McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies ...


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McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies ...

  1. 1. Data Resource Management Chapter 3 The Case is at the end of the presentation. There is a link from that to the solutions
  2. 2. What about this concerning DRM? <ul><li>“I have traveled the length & breadth of this country and talked with the best people, and I can assure you that data processing is a fad that won’t last out the year”. </li></ul><ul><ul><li>The editor in charge of business books for Prentice Hall (1957) </li></ul></ul>
  3. 3. What about this concerning DRM? <ul><li>“It is a capital mistake to theorize before one has data”. </li></ul><ul><ul><li>Sir Arthur Conan Doyle (1892) </li></ul></ul><ul><ul><li>Sherlock Holmes </li></ul></ul>
  4. 4. Database Functions <ul><li>1. Manage data storage </li></ul><ul><ul><li>AMR parent of Amer Airlines </li></ul></ul><ul><ul><li>Teamed with IBM-1 st airline reservation sys. </li></ul></ul><ul><ul><ul><li>Saabre </li></ul></ul></ul><ul><ul><li>Saabre became more valuable that the other assets of the co. including its planes. </li></ul></ul><ul><ul><li>Spun it off as Saabre Holdings Corp. </li></ul></ul><ul><ul><ul><li>Has 4 times the stock value of AMR </li></ul></ul></ul>
  5. 5. Database Functions <ul><li>2. Transform data into information </li></ul><ul><li>3. Provide security – Who has access. Part of Sarbox. </li></ul><ul><li>4. Allow multi-user access </li></ul><ul><li>5. Allow programming & Query Lang. ability </li></ul>
  6. 6. Data Resource Management <ul><li>Data is a resource </li></ul><ul><li>Data must be organized (table) </li></ul><ul><li>Data must be managed (backup & retrieval </li></ul><ul><li>Business survival depends on information regarding internal & external environ. </li></ul>
  7. 7. Data Resource Management <ul><li>What is the external environment? </li></ul><ul><ul><li>Government: Fed., state, city, county </li></ul></ul><ul><ul><ul><li>New laws, changes in laws, mandates, compliance </li></ul></ul></ul><ul><ul><li>World Economics </li></ul></ul><ul><ul><li>Politics </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Technology (hardware, software, etc. </li></ul></ul><ul><ul><li>Customers </li></ul></ul>
  8. 8. Data Resource Management <ul><li>A managerial activity </li></ul><ul><li>Applies information systems technology to managing data resources to </li></ul><ul><ul><li>meet needs of business stakeholders. </li></ul></ul><ul><li>IS technology (from above) </li></ul><ul><ul><li>DBMS </li></ul></ul><ul><ul><li>Data warehousing </li></ul></ul><ul><ul><li>Data mining </li></ul></ul><ul><ul><ul><li>Center for Data Integrity (CDI) </li></ul></ul></ul><ul><ul><li>Webopedia – database, DBMS </li></ul></ul>
  9. 9. Foundation Data Concepts <ul><li>Levels of data </li></ul><ul><ul><li>Character </li></ul></ul><ul><ul><ul><li>Single alphabetical, numeric, or other symbol </li></ul></ul></ul><ul><ul><li>Field </li></ul></ul><ul><ul><ul><li>Groupings of characters </li></ul></ul></ul><ul><ul><ul><li>Represents an attribute of some entity </li></ul></ul></ul><ul><ul><ul><ul><li>Entity </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Person </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Place </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Object </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>event </li></ul></ul></ul></ul></ul>
  10. 10. Foundation Data Concepts (continued) <ul><ul><li>Records </li></ul></ul><ul><ul><ul><li>Related fields of data </li></ul></ul></ul><ul><ul><ul><li>Collection of attributes that describe an entity </li></ul></ul></ul><ul><ul><ul><li>Fixed-length or variable-length </li></ul></ul></ul><ul><ul><li>Files (table) </li></ul></ul><ul><ul><ul><li>A group of related records </li></ul></ul></ul><ul><ul><ul><li>Classified by </li></ul></ul></ul><ul><ul><ul><ul><li>Primary use </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Type of data </li></ul></ul></ul></ul><ul><ul><ul><ul><li>permanence </li></ul></ul></ul></ul>
  11. 11. Foundation Data Concepts (continued) <ul><ul><li>Database </li></ul></ul><ul><ul><ul><li>Integrated collection of logically related data elements </li></ul></ul></ul><ul><ul><ul><li>Consolidates records into a common pool of data elements </li></ul></ul></ul><ul><ul><ul><li>Data is independent of the application program using them and type of storage device </li></ul></ul></ul>
  12. 12. Logical Data Elements
