OBJETIVO

1
Data Warehouse
Data Warehouse - The Key to Strategic Business
Information
2
Data Warehouse - The Key to Strategic Business
Information

• DWH - Some Facts
• DWH - The Objective
• DWH - The Conceptual Model
• DWH - A Strategic Key

3
Believe it or not
In 60 of data warehouse implementations,
architecture is not a reviewed item !
Source TDWI
4
Even more amazing ..
In 70 of data warehouse projects, no cost
justification process was used or the method used
did not yield an agreed or acceptable result !!
Source TDWI
5
Yet more amazing still ..
Less than one quarter of data warehouse projects
are business-sponsored and application-driven.
Three quarters are IT-sponsored and
technology-driven.
Source TDWI
6
Not so amazing ..

• 70 of data warehouse projects fail to deliver
• 50 of data warehouse projects in Europe failed
  during design/development
• 50 of implemented data warehouses become
  dysfunctional within 2 years

Source TDWI
7
Data Warehouse - The Key to Strategic Business
Information

• DWH - Some Facts
• DWH - The Objective
• DWH - The Conceptual Model
• DWH - A Strategic Key

8
Data warehouse - Why are we doing it?

• Its a way to know better your customers !
• Find hidden information !
• Release blind data!
• Provide integration to an enterprise data!
• Empower end-users !

9

• ACQUISITION
• PROCESS

• MANAGEMENT
• PROCESS

• EXPLORATION
• PROCESS

• Cleansing
• Extraction
• Transformation
• Mapping
• Loading
• Standards

• Partitioning
• Physical Schema
• Tables
• Metadata
• Scalability
• Architecture

• QR
• OLAP
• Data Mining
• DSS Apps
• DSS/Operational
• Integration

10
Data Warehouse - The Key to Strategic Business
Information

• DWH - Some Facts
• DWH - The Objective
• DWH - The Conceptual Model
• DWH - A Strategic Key

11

• Building a Data warehouse is a complex process
  that requires planning, resources, management
  commitment and collaboration between business and
  IT.
• It also requires the right database, hardware,
  software tools, applications and professional
  services to pull il all together

12
What is Data Warehousing?

• Data warehousing is the enabling technology that
  facilitates improved business decision making. A
  data warehouse contains a wide variety of data
  that presents a coherent picture of business
  conditions at a single point in time. A data
  warehouse is informational, rather than
  operational.

13
Conceptual Model
Source of Data
Access Analysis
Handling of Data
Query Reporting
Operational data
Transformation Cleaning
External Data
14
THE CONCEPTUAL ARCHITECTURE
Data Management
Data Exploitation
Data Acquisition
THE LOGICAL ARCHITECTURE
Data Model
Extraction/ Mapping
Integrate/ Transform
Aggregate/ Summarise
Middle- ware
Query Handling
Applications
Metadata Management
Operation Administration
THE PHYSICAL ARCHITECTURE
Modeling Tool
Extraction Tool
Metadata Tool
DBMS
Middle- ware s/w
Data mart s/w
Query tool suite
Cleansing Tool
Transfomation Tool
Loading Utility
Hardware Platform
Data comms network
Data mart h/w
Application development environment
15
Data Warehouse - The Key to Strategic Business
Information

• DWH - Some Facts
• DWH - The Objective
• DWH - The Conceptual Model
• DWH - A Strategic Key

16
The next revolution of information is of
CONCEPTSThe information Age 1970 The rate of
change 1980 The structure change 1990 The
culture changeThe executives do not use the
technology because it has not provided the
information they need for their task
GETTING THE RIGHT DATA TO THE RIGHT PEOPLE AT THE
RIGHT TIME
17
Spread of Aplications

• Overwhelmingly, the data warehouse is used as an
  aggresive weapon for sales, marketing, pricing,
  and strategic planning in competitive markets

18

• Customer Segmentation by
• Product
• Value
• Demographics
• Psychographics
• Behavior
• Geography

19
Data Volumes
Level of detailed analysis (of markets)
Market
Niche
Segment
Individual
Marketing Focus
20
Financial Services

• Customer Value Analysis
• Cross Selling
• Up Selling
• Product Bundling
• Product Design
• Risk Management
• Fraud/Delinquency Detection

21
Data Mining A Definition

• The application of artificial intelligence
  technologies (neural networks, expert systems,
  fuzzy logic, rule induction) to large quantities
  of data to confirm existing insights of identify
  hidden patterns that can be used to develop
  corporate strategies in marketing, sales
  logistics planning, customer service or financial
  planning.