What Do You Think of

When You Hear the

Words
“Data Warehouse”?
 Conceptual DW Definition

Data warehousing is a program dedicated to the

delivery of information which advances decision
making, improves business practices, and empowers
workers.
 Basic Data Warehousing Topics
™The four building blocks
™DW definition
™DW usage & benefits
™DW Vs. The non-integrated DSS
™Performance measures
DATA WAREHOUSING p le
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Building Blocks and the P
Knowledge Management
Framework
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 Typical Business Uses of the Data Warehouse

Target Profitability
Advertising Analysis
campaigns Market Basket
Management
Reporting Analysis

Predict Customer Strategic Customer

Behavior Initiatives Acquisition and
Business Retention
Determine Processes
Customer Functions Product
Lifetime Value Pricing

Human Resources Category Just-in-Time Cross-selling

Management Management Inventory and upgrade
selling
Benefits of the Data Warehouse Program

Improves the way we do business and the bottom line

Performance Decision Market Competitive

Analysis Making Response advantage

Revenue Stimulation & Revenue Protection

Cost Reduction and Cost Avoidance
Productivity Improvement
Profitability Enhancement
Schematic of Non-integrated Decision Support Architecture

DSSs,Report writers,
Inventory System
Excel, databases, etc.
Budgeting
Order System

Analysis
Procurement
System Sales Forecasting

Accounting
System
Data Feeds
Schematic of Enterprise Data Warehouse Architecture

Subject oriented Data

Inventory Warehouses or Data Marts
System

Order System
Enterprise
DW/ODS
Procurement
System

Fewer Data Feeds One Stop

Accounting
Data Shopping
System
 Performance Measures Definition and Examples

Carefully
Carefully selected
selected set
set of
of
measures
measures derived
derived from
from
strategies,
strategies, goals
goals and
and
objectives
objectives that
that represents
represents aa
tool
tool to
to communicating
communicating
Customer
Customer Financial
Financial
strategic
strategic direction
direction to
to the
the Measures
Measures Measures
Measures
organization
organization for
for motivating
motivating
¾% Sales of New Products ¾Market Share
change.
change.
¾Customers Acquired ¾ROI and ROA
¾Customer Satisfaction ¾Revenue Growth

Internal
Internal Innovatio
Innovatio
These
These form
form the
the basis
basis to
to plan,
plan, Process
Process n
n&&
budget,
budget, structure
structure the
the Measures
Measures Learning
Learning
organization
organization and
and to
to control
control Measures
Measures
results.
results.
¾Product Time to Market ¾New Product Introduction
¾Unit Manufacturing Cost ¾Management Skills
¾Days Supply to inventory ¾Employee Turnover
 What’s Different About Data Warehousing?

Performance Measurement

“Never Ending Project”

1
Technology/Tools Selection 2
Dimensional Modeling
Data Acquisition/ 3
Transformation
4

5
 What Are the Differences?

Data access, manipulation and use

OLTP DW
™ Data Entry ™ Data Query
™ Bulk data oriented
™ Transaction Oriented
™ Spiked, uneven use
™ Consistent use patterns patterns
™ Data retrievals are ™ Queries are unpredictable,
lookups of single they change continuously
records ™ Data retrievals are
™ Users deal with one summary and sorts of
record at a time millions of records
™ Performance is critical ™ Performance is relaxed
(sec/min)
™ Reporting is generally
™ Reporting is primary
table lists
activity (on line, presented
in small chunks)
 What Are the Differences?
Data organization and integration

OLTP DW

™ Organized around ™ Organized around subject

applications areas
™ Unintegrated data ™ Integrated data
™ Different key structures ™ Standardized key
™ Different naming structures
conventions ™ Standardized naming
conventions
™ Different file formats
™ Standardized file formats
 What Are the Differences?
Time handling

OLTP DW

™ No time series ™ Time series analysis

analysis ™ Data is static over time
™ Data relationships ™ Series of data snapshots
constantly change ™ Snapshots create historical
database, often greater than
™ Changes are two years
instantaneous
™ Limited history, 60-90
days

