data Resource ManagementChapter 5 46
Common DBMS Software Components
Procedural language interfaceLanguage that combines nonprocedural access
with full capabilities of a programming language Transaction processing
Control mechanism prevents interference from simultaneous users and recovers lost data after a failure
Database tuningTools to monitor, improve database performance
Chapter 5 Data Resource ManagementChapter 5 47
Database Management System Database Development
Defining and organizing the content, relationships, and structure of the data needed to build a database
Database Application DevelopmentUsing DBMS to create prototypes of queries,
forms, reports, Web pages Database Maintenance
Using transaction processing systems and other tools to add, delete, update, and correct data
Chapter 5 Data Resource ManagementChapter 5 48
DBMS Major Functions
Chapter 5 Data Resource ManagementChapter 5 49
Database Interrogation
End users use a DBMS query feature or report generatorResponse is video display or printed reportNo programming is required
Query language Immediate response to ad hoc data requests
Report generatorQuickly specify a format for information you
want to present as a report
Chapter 5 Data Resource ManagementChapter 5 50
Database Interrogation SQL Queries
Structured, international standard query language found in many DBMS packages
Query form is SELECT…FROM…WHERE…
Chapter 5 Data Resource ManagementChapter 5 51
Database Interrogation
Boolean LogicDeveloped by George Boole in the mid-1800sUsed to refine searches to specific
informationHas three logical operators: AND, OR, NOT
ExampleCats OR felines AND NOT dogs OR
Broadway
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Database Interrogation
Graphical and Natural Queries It is difficult to correctly phrase SQL and other
database language search queriesMost DBMS packages offer easier-to-use,
point-and-click methodsTranslates queries into SQL commandsNatural language query statements are similar
to conversational English
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Graphical Query Wizard
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Database Maintenance
Accomplished by transaction processing systems and other applications, with the support of the DBMSDone to reflect new business transactions and
other eventsUpdating and correcting data, such as
customer addresses
Chapter 5 Data Resource ManagementChapter 5 55
Application Development
Use DBMS software development tools to develop custom application programsNot necessary to develop detailed data-
handling procedures using conventional programming languages
Can include data manipulation language (DML) statements that call on the DBMS to perform necessary data handling
Chapter 5 Data Resource ManagementChapter 5 56
Case 3 Acxiom Corp. Data Acxiom does three things really well…
Manages large volumes of dataCleans, transforms, and enhances that dataDistills business intelligence from that data to
drive smart decisions Refined data is sold to customers
Developing telemarketing lists Identifying prospects for credit card offersScreen prospective employeesDetecting fraudulent financial transactions
Chapter 5 Data Resource ManagementChapter 5 57
Case 3 Acxiom Corp. Data
Primary business activitiesBuilding its data librarySelling dataManaging other companies’ data and data
centers
Chapter 5 Data Resource ManagementChapter 5 58
Case Study Questions Acxiom is in a unique type of business. How
would you describe the business of Acxiom?Are they a service- or product-oriented
business? It is easy to see that Acxiom has focused on a
wide variety of data from different sources. How does Acxiom decide which data to collect,
and for whom? Acxiom’s business raises many issues related
to privacy. Are the data collected by Acxiom really private?
Chapter 5 Data Resource ManagementChapter 5 59
Case 4 Protecting the Data Jewels
Harrah’s Entertainment and other casino companies closely guard customer dataBoth hard copy and electronic files
ConcernsBroader access to CRM systemsMore frequent job switching
Chapter 5 Data Resource ManagementChapter 5 60
Case 4 Protecting the Data Jewels Protection methods
Nondisclosure, non-compete, and nonsolicitation agreements that specify customer lists
Trade-secret laws and legal actionLimiting access to sensitive informationPhysical security Strong password protectionReinforcement of signed agreements during
exit interviewsMonitoring electronic communication
Chapter 5 Data Resource ManagementChapter 5 61
Case Study Questions Why have developments in IT helped to
increase the value of the data resources of many companies?
How have these capabilities increased the security challenges associated with protecting a company’s data resources?
How can companies use IT to meet the challenges of data resource security?