Management of Information Systems 4 Discussion - Voice Recognition

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Week 4 Objectives

Explain the difference between traditional file organization and the database approach to managing digital data

Explain how relational and object-oriented database management systems are used to construct databases, populate them with data, and manipulate the data to produce information

Enumerate the most important features and operations of a relational database, the most popular database model

Explain the difference between traditional file organization and the database approach to managing digital data

Explain how relational and object-oriented database management systems are used to construct databases, populate them with data, and manipulate the data to produce information

Enumerate the most important features and operations of a relational database, the most popular database model

Understand how data modeling and design creates a conceptual blueprint of a database

Discuss how databases are used on the web

List the operations involved in transferring data from transactional databases to data warehouses

Describe how the web and high-speed Internet connections, and mobile technologies have changed business operations

Explain the functionality of various web technologies

Compare and contrast options for web servers

Explain basic business-to-business and business-to-consumer practices on the web

Explain the relationship between web technologies and supply chain management

Give examples of features and services that successful business web sites offer

Explain how businesses use social media as part of their web strategies

Learn about online annoyances such as spam and adware, and how to protect against online identity theft

Figure 7.2 The hierarchy of data © Cengage Learning 2015

Businesses collect and dissect data for many purposes

Data stored in a database format are easy to access and manipulate

Databases have had a profound impact on business and the creation of a information industry

Database technology integrated with the Internet has significantly contributed to commerce

In the traditional file approach there was no mechanism for tagging, retrieving, or manipulating data

A Database approach provided powerful mechanism for managing and manipulating data

The traditional approach had shortcomings such as,

Program-data dependency,

High data redundancy,

And, Low data integrity

Data redundancy pertains to duplication of data

Data integrity pertains to the accuracy of data

The database approach organizes Data as entities

An entity is an object about which an organization chooses to collect data, such as:

People,

Events,

or Products

A character is the smallest piece of data

A single letter or a digit

A field is a single piece of information about entity

A record is a collection of related fields

A file or table is a collection of related records

Database fields can hold images, sounds, video clips, etc.

A field name allows easy access to the data

Database management system (DBMS) is a program used to:

Build databases,

Populate a database with data,

And manipulate data in a database

Some data sources are:

Transaction processing systems (TPSs),

Source data input devices, such as scanners and RFID,

Web and mobile activities,

Purchased external data,

And Nonoperational transaction data from social media

A query is a message to the database requesting data from specific records and/or fields

A database must be properly secured

Not everyone should have access to all data

Users should have different views of the database, based on the data they are allowed to see

A database administrator (DBA) is the person responsible for managing the database and setting user limits for access to data in the database

Businesses strive to maintain continuous and uninterrupted operations to serve their stakeholders, and preserve their financial well-being

Backup and redundant storage helps ensure continuity of technology infrastructures

Figure 7.5 (cont’d.) A structural representation of a relational database © Cengage Learning 2015

A database model is a general logical structure of how records are stored in the database and relationships between records

Database models differ in how records are linked to each other, and how users can navigate the database, retrieve records, and create records

A relational database model consists of tables

I is based on relational algebra

An attribute is field (or column in the row)

A tuple is a record a row that contains attributes of fields

A relation is a table of records or rows

To design a relational database, you must understand the entities to be stored in the database and how they are related

Tables are independent of each other, but can be related to each other

A key a field whose values identify records

Keys are used to retrieve records

A primary key is a field by which records are uniquely identified

Each record in the table must have a unique key value

Composite key: combination of fields that serve as a primary key

Foreign key: a field that matches to a primary key in another table

Used to link the tables

Types of table relationships

One-to-many relationship: one item in a table is linked to many items in the other table

Many-to-many relationship: many items in a table are linked to many items of the other table

A Table join uses primary and foreign keys in tables to combine data from two or more tables