Quiet Database
Twinkling Database
 What Are the Differences?
Usage Examples

OLTP DW

™ Place an order for a product ™ What type of customers are ordering

this product?
™ Look up price for a product
™ Who are my top 10% accounts? By
™ Apply discount name, by revenue, by profitability, by
™ Assign shipper region?
™ Trigger inventory pick-list ™ What have been the product purchase
™ Verify shipment of product patterns over the past three years?
™ Create invoice for the product ™ How are these different by customer
™ Apply credit to sales representative segments? By sales rep? By store?
™ Which shippers have the best on time
delivery records ?
™ How does this vary by shipment size?
By season of year?
Essential to running the company
Essential to watching the
company
 What Are the Differences?
OLTP DW
Data Structure or Schema
™ Drives out all data redundancy ™ Data redundancy is encouraged
ƒ Improves performance ƒ Improves table browsing
™ Divides data into many discrete ™ Subject area oriented. Groups data into
entities categories of business measure and
™ Tables are symmetrical characteristics
ƒ Can’t tell most important, largest, ™ Tables are symmetrical
which hold measures, which are ƒ Large dominant tables
static descriptors ™ Clearly defined connection paths for
™ Lots of connection paths between table joins
tables ™ Simple for users to understand and
ƒ prefers to use tables individually or navigate
in pairs
™ Too complex for users to understand
Basic Data Warehousing Topics

•The Four Building Blocks

•Dimensional Modeling
•DW Definition
•Technical Infrastructure
•DW Usage and Benefits
•Knowledge Mgmt. Architecture
•DW Vs. the non-integrated
•IT and Business Perspectives
DSS environment
•DW Methodology
•Performance Measures
Dimensional Data Modeling

Dimensional Data Modeling techniques organize

the content of the data warehouse. It structures
the data according to the way users ask business
questions.
 The Technical Infrastructure

A technical infrastructure provides the physical

framework to support data acquisition, storage, access,
and data management. It involves development and
integration of hardware and software components.
 Knowledge Management Architecture

Metadata

Source Data Extract ODS Transform Data Warehouse Applications

Custom
Invoicing Purchasing Developed
Systems Data
Marketing Applications
Purchasing Extraction Translate
and Segmented Data Mining
Systems
Integration Sales
General Attribute Data Statistical
Corporate
Ledger and Subsets Packages
information
Other Cleansing Calculate
Product Query
Internal Line Access
Systems Derive
Processes Tools
External Data Location
Summarize Summarized
Sources Data
Marts
Synchronize Data
Data Resource Management And Quality Assurance.
Bringing Together The Business and The IT Perspective

Business Information
Technology

Data
Warehouse

What will it do? How is it built?

What value will it bring? How does it work?
The Business Perspective of the Data Warehouse

Focuses on needs and usage

¾ It takes forever to get the information I need to do my
job
¾ When I do get it, it’s wrong
¾ We have mountains of data, but I can’t figure out
what’s important
¾ It takes so long to get the data that I don’t have any
time left over to analyze it
¾ I want it to be easy. Just let me point and click my way
to an answer
¾ I want to see my data in every possible combination
¾ Data is scattered everywhere across our organization.
Where do I look ?
¾ I want a historical view of the business
¾ I want to predict the future
The IT Perspective of the Data Warehouse

Focuses on database, technology, organizational features

¾ Organizes and stores data by subject area rather than

application
¾ Extracts and integrates data from multiple source
systems into a single database
¾ Provides data cleansing, summarization, and calculation
¾ User does not create, update, or delete data
¾ Provides snapshots of data over periods of time
¾ Supports analytical processing, not transactional
processing
¾ Builds a technology infrastructure to support data
acquisition, data storage, data access, and metadata
capture
 DW Methodology
The methodology provides a detailed
roadmap to organize and perform the
tasks required in building the data
warehouse
Data Warehouse System Development Life Cycle

ANALYS DESIGN CONSTRUC- IMPLEMEN-

IS TION TATION

Business Architecture

Data Architecture
PLANNING MANAGING
Technology Architecture

Management Infrastructure
Data Warehousing Methodology

DataData
Warehouse Developm
Warehousing ent Life Cycle
Methodology
Analysis Design Construction Implementation

J
User Documentation

K
Training

N
Data Trans-
formation
D System
Process Design
Definitions S
O Data Transformation
Presentation Systems Construction
System
Design
T
A E P Presentation W X
Project Data Data System Construction System Post-
Start-up Definition Design Implementation Implementation
and Review
C Project Close
Knowledge
Management U
B Environment F Q System and Integration Testing
Data Assessment Technology Technology
Warehousing Definition Design
Project
Abstract

