1. DECEMBER 2011
VOLUME 28, ISSUE 6
WWW.DAMACHICAGO.ORG
Letter from the President Mark your calendar
Ray Coffman, President, DAMA Chicago
DAMA Chicago Meeting
I am returning to work after a Thanksgiving
weekend that has left me thankful and full. I Wednesday,
made four stops on Thanksgiving Day. First, I December 14th, 2011
visited my cousin’s family in Hammond, Indiana Sears Holdings,
and left with some home-made sweet-potato pie; Hoffman Estates, IL
Sally is 74 and taught her daughter, Linda, the Details on Page 2 & 3
family recipe -- yummy. Next, my friends Borris & Location map on Page 4
Marla in Calumet City had a fabulous potluck
spread that included so many good dishes Pre-register for
prepared by family and friends that I couldn’t even have a taste of December Meeting by
everything. However, I did leave with a few full Tupperware Friday, December 9th
containers. Then I made a stop by sisters and old friends, Evelyn & Susan.Earley@searshc.com
Reene. Reene’s son makes the best gumbo; naturally, I took some to
go. And, a final stopped by my friend Max’s who had guests from
out of town -- just to hang-out. I didn’t leave with another ‘care- Renew your DAMA
package’ but did drop off a cake that I baked. membership today
Actually, I dropped off a cake or two at each place I visited. Individual - $50
Wednesday I baked eight cakes - four carrot cakes with orange glaze Corporate - $200
and four lemon-orange 7UP-cakes. Baking is one of my hobbies. Membership benefits on
Holidays are about sharing time, food and good conversation with Page 8
family and friends; and, showing others that you care. I finished my
weekend full, thankful and grateful.
INSIDE THIS ISSUE
As this year draws to a close, DAMA Chicago and its board and
membership have a need for you to share and show your gratitude 2011 DAMA Chicago
and support. If you would be interested in sitting on the board, Meetings.....................Page 2
please, contact me at President@damachicago.org; let me know December 14th Meeting
your areas of expertise and I will forward your information about Details.........................Page 3
open-board positions. Secondly, if your organization would be
Meeting Location
willing to host one of our 2012 meetings or you would be willing to
Maps...........................Page 4
present at an upcoming meeting; please, send a note to Cathy Nolan
vpprograms@damachicago.org with the name of your organization DGP Credential........Page 5
and/or topic and other contact information. Steve Jobs - An
As with Thanksgiving dinner, DAMA Chicago and the knowledge Influence....................Page 6
we share will only remain as ‘tasty’ as the dishes we each bring to EDW 2012..................Page 6
the table. Please, step up and support DAMA Chicago and your
Upcoming
organization’s continued success.
Conferences...............Page 7
Hope to see you at our December meeting at Sears Holdings! About DAMA
Ray Coffman Chicago......................Page 8
! PAGE 1

2. DECEMBER 2011
VOLUME 28, ISSUE 6
WWW.DAMACHICAGO.ORG
2011 DAMA CHICAGO MEETINGS
AGENDA
DAMA Chicago Chapter Meeting
8:30 a.m. Refreshments
Wednesday, December 14th, 2011 9:00 a.m. Hadoop, An Overview for Big Data
8:30 A.M. to 3:00 P.M. - Dr. Philip Shelley
LOCATION 9:45 a.m. Business Meeting
Sears Holdings Corporation 10:00 a.m. Business Data Strategy Mapping
- Ken Kring
3333 Beverly Road
12:15 p.m. Lunch
Hoffman Estates, IL 60179
1:30 p.m. Modeling Event Driven Data in a
Phone: (847) 286-2500 Data Warehouse - Lucy Hubrich
Pre-register by Friday, Dec. 9th 2:45 p.m. Door Prize Drawings
Susan.Earley@searshc.com 3:00 p.m. Adjournment
MORE EVENTS IN 2011/2012
DATE LOCATION TOPIC & PRESENTER
Wednesday Nielsen Data Warehousing - Laura Reeves
February 15th, 2012 150 Martingale Road TBD
Schaumburg, IL
Wednesday TBD TBD
April 18th, 2012
April 29th to Omni Hotel at CNN Enterprise Data World 2012
May 3rd Center Annual gathering of DAMA members world wide. 5 full
100 CNN Center days of workshops, tutorials, case studies, and discussions -
Atlanta, GA 200 hours of powerful, vendor-neutral content covering the
entire range of data management topics.
Featured Presentation in February 2012
Laura L. Reeves, coauthor of The Data Warehouse Lifecycle Toolkit and The Manager’s Guide to Data Warehousing
will be the guest speaker at the February 15 meeting of DAMA Chicago at Nielsen in Schaumburg. Laura has over 23
years of experience in end-to-end data warehouse development, focused on developing comprehensive project plans,
collecting business requirements, designing business dimensional models and database schemas, and creating
enterprise data warehouse strategies and data architectures.
The Manager’s Guide to Data Warehousing provides a solid introduction to the fundamentals of data warehousing.
The author details each step of a data warehouse project, and provides a clear explanation of what's involved in
efficiently building a data warehouse and what must be done to deliver the data. You'll examine the business
management of a data warehouse and discover essential methods for cultivating a strong partnership between the
business and IT elements of your organization.
KAREN LOPEZ’S PRESENTATION FROM OCTOBER, 2011 IS NOW AVAILABLE ONLINE
http://blog.infoadvisors.com/index.php/2011/11/10/handouts-from-my-dama-speaking-tour/
! PAGE 2