  13. 13. Logical Data Elements <ul><li>Compare the previous figure with the data that was organized before computers. </li></ul><ul><li>Is that older system still used? </li></ul><ul><li>Since data entry bookkeeping? </li></ul><ul><li>Can you have more than one database in your organization? Is so, why would you want this? </li></ul>
  14. 14. Logical Data Elements <ul><li>Who will organize the data (database, tables, records, fields, entities) in your organization. </li></ul><ul><ul><li>4 th generation language </li></ul></ul><ul><li>Who will use the data in your organization? </li></ul><ul><li>Who will maintain the data in your org.’s database? </li></ul>
  15. 16. Types of Databases <ul><li>Operational </li></ul><ul><ul><li>Supports business processes and operations </li></ul></ul><ul><ul><li>Also called subject-area databases, transaction databases, and production databases </li></ul></ul><ul><ul><li>Examples </li></ul></ul><ul><ul><ul><li>HR database </li></ul></ul></ul><ul><ul><ul><li>Inventory database </li></ul></ul></ul><ul><ul><ul><li>Customer database </li></ul></ul></ul><ul><ul><ul><li>E-commerce databases </li></ul></ul></ul>
  16. 17. Access. Example of operational DB that can be created & managed by small bus . or dept
  17. 18. Types of Databases (continued) <ul><li>Distributed </li></ul><ul><ul><li>Replicated and distributed copies or parts of databases on network servers at a variety of sites. </li></ul></ul><ul><ul><ul><li>Network servers on the WWW. </li></ul></ul></ul><ul><ul><ul><li>Intranets or extranets </li></ul></ul></ul><ul><ul><li>Replication -- Webopedia </li></ul></ul><ul><ul><li>Done to improve database performance and security </li></ul></ul><ul><ul><ul><li>Performance example? </li></ul></ul></ul><ul><ul><ul><li>Security example? </li></ul></ul></ul><ul><ul><ul><ul><li>Original database or any of its partitions is destroyed </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Assigning privileges </li></ul></ul></ul></ul>
  18. 19. Types of Databases (continued) <ul><li>Distributed Databases (continued) </li></ul><ul><ul><li>Challenge </li></ul></ul><ul><ul><ul><li>Ensuring all replicated data are consistently and concurrently updated </li></ul></ul></ul><ul><ul><ul><ul><li>Synchronization </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Novell = NDS=partitioning </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Time on servers around the world can be a problem. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Data log reports are very helpful </li></ul></ul></ul></ul>
  19. 20. Replication <ul><li>Country </li></ul><ul><ul><li>Great Britain </li></ul></ul><ul><ul><ul><li>London </li></ul></ul></ul><ul><ul><ul><ul><li>Division 1 </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>This </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>That </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The Other </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Division 2 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Division 3 </li></ul></ul></ul></ul><ul><ul><ul><li>Japan </li></ul></ul></ul><ul><ul><ul><ul><li>Division 1 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Division 2 </li></ul></ul></ul></ul><ul><ul><ul><li>U.S. </li></ul></ul></ul><ul><ul><ul><ul><li>Division 1 </li></ul></ul></ul></ul>
  20. 21. Types of Databases (continued) <ul><li>External </li></ul><ul><ul><li>Available for a fee from commercial sources or with or without charge on the Internet or World Wide Web or your supplier DB’s. </li></ul></ul><ul><ul><ul><li>Sources are almost endless </li></ul></ul></ul><ul><ul><ul><li>External can be download into DBMS Remember that DBMS is a decision support tool. Example? </li></ul></ul></ul><ul><ul><ul><li>Infor. From the DBMS can be downloaded in to a variety of applications for analysis . </li></ul></ul></ul><ul><ul><ul><ul><li>Excel. Also a decision support tool. Example? </li></ul></ul></ul></ul><ul><ul><ul><li>Database inform. can be accessed by Excel. Excel information can be accessed by DB. </li></ul></ul></ul>
  21. 22. <ul><li>Hypermedia Databases </li></ul><ul><ul><li>Hyperlinked pages of multimedia </li></ul></ul><ul><ul><ul><li>Text, graphics, photographic images, video, and audio </li></ul></ul></ul><ul><ul><li>A database of interrelated hypermedia page elements, rather than interrelated data records. </li></ul></ul>
  22. 23. Components of a Web-based IS The Web server software acts as a DBMS to manage the transfer of hyper files for downloading by the multimedia plug-ins of your browser.
