Francisco DAMA Newsletter
Data Management Association, Inc.
San Francisco Bay Area Chapter
268 Bush Street, Suite 2523
San Francisco, CA 94104
June 2006 MEETING
Wednesday, June 7, 2006 at:
San Francisco, CA 94080
Elections for the office of Secretary
Data Acquisition and
Jamie Jones, Genentech
Questions and Wrap-Up
| 12:00- Lunch
Restaurant (to be announced at the meeting)
thanks to Brainstorm. We will be raffling off some 2-day conference
tickets at the meeting for the upcoming August 27-28 Brainstorm SF
Conference. See further details at their website Brainstorm-Group
are able because they think they are able."
Resource Management: Setting Standards for Excellence
Directions To This Month's Meeting:
611 Gateway Blvd
South San Francisco, CA 94080
Genentech is located North of the San Francisco International Airport,
off Highway 101
From the East Bay:
|Take Highway 580W
towards San Francisco.
Take I-80W to San Francisco, I-80 becomes 101 South to San Francisco.
Take the OYSTER POINT BLVD EAST exit - EXIT 425B.
Turn Slight Right onto Oyster Point Blvd. (<0.1M)
Turn Right onto Gateway Boulevard (0.3M)
For those returning to the EAST Bay please check the Bay Bridge status
prior to deciding to drive. There is major construction work
on the bridge during weekends the next couple of weeks.
checking the status prior to driving would be advisable.
You can find the
information at www.511org
From the Peninsula:
|Take 101 North towards
Take the exit towards Oyster Point Boulevard (after the SFO airport)
Turn Slight Left (<0.1M)
Turn Right onto Oyster Point Boulevard (0.1M)
Turn Right onto Gateway Boulevard (0.3M)
a shuttle from the Glen Park station. You can board the
shuttle on the north side of the station (Bosworth Street).
In the morning, the shuttle leaves the station at 7:25, 7:40,
7:55, 8:25, 8:40, 8:55, 9:25, 9:40 and 9:55. It should arrive
at 611 Gateway Blvd
(Genentech Building 83) about 21 minutes later.
exiting at the South San Francisco station, board the BART South San
Francisco shuttle at BART Shuttle Stop #6. They leave the
BART station at 7:10, 7:40, 8:10, 8:40, 9:10 and 9:40, and arrive at
Building 83 (611 Gateway Blvd)
about 11 minutes later.
Genentech shuttle bus to BART has a placard announcing
‘Genentech’ and the Genentech campus buildings it
serves. This is posted on the window next to the stairs that
go into the bus, but not always visible. Please ask if you do
not see a sign.
shuttle for the return trip does not start until 3:30 pm. For
those who would like to leave after lunch, a private mini-van that fits
six will be available. Please
indicate to Raj Manickam when you RSVP if you would like to utilize
|Sorry there are no MUNI
options for arriving at this location.
of SF-DAMA Secretary Position:
secretary of the
corporation shall be responsible of keeping a record of the presence,
the motions, the nominations, and results of elections presented at
meetings of the officers of the corporation, and of the directors, and
at the business part of the meetings of members; the
secretary shall be responsible of ensuring that record is made
available to the next meeting of the same for possible corrections and
approval before the record of such meeting be entered in the corporate
secretary is elected by the assembly of members as one of the officers
of the corporation, and is a voting member of the board of directors.
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Acquisition and Quality Assessment
By Jamie Jones, Genentech Inc.
businesses, success is dependent upon their ability to react quickly
based on accurate information. For Genentech, this is absolutely
critical for effective decision-making in a marketplace that is rife
with change. Their innovative sales and marketing data strategy is the
pillar of the organization’s ability to remain nimble as the
company grows at a lightning-fast pace. Tasked with supporting this
strategy for Genentech’s Commercial organization, the Data
Acquisition group has responded to a significant increase in demand for
timely, high-quality data in the past three years without increasing
headcount. With the high degree of visibility and responsibility placed
on this data, the Data Acquisition group faces significant challenges
with respect to data quality management and validation. The group is
driven to continually reinvent its processes to find new, innovative
ways of automating data validation to maintain quality while data
volume increases and new types of data are required.
discuss the business drivers for Genentech’s data strategy
and its impact on decision making. From a systems standpoint, she will
cover how Genentech’s IT systems evolved over time from a
barely-performing stand-alone application into an extremely flexible
core of applications that have allowed the Data Acquisition group to
manage the rapidly-increasing need for sales and marketing data.