Relational Operations

Relational operation: creates a temporary subset of a table or tables

Used to create a limited list or a joined table list

Three most important relational operations

Select: a selection of records based on conditions

Project: a selection of certain columns from a table

Join: combines data from multiple tables to create a temporary table

SQL (called Sequel by many) is the query language of choice for DBMSs

Advantages of SQL are:

It is an international standard

It is provided with most relational DBMSs

And It has easy-to-remember, and has intuitive commands

A relational database operation creates a temporary subset of a data from a table or tables

Operations are used to select and retrieve data from data tables

Three of the most important relational database operations are

Select, which selects records based on conditions

Project, which selects certain columns from a table

And, join, which combines data from multiple tables into a temporary dataset

A Schema describes the structure of the database, including:

The names of tables and fields,

Identification of primary keys,

And Relationships between tables

A Data dictionary is a repository of that stores the meanings of fields in the tables of databases. Members of organization can view a data dictionary to understand the purpose of a field.

Metadata is additional details about the data

Metadata can include the source of the data,

Tables related to the data,

Field and index information,

Programs and processes that use the data,

And data population rules, such as what is inserted, or updated, and how often

An entity relationship diagram (ERD) is a graphical representation of all entity relationships

Databases must be carefully planned and designed to meet business goals

Data modeling is analyzing an organization business entities, processes, and relationships and modeling them into tables and fields of a database.

Data modeling is proactive process that develops a conceptual blueprint of the database

Databases on the Web

Web is dependent on databases

Organizations must link their databases to the web

Interface between web and database required

Interface may be programmed in one of several web programming languages, such as:

Java servlets

Active server pages (ASP) and ASP.NET

PHP (Hypertext Preprocessor)

Web APIs (application program interfaces)

The Web is dependent on databases

Organizations must link their databases to the web

Interfaces between the web and databases are required

Interfaces may be programmed in one of several web programming languages, such as:

Java servlets

Active server pages (ASP) and ASP.NET

PHP (Hypertext Preprocessor)

And Web APIs (application program interfaces)

Data collections are used for daily transactions, An accumulation of transaction data is useful

A Data warehouse is a large repository database that supports management decision making

Data warehouses are typically relational

Data in warehouse are collected from transactional databases

A Data mart is a smaller collection of data focusing on a particular subject or department

Figure 7.12 Phases in preparing and using a data warehouse © Cengage Learning 2015

Transactional databases are not suitable for business analysis

They contain only current, not historical, data

A data warehouse requires a large storage capacity

Mainframe computers are often used

Scalability is an issue

Data warehouses grow continually

ETL Extraction, Transformation and Loading phases are involved in transferring data from a transactional database to a data warehouse

During the Extraction phase, data is extracted from transactional databases and saved on the data warehouse server

During the Transformation, phase the data is “cleansed” and the data format may be modified

During the Loading phase, the data is transferred into a warehouse (database)

A properly built data warehouse becomes a single source for all data required for analysis

Data mining and online analytical processing (OLAP) use data in data warehouses

Managers extract business intelligence for decision making

Figure 8.1 HTML and XML code: XML provides a method for describing or classifying data in a webpage

Web business is growing and changing.

Ford Motor Company is a world leader in automobile manufacturing

It employs 197,000 people, in 67 plants around the world

In 2010, Ford targeted a younger, tech-savvy audience in its social marketing strategy of the Ford Fiesta

Response was a positive online attitude An anonymous authors stated that with social media, if you aren’t using, you’re losing.

Let’s discuss a few Web technologies.

Several standards and technologies enable the Web to deliver rich information

HTTP, HTML, XML

File Transfer

Blogs

Wikis

Podcasting

Hypertext Transfer Protocol (HTTP) is used to transfer and download web information

HTTPS (HTTP Secure) is used for confidential data exchange

A Uniform Resource Locator (URL) is a unique address given to each web site

An IP address is a special numeric address

A Domain name is a unique name for a web site, constructed with letters

A Top-level domain (TLD) is the last part of URL

Hypertext Markup Language (HTML) helps developers create Web page. It determines look and location of content on a webpage.

