Laudon - Mis16 - PPT - ch06 - KL - CE

Management Information Systems:
Managing the Digital Firm

Sixteenth Edition
Chapter 6
Foundations of Business
Intelligence: Databases and
Information Management
Copyright © 2020, 2018, 2016 Pearson Education, Inc. All Rights Reserved
Learning Objectives
1. What are the problems of managing data resources in a
traditional file environment?
2. What are the major capabilities of database management
systems (DBMS), and why is a relational DBMS so powerful?
3. What are the principal tools and technologies for accessing
information from databases to improve business performance
and decision making?
4. Why are information policy, data administration, and data
quality assurance essential for managing the firm’s data
resources?
5. How will MIS help my career?
Video Cases
• Case 1: Dubuque Uses Cloud Computing and Sensors to
Build a Smarter City
▪ https://www.youtube.com/watch?v=aPie3ocvU4c
• Case 2: Brooks Brothers Closes In on Omnichannel Retail

▪ https://www.youtube.com/watch?v=Pdil74-KoAU
• Case 3: Maruti Suzuki Business Intelligence and

Enterprise Databases
▪ https://www.youtube.com/watch?v=aZWAzbRm-ms
Key Terms-1
• Analytic platform, 229 • Data governance, 237
• Attribute, 214 • Data inconsistency, 215
• Big data, 227 • Data lake, 231
• Bit, 213 • Data manipulation language, 221
• Blockchain, 225 • Data mart, 228
• Byte, 213 • Data mining, 233
• Data administration, 237 • Data quality audit, 238
• Data cleansing, • Data redundancy, 215
• Data definition, 221 • Data warehouse, 228
• Data dictionary, 221 • Database, 216
Key Terms-2
• Non-relational database management
• Database administration, 237
systems, 225
• Database management system
• Normalization, 223
(DBMS), 217
• Online analytical processing (OLAP), 232
• Database server, 236
• Primary key, 218
• Distributed database, 225
• Program-data dependence, 216
• Entity, 214
• Record, 213
• Entity-relationship diagram, 224
• Referential integrity, 224
• Field, 213
• Relational DBMS, 218
• File, 213
• Sentiment analysis, 234
• Foreign key, 218
• Structured Query Language (SQL), 221
• Hadoop, 228
• Text mining, 234
• In-memory computing, 229
• Tuple, 218
• Information policy, 237
• Web mining, 235
• Key field, 218
Data Management Helps the Charlotte
Hornets Learn More About Their Fans-1
• Problem
– Large volumes of data in isolated databases
– Outdated data management technology
• Solutions
– SAP HANA
– Data warehouse
– FanTracker
• Illustrates the importance of data management for
better decision making and customer analysis
Data Management Helps the Charlotte
Hornets Learn More About Their Fans-2
File Organization Terms and
Concepts
• Database: Group of related files
• File: Group of records of same type
• Record: Group of related fields
• Field: Group of characters as word(s) or number(s)
• Entity: Person, place, thing on which we store information
• Attribute: Each characteristic, or quality, describing entity
Figure 6.1 The Data Hierarchy
Problems with the Traditional File
Environment
• Files maintained separately by different departments
• Data redundancy
• Data inconsistency
• Program-data dependence
• Lack of flexibility
• Poor security
• Lack of data sharing and availability
Figure 6.2 Traditional File Processing
Database Management Systems
• Database
– Serves many applications by centralizing data and
controlling redundant data
