San Francisco DAMA Newsletter

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

November 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

November 2004 MEETING

Wednesday, November 3, 2004 at:

370 Third Street, EMBARC Room
San Francisco, CA


8:30 9:00

Continental Breakfast

9:00 9:15

Welcoming Remarks

9:15 10:15

Business Intelligence Middleware, Certive Corporation

10:15 10:30


10:30 11:45

Continued Presentation

11:40 12:00

Questions and Wrap-up

12:00 Lunch

Restaurant (to be announced at the meeting)



DAMA DAY 2004 coming in December !

"They are able because they think they are able.

- Virgil

Information Resource Management: Setting Standards for Excellence



Directions to this month's meeting:

370 Third Street, EMBARC Room
San Francisco, CA

From the East Bay:
Take the Harrison St exit on the left toward Embarcadero, Turn left onto Harrison St.,
Turn right onto 3rd St.

From the Peninsula:
Take I-80 E towards Bay Bridge/Oakland/Seventh St/US-101N, Merge onto I-80E, Take the Fourth St exit towards Embarcadero, Merge onto Bryant St, Turn left onto 3rd St.

Exit the Montgomery BART station. SBC is three blocks south of Market


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Business Intelligence Middleware

The budgets, staffs and tools of today's corporate intelligence infrastructure are being pushed past their limits. Skyrocketing organizational demand for intelligence - coupled with exploding data volumes, sources and types - are beginning to overwhelm today's silo-based architecture. In this session we will learn how emerging technologies like business intelligence middleware will reshape the corporate data architecture, overcoming these challenges to deliver information agility, scalability and simplicity within existing resource and budget constraints.

Peter Mauel
Senior Vice President of Sales and Marketing

As Senior Vice President of Sales and Marketing, Peter Mauel is responsible for creating the company's positioning and brand awareness, as well as driving the company's growing revenues by forging new customer relationships among Global 3000 enterprises. Prior to joining Certive, Mauel was chief executive officer of Allerez Corporation, a provider of real-time analytics software that was acquired by Mercury Interactive in July 2003. Before Allerez, Mauel was the senior vice president of worldwide sales at Brio Software, where he led the development and execution of the company's worldwide sales strategy. Under his leadership, Brio increased the company's average deal size by 500% in the strategic sales group, and increased channel revenue to 30% of total corporate revenue. Prior to Brio Software, Mauel was the vice president of customer relationship management (CRM) application sales for Oracle Product Industries (OPI), where he developed and managed the go-to-market strategy, solutions sales and partner relationships for the OPI CRM applications. Before Oracle, Mauel was a partner at Grant Thornton, where he led and built the western region CRM practice, as well as the National Siebel practice. Mauel was also a senior manager at Ernst & Young where he was a member of the high technology and manufacturing revenue team that focused on improving the company's customer service, sales and marketing processes. Mauel holds an MBA in finance and strategy from the Mclaren School of Business at University of San Francisco.

Co-Founder & CTO

Was active in the computer industry for over 16 years before joining Certive. He founded three successful software companies, including Relevance Technologies (co-founded with Ford Goodman and acquired by Documentum in 1998), Common Knowledge (acquired by CE Software in 1995) and Ann Arbor Softworks (acquired by Ashton-Tate in 1988). Scott is also an investor, mentor and board member to a number of startup technology businesses in Silicon Valley.



We expected your annual SF DAMA renewal invoices to be emailed to all individual members and our corporate contact in early August. However, they should be on their way in the next week or so. We are excited that this year you will have the option of using PayPal for the payment as well as our usual acceptance of checks and paper credit card payments. The use of PayPal will greatly enhance our collection and record-keeping processes, as well as making it easier for you to pay. The fees are unchanged from last year: $65 for individuals and $200 for corporate memberships.

We are in fairly good shape right now with speakers for Oct, and Dec already lined up. We need someone for our November speaker and then monthly speakers for Feb through Nov 2005. So, the job is fairly easy to start, then it gets more demanding once we get into next year.

Some things to consider if you are interested in becoming the SFDAMA Program Director.

  • Do you have any ideas on they general types of programs you would like to create?
  • Do you prefer member speakers versus vendor presentations?
  • How about a vendor fair, or tool bake-off ?
  • Should be have a theme for a series of meetings or should be just pick whomever we can line up?
  • Are you able to attend most of the meetings?
  • Are you comfortable introducing the speaker and maybe leading a door prize drawing at the end of the meeting?
  • Can you stay for lunch? (We normally buy lunch for the speaker, but the cost of your lunch is not included.

There are several benefits associated with the position:

  • You will get to work with a great bunch of fellow board members.
  • You get a free dinner at each board meeting (normally in downtown Oakland, every 3 months).
  • You get free admission to our DAMA Day.


- 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

December 1, 2004



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