Developing A Strategy For The Internet Age The Five Forces Model

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Developing A Strategy For The Internet AgeThe
Five Forces Model
Video porter
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• What is the major role of UTZ information
  systems?
• What are the characteristics of the information
  UTZ receives that would make it valuable?
• Analyze the industry that UTZ is in using the
  porter model, is it a good industry to be in?
• What competitive advantage do you feel Utz has?
  How does information play into that competitive
  advantage

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Databases and Warehouses

• Building Business Intelligence

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• To make good and accurate decisions and work in
  the most productive and efficient way, knowledge
  workers today need
• (1) access to information and
• (2) tools to work with that information.

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Business Intelligence

• What is it?
• Business intelligence is knowledge knowledge
  about your customers, your competitors, your
  partners, your competitive environment, and your
  own internal operations
• Where is BI found?
• Databases Data warehouses

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Key Terms

• Online transaction processing (OLTP)
• the gathering of input information, processing
  that information, and updating existing
  information to reflect the gathered and processed
  information.
• Operational database
• database that supports OLTP.
• Online analytical processing (OLAP)
• the manipulation of information to support
  decision making.

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Business Intelligence
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Hierarchy of Data
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THE RELATIONAL DATABASE MODEL

• Database
• A collection of information that you organize and
  access according to the logical structure of that
  information.
• Relational database model
• uses a series of logically related
  two-dimensional tables (called relations) or
  files to store information in the form of a
  database.
• Relation
• describes each two-dimensional table or file in
  the relational model.
• The word relation here is in reference to the
  collection of the data within one specific table.

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• By carefully examining the definition given to
  relational databases we can clearly identify
  two parts to it
• Information stored in a series of two
  dimensional tables, files, or relations.
• Logical structure of the information.

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Data dictionary contains the logical structure
for the information.
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• Database management system (DBMS)
• helps you specify the logical organization for a
  database and access and use (manipulating) the
  information within a database.

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DATABASE MANAGEMENT SYSTEM TOOLS

• DBMS Engine
• Data Definition Subsystem
• Data Manipulation Subsystem
• Application Generation Subsystem
• Data Administration Subsystem

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The DBMS

• Figure 3.4
• Software Subsystems of a Database Management
  System
• page 85

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Traditional Approach to Data Management
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Database Approach to Data Management
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Advantages of Database Approach

• Improved strategic use of corporate data
• Reduced data redundancy
• Improved data integrity
• Easier modification and updating
• Data and program independence
• Better access to data and information

• Standardization of data access
• Framework for program development
• Better overall protection of the data
• Shared data and information resources

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Disadvantages of Database Approach

• Relatively high cost of purchasing and operating
  a DBMS in a mainframe operating environment
• Increased cost of specialized staff
• Increased vulnerability

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DATA WAREHOUSES AND DATA MINING

• What Is a Data Warehouse?
• What Are Data Mining Tools?
• Data Marts Smaller Data Warehouses
• Important Considerations in Using a Data Warehouse

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Data Warehouses and Data MiningData Warehouses
Are Multidimensional

• Figure 3.8
• A Multidimensional Data Warehouse with
  Information from Multiple Operational Databases

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Elements of a Data Warehouse
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Data Warehouses and Data MiningData Marts
Smaller Data Warehouses

• Data mart - a subset of a data warehouse in which
  only a focused portion of the data warehouse
  information is kept.

Data Marts Are Subsets of Data Warehouse
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• Data Mining an information analysis tool that
  involves the automated discovery of patterns and
  relationships in a data warehouse
• Applications
• Market segmentation
• Customer churn
• Fraud detection
• Direct marketing
• Market basket analysis
• Trend analysis

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How Up-to-Date Should Data Warehouse Information
Be?

• To adjust class sizes in a university
  registration system
• To alert people to changes in weather conditions
  To predict scores in professional football games
• To adjust radio advertisements in light of
  demographic changes
• To monitor the success of a new product line in
  the clothing retail industry
• To adjust production levels of foods in a
  cafeteria
• To switch jobs to various printers in a network
  by the minute.
• To adjust CD rates in a bank
• To adjust forecasted demands of tires in an auto
  parts store

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MANAGING THE INFORMATION RESOURCE IN AN
ORGANIZATION

• Who Should Oversee the Organizations
  Information?
• How Will Changes in Technology Affect Organizing
  and Managing Information?
• Is Information Ownership a Consideration?
• What Are the Ethics Involved in Managing and
  Organizing Information?

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OLTP and Data Warehousing
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OLTP and Data Mining
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• Databases and data warehouses clearly make it
  easier for people to access all kinds of
  information. This will lead to great debates in
  the area of privacy. Should organizations be
  left to police themselves with respect to
  providing access to information or should the
  government impose privacy legislation? Answer
  this question with respect to (1) customer
  information shared by organizations (2) employee
  information shared within a specific
  organization and (3) business information
  available to customers.

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• Consider that you work in the human resources
  management department of a local business and
  that many of your friends work there. Although
  you dont personally generate payroll checks, you
  still have the ability to look up anyones pay.
  Would you check on your friends to see if theyre
  earning more money than you? For that matter,
  would you look up their pay just out of simple
  curiosity, knowing that you would never do
  anything with the information or share it with
  anyone else? Why or why not? People working at
  the Revenue Canada tax department were caught
  just curiously looking up the reported incomes of
  movie stars and other high-profile public
  figures. Is this acceptable? Why or why not?