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

June 2006 Newsletter
[directions] [presentation] [notices] [resource corner] [schedule]
DAMA Board

Francois Cartier
(650) 588-2470

Lynn Johnston
(925) 823-9572

Thomas Gaffney
State Compensation Insurance Fund
(415) 581-4495

Mehmet Orun
(650) 225-5221

Raj Manickam
(650) 225-8321

Sandra Gogas
(925) 823-1273

Wendy Wood
(925) 823-8042

June 2006 MEETING
Wednesday, June 7, 2006 at:


 611 Gateway Blvd.
 South San Francisco, CA 94080 
 Building 83

 8:30 - 9:00
 Continental Breakfast

 9:00 - 9:15
 Welcoming Remarks
Elections for the office of Secretary
 9:15 - 10:15
 Data Acquisition and Quality Assessment

  Jamie Jones, Genentech

 10:15 - 10:30

 10:30 - 11:45
 Continued Presentation

 11:45 - 12:00
 Questions and Wrap-Up

 12:00- Lunch
 Restaurant (to be announced at the meeting)

Special 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 
"They are able because they think they are able."
Information Resource Management: Setting Standards for Excellence


Directions To This Month's Meeting:


611 Gateway Blvd
Building 83
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.
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.  However, checking the status prior to driving would be advisable.    You can find the information at www.511org  .

From the Peninsula:
Take 101 North towards SFO airport
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)


Genentech runs 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.

For those 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.

NOTE:  The 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.

The 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 this option.

Sorry there are no MUNI options for arriving at this location.

Description of SF-DAMA Secretary Position:
The 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 books. The 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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Data Acquisition and Quality Assessment

By Jamie Jones, Genentech Inc.

Presentation Abstract:

For many 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.

Jamie will 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.

Speaker Biography:

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.

Before joining 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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Dear members,

The board of directors 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 executives.

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.

François Cartier
President, SF DAMA

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2006 SF DAMA Meetings Schedule
(All meetings start at 8:30 a.m. and are at the following location unless otherwise noted.)
Date Topic / Presenter / Location
July 5, 2006 No SF-DAMA Meeting scheduled
August 2, 2006 Introduction to Business Process Modeling
Mary Vellequette

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