Data Warehouse - Concept and Fundamentals: Sridevi

Data warehouse –
Concept and Fundamentals
Sridevi
BOAWMII2
Agenda
 Why Needed
 The Value Pyramid
 What is Data warehouse?
 Features, Goals and Applications
 Stages
 A Typical Data Warehouse
 ETL Process & Tools
 OLTP vs. Data Warehouse
 Modeling Constructs
 Entity Relationship Diagram
 Star schema
 Snow flake schema
 Benefits of Data warehousing

 Products and Vendors
 Conclusion
 Terminology and References
Why Needed
Earlier
 Small Organizations.
 Less number of records.
Current Business Environment

 Large Organizations.
 Number of records in millions.
 Heterogeneous source of data.
 Need to make quick and effective strategic decisions
 Ever Changing
 Chaotic
 Global
 Competitive advantages stems from well informed decisions
 Based on an understanding of:
 Products
 Customers Preferences
 Competition
 Company strengths
The Value Pyramid
Each layer provides

Value en route to a
targeted business Business Outcomes
Outcome
Actions
Decisions
Knowledge
Increased revenue
Increased productivity
Information
Reduced costs
Competitive advantage Data
What is Data Warehouse?
•A Data Warehouse is a repository of integrated

information, available for queries and analysis for
business users.
•Data and information are extracted from heterogeneous

sources (RDBMS, Flat files etc.) as they are generated.
This makes it much easier and more efficient to run
queries over data that originally came from different
sources.
Some more definitions
 A collection of integrated, subject oriented databases
designed to support the DSS function where each unit of
data is relevant at some moment of time (Inmon 1991)
 A copy of transaction data specifically structured to
Query and Analysis (Kimball 1996)
 Data Warehouse is NOT a specific technology
 It is a series of processes, procedures and tools that
help the enterprise understand more about itself, its
products, its customers and the market it services.
 It is NOT possible to purchase a Data Warehouse
 But, it is possible to build one.

Features
Non Volatile - Used mainly for reporting purpose and it is independent of
transactional data.
Subject Orientation- All relevant data is stored together. Ex: Sales, Finance,
Marketing, Customer data etc.
Historical data- Can contain data of several years depending on company

requirements.
Data warehouse is a concept. Not a product
Set of Hardware and Software components used to analyze massive amounts of

data.
Intelligent way of managing Data.
Data->Information->Knowledge->Decision
Goals and Applications
 Goals of a Data Warehouse

 Provide reliable, High performance access
 Consistent view of Data: Same query, same data. All users should be
warned if data load has not come in.
 Slice and dice capability
 Quality of data is a driver for business re-engineering.
 Data Warehousing Applications:

 Customer Profitability Analysis
 Customer satisfaction and retention
 Buyer behavior.
 Pricing, Promotion Analysis
 Market research
 Inventory optimization
Stages of Data warehousing
Heterogeneous Extraction, Business

Source Systems Transformation & Intelligence
Loading (ETL)
Query &
Reporting
Operational
Staging
Legacy Area Data OLAP
Warehouse
External
Data Mining
A Typical Data Warehouse
Data Warehouse
Summarized Data Facilitates in firing
Meta Data queries on detailed
data.
Detailed Data
Data Data Data Data marts contain

Mart Mart Mart data specific to a
subject.
ETL Process
 The process of extracting data from source systems and
bringing it into the data warehouse is commonly called
ETL, which stands for extraction, transformation, and loading.
 The acronym ETL is perhaps too simplistic, because it omits the

transportation phase and implies that each of the other phases
of the process is distinct.
Refer to it as entire process,including data loading, as ETL. You
should understand that ETL refers to a broad process, and not
three well-defined steps.
What happens during the ETL process?
During extraction, the desired data is identified and
extracted from many different sources, including database
systems and applications
Very often more data, is extracted so the identification of the
relevant data will be done at a later point in time.
Depending on the source system's capabilities (for
example, operating system resources), some transformations
may take place during this extraction process.
After extracting data, it has to be physically transported to
the target system or an intermediate system for further
processing.
Depending on the chosen way of transportation, some
transformations can be done during this process, too.
ETL Tools
Major ETL Tools are:
•Informatica Power Mart

•Informatica Power Center
•DP Warehouse
•Oracle Express
•Data Mirror
OLTP vs. Data Warehouse
OLTP system runs the business, Data Warehouses tell you how to run the business
Characteristic OLTP Data Warehouse

Orientation Transaction Analysis
Data Access Record at a time Set at a time
Updates Frequent & Periodic & Scheduled
Unscheduled
Response time Seconds required Minutes acceptable
Concurrent users Many Few
Availability Guaranteed As needed
Data structures Highly normalized Often de-normalized
Data nature Current historical
If most of your business needs are
 To report on data in a single transaction processing system
 All the historical data you need are in the system
 Data in the system is clean
 Your hardware can support reporting against the live system data
 The structure of the system data is relatively simple
 Your firm does not have much interest in end user ad hoc
query/report tools
Data warehousing may not be for your business!!