G
Change Integration

I
Prototyping

L
Acceptance Testing

M
Transition Support and Migration

H R V
Analysis Design Construction
Checkpoint Checkpoint Checkpoint

Project Management Cross-Life Cycle Phases Formal Approval Points

DW Methodology Uses SMM Development Techniques

Business drivers and performance measures

But applies them differently
Dimensional data modeling

Data acquisition & transformation

Technology infrastructure

Data Iterative & rapid development

DataWarehouse
Warehouse
Development
Development End user involvement is discovery oriented
Themes
Themes
Planning the Data
Warehousing
Program

How to get started

Data Warehouse System Development Life Cycle
How Do We Get Started ?

ANALYS DESIGN CONSTRUC- IMPLEMEN-

IS TION TATION

Business Architecture

Data Architecture
PLANNING MANAGING
Technology Architecture

Management Infrastructure
 The Strategic DW Business Plan – Covers Five Major
Areas

Business
DW Strategic Strategy •• Strategic
Strategic Vision
Vision

Vision ••Tactical
Tactical Vision
Vision
Processes and Metrics •• Scope,priorities,
Scope,priorities,

&
& sequences
sequences

Candidate DW Applications •• Benefits

Benefits and
and

costs
costs
Data Technology Organization
DW Tactical •• Risks
Risks
Vision
Incremental Implementation Plans
Strategic
Strategic DW
DW Plan
Plan
DW
DW Tactical
Tactical Plan
Plan
Implementation
Implementation Plan(s)
Plan(s)
Project and Organizational Risks

Areas of
Success Business Information Technology People
Areas of Risk Readiness Readiness Readiness Readiness
ÉÉ Are
Arethe
thebusiness
businessneeds
needsofofDW
DWclearly
clearlyunderstood
understood
Business Readiness and supported?
and supported?
Executive ÉÉ Do
Dothe
thesponsors
sponsorstheir
theirrole?
role?Are
Arethey
theywilling
willingto
to
exercise it? Do they understand DW development
exercise it? Do they understand DW development
Commitment requirements
requirementsand andgaps?
gaps?
Selling Internally ÉÉ Does
Does the organizationsupport
the organization supportDW DWmethodology
methodologyand and
approach? Do they understand their responsibilities?
approach? Do they understand their responsibilities?
Project Scope
ÉÉ Will
Willthe
theprocesses
processesandandinfrastructure
infrastructureof ofthe
thebusiness
business
DW Skills & support the DW environment? Is the organization
support the DW environment? Is the organization
willing
willingtotomake
makethethenecessary
necessarychanges?
changes?
Experience
ÉÉ Is
Isthe
thetechnical
technicalinfrastructure
infrastructurerobust
robustenough
enoughto to
Project Bundling support DW evolution?
support DW evolution?
End User Education
Technology
Ongoing Support
 The DW Tactical Plan

•• Data
Data Plan
Plan
DW Strategic Business
Strategy •• Technology
Technology plan
plan
Vision −− Technology
Technology
traits
traits
Processes and Metrics
•• Organization
Organization
plan
plan
Candidate DW Applications

Data Technology Organization

DW Tactical
Vision Strategic DW Plan
Incremental Implementation Plans DW Tactical Plan
Implementation
Plan(s)
The Data Plan Include :

• Data conversion of historical data

• Reconciliation of converted historical data
• Automation of future data loads
• Test of interfaces and connectivity
• Test of load processes and data mapping
• Planning for backup and disaster recovery
• Error handling and exception reporting
• Data cleansing and consolidation

Strategic DW Plan
DW Tactical Plan
Implementation Plan(s)
 The Technology Plan:Hardware and Software

