Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 Collection of related data that is stored in a central location or in multiple
Definitions Database
locations.

Database system System where all files are integrated, meaning information can be linked

Data hierarchy The structure and organization of data, which involves fields, records, and files
Databases

Database management Software for creating, storing, maintaining and accessing database files.
system (DBMS) A DBMS makes using databases more efficient.

Internal
Types of data
External.

Organized and processed in numerical or sequential order, typically the order in which they were entered.
Sequential access file
Because access speed usually is not critical, these records are typically stored on magnetic tape.
structure Normally used for backup and archive files because they rarely need updating.

Records can be accessed in any order, regardless of their physical locations in storage media.
Methods for Random access file This method of access is fast and very effective when a small number of records need to be processed
daily or weekly.
accessing files structure
To achieve this speed, these records are often stored on magnetic disks. Disks are random access devices.

Records can be accessed sequentially or randomly, depending on the number being accessed
Indexed sequential For a small number, random access is used.
access method (ISAM) For a large number, sequential access is used.
Access speed with this method is fast, so it is recommended when records must be accessed frequently.
 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 Involves how data is stored on and retrieved from
Physical view
storage media, such as hard disks or magnetic tapes

Involves how information appears to users; and

Logical view
Logical database design

how it can be organized and retrieved.

Determines how data is created, represented, Usually contains:

Data models
organized, and maintained.
Five models Hierarchical
Network model
model
The relationships between records form
a treelike structure (hierarchy).
Records are called nodes.
Relationships between records are
called branches.
The node at the top is called the root.
Every other node (called a child) has a
parent.
Nodes with the same parents are called
twins or siblings.
Data structure (how data is
organized and relationship among
records);
Relational model
Operations (calculations can be
Graph database
performed on data, eg. updating
Object-oriented model
and querying data);
Integrity rules
Boundaries like minimum and
maximum;
Similar to the hierarchical model, but Constrains (limit on type of
records are organized differently. data that can be stored in a
Unlike the hierarchical model, each field);
record in the network model can have Access methods).
multiple parent and child records.
 Uses a two-dimensional table of rows and columns of data.
Description Rows are records (also called tuples).
Columns are fields (also referred to as attributes).
Examples:
Field names
Data dictionary Stores definitions Data types for fields
Default values
Validation rules for data in each field.

Uniquely identifies every record in a relational database.

Examples:
Student ID numbers
Relational model

Primary key Account numbers

Social Security numbers (ID numbers South Africa)
Invoice numbers

A field in a relational table that matches the primary key

Foreign key column of another table.
It can be used to cross- reference tables.

Improves database efficiency by Examples:

Eliminating redundant data; and The following tasks are performed in the 1NF stage:
Normalization Ensuring that only related data is stored in a table. Eliminate duplicated fields from the same table
Normal forms NF1 to NF5 exists, but usually only 1NF through Create separate tables for each group of related data
3NF are used. Identify each record with a unique field (the primary key)

Operation Data stored in a relational model is retrieved from tables by using operations that pick and combine data from one or more tables.

Examples:
Select : searches data in a table and retrieves records based on certain criteria (also called conditions)
Project: pares down a table by eliminating columns (fields) according to certain criteria
Join: (combines two tables based on a common field e.g., the primary key in the first table and the foreign key in the second table
Intersect/ Union/ Difference
 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 Responsible for Converts logical requests from users into their physical equivalents
Database Data storage
Components of a database management system Heart of DBMS (e.g., reports) by interacting with other components of the DBMS
engine Data manipulation
Data retrieval (usually the data manipulation component).

Used to Examples:

Create the data dictionary
Data definition Maintain the data dictionary
Define the structure of files in a database
Any changes to a database's structure are Adding a field
made with this component
Deleting a field
Changing a field's size
Changing the data type stored in a field

Used to add, delete, modify, retrieve Structured Query Language (SQL) Query by example (QBE) A graph database is a database that
data Standard fourth-generation query Request data from a database by uses graph structures for query
language used by many DBMS constructing a statement made up operation with nodes, edges, and
Use packages of query forms. properties to represent and store
SQL Consists of key words specifying With current graphical databases, data.
Data QBE actions to take simply click to see query forms A typical relational database stores
Example: SELECT field FROM table instead of having to remember entities and their properties in
manipulation or file WHERE conditions keywords tables, whereas a graph database in
Can add AND, OR, NOT operators to addition stores relations between
the QBE form to fine-tune the entities.
query. It focuses on connections between
entities and navigates and manages
connected data.