• Database management system (DBMS)
– Interfaces between applications and physical data files
– Separates logical and physical views of data
– Solves problems of traditional file environment
▪ Controls redundancy
▪ Eliminates inconsistency
▪ Uncouples programs and data
▪ Enables organization to centrally manage data and data
security
Figure 6.3 Human Resources
Database with Multiple Views
Relational DBMS
• Represent data as two-dimensional tables
• Each table contains data on entity and attributes
• Table: grid of columns and rows
– Rows (tuples): Records for different entities
– Fields (columns): Represents attribute for entity
– Key field: Field used to uniquely identify each record
– Primary key: Field in table used for key fields
– Foreign key: Primary key used in second table as look-
up field to identify records from original table
Figure 6.4 Relational Database Tables
Operations of a Relational DBMS
• Three basic operations used to develop useful sets of data
– SELECT
▪ Creates subset of data of all records that meet
stated criteria
– JOIN
▪ Combines relational tables to provide user with
more information than available in individual tables
– PROJECT
▪ Creates subset of columns in table, creating tables
with only the information specified
Figure 6.5 The Three Basic
Operations of a Relational DBMS
Capabilities of Database Management
Systems
• Data definition capability
• Data dictionary
• Querying and reporting
– Data manipulation language
▪ Structured Query Language (SQL)
• Many DBMS have report generation capabilities for
creating polished reports (Microsoft Access)
Figure 6.6 Access Data Dictionary
Features
Figure 6.7 Example of an SQL Query
Figure 6.8 An Access Query
Designing Databases
• Conceptual design vs. physical design
• Normalization
– Streamlining complex groupings of data to minimize redundant
data elements and awkward many-to-many relationships
• Referential integrity
– Rules used by RDBMS to ensure relationships between tables
remain consistent
• Entity-relationship diagram
• A correct data model is essential for a system serving the
business well
Figure 6.9 An Unnormalized Relation
for Order
Figure 6.10 Normalized Tables
Created from Order
Figure 6.11 An Entity-Relationship
Diagram
Non-Relational Databases and
Databases in the Cloud
• Non-relational databases: “No SQL”
– More flexible data model
– Data sets stored across distributed machines
– Easier to scale
– Handle large volumes of unstructured and structured data
• Databases in the cloud
– Appeal to start-ups, smaller businesses
– Amazon Relational Database Service, Microsoft SQL Azure
– Private clouds
Blockchain
• Distributed ledgers in a peer-to-peer
distributed database
• Maintains a growing list of records and
transactions shared by all
• Encryption used to identify participants
and transactions
• Used for financial transactions, supply
chain, and medical records
• Foundation of Bitcoin, and other crypto
currencies
Figure 6.12 How Blockchain Works
The Challenge of Big Data
• Big data
– Massive sets of unstructured/semi-
structured data from web traffic,
social media, sensors, and so on
• Volumes too great for typical DBMS
– Petabytes, exabytes of data
• Can reveal more patterns, relationships
and anomalies
• Requires new tools and
technologies to manage and
analyze
Business Intelligence Infrastructure
(1 of 3)
• Array of tools for obtaining information from

