1. Learning Objective:
What is referential integrity and how does it enhance marketer productivity when using a database? Discuss the implications of the distinction between inner and outer and between right and left joins for businesses like Green Mountain Animal Hospital. What implications do these distinctions have for the contents of queries the marketer creates using joined tables. Discuss the question of transitivity. Why and how is the result of a query affected by the number of tables in the field list when the query is run? Be prepared to distinguish ambiguous from unambiguous outer joins.

3. $ Productivity Drivers Creation of Value Through Exchange
Competition: $ $ (Falling Prices) $
Productivity
Drivers
$ $ $
$ $ $
$ $ $
$ $ $
Mass Marketing Customize, target low incidence, high value customers
Mass Customization
DATABASE
Marketer Pushes Product (Queries, Mail Merge) Customer Pulls Product (Web App)
1 to to 1
Segmentation
& Targeting
Identifying Segments
Measuring Market Segment Value:
Predicting Consumer Response (Models)
Cluster Analysis
Gain Scores
Lifetime Value Analysis
Non-Statistical
Table Design
Relationship Editor
--Joins: 1 to 1, 1 to ∞. ∞ to ∞
Queries
--Select Query (Bring data from one or more tables into virtual table.)
● Sort
● And / Or Logic
--Inner / Outer Join
RFM (current customers)
Market Basket Analysis (Web, Directed Web, Apriori)
+Error: False Positive
-Error: False Negative
Will Buy
Won’t Buy

4. Relationship
Properties
Menu
Join
Properties
Menu

5. ∞
No Pet in
Pet Table

6. Sources of Customers
with no Database Pet

7. ∞
No Owner in
Pet Table

8. Pets with no Owners Privacy Fanatic Gorillas Wild Animals
Grocery Shoppers

9. Objective: Create a composite table showing
known pet/owner dyads. (Not Municipal Zoo,
Oregon Nature Center, Bobo, or Presto)

12. Campaign Want to send mail merge letter to all customers in
database. If
they have a
pet, the pet
name will be
included in the
letter. If not,
“your pet” will
be inserted into
pet name slot.

13. Objective: Create a composite table showing
all customers/prospects and all pets which have
an identifiable owner. (Not Bobo and Presto.)

16. Left and right outer join is not related to
whether a table is found on the left or
right. Both joins above are left outer joins.

17. Campaign Want to contact all customers in database who have a pet
but have
never come
to Green
Mountain
Animal
Hospital.
Offer discount
coupon for
first visit.

18. Campaign Want to contact all customers in database who have a pet
but have
never come
to Green
Mountain
Animal
Hospital.
Offer discount
coupon for
first visit.

19. Campaign We want to do a market basket analysis. Need all purchases
made at store.
Where customers
known, we want
their information
included so we
can profile them.
But we want to
include purchases
made with cash
where customer
not known.

20. Objective: Create a composite table showing
all pets and all owners who have a known pet.
(Not Municipal Zoo or Oregon Nature Center)

23. Matrix of Records Selected
Primary Related
Table Table ∞
Records with
matched field in
Related table
Records with
matched field in
Primary table
(1)
(2)
(3)
Records with
matched field in
Primary table
All Records
Records with
matched field in
Related table
All Records

24. Outer
Join
Outer
Join
Join

25. Joins in Relationship
Editor

26. Joins with
Referential
Integrity
Joins without
Referential
Integrity

27. Signs in Relationship Editor
1: Primary table (one) side
Bold: On primary table (one) side
∞: Related table (many) side
: Arrow touches side from
which only matched records
selected.
∞ Left outer join
 Right outer join

28. Relationship Editor Interpretation Rules:
-- Enter 1 on primary key side and ∞ on the foreign key side
when labeling join lines that don’t have written in symbols.
-- Dual or “concatenated” keys are always on the ∞ side.
-- Every join line is either a 1 to 1 or a 1 to ∞ join.
-- Bridge tables with multiple ∞ symbols set up many to many
relationships between tables connected to the bridge table.
One bridge table can set up more than one many to many.
-- If a table has three or more ∞ symbols, be sure to match
every ∞ with every other ∞ including matching ∞ symbols
that are on the same side of the table. Each ∞ ∞ pair
creates a many to many relationship.
-- If a join has rectangles on each end, it is an inner join.
-- Arrows indicate outer joins. If the arrow touches the primary
key, it is a Right Outer Join. If the foreign key, it is a Left
Outer Join.

29. *

31. Relationship Editor
Assignment

32. Changing Join Type There are two ways to change the
join type. Both involve right clicking
the join line, then selecting the Join
Properties menu. You can do this
in the Relationship Editor or in a
query. The tip of the cursor must
be right on the line when you click
it to open the menu.

33. Changing Join Type Right click exactly on the line (as shown right),
then select Join
Properties, then choose
the appropriate join type
option, 1 for inner join,
2 for left outer join, or
3 for right outer join.

34. Use
Joins in Ever After Database
Not
Ever After Database
For this exercise

35. Sample Exercise How many products are there in the Everafter wedding
database that no one has ever
purchased?

37. Sample Exercise What is the average finder’s fee
of vendors who do not have
any product listed in the Products
table (i.e., have not yet supplied
a product) versus vendors who
do have a listed/supplied product?

