1 Introduction to Data Management

Understand: meaning of data management history of managing data challenges in managing data approaches to managing data data strategy data life cycle data architecture sources and methods for collecting organizational data 2

Developing plans, processes, and systems to ensure data is: Relevant Accurate, Timely Available Secure Shareable 3

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_______ is an asset to be planned, managed, and protected, and when converted to ___________ & ___________, gives the firm competitive advantages 5

6 Centralized Data Management Emerged in the 1970s; became popular in the 1980s Helps avoid many problems with process- centered development Provides integration between applications through a common database Database Personnel General Ledger Inventory Marketing

90's and beyond: "Silos" Heterogeneous Duplicated 7 Database Personnel ERP (General Ledger) ERP (Inventory) Marketing ERP Database Gov't, Industry Codes Clickstream Data… ???

The amount of data increasing exponentially with time What s relevant? Data security, quality, and integrity more complex Applying enough resources? Data are scattered throughout organizations Where is it? How is it stored? Data management and analysis tools can be a challenge SO many! Ease of use varies 8

The amount of data increases exponentially with time What s relevant? Modeling Data Requirements Data security, quality, and integrity are critical Applying enough resources? Designing and Securing Data Structures Data Cleansing, Transforming Data are scattered throughout organizations Where is it? Integrating Data (eg, DB, CRM Systems) How is it stored? Data management & analysis tools can be a challenge SO many! Use of popular DBMS and CRM tools Ease of use varies 9

Knowledge Dissemination Analytics Availability Cleansing & Integrity Acquisition Adapted from Data Strategy topic, Dr. Tanner

11 Internal (Organizational) Data Sources stored in the corporate database info about people, products, services, processes, transactions Personal (Individual) Data business data stored in personal data files business rules business data individual ideas, opinions ideas about product improvement estimates of sales opinions about competitors External (Environmental) Data Sources commercial databases government databases, reports sensor data clickstream data vendor lists, …

12 Internal data Transaction processing systems (TPSs, Web applications) Individual data Interviews of users Time studies Surveys Observations Contributions from experts… External data Instruments and sensors Benchmarks Web sites (counters, clickstream) Purchased data

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14 Game Machines Hotel Reservations Event Management Offers Redeemed Web Activity External Data (Marketing Lists, Prospects,…) Customer Activity DB (Operational Data Store and/or Data Marts) Organization Analysis DB (Data Warehouse) Managerial Applications Apps DB Pre-defined reports Ad-hoc queries Customer lookups Campaign Management Generate Marketing Lists etc… Market Segmentation Analysis Customer Profiling Generating Marketing Lists etc…

Developing plans, processes, and systems to ensure data is: Relevant Accurate Timely Secure Available Accessible Shareable 15 How do we ensure the quality, integrity of this data? How do we identify and organize data thats important to us? How do we restrict access to this data to those who need it? How do we ensure data can be easily maintained, shared, and analyzed?

16 DataInformationKnowledge Basis for Decisions, Competitive Advantage 1.Why is data management important to organizations? 2.How was data managed in the past? How is data managed now? 3.What challenges exist in managing data? 4.Data life cycle: collect – store – access & analyze Data Collection sources and methods Data Storage – databases, data marts, data warehouses Data Access – intranet, web browsers, middleware Data Analysis (Business Intelligence) – queries, OLAP, data mining, DSS/EIS… 5.Role of data architecture

17 1/21 – 1/30 Data Modeling 2/04 * Data Modeling Quiz *