  23. 24. Data Warehouses and Data Mining <ul><li>Data warehouse </li></ul><ul><ul><li>Stores data extracted from operational, external, or other databases of an organization </li></ul></ul><ul><ul><li>Central source of “structured” data </li></ul></ul><ul><ul><li>May be subdivided into data marts </li></ul></ul><ul><ul><ul><li>Subsets of data that focus on specific aspects of the co., e.g., by department or process. </li></ul></ul></ul>
  24. 25. Data warehouse <ul><li>Data acquisition </li></ul><ul><ul><li>This process includes activities </li></ul></ul><ul><ul><ul><li>Consolidating data from several sources </li></ul></ul></ul><ul><ul><ul><li>Filtering out unwanted data </li></ul></ul></ul><ul><ul><ul><li>Correcting incorrect data </li></ul></ul></ul><ul><ul><ul><li>Converting data to new data types </li></ul></ul></ul><ul><li>The data is then stored so that it can be moved into the enterprise warehouse </li></ul>
  25. 26. Data Warehouse <ul><li>Enterprise warehouse </li></ul><ul><ul><li>Can then be moved into data marts or </li></ul></ul><ul><ul><li>To analytical data stores </li></ul></ul><ul><ul><ul><li>Holds data in a more useful form for certain types of data so that it can be used by OLAP applications. </li></ul></ul></ul><ul><ul><ul><li>Link to OLAP </li></ul></ul></ul>
  26. 27. The Components of a Data Warehouse System
  27. 28. Data Warehouses and Data Mining (continued) <ul><li>Data mining </li></ul><ul><ul><li>A major use of data warehouse databases </li></ul></ul><ul><ul><li>Data is analyzed to reveal hidden correlations, patterns, and trends </li></ul></ul><ul><ul><ul><li>In vast amounts of data </li></ul></ul></ul><ul><ul><ul><ul><li>Usually several terabytes of data. </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>4, 000,000,000,000 bytes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Its above gigabytes </li></ul></ul></ul></ul></ul>
  28. 29. Data Mining (continued) <ul><ul><li>Data mining software uses: </li></ul></ul><ul><ul><ul><li>Advanced pattern recognition algorithms </li></ul></ul></ul><ul><ul><ul><li>Variety of math & statistical techniques </li></ul></ul></ul><ul><ul><ul><li>To filter through data to extract previously unknown strategic business information. </li></ul></ul></ul><ul><ul><ul><li>Examples: </li></ul></ul></ul><ul><ul><ul><ul><li>New or change products </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New or change services </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Marketing activities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Organizational change/process change </li></ul></ul></ul></ul>
  29. 30. Database Management Approach <ul><li>Consolidates data records and objects into databases that can be accessed by many different application programs . In our banking example: </li></ul><ul><ul><li>Savings Account program </li></ul></ul><ul><ul><li>Checking account program </li></ul></ul><ul><ul><li>Installment loan program </li></ul></ul><ul><li>This approach allows data to be consolidated into a common database, for our case, Customer Database </li></ul><ul><ul><li>rather than being kept in separate files for each of those applications. </li></ul></ul>
  30. 31. Database Management Approach (continued) <ul><li>DBMS serves as an interface between the users and databases. </li></ul><ul><ul><li>Controls how databases are </li></ul></ul><ul><ul><ul><li>Created </li></ul></ul></ul><ul><ul><ul><li>Interrogated </li></ul></ul></ul><ul><ul><ul><li>Maintained </li></ul></ul></ul><ul><ul><li>So users can easily access the data in the database </li></ul></ul>
  31. 32. Database Management Approach: Example
  32. 33. Database Management Approach (continued) <ul><li>Database Management System </li></ul><ul><ul><li>Software interface between users and databases </li></ul></ul><ul><ul><li>Controls creation, maintenance, and use of the database </li></ul></ul>
