© 2006 Pearson Education Canada Inc. 3-1
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
© 2006 Pearson Education Canada Inc. 3-3
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
© 2006 Pearson Education Canada Inc. 3-4
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
© 2006 Pearson Education Canada Inc. 3-6
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)
© 2006 Pearson Education Canada Inc. 3-12
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
© 2006 Pearson Education Canada Inc. 3-18
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
© 2006 Pearson Education Canada Inc. 3-19
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
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