3. DECEMBER 2011
VOLUME 28, ISSUE 6
WWW.DAMACHICAGO.ORG
DECEMBER 14TH, 2011 DAMA CHICAGO MEETING Pre-register by Friday, Dec. 9th
Morning Presentations Susan.Earley@searshc.com
Hadoop, An Overview for Big Data
- Dr. Philip She#ey, CTO, Sears Holdings Corporation
Synopsis About Philip Shelley
Hadoop is a technology stack that has gained momentum over Dr. Shelley has a PhD in bio-medical
the past 24 months to a point of general adoption in some engineering, having worked in the UK,
progressive larger Enterprises. Hadoop is a departure from Germany and USA, he has led Research and
traditional relational databases, with radically different Development, Quality and IT organizations and
approaches to infrastructure, data modeling, data storage, data held positions in various technical and business
formatting, queries and use-cases. Hadoop should not be leadership roles including CIO. As Chief
compared to these traditional approaches to BI, but rather Technology Officer at Sears Holdings, Phil is
thought of as a toolset to unleash the massive potential to leading Sears Holdings IT Operations and is
explore data in ways that have been previously impossible. With focusing on Innovation and the modernization
Hadoop, storage is orders of magnitude cheaper, large batch of IT across the company. Phil is active in the
queries run many times faster and parallel processing is enabled migration of workload off mainframes, large-
automatically; at the same time other things we traditionally do scale private open-source cloud computing,
in a data warehouse are impossible: These concepts will be Hadoop for Big-Data BI and infrastructure
explained. Getting started with Hadoop is not trivial however; modernization, helping Sears Holdings be an
there are approaches and services that will be discussed that are ever stronger real-time digital enterprise. Phil is
making Hadoop a powerful solution for medium and larger co-chair of the cloud computing chapter of the
companies. IAOP.
Business Data Strategy Mapping
- Ken Kring, Director of Product Development,
Sears Holdings Corporation
About Ken Kring Synopsis
At a young age, Ken understood that he was surrounded by The DAMA Business Data Strategy Mapping
hundreds of business models everyday. The fast food place for presentation is designed to lay the flow of
lunch, the clothing store, electronics store, the car insurance agency, business transparent, accessible, intuitive.
etc. all had business models. Ken wanted to fundamentally Participants will be able to see how business
understand how these business models worked, so he could more flows from potential to profitability (and the
proactively control and shape his future and feel like less of a victim points in between). And along the way,
that could only react to shifting business forces he didn’t understand. better understand how marketing, finance
and operations fit together to drive value for
Ken went to DePaul University for his BS in Management. After
both customers and the company.
working for some time, he went on to earn his MBA from Kellogg
School of Management, majoring in Marketing, Finance and This transparency makes it easier to
Management & Strategy. determine what data is important in driving
Ken has worked in: telecom, publishing, consulting (labor relations the business . Thus making data more
and organizational development), health care management, financial actionable and results oriented. In doing
services management, advertising, and retail management. this, some Data Management Professionals
have said that they now feel less like “report
Ken is now working on getting fundamental business modeling order takers” and more like “intellectual
taught in high schools. In this way high school graduates will be consultants”. They are viewed by others as
better able to proactively shape their futures, as opposed to only key contributors, that are invited into
being able to react to forces they do not fully understand. important business initiatives earlier.
IS YOUR ORGANIZATION WILLING TO HOST A DAMA CHICAGO MEETING?
Please email vpprogams@damachicago.org
! PAGE 3