Jamie Jones is
a Senior Programmer / Analyst for Genentech’s Data
Acquisition group. Jamie joined Genentech during a time of rapid change
and increasing demand for quality data. To meet these demands, Jamie
served as the subject matter expert and member of the core development
team for Data Acquisition’s data validation initiatives. Her
unique experience that combines technical expertise with in-depth
knowledge of data validation issues and strategy helped her lead two
major phases of the Data Validation and Audit Workbench project
successfully. The DVAW project ultimately automated a completely manual
data validation process, and helped the group meet steady increases in
data volume without increasing headcount.
Genentech, Jamie was a Senior Consultant with Dimension Data, a global
Internet consulting firm. She has played pivotal roles on eCommerce and
Internet application development teams for clients such as Wellpoint,
Lexus, Toyota and Amgen.
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The board of
met twice this month to plan for exciting and thought-provoking
presentations at our monthly meetings, at DAMAday and even at special
multi-day events. That means inviting well-known speakers. That also
means incurring additional expenses. I encourage you to help us insure
a heightened quality in our program, by renewing early.
We are also planning joining hands with other organizations to provide
mutual benefits to our respective members on certain specific events. I
was at the Brainstorm conference last year, and I plan to be there this
year. Please check our page often for related links on these events as
they are announced.
I asked last month for feedback on the topic of where we are going as a
profession. I got an earful of feedback. Continuing what I talked about
last month about the evolution of our profession. I need to talk about
attitude. Our attitude is based on paradigms we have established for
ourselves in the past and that we use nowadays to identify ourselves as
professionals. These paradigms were based on the realities that existed
then. Well, these realities have progressively shifted. So must our
paradigms if we want to evolve as a profession.
Let's take the Zachmann Framework. John mentioned that, in addition to
the cells shown in two dimensions by the 5 rows and 6 columns of his
popular diagram, there were other cells in other dimensions
representing 2-by-2, 3-by-3, etc. relationships between cells on the
same row, and cells representing relationships between cells
representing relationships till your head hurts in utter complexity.
John doesn't talk much about these because he doesn't want to confuse
That expansion of the Zachmann Framework talks directly to us. Many of
us have had the attitude of being "data-only" to the point of being
"process-adverse". How important or relevant to our work is process
modeling to us? How about that offshoot of process modeling: data flow
modeling? Are we saying we are in interested in what data is, but not
where it goes? Isn't the data flow diagram part of the cells between
the "Data" and the "Process" columns on the framework? By that attitude
of narrowly concentrating on the "Data" column, only the "Data" column,
and nothing but the "Data" column, are we not causing our own vision,
and usefulness to the community to shrink?
As a case in point, look at where the wide usage of XML/XSD is leading
the industry: to the transport of metadata with the data. This adds to
those intermediary cells another subset: metadata flow diagrams. Is
there a business advantage to map these flows? Who is going to do it?
Who is going to decide how it is done? Pretty soon, we will be talking
about "semantic flow diagrams", "ontology flow diagrams", and so on.
How are we going to relate to them, and which are we going to
incorporate in our professional world?
I encourage you to ask yourselves more questions, as I do myself.
Together, we may formulate answers that help us swim these changing
waters, and strengthen our position as professionals.
President, SF DAMA
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SF DAMA Meetings Schedule
(All meetings start at 8:30 a.m. and are at the following location
unless otherwise noted.)
/ Presenter / Location
|July 5, 2006
||No SF-DAMA Meeting scheduled
|August 2, 2006
to Business Process Modeling
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