1 Current Systems Inventory 3 Overview of tools selected

2 Planned hardware environment 4 Security and access protection plan
Metadata
SOURCE EXTRACT & OPERATIONAL DATA DATA WAREHOUSE PRESENTATION
SYSTEMS TRANSFORM STORE SYSTEMS
JD Edwards ETT
(IBM AS/400, Web Server
• Using Informatica’s IBM RS/6000 H50
OS/400,
Tornado 4.0 tool to 4x332 MHz
DB2/400 Shared Production and Application Environment
load,cleanse and validate 4Gb R1 Memory
source system’s flat file IBM RS/6000 S70
MSM 4x 125 MHz 64 bit 10/100 Mbps
and Oracle database data Ethernet
(IBM AS/400, 4Gb R1 Memory
into the Operational Data AIX Unix 4.3
OS/400, 10/100 Mbps Ethernet
DB2/400 Store
AIX Unix 4.3
Oracle 7.3.4
Royalties
(IBM AS/400, Regional Client
OS/400, Network(s) End-User
DB2/400) Shared disk environment Tools:
Win 95/NT/UNIX
7130 SSA Cognos
ORCA Clients running
PP & Web
(Sun E-1000, Sun Middle Tier
Solaris 2.6, Impromptu
Oracle 7.3.2 ) & Web
Management
Tools:
Erwin
PVS
(Compaq,NT Test and Development Environment HP Openview
FoxPro Db) IBM RS/6000 H50 Cognos
2x332 MHz administrator
2Gb R1 Memory DBA interface
External Data 10/100 Mbps Ethernet SQL direct
(I.e.QED,MIR, AIX Unix 4.3/Oracle 7.3.4 access
Hasselback,
Peterson’s)
 The Technology Plan:
Network Overview SUBSIDIARY D
SUBSIDIARY E
CO.A CO.B
CO.C

net181 net180
net134
net148

T1
delmar

1 Create an overview of
PWS_H&H
192K
256K

current and planned

T1 TAG

network
256K

10 Mbps
192.168.16

2 Identify “bottlenecks” T1

and needs for upgrades

192.168.12 192K

Cin_s5 T1

3 Confirm standards and tfs_ny

security protocols
32K
T1

T1 T1
DDC
KDC

Internet Internet
Kdc_e0

ddc

net16862 net130 net129

The Organization Plan Include :
• DW support organization plan
– Helpdesk
– Web help pages
– Phone support and user
documentation
• Hiring and recruiting plan
• Training plan for developers and end-
users
• Budgeting for new staff

Strategic DW Plan
DW Tactical Plan
Implementation Plan(s)
 The Incremental Development Plan(s)

••Detailed
Detailed project
project plan
plan
Business
Business
DW Strategy
Strategy ••Logical
Logical Dimensional
Dimensional
Strategic Data
Data Model
Model for
for first
first
DW
DW application
application
Processes and Metrics
Vision •• Install
Install DW
DW technical
technical
architecture
architecture
Candidate DW Applications •• Physical
Physical design
design and
and
construction
construction of
of the
the
Data Technology database
database
DW Organization
••Manage
Manage change
change
Tactical integration
integration within
within
Strategic DW Plan the
Vision Strategic DW Plan
Incremental Implementation Plans the organization
organization
DW
DW Tactical
Tactical Plan
Plan
Implementation
Implementation
Plan(s)
Plan(s)
 Why this Emphasis on the Strategic Planning ?
Differences Between Transactional and Data Warehousing Systems

TRANSACTIONAL DATA WAREHOUSING

Purpose • Getting data in • Getting data out
• Day-to-day operations • Planning & knowledge based
• Highly structured, functions
repetitive processing • Highly unstructured, analytical
processing
Performance • High availability Relaxed availability
• Sub-second response • Response time in minutes
times
• Static; historical ( 2+ years )
Data • Dynamic;short lived • Redundancy; denormalization
( 60-90 days ) • Subject oriented
• Non-redundant; • Huge volumes of data (
normalized GB,TB )
• Applications oriented
Data Warehouse System Development Life Cycle
A Rapid Walk Through the Methodology

ANALYSIS DESIGN CONSTRUC- IMPLEMEN-

TION TATION

Business Architecture

Data Architecture
PLANNING MANAGING
Technology Architecture

Management Infrastructure
 What Does Data Warehousing Offer:
The Value Proposition

Business IT Community
Community
Data management
Quality and design
Decision Quality Data sharing
Replication control
Data security
Leverage legacy
Opportunity
systems investments
Discovery
Enables data
integration
Productivity
Improvements
 Summary of Steps
Defining the DW Strategic and Tactical Plan

