数据库毕业设计---外文翻译

附录

附录A: 外文资料翻译－原文部分：

CUSTOMER TARGETTING

The earliest determinant of success in the development of a profitable card scheme will lie in the quality of applicants that are attracted by the marketing effort. Not only must there be sufficient creditworthy applicants to avoid fruitless and expensive application processing, but it is critical that the overall mix of new accounts meets the standard necessary to ensure ultimate profitability. For example, the marketing initiatives may attract sufficient volume of applicants that are assessed as above the scorecard cut-off, but the proportion of acceptances in the upper bands may be insufficient to deliver the level of profit and lesser bad debt required to achieve the financial objectives of the scheme.

This chapter considers the range of data sources available to support the development of a credit card scheme and the tools that can be applied to maximize the flow of applications from the required categories.

Data availability

The data that makes up the ingredients from which marketing campaigns can be constructed can come from many diverse sources. Typically, it will fall into four categories:

1 the national or regional register of voters;

2 the national or regional register of court judgments that records the outcome

of creditor-debtor legislation;

3 any national or regional pooled information showing the credit history of clients of the participating lenders; and

4 commercially compiled data including and culled from name and address lists, survey results and other market analysis data, e.g. neighborhoods and lifestyle categorization through geo-demographic information systems.

The availability and quality of this data will vary from country to country and bureau to bureau.

Availability is not only governed by the extent to which the responsible agency has undertaken to record it, but also by the feasibility of accessing the data and the extent (if any) to which local consumer legislation or other considerations (e.g. religious principles) will allow it to be used. Other limitations on the use of available data may lie in the simple impossibility or expense of accessing the information sources, perhaps because necessary consumer consent for divulgence has been withheld or because the records are not yet stored electronically.

The local credit information bureaux will be able to provide guidance on all of these matters, as will many local trade or professional associations or the relevant government departments.

Data segmentation and Analyses

The following remarks deal with the ways in which lawfully obtained data may then be processed and analyzed in order to maximize its value as the basis of a marketing prospect list. Examples of the types and uses of data that will play a role in the credit decision area are discussed later in the chapter, within the context of application processing.

The key categories into which prospects may be segmented include lifestyle, propensity to purchase specific products (financial or otherwise) and levels of risk. The leading international information bureaux will be able to provide segmentation systems that are able to correlate each of these data categories to provide meaningful prospect lists in rank order. Additionally, many bureaux will have the capability to further enhance the strength and value of the data. Through the selective purchasing of data from bona fide market sources, and by overlaying generic factors deduced from the analysis of the broad mass of industry information that routinely passes through their systems, the best international operators are now able to offer marketing and credit information support that can add significantly to the quality of new applicants.

The importance of the role and standard of this data in influencing the quality of the target population for mailings, etc. should not be underestimated. Information that is dated or inaccurate may not only lead a marketer and the organization into embarrassment and damage their reputations, but it will also open the credit card scheme to applicants from outside either the target sector or ,worse still, applicants outside the lender’s view of an acceptable credit risk.

From this, it follows that you should seek to use an information bureau whose business principles and operating practices comply with the highest levels of both competence and integrity.

Developing the prospect database

This is the process by which the raw data streams are brought together and subjected to progressive refinement, with the output representing the refined base from which prospecting can begin in earnest. A wide experience-often across many different markets and countries-in the sourcing, handling and analysis of data inevitably improves the quality of the ideas and systems that a bureau can offer for the development of the prospect database.

In summary, the typical shape of the service available from the very best bureaux will support a process that runs as follows:

1.collect and consolidate all data to be screened for inclusion;

2.merge the various streams;

3.sort and classify the data by market and credit categories;

4.screen the date using predetermined marketing and credit criteria; and

5.consolidate and output the refined list.

Bureaux will charge for the use of their expertise and systems.

Therefore, consideration should be given to the volumes of data that are to be processed and the costs involved at each stage. The most cost-effective approach to constructing prospect databases only undertakes the lowest-cost screening process within the earlier stages. The more expensive screening processes are not employed until the mass of the data has been reduced by earlier filtering.

It is impossible to be prescriptive about the range and levels of service that are available, but reference to one of the major bureaux operating in the region could certainly be a good starting point.

Campaign Management and Analysis

Again, this is an area where excellent support is available from the best-of-breed bureaux. They will provide both the operational support and software capabilities to mount, monitor and analyse your marketing campaign, should you so wish. Their depth of experience and capabilities in the credit sector will often open up income: cost possibilities from the solicitation exercise that would not otherwise be available to the new entrant.

The First Important Applications of DBMS’s

Data items include names and addresses of customers, accounts, loans and their balance, and the connection between customers and their accounts and loans, e.g., who has signature authority over which accounts. Queries for account balances are common, but far more common are modifications representing a single payment from or deposit to an account.

As with the airline reservation system, we expect that many tellers and customers (through ATM machines) will be querying and modifying the bank’s data at once. It is vital that simultaneous accesses to an account not cause the effect of an ATM transaction to be lost. Failures cannot be tolerated. For example, once the money has been ejected from an ATM machine ,the bank must record the debit, even if the power immediately fails. On the other hand, it is not permissible for the bank to record the debit and then not deliver the money because the power fails. The proper way to handle this operation is far from obvious and can be regarded as one of the significant achievements in DBMS architecture.

