Bài giảng Business Driven Technology - Chapter 8 Accessing Organizational Information—Data Warehouse

CHAPTER 8Accessing Organizational Information—Data WarehouseLEARNING OUTCOMES8.1 Describe the roles and purposes of data warehouses and data marts in an organization8.2 Compare the multidimensional nature of data warehouses (and data marts) with the two-dimensional nature of databasesLEARNING OUTCOMES8.3 Identify the importance of ensuring the cleanliness of information throughout an organization8.4 Explain the relationship between business intelligence and a data warehouseHISTORY OF DATA WAREHOUSINGData warehouses extend the transformation of data into informationIn the 1990’s executives became less concerned with the day-to-day business operations and more concerned with overall business functionsThe data warehouse provided the ability to support decision making without disrupting the day-to-day operationsDATA WAREHOUSE FUNDAMENTALSData warehouse – a logical collection of information – gathered from many different operational databases – that supports business analysis activities and decision-making tasksThe primary purpose of a data warehouse is to aggregate information throughout an organization into a single repository for decision-making purposesDATA WAREHOUSE FUNDAMENTALSExtraction, transformation, and loading (ETL) – a process that extracts information from internal and external databases, transforms the information using a common set of enterprise definitions, and loads the information into a data warehouseData mart – contains a subset of data warehouse informationDATA WAREHOUSE FUNDAMENTALSMultidimensional Analysis and Data Mining Databases contain information in a series of two-dimensional tablesIn a data warehouse and data mart, information is multidimensional, it contains layers of columns and rowsDimension – a particular attribute of informationMultidimensional Analysis and Data MiningCube – common term for the representation of multidimensional informationMultidimensional Analysis and Data MiningData mining – the process of analyzing data to extract information not offered by the raw data aloneTo perform data mining users need data-mining toolsData-mining tool – uses a variety of techniques to find patterns and relationships in large volumes of information and infers rules that predict future behavior and guide decision makingInformation Cleansing or Scrubbing An organization must maintain high-quality data in the data warehouseInformation cleansing or scrubbing – a process that weeds out and fixes or discards inconsistent, incorrect, or incomplete informationInformation Cleansing or ScrubbingContact information in an operational systemInformation Cleansing or ScrubbingStandardizing Customer name from Operational SystemsInformation Cleansing or ScrubbingInformation cleansing activitiesInformation Cleansing or ScrubbingAccurate and complete informationBUSINESS INTELLIGENCEBusiness intelligence – information that people use to support their decision-making effortsPrinciple BI enablers include:TechnologyPeopleCultureOPENING CASE STUDY QUESTIONSIt Takes A Village to Write an EncyclopediaDetermine how Wikipedia could use a data warehouse to improve its business operationsExplain why Wikipedia must cleanse or scrub the information in its data warehouseExplain how a company could use information from Wikipedia to gain business intelligenceCHAPTER EIGHT CASEMining the Data WarehouseAccording to a Merrill Lynch survey in 2006, business intelligence software and data-mining tools were at the top of the technology spending list of CIOsBen & Jerry’s, California Pizza Kitchen, and Noodles & Company are using business intelligence and data mining in new and exciting waysCHAPTER EIGHT CASE QUESTIONSExplain how Ben & Jerry’s is using business intelligence tools to remain successful and competitive in a saturated marketIdentify why information cleansing and scrubbing is critical to California Pizza Kitchen’s business intelligence tool’s successCHAPTER EIGHT CASE QUESTIONSIllustrate why 100 percent accurate and complete information is impossible for Noodles & Company to obtainDescribe how each of the companies above is using BI from their data warehouse to gain a competitive advantageBUSINESS DRIVEN TECHNOLOGYUNIT TWO CLOSINGUNIT CLOSING CASE ONE Harrah’s – Gambling Big on TechnologyIdentify the effects poor information might have on Harrah’s service-oriented business strategySummarize how Harrah’s uses database technologies to implement its service-oriented strategyHarrah’s was one of the first casino companies to find value in offering rewards to customers who visit multiple Harrah’s locations. Describe the effects on the company if it did not build any integrations among the databases located at each of its casinosUNIT CLOSING CASE ONE Harrah’s – Gambling Big on TechnologyEstimate the potential impact to Harrah’s business if there is a security breach in its customer informationExplain the business effects if Harrah’s fails to use data-mining tools to gather business intelligenceIdentify three different types of data marts Harrah’s might want to build to help it analyze its operational performanceUNIT CLOSING CASE ONE Harrah’s – Gambling Big on TechnologyPredict what might occur if Harrah’s fails to clean or scrub its information before loading it into its data warehouseHow could Harrah’s use data mining to increase revenue?UNIT CLOSING CASE TWO Searching for Revenue - GoogleDetermine if Google’s search results are examples of transactional information or analytical informationDescribe the ramifications on Google’s business if the search information it presented to its customers was of low qualityExplain how the website RateMyProfessors.com solved its problem of poor informationUNIT CLOSING CASE TWO Searching for Revenue - GoogleIdentify how Google could use a data warehouse to improve its businessExplain why Google would need to scrub and cleanse the information in its data warehouseIdentify a data mart that Google’s marketing and sales department might use to track and analyze its AdWords revenue