1. Data Modeling for the BA February 12th, 2014 Presented by Steve Strohl

2. About Steve 2 Steve Strohl is a Senior Business Intelligence Architect with over 25 years of IT database experience and 15 years of BI experience. He has been with ICC for the past 5 years. He started his career at Battelle where he worked on defense systems overseas, manufacturing systems and environmental systems. He worked as a lead architect on the Exxon Oil Spill damage assessment database and subsequently lived in Alaska for the next 7 years. Steve worked for an environmental firm where he was able to marry his IT skills with actual field work in Prince William Sound “Alaska is where I learned how to ask the question Why instead of just What”. Steve’s work as an adjunct professor at the University of Anchorage also taught him the importance of having a complete view of a problem in order to design an appropriate solution. Steve returned to Ohio where he began his consulting work in the Business Intelligence field specifically in the Information Delivery field where he designed numerous solutions using Business Objects, Microsoft Analysis Services, Cognos and Microstrategy. His work in the information delivery field led him very quickly to realize that data quality was a major problem in virtually all of the systems he had experienced. This knowledge has resulted in his move towards data governance, master data management and the key role that solid business analysis plays in a robust IT solution. He is currently consulting with Nationwide as the NF program architect for a large master data management initiative and is the Master Data Management Practice Lead @ ICC. sstrohl@icct.com

3. 3 3 3 It’s a B.A. “Thing” … What does the business want ? How can I represent or relate those needs effectively to my developers ? Have I captured “all” of the business requirements (even those they don’t know about) ? It’s the Question that Drives Us … Did I take the trash out this morning ? Have I found all of the hidden complexities ?

4. Introduction 4 Establish a business modeling methodology Interface more effectively with developers and tester Create deliverables to use throughout the life cycle of the project The Goal Start with a Business Problem Derive the Business Requirements Derive the Business Rules Generate a model that supports the business reqts and rules The Steps Common language Better interaction and communication with developers Better interaction and communication with testers Better understanding and control over the project The Outcome

5. A Simple Business Problem 5 The Client Diversified Underwater Demolition Experts Very profitable privately owned company Dutch Langston is the owner of the company Getting a lot more orders and is outgrowing his original tracking system Thinks that spreadsheets are the answer to everything The Problem System to track order entry and shipping Duplicate customer entry Inconsistent representation of data Huge problem with returned mail Has tough time knowing what customers ordered in the past Interview Summary After interviews you have discovered that the client requirements are … to track customer orders more efficiently to track where orders are shipped to track mailing address of customer to clean up as many data quality issues as possible.

6. Original Tracking System (Go Figure) 6 What are the problems with this solution ?

7. The Two Major Issues 7 1.Difficult to trace solution back to the business requirements 2.Impossible to establish and enforce business rules to support those requirements

8. BA’s Dilema 8 How do I … Work with Dutch to discover the true business requirements Derive the business rules that satisfy the business requirements Vet my business requirements and business rules with the SME’s Work with the developers to develop the right solution the first time Work with the testers to accurately test the solution Provide one set of documentation that can be used by all parties

9. 9 Customer Address Order Person Organization Product In the end …it’s all about ???

10. The Modeling Methodology 10 Very High Level Model (VHDM) (Scope) Very High Level Model (VHDM) (Scope) High Level (Conceptual) Model (HDM) (Business Need) High Level (Conceptual) Model (HDM) (Business Need) Logical Model (LDM) Business Solution Logical Model (LDM) Business Solution Physical Data Model (PDM) Technical Solution Physical Data Model (PDM) Technical Solution Business Analyst Stakeholders Business Analyst Subject Matter Experts Business Analyst Architect Developer

11. The Modeling Methodology 11 Very High Level Model (VHDM) (Scope) Very High Level Model (VHDM) (Scope) High Level (Conceptual) Model (HDM) (Business Need) High Level (Conceptual) Model (HDM) (Business Need) Logical Model (LDM) (Business Solution) Logical Model (LDM) (Business Solution) Physical Data Model (PDM) (Technical Solution) Physical Data Model (PDM) (Technical Solution) Business Analyst Stakeholders Business Analyst Subject Matter Experts Business Analyst Architect Developer