4. DECEMBER 2011
VOLUME 28, ISSUE 6
WWW.DAMACHICAGO.ORG
DIRECTIONS TO THE DECEMBER 14TH, 2011 DAMA CHICAGO MEETING
3333 Beverly Road
Hoffman Estates, IL 60179
Phone: (847) 286-2500
Sears Holdings is located just west of the intersection of Rt. 59 & I-90, on the north side of I-90
Directions from South-East
Take I-294 to I-290 West. (I-290 becomes Rt.
53 North appr. 25 miles out of the Loop.)
Follow Rt. 53 North. Exit on I-90 West. Stay
on I-90 West to the exit of Beverly Road and
proceed North (right). Sears Holdings’
entrance is on the right. Follow signs to
visitor parking.
Directions from South-West
Take I-355 to I-290 West. (I-290 becomes Rt.
53 North appr. 25 miles out of the Loop.)
Follow Rt. 53 North. Exit on I-90 West. Stay
on I-90 West to the exit of Beverly Road and
proceed North (right). Sears Holdings’
entrance is on the right. Follow signs to
visitor parking.
Directions from the Loop or O'Hare Airport
Take I-90/I-94 West and stay on I-90 West
toward Rockford. Exit at Beverly Road and
proceed North (right). Sears Holdings’
entrance is on the right. Follow signs to
visitor parking.
Directions from the West of Route 59
Take I-90 East to Route 59 (first exit after
Pre-register by Friday, Dec. 9th Route 25). Exit and proceed North to Route
Susan.Earley@searshc.com 72 (Higgins Road). Proceed West (left) to
Beverly Road. Proceed South (left). Sears
Holdings’ entrance is on the left. Follow signs
to visitor parking.
! PAGE 4

5. DECEMBER 2011
VOLUME 28, ISSUE 6
WWW.DAMACHICAGO.ORG
DATA GOVERNANCE PROFESSIONAL (DGP) CREDENTIAL
Introduction
The Data Governance Professional (DGP) credential is awarded to those who qualify based on a
combination of criteria including education, experience and test-based examination of professional level
knowledge of data governance and stewardship. This credential is offered at the Mastery or Practitioner
level. To maintain certified status and continued use of the credential, an annual recertification fee along
with a 3-year cycle of continuing education and professional activity is required.
The Data Management Association International (DAMA) authorizes the Data Governance Professional
credential in partnership with the Institute for Certification of Computing Professionals (ICCP), which
administers testing and recertification. This document outlines the requirements for obtaining the DGP.
DGP Application Form
SCORE CREDENTIAL EARNED
Pass DGS exam at 50% or higher DGP Practitioner Certificate
Pass DGP exam at 70% or higher DGP Mastery Certificate
Additional DGP Credential Criteria
The following criteria must also be met in order to qualify for the DGP:
DGP PRACTITIONER DGP MASTERY
CERTIFICATE CERTIFICATE
# Hours Data Governance & 1400 1400
Stewardship Professional Work
Experience
Education Requirement Bachelors or Masters Bachelors or Masters
Recertification Required Yes Yes
Continuing Professional Education/ 120 hours every 3-year cycle 120 hours every 3-year cycle
Activity Required
ICCP Code of Ethics Yes Yes
Exam outline is available at http://iccp.org/certification/exams/outlines
More information at DAMA International’s website: http://dama.org/i4a/pages/index.cfm?ageid=3714
DID YOU KNOW?
DAMA members get discounts on conferences from Debtech, IRM UK, TDWI and Wilshire Conferences.
NEW MEMBERSHIP BENEFIT - ELEARNINGCURVE DISCOUNT
eLearningCurve offers online education and certification in many information management disciplines
including information management foundations, data quality, data governance, data stewardship, MDM,
business intelligence, and data modeling & metadata management.
DAMA Members can receive 10% off on any online course
! PAGE 5