Used, typically by IT professionals and Examples:

Application Database administrators, to design Data entry screens
Interactive menus
generation elements of an application using a
Interfaces with other programming languages
database

Database administrators (DBA) found in large

Used by IT professionals and database
organizations
administrators for tasks such as: Range of functions determined by DBA
Design and set up databases
Data Backup and recovery that particular users may perform
Establish security measures
administration Security Often summarized as create, read,
Develop recovery procedures
Change management update, and delete (CRUD)
Evaluate database performance,
User permissions (CRUD)
Add and fine tune database functions
 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 Website acts as an interface to a database for
Data-driven
Users to retrieve data
websites
Users to enter data in the database
Trends in database design and use

Fragmentation approach Replication approach Allocation approach

Distributed Addresses how tables are Each cite store a copy of the data Combines fragmentation and
Stores data on multiple servers
database divided among multiple in the organization's database. replication
throughout an organization
locations Each site storing the data it
management Three approaches to setting up a
Three variations uses most often
DDBMS, although they can be
system Horizontal
combined
(DDBMS) Vertical
Mixed

Encapsulation Inheritance
Both data and the relationships Refers to the grouping into a class of various Refers to new objects being created faster and more
easily by entering new data in attributes.
Object-oriented are contained in a single object. objects along with their attributes and methods –
An object consists of attributes meaning, grouping related items into a single unit
databases and methods that can be This helps handle more complex types of data,
performed on the object's data such as images and graphs

Methods
Interaction with an object-oriented database takes place via methods (not query languages), which are
called by sending a message to an object.
Messages are usually generated by an event of some kind, such as pressing Enter or clicking the mouse
button.
Natural
language
processing
(later chapter)
 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 A collection of data
Definition from a variety of sources
used to support
decision-­making applications, and
generate business intelligence.
Data warehouses store multidimensional data, so they
are sometimes called hypercubes.

Compared to Subject oriented (not transaction/function oriented)

Online transaction processing (OLTP) is used to
databases Integrated (comes from a variety of sources, unlike a
Data warehouses

facilitate and manage transaction­oriented

database)
applications
Time variant (categorized based on time, such as
Examples:
historical information, whereas data in a database only
point-of-sale
keeps recent activity in memory)
data entry
Captures aggregated data (not raw transaction data)
retrieval transaction processing.
Used for analytical purposes (not capturing and
It generally
managing transactions).
uses internal data, and
Use online analytical processing (OLAP) and data
responds in real time.
mining to generate reports, why databases support
online transaction processing (OLTP).

ETL
Components Input Storage Output
(Extractrion,Transformation, Loading)
 External sources
Internal sources
Input Databases
ERP systems
CRM systems
Extraction
Means
Collecting data from a variety of sources, and
Components of a data warehouse
Converting it into a format that can be used in
transformation processing.
The extraction process can also parse (divide into
ETL pieces) data to make sure it meets the data
warehouse's structural needs.
Collected information is organized in a data
Storage warehouse
Complex queries for all types of information as
well as reports used for decision can be generated
faster and easier that with databases
Can use a variety of sources in different formats
stored in different locations
Can cross-feference segments of an organization's
Output operations for comparison purposes
Can find patterns and trends
Can analyze large amounts of historical data
quickly
Can assist management in making well-informed
business decisions.
Uses OLAP and Data-Mining
Enterprise resource planning (ERP) systems collect,
Customer relationship management (CRM) systems
integrate and process data that can be used by all
collect and process customer data to provide
functional areas in an organization.
information for improving customer service.
Transformation processing Loading
Makes sure data meets the data warehouse's The process of transferring data to the data
needs. warehouse
Its tasks include
This might
Selecting only certain columns or rows to load Overwrite existing data, or
Translating coded values, such as replacing Add collected data to existing data.
Yes with 1 and No with 2
Performing select, project, and join operations
on data
Sorting and filtering data
Aggregating and summarizing data before
loading it in the data warehouse.
As raw data
As summary data (subtotals of category),
As or metadata (information about the data).
Online analytical processing (OLAP) is used to Data-mining analysis is used to discover patterns and
generates business intelligence relationships
OLAP uses multiple sources of information and
provides multidimensional analysis, such as
viewing data based on
time,
product, and
location.
This is the “slicing and dicing” of hypercubes,
permitting “drilling down” and “drilling up”.
 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 A smaller version of a data warehouse, used by a single department or
Definition
function.
Data marts

Access to data is often faster because of their smaller size

Response time for users is improved
They are easier to create because they are smaller and often less
Advantages
over databases
complex
They are less expensive
Users are targeted better because a data mart is designed for a
specific department or division.