  33. 34. Database Management Approach (continued) <ul><li>Database Interrogation </li></ul><ul><ul><li>3 rd Generation. Programming languages </li></ul></ul><ul><ul><li>4 th Generation. SQL and then QBE </li></ul></ul><ul><ul><li>Query </li></ul></ul><ul><ul><ul><li>Supports ad hoc requests </li></ul></ul></ul><ul><ul><ul><li>Can save queries </li></ul></ul></ul><ul><ul><ul><li>Tells the software how you want to organize the data and what data that you want? </li></ul></ul></ul><ul><ul><ul><li>Has a graphical user interface (GUI) </li></ul></ul></ul>
  34. 35. Queries <ul><li>A query lets you easily obtain immediate response to an hoc data requests. </li></ul><ul><ul><li>What is immediate? </li></ul></ul><ul><li>Can a query be save for future use? If so, give me an example. </li></ul>
  35. 36. Example of Querying 2 Tables
  36. 37. SQL & Natural Languages
  37. 38. Database Management Approach (continued) <ul><li>Report Generator </li></ul><ul><ul><li>Turns results of a table or query into a useable report </li></ul></ul><ul><ul><li>Can specify a report format. </li></ul></ul><ul><ul><ul><li>Examples of report formatting ??? </li></ul></ul></ul><ul><ul><ul><li>Can these report formats be saved ??? </li></ul></ul></ul><ul><ul><ul><li>Can a report also be linked to a query ??? If so, why would you want to do this ??? </li></ul></ul></ul>
  38. 39. Access Report Generator
  39. 40. Access Report Generator <ul><li>Use Access with an existing database to show options for generating a report. </li></ul>
  40. 41. Database Maintenance <ul><li>Database Maintenance </li></ul><ul><ul><li>What is this? 3 simple things that are imp. </li></ul></ul><ul><ul><li>Why must this occur? </li></ul></ul><ul><ul><li>Who does it, usually? </li></ul></ul>
  41. 42. Database Management Approach (continued) <ul><li>Application Development </li></ul><ul><ul><li>Function of a DBMS </li></ul></ul><ul><ul><li>The DBMS has built-in software dev. tools </li></ul></ul><ul><ul><li>To develop custom application programs </li></ul></ul><ul><ul><ul><li>Develop data entry screens </li></ul></ul></ul><ul><ul><ul><li>Forms </li></ul></ul></ul><ul><ul><ul><li>Reports </li></ul></ul></ul><ul><ul><li>Who does this? </li></ul></ul><ul><ul><ul><li>End users </li></ul></ul></ul><ul><ul><ul><li>Systems analysts </li></ul></ul></ul><ul><ul><ul><li>Application developers </li></ul></ul></ul>
  42. 43. Implementing Data Resource Management <ul><li>Why is data resource management needed ??? </li></ul><ul><ul><li>Link </li></ul></ul><ul><li>Data Resource Management includes: </li></ul><ul><ul><li>DBMS </li></ul></ul><ul><ul><li>Data planning </li></ul></ul><ul><ul><li>Database Administration </li></ul></ul>
  43. 44. Data Resource Management
  44. 45. <ul><li>Database Administration </li></ul><ul><ul><li>Develop and maintain the data dictionary </li></ul></ul><ul><ul><li>Design and monitor performance of databases </li></ul></ul><ul><ul><li>Enforce database use and security standards </li></ul></ul>
  45. 46. Implementing Data Resource Management (continued) <ul><li>Data Planning </li></ul><ul><ul><li>Corporate planning and analysis function </li></ul></ul><ul><ul><li>Developing the overall data architecture </li></ul></ul>
  46. 47. Implementing Data Resource Management (continued) <ul><li>Data Administration </li></ul><ul><ul><li>Standardize collection, storage, and dissemination of data to end users </li></ul></ul><ul><ul><li>Focused on supporting business processes and strategic business objectives </li></ul></ul><ul><ul><li>May include developing policy and setting standards </li></ul></ul>
