Class 3 - Managing and Using Data

BUSI 2400 Class #3
Chapter 3
Managing and using data
BUSI 2400
Agenda
Class business
Lecture - Chapter
Clicker #2
Break
Crew
Challenge #2 Big data

Clicker #3
A quick look at the final SA format
BUSI 2400
2015 - Pilcher, Smith, Riordan & Wiley
Class #3 Chapter 3 - 2
Class Business
MS
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Lab
Quiz
All Lab Quizzes open Monday 8am, close
7pm the following Monday
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Class Business
Slides
The class slides will be released before
Tuesday 8:30am class

Slides posted by Tuesday 8:30am are final
No mods after that
Office
time
Im on campus Tuesdays between 11:30
and 2:30
If you want to see me, make an appointment
and well arrange something
My
Name
You can call me Al

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else
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BUSI
2400
2015 - Pilcher,
Smith,
Riordan
Wiley
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This chapters 4 targets

Data, information, and
knowledge?
2) Decision making and
problem solving
3) Databases
4) Business intelligence
1)
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1. Re-Cap
(from week 1)
Data
Raw facts that describe a particular phenomenon
Information
Data that have a particular meaning within a specific
context
Knowledge
The application of information to extrapolation into the

future
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Youve
learned that data is

transformed into information, and
information is transformed into
knowledge
Knowledge
Work Activities
Creating business value for the
organization
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Knowledge Work Activities

Context
(Problem, Issue, or
Opportunity)
Figure 3.1
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Context
(this starts the KWAs)
This
is the task, problem, issue or

opportunity that must be assessed.
Examples:
Sales Manager: Develop a report for your VP
of Marketing on regional sales performance.
Product Manager: Define functional/business
requirements for design team.
Entrepreneur: Develop five year projections
for your startup business plan.
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Discovery
Is
the finding of data, information

and knowledge relevant to a task,
problem, issue or opportunity
This is the context
You
begin with an idea of what to

look for
Reflect on where the information
may exist
Then retrieve relevant data from
various
sources
BUSI 2400 2015
- Pilcher, Smith, Riordan & Wiley
Analysis
Breaking down the whole into its more
discrete parts to better understand how it
works
Helps you answer questions and gain
understanding through a thoughtful
investigation and examination of the
available data and information
Etymology
The wordanalysiscomes fromanalyein, which is Greek for
unloosen, or to "to break up.
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Transformation
Is knowledge work that requires you to
use the results of your analysis to

deepen your understanding of the data
and information
Data is often transformed
Classified, organized
Summarized
Represented graphically, visually
Translated into local standards and norms
(euros to CDN dollars)
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Synthesis
Allows you to interpret trends or patterns that
seem to explain the past and the present, and

may suggest courses of action to favorably
influence the future
Knowing which parts, when combined, will
create higher total value of the parts
themselves
Etymology
The wordsynthesiscomes fromsuntithenai, which is Greek for
place together.
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Communication
The ability to share your analysis, ideas,
and solutions with others

Good ideas communicated poorly are
ideas that are often overlooked

No matter how good they are!
Relate material to context, know your
audience, and have them appreciate the

significance of the issue your are
providing a solution for.
BUSI 2400
Re-Cap
(Knowledge Work Activity)
Context: Sales Manager: Develop a report for your VP of Marketing on

regional sales performance.
Knowledge Work
Activity
Managers Request
Discovery
Find weekly sales data
Analysis
Compare sales data for the first

week of May to similar data from
the previous two months
Transformation
Identify any trends in the data by

week, month, and day of the week
Synthesis
Given analysis of relative success

or failure, suggest ways to
capitalize on strengths and
overcome weaknesses
Communication
Present findings and suggestions

to management
Table 3.1
BUSI 2400
16
Re-Cap
(KWA)
Analysis
involves breaking down the
problem
This often involves using models and
frameworks
General
SWOT (Strength, Weakness, Opportunity, Threat)
PEST (Political, Economics, Social, Technical)
MOST (mission, objectives, strategy, tactics)
What well covered in our class
PPT (people, process, and technology)

Porters 5 forces
IPO (input, process, output)
5 W;s plus an H
C.I.A. (Confidentiality, Integrity, and Availability)
Synthesizing
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is building up a
2. Decision making and problem

solving
Before
discussing effective decision

making, we need to agree on what a
decision is.
rational decision is a choice that you

make about what actions you will take
(or not take) in a given situation after
analysing the consequences of each
option.
Often,
rational decision making occurs as

part of a larger problem-solving process.
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Types of decisions
Structured
Algorithmic (A x B / C) where A, B & C are
all known quantities = verifiable result

Transactional decisions - HST on a purchase
Unstructured
Open a new store? Launch a new product?
Hire a new CIO?

