Data Warehouse and Data Mining

12 IPT

Callum Moran

Callum Moran

12IPT

ASSIGNMENT 1 PART 3: SOCIAL AND ETHICAL

ISSUES
3.1 DATA WAREHOUSES

AND

DATA

MINING

3.1.1 Define data warehouse

3.1.2 Define data mining
3.1.3 State chosen sector:
3.1.4 Explain the use of data warehousing and data mining in
the chosen sector
3.1.5 Evaluate the use of data mining and data warehousing
in the chosen sector
3.1.6 Critically evaluate the use of data mining and data
warehousing in the chosen sector

3.2 BIBLIOGRAPHY

OF

SOURCES

Callum Moran

12IPT

Data Warehouse
A data warehouse is a relational database that is deigned to support
management decisions through the historical data that is collected
for query and analysis. It usually contains historical data derived
from transactional data, but it can include data from other sources.
The term data warehouse generally refers to the combination of
many different databases across an entire enterprise, so multiple
specified databases providing a wide variety of data that can be
analysed through different techniques for patterns through data
mining.
Data Mining
Data mining is the process computer assisted of analyzing
enormous sets of data from different perspectives and extracting
the meaning of the data displaying it into useful information. Data
mining software is one of a number of analytical tools for analyzing
data. It allows users to analyse data from many different dimensions
or angles, categorise it, summarise the relationships identified.
These data mining tools. Predict behaviors and future trends.
Technically, data mining is the process of finding patterns or trends
or any kind of link that the tool can see among the fields in large
relational databases often called data warehouses.
Usages
Data warehouses are used and designed to help often a company
with production or a problem. These warehouses are expensive to
make and require countless man hours to search through but it is
one of the most effective solutions for large business to use to solve
problems, find trends and to see links that provide larger profits and
faster, cheaper production. The large amount of data is stored and
often normalized to reduce data redundancy and make it easier for
the mining tools to search and create the links. If your company is
selling adverting knowing what people are interested in, what they
buy and who your targeting advertisements towards will logically
mean that your doing a better job. The results providing from links
found in the data inside their data warehouse were what were able
to make it possible. Data warehouses are relatively new as we
havent had the computing power and frankly the uses of data
complex data warehouses will solve countless problems in our
future. Just having a data warehouse is just a large amount of
information is meaningless, to make something meaningful from the
mess that is often too complicated for humans to make something

Callum Moran

12IPT

from a system of structured and unstructured analysis is needed.

Data mining comes into the scene here as these tools that do
different things that have been made to scan through the mountains
of information and find meaningful links that can be used by the
business if customer. Data mining is used extensively as companies
have now created a large amount of information and want to find
trends, links and relationships by using pattern recognition
technologies, statistical and mathematical techniques to sift through
warehoused information. An example of the used data mining can
be seen in a supermarket if after the data has been searched it is
shown of Friday there was a correlation between mothers buying
milk and cheese, of fathers buying a case of beer and diapers, Data
mining is still very new and effectively in its infancy, companies in a
wide range of industries including retail, finance, health care,
manufacturing, transportation and aerospace are using data mining
tools to take advantage of historical data.

Critical analysis
Advertising is in our world. We use computers all throughout our
day, we buy food and we are exposed to the forced will of
companies promoting their products. The retail sector uses
advertising aggressively and the use of data mining of warehoused
information is assisting in the choices in the targeting of
information. The purpose of using DW and DM in retail is to find links
between ages, sexes and interests to better target the
advertisements to the targets. This in itself creates ethical issues of
how data is collected and how society wants to be targeted. As seen
in a survey on a SMH article the data collected of their own
information and childrens is an idea that frightens them and is a
part of social and ethical issue of collecting mass data on the public
then selling that information to large cooperations and businesses.
In the retail sector it is all about profits and money the more
information you have the better your company will go and this is
creating more and more importance of the use of DM techniques.
The use of these two in the business is a part of how our society is
changing and we need to decide as a society how our information is
to be used and what we want large corporations out to make money
to have access and be allowed to use. I think thick that the usage of
personal data and reward systems such as a Coles frequent shopper
care are not good, but it is all business and if they need to use DW
and DM to make more money and do what they are doing better
than there is nothing that would stop these corporations. As a whole
the use of DM to allow a business to target its audience better is a
positive and will benefit our society.

Callum Moran

12IPT

Journal
Date
Review
Today
Next
Date
Review
Today
Next
Date
Review
Today
Next
Date
Review
Today
Sign

2/6/2015
We are starting a new assignment as we have completed
the past guided project.
Today we received the assignment and the questions we
will need to answer. I completed an outline and got some
useful websites
Next I well continue working on the assignment
3/6/2015
We have received the project. And I have an outline
completed.
Today I found a very good website that explains the data
mining and data warehousing.
Next I will continue working on the assignment
5/6/2015
I have started on the project
Today I did a example of data mining and data
warehousing in a the retail sector.
Next I will continue to work on this assignment.
6/6/2015
We have worked on this assignment in class during the
week and I have done most of it during these lessons.
Today I will finish the assignment and hand it in tomorrow,
including a bibliography.

Callum Moran

12IPT

Bibliography

Anderson.ucla.edu, (2015). Data Mining: What is Data Mining?. [online]

Available at:
http://www.anderson.ucla.edu/faculty/jason.frand/teacher/technologies/p
alace/datamining.htm [Accessed 5 Jun. 2015].

Statsoft.com, (2015). What is Data Mining, Predictive Analytics, Big Data.

[online] Available at: http://www.statsoft.com/Textbook/Data-MiningTechniques [Accessed 5 Jun. 2015].

Thearling.com, (2015). An Introduction to Data Mining. [online] Available

at: http://www.thearling.com/text/dmwhite/dmwhite.htm [Accessed 6
Jun. 2015].

Callum Moran

12IPT

Webopedia.com, (2015). What is Data Warehouse? Webopedia. [online]

Available at:
http://www.webopedia.com/TERM/D/data_warehouse.html [Accessed 7
Jun. 2015].

Wikipedia, (2015). Data mining. [online] Available at:

http://en.wikipedia.org/wiki/Data_mining [Accessed 6 Jun. 2015].

Wikipedia, (2015). Data warehouse. [online] Available at:

https://en.wikipedia.org/wiki/Data_warehouse [Accessed 3 Jun. 2015].