Thương mại điện tử - Chapter 5: Data resource management

Data Resource ManagementChapter5Explain 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.Learning ObjectivesLearning ObjectivesExplain how database management software helps business professionals and supports the operations and management of a business.Provide examples to illustrate each of the following concepts:Major types of databases.Data warehouses and data mining.Logical data elements.Fundamental database structures.Database development.Why Study Data Resource Management?Today’s business enterprises cannot survive or succeed without quality data about their internal operations and external environment.Data Resource ManagementDefinition:A managerial activity that applies information systems technologies to the task of managing an organization’s data resources to meet the information needs of their business stakeholdersCase #1: Data Warehouse ChallengesGoal:Bring all customer data together to enhance management’s view of operationsPotentially help strengthen customer relationshipsCase #1: Data Warehouse ChallengesPlanning:Consistent definitions for all data typesCentralized or decentralized architectureData warehouse foundation must be expandable to meet growing data streams and information demandsCase #1: Data Warehouse ChallengesWhat is the business value of a data warehouse? Use Argosy Gaming as an example.Why did Argosy use an ETL software tool? What benefits and problems arose? How were they solved?Case #1: Data Warehouse ChallengesWhat are some of the major responsibilities that business professionals and managers have in data warehouse development? Use Argosy Gaming as an example.Why do analysts, users, and vendors say that the benefits of data warehouses depend on whether companies “know their data resources and what they want to achieve with them?” Use Argosy Gaming as an example.Foundation Data ConceptsCharacter – single alphabetic, numeric or other symbolField – group of related charactersEntity – person, place, object or eventAttribute – characteristic of an entityFoundation Data ConceptsRecord – collection of attributes that describe an entityFile – group of related recordsDatabase – integrated collection of logically related data elementsLogical Data ElementsEntities and RelationshipsTypes of DatabasesTypes of DatabasesOperational – store detailed data needed to support the business processes and operations of a companyDistributed – databases that are replicated and distributed in whole or in part to network servers at a variety of sitesTypes of DatabasesExternal – contain a wealth of information available from commercial online services and from many sources on the World Wide WebHypermedia – consist of hyperlinked pages of multimediaHypermedia DatabaseData WarehouseDefinition:Large database that stores data that have been extracted from the various operational, external, and other databases of an organizationData Warehouse SystemData MartDefinition:Databases that hold subsets of data from a data warehouse that focus on specific aspects of a company, such as a department or a business processData Warehouse & Data MartsData Warehouse & Data MartsRetrieving Information from Data WarehouseData MiningDefinition:Analyzing the data in a data warehouse to reveal hidden patterns and trends in historical business activityData MiningData Mining UsesPerform “market-basket analysis” to identify new product bundles.Find root causes to quality or manufacturing problems.Prevent customer attrition and acquire new customers.Cross-sell to existing customers.Profile customers with more accuracy.Traditional File ProcessingDefinition:Data are organized, stored, and processed in independent files of data recordsFile Processing SystemsProblems of File ProcessingData Redundancy – duplicate data requires an update to be made to all files storing that dataLack of Data Integration – data stored in separate files require special programs for output making ad hoc reporting difficultData Dependence – programs must include information about how the data is stored so a change in storage format requires a change in programsDatabase Management Approach Definition:Consolidates data records into one database that can be accessed by many different application programs.Software interface between users and databasesData definition is stored once, separately from application programsDatabase Management ApproachDatabase Management Software (DBMS)Definition:Software that controls the creation, maintenance, and use of databasesDBMS Software ComponentsUses of DBMS SoftwareDatabase InterrogationDefinition:Capability of a DBMS to report information from the database in response to end users’ requestsQuery Language – allows easy, immediate access to ad hoc data requestsReport Generator - allows quick, easy specification of a report format for information users have requestedDatabase Query vs. ReportNatural Language vs. SQL QueriesDatabase MaintenanceUpdating a database continually to reflect new business transactions and other eventsUpdating a database to correct data and ensure accuracy of the dataApplication DevelopmentEnd users, systems analysts, and other application developers can use the internal 4GL programming language and built-in software development tools provided by many DBMS packages to develop custom application programs.Case #2: Protecting the Data JewelsIn the casino industry, one of the most valuable assets is the dossier that casinos keep on their affluent customers.While savvy companies are using business intelligence and CRM systems to identify their most profitable customers, there’s a genuine danger of that information falling into the wrong hands.Broader access to those applications and the trend toward employees switching jobs more frequently have made protecting