  47. 48. Implementing Data Resource Management (continued) <ul><li>Challenges </li></ul><ul><ul><li>Technologically complex </li></ul></ul><ul><ul><ul><li>So difficult & expensive </li></ul></ul></ul><ul><ul><ul><li>What about recruiting tech. people </li></ul></ul></ul><ul><ul><ul><li>What about the training of users </li></ul></ul></ul><ul><ul><li>Vast amounts of data to be managed </li></ul></ul><ul><ul><li>Vulnerability to fraud, errors, and failures </li></ul></ul><ul><ul><li>Scalability of your systems </li></ul></ul><ul><ul><ul><li>What about outsourcing ? </li></ul></ul></ul><ul><ul><ul><li>Data requirements are going to grow </li></ul></ul></ul>
  48. 49. Implementing Data Resource Management (continued) <ul><li>Benefits </li></ul><ul><ul><li>Reduces the duplication of data </li></ul></ul><ul><ul><li>Integrates data so that they can be accessed by multiple programs & users </li></ul></ul><ul><ul><li>Software is not dependent on the format of the data or type of secondary storage hardware </li></ul></ul><ul><ul><li>Business professionals can use inquiry and reporting capabilities </li></ul></ul><ul><ul><li>The security of data are increased. Access to data & modification of data are controlled through the data admin. function </li></ul></ul>
  49. 50. Section II <ul><li>Technical Foundations of Database Management </li></ul>
  50. 51. Data Structures <ul><li>The relationships among the many individual data elements stored in databases are based on one of several logical data structures or models </li></ul><ul><li>DBMS packages are designed to use a specific data structure to provide end users with quck & easy acces to information stored in a DB. </li></ul><ul><li>5 database structures </li></ul>
  51. 53. Database Structures <ul><li>Hierarchical </li></ul><ul><ul><li>Early mainframe DBMS packages used this </li></ul></ul><ul><ul><li>Treelike or hierarchical </li></ul></ul><ul><ul><li>All of the relationships are one-to-many </li></ul></ul><ul><ul><li>Used for structured, routine types of transaction processing </li></ul></ul><ul><ul><li>Not very flexible. One-to-many relationships only. </li></ul></ul>
  52. 54. Database Structures (continued) <ul><li>Network structure </li></ul><ul><ul><li>More complex </li></ul></ul><ul><ul><ul><li>Relationships must be specified in advance </li></ul></ul></ul><ul><ul><li>More flexible </li></ul></ul><ul><ul><li>Many-to-many relationship </li></ul></ul><ul><ul><li>More flexible but doesn’t support ad hoc requests well </li></ul></ul>
  53. 55. Database Structures (continued) <ul><li>Relational structure </li></ul><ul><ul><li>Data elements stored in simple tables </li></ul></ul><ul><ul><li>Relationships do not have to be specified when the database is created. </li></ul></ul><ul><ul><li>Can link data elements from various tables </li></ul></ul><ul><ul><li>Can create new tables of data relationships using parts of data from several tables. </li></ul></ul><ul><ul><li>Very supportive of ad hoc requests but slower at processing large amounts of data than hierarchical or network models </li></ul></ul><ul><ul><li>Easier to maintain </li></ul></ul>
  54. 56. Database Structures (continued) <ul><li>Multi-Dimensional structure </li></ul><ul><ul><li>A variation of the relational model </li></ul></ul><ul><ul><li>Popular for online analytical processing (OLAP) applications </li></ul></ul><ul><ul><li>Popular database structure for the analytical databases that support OLAP. </li></ul></ul>
  55. 57. Database Structures (continued) <ul><li>Object-oriented structure </li></ul><ul><ul><li>Key technology of a new generation of multimedia web-based applications </li></ul></ul><ul><ul><li>Good for complex, high-volume applications </li></ul></ul><ul><ul><li>OODB software is finding increasing use in: </li></ul></ul><ul><ul><ul><li>Managing hypermedia databases on the </li></ul></ul></ul><ul><ul><ul><ul><li>Web </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Corporate intranets </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Corporate extranets </li></ul></ul></ul></ul>
