Module 2 Chapter 5

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Module 2: Information

Technology Infrastructure

Chapter 5: Databases and

Information Management



Why Learn About Database Systems, Data

Centers and Business Intelligence?

• What role do databases play in overall effectiveness

of Information Systems?

• What techniues do businesses use to ma!imi"e thevalue of the information provided from database?



Learning #b$ectives

• Define general data management concepts and

terms

• Identify the advantages of database approach and

describe relational database model

• Identify the role and functions of DB%S

• Identify current database applications

• Identify the role of Business Intelligence



Data %anagement

• &ierarchy of data



Data %anagement

• Building bloc's of hierarchy• bit (the smallest unit of data) has only two values - 1 or 0

• bytes - 8 bits make up one byte, which represents one character like the

letter A

• field (or in a database attribute), represents a combination of bytes thatmake up one aspect of a business obect (i!e! last name, invoice number,

a"e)

• record - a collection of related data fields (i!e! name#address#phone

information for one student)

• file (or in a database an entity) - a collection of related records (all students

in $%&'1)

• database - a "roup of similar items (all students and faculty in ameron

&chool of *usiness)



Data %anagement

• ()ADI(I#*AL +ile Based -approach to data

management



Data %anagement

• .)#BL/%S + Data )edundancy

• uplication of data, same data is stored in multiple locations

• ata inconsistency, same attributed have different names or values

• pdatin" problems

+ .rogram Data Dependence• han"es in pro"ram re.uire chan"es in data

+ Lac' of le!ibility• difficult and e/pensive process to retrieve ad-hoc reports

+ Lac' of Sharing• *ecause data is located in different files and different departments, difficult to be

shared and accessed in timely manner



Data %anagement

• DA(ABAS/ Approach• Database

+ r"anied collection of data, or a collection of related files containin"

records

• /ntity + 2eneralied class of people, places or thin"s (obects) for which data is

collected, stored and maintained

+ 3!"! &445%36, 467

• Attribute

+ &pecific characteristics of each entity + 3!"! &445%36 9ame, address

+ 467 4roduct %, 4roduct 4rice

• Database %anagement System (*$&)



Data %anagement

• DA(ABAS/ Approach



Data %anagement

• Advantages of Database Approach

1. Reduced data redundancyData about a person / invoice / product is storedonly one time

2. Improved data integrity

Since data is stored only once for each entity, wedont need to worry about updating multiplerecords for the same entity !i.e. storing homeaddress several times for the same person"

#. $asier updating of data%gain the advantage of one storage location

&. Data and programindependence

'he data (les are separate from the applications!)R, payroll, invoicing" and thus can be used bymany applications

*. Improved strategic use ofdata

%ccurate, complete, up+to+date data is used bydecision maers

-. Improved security acups and access can be better controlled bypasswords, ensuring privacy



Data %anagement

• Some more advantages of Database Approach + &tandardiation of data access

+ &hared data and information resources

• Disadvantages + $ore comple/

• *$& could be difficult to set up and operate

+ $ore e/pensive• $ore e/pensive to purchase, additional personnel and additional hardware re.uired

+ ifficult to recover from failure• :ailure in *$& shuts down entire database



Data %odeling

• When building a database, follo0ing must be

considered + Content1 ;hat data should be collected and at what cost<

+ Access1 ;hat data should be provided to which users and when<

+ Logical Structure1 =ow should data be arran"ed< + .hysical #rgani"ation1 ;here should data be physically located<

• Logical Design + Abstract model of how data should be structured and arran"ed

+ Data %odel 1 dia"ram of entities and their relationships

• .hysical Design + :ine tunes lo"ical desi"n for performance and cost (improved response

time, reduce stora"e space)



Data %odeling

• /ntity )elationship Diagram + 2se basic graphical symbols to sho0 the organi"ation and relation

bet0een data

+ #ne to one

+ #ne to many + %any to many



)elational Database %odel

• (he )elational Database %odel

• )elational Database + r"anie data into two-dimensional tables (relations) with columns and

rows

+ ne table for each entity + ields (columns) store data representin" an attribute

+ 6ows store data for separate records

+ 3ey field identifies a record

+ .rimary 3ey A field that uni.uely identifies a set of records, cannot be

duplicated and distin"uishes records + Domain is the allowable values for these attributes! 3!"! attribute for

pay does not include ne"ative numbers




• (he )elational Database %odel




• %anipulating Data + :or in.uiries and analyin" data

+ Selecting eliminatin" rows accordin" to certain criteria

+ .ro$ecting eliminatin" columns in a table

+ 4oining> combinin" two or more tables

+ As lon" as tables share at least one common attribute, tables in a

relational database can be lin'ed to provide useful information andreports




Project

Description

Dept.No.

1** ayroll 001

& 3idgets 002

22- Sales4anual

00#

Dept.

No.

Dept.

Name

SSN

001 %ccounting 10+10

002 4anufacturing

2#+2*

00# 4areting 10+&*

SSN Name Hire Date Dept. No.