Extensible Markup Language (XML) enables creation of various data types. It conveys the meaning or content of data

XHTML is a combination of XML and HTML. It uses opening and closing tags to control the format

HTML5 is the newest version of HTML/XML

File Transfer Protocol (FTP) transmits whole digital files

FTP facilitates downloads from websites

Can transfer most types of files,

And can be used to place files on a server for shared use,

Blog is the contraction of “web log”

Blogs invite visitors to post opinions and art

Blogs focus on a topic or set of topics

Trackback is a tool that notifies bloggers when their posts have been mentioned elsewhere on the web

Blogs are often used by businesses

The importance of blogs to commercial organizations is to find out what blog participants think and say about the organization

Wiki is derived from Hawaiian, meaning “quick.” It is a web application that enables users to add to and edit the contents of web pages

All the software required to edit the web pages is embedded in the pages themselves

Wikipedia is a popular online encyclopedia

Wiki technology is a popular ingredient in groupware , software used for collaboration

A Podcast is a published audio or video recording on the web for download

Podcast are usually on a subscription basis

Some uses of podcast are:

“Time-shifted” broadcast of radio station programs for later listening,

Audio tours in museums,

Lectures in distance learning courses,

Apple’s iTunes products and services,

Variety of content,

And many podcast media files are free

A Massively open online course, a (MOOC), is a new education delivery approach that combines traditional course materials with Web-enabled interactive forums for educators and students.

Instant messaging (IM) is “real-time” messaging that enables chatting online through mobile and traditional devices. IM enable chat room communication within a group

Examples of software applications with expanded communication tools are

Skype,

ooVoo,

, and Wiggio

Some free applications for IM are

AIM: AOL instant Messenger,

Yahoo! Messenger,

MSN Messenger,

And ICQ,

Business uses include sales and support.

A Cookie is a small file that stores information about a web site visitor on the visitor’s computer

Cookies can records the surfer’s ID,

Store a surfer’s preferences,

provide convenience to consumers,

Can be temporary (single session) or permanent,

And have potential for intrusion into surfer privacy

Clickstream tracking tracks a surfer’s clicking activities

Spyware traces and reports online behavior

Proprietary technology is intellectual property of the developer; not free for all to use

Examples are

Local search engines,

Shopping cart applications,

Wish lists,

Video streaming tools,

and tools to analyze and predict web visitor behavior, especially shopper behavior

Web-Enabled Business

Web-enabled business are classified according to the interacting parties

Business-to-business (B2B)

Business-to-consumer (B2C)

Business-to-government (B2G)

Additional classifications

Government-to-consumer

Government-to-business

Consumer-to-consumer (C2C): a form of B2C

Web-enabled businesses are classified according to the interacting parties

Business-to-business (B2B)

Business-to-consumer (B2C)

Business-to-government (B2G)

Additional classifications are

Government-to-consumer

Government-to-business

And Consumer-to-consumer (C2C): a form of B2C

Business-to-business (B2B) is trading between businesses only

B2B forms include advertising such as

Search advertising when advertisements placed on a search site results page

And Banners where images are placed on web sites that link to a site selling a product or service

An Impression occurs when a banner is displayed

Reach percentage is the percentage of web users who visited a site in the past month

Search engine optimization (SEO) influences the major search engines to rank an online search entry higher

An Intranet is a network used only by employees of an organization

An Extranet: network shared by employees of different organizations, for example, business partners

An exchange is an extranet for organizations that deal in products and services of a particular type

The exchange operator profits from transaction fees

Exchanges are limited to subscribers

Auctions sell a great variety of items

The sellers post items for sale and buyers view and respond through bidding

Electronic marketplaces bring markets closer to perfect markets

No single buyer or seller affects the price

Online business alliances are companies, in the same industry, that collaborate in establishing a website for one or several purposes