customer lists an even greater priority.Case #2: Protecting the Data JewelsPrevention:Employees with access to such information should be required to sign nondisclosure, non-compete, and non-solicitation agreements regarding customer lists.Treat customer lists as confidential information internally. Limit access to customer lists to only those employees who need them.Enforce strong physical security policies.Scan e-mail for proprietary information.Establish and review audit trails.Case #2: Protecting the Data JewelsWhy 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?Case #2: Protecting the Data JewelsWhat are several major threats today to the security of the data resources of a company and its business partners? Explain several ways a company could protect their data resources from the threats you identify.Fundamental Database StructuresDatabase StructuresHierarchical – relationships between records form a hierarchy or treelike structureNetwork – data can be accessed by one of several paths because any data element or record can be related to any number of other data elementsRelational Database StructureDefinition:All data elements within the database are viewed as being stored in the form of simple tablesRelational DatabaseMultidimensional Database StructureDefinition:Variation of the relational model that uses multidimensional structures to organize data and express the relationships between dataMultidimensional Database StructureObject-Oriented Database StructureDefinition:Can accommodate more complex data types including graphics, pictures, voice and textEncapsulation – data values and operations that can be performed on them are stored as a unitInheritance – automatically creating new objects by replicating some or all of the characteristics of one or more existing objectsInheritanceEvaluation of Database StructuresHierarchical data structure is best for structured, routine types of transaction processing.Network data structure is best when many-to-many relationships are needed.Relational data structure is best when ad hoc reporting is required.Database DevelopmentEnterprise-wide database development is usually controlled by database administrators (DBA)Data dictionary – catalog or directory containing metadataMetadata – data about dataDatabase Development ProcessData PlanningDatabase administrators and designers work with corporate and end user management to develop an enterprise model that defines the basic business process of the enterprise.Data ModelingDefinition:Process where the relationships between data elements are identifiedEntity Relationship DiagramLogical vs. Physical ViewsLogical – data elements and relationships among themPhysical – describes how data are to be stored and accessed on the storage devices of a computer systemLogical and Physical Database ViewsCase #3: Data Warehouse Business ValueIT Challenge:How to integrate and massage reams of data so that business units can respond immediately to changes in sales and customer preferencesCase #3: Data Warehouse Business ValueSolution:A data warehouseHire people with data warehousing skillsEnsure data quality by:Cleansing data from TPSEstablishing standardized transaction codesInterviewing end users about quality of current data and future information needsCase #3: Data Warehouse Business ValueWhat are some of the key requirements for building a good data warehouse? Use Henry Schein Inc. as an example.What are the key software tools needed to construct and use a data warehouse?What is the business value of a data warehouse to Henry Schein? To any company?Case #4: Data Stewards Data StewardsDepartment of employees dedicated to establishing and maintaining the quality of data entered into the operational systems that feed the data warehouseResearch customer relationship, locations, and corporate hierarchiesTrain overseas workers to fix data in their native languagesCase #4: Data Stewards Data Steward SkillsTechnical knowledge to use tools necessary to analyze and fix dataBusiness Knowledge needed to make judgment calls about what’s wrong with the data an how to fix itPolitically astute, diplomatic and good at conflict resolutionUnderstand that data quality is a journey, not a destination. One-hundred percent accuracy is just not achievable.Case #4: Data StewardsWhy is the role of a data steward considered to be innovative? Explain.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? Provide examples from Emerson and others.SummaryData resource management is a managerial activity that applies information technology and software tools to the task of managing an organization’s data resources.The database management approach consolidates data needed by different applications into several common databases and provides an easy-to-use ad hoc reporting capability.SummaryDatabase management systems are software packages that simplify the creation, use, and maintenance of databases.Several types of databases are used by business organizations including operational, distributed, and external databases.Data warehouses are a central source of data from other databases that have been cleaned, transformed, and cataloged for business analysis and decision support applications.SummaryData must be organized in some logical manner on physical storage devices so that they can be efficiently processed. For this reason, data are commonly organized into logical data elements such as characters, fields, records, files and databases.Database structures such as the hierarchical, network, relational, and object-oriented models are used to organize the relationships among the data records stored in databases.SummaryThe development of databases can be easily accomplished using microcomputer database management packages for small end-user applications.End of ChapterChapter5