Post on 26-Dec-2015
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Managing Corporate Information Resources
Chapter 7Information Systems
Management in Practice
8th Edition
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© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 7
Identifies problems in managing data and surveys evolution of DBMS
Explores various types of information that companies need to manage
Provides guidelines to management of knowledge (key organizational asset) Harbinger to Chapter 14
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Today’s Lecture
Introduction Managing Data
The Three-Level Database Model Four Data Models Getting Corporate Data into Shape Enterprise Resource Planning (ERP)
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Today’s Lecture cont’d
Managing Information Four Types of Information Data Warehouses Document Management Content Management Managing Blogs
Conclusion
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Introduction
IS continually manages new forms of information resources Corporate databases Documents (electronic or paper) and Web content Knowledge management
Data—Information—Knowledge
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Managing Data
Data management Structured way data is represented, stored and
retrieved for use. Database management systems (DBMS) are
the main tool for managing corporate data Two principles of DBMS
Three-level conceptual model Several alternative data models for organizing the
data
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The Three-Level Database Model
Level 1: External, conceptual or local level Various “user views” of corporate data Each application program has own view
Level 2: Logical or enterprise data level “Technical” (human) view of all corporate data Controlled by database administrators
Level 3: Physical or storage level Specifies the way data is physically stored For use by database administrators
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The Three-Level Database Model cont’d
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Four Data Models
Alternative ways of defining relationships among types of data
1. Hierarchical Model Structures data so that each element is
subordinate to another in a distinct hierarchical manner
e.g., Parent-child relationship
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Four Data Models cont’d
2. Network Model Allows each data item to have more than one parent
Relationships stated by pointers stored with the data
3. Relational Model Data stored in tables (intuitive for users)
“Key” uniquely defines each record “Tuple-calculus” operations
Commands such as Select, Join, Match, etc. Data normalization (optimization) Not as efficient as hierarchical but more flexible
Database technology of choice (e.g., SQL, MS Access)
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Four Data Models cont’d
4. Object-Oriented Database Model Extension of concept of data to objects:
Piece of data Methods that can perform work on data Attributes describing the data Relationships between objects
Objects can be used to store any type of data e.g., spreadsheet, video clip, photograph, music
segment Object database
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Four Data Models
Object-oriented models retain traditional DBMS features including End-user tools High-level query languages Concurrency control Recovery Ability to handle huge amounts of data
Addition of two major concepts Object management Knowledge management
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Four Data Models cont’d
Object-oriented models outperform relational systems for certain types of database manipulation Scientific and engineering applications
Corporations slow to adopt due to legacy systems Tenets of objects have increasingly become
important in world of computing E.g., Web Services because XML modules utilize
object principles
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Getting Corporate Data into Shape
1. Inconsistent Data Definitions Data definitions incompatible at many levels
Application, department, site, division System designers sought data from cheapest and/or
politically expedient source to get systems up and running quickly
Organizations end up with different files Different names for same data Same name for different data
Management cannot get data consistency across the enterprise to make data-driven decisions
Products, markets, control structure
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Getting Corporate Data into Shape cont’d
2. Proliferation of heterogeneous database DBMSs used to meet a variety of specific tasks
in many organizations Small databases in hundreds or thousands of
microcomputers (PCs) across the organizations Independent applications, different data structures,
naming conventions, administrative procedures Difficult for IS to manage corporate data
seamlessly. Imagine data management for inter-
organizational or global systems
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Getting Corporate Data into Shape cont’d
3. Data availability, integrity and security Availability
How to get the terabytes of data at the right place and right time?
