1. DATA WAREHOUSE-
LEGACY SYSTEMS-DATA
MARTS-MARKETING
DATABASE
By Davin Abraham
1701310002
M.tech/DB/SRM

3. 12 rules of a Datawarehouse
 Data Warehouse and Operational
Environments are Separated
 Data is integrated
 Contains historical data over a long period of
time
 Data is a snapshot data captured at a given
point in time
 Data is subject-oriented

4. 12 rules of a Datawarehouse
 Mainly read-only with periodic batch updates
 Development Life Cycle has a data driven
approach versus the traditional process-driven
approach
 Data contains several levels of detail
 Current, Old, Lightly Summarized, Highly
Summarized

5. 12 rules of a Datawarehouse
 Environment is characterized by Read-only
transactions to very large data sets
 System that traces data sources,
transformations, and storage
 Metadata is a critical component
 Source, transformation, integration, storage,
relationships, history, etc
 Contains a chargeback mechanism for resource
usage that enforces optimal use of data by end
users

6. Life cycle of the DW
Warehouse Database
First time load
Refresh
Refresh
Refresh
Purge or Archive

7. 1001
1007
1010
1020
Relational Database Model
31
42
22
32
F
M
M
F
Anderson
Green
Lee
Ramos
Attribute 1
Name
Attribute 2
Age
Attribute 3
Gender
Row 1
Row 2
Row 3
Row 4
The table above illustrates the employee relation.
Attribute 4
Emp No.

8. Multidimensional Database
Model
The data is found at the intersection of
dimensions.
Store
GL_Line
Time
FINANCE
Store
Product
Time
SALES
Customer

9. Two dimensions

10. Three dimensions

11. Data marts
 Small Data Stores
 More manageable data sets
 Targeted to meet the needs of small groups
within the organization
 Small, Single-Subject data warehouse subset
that provides decision support to a small group
of people

12. Data Mart
 A subset of a data warehouse that
supports the requirements of a
particular department or business
function.
 Characteristics include:
 Do not normally contain detailed operational data
unlike data warehouses.
 May contain certain levels of aggregation

13. Independent Data Mart
Sales or Marketing
External Data
Flat FilesOperational
Systems

14. Reasons For Creating a Data
Mart
 To give users more flexible access to the data
they need to analyse most often.
 To provide data in a form that matches the
collective view of a group of users
 To improve end-user response time.
 Potential users of a data mart are clearly
defined and can be targeted for support

15.  To provide appropriately structured data as
dictated by the requirements of the end-user
access tools.
 Building a data mart is simpler compared with
establishing a corporate data warehouse.
 The cost of implementing data marts is far less
than that required to establish a data
warehouse.

16. Legacy Systems
 Older software systems that remain vital to an
organisation
The legacy Dilemma
 it is expensive and risky to replace the legacy
system
 It is expensive to maintain the legacy system
 Businesses must weigh up the costs and risks
and may choose to extend the system lifetime
using techniques such as re-engineering.

17.  The system may be file-based with
incompatible files. The change required may
be to move to a database-management
system
 In legacy systems that use a DBMS the
database management system may be
obsolete and incompatible with other DBMSs
used by the business

18. Legacy System Design
 Most legacy systems were designed before
object-oriented development was used
 Rather than being organised as a set of
interacting objects, these systems have been
designed using a function-oriented design
strategy
 Several methods and CASE tools are
available to support function-oriented design
and the approach is still used for many
business applications

19. Legacy system categories
 Low quality, low business value
 These systems should be scrapped
 Low-quality, high-business value
 These make an important business contribution but
are expensive to maintain. Should be re-engineered
or replaced if a suitable system is available
 High-quality, low-business value
 Replace with COTS, scrap completely or maintain
 High-quality, high business value
 Continue in operation using normal system
maintenance

20. Legacy System Evolution
 The structure of legacy business systems
normally follows an input-process-output
model
 The business value of a system and its quality
should be used to choose an evolution
strategy
 The business value reflects the system’s
effectiveness in supporting business goals
 System quality depends on business
processes, the system’s environment and the
application software

21. Marketing Database
 is a systematic approach to the gathering, consolidation, and
processing of consumer data (both for customers and
potential customers) that is maintained in a
company's databases.
 Although databases have been used for customer data in
traditional marketing for a long time, the database marketing
approach is differentiated by the fact that much more
consumer data is maintained, and that the data is processed
and used in new and more sophisticated ways.
 Among other things, marketers use the data to learn more
about customers, select target markets for specific
campaigns (through customer segmentation), compare
customers' value to the company and provide more
specialized offerings for customers.

22. Need for a Marketing Database
 Emails sent based on email response alone,
not on overall purchases
 Gold customers are seldom recognized
 Long time customers treated as strangers
 Customers feel unappreciated
 You may lose your best supporters

23. What You Can Do with a Marketing
DB?
 Store behavior and append demographic data
 Create customer segments, and develop a
marketing plan for each segment.
 Personalize all your email communications to
customers – to build loyalty and sales
 Append demographic data
 Determine customer lifetime value.

25. Thank You