Transcript Basic Marketing, 16e - McGraw Hill Higher Education

Chapter 3
Databases and Data
Warehouses:
Supporting the
Analytics-Driven
Organization
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
INTRODUCTION



Business intelligence (BI) –
collective information that gives you
the ability to make effective, important,
and strategic business decisions
Analytics – the science of fact-based
decision making
Both are huge in today’s business world
3-2
OLTP, OLAP, and Business
Intelligence
3-3
RELATIONAL DATABASE
MODEL


Database – collection of information
that you organize and access
according to the logical structure of
the information
Relational database – series of
logically related two-dimensional
tables or files for storing information

Relation = table = file

Most popular database model
3-4
Database – Collection of
Information
3-5
Database – Logical Ties within the
Information


Primary key – field (or group of fields)
that uniquely describes each record
Foreign key – primary key of one file that
appears in another file
Customer Number
is the primary key
for Customer and
appears in Order as
a foreign key
3-6
DATABASE MANAGEMENT SYSTEM
TOOLS

Database
management
system (DBMS) –
helps you specify the
logical requirements
for a database and
access and use the
information in a
database
3-7
5 Components of a DBMS
1.
2.
3.
4.
5.
DBMS engine
Data definition subsystem
Data manipulation subsystem
Application generation subsystem
Data administration subsystem
3-8
DATA WAREHOUSES AND DATA
MINING


Help you build and work
with BI and some forms
of knowledge
Data warehouse –
collection of information
(from many places) that
supports business
analysis activities and
decision making
3-9
The Tool Set of the Analytics
Professional
3-10
Digital Dashboard
3-11
The Analytics Life Cycle
3-12
Data Marts

Data mart – subset of a data
warehouse in which only a focused
portion of the data warehouse
information is kept
3-13
INFORMATION OWNERSHIP


Information is a resource you must
manage and organize to help the
organization meet its goals and
objectives
You need to consider



Strategic management support
Sharing information with responsibility
Information cleanliness
3-14