Download 290445 Ch7 Data Resource Management

Chapter 7 Data Resource
Management
DATA CONCEPTS
DATABASE MANAGEMENT
TYPES OF DATABASES
McGraw-Hill/Irwin
c.
d.
e
e.
Explain
E
l i th
the b
business
i
value
l off iimplementing
l
ti d
data
t
resource management processes and technologies
in an organization.
organization
2. Outline the advantages of a database management
approach
h tto managing
i th
the d
data
t resources off a
business, compared to a file processing approach.
3. Explain
l i h
how d
database
b
management software
f
h
helps
l
business professionals and supports the operations
and
d management off a b
business.
i
1.
Learning
g Objectives
j
Case 1: Harrah’s Entertainment and Others
7-3
7-4
concepts:
b.
7-2
Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights
d
4. Provide
P id examples
l tto ill
illustrate
t t each
h off th
the ffollowing
ll i
a.
Learning
g Objectives
j
Major
M
j types
t
off d
databases
t b
Data warehouses and data mining
Logical data elements
Fundamental database structures
Database development
y For
F casinos,
i
one off their
th i mostt iimportant
t t assets
t iis th
the
data about the high-roller customers
y What
h steps can b
be taken
k to prevent employees
l
ffrom
stealing this data?
{
{
{
Manageriall
Legal
T h i l
Technical
Case Studyy Q
Questions
Real World Internet Activityy
7-5
7-6
Why h
Wh
have d
developments
l
t in
i IT h
helped
l d to
t increase
i
the value of the data resources of many companies?
2. How have
h
these
h
capabilities
bili i iincreased
d the
h security
i
challenges associated with protecting a company’s
d t resources??
data
3. How can companies use IT to meet the challenges
off d
data resource security?
i
1.
{
{
See if you can find examples of how companies treat their
data.
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?
Examples
p of logical
g
data elements
7-7
7-8
to the casino industry. In small groups,
{
Companies
C
i are iincreasingly
i l adopting
d ti a position
iti
that data is an asset that must be managed with the
same level of attention as that of cash and other
capital. Using the Internet,
Real World Group
p Activityy
y The
Th case illustrates
ill t t h
how valuable
l bl d
data
t resources are
{
1.
Discuss other
Di
th iindustries
d t i where
h
th
their
i d
data
t are clearly
l l th
their
i
lifeblood.
For example,
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
access their
h i organizational
i i
l data.
d
D
Do you agree with
i h this
hi
estimate?
Fundamental Data Concepts
p
Fundamental Data Concepts
p
7-9
7-10
y Character:
Ch
t
single
i l alphabetic,
l h b ti numeric
i or other
th
y File
Fil or table:
t bl a group off related
l t d records
d
symbol
y Field
i ld or data
d
iitem: a grouping
i off related
l d characters
h
y Database: an integrated collection of logically
{
{
related
l dd
data elements
l
Represents an attribute (a characteristic or quality) of some
entity (object,
(object person
person, place or event)
Example: salary
y Record: grouping of all the fields used to describe
the attributes of an entity
{
Example: payroll record with name,
name SSN and rate of pay
Electric Utilityy Database
Database Structures
7-11
7-12
y Hierarchical
Hi
hi l
y Network
y Relational
y Object-oriented
j
y Multidimensional
Source: Adapted from Michael V. Mannino, Database Application Development and Design
(Burr Ridge, IL: McGraw-Hill/Irwin, 2001), p. 6.
Hierarchical Structure
Hierarchical Structure
7-13
7-14
y Early
E l DBMS structure
t t
y Records arranged in tree-like structure
y Relationships are one-to-many
Network Structure
Network Structure
7-15
7-16
y Used
U d iin some mainframe
i f
DBMS packages
k
y Many-to-many relationships
Relational Structure
Relational Structure
7-17
7-18
y Most
M t widely
id l used
d structure
t t
y Data elements are viewed as being stored in tables
y Row represents record
y Column represents
p
field
y Can relate data in one file with data in another file if
both files share a common data element
Relational Operations
p
Multidimensional Structure
7-19
7-20
yS
Select:
l t
{ Create a subset of records that meet a stated criterion
{ Example,
E
l select
l t employees
l
who
h make
k more th
than $
$30,000
y Join
{ Combine
C bi two or more tables
bl temporarily
il
{ Looks like one big table
yP
Project
j t
{ Create a subset of columns in a table
y Variation
V i ti off relational
l ti
l model
d l
y Uses multidimensional structures to organize data
y Data elements are viewed as being in cubes
y Popular
p
for analytical
y
databases that support
pp
Online
Analytical Processing (OLAP)
Multidimensional Model
Object-oriented
j
Structure
7-22
7-21
y Obj
Objectt consists
i t off
{ Data values describing the attributes of an entity
{ Operations
O
ti
that
th t can b
be performed
f
d on th
the d
data
t
y Encapsulation:
{ Combine
C bi d
data and
d operations
i
y Inheritance:
{ New objects can be created by replicated some or all of the
characteristics of parent objects
5-21
Object-oriented
j
Structure
Object-oriented
j
Structure
7-23
7-24
y Used
U d in
i Obj
Object-oriented
t i t dd
database
t b
managementt
systems (OODBMS)
y Supports
S
complex
l d
data types
{
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.