38. Vendors with no listed product Vendors with listed product

39. Sample Exercise
How many brides do not have an associated groom and how many grooms are there without an associated bride?

40. Brides
with no
grooms
Grooms
with no
brides

41. Workshop Exercises
How many zip codes are there in the brides table that are not matched by zip codes in the zip table.

42. Answer:

43. Workshop Exercises
Are there any bridesmaids who are not associated with a bride?

44. Answer:

45. Workshop Exercises
Are there any brides who don’t yet have a bridesmaid?

46. Answer:

47. Workshop Exercises
How many brides are there for whom there is no marketing research information? How many brides are there for whom there
is marketing research information?

48. Brides for whom
there is no
marketing research
Brides for whom
there is
marketing research
Answer:
Answer:

49. Workshop Exercises
How many brides are there who have no guests entered in the Guest table.

50. Answer:

51. Workshop Exercises Create a query that contains the PID, PName,
and PClass for all products in the database
whether or not anyone has yet bought that
product. For those that have been purchased,
multiply the price times the quantity, then sum
up all sales for each product. Do an ascending
sort on that invoice value. If you have done
query right, some invoice values will be blank.
How many blank values are there?

52. Workshop
Question
Answer:

53. Workshop Exercises Some musical groups have not been booked.
You wonder if it is because they charge too
much. What is the average cost of groups that
have not been booked and of those that have
been.

54. Workshop Question
Answer not booked:
Answer booked:

55. Blue Gazelle Assignment

56. Join Transitivity Effects

57. Query With Single Table10
Records

58. Same Query With Two Tables12
Records

59. Join Transitivity Effects
Query results are affected by the
number of tables linked in the field
list. This happens because the
joins between tables affect record
selection, even when no fields
from a given table are included in
the query.

60. Ambiguous Outer Joins

61. Ambiguous Outer Join An ambiguous outer join occurs
when ACCESS can’t tell which
of two joins should be done first
and when the output will differ
depending on which is done
first.

62. Ambiguous Outer Join

63. Customer  Pets
then
CustomerPets  Visit
Pets  Visits
then
Customer  PetsVisits

64. Unambiguous Outer Join

65. Only One Possible Outcome

66. Identifying Ambigious Joins
If all are inner joins, no problem.
Arrows point away from middle table
(away from other joins), no problem.
3.If an arrow points to inner table,
other join must point in same
direction, i.e., away from the inner
table. Ambiguity arises when
arrows point towards each other
or arrow points to an inner join.

71. Referential Integrity

72. In which fields is it most important to avoid errors? Why?

74. Useful
Dangerous

75. When we
try to link
two tables
we must
decide
whether to
establish
referential
integrity
between
tables.

76. Basic Referential Integrity Rule:
For every record in a child table (the
table on the “many” side of a 1 to 
relationship), there must be one and
only one matching record in the
parent table (the “one” side of a
1 to  relationship).

77. Basic Referential Integrity Rule:
Each foreign key value in a child table
must have a corresponding primary
key value in the parent or primary
table. Thus, the primary table sets
the domain or range of acceptable
values for the related table. If a value
isn’t in the parent/primary table, it
can’t appear in the child/related table.

78. Specific Referential Integrity Rules:
You cannot delete a parent record if there is still a related child record
You cannot change the primary key value in a parent table as long as there are related records in the child table
You cannot enter a child record for which there is no parent record
You cannot change a child record so that its foreign key does not have a match in the parent table

79. Primary Table Related Table Employee Salary
Orphan Record: No ID in primary table

80. Joining Fields Versus Other Fields
Fields that join tables (especially
those that have referential integrity)
have a very different function from
other data fields. ACCESS should
and does treat them differently,
restricting changes that can be
made in them if they threaten the
linkages between tables.

81. Summary of Main
Database Features

82. Tables Required for Query
-- To run query, must
have tables from which
fields are taken plus
any bridge tables that
connect tables from
which data are taken.
-- Never run a query if
tables are not joined
by primary and foreign
keys (as in example)

83. Query By Example Grid -- Post Tables -- Select Fields from Tables
-- Sort fields alphabetically or
numerically
-- Set criteria for selecting records
using AND or OR logic

84. Total Query -- Opened with sigma: ∑ -- Used to carry out a function on
a single field.
-- Most important functions
aggregate values, i.e., add
or average or count them.
-- GROUP BY groups aggregate
values by values in the group
by field
-- WHERE selects values that
specified in criteria but does
not group them. Treats them
as one big group.

85. Expression Builder -- Opened with wizard wand -- Normally used for
operations involving more
than one field, e.g., to
multiply or divide one field
by another.
-- Point and click to select
tables and fields in tables
-- Use parentheses ( ) to
control order of
operations.

86. Relationship Editor
-- Best place to get the overview of the database with
all tables, fields, joins, and referential integrity.

87. Inner and Outer Joins Joins determine which records
will be selected when query is
run. Inner joins select only
records found in both tables.
Outer joins select all records
from one table, only matched
records from the other.

88. Language Marking Joins
Create a query that includes all records from
the customer table but only matched records
from the transaction table.
Create a query that includes only those
customers who have made a purchase.

89. Note that all key database
features are reviewed in
the Review of Major
Database Features
Powerpoint posted
after this one.