Database Management System and Its Implication to Marketing Management

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3 years ago
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With our modern era wherein the emergence of technological innovation is progressive and continuous, the uses of data have become more significant. It is close to impossible to survive without knowledge and awareness particularly now that we live in the age of information, being ignorant is a choice. The vast amount of data is widely utilized as a game-changer for research, technological innovation, policymaking, and surviving in business competition. 

There are two types of data, unstructured and structured data. When we say unstructured, it refers to information that only humans can interpret such as images, block or text meaning, audio, or videos. Meanwhile, structured data refers to information that computer programs can process. Programs are a set of instructions for manipulating data like software. The data must be in a uniform structure for the program to perform its instructions. And the term "big data" refers to the large volume of data- both structured and unstructured, that covers and helps a business on a day-to-day basis. 

It is only in the early 200's that the concept of big data gained momentum when Doug Laney, an industry analyst articulated the now-mainstream definition of big data which are the three V's—volume, velocity, and variety. Volume refers to the number or amount of data collected from a variety of sources. Velocity refers to the unprecedented speed of data to deliver promptly. And variety as data comes in all types of formats.  Big data can only be significant if it is collected and synthesized as the term simply represents the increasing amount and varied types of data that is being gathered as a part of data collection. All data that are being collected will be stored in a database. A database is a collection of related data which represents some aspect of the real world. It is designed to be built and populated with data for a certain task.

With the help of a database management system, software for storing and retrieving users' data while considering appropriate security measures, data can be managed and utilize properly for its designated purpose. It consists of a group of programs which manipulate the database. The DBMS accepts the request for data from an application and instructs the operating system to provide the specific data. In large systems, a DBMS helps users and other third-party software to store and retrieve data. DBMS allows users to create their own databases as per their requirement. The term “DBMS” includes the user of the database and other application programs. It provides an interface between the data and the software application. 

The database management system solutions come equipped with a unique set of components, each responsible for performing different tasks. Here are the most basic DBMS components:

Hardware refers to any hard or physical components involved before any data is successfully stored into the memory such as the computer, harddisks, I/O channels for data, and any other physical component. For intance, when we run Oracle or MySQL ( a DBMS softwares that will be discussed later)  on our personal computer, then our computer's Hard Disk, our Keyboard using which we type in all the commands, our computer's RAM, ROM all become a part of the DBMS hardware.

Software is the main component, as this is the program which controls everything. The DBMS software is more like a wrapper around the physical database, which provides us with an easy-to-use interface to store, access and update data. The DBMS software is capable of understanding the Database Access Language and intrepret it into actual database commands to execute them on the DB.

Data is that resource, for which DBMS was designed. The motive behind the creation of DBMS was to store and utilise data. In a typical Database, the user saved Data is present and meta data is stored. Metadata is data about the data. This is information stored by the DBMS to better understand the data stored in it.

Procedures refer to general instructions to use a database management system. This includes procedures to setup and install a DBMS, To login and logout of DBMS software, to manage databases, to take backups, generating reports etc.

Query processor serves as a communication intermediary between users and the DBMS data engine. The query processor enables users to query requests, for example, by entering instructions in Structured Query Language (SQL).

Runtime database manager enables DBMS to centralize management of runtime data. A runtime database manager validates user authorizations, processes approved queries, determines which strategy provides optimal query results, ensures data integrity, and handles any task that requires handling query and runtime data.

Database manager handles database jobs and enables administrators to perform database operations and maintenance tasks, including data backup and restore, cloning, deleting, updating the database, and executing patches.   

Database engine performs the main data storage and retrieval tasks. A database engine can be built into the DBMS software or as a remote resource accessed via an API. 

Report generator enables users to extract DBMS files and display the information in structured formats, according to predefined specifications. Report generation processes help users perform analyses and derive actionable insights.

Database Access Language is a simple language designed to write commands to access, insert, update and delete data stored in any database. A user can write commands in the Database Access Language and submit it to the DBMS for execution, which is then translated and executed by the DBMS. User can create new databases, tables, insert data, fetch stored data, update data and delete the data using the access language.

Speaking of users, there are three users of data from DBMS. The first one is the Database Administrator or DBA who manages the complete database management system. DBA takes care of the security of the DBMS, it's availability, managing the license keys, managing user accounts and access etc. The second one is the Application Programmer or Software Developer which is a user group who is involved in developing and designing the parts of DBMS. Lastly, the end user who are the one who store, retrieve, update and delete data.

History of Database Management System

During the 1960’s, when the use of computers became more cost-effective option for private organizations, they started the use computerized database. A computer scientist, Charles Bachman established and designed the first generalized Data Base Management System is the Integrated Data Store (IDS), software that may use to store and retrieve data while considering appropriate security measures.  In 1964, Bachman had the wide distribution of DBMS Integrated Data Store (IDS). It becomes the basis for Network Data Model developed by Conference on Data Systems Languages Database Task Group (CODASYL DBTG).

In 1970’s the database technology experienced rapid growth. E.F. Codd introduced the Information Management System (IMS) and published an important paper to propose the use of a relational database model. Two major relational database system prototypes were created which are Ingres that was developed at UBC, and System R that created at IBM San Jose. Codd’s ideas changed the way people thought about databases.

In 1976, the Entity-relationship (ER) model was introduced by Peter Chen. This model made it possible for designers to focus on data application, instead of logical table structure. Relational systems had been implemented by the beginning of the '80s.Database Management System for personal computers was developed and allow the users to define and manipulate data. In 1985, Object-oriented Database Management System (OODBMS) develops. Relational database systems became a commercial success as the rapid increase in computer sales boosted the database market, and this caused a major decline in the popularity of network and hierarchical database models.DB2 became the flagship database product for IBM, and the introduction of the IBM PC resulted in the establishments of many new database companies and the development of products such as PARADOX, RBASE 5000, RIM, Dbase III and IV, OS/2 Database Manager, and Watcom SQL.

In 1990’s, after a database industry shakeout, most of the surviving companies sold complex database products at high prices. Around this time, new client tools for application development were released, and these included the Oracle Developer, PowerBuilder, VB, and others. In 1991Microsoft ships access, a personal DBMS created as element of Windows gradually supplanted all other personal DBMS products. In mid 1990’s the advent of the Internet led to exponential growth of the database industry. Average desktop users began to use client-server database systems to access computer systems that contained legacy data.

In 2000’s, although the Internet industry experienced a decline in the early 2000s, database applications continue to grow. New interactive applications were developed for personal digital assistant, point-of-sale transactions, and consolidation of vendors. Presently, the three leading database companies in the western world are Microsoft, IBM, and Oracle.

Today, databases are everywhere and are used to enhance our day-to-day life. From personal cloud storage to predicting the weather, many of the services we utilize today are possible due to databases. Presently, there are many new players in the non-relational database space offering specific solutions. Some of the current relational databases include giants such as Oracle, MySQL, and DB2. We're also seeing new trends emerging that focus on making powerful technology accessible to everyone.


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