12. Very High Level Model – Tool Box 12 Identify Subjects and Links Symbols Subject Area or Business Area  Highest Level View of Business Area or Subject Area  Contains Title and Definition of Business or Subject area  Can be any shape Connection Line (optional)  Highest Level View of connections or relationships  Arrows indicate flow to and/or from subject area  Dotted line indicates a “soft” relationship  Relationships definitions can be defined in a table (optional) Title Description

13. Very High Level Model – How it Works 13 Identify “Subject” or “Business” Area and “Link (optional)” Symbols Sales and Service Marketing HR Facilities R&D Engineering Department responsible for all aspects of the sales and service process Department responsible for marketing material and marketing campaigns Department responsible for all research and development of new products Department responsible for all internal employee and benefits matters Department responsible for all keeping the lights on Department responsible for all design and development of new products

14. Very High Level Model – Our Context 14 Can be used to describe the “scope” of your project. Customer A person or organization who purchases products from our company Product A sellable product that is manufactured by our company for sale Address A mailing or shipping address for our customers Order A contract to purchase one or more of our products.

15. Very High Level Model – How It’s Useful 15 How is this useful to me as a Business Analyst ? Quick glance at the big picture of the project Good reference for high level discussions with stakeholders Feeds the high level (Conceptual) model Feeds the business glossary Focuses the scope of the project

16. The Modeling Methodology 16 Very High Level Model (VHDM) (Scope) Very High Level Model (VHDM) (Scope) High Level (Conceptual) Model (HDM) (Business Need) High Level (Conceptual) Model (HDM) (Business Need) Logical Model (LDM) (Business Solution) Logical Model (LDM) (Business Solution) Physical Data Model (PDM) (Technical Solution) Physical Data Model (PDM) (Technical Solution) Business Analyst Stakeholders Business Analyst Subject Matter Experts Business Analyst Architect Developer

17. High Level (Conceptual) Model – Tool Box 17 Verb Entity  Abstract object (Noun) that describes a unique business meaning  Contains Title and Definition (optional) of that meaning  Can be any shape, but a box is standard. Cardinality Indicators  An indicator of the number of “instances” the relationship has 3 Types of cardinality - 0: Indicated by a line with a circle - 1: Indicated by a line with a smaller perpendicular line - M: Indicated by a line with crows feet Action Verb  A description of the type of relationship between two entities. Sub Class  A symbol that indicates that two or more entities are grouped. Relationship Line  A line that indicates some type of relationship between two entities

18. High Level (Conceptual) Model – How it Works 18 Start with the Business Requirement Need to track customer orders Turn a business requirement into a model … A customer may place one or more orders. An order must be placed by only one customer. 5 Tasks to Complete … 1.Identify your entities 2.Identify your relationship lines 3.Identify the verb phrases 4.Identify the cardinality 5.Identify any super type/sub type groupings

19. High Level Model – Define Entities 19 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. 1. Identify the Entities (Find the nouns in the phrase) Entities Relationship Verbs Cardinality Sub Types

20. High Level Model – Define Entities 20 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order 1. Identify the Entities (Find the nouns in the phrase) Entities Relationship Verbs Cardinality Sub Types

21. High Level Model – Establish Relationship 21 Customer Order 2. Establish Relationship Line Entities Relationship Verbs Cardinality Sub Types Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer.

22. High Level Model – Establish Relationship 22 Customer Order 2. Establish Relationship Line Entities Relationship Verbs Cardinality Sub Types Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer.