1. Strategic goals and

5. Identify users, skills,
business drivers.
techniques required.
2. Impacted processes and
6. Define DW architecture.
performance measures.
7. Evaluate risks and
3. Define performance
organizational readiness.
measures.
8. Prepare cost/benefit analysis.
4. Identify data sources.
 The
Data warehouse
Project
Iterative Development and Continuous Improvements
Central Themes to the Successful Data Warehouse

z Balance current needs with global architecture targets :

{ Start with business information planning { Monitor progress

and leverage prototyping (time and budget)

{ Iterative development, { Evaluate results

incremental deliverables (cost and benefit)
Resources

{ Adjust to reality
(management checkpoints)

Subject Area Enterprise Maintenance and

DW Enhancements
DW Prototype

Time

Data
Data Warehousing
Warehousing Evolutionary
Evolutionary Cycle
Cycle
Data Warehouse Project Topics
Project types
Staffing the project team
Post-implementation
functions
 Data Warehouse Project Types
Phase 0 Phase 1 Phase 0*
• Feasibility Study/High Level Analysis
• Data Warehouse Architecture Definition
• Possible System Integration/PW Reseller
Opportunities
• Defines the blueprint and road map for data
warehousing at client

EFFORT DURATION

Eight to Twelve Weeks

Three to Five FTEs
 Data warehouse Project Types
Phase 0 Phase 1 Phase 0*
• Prioritized business sponsorship
• Small/focussed pilot data warehouse (a.k.a.
datamart )
• Installation of Data Warehouse technical
infrastructure
• Immediate technical knowledge transfer to client IT
staff
• Change Integration activity focussed on new decision
making processes

EFFORT DURATION FEES

Four to Eight FTEs Three to Six Months $450K to $1MM+

 Data warehouse Project Types

Phase 0 Phase 1 Phase 0*

• Data warehouse assessment
• Assessment of data warehouse development
environment
• An assessment using “gap” analysis to compare to an
ideal DW environment.
• An ideal way to get started and work together with
client staff

EFFORT DURATION FEES

Four to Eight FTEs Three to Six Months $450K to $1MM+

Data warehouse Project Topics
Project types
Staffing the project team
Post-implementation
functions
 Staffing The Data Warehouse Project
Management Roles ( not positions )
PriceWaterhouseCoopers Client

Executive
Technical
Project
Leader Sponsor
Manager Client
Technical/IT
Sponsor
 Staffing The Data Warehouse Project
Business Roles ( not positions )

IBM : Business Requirement Analyst

Quality Assurance Analyst
Source Data Analyst
Change Integration Analyst
Staffing The Data Warehouse Project
Technical Roles ( not positions )
• Data Modeler
• DBA
• Database Designer
• Front-end developer(s)
• Data Transfer and Replication Specialist(s)
• Metadata Analyst
 The Data Warehouse Project Roles
How do the Roles Fit Together ?

Executive
Executive Steering
Steering
Committee
Committee

Client
Client Executive
Executive Project
Project Partner
Partner
Sponsor
Sponsor

Technical/IT
Technical/IT Sponsor
Sponsor
Project
Project Leader
Leader

Technical
Technical Leader
Leader

Change
Change Integration
Integration Data
Data Modeler
Modeler Data
Data Transfer
Transfer and
and Front-End
Front-End
Analyst
Analyst Replication
Replication Specialist
Specialist Developer(s)
Developer(s)
Business
Business Database
Database Source
Source Data
Data Analyst
Analyst
Requirement
Requirement Analyst
Analyst Administrator
Administrator
Quality
Quality Assurance
Assurance Database
Database Designer
Designer // Metadata
Metadata Analyst
Analyst
Analyst
Analyst Technical
Technical Architect
Architect
 Staffing The Data Warehouse Project
People Issues ( Client and IBM )

• Organization and Reporting Structure

• Team evolution ( coaching, development, and
maintenance )
• People conflicts
• Evaluations
Post-Implementation Functions
User Training
User Support
Marketing and
Selling
 Information gathering for data &
technical design
™ Corporate strategy
™ Impacted processes
™ Candidate DW applications
™ Associated performance
measures
™ Data sets, availability,
quality
™ Target audience-number,
location, skills, analysis
needs
™ Technical requirements
™ Issues and risks
™ Benefits
™ Priorities

Continuously sort knowledge gained by

its impact on the overall DW program
Using the Value Chain to Identify
Information Requirements

Use the value chain as a guide to identify the information needed to analyze
performance measures that support strategies.
Breakdown of Expense
Budgeting
value chain into Merchant Financial Planning
and
key Sub-processes Analyses and
Forecasting
Control

Decision Support and Analysis

Tasks performed
within Sub-processes
What tasks must be completed on a regular basis
to add value to the end customers of the process
Strategies or
Drivers of Success What key events need to occur for the
business to be successful?