10+10 Rasheed 5han 10+06+16 001

2#+2* )aider %li 02+16+1

002

10+&* Safdar %hmed 01+0*+1* 00#

ro7ect Department

4anager




• Data Cleanup + ?aluable information accurate, complete, reliable, economical, fle/ible,

relevant, simple, timely, verifiable, accessible, secure

+ ata cleanup is to develop data with these characteristics



Database %anagement Systems +DB%S-

• 5roup of programs used as an interface bet0een a

database and application programs6users, used to

create, implement, use and update a database7 + $akes physical database available for different lo"ical views re.uired by

users• &in"le ser *$&

+ atabases for personal computer are meant for sin"le users

+ Access, :ile$aker 4ro, $icrosoft %nfo4ath

• $ultiuser *$& + sed by lar"e mainframe computers

+ 4owerful, e/pensive, allow hundreds of people to access

+ racle, &ybase, *' by %*$, 7eradata database



Capabilities of Database %anagement Systems

+DB%S-

• .rovides capabilities and tools for organi"ing,

managing and accessing the data in the database

• Data Definition language +DDL- + ollection of instructions and commands used to define and describe

data and relations in a specific database + *asically used to define schema (description)

+ escribes lo"ical access paths and lo"ical records in the database

+ &@5 63A73, 64, A5736

8R$%'$ '%9$ employees ! id I:'$;$R RI4%R< 5$<, (rst=name >%R8)%R!*0" :?99, last=name >%R8)%R!6*" :@' :?99, dateofbirth D%'$ :?99"A



Capabilities of Database %anagement Systems

+DB%S-

• Data Dictionary + etailed description of all data used in the database

+ 9ame of data item, ran"e of values used, type of data, amount of

stora"e needed, notation of person who updated it, users who can

access it, list of reports that use data item

:@R')3$%'$R: 4%:?B%8'?RI:;

R$%R$D <C @RD3$99D%'$C 0& %?;?S' 2006%R@>$D <C $D3%RDS>$RSI@:C #.1

%;$C 1 @B 1D%'% $9$4$:' :%4$C %R':@D$S8RI'I@:C I:>$:'R< %R' :?4$R@')$R :%4$SC ':@>%9?$ R%:;$C 100 '@ *000D%'% '<$C :?4$RI8@SI'I@:C & @SI'I@:S @R 8@9?4:S




• Data %anipulation Language + &pecific lan"ua"e used to access, modify, and make ueries(re.uest

for specific data)

+ &torin", 6etrievin", $anipulatin" data and 2eneratin" reports

+@uery *y 3/ample (@*3)• ?isual approach to developin" database .ueries

• 2% to retrieve data

• $& Access

+ &tructured @uery 5an"ua"e (&@5)• %nte"ral part of relational databases

• onsists of special keywords and rules

• Also includes built-in functions A?2, $A, $%9




• Data %anipulation Language

SQL Command Description

S$9$8' 8lient:ame, Debt

BR@4 8lient3)$R$ Debt1000

S$9$8' 8lient:ame, 8lient:um,@rder:umBR@4 8lient, @rder3)$R$

8lient.8lient:[email protected]:um

;R%:' I:S$R' @:

8lient to ;uthrie

Fuery displays all clients and

amount they owe to the companyrom database table 8lient, or clientwho owe more than G1000

Hoin command that combines datarom 2 tablesC 8lient and @rder. :ewtable will be created with client

name, client number and ordernumber.

Security command, that allows

;uthrie to enter values or rows in8lient table



Database Administration

• )euire a s'illed DBA + 3/pected to have clear understandin" of the fundamental business of

or"aniations

+ 4roficient in the use of selected *$&

+ &tay ahead of emer"in" technolo"ies and new desi"n approaches

+ 6ole plan, desi"n, create, operate, secure, monitor, and maintain

+ ;orks with users and pro"rammers

+ atabase administrator responsible for definin" and implementin"consistent principles for a variety of data issues



Database Applications

• %anipulate content of a database to produce usefulinformation + &earchin", filterin", synthesiin", and assimilatin" the data contained in

database

• *usinesses use databases, not only for keepin" track ofemployee and customer records, but also to make betterdecisions and run operations effectively + ata warehouse

+ ata minin"

+ *usiness intelli"ence

+ ;eb minin" and te/t minin"




• Data Warehouse + atabase that stores current and historical data of potential interest to

decision makers throu"hout the company

+ 7he data is "athered from various operational transaction system,includin" website transactions

+ onsolidates the information from different locations and makes themavailable for analysis and decisions

+ 4rovides ran"e of standardied .uery tools, analytical tools and"raphical reportin" facilities

+ Advanta"e ability to relate data in innovative ways







• Data %art + &ubset of data warehouse

+ ontains summaried or hi"hly focused portion of data about a specificarea

+ 3!"! marketin"#sales data to deal with customer information

+ seful for smaller "roups who want to access detailed data

+ onstructed more rapidly, re.uires less powerful hardware, lower cost




• Business Intelligence + %nvolves "atherin" enou"h of the ri"ht information in a timely manner

and usable form and analyin" it so that it can have a positive effect onbusiness strate"y, tactics or operations!