Online business alliances create buying power by consolidating purchases,

And create a single place for customers,

Figure 8.4 Online shopping benefits © Cengage Learning 2015

Business-to-consumer (B2C) is trading with the general public

E-tailing is online retailing to consumers, it extends brick-and-mortar businesses’ “storefront”

Pure play is retailers that operate only online

Fulfillment activities are picking, packing, shipping

Consumer profiling is knowing customers better by gathering information about their online activities. Some consider this a violation of privacy

Many online businesses offer affiliate programs to website owners. A Link to the e-tailer is placed on the website

Affiliate compensation can be Pay per sale, pay per click, or pay per lead

Coopetition is a step beyond affiliates when competitors are featured at the same site for example, Amazon.com

Coopetition attracts more shoppers to the site

Fees are obtained from affiliated companies

Mobile advertising is growing due to smartphone and network adoption

Auction sites are a hub for consumers to buy and sell, for example eBay

Reverse auction is a name-your-own-price auction for example, Priceline

Content providers offer information such as news, research results, statistics, etc., or artistic work (music, pictures, and video clips)

Electronic bill presentment and payment (EBPP) provides online bills and payment options for customers

Phishing is a type of fraud involving a fake web site

Extra-organizational workforce is labor from a larger pool that companies utilize.

Crowdsourcing is a process for outsourcing a variety of tasks to a distributed group of people, both online or offline

Mobile commerce (or m-commerce) is business conducted on mobile devices

A key mobile application is delivery context-specific information

Mobile commerce allows mobile device users to experience an event and react immediately

M-commerce also raises privacy concerns with GPS provided location tracking and Identity theft is a threat

Social media on the Web has widespread influence on consumers and business organizations

Popular social media companies are Facebook, Twitter, Instagram, and Foursquare

Social media can be leveraged for:

Additional advertising,

Brand and product exposure,

And Immediate communication with consumers,

Social media strategies must be well-organized and coordinated

Figure 8.6 Online supply chain management © Cengage Learning 2015

Supply chain management (SCM) systems may be connected to the Web to allow suppliers to participate directly

XML allows companies to set standards for data exchange

Electronic Data Interchange (EDI) is a system used for electronic document exchange initially implemented through exchange value-added network (VAN) companies

Can be executed on the Internet

Options in Establishing a Website

Website: web pages that make up information and links to the site provider’s web technologies

Internet server: a computer connected to the Internet backbone

Businesses’ choices for a website

Install and maintain their own web servers

Contract with a web hosting service

A website contains web pages that display information and link to the site provider’s web technologies

An Internet server is a computer connected to the Internet that handles requests for hosted websites

Businesses’ choices for a website

Are Install and maintain their own web servers

Or Contract with a web hosting service

Considerations for owning and maintaining a server are,

It can be Costly,

It provides the greatest degree of control,

It requires expertise to set up and maintain,

You must obtain a high-speed connection to the Web,

Load balancing transfers data requests from a busy server to a less busy server,

Mirror servers are servers with duplicated content and applications that speed up and back up the process,

Using a hosting service is another option

Web hosting is a web server managing service

Types of web hosting are,

Shared hosting which stores the client’s Web site on the same physical server as other clients

Virtual private server hosting simulates a single server, allowing a client to have its own domain name

Dedicated hosting gives the client can fully control the content on a rented dedicated server’s disks

A Co-location service allows a server owned and managed by a client to be co-located with other clients’ servers in a secure physical location

Dynamic webpages enable communication between visitors and a site’s database

Content management systems (CMSs) can be used for building and maintaining content rich websites

Compare host vendors using a point system

Factors to consider when selecting web host

Is the use of database management system allowed?