Can only be accurately assessed after the
fact
Semi-structured
Elements of both Investment decision
BUSI 2400
Week 3 Chapter 3 - 19
The process
To
make the best decision, you must carefully

consider the quality of the data, information, and
knowledge. Increasingly, this requires wisdom.
During
the analysis stage, you sort, transform,

and organise the data to discover affordance
What can this data tell me?
The
quality of the final output of this process (the

decision or solution) will be based on the quality
of the inputs (the information you create and the
analysis you do). GIGO!
The
purpose of decision making is either to solve

a problem or to take advantage of an opportunity.
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Levels of decision think war

Strategic
Highest level General says :We must take that
hill!
Operational
Makes possible the strategic Well need 100
soldiers and 10 tanks and 5 mortars and 3 APCs.

Tactical
The interface with the enemy Split the soldiers
into two groups. Send 50 to the back of the hill

with the mortars. Bring 5 tanks in from each flank.
Send 50 soldiers up the hill in the APCs once the
tanks and mortars have disbursed the enemy
resistance.
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Can all business decisions by fully

rational?
Bounded Rationality and Satisficing
The
rationality of individuals is bounded

(limited) by cognitive limitations, limited time
(budget), and limited access to information
some problems remain uncertain, no matter how
much effort you put into gathering information!

Satisficing
Satisficing is a decision-making
strategy that entails searching through the
available alternatives until an acceptability
threshold is met.
Herbert Simon
(1916-2001)
Decision makers rarely have enough time, access to
information, nor cognitive capacity to make a

perfect decision. BUT - Easier access to more
information and more processing assistance can
increase this threshold!
BUSI 2400
Pre-Amble for Databases

Database organized collection of data
that facilitates data storage, search and

retrieval
A user neednt be concerned about where the data is
stored on the storage device
Spreadsheet container and tool for
easy manipulation, calculation and

analysis of data
Also known as flat file storage
BUSI 2400
23
3. Databases
All
business information systems rely

on the use and storage of data.
The primary technology used to
store, manage, and allow efficient
access to data is the database.
A database consists of interrelated
data that are stored in files and
organised so that computer
programs can quickly and easily
access specific pieces of data.
BUSI 2400
Relational database
characteristics
Tables:
Are made up of rows called records
Must have a unique field which describes each
record. This unique field is called a primary key. It

cannot be blank.
Are connected to each other using a common field.
The primary key in one relation is called the foreign

key in the relation to which it is joined.
A user neednt be concerned about

where the data is stored on the storage
device.
BUSI 2400
Databases: Redundant data
Same data could exist in multiple locations

BUSI 2400
Week 3 Chapter 3 - 26
Databases: Redundant data

Storing
redundant data can cause efficiency and

integrity problems
Redundant
data
Same data stored more than once in the same table

Same data stored more than once in different
tables/databases
Integrity
problems
Updates and deletions can cause data to be
inconsistent or lost (update and deletion anomalies)

Efficiency
problems
Extra processing is required to ensure data integrity

BUSI 2400
Databases: Examine this spreadsheet
(From: Peter Rob and Carlos Coronel, Database Systems: Design Implementation, and
Management 2007)
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Update anomalies
Occur
when an update causes

inconsistencies in stored data
What if Leah Hahns phone number changes?
1. Are there redundancy issues with data in this
table?
2. Are there potential integrity issues?
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Deletion anomaly
Consider the following scenario using the table

below
Assume Amy OBrians agents name is John Okon and
John only has one customer

Then John gets fired and is deleted from the database.
What happens to our knowledge of Amy OBrian?
- Is information lost?
BUSI 2400
Relational database design