+ ompetitive intelli"ence> information about competitors and the ways

that knowled"e effects strate"y, tactics and operations• *eneficial for respondin" to chan"in" marketplace

+ 7ools• &oftware for database .ueryin" and reportin"

• $ultidimensional data analysis (5A4)

• data minin"




• Data %ining + 4rovides insi"ht into corporate data that cannot be obtained with 5A4

+ =idden patterns and relationships are found in lar"e databases byinferrin" rules

+ 7ype of information retrieved is association, se.uences, classifications,

clusters, forecasts + 3/tensive use in marketin" to improve customer retention, cross-sellin"

opportunities, campai"n mana"ement, one-to-one marketin"

+ .redictive Analysis1 combines historic data with assumptions aboutfuture conditions to predict outcome of events such as future productsales or such probabilities

• :ind new market se"ments that could be profitable

+ racle, &ybase etc! incorporate data minin" functionality




• #nline Analytical .rocessing +#LA.- + 7o answer .uestion such as how many washers sold in each of your

sales re"ions and compare actual results with proected sales<

+ &upports multidimensional data analysis, so users can use same data indifferent ways#dimensions (product, pricin", re"ion, time period)

+ 3nables users to obtain online answers to ad-hoc .uestions

OLAP Data Mining

?sed for data analysis anddecision maing

?sed for data analysis anddecision maing

'op+down, uery drivenanalysis

ottom up, discoverydriven analysis

?sers must benowledgeable of data andits business conteJt

?sers trust in data miningtools to

'o uncover validhypotheses




• (e!t %ining and Web %ining + nstructured data is also part of firms useful information

• 3-mails, memos, survey responses, le"al cases, service reports are also valuable

+ 7e/t $inin" tools help businesses analye this data• 3/tract key elements from unstructured data set

• iscover patterns and relationships• &ummarie the information

+ ;eb $inin" iscovery and analysis of useful patterns and info from;;;

• nderstandin" customer behaviour

• 3valuatin" effectiveness of customer website

• @uantify success of marketin" campai"n

• ontent $inin", &tructure $inin", sa"e $%nin"



Database And the Web

• irms use the 0eb to ma'e information from theirinternal databases available to customers andpartners

• %iddle0are and other soft0are ma'e this possible

+ ;eb server + Application server or 2%

+ atabase &erver

• Advantages + ;eb browser software easier to use than .uery tools

+ ;eb interfaces re.uire few or no chan"e to internal databases + 5ess costly



%anaging Data )esources

• /stablishing Information .olicy + r"aniations rules for sharin", disseminatin", ac.uirin", standardiin",

classifyin" and inventoryin" information

+ ;hich units share info, where info can be distributed, who can maintainand update it

+ Data administration in lar"e or"aniations is responsible for definin"policies and procedures for mana"in" or"aniational resources

+ atabase administration desi"n and mana"ement "roup performs thefollowin" functions

• 3stablishin" physical database

• 5o"ical relations amon" elements

• Access rules and security procedures



%anaging Data )esources

• /nsuring Data 8uality + 4oor data .uality is maor obstacle to successful customer relationship

mana"ement

+ ata @uality problems• 6edundant and inconsistent data produced by multiple systems

• ata input errors + Data 8uality Audit structured survey of accuracy and completeness of

data

+ Data cleansing detects and corrects incorrect, incomplete, improperlyformatted and redundant data



Case Study1 What can businesses learn from(e!t %ining?

• (e!t %ining + iscovery of patterns and relationships from lar"e sets of unstructured

data

+ $obile di"ital platform has amplified the e/plosion in di"ital info

+ onsumer collaboration and sharin" offers insi"hts into customer

behaviour and attitudes

• .roblem 0ith 4etBlue + 6eceivin" lar"e volume of e-mails, no simple way to read everythin"

+ sed te/t analysis tools to identify facts, opinions, re.uests from te/t ofsurvey responses, e-mails, blo" entries, news article etc!

+ sed it with another tool classifyin" customers into "roups• Clarabridge te!t analytics solution

+ elivered as software service




• Challenges of unstructured data + 5ots of di"ital information "enerated that has no distinct form

+ ifficult to analye if there are loads of e-mails (with customersentiments, preferences, re.uests etc!)

+ Analyin" customer surveys takes weeks

+ se slow manual approaches

• Improving decision ma'ing + &pot and address problems .uickly

+ %dentify facts, opinions, trends etc! to act .uickly on customer demands

+ ate"oriin" comments to reveal less obvious insi"hts

+ Also used to make buildin" improvements




• 3ind of Businesses + Airlines

+ =otel chains

+ 6estaurants

+ Also used by location mana"ers



Summary

• Data %anagement and Data %odeling are 'eyaspects of organi"ing data and information

• )elational model reduce my problems of datainconsistency, easier to control, more fle!ible

• DB%S produce 0ide variety of documents, reports,useful for orgs

• Data uality is important to be maintained

• Business Intelligence tools have positive effects on

business strategy

Module 2 Chapter 5

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