Conceptual Data Modeling Drives Consistent Data Delivery

David Wiebe, Robinson Ryan & DAMA Australia President

The value of the conceptual data model is extracted every time it is used. There is no shortage of leveraging this fundamental data asset. The amount of business understanding captured within the conceptual model is immense. It holds definitions of business concepts and individual data items, it records rules on how data concepts relate to each other, it documents which scenarios bring data concepts together, it keeps track of data subjects that get regularly referenced by the business, and how these data subjects are reusable components that serve the business architecture, and where they manifest themselves across the application architecture.

In software delivery, it is contributing to the implementation of consistency of data management within information systems, all sorts of information systems. This one-hour session will begin with a conceptual data model and use it to design the schemas for an online transaction processing database, a piece of an enterprise data warehouse, a data mart and a message payload for service object.

See how investing in data modelling returns value in information delivery.


David Wiebe (CDMP Master) has over 25 years of business experience in consulting, systems development and integration. He practices a solution architecture approach for designing and delivering information systems that utilise services and data architectures to implement business functionality while aligning to an enterprise architecture framework.

He is experienced in data modelling, business process management, database management and software development. He has worked in projects where strategic enterprise designs were implemented for large-scale application development efforts. He is a practitioner of the Zachman Enterprise  Architecture Framework, a contributor to Standards Australia 2006 AS 4590 – Interchange of Client Information, a co-author of the Queensland Government Information Portfolio Framework and has worked with IBM’s IFW standard for financial services. He is an expert erwin user.  

David has created and evolved enterprise data and information models for the Commonwealth Bank of Australia,  AMP, ANZ Bank, BT Financial Group, the Australian Tax Office, the Department of the Environment and Energy, the Australian Securities and Investments Commission and Queensland Government. This included developing information and data standards and policies, roadmaps and guidelines for aligning the information architecture with the enterprise architecture keeping the relevant artefacts up to date.


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