Data Warehousing –

A Technology Marvel

-by Swati Chawla

Agenda

• Introduction
• Business Need Beyond Reporting
• Traditional Approaches
• Definition
• Data Classification
• Components of Data Warehouse
• Benefits
• Tools For DataWarehousing
• Data Modeling Terminologies
• Schemas
– Star Schema
– Snowflake Schema
2
Scenario 1
• Your company has made less profit than previous year?

• What could be the reason?

• How would you generate a report of your yearly sales

and how long would you need to figure out the problem?

• Your manager wants the reason as early as possible…

3
Business Need beyond Reporting….

4
Scenario 2
• You are a frequent Traveler

• You have a Saving Bank account with ABC Bank pvt. Ltd.

• You use your Bank’s ATM card to buy your Air Tickets…

• Now, one day you receive an exciting offer from the bank stating a 15 percent discount on
all the Air Tickets booked using Bank’s ATM Card …..
• Sounds Fascinating , Isn’t it?

• What Do You Think would have Happened?

• How did you Bank Get to know about you Nature of your
transactions…????

• Did the Bank Manager own a Magic-Ball ?

5
Traditional Approaches
• Programs were written to analyze the data stored on
tapes or on Mainframes .

• With the advent of personal computers, programs were

run on data dump (Data Islands) stored on individual PCs
in order to analyze the data.

• Decision Support System

• Executive Information systems

6
Data Warehousing has the key to all these Questions ….

7
Defining Data Warehouse
According to Bill Inmon, known as the father of Data Warehousing, a data
warehouse is a subject oriented, integrated, time-variant, nonvolatile
collection of data in support of management decisions.

Few of the applications of DWH:

– Cloth Manufacturer: Analyze sales and product trends by location to
understand customer buying patterns
– Pharma Manufacturer: Analysis of physicians and their prescribing
patterns
– Retailer: Analyze sale fluctuations across different regions
– Movie Theatre Chain: Key performance indicators including average
ticket price, attendance, box office ticket sales, concession sales,
buttered vs. non-buttered popcorn
– Airline Industry: Analysis of airline network trends by revenue class,
routes, origin-destination, point of booking

8
Data classification

Data

Operational Informational
Data Data

Operational Analytical
processing
processing
9
Informational & Operational Data
Data warehouse OLTP DB
Typical operation Query scans thousands or millions of rows. Accesses only a handful of records. For example"
For example" Find the total sales of last Retrieve the current order for this customer."
month."

Schema design De-normalized or partially normalized Fully normalized schemas

schemas

Data Modification: A data warehouse is updated on a regular The OLTP database is always up to date, and
basis. The end users of a data warehouse do reflects the current state of each business
not directly update the data. transaction.

Historical Data Data warehouses usually store many months OLTP systems usually store data from only a few
or years of data. weeks or months.

User Knowledge worker, Business Analyst Clerk, IT Professional

#Users Hundreds Thousands

10
Components of Data Warehouse
A Data Warehouse typically comprises of following
components –

• Source Data Layer

• Data Transformation Layer
• Data Store / Warehouse Layer
• Reporting Layer
• Metadata Layer
• Operations Layer

11
12
Source Data Layer & Data Transformation Layer
ETL is the process of Extracting, Transforming & Loading Data in
the process of Data Warehousing.

• EXTRACTION: The data are extracted from the source. Data can be
extracted from more than a single source.

• TRANSFORMATION: Manipulations can be made to the data that

are being extracted from the source. The Manipulations needed are
done at this stage. It includes converting the data into a format and
presenting it in such a manner, which facilitates the easy
understanding of data and enhances the business user’s capability
to carry out the business data analysis .

• LOADING: The modified data is then loaded into the Data

Warehouse . Loading involves the insertion of data into the target
system, that is, the data warehouse.

13
Data Flow (Data Warehousing Layer)
A Data Mart is -
•Scaled down version of DWH which is designed for a particular line of business.
•Focuses on one subject area or only one group of users.

Finance

Orders

Billing

Product
DWH Marketing

Customer

Customer
OLTP Service Data Marts

14
Reporting Layer
• Reporting is the process of development and production
of business reports based on data warehouse data.

• Data mining is the process of examining data for trends

and patterns that might have evaded human analysis.

• OLAP an acronym for 'Online Analytical Processing' is a

technique by which the data sourced from a data
warehouse or data mart is visualized and summarized to
provide perspective multidimensional view across
multiple dimensions.

15
Data Warehousing – End to End

16
Benefits
Data Warehouse –

• Queries do not impact Operational systems

• Provides quick response to queries for reporting
• Enables Subject Area Orientation
• Integrates data from multiple, diverse sources
• Enables multiple interpretations of same data by different
users or groups
• Provides thorough analysis of data over a period of time
• Accuracy of Operational systems can be checked
• Provides analysis capabilities to decision makers

17
Tools Available For Data Warehousing:-

18
Fact

1. Bottles of Soft 2. Sold in the month

Drink of July 2006

500

3. Sold in Jalandhar
City

19
Data Modeling Terminologies

• Fact table consists of the measurements, metrics or

facts of a business process .

• Dimension table is one of the set of companion tables

to a fact table.

• Schema is a collection of database objects, including

tables, views, indexes, and synonyms

20
Data Warehouse Schemas

– Star Schema
• Star Schema is a relational database schema for representing
multidimensional data. The center of the star schema consists
of a large fact table and it points towards the dimension tables

– Snowflake Schema
• A snowflake schema is a variation on the star schema, in
which very large dimension tables are normalized into
multiple tables. Dimensions with hierarchies can be
decomposed into a snowflake structure when it is required to
normalize the dimension tables, in order to save space.
Snowflake schema approach increases the number of joins
and results in poor performance in retrieval of data.

21
Example of a Star Schema

22
Example of a Snowflake Schema

23
Thank You