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Elections for the 2010 - 2011 SF DAMA Board Of Directors will be held at the April 14 meeting.  Any current member of the chapter may be nominated or be self-nominated for any board position.  Click here to see the duties and responsibilities of the board positions.

All positions are for a one-year term.  Thus, each position has to be elected each year.  There are no term limits, so sometimes the incumbent is reelected.  Here is the current slate of incumbents / nominees for each board position.

Position Incumbent Candidate(s)
President Diby Malakar Diby Malakar
Secretary Ed Cassaro Ed Cassaro                       
Treasurer Francois Cartier Francois Cartier
Membership Director Marshall Deixler Mehmet Orun
Eric Stewart
Communications Dir. Wendy Wood Wendy Wood
Web Master  Dan Weller Dan Weller
DAMA Day Dir. (open)  Team of Mehmet Orun
Diby Malakar
Program Director Mehmet Orun  (no candidate)
Resource Director  Mani Keeren (no candidate)
Industry Relations Diby Malakar Deepika Rayala,
Sukhmander Singh,
Nagesh Kanumury,
Madhukar Govindaraju


 April 14 Meeting at Genentech


Using a Common Data Model for both BI and Messaging


Genentech, 611 Gateway, Rm. B83-1B, South San Francisco, CA 94080

Please RSVP to Mehmet

8:30 - 9:00

Continental Breakfast

9:00 - 9:15

Welcoming Remarks  / Election of Board Positions 

9:15 - 10:15


10:15 - 10:30


10:30 - 11:45

Presentation Cont.

11:45 - 12:00

Questions and Wrap-Up

12:00 - Lunch

Restaurant or Cafeteria (to be announced at the meeting)



Using a Common Data Model for both BI and Messaging           

by Jeff Pekrul & Ted McKinnon


Genentech is currently three years into a system re-engineering project that is replacing all systems that support our sales and marketing functions. At the outset of this effort, we developed a conceptual ER data model covering a significant portion of the businesses processes in scope for the re-engineering effort. This conceptual model has since been developed into a detailed logical model that we are currently using to create physical schemas for use in both our BI environment and our messaging environment. Using a single model to derive both the database schema for a normalized DW, and hierarchical XSD schemas for the ESB is not without its challenges. However, we feel this has been highly successful and is providing many business benefits. In this presentation, we will share details about our data architecture, project work and development processes that will help you decide if this approach will work in your environment.


Topics will include:

* Business benefits such as simplified data movement, standardization

* Driving closer collaboration between ETL and ESB development teams

* Using a DW not only for BI, but also to propagate enriched, standardized data to applications via the ESB


Jeff Pekrul, Sr. Data Architect, Genentech

Jeff Pekrul is a Senior Data Architect at Genentech and has presented previously at EDW/DAMA. Jeff has worked in as a data architect in the telecommunications, financial services and biotechnology industries, working with transactional systems, BI and messaging applications. jpekrul@gene.com


Ted McKinnon, BI Data Architect, Genentech

Ted McKinnon, is a Senior Data Modeler with more than 15 years experience in IT. He has been developing Business Intelligence solutions for the past 10 years in both the Biotech and Telecommunications industries. He currently works for Genentech out of South San Francisco.




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