  56. 58. Object-oriented structures (continued) <ul><li>OODBMS </li></ul><ul><ul><li>Can easily manage the access and storage of objects (subsets of Web pages) </li></ul></ul><ul><ul><ul><li>Document images </li></ul></ul></ul><ul><ul><ul><li>Graphic images </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>Audio </li></ul></ul></ul><ul><ul><li>Can do these more efficiently than relational DBMS </li></ul></ul>
  57. 59. <ul><li>However, major relational DBMS vendors have countered by: </li></ul><ul><ul><li>Adding object-oriented modules to their relational software. </li></ul></ul><ul><ul><ul><li>IBM’s DB2 </li></ul></ul></ul><ul><ul><ul><li>Oracles’s object based “cartridges” </li></ul></ul></ul>
  58. 60. Accessing Databases <ul><li>Key fields (primary key) </li></ul><ul><ul><li>A field unique to each record so it can be distinguished from all other records in a table </li></ul></ul><ul><ul><li>Each table in a relational database must contain a primary key. </li></ul></ul><ul><ul><li>This field uniquely identifies each record in a file and must also be found in other related tables </li></ul></ul><ul><ul><ul><li>So that you could be provided with information from 2 or more tables by joining the tables and retrieving infor. You want. </li></ul></ul></ul>
  59. 61. Relating Information From Two Tables
  60. 62. Accessing Databases (continued) <ul><li>Sequential access </li></ul><ul><ul><li>Too slow to handle applications requiring immediate updating or responses </li></ul></ul><ul><li>Direct access </li></ul><ul><li>Data Dictionary </li></ul>
  61. 63. Database Development <ul><li>Who can database administrators be in DBMS packages like MS Access or Lotus Approach? </li></ul><ul><li>Large organizations </li></ul><ul><ul><li>DBA’s and data design analyst and other database specialists </li></ul></ul><ul><ul><li>For integrity and security </li></ul></ul><ul><ul><li>Work with end users and systems analysts </li></ul></ul><ul><li>Data Planning & Database Design </li></ul><ul><li>Planning & Design Process </li></ul><ul><ul><ul><li>Enterprise model </li></ul></ul></ul><ul><ul><ul><li>Entity relationship diagrams (ERDs) </li></ul></ul></ul><ul><ul><ul><li>Data modeling </li></ul></ul></ul><ul><ul><ul><ul><li>Develop logical framework for the physical design </li></ul></ul></ul></ul>
  62. 64. Case for Chapter 3 Sherwin-Williams & Krispy Kreme <ul><li>Solutions to this Case </li></ul><ul><li>1. What type of data did both companies need to collect? </li></ul><ul><ul><li>External data sources </li></ul></ul><ul><li>2. What was this information made up of? </li></ul><ul><ul><li>Information from the customers customers. </li></ul></ul><ul><ul><ul><li>Who were the customers of Krispy Kreme? </li></ul></ul></ul><ul><ul><ul><li>Who were the customers of Sherwin-Wms? </li></ul></ul></ul><ul><li>3. Is there a need to collect external data on other than your customers? </li></ul>
  63. 65. Case for Chapter 3 Sherwin-Williams & Krispy Kreme <ul><li>4. Why has external data in corporate data warehouses increase so much over the last few years? </li></ul><ul><li>5. It is very simple to integrate external data into your databases. ??? </li></ul><ul><li>6. Most of the external data that is available for purchase is reliable. ??? </li></ul><ul><li>7. How does S-W collect its external data ??? </li></ul><ul><li>8. How does KK collect its data ??? </li></ul>
  64. 66. Case for Chapter 3 Sherwin-Williams & Krispy Kreme <ul><li>9. Krispy Kreme used a 3 rd party to collect external data. What were some stated advantages ??? </li></ul><ul><li>10. What challenges in acquiring and using data from external sources are identified in this case? </li></ul><ul><li>11. Do you prefer either of the companys external data gathering approach ??? Why </li></ul>