Storage space capacity

Technical and web site design support

Scalability

Security, physical and virtual

Availability, the minimize downtime

And Setup and monthly fees

Several elements are essential to conducting business on the Web, some of them are

An Inquiry interface that connects to database to allow a user to search a catalog of products or services

An order processing application that includes credit-card verification

and an order-fulfillment system that picks, packs, and ships

Business success depends on availability and use of proper software

Elements needed to support B2C commerce

A method of targeting customers

Capture of the customer’s complete experience

Personalizing the service

Shortening the business cycle

Letting customers help themselves

Being proactive and preventing a product from becoming a commodity

Target the customers needing your products and services

The most important effort of marketing is identifying the sites that your audience frequently visits

Consider blogs and podcasting sites for advertisement placement

Capture the Customer’s Total Experience by using cookies to record shopper’s movements within the site

Use CRM software to create consumer profiles

Shopper experience becomes an asset of business, allowing for:

Fine-tuning of the product portfolio

Tailoring of web pages to individual customers

Individual e-mails to shopper offering products of interest

Personalize the service. CRM software and web page customization software can be combined to:

Personalize web pages shown to a customer

Allow the customer to select the type of e-mail content desired

Respect visitor privacy by offering opt-in rather than opt-out

Allow the customer to tailor products to be purchased

Shorten the business cycle. Customers like saving time via web business

Fulfillment is a major challenge for businesses

Activities after a customer places order are important.

Fast shipping is desired because:

It produces higher customer satisfaction

And, the business will collect payments faster

The entire fulfillment process can be outsourced to fulfillment organizations such as:

UPS’s e-Logistics

FedEx’s Supply Chain Services

Let customers help themselves. Self-service is a concept that uses the customer’s ability to determine the timing and services of their consumer needs through a website

Self-service saves labor, and encourages customer loyalty

E-mail messages sent to customers with information about orders and how to track them

Online FAQs allow customers to find answers to common questions

Be proactive and De-commoditize. Prompt e-mail replies expected

Proactive alerts are expected for changes in orders or services, or product recalls

Automatic reordering features are desirable

Businesses must take initiatives to de-commoditize products

A commodity is a product sold at roughly the same price by many vendors (no differentiation)

Addition of features or services prevents a product from becoming a commodity by creating differentiation

E-commerce is every commerce. Web technologies have been highly integrated into the business world

It is difficult to identify which business activities are on the Internet and which are not

The Web has been highly integrated into daily activities of customers.

Commerce and e-commerce generally have the same meaning today

Summary

Organizations collect vast amounts of data

Database approach has several advantages over traditional file approach

Character: smallest piece of data

Field: made up of multiple characters

Record: collection of related fields

File: collection of related records

Database management system (DBMS): tool to construct databases

Databases organize and collect vast amounts of data

A database approach has several advantages over the traditional file approach

A character is the smallest piece of data

A field is made up of multiple characters

A record is collection of related fields

A table is a collection of related records

A database management system (DBMS) is a tool used to construct databases

Relational and object-oriented database models have different advantages

Keys are used to form links among entities

Primary keys are used to uniquely identify records in a table

Structured Query Language (SQL) is an international standard for querying databases

Database designer must design a schema to construct a database

Database designers conduct data modeling and create entity relationship diagrams to plan databases

Many databases are linked to Web

Data warehouses contain huge collections of historical transaction data

Data stored in warehouses require extraction, transformation, and loading (ETL)

Invasion of privacy is exacerbated by database technology

Big Data is the collection and storage of ever-more detailed quantities of data

Some industries have changed drastically due to web technologies

HTTP is an Internet standard controlling web server addresses

HTTPS is a secure version of HTTP

XML is a standard for description of data

Blogs enable people to create discussion Web pages

Cookies help websites personalize the visitor’s experience

Many web technologies are proprietary

A business can maintain its own web server or use a web hosting service

Organizations should consider several factors when selecting a web host

Web-enabled commerce is classified into B2B and B2C

B2B trading relies on electronic data interchange (EDI) and XML

Mobile commerce needs to be considered in any online business strategy

Online businesses must adhere to several factors to be successful

Spam and spyware are online annoyances

Phishing is a pervasive fraud crime