Database

Systems:
Design,
Implementation,
and
Management,
14e
Module 13: Business
Intelligence and Data
Warehouses
Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 1
whole or in part.
 Chapter Objectives (1 of 2)

By the end of this chapter, you should be able to:

1. Describe the role of business intelligence in providing comprehensive business

decision support

2. Describe the architecture, reporting styles, evolution, and benefits of business

intelligence

3. Differentiate between operational data and decision support data

4. Identify the purpose, characteristics, and components of a data warehouse

5. Develop star and snowflake schemas for decision-making purposes

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 2
whole or in part.
 Chapter Objectives (2 of 2)

By the end of this chapter, you should be able to (continued):

6. Describe the characteristics and capabilities of online analytical processing (OLAP)

7. Describe the role and functions of data analytics and data mining

8. Explain how SQL analytic functions are used to support data analytics

9. Define data visualization and explain how it supports business intelligence

10. Define a data lake

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 3
whole or in part.
 The Need for Data Analysis

• Organizations tend to grow and prosper as they gain a better understanding of their
environment
− Managers need to evaluate how the business is doing through tracking daily
transactions and analyzing company data

• Organizations are always looking for a competitive advantage through product

development, market positioning, sales promotions, and customer service

• Companies and software vendors addressed these multilevel decision support needs
by creating autonomous applications for particular groups of users
− This more comprehensive and integrated decision support framework within
organizations became known as business intelligence

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 4
whole or in part.
 Business Intelligence (1 of 2)

• Business intelligence (BI) is a term that describes a comprehensive, cohesive,

integrated set of tools and processes used to capture, collect, integrate, store, and
analyze data
− The purpose is to generate and present information to support business decision
making

• BI is a framework that allows transformation of the following:

− Data into information
− Information into knowledge
− Knowledge into wisdom

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 5
whole or in part.
 Business Intelligence (2 of 2)

• BI provides a framework for the following:

− Collecting and storing operational data and aggregating it into decision support
data
− Analyzing decision support data and presenting generated information to end
users to support business decisions
− Making business decisions which generate more data
− Monitoring results to evaluate outcomes and predicting future outcomes with a
high degree of accuracy

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 6
whole or in part.
Business Intelligence Architecture (1
of 3)

Figure 13.1 Business Intelligence

Framework

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 7
whole or in part.
 Business Intelligence Architecture (2
of 3)
• Master data management (MDM) is a collection of concepts, techniques, and
processes for identification, definition, and management of data elements

• Governance is a method of government for controlling business health and for

consistent decision making

• Key performance indicators (KPI) are numeric or scale-based measurements

that assess company’s effectiveness in reaching its goals
 General
 Finance
 Human resources
 Education

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 8
whole or in part.
 Business Intelligence Architecture (3
of 3)
• A BI system’s advanced decision support functions come to life via its intuitive and
informational user interface, and reporting capabilities

• A modern BI system provides the following reporting styles:

− Advanced reporting
− Monitoring and alerting
− Advanced data analytics

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 9
whole or in part.
 Business Intelligence Benefits

• Improved decision making is the main goal of BI, but BI also provides the following
benefits:
− Integrating architecture
− Common user interface for data reporting and analysis
− Common data repository fosters single version of company data
− Improved organizational performance

• Achieving all these benefits takes a lot of human, financial, technological resources,
and time
− BI benefits are the result of a focused company-wide effort that could take a long
time

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 10
whole or in part.
 Business Intelligence Evolution

• A decision support system (DSS) is an arrangement of computerized tools used

to assist managerial decision making
− A DSS typically has a much narrower focus and reach than a BI solution

• BI information technology has evolved from centralized reporting styles to the

current, mobile BI and Big Data analytics style in the span of just a few years
− The rate of technological change is not slowing down; technology advancements
are accelerating the adoption of BI to new levels

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 11
whole or in part.
 Business Intelligence Technology
Trends
• The following technological advances are driving the growth of business intelligence
technologies:
− Data storage improvements
− Business intelligence appliances
− Business intelligence as a service
− Big Data analytics
− Personal analytics

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 12
whole or in part.
 Knowledge Check Activity 13-1

• What are decision support systems, and what role do they

play in the business environment?

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 13
whole or in part.
 Knowledge Check Activity 13-1:
Answer
• What are decision support systems, and what role do they
play in the business environment?
• Answer: Decision Support Systems (DSS) are based on computerized
tools that are used to enhance managerial decision-making. Because
complex data and the proper analysis of such data are crucial to
strategic and tactical decision making, DSS are essential to the well-
being and even survival of businesses that must compete in a global
market place.