separate
systems and from big data
• Data warehouse
– Stores current and historical data from
many core operational transaction systems
– Consolidates and standardizes information
for use across enterprise, but data cannot
be altered
– Provides analysis and reporting tools
(2 of 3)
• Data marts
– Subset of data warehouse
– Typically focus on single subject or line of business
• Hadoop
– Enables distributed parallel processing of big data across
inexpensive computers
– Key services
▪ Hadoop Distributed File System (HDFS): data storage
▪ MapReduce: breaks data into clusters for work
▪ Hbase: No SQL database
– Used Yahoo, NextBio
(3 of 3)
• In-memory computing
– Used in big data analysis
– Uses computers main memory (RAM) for data
storage to avoid delays in retrieving data from disk
storage
– Can reduce hours/days of processing to seconds
– Requires optimized hardware
• Analytic platforms
– High-speed platforms using both relational and non-
relational tools optimized for large datasets
Interactive Session: Technology:
Kraft Heinz Finds a New Recipe for
Analyzing Its Data (pp.230) ASSIGNMENT !!
– Identify the problem in this case study. To what extent was it a

technology problem? Were any management and organizational
factors involved?
– How was information technology affecting business performance
at Kraft Heinz?
– How did new technology provide a solution to the problem? How
effective was the solution?
– Identify the management, organizational, and technology factors
that had to be addressed in selecting and implementing Kraft-
Heinz’s new data warehouse solution.
Figure 6.13 Contemporary Business
Intelligence Infrastructure
Analytical Tools: Relationships,
Patterns, Trends
• Tools for consolidating, analyzing, and providing access to
vast amounts of data to help users make better business
decisions
– Multidimensional data analysis (OLAP)
– Data mining
– Text mining
– Web mining
Online Analytical Processing (O LAP)
• Supports multidimensional data analysis
– Viewing data using multiple dimensions
– Each aspect of information (product, pricing, cost,
region, time period) is different dimension
– Example: How many washers sold in the East in June
compared with other regions?
• OLAP enables rapid, online answers to ad hoc queries
Figure 6.14 Multidimensional Data
Model
Data Mining
• Finds hidden patterns, relationships in datasets
– Example: customer buying patterns
• Infers rules to predict future behavior
• Types of information obtainable from data mining:
– Associations
– Sequences
– Classification
– Clustering
– Forecasting
Text Mining and Web Mining
• Text mining
– Extracts key elements from large unstructured data
sets
– Sentiment analysis software
• Web mining
– Discovery and analysis of useful patterns and
information from web
– Web content mining
– Web structure mining
– Web usage mining
Databases and the Web
• Many companies use the web to make some internal
databases available to customers or partners
• Typical configuration includes:
– Web server
– Application server/middleware/CGI scripts
– Database server (hosting DBMS)
• Advantages of using the web for database access:
– Ease of use of browser software
– Web interface requires few or no changes to database
– Inexpensive to add web interface to system
Figure 6.15 Linking Internal
Databases to the Web
Establishing an Information Policy
• Firm’s rules, procedures, roles for sharing, managing,
standardizing data
• Data administration
– Establishes policies and procedures to manage data
• Database administration
– Creating and maintaining database
• Data governance
– Deals with policies and processes for managing
availability, usability, integrity, and security of data,
especially regarding government regulations
Ensuring Data Quality
• More than 25 percent of critical data in Fortune 1000
company databases are inaccurate or incomplete
• Before new database is in place, a firm must:
– Identify and correct faulty data
– Establish better routines for editing data once database
in operation
• Data quality audit
• Data cleansing
Interactive Session: Organizations:
Databases Where the Data Aren’t
There (pp. 239) ASSIGNMENT !!
– Define the problem described in this case. How serious

a problem is it?
– What management, organization, and technology
factors contributed to this problem?
– What is the political and social impact of incomplete
recordkeeping in the FBI NCIC and NICS databases?
How Will MIS Help My Career?
• The Company: Mega Midwest Power
• Position Description: Entry-level data analyst
• Job Requirements
• Interview Questions
• Author Tips
Assignments
• Please answer the questions of 2 Case studies
– Interactive Session: Technology: Kraft Heinz Finds a New Recipe for
Analysing Its Data (pp.230)
– Interactive Session: Organizations: Databases Where the Data Aren’t
There (pp. 239)
• Please answer Review Questions at the end of Ch-6 (page 243)
• Please use your own words and understanding while preparing your work and
sent your word document to my e-mail address by 12 Nov 17.00 hrs
ufuk.turen@ostimteknik.edu.tr
• Please do not skip your assignments without notice!!!

• Please complete the assignments given since the beginning of the
semester ASAP. They will affect your grades.
• THIS CONCLUDES THE SESSION
• PENDING YOUR QUESTIONS
• MANY THANKS FOR YOUR ATTENTION
• SEE YOU NEXT WEEK

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Management Information Systems:

Managing the Digital Firm

• Case 2: Brooks Brothers Closes In on Omnichannel Retail

• Case 3: Maruti Suzuki Business Intelligence and

• Array of tools for obtaining information from

– Identify the problem in this case study. To what extent was it a

– Define the problem described in this case. How serious

• Please answer Review Questions at the end of Ch-6 (page 243)

• Please do not skip your assignments without notice!!!

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