6. DECEMBER 2011
VOLUME 28, ISSUE 6
WWW.DAMACHICAGO.ORG
FROM LATHA NAIR, VP MARKETING, DAMA CHICAGO CHAPTER
Steve Jobs - An Influence
I can’t claim to be an ardent fan but the passing of Steve Jobs brought a lump to my throat.
Two years ago I was struggling. I had meandered for a decade through IT from developer to team
lead to business intelligence. At every step of the way, there was a frustrating drone of end-users
changing their minds. I kept lurching to catch up with their ever-morphing demands. I started
to suspect that I was not cut out for IT.
Then I read Jobs’ words: “...people don’t know what they want until you show it to them.”
The idea was shockingly simple and thrilling. It changed the way I dealt with the "customer." I
stopped trying to gauge the “wants”; instead I started to leap towards the "goals", endeavoring for
solutions that had not been imagined. In doing so, I transformed myself. A year later I struck out
on my own to follow my instincts, cognizant of my inner voice, driven by curiosity.
With gratitude to a visionary who was famously flavored by arrogance, stubbornness, confidence,
and creativity (aren’t we all like that!),
Latha Nair
P. S. - This newsletter was created on a MacBook Pro
http://edw2012.wilshireconferences.com/
Enterprise Data World, formerly the DAMA International Symposium & Wilshire Meta-Data
Conference, is the business world’s most comprehensive educational event about data and
information management. This year’s program presents a full five days of eye-opening sessions,
keynotes, workshops, tutorials, case studies, and discussions—200 hours of powerful content, all
presented in a vendor-neutral environment and covering the entire range of data management
topics.
For Senior IT Executives, Modelers and Architects – those charged with mastering corporate data
and unlocking the potential of the data at hand – Enterprise Data World is an unprecedented
educational opportunity designed exclusively to help you harness the power of your data.
! PAGE 6

7. DECEMBER 2011
VOLUME 28, ISSUE 6
WWW.DAMACHICAGO.ORG
UPCOMING CONFERENCES
A Data Strategy for The Enterprise
February 12-17th, 2012, Las Vegas, NV
http://events.tdwi.org/events/las-vegas-world-conference-2012/home.aspx
Predictive Analytics World
March 4-10th, 2012
San Francisco, CA
http://
www.predictiveanalyticsworld.
com/sanfrancisco/2012/
April 4-5th, 2012, Los Angeles, CA
http://www.gartner.com/technology/summits/na/master-data-management/
Two co-located conferences
April 23-25th, 2012
London, UK
http://www.irmuk.co.uk/
dg2012/
VISIT DAMA INTERNATIONAL WEBSITE FOR MEMBER DISCOUNTS - WWW.DAMA.ORG
’S
! PAGE 7

8. DECEMBER 2011
VOLUME 28, ISSUE 6
WWW.DAMACHICAGO.ORG
ABOUT DAMA CHICAGO Officers
DAMA Chicago was founded in the Fall of 1986 with the first meeting in Chapter President
December of that year. DAMA Chicago holds six bimonthly meetings Ray Coffman
annually on topics pursuant to DAMA’s goals. These meetings include Treasurer
informal round-table discussions, featured presenters, invaluable sharing Susan Earley
through association with professionals in our field, two Special Interest Secretary
Groups, and much more. The Chicago Chapter has attained broad appeal in Olena Dikina
the Midwest as a resource for Information Resource Management.
Co-Secretary
Alan D. Arico
PURPOSE
VP Membership
The Data Management International (DAMA), Chicago Chapter is a non- John Grage
profit, vendor independent professional organization dedicated to the
AVP Membership
advancement of data asset management concepts. DAMA Chicago's mission vacant
is to engage in activities that promote data asset management concepts and to
VP Programs
broaden the skills of professionals who work in this field.
Cathy Nolan
GOALS AVP Programs
Lucy Hubrich
• To promote and develop data asset management concepts and practices.
Librarian
• To be a focal point for issues relating to data asset management practices. Michael Ryan
• To further the professional development of data asset management VP Conference
professionals. Management
Michael Miller
• To enhance Corporate Management’s understanding of how data asset
management affects the bottom line. VP Online Services
Jeff Ridge
AVP Online Services
MEMBERSHIP BENEFITS vacant
• Bi-monthly meetings Come VP Marketing
• Member Newsletter join us Latha Nair
• Information Exchange Forums and Special Interest Groups for a Information Exchange
Coordinator
• Heavily discounted training targeted to the DM Professional meeting Mike Smilg
• Lending Library of top DRM books and DAMA International
Liaison
• Corporate discount on dues see for Cathy Nolan
• Annual member directory yourself Past President
• Automatic membership in DAMA International Jeff Lawyer
Join our LinkedIn Group at www.LinkedIn.com. Keep up-to-date with DAMA
happenings between published newsletters by joining our group.
You can start or join in a discussion, make announcements of interest to other
DAMA Chicago members, post jobs, let other members know of other professional meetings or classes
in the area, or just keep informed. This is an easy way to network with your peers so join today!!
GIVE US YOUR FEEDBACK
Please forward any questions, comments, or ideas regarding this newsletter to vpmarketing@damachicago.org
! PAGE 8