Examples, graphic images, video clips, web pages
Evaluation of Database Structures
Database Development
p
7-25
7-26
y Hi
Hierarchical
hi l
{ Worked for structured routine transaction processing
{ Can’t
C ’t handle
h dl many-to-many
t
relationships
l ti
hi
y Network
{ More
M
fl
flexible
ibl than
h hi
hierarchical
hi l
{ Unable to handle ad hoc requests
yR
Relational
l ti
l
{ Easily respond to ad hoc requests
{ Easier
E i to work
k with
i h and
d maintain
i i
{ Not as efficient or quick as hierarchical or network
yD
Database
t b
Ad
Administrator
i i t t (DBA)
{ In charge of enterprise database development
yD
Data D
Definition
fi i i L
Language (DDL)
{ Develop and specify the data contents, relationships and
structure
{ These specifications are stored in data dictionary
y Data dictionary
{ Data base catalog containing metadata
{ Metadata – data about data
Database Development
p
Data Planning
g Process
7-27
7-28
yE
Enterprise
t
i M
Model
d l
{ Defines basic business process of the enterprise
{ Defined
D fi d by
b DBAs
DBA and
d designers
d i
with
ith end
d users
y Data Modeling
{ Relationships
R l i
hi between
b
d
data elements
l
{ Entity Relationship Diagram (ERD) common tool for modeling
Entityy Relationship
p Diagram
g
Database Design
g Process
7-29
7-30
yL
Logical
i l design
d i
{ Schema – overall logical view of relationships
{ Subschema
S b h
– logical
l i l view
i ffor specific
ifi end
d users
{ Data models for DBMS
y Ph
Physical
i l design
d i
{ How data are to be stored and accessed on storage devices
Logical
g
and Physical
y
Database Views
Case 2: Emerson and Sanofi
Data stewards seek data conformityy
7-31
7-32
y Data
D t stewards:
t
d d
dedicated
di t d tto establishing
t bli hi and
d
maintaining the quality of data
y Data quality
li team requires
i
b
business,
i
technology
h l
and
d
diplomatic skills
y Focus on data content
Case Studyy Q
Questions
Real World Internet Activityy
7-33
7-34
Why is
Wh
i the
th role
l off a d
data
t steward
t
d considered
id d tto b
be
innovative? Explain.
2. What
h are the
h b
business
i
b
benefits
fi associated
i d with
i h the
h
data steward program at Emerson?
3. How does effective data resource management
contribute to the strategic goals of an organization?
Provide
id examples
l ffrom Emerson and
d others.
h
1.
1.
The role
Th
l off data
d t steward
t
d is
i relatively
l ti l new, and
d it
its
creation is motivated by the desire to protect the
valuable data assets of the firm.
firm There are many
job descriptions in the modern organization
associated with the strategic management of data
resources. Using the Internet,
{
{
Real World Group
p Activityy
Data Resource Management
g
7-35
7-36
y As
A more and
d more d
data
t are collected,
ll t d stored,
t d
processed, and disseminated by organizations, new
and innovative ways to manage them must be
developed. In small groups,
{
{
See if you can find evidence of other job roles that are
focused on the management of an organization’s data.
How might
g ap
person train for these new jjobs?
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
a completely automated manner?
