Ch 5: Database Management

What are difficulties in managing data?

What are multiple sources of data (internal, personal, external sources)?

Internal sources:

• corporate databases, company documents

Personal sources:

• personal thoughts, opinions, experiences

External sources:

• commercial databases, government reports, corporate websites

Clickstream data → tracks what is viewed & gives you recommendations after you finish movie

What is data governance?

An approach to managing information across an entire organization

→ someone needs to be responsible for data (how we hold & manage data)

• master data management, master data, transactional data

What is database management systems (DBMS)?

Minimize:

• data redundancy (mispelt name on mail)

• data isolation (data that only exists in one place)

• data inconsistency (wrong data)

Maximize:

• data security (finance only sees finance info, not HR info)

• data integrity (ensure data is complete/correct)

• data independence

What is the data hierarchy?

• Bit

• byte

• field

• record

• data file/table

• database

What is the relational database model?

• database management system

• relational database model → everything related to core field (ex. Student ID, drivers license #)

• entity

• instance

• attribute

• primary key

• foreign/secondary keys

What is big data?

2 definitions:

1. diverse, high volume, high velocity info assets that require new forms of processing to enable decision making

→ ex. need new forms of processing to see/analyze tik tok videos to see if there’s buzz about a product

2. exhibit variety, includes structured/unstrucuted/semi-structured data, generated at high velocity, does not fit into traditional databases, can be captured processed, transformed, analyzed

What does big data generally consist of?

• combo of traditional relational data (customer info like analytics of Amazon orders)

• machine generated/sensor data

• social data (LinkedIn, Facebook)

• images captured by billions of devices located around the world (unstructured data) → digital cameras, camera phones, medical scanners, security cameras

What are the 3 characteristics of big data? (3V Model)

1. Volume → quantities of data

• ex. data sensors in a single jet engine would quickly fill up a laptop

2. Velocity → speed

3. Variety → types of data

• ex. satellite images, digital music, social network

What are some issues with big data?

• Can come from untrusted data sources

• is dirty → because it is unstructured/not in desired format

• changes → especially in data streams (need different types of data)

ex. closed caption movies require data (the captions depend on movie positioning) that differs from the data that reccommends your next movie

How do you manage data? (cold vs. hot data)

When properly analyzed, big data can reveal valuable info & patterns → Tik tok analytics are valuable to marketing departments

• Cold data → storage of inactive data not accessed frequently/rapidly

• Hot data → data that must be accessed frequently/rapidly

How can you use big data?

• making big data available

• enabling organizations to conduct experiments

• micro segmentation of customers → divide customers into segment using data (Netflix knows teen shows have a big segment, next show should be for teens)

• creating new business models

• organizations can analyze more data

What functional area use big data?

• human resources

• product development

• operations

• marketing

• government operations

What is a data warehouse vs. a data mart?

Data warehouse

• storage of historical data organized by subject to support decision making → has value, such as sales from 2023

Data mart

• low-cost, scaled down version of data warehouse designed for user needs → borrowing/copy of part of data to be cleared after → ex. Finance seeks sales data from 2025

*What is a data lake?

A central repository that stores all of an organizations data → houses structured & unstructured data (videos, tweets, etc.)

• from any & all sources

• faster

• does not need data to be transformed to structured

• data needs to be prepped & identified

*What is the difference between a data warehouse and a lake?

Netflix went from a warehouse to a lake

→ they deal with both structured (how many hours watched) & unstructured (videos) data

What is knowledge management?

a process that helps manipulate important knowledge → comprises part of organization’s memory & is usually in unstructured format

• ex. call centers given scripts & follow up questions

• IT help lines have historical data from previous solutions

What are knowledge management systems + the KMS cycle?

the use of modern information technologies (internet, intranet, ,extranet, databases) to systematize, enhance, expedite intrafirm & interfirm knowledge management