Proper
relational database design eliminates

redundant data
Its achieved by:
Distributing data into separate tables
Creating relationships between tables
Enabled by primary and foreign keys
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Database Normalization
Database normalizationis the process of
organizing thefieldsandtablesof arelational
databaseto minimizeredundancy
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Storing and accessing data, info and

knowledge often does not require this
much structure.
Databases are not the only, nor

necessarily the best, form of storage for
all business needs.
A data warehouse is a means of storing

and managing data for information
access, typically composed of data from
one or more transactional/operational
databases.
Data is often de-normalized to reduce

response time for analytical queries.
BUSI 2400
4. Business
Intelligence
4
BUSI 2400 2015 - Pilcher, Smith, Riordan & Wiley
Business intelligence - BI
A process for gaining competitive advantage

through the intelligent use of data and
information in decision making
A business therefore needs to collect
information about their environment and its

performance within it, and the ability (or skill)
to make use of this information to position itself
for greater performance (improve decision
making, change behavior, etc)
To enable businesses to reach intelligent

decisions, data and information must go through
several stages.
BUSI 2400
Decision Support Systems

(DSS)
Decision
support systems (DSS) help

businesses use communications
technologies, knowledge, and
models to organise and access data
to perform decision-making
activities.
Examples of model-driven DSS tools
Financial models
Statistical models
Optimization models
Simulation modelling
BUSI 2400
Knowledge Management Systems

(KMS)
Of the three informational resourcesdata,

information, and knowledgeknowledge is the most
difficult to share and store.
Explicit knowledge includes anything that can be written
down, stored, and codified (e.g., business plans, patents

and trademarks, and market research).
Tacit knowledge includes the know-how that people have
through learning and experience, which is difficult to write

down and share.
To store, share and support tacit knowledge,

knowledge management systems often rely on
collaborative software, which supports teamwork
with technologies that enable communication and
sharing of data and information.
BUSI 2400
To Do Before Next Class

Lab
#3 (A2) Defeating redundancy

& forging relationships
Lab video #3 Access 2
22:57 minutes
Lab video #3 Access #2 - slides
Lab
quiz #3 - Access 2
Quiz already opened (Monday 8am)

Closes Sept 28th (7:00am)
Lab Quiz #3 (A2) - Access
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Next week
Chapter
Two
7 E-business
Crew Challenges
CC3 & CC4

Excellence scale!
There could be up to 6
marks for grabs for some
teams!
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* Be professional, Be creative
* Lead our customer through
a key point in their
development
* USE stuff from this course,
show you can apply it

Class 3 - Managing and Using Data

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BUSI 2400 Class #3

Challenge #2 Big data

2015 - Pilcher, Smith, Riordan & Wiley

All Lab Quizzes open Monday 8am, close

7pm the following Monday

2015 - Pilcher, Smith, Riordan & Wiley

Tuesday 8:30am class

Im on campus Tuesdays between 11:30

You can call me Al

Upcoming Employer Events for

Ericsson University Day

Sept 17, 12 noon to 4:30

Sept 21, 6:30-8:30 pm

Canada Revenue Agency

Sept 22, 12 noon

Visit mySuccess for registration and more information

on Technology Apprenticeship Program (For 4th years & new

2015 - Pilcher, Smith, Riordan & Wiley

This chapters 4 targets

2015 - Pilcher, Smith, Riordan & Wiley

The application of information to extrapolation into the

2015 - Pilcher, Smith, Riordan & Wiley

learned that data is

Creating business value for the

2015 - Pilcher, Smith, Riordan & Wiley

Knowledge Work Activities

2015 - Pilcher, Smith, Riordan & Wiley

(this starts the KWAs)

is the task, problem, issue or

2015 - Pilcher, Smith, Riordan & Wiley

the finding of data, information

begin with an idea of what to

2015 - Pilcher, Smith, Riordan & Wiley

use the results of your analysis to

2015 - Pilcher, Smith, Riordan & Wiley

seem to explain the past and the present, and

2015 - Pilcher, Smith, Riordan & Wiley

and solutions with others

ideas that are often overlooked

Relate material to context, know your

audience, and have them appreciate the

2015 - Pilcher, Smith, Riordan & Wiley

(Knowledge Work Activity)

Context: Sales Manager: Develop a report for your VP of Marketing on

Find weekly sales data

Compare sales data for the first

Identify any trends in the data by

Given analysis of relative success

Present findings and suggestions

2015 - Pilcher, Smith, Riordan & Wiley

involves breaking down the

What well covered in our class

PPT (people, process, and technology)

2015 - Pilcher, Smith, Riordan & Wiley

2. Decision making and problem

discussing effective decision

rational decision is a choice that you

rational decision making occurs as

2015 - Pilcher, Smith, Riordan & Wiley

all known quantities = verifiable result

Hire a new CIO?

2015 - Pilcher, Smith, Riordan & Wiley

make the best decision, you must carefully

the analysis stage, you sort, transform,