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2 A managerial activity
2 Applies information systems technology to
managing data resources

 |
 
2 |atabase ± a collection of related data organized in
a way to facilitate data processing (ie searches)
2 |
 ± |atabase
anagement ystems
Use a |
 software to create, store, organize, and
retrieve data from a single database or several databases

Example:
icrosoft Access

G
|
 


2 uevels of data
Character
2 ingle alphabetical, numeric, or other symbol
Field
2 Groupings of characters
2 Represents an attribute of some entity
Records
2 Related fields of data
2 Collection of attributes that describe an entity
2 Fixed-length or variable-length
G
|
 
 

Files (table)
2 A group of related records
2 Classified by
Primary use
Type of data
permanence
G
|
 
 

2 |ata Elements
G
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|atabase (wrap up)
2 Integrated collection of logically related data elements
2 Consolidates records into a common pool of data
elements
2 |ata is independent of the application program using
them and type of storage device

|
 
External
Databases on
the Internet &
Online
Services

Client
PC or
Distributed
NC
Databases on
Intranets &
Network Operational
Databases of
Other Networks Server the Organization

End User Data Data

Databases
Warehouse Mart
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2 [perational
upports business processes and operations
Also called subject-area databases, transaction
databases, and production databases.
These also include databases of Internet and
electronic commerce activity, such as click
stream data or data describing online behavior
of visitors at a company¶s website.
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2 |istributed
Replicated and distributed copies or parts of
databases on network servers at a variety of sites.
|one to improve database performance and security
These are the databases of local workgroups and
departments at regional offices, branch offices, and other
work sites needed to complete the task at hand.
|ata Warehouse |atabases. These store data
from current and previous years that has been
extracted from the various operational and
management databases of the organization. As
a standardized and integrated central source of
data, warehouses can be used by managers for
pattern processing, where key factors and trends
about operations can be identified from the
historical record.
2 |ata
arts. Are subsets of the data included in
a |ata Warehouse which focus on specific
aspects of a company, e.g. department,
business process, etc.
2 End User |atabases. These consist of a variety
of data files developed by end users at their
workstations. For example, an end user in sales
might combine information on a customer¶s
order history with her own notes and
impressions from face-to-face meetings to
improve follow-up.
2 External |atabases.
any organizations make
use of privately generated and owned online
databases or data banks that specialize in a
particular area of interest. Access is usually
through a subscription for continuing links or a
one-time fee for a specific piece of information
(like the results of a single search). [ther
sources like those found on the Web are free.
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Client
Operational PC or
Analytical NC
Databases
Data Data Store
Management Enterprise
Subsystem Warehouse
Data Data Mart
Acquisition
Data Access
Subsystem and Delivery
Metadata Subsystem
Metadata Directory
Management
Warehouse Subsystem Metadata
Design Repository Web
Subsystem Information
System
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2 |ata warehouse
tores data extracted from operational, external,
or other databases of an organization
Central source of ³structured´ data

ay be subdivided into data marts
ü 





  |

2 |ata
ining
A method for better understanding data
Information on customers, products, markets, etc.
|rill down: from summary to more detailed data
ort and extract information
Trends, correlations, forecasting, statistics
ü 





  |

2 |ata
ining
[nline Transaction Processing ([uTP)
2 Immediate automated responses to user requests
2
ultiple concurrent transactions
2 A big part of interactive Internet e-commerce
ü 





  |

2 |ata
ining
[nline Analytical Processing ([uAP)
2 Graphical software tools that provide complex analysis
of data stored in a database
2 |rills down to deeper levels of consolidation
2 Time series and trend analysis
2 ³What if´ and ³why´ questions



2 anking: loan/credit card approval

predict good customers based on old customers
2 Customer relationship management:
identify those who are likely to leave for a competitor.
2 Targeted marketing:
identify likely responders to promotions
2 Fraud detection: telecommunications, financial
transactions
from an online stream of event identify fraudulent events
2
anufacturing and production:
automatically adjust knobs when process parameter changes

 


2
edicine: disease outcome, effectiveness of

treatments
analyze patient disease history: find relationship between
diseases
2
olecular/Pharmaceutical: identify new drugs
2 cientific data analysis:
identify new galaxies by searching for sub clusters
2 Web site/store design and promotion:
find affinity of visitor to pages and modify layout
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2 asketball teams use it to track game strategy

2 Cross elling
2 Target
arketing
2 Holding on to Good Customers
2 Weeding out ad Customers