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 14
whole or in part.
 Operational Data versus Decision
Support Data (1 of 2)
• Although BI is used at the strategic and tactical managerial levels within
organizations, its effectiveness depends on the quality of data gathered at the
operational level
− Operational data is seldom well suited to decision support tasks

• Operational data is useful for capturing daily business transactions

• Decision support data gives tactical and strategic business meaning to the
operational data

• Decision support data differs from operational data in three main areas
− Time span
− Granularity (level of aggregation)
− Dimensionality
Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 15
whole or in part.
Operational Data versus Decision
Support Data (2 of 2)

Figure 13.3 Transforming

Operational Data into Decision
Support Data

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 16
whole or in part.
 Decision Support Database
Requirements
• The decision support database schema must support complex, non-normalized data
representations
− It must contain data that is aggregated and summarized and the queries must
be able to extract multidimensional time slices

• Data extraction capabilities should allow batch and scheduled data extraction and
should support different data sources and check for inconsistent data or data
validation rules

• Database size – the DBMS must be capable of supporting very large databases
(VLDBs)
− To support a VLDB, the DBMS might be required to support advanced storage
technologies and multiple-processor technologies

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 17
whole or in part.
 The Data Warehouse (1 of 2)

• The data warehouse is an integrated, subject-oriented, time-variant, nonvolatile

collection of data that provides support for decision making

• Components of the data warehouse include the following:

− Integrated
− Subject-oriented
− Time-variant
− Nonvolatile

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 18
whole or in part.
The Data Warehouse (2 of 2)

Figure 13.4 The ETL Process

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 19
whole or in part.
 Data Marts

• A data mart is a small, single-subject data warehouse subset that provides decision
support to a small group of people

• Benefits of data marts over data warehouses include the following:

− Lower cost and shorter implementation time
− Technologically advanced
− Inevitable “people issues”

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 20
whole or in part.
 Twelve Rules That Define a Data
Warehouse
Table 13.9 Twelve Rules for a Data Warehouse
Rule No. Description
1 The data warehouse and operational environments are separated.
2 The data warehouse data is integrated.
3 The data warehouse contains historical data over a long time.
4 The data warehouse data is snapshot data captured at a given point in time.
5 The data warehouse data is subject oriented.
6 The data warehouse data is mainly read-only with periodic batch updates from operational data.
7 The data warehouse development life cycle differs from classical systems development.
8 The data warehouse contains data with several levels of detail: current detail data, old detail data, lightly summarized
data, and highly summarized data
9 The data warehouse environment is characterized by read-only transactions to very large data sets.
10 The data warehouse environment has a system that traces data sources, transformations, and storage.
11 The data warehouse’s metadata is a critical component of this environment.
12 The data warehouse contains a chargeback mechanism for resource usage that enforces optimal use of the data by end
users.

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 21
whole or in part.
 Star Schemas (1 of 5)

• The star schema is a data-modeling technique used to map multidimensional

decision support data into a relational database

• Basic star schema components include the following:

− Facts are numeric values that represent a specific business aspect
− Dimensions are qualifying characteristics that provide additional perspectives
to a fact
− Attributes are used to search, filter, and classify facts
 Slice and dice is the ability to focus on slices of the data cube for more
detailed analysis
− The attribute hierarchy provides a top-down data organization that is used for
aggregation and drill-down/roll-up data analysis
Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 22
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 Star Schemas (2 of 5)

• Facts and dimensions are normally represented by physical tables in data

warehouse database
− The fact table is related to each dimension table in a many-to-one (M:1)
relationship

• Fact and dimension tables are related by foreign keys and are subject to primary
and foreign key constraints

• The primary key of a fact table is a composite primary key because the fact table is
related to many dimension tables

• The fact table’s primary key is always formed by combining the foreign keys
pointing to the related dimension tables

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 23
whole or in part.
 Star Schemas (3 of 5)

Figure 13.10 Star Schema for Sales

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 24
whole or in part.
 Star Schemas (4 of 5)

• Performance-improving techniques for the star schema include the following:

− Normalizing Dimensional Tables
 Snowflake schema is a star schema in which dimension tables can have their
own dimension tables
− Maintaining Multiple Fact Tables to Represent Different Aggregation Levels
 This technique saves processor cycles at run time, thereby speeding up data
analysis
− Denormalizing Fact Tables
 Improves data access performance and saves data storage space

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 25
whole or in part.
 Star Schemas (5 of 5)

• Performance-improving techniques for the star schema include the following

(continued):
− Partitioning and Replicating Tables
 Partitioning splits tables into subsets of rows or columns and places them
close to the client computer
 Replication makes a copy of a table and places it in a different location
 Periodicity provides information about the time span of the data stored in
the table

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 26
whole or in part.
 Knowledge Check Activity 13-2

• What is a data warehouse, and what are its main

characteristics?