Performance How can we analyze the success of the business

Measures that and progress towards that success?
support Strategies
Need For Data Warehousing - The Value Proposition

Business Community IT Community

• Decision Quality • Data Management
Quality and design
Data Sharing
• Opportunity Discovery Replication Control
Data Security

• Productivity Improvements
• Leverage legacy systems
investments
Enables data integration
OLTP Data Modeling–How many paths are there
between customer and product?

Ship Shipper Ship To Product

Type
District Order Contact Product
Credit Item Location Line
Sales Customer
Location Product
Order
Group
Contract Contract Customer Contact
Type
Sales Sales Sales Sales
Rep District Region Division
 What are the differences?

OLTP
Data Structure or Schema
• Drives out all data redundancy
-- Improves performance
• Drives data into many discrete entities
• Tables are symmetrical
-- Can’t tell most important, largest, which hold measures,
which are static descriptors
• Lots of connection paths between tables
-- Prefers to use tables individually or in pairs
• Too complex for users to understand
DW Modeling – How many paths are there between
customer and product?

Time Dimension Sales fact Product Dimension

Customer Dimension Store Dimension

revenue
units
expense
 What are the differences?

DW
Data Structure or Schema

• Data redundancy is encouraged

-- Improves table browsing
• Subject area oriented. Groups data into categories
of business measures and characteristics.
• Tables are asymmetrical
-- Large dominant table
• Clearly defined connection paths for table joins
• Simple for users to understand and navigate
 Data Warehousing Models

• Reinforce DW planning concepts and development

themes using case study approach

• Present information gathering techniques

• Define components of the Dimensional Data Modeling
schema

• Look at common DDM design issues

 Information gathering for data and technical design
must be attuned to the following………………...

• Corporate strategy
• Impacted processes
• Candidate DW applications
• Associated performance measures
• Data sets, availability, quality
• Target audience--
number, location, skills, analysis
needs Continuously sort knowledge

• Technical requirements gained by its impact on overall

• Issues and risks DW program.
• Benefits
• Priorities
 Interview Style
™ Limit to 1 hour ™ Get copies of sample
reports
™ Hold several sessions
™ The secret: Get users to
™ Keep session small; talk about what they do in
interview only 1-3 users at their terms
a time
™ The deadly question: What
™ Focus on interviewing first do you want in the data
line managers warehouse?

™ Get both headquarters and ™ Prepare interview

summaries
field perspectives
™ Review and get
concurrence from IS
management and
interviewees

Listen!
 User Interviews
Answer database design questions
and give clues to priorities and risks
™ Identify processes, activities, and job
responsibilities.
™ Identify performance measures and descriptive
characteristics of measures.
™ Determine level of detail and history.
™ Identify users and assess usage requirements.
™ Define and quantify needs and benefits.
 DBA Interviews

Identify and assess current data

sources and systems
™ Identify various production systems and owner of
master file
™ Identify original source of data creation
™ Obtain text descriptions of fields and codes, verify
uniqueness (used for only one purpose )
™ Determine how table keys are administered
™ Establish row count and size of existing tables
™ Determine production system update schedules
 Requirements Gathering

Consider alternative sources of information

™ Interview the end users, DBAs, data modelers
™ Interview administrators of existing systems
™ Review copy books and reports
™ Review entity relationship diagrams, if available
™ Examine existing desktop applications (interfaces
and fields)
Side Benefits of the Interview Process

™ Manage expectations and raise level of

awareness of users
™ Explore acceptability of data limitations
™ Identify significant issues and alternatives
™ Validate knowledge base you already have
in hand
™ Identify new sources of information
gathering
™ Increase confidence level of users
™ Continue to conduct the reality check