Integrity Data should be entered correctly once in the system
Security Data protection is a top concern in organizations
today
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Getting Corporate Data into Shape cont’d
Role of Data Administration Administering databases and software that
manages them to provide accurate and timely information to users
Determining what data is being used outside of originating organizational unit boundaries Definition and format must be standardized “Data dictionary” used as main tool
Data elements definition, schema, database structures, usernames, roles and privileges
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Enterprise Resource Planning
ERP provides the means to consolidate data to give management a corporate-wide view of operations
An important prerequisite to installing an ERP system is data consistency Data definitions cleaned up Shared data controlled Data distribution managed Data quality maintained
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Managing Information
Once enterprises get their data into shape, that data can more easily be turned into information
“Information is power” Managing information is a critical activity
Technology = infrastructure Asset = information that runs on that infrastructure
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Managing Information cont’d
Four Types of Information Internal record-based information—original focus
of IS and most used in organizations Found in databases
Internal document-based information Reports, emails, proposals
External record-based information Acquisition from external databases
External document-based information World-Wide-Web
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Managing Information cont’d
Record-based information was IS focus Easy to generate and manage
Little attention to document-based information Difficult to manipulate
Intranets and Internet (html) changed this Documents integral part of information now
IS is involved in all four areas of information today
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Data Warehouses
Data warehouse: Stores data used to make decisions Obtained periodically from transaction databases Snapshot of situation at specific time Different from operational databases
Customer data is most common type of data housed Corporate use transcends reporting internal data
to business intelligence today
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Data Warehouses cont’d
Metadata The part of the warehouse that defines the data
Explains meaning of each data element and sets standards e.g. to reconcile data from legacy systems
Quality data The cleaning process to adhere to metadata standards
The older the data the more suspect its quality Datamart
A subset of data pulled off the warehouse for a specific group of users Faster search time and lower costs
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Data Warehouses cont’d
Five steps in a data warehousing project:1. Define the business uses of the data
2. Create the data model for the warehouse
3. Cleanse the data
4. Select the user tools
5. Monitor usage and system performance
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Data Warehouses cont’d
Data warehouses are seen as strategic assets that can yield business intelligence customer behavior, internal operations, product
mixes, etc. Again, getting corporate data into shape is a
key prerequisite e.g., reconciling data from legacy systems
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Owens & Minor
Case Example: Data Warehousing O&M—a medical and surgical supplier Illustrates how O&M is innovatively using its data to
achieve competitive advantage ERP Data warehousing Web
O&M employs these technologies to provide internal use of data (decision support) and also revenue-generating services to customers and suppliers
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Owens & Minor cont’d
Implemented ERP to automate order forecasting Improved inventory turns, lowered ordering rates Improved customer service
Provided customers and suppliers access to its data warehouse (inventory data) through “Wisdom” (Web medium) Predefined queries Interactive system (customers add external data) Mobile Web Services
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Owens & Minor
“Wisdom” was the first e-business intelligence application in the industry
O&M’s role as an industry “infomediary” important and gave it a competitive edge Strengthened relationships with partners,
suppliers, customers Enticed new customers and created switching
costs Generated new source of revenue
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Document Management
Documents more pervasive and fundamental than anything else in an organization. Paper still plays a major role in most enterprises Need to move seamlessly between digital and
print Electronic document management (EDM)
uses new technologies for document management to produce significant impacts Business process redesign Quality improvement
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Document Management cont’d
Improve the publishing process Traditional process has inefficiencies
Infrequent long print runs require storing documents which become obsolete between runs
60% of total cost of delivering these documents in storage and transportation
EDM enables major restructuring of publishing and distribution process of print documents Electronic storage Mass distribution (over time/space) and print when needed
EDM minimizes obsolescence, physical warehouse costs and delivery time
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Document Management cont’d
Supporting communication among people and groups The value of documents is that they transfer
information across time and space Internet can help but people often still rely on print
documents EDM can be used to facilitate such
communications among people and groups Tapiola case study illustrates how
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Tapiola Insurance Group
Case Example: Supporting communications among people and groups
Tapiola Group offered 150 types of insurance policies with 300 different policy forms All preprinted by outside print company Reprinting new forms often took weeks
Potential loss of revenue Investigate alternate ways for document publishing
Reduce costs Provide new ways of marketing insurance products Make Tapiola “the most personal insurance company in
Finland”
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Tapiola Insurance Group cont’d
Centralized Solution Reduced 300 preprinted forms to 4 standard-sized forms Used plain paper printers from Xerox to generate forms
Xerox electronic document processing products enables text, data, image and graphics in documents
Decentralized Expansion Moved much of printing of customer correspondence to
their 62 branch offices to improve customer service through better communication with customers and partners Mix of host computing with local EDM applications Fast banking system (collaboration with Finnish banks)