23. High Level Model – Define Verbs 23 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order 3. Identify the Verb Phrase for both directions Entities Relationship Verbs Cardinality Sub Types

24. High Level Model – Define Verbs 24 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order places 3. Identify the Verb Phrase from left to right Entities Relationship Verbs Cardinality Sub Types

25. High Level Model – Define Verbs 25 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order 3. Identify the Verb Phrase from right to left Entities Relationship Verbs Cardinality Sub Types places

26. High Level Model – Define Verbs 26 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order places placed by 3. Identify the Verb Phrase from right to left Entities Relationship Verbs Cardinality Sub Types

27. High Level Model – Define Verbs 27 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order places placed by 3. Identify the Verb Phrase for both directions Entities Relationship Verbs Cardinality Sub Types

28. High Level Model – Define Cardinality 28 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order places placed by 4. Identify the cardinality from left to right Entities Relationship Verbs Cardinality Sub Types

29. High Level Model – Define Cardinality 29 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order places placed by 4. Identify the cardinality from left to right Entities Relationship Verbs Cardinality Sub Types

30. High Level Model – Define Cardinality 30 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order places placed by 4. Identify the cardinality from right to left Entities Relationship Verbs Cardinality Sub Types

31. High Level Model – Define Cardinality 31 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order places placed by 4. Identify the cardinality from right to left Entities Relationship Verbs Cardinality Sub Types

32. High Level Model – Define Cardinality 32 Turn a business rule into a model … A customer may place one or more orders. An order must be placed by only one customer. Customer Order places placed by 4. Identify the cardinality from right to left Entities Relationship Verbs Cardinality Sub Types

33. How are we doing so far 33 Entities Relationship Verbs Cardinality Sub Types

34. 1 st Quiz: Customer and Address 34 Establish the cardinality … Define the business requirement … Customer Address has had by Identify the cardinality between these two entities Entities Relationship Verbs Cardinality Sub Types

35. 1 st Quiz: Customer and Address 35 What is the business rule … A customer may have more than one address. Customer Address has had by Identify the cardinality between these two entities Entities Relationship Verbs Cardinality Sub Types

36. 1 st Quiz: Customer and Address 36 Customer Address has had by What is the business rule … A customer may have more than one address. An address can be had by more than one customer. Is this true ? Identify the cardinality between these two entities Entities Relationship Verbs Cardinality Sub Types

37. 2nd Quiz: More Abstract 37 Dog Treat Entities Relationship Verbs Cardinality Sub Types Turn the phrase into a model … A dog may eat several treats If he does eat any treats he won’t share.

38. 2nd Quiz: More Abstract 38 Dog Treat eats eaten by Turn the phrase into a model … A dog may eat several treats If he does eat any treats he won’t share. Entities Relationship Verbs Cardinality Sub Types

39. High Level Model - Super Type/Sub Types 39 A Customer is a person or organization … A sub type/super type is where you have a natural grouping of two or more entities Customer Person Organization Entities Relationship Verbs Cardinality Sub Types is

40. High Level Model - Sub Types 40 A Customer is a person or organization … A sub type/super type is where you have a natural grouping of two or more entities Customer Sub Type Super Type Exclusive One or the other but not both. Person Organization Entities Relationship Verbs Cardinality Sub Types is

41. High Level Model - Sub Types 41 A Customer is a person or organization … A sub type/super type is where you have a natural grouping of two or more entities. A grouping of objects that share attributes, but also have different attributes Product Super Type Non Exclusive Can be one or more. (No “X” in the symbol) Amazon Product Ebay Product Store Product Sub Type Entities Relationship Verbs Cardinality Sub Types is

42. High Level Model – How It’s Useful 42 How is this useful to me as a Business Analyst… Identify potentially undiscovered business requirements Implement business rules to support business requirements Clear understanding of the relationships of each entity A working model of the business problem to give to the architect A lot less churn ! Entities Relationship Verbs Cardinality Sub Types

43. High Level Model– Putting it All Together 43 Customer Address Order Person Organization has had by places placed by is Product contains contained by

44. Questions 44 Customer Address Order Person Organization has had by places placed by is Product contains contained by