A presentation by

1
A presentation by W H Inmon
2
(No Transcript)
3
The informal systems of the corporation
- unstructured data
- .doc files - .txt files - .xls files - email
4
80
20
It is estimated that less than 20 of
corporate systems are structured.
5
Some of the things found in the unstructured
environment
- memos - meetings - budgets - planning -
schedules - etc. ..
- customer complaints - customer feedback -
opinions - sales contacts - promotional
responses - legal foundation - informal
comments - reports - media mentions
6
Informal systems
Formal systems
The informal systems of the corporation are every
bit as important as the formal systems of the
corporation, but in a different way.
7
There is a gulf between the two worlds
- technology -
business practice -
organizational - historical
8
What is needed is a way to bridge the gulf.
9
Think of the possibilities!
10
Think of the possibilities!
Unstructured contact file - A list of the
contacts the corporation has had with
individuals by email and other forms of
unstructured data.
11
Unstructured contact file
There is much talk about the 360 degree view of
the customer ..
Dont the emails the customer has had with the
corporation make up an essential part of the
customer relationship?
12
Imagine this -
name address household sex age net worth
Without unstructured data
Mrs. Jones. I want to tell you about our new
line of insurance. It covers major medical
without costing a large premium.
13
Imagine this -
name address household sex age net worth
With unstructured data
Mrs. Jones. I see that you had a claim last
month that you wrote us about. Was that settled
properly? Have we been responsive? ..
14
Imagine this -
Reports and visualization show a lot.
But think how much more you could say if you you
could supplement your reports with a what they
are saying report.
I used my product for my product broke the
first time I used it I want to order more
products. I am returning the product because
it I would like to make a suggestion about
the product
15
Imagine this -
The executive hot wire alert
We just heard about the new product from our
competitor. People are starting to take a look at
it ..
16
Imagine this -
Promotion responsiveness
In April, we did a promotion. Here is the
feedback on what we did
I want to order more please take me off
your mailing list I love your new
product where can I buy the product I was
disappointed
17
Imagine this -
Unstructured reference file
I just got a phone call from Jones Hardware and
they want to sue us. Tell me what
communications we have had from Jones, when the
contact was made, and who made the
contact. And by the way I need that
information in the next ten minutes.
18
Structured data - business intelligence
Unstructured business intelligence
There is a new and exciting world of business
intelligence unstructured business intelligence
that promises to truly unleash the promises
that have been made in years past.
19
Where the unstructured data fits - as a
different kind of data warehouse
Detailed data Historical data
20
Unstructured data
Structured data
Structured and unstructured data in a data
warehouse can be tied together at either the key
or the field level.
21
Unstructured data
Structured data
Once data is structured as shown, then standard
structured transactions have no problem mixing
structured and unstructured data. And a whole new
world of processing emerges.