Page 131 - DCAP402_DCAO204_DATABASE MANAGEMENT SYSTEM_MANAGING DATABASE

Database Management Systems/Managing Database

Notes After establishment of OLTP Systems, reports and summaries can be drawn for giving
inputs to decision-making process and this process is called online analytical processing
(OLAP).
For better customer relationships management strategy, the call centres and
datawarehouses must be fully integrated. Datawarehouse works as a strategic tool for
decision-support which requires lot of time for establishment, and needs to be updated
with operational information on daily weekly or monthly basis.
Datawarehouse is used for proactive strategies formulation in critical & complex situations.
A number of CRM vendors are advocating for single integrated customer database which
includes call centre, web sites, branches and direct mail, but it lacks in analytical functioning
of datawarehouse. This Database can't be expanded also, and carry decision support
operations on call centre Database becomes slow & the query processing and inquiries
handling operations also become slow & inefficient for agents dealing with customers.
Datawarehouse is must for identifying most profitable & loyal customers and those
customers can be offered better customized services which increases the chances of
additional profits.
Although call centre systems & datawarehouses are altogether different systems yet
dependant on each other to fully exploit their potential respectively.

Questions
1. Explain OLTP & OLAP processes with their respective advantages.
2. How the response time in performing OLAP queries can be improved?

3. Explain the importance of regular updation of data in a datawarehouse.
4. Explain the role of datawarehousing in the functioning of a call centre.
5. "Datawarehouse works as a strategic tool for decision support". Comment.

Source: Management Information System by Dharmenda and Sangeeta Gupta

7.9 Summary

 As database is a collection of tables and tables are collection of fields and fields are
collection of data items, so to design the database we have to follow certain rules on the
data or information.
 To design an efficient database we have to rake all measures in the beginning, so these
measures are taken according to rules.

7.10 Keywords

Foreign Key: A foreign key is an attribute that completes a relationship by identifying the parent
entity. Foreign keys provide a method for maintaining integrity in the data.
Functional Dependency: A functional dependency is a one-way relationship between two
attributes (or two sets of attributes) A and B in a relation R such that at any given point of time,
for each unique value of attribute A, only one value of attribute B is associated with it.
Normal Forms: Normalization is based on the concept of normal forms. A table is said to be in
a particular normal form if it satisfies a certain set of constraints defined for that normal form.

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