y Managerial
M
i l activity
ti it
y Applies IS technologies like data management and
data warehousing
d
h
i to manage d
data resources to meet
the information needs of business stakeholders
Types
yp of databases
Operational
p
Databases
7-37
7-38
y Store
St
detailed
d t il d d
data
t tto supportt b
business
i
processes
y Examples, customer database, inventory database
Distributed Databases
External Databases
7-39
7-40
y Copies or parts of databases on servers at a variety of locations
y Challenge: any data change in one location must be made in
all other locations
y Replication:
{ Look at each distributed database and find changes
{ Apply changes to each distributed database
{ Very complex
y Duplication
D li ti
{ One database is master
{ Duplicate that database after hours in all locations
{ Easier
y Databases
D t b
available
il bl ffor a ffee ffrom commercial
i l online
li
services or
y For free
f
ffrom World
ld Wide
id Web
b
y Examples, statistical databanks, bibliographic and
full text databases
Hypermedia
yp
Database
Data Warehouse
7-41
7-42
y Stores data that has been extracted from the
y Website
W b it database
d t b
y Consists of hyperlinked pages of multimedia (text,
graphics,
hi video
id clips,
li
audio
di segments))
operational, external and other databases
y Data has been cleaned
cleaned, transformed and cataloged
y Used by managers and professionals for
{
{
{
{
{
Data mining,
mining
Online analytical processing,
Business analysis,
y ,
Market research,
Decision support
y Data mart is subset of warehouse for specific use of
department
Data Warehouse
Data Mining
g
7-43
7-44
y Data
D t iin d
data
t warehouse
h
are analyzed
l d tto reveall
hidden patterns and trends
Examples:
l
{
{
{
{
Source: Adapted courtesy of Hewlett-Packard.
Perform market-basket analysis to identify new business
processes
Find root causes to quality problems
Cross sell to existing customers
Profile customers with more accuracy
Traditional File Processing
g
Traditional File Processing
g
5-45
7-46
y Data
D t stored
t d in
i iindependent
d
d t fil
files
y Problems:
{ Data redundancy
{ Lack of data integration
{ Data
D
d
dependence
d
– files,
fil storage d
devices,
i
and
d software
f
are
dependent on each other
{ Lack of data integrity or standardization
Database Management
g
Approach
pp
Database Management
g
Approach
pp
7-47
7-48
y Consolidate
C
lid t d
data
t iinto
t d
databases
t b
th
thatt can b
be accessed
d
by different programs
y Use a d
database
b
management system ((DBMS)
S)
y DBMS serves as interface between users and
databases
DBMS Major
j Functions
Database Interrogation
g
7-49
7-50
y End
E d users use a DBMS b
by asking
ki ffor iinformation
f
ti via
i
a query or a report generator
y Query
Q
llanguage – immediate
i
di
responses to ad
dh
hoc
data requests
{
{
{
SQL (Structured
d Query Language) an internationall standard
d d
query language
Graphical Queries -- Point-and-click
Point and click methods
Natural Queries – similar to conversational English
y Report generator – quickly specify a report format
for information you want printed in a report
Natural Language
g g versus SQL
Q
Graphical
p
Q
Queryy
7-51
7-52
Source: Courtesy of Microsoft Corp.
Database Maintenance
Application
pp
Development
p
7-53
7-54
y Updating
U d ti d
database
t b
tto reflect
fl t new b
business
i
y Use
U DBMS software
ft
development
d l
t ttools
l tto d
develop
l
transactions such as a new sale
y Done by
b transaction
i processing
i systems with
i h support
of DBMS
custom application programs
y Data Manipulation
i l i Language ((DML))
Case 3: Acxiom Corporation
Data Demands Respect
p
Case Studyy Q
Questions
7-55
5-56
yA
Acxiom
i
does
d
three
th
thi
things:
{ Managing large volumes of data
{ Cleaning,
Cl
i
transforming,
t
f
i
and
d enhancing
h
i th
thatt d
data
t
{ Distilling business intelligence from that data to drive smart
decisions
y Provides information products
y Manages clients
clients’ data
Acxiom
A
i
is
i iin a unique
i
type
t
off b
business.
i
H
How would
ld
you describe the business of Acxiom? Are they a
service or a product-oriented
serviceproduct oriented business?
2. From the case, it is easy to see that Acxiom has
f
focused
d on a wide
id variety
i t off d
data
t ffrom diff
differentt
sources. How does Acxiom decide which data to
collect
ll t and
d ffor whom?
h ?
3. Acxiom’s business raises many issues related to
privacy.
i
IIs the
h d
data collected
ll
db
by A
Acxiom
i
really
ll
private?
1.
1.
Real World Internet Activityy
Real World Group
p Activityy
7-57
7-58
IIn the
th case, it was stated
t t d th
thatt A
Acxiom
i
started
t t d as th
the
result of a spin-off from a bus company. Using the
Internet,
Internet
{
{
See if you can find the history of Acxiom.
How does a bus company evolve into a data collection and
dissemination company?
y The
Th privacy
i
problems
bl
ffaced
db
by A
Acxiom
i
were
associated with the accidental dissemination of data
deemed sensitive by a third party
party. In small groups
groups,
{
{
Discuss the privacy issues associated with Acxiom’s business.
Do you think they are doing anything wrong?