Modeling Constructs
 Entity Relationship Diagram

 Star schema
 Snow flake schema
Within the implementation of a warehouse, several of these

constructs may be integrated to form an optimal design
Entity Relationship Diagram
 Based on set theory and SQL
 Highly normalized
 Optimized for update and fast transaction turnaround
 Not suited for querying in a data warehouse environment
 Diagrams like these are very difficult for users to visualize and
memorize.
Star Schema
 A central fact table surrounded by a number of dimension
tables.
 Dimensions are business entities on which calculations are
done. They can be numeric or alphanumeric.
Example: Product table comprising brand name,
category, packaging type, size.
 Facts are numerical measurements of business with
respect to dimensions. They are numeric and additive
(sum able across any combination)
e.g. A sales fact table could contain time, product and store
key along with dollars sold, units sold, dollars cost.
Snow Flake Schema
 Normalized version of the star schema with the addition of
normalized dimension tables.
 Normalization helps to reduce redundancy in the dimension

tables, but affects performance and user comprehension.
Benefits of Data warehousing
 Helps in efficiently converting huge stacks of data into

information and further into better business decision
making.
 Develop applications quickly on changing needs ensuring
highest returns on your investments.
 Analyzing daily sales information.
 Competitive edge to Company.
Products and Vendors
 Data Warehouses
 Oracle
 Sybase
 DB2
 OLAP tools
 Oracle Express
 Hyperion Essbase
 Data Mining
 Oracle Darwin
 IBM Intelligent Data Miner
 Querying & Reporting
 Oracle Discoverer
 Business Objects
 Brio Enterprise
Conclusion
 Not just storage of data

 Also an architecture and tool for query and analysis.
Terminology
Data Mart - Contains Data about a specific subject. Eg. Official
data, Customer data, Campaign data etc.
Data Cubes - Central object of data containing information in a

multidimensional structure.
Data Cleansing - Regular cleaning of data.
ETL - Extraction, Transformation and Loading of Data.
Data Mining - A mechanism which uses intelligent algorithms to

discover patterns, clusters and models from data.
Terminology
Metadata - Data about data. Describes the data stored in Data
warehouse.
There are two views of Metadata
 Business – are warehouse attributes and properties for use by business
users
 Technical – describe data flow from Operational systems into the data
warehouse
OLAP
 Online Analytical processing
 Tool(s) for Analytical Reporting including Graphical capabilities.
References
 www.datawarehouse.com
 www.techguide.com
 http://192.168.118.118/ebiz/
 www.siebal.com

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Data warehouse –

Concept and Fundamentals

 Snow flake schema

 Benefits of Data warehousing

Current Business Environment

Each layer provides

•A Data Warehouse is a repository of integrated

•Data and information are extracted from heterogeneous

 But, it is possible to build one.

Historical data- Can contain data of several years depending on company

Data warehouse is a concept. Not a product

Set of Hardware and Software components used to analyze massive amounts of

Intelligent way of managing Data.

 Goals of a Data Warehouse

 Data Warehousing Applications:

Heterogeneous Extraction, Business

Data Data Data Data marts contain

 The acronym ETL is perhaps too simplistic, because it omits the

•Informatica Power Mart

Characteristic OLTP Data Warehouse

 All the historical data you need are in the system

 Data in the system is clean

 The structure of the system data is relatively simple

Data warehousing may not be for your business!!

 Entity Relationship Diagram

Within the implementation of a warehouse, several of these

 Normalization helps to reduce redundancy in the dimension

 Helps in efficiently converting huge stacks of data into

 Not just storage of data

Data Cubes - Central object of data containing information in a

Data Cleansing - Regular cleaning of data.

ETL - Extraction, Transformation and Loading of Data.

Data Mining - A mechanism which uses intelligent algorithms to

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