Disadvantages Data marts usually have more limited scope than data warehouses
compared to Consolidating information from different departments or functional
databases
areas is more difficult.
 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 Business analytics (BA) uses data and statistical methods to gain insight into the data and provide decision makers with
What is does information they can act on.
BA is more forward looking than; it tells the user what is going to happen in the future rather than what has happened in the past.

Business intelligence (BI) Business analytics (BA)

What happened? What was the problem? What decisions must be Why did it happen? What will happen if the trend continues?
Compared to BI made based on the available data? What actions should be taken?
Business analytics (BA)

BI uses dashboards, scorecards, OLAP, and query reports to BA uses statistical analysis, data-mining tools, and predictive
support decision-making activities. modeling

Descriptive analytics Predictive analytics Prescriptive analytics

A reactive strategy that: A proactive strategy that prepares a Recommend a course of action, and
Reviews past events decision maker for future events. Show the likely outcome of each
Three popular Analyzes the data decision.
BA methods Provides a report indicating what
happened in a given period
How to prepare for the future.

Web analytics Mobile analytics

Collects and analyzes the Web data in order to find out the Concerned with mobile Web and mobile apps.
Two other types efficiency and effectiveness of a Web site. It assesses and measures traffic among mobile devices and all
of analytics This may be done for market research and or assessing and the apps used by these mobile devices.
falling in BA improving the effectiveness of a Web site. There are three popular types of mobile analytics
Advertising and marketing analytics
domain In-app analytics
Performance analytics.
 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 Big data is data so voluminous that conventional computing methods are not able to efficiently process and
What it is
manage it.

Volume
Variety (data is structured and unstructured)
Five dimensions
Big data and predictive analysis

Velocity (speed with which date needs to be processes not to miss window of opportunity)
of big data (5Vs) Veracity (social media posts, abbreviations, typos, colloquial speech make this V important)
Value (i.e. most important V).

Industries to
Many industries could benefit from big data analytics and gain a competitive advantage.
benefit

Technologies
Mobile and wireless technology
and apps Popularity of social networks
contributing to Enhanced power and sophistication of smartphones and handheld devices
Significant improvements in storage technology and substantial cost reduction
its growth and
Improved capabilities and affordability of analytics tools.
popularity
Big data analytics could reveal and expose certain information that puts some people's privacy at risk.
It also may create some legal and ethical concerns. These include:
Discrimination
Risks Privacy breaches and embarrassments
Unethical (although legal) actions based on interpretations
Loss of anonymity
Few legal protections exist for the involved individuals.

The IoT (Internet of Things) adds structured and unstructured data to Big Data.
The future IIoT (Industrial Internet of Things) big data analytics will improve nearly all operations of industrial devices.
 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 Data base marketing uses an organization's database of customers and potential customers to promote
What it uses
products or services

Database marketing transforms marketing from a reactive to a proactive process by using

Multivariate analysis
Data segmentation, and
How it works Automated tools to transform marketing from a reactive to a proactive process.
Database marketing

Demographics data explain "who" the buyer is

Psychographics explain "why" he or she buys a product or service.
Psychographic information includes habits, hobbies, spending patterns, and values

The goal of a
successful The goal of any organization is to generate the highest possible revenue for the organization.
marketing
campaign

Calculating customer lifetime value (CLTV) (estimate what the lifetime relationship of a typical customer will
Tasks usually be worth to a business)
Recency, frequency, and monetary analysis (RFM) (80 percent of business revenue comes from 20 percent of
performed by a
its customers)
successful
Customer communications (different techniques to communicate effectively with customers including e-
marketing
mail, Web sites, a portal, and the intranet)
campaign
Analytical software monitoring behavour (using different techniques in order to monitor customers'
behavior across a number of retail channels, including Web sites, mobile apps, and social media)
 Tableau and Power BI Databases

Database marketing Logical database design

Components of a
Big data and predictive
analysis Chapter 3 database management
system

Business analytics Trends in database

design and use

Data marts Data warehouses

 Tableau is a data visualization tool used for generating business intelligence.
It is used to analyze data for generating trends using graphs and charts.
Users with minimal analytics backgrounds can easily understand and use it.
Tableau
It can utilize data from various sources including data files (with various
Tableau and Power BI

formats such as Excel and PDF) and relational databases, as well as big data
sources.

Power Bl is a Microsoft product.

It is a platform that allows a user to analyze and visualize data from different
sources with different formats.
Power BI
Data may be an Excel spreadsheet, data from the cloud, or from data
warehouses and data marts.
Personal dashboards can be created.