San Francisco DAMA Newsletter

Data Management Association, Inc.
San Francisco Bay Area Chapter
268 Bush Street, Suite 2523
San Francisco, CA 94104

July 2004 Newsletter

[directions] [ presentation]  [ notices]  [ resource corner] [ schedule] 

DAMA Board

Dan Weller
APL, Limited
(510) 272-8126

Satwant Bal
Pacific Bell
(925) 867-6498

Francois Cartier
(650) 588-2470


Lynn Johnston
Pacific Bell
(925) 823-9572

Sheila Goodson
Wells Fargo Bank
(925) 686-7148

Thomas J. Gaffney

Wendy Wood
Pacific Bell
(925) 823-8042

July 2004 MEETING

Wednesday, July 7, 2004 at:

APL Limited
1111 Broadway, Training Rooms 2 & 3 (1st Floor)
Oakland, CA


8:30 9:00 Continental Breakfast

9:00 9:15 Welcoming Remarks

9:15 10:15 Making Data Management Relevant to the Enterprise

10:15 10:30 Break

10:30 11:45 Continued Presentation

11:40 12:00 Questions and Wrap-up

12:00 Lunch Restaurant to be announced at the meeting






"They are able because they think they are able.

- Virgil

Information Resource Management: Setting Standards for Excellence



Directions to this month's meeting:

APL Limited
1111 Broadway, Training Rooms 2 & 3 (1st Floor)
Oakland, CA

APL is on the corner of 11th Street and Broadway in downtown Oakland

From the East Bay:

From Highway 24 (proceeding westbound):
Continue on 24 until it becomes Highway 980. Exit at 12 th St. exit and turn left on 11 th St. Go over freeway, proceed 4 blocks to 11 th and Broadway.

From 880 (proceeding northbound) :
Exit at Broadway in Oakland. At bottom of exit, turn right onto Broadway and go about 6 blocks to 11 th and Broadway.

From Bay Bridge (proceeding eastbound)

Take Highway 580, the middle choice, and take the Highway 980 exit. Exit from 980 at the 12 th St. exit and turn left onto 11 th St. Go over the freeway, proceed 4 blocks to 11 th and Broadway

From Highway 80 (proceeding southbound, or what they call westbound)

As you approach the Bay Bridge, take Highway 580 eastbound, the left choice, and take the Highway 980 exit. Exit from 980 at the 12 th St. exit and turn left onto 11 th St. Go over the freeway, proceed 4 blocks to 11 th and Broadway


Exit 12th Street/Oakland City Center Station


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Survival-101: Making DM Relevant to the Enterprise.

Data management must be visible and relevant to the enterprise and its executives for it to survive. The temptation to cut DM staff, or outsource it is far too strong in some organizations. Executives generally don't understand data architecture (a severe abstraction) nor meta-data. They may accept data warehousing (when the project has been a success). How do you make data
management relevant?

We will review a 5-tier model of IT to show the widening range of functions (and personality types) involved in IT. We will show how data architecture fits in and continues to be a crucial aspect of the business. Data architecture compatibility thus becomes a key criteria for the evaluation and selection of business software applications (such as ERP packages). Often these decisions are made at too high a level, and DM is consulted too late.

We will look at ways to use DM (and the data warehouse) to "stay engaged and immersed" in the life of the enterprise. Introverts are at risk. You must be out there, listening to what decisions and issues are confronting the enterprise, and offering direct and immediate solutions--not merely "back office" support for the DBA and programming projects. We will look at some simple techniques in exploiting meta-data and data warehousing to make the DM function irreplaceable.

Michael Scofield is a popular speaker and author with expertise in data architecture, data warehousing and data quality. He is Assistant Professor, Health Information Management at Loma Linda University in southern California.
Previously, he was Vice President and Manager of Information Quality for Home Savings of America (Los Angeles). He holds an MBA degree from UCLA.
His articles on data architecture and data quality techniques have been published in Information Week, IBI System Journal, Data Management Review, and the Database Newsletter. His speaking engagements include DAMA-International conferences, Meta-data Conferences in London and the U.S., various DAMA chapters, DB2 user groups, and The Data Warehousing Institute. He also writes humor, published in the Los Angeles Times and other journals




- Business Intelligence Tutorial by IBM - This tutorial provides an end-to-end guide for typical business intelligence tasks. It has two main sections: data warehousing and multidimensional data analysis.

- DM Review magazine -

- DAMA International -

- Data Administration Newsletter -

- Data Modeling -

- Data Warehousing -

- General data administration discussion group that have over 500 members. There are hundreds of topics available for browsing or you can start your own thread. -

- Modeling tool specific discussion groups along with a generic data modeling discussion area. -

- Real-World Decision Support (TWDS) Newsletter --

- Ron Ross' Business Rules Journal - -


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2004 SF DAMA Meetings Schedule
All meetings start at 8:30 a.m. and are at the following location unless otherwise noted.)


Topic / Location

August 4, 2004

September 1, 2004

October 6, 2004

November 3, 2004

December 1, 2004

David Plotkin (RDBMS vs. XML: Comparing the Technologies to be held at SBC-San Ramon)

Peter Tran (Enterprise Information Integration - EII to be held at SBC-SFO)

Chris Date (topic to be held at SBC-SFO)

speaker tbd, location SBC



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