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 27
whole or in part.
 Knowledge Check Activity 13-2:
Answer
• What is a data warehouse, and what are its main
characteristics?
• Answer: A data warehouse is an integrated, subject-oriented, time-
variant and non-volatile database that provides support for decision-
making. (See section 13-4 for an in-depth discussion about the main
characteristics.) The data warehouse is usually a read-only database
optimized for data analysis and query processing.

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 28
whole or in part.
 Online Analytical Processing

• Online analytical processing (OLAP) is a BI style whose systems share three

main characteristics:
− Multidimensional data analysis techniques
− Advanced database support
− Easy-to-use end-user interfaces

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 29
whole or in part.
 Multidimensional Data Analysis
Techniques
• A characteristic of modern OLAP tools is their capacity for data to be processed and
viewed as part of a multidimensional structure
− This type of data analysis is particularly attractive to business decision makers
who tend to view business data as being related to other business data

• Multidimensional data analysis techniques are augmented by the following

functions:
− Advanced data presentation functions
− Advanced data aggregation, consolidation, and classification functions
− Advanced computational functions
− Advanced data-modeling functions

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 30
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 Advanced Database Support

• OLAP tools must have the following features to deliver efficient decision support:
− Access to many different kinds of DBMSs, flat files, and internal and external
data sources
− Access to aggregated data warehouse data and operational database detail data
− Advanced data navigation features
− Rapid and consistent query response times
− The ability to map end-user requests
− Support for very large databases

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 31
whole or in part.
 Easy-to-Use End-User Interfaces

• When properly implemented, an analytical interface permits the user to navigate

data in a way that simplifies and accelerates decision making or data analysis

• Advanced OLAP features are more useful when access is kept simple

• Many interface features are “borrowed” from previous generations of data analysis
tools

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 32
whole or in part.
 OLAP Architecture (1 of 2)

• Designed to meet ease-of-use requirements while keeping the system flexible

• Main architectural components

− Graphical user interface (GUI)
− Analytical processing logic
− Data-processing logic

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 33
whole or in part.
 OLAP Architecture (2 of 2)

Figure 13.16 OLAP Architecture

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 34
whole or in part.
 Relational OLAP

• Relational online analytical processing (ROLAP) provides OLAP functionality by

using relational databases and familiar relational query tools to store and analyze
multidimensional data

• ROLAP adds the following extensions to traditional RDBMS technology

− Multidimensional data schema support within the RDBMS
− Data access language and query performance optimized for multidimensional
data
− Support for very large databases (VLDBs)

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 35
whole or in part.
 Multidimensional OLAP

• Multidimensional online analytical processing (MOLAP) extends OLAP

functionality to multidimensional database management systems (MDBMSs)
− MDBMS uses proprietary techniques store data in matrix-like n-dimensional
arrays

• End users visualize stored data as a three dimensional data cube

• Data cubes can grow to n number dimensions, thus becoming hypercubes

• To speed data access, data cubes are normally held in memory in the cube cache

• Sparsity measures the density of the data held in the data cube

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 36
whole or in part.
 Relational versus Multidimensional
OLAP
Table 13.12 Relational vs. Multidimensional OLAP
Characteristic Rolap Molap
Schema Uses star schema Uses data cubes
Additional dimensions can be added dynamically Multidimensional arrays, row stores, column stores
Additional dimensions require re-creation of the data
cube
Database size Medium to large Large

Architecture Client/server Client/server

Standards-based Open or proprietary, depending on vendor
Access Supports ad hoc requests Limited to predefined dimensions
Unlimited dimensions Proprietary access languages
Speed Good with small data sets; average for medium-sized to large Faster for large data sets with predefined dimensions
data sets

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 37
whole or in part.
 Data Analytics

• Data analytics is a subset of business intelligence (BI) functionality that

encompasses a wide range of mathematical, statistical, and modeling techniques
with the purpose of extracting knowledge from data
− Explanatory analytics focuses on discovering and explaining data
characteristics and relationships based on existing data
− Predictive analytics focuses on predicting future data outcomes with a high
degree of accuracy

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 38
whole or in part.
 Data Mining (1 of 2)

