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McGraw-Hill/Irwin
Learning Objectives
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 with a file processing approach
Explain how database management software helps business professionals and supports the operations and management of a business
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Learning Objectives
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IT integration and adoption issues can make or break merger and acquisition activities
Companies will feel the full impact of the merger/acquisition frenzy in their data centers
Companies with employees who hold all the knowledge suffer greatly when those people are let go It is important to document the knowledge from those people and to figure out how to work with small crews
Companies should know what goes on in the data center, in terms of systems and how they interact with each other and the business
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Most of the discussion on the case focused on hardware and software issues. However, these are essentially enablers for underlying business processes developed by each of the companies involved
What alternatives do companies have for merging their business processes, and what role would IT play in supporting those activities? Pay particular attention to data management and governance issues
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Character
A single alphabetic, numeric, or other symbol
Record
Grouping of all the fields used to describe the attributes of an entity
Example payroll records with name, SSN, pay rate
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Database
Integrated collection of logically related data elements
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Early DBMS structure Records arranged in tree-like structure Relationships are one-to-many
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Multidimensional Model
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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.
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Hierarchical Works for structured, routine transactions Cant handle many-to-many relationship
Relational Easily responds to ad hoc requests Easier to work with & maintain
Database Development
In charge of enterprise-wide database development Improves integrity and security of organizational databases Uses Data Definition Language (DDL) to develop and specify data content, relationships, and structure Stores these specifications in a data dictionary or metadata repository
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Data Dictionary
Data Dictionary
Contains information on
Database maintenance
Security
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Database Development
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Applebees
Uses data for basic business decisions, such as replenishing food supplies based on how much finished product was sold daily Developing more sophisticated analyses that look at how well items are selling
This will help the company make better decisions about what to order and what products to promote
Today, organizations extensively aggregate and mine their data to make better decisions
Travelocity mined 600,000 comments so it could better monitor and respond to customer issues
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What are the business benefits of taking the time and effort required to create and operate data warehouses such as those described in the case?
Do you see any disadvantages? Is there any reason why all companies shouldnt use data warehousing technology?
Applebees noted some of the unexpected insights obtained from analyzing data about back-of-house performance
Using your knowledge of how a restaurant works, what other interesting questions would you suggest to the company?
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Data mining and warehousing technologies use data about past events to inform better decisionmaking in the future
Do you believe this stifles innovative thinking, causing companies to become too constrained by the data they are already collecting to think about unexplored opportunities?
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Types of Databases
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Operational Databases
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Distributed Databases
Distributed databases are copies or parts of databases stored on servers at multiple locations
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, anywhere Improved database performance at worksites Advantages
Distributed Databases
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 Requires extra computing power & bandwidth
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External Databases
Databases available for a fee from the Web, or from commercial online services
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Data Warehouses
Stores static data that has been extracted from other databases in an organization Central source of data that has been cleaned, transformed, and cataloged
Data 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 process)
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Data Mining
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Data are organized, stored, and processed in independent files Each business application uses specialized data files containing specific types of data records Problems Data redundancy
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In mainframe and server computer systems, database management software is used to Create new databases and database applications Maintain the quality of the data in an organizations databases Use the databases of an organization to provide the information needed by end users
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Database Development
Defining and organizing the content, relationships, and structure of the data needed to build a database
Database Maintenance
Using transaction processing systems and other tools to add, delete, update, and correct data
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Database Interrogation
Report Generator Quickly specify a format for information you want to present as a report
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Database Interrogation
SQL Queries
Structured, international standard query language found in many DBMS packages Query form is SELECTFROMWHERE
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Database Interrogation
Boolean Logic
Developed by George Boole in the mid-1800s Used to refine searches to specific information Has three logical operators: AND, OR, NOT
Example
Cats 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 queries Most DBMS packages offer easier-to-use point-and-click methods
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Database Maintenance
Accomplished by transaction processing systems and other applications, with the support of the DBMS
Done to reflect new business transactions and other events Updating and correcting data, such as customer addresses
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Application Development
Use DBMS software development tools to develop custom application programs Not necessary to develop detailed datahandling procedures using conventional programming languages
Can include data manipulation language (DML) statements that call on the DBMS to perform necessary data handling
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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?
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Should other companies follow Amazons and eBays 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
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