Mission accomplished
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Document Management cont’d
Supporting organizational processes Documents still the vehicle for accomplishing most
organizational processes Use of technology to support processes generates
significant business value (transaction) Reducing physical space Faster routing Managing and tracking work flow and load
Use of technology to improve management processes Decision support Problem solving Control
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Tennessee Valley Authority
Case Example: Supporting Organizational Processes
Largest supplier of power in U.S. Revamped maintenance management system
System relies on documents such as manuals, drawings and instructions that are regulated by government
Analyzed and charted existing work processes to determine where improvements were most needed
Discerned that document workflow was inextricably linked to work orders and therefore key to significant improvements
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Tennessee Valley Authority cont’d
Revamped maintenance management Collapsed all disparate systems into two main integrated
electronic systems Maintenance work orders Procedural management documents
Redesigned entire process Data diagramming techniques to map out workflow Testing retrieval times, routing efficiencies, transmission rates
Work orders generated electronically and then routed for approval with most current drawings and procedures Workers can easily access documentation on equipment
parts, records and instructions etc. Enables work efficiency and planning for future
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Tennessee Valley Authority cont’d
New system an overall success Productivity and efficiency increases (errors) Significant cost reductions (labor) and cycle time
savings Work operations made transparent to public
Team underestimated change management effort
Improved document management system contributed to knowledge management
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Content Management
Corporate intranets (Web content) now replace print documents Necessary to support scale of e-business
operations Automation of content
Computer-readable and interchangeable format e.g., XML
Content is no longer static, but interactive
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Content Management cont’d
To create a content management strategy, companies need to understand the three phases of content
1. Managing content creation and acquisition
2. Content administration and safeguarding
3. Content deployment and presentation
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Content Management cont’d
1. Managing content creation and acquisition Focus on creating content quality
Content can be purchased from external specialists syndicated content
Decentralized organizational structure for content creation and maintenance to content-expert employees is best approach
Central direction for dispersed experts however required
Standardized organization-wide formats to integrate content into overall workflow also needed
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Content Management cont’d
Source: Adapted from Chuck, Tueber, Dealing in Web Currency, Gartner EXP, 56 Top Gallant, Stamford, CT, June 2001.
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Content Management cont’d2. Content Administration and Safeguarding
Efficiency is key in this phase Content management tools can be used to
identify types of content and the business rules that apply to each type
Content administration should be centralized Organizational workflow
How content fits into overall organization process Content approval
e.g., foreign language translation
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Content Management cont’d
3. Content Deployment and Presentation Effectiveness is the emphasis in this phase—
maximize effect of Web content presentation Attract visitors and gain desired outcomes
Easy site navigation, pertinent and accurate information This phase is crucial to success of e-commerce
effort and so Web site design should start here Most Web sites today require certain features to
attract and retain visitors Personalization Localization
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Content Management cont’d
Selecting Web Content Management tools Wide range of COTS available today Some important selection criteria
Digital asset management Information rights management Ability to handle full range of digital content types Versioning Workflow and approval routing Web publishing platform
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Eastman Chemical Company
Case Example: Content Management Redesigned Web site in 1999
Goal to become more customer-oriented and launch e-commerce initiative Outside-in view (process starts from customer markets)
Upgraded content management software for seamless process to Create pre-approved templates for employees to use
(distributed), and Forward content pages for approval (centralized)
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Eastman Chemical Company cont’d
Benefits of site redesign Web traffic growth far greater than expected
Overall traffic tripled 50 percent outside of U.S. 70 percent in market sectors where Eastman sells its
products Customers report that online availability of
technical data significantly improved their internal decision-making processes
Eastman now working on globalizing and personalizing the site even further
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Managing Blogs
Blog = Web log Originally intended as personal electronic journal Increasingly used in lieu of traditional Web site today
Competes with mainstream media Opportunities and challenges for organizations
posed by this immediate form of publishing and communication Used for crisis management, knowledge management Information security
Careless or deliberate leak of confidential information Company reputation vulnerable
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Groove Networks
Company views personal Web sites and blogs positively
Established employee guidelines for personal Website and blogs however Clarify to readers that personal views expressed are
separate from those of the company Take care not to disclose confidential information Generally, exercise good discretion and be respectful to
Company Employees Customers
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Conclusion IS job of managing information resources is
widening significantly Get corporate data in shape Create and build infrastructure to manage full
spectrum of information types Internet provides an easily accessible place to
store and retrieve information ad hoc. Issues include, but are not limited to: Information glut Security
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© 2009 Pearson Education, Inc. Publishing as Prentice Hall
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