• Data mining refers to analyzing massive amounts of data to uncover hidden

trends, patterns, and relationships; to form computer models to simulate and
explain the findings; and then to use such models to support business decision
making

• Data mining focuses on the discovery and explanation stages of knowledge

acquisition

• Data mining consists of four general phases:

− Data preparation
− Data analysis and classification
− Knowledge acquisition
− Prognosis
Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 39
whole or in part.
 Data Mining (2 of 2)

Figure 13.19 Data-Mining Phases

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 40
whole or in part.
 Predictive Analytics

• Predictive analytics focuses on creating actionable models to predict future

behaviors and events

• Predictive analytics employs mathematical and statistical algorithms, neural

networks, artificial intelligence, and other advanced modeling tools to create
actionable predictive models based on available data

• Most predictive analytics models are used in areas such as healthcare services,
customer relationships, customer service, customer retention, fraud detection,
targeted marketing, and optimized pricing

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 41
whole or in part.
 SQL Analytic Functions (1 of 2)

• The ROLLUP Extension

− The ROLLUP extension is used with the GROUP BY clause to generate aggregates
by different dimensions
− It enables subtotal for each column listed except for the last one, which gets a
grand total

• The CUBE Extension

− The CUBE extension is also used with the GROUP BY clause to generate
aggregates by the listed columns
− It enables you to get a subtotal for each column listed in the expression, in
addition to a grand total for the last column listed

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 42
whole or in part.
 SQL Analytic Functions (2 of 2)

• Materialized Views
− A materialized view is a dynamic table that contains SQL query command to
generate rows and stores the actual rows
− It is created the first time the query is run and the summary rows are stored in
the table
− The materialized view rows are automatically updated when the base tables are
updated
− To create materialized views, you must have specified privileges and you must
complete specified prerequisite steps

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 43
whole or in part.
 Data Visualization (1 of 2)

• Data visualization is the process of abstracting data to provide a visual data

representation that enhances the user’s ability to comprehend the meaning of the
data
− The goal is to allow the user to quickly and efficiently see the data’s big picture
by identifying trends, patterns, and relationships

• The Need for Data Visualization

− The ability to zoom in and out, drill down and up, filter, etc. is one of the many
advantages of current breed of data visualization tools
− Another advantage of data visualization is that it makes it easier to understand
data—in particular, large amounts of data

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 44
whole or in part.
 Data Visualization (2 of 2)

• The Science of Data Visualization

− Data visualization has its roots in cognitive sciences, which is the study of how
the human brain receives, interprets, organizes, and processes information
− Data visualization can be used to explore and discover data insights by applying:
 Pattern recognition, spatial awareness, and aesthetics

• Understanding the Data

− In general, there are two types of data:
 Qualitative: describes qualities of the data
 Quantitative: describes numeric facts or measures of the data

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 45
whole or in part.
 Data Lake

• A data lake is a mega data repository that stores all company data (structured,
semi-structured, and unstructured) in its raw/natural format

• The idea of the data lake is to store the data in its raw/natural state before it is
processed

• The data lake can also serve as the source data for data scientists to “fish” for data
relationships and patterns in the raw data before it is processed

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 46
whole or in part.
 Knowledge Check Activity 13-3

• What is data analytics?

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 47
whole or in part.
 Knowledge Check Activity 13-3:
Answer
• What is data analytics?
• Answer: Data analytics is a subset of BI functionality that
encompasses a wide range of mathematical, statistical, and modeling
techniques with the purpose of extracting knowledge from data. Data
analytics is used at all levels within the BI framework, including
queries and reporting, monitoring and alerting, and data visualization.

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 48
whole or in part.
 Summary (1 of 2)

Now that the lesson has ended, you should be able to:

1. Describe the role of business intelligence in providing comprehensive business

decision support

2. Describe the architecture, reporting styles, evolution, and benefits of business

intelligence

3. Differentiate between operational data and decision support data

4. Identify the purpose, characteristics, and components of a data warehouse

5. Develop star and snowflake schemas for decision-making purposes

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 49
whole or in part.
 Summary (2 of 2)

Now that the lesson has ended, you should be able to (continued):

6. Describe the characteristics and capabilities of online analytical processing (OLAP)

7. Describe the role and functions of data analytics and data mining

8. Explain how SQL analytic functions are used to support data analytics

9. Define data visualization and explain how it supports business intelligence

10. Define a data lake

Coronel, Carlos and Morris, Steven, Database Systems: Design, Implementation, and Management, 14 Edition. © 2023
Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in 50
whole or in part.