Database system changed significantly. Codd proposed that database system should present the user with a view of data organized as tables called relations. Behind

the scenes, there might be a complex data structure that allowed rapid response to a variety of queries. But unlike the user of earlier database systems, the user of a relational system would not be concerned with storage structure. Queries could be expressed in a very high level language, which greatly increased the efficiency of database programmers. Relations are tables. Their columns are headed by attributes.

Client –Server Architecture

Many varieties of modern software use a client-server architecture, in which requests by one process (the client ) are sent to another process (the server) for execution. Database systems are no exception, and it is common to divide the work of the components shown into a server process and one or more client processes.

In the simplest client/server architecture, the entire DBMS is a server, except for the query interfaces that the user and send queries or other commands across to the server. For example, relational systems generally use the SQL language for representing requests from the client to the server. The database server then sends the answer, in the form of a table or relation, back to client. The relationship between client and server can get more complex, especially when answers are extremely large. We shall have more to say about this matter in section 1.3.3. there is also a trend to put more work in the client, since the server will be a bottleneck if there are many simultaneous database users.

附录B: 外文资料翻译－译文部分：

客户目标：

最早判断发展可收益卡的成功性是在于受市场影响的被吸引的申请人的质量。不仅需要有足够信用度的申请人以避免高花费却无益的过程，但同时所有账户的综合是否能符合保证最终获利的需要也是决定性的。比如，市场初期可能会吸引到足够量的客户，但是在上半段接受的比例就远不足以分配给收益水平和越少的再无所需的达到金融目标的计划。

本章考虑了数据源的范围能够支持信用卡计划的发展和可以应用在市从各种需求种类中最大化申请数的工具。

可用数据：

构成要素的数据能构建市场运动取自不同的源，他被典型的分为4段：

1．选民在国家或地区的登录

2．国家或地区登录到法庭判断，可看到债权人和债务人立法的结果

3．任何国家或地区的贷款信息，显示了客户参与贷款的信用历史也包括

4．商用编译过的数据。还有从姓名地址名单中精选出的数据，调查结果，以及其他市场分析数据，如：通过人口统计信息系统

这些数据的可用信和质量会随着国家地区的变化而变化，可用性不仅仅在某种程度由负责的代理商接受控制，而且有处理数据的可行性决定。当地消费立法或其它状况决定它是否能被使用。其他使用可用数据的限制可能存在于简单得不可能或是处理信息源的支出，可能因为必须由客户同意才能透露已经被禁止还未被电子储存起来，当地信用卡信息办公室能够提供关于所有这些事物的指导信息，除此以外，许多当地的专业贸易协会或相关政府部门也提供。

数据段和数据分析：

下述评论处理、合法化的到数据，然后应用并分析之以获得基本市场期望值的最大利润。关于类型的例子和数据的使用在判定信用领域扮演着角色，这些将在之后的章节中同关于应用过程的文章一起讨论。

期望的主要种类被分成生活方式，购买特殊商品的倾向（金融或其他的），还有风险水平。主要的国际信息局将提供能够将各类数据提供有意义的期望表以等级的顺序段系统。另外，许多局又进一步加强数据的力度和价值的能力。通过选择性的从带好意的市场源购买数据，然后通过覆盖一般的事实推断自分析常规经过系统的广泛的大量的工业信息，最好的国际的操作员现能提供市场和信用信息以支持新加入的重要新申请人的质量。

角色的重要性和数据的标准影响目标人群的质量，不能被轻视。陈旧的活不正确的数据可能不仅导致市场领导者和组织者陷入窘境和影响他们的威望，但同时

可能会会从外部对申请人敞开信用卡计划，或目标防御区，更胜者申请人将脱离借款人能控制的范围。

从中你可以知道你应该应用一个信息局，他的原则和操作都遵从最高水平的完整性和功能性。

发展理想的数据库：

这一过程是：未经处理的数据流被集中然后进行改善，他的输出就是改善过的数据，这是我应该尽早开发的部分。很多经验——从不同市场国家中得到的——在收集处理分析数据是得到的，都证明这个理念和系统的价值，那就是一个信息局能够为理想的数据库发展提供支持。

总之最典型的从信息局得到的服务将按如下程序：

1．收集整合所有的数据，包括将被筛选掉的

2．合并不同的数据流

3．根据市场和信用类别整理和分类数据

4．利用预定的市场和信用标准筛选数据

5．整合和输出改善的目录

信息局将为使用他们的专门技术和系统而收取费用，因此，应该考虑到要处理的数据量和每个步骤所需的花费，在较早期阶段建设理想数据库最花费的步骤只在于低成本的筛选过程。比较昂贵的筛选过程在大量数据被先期过滤后才会使用。

实现规定可提供的服务的范围和水平是不可能的，但参考一下当地主要信息局将会是一个好的起点。

管理和分析运作

这是从信息局中可得到的服务中最好的部分。他们提供操作上的支持和软件，能够安装这些软件，能够安装监督和分析你的市场运作。如你所愿，他们在贷款方面的丰富经历和能力会带来收益：新来者不必再低声哀求贷款上花费很多。

早期的DBMS系统，最重要的应用

银行系统，数据项包括顾客的姓名、地址、账号、存款、结余、以及顾客与他们的账号和存款之间的关系，比如谁对那些账号有签名权。对结余的查询固然不少，但更多的是针对一次存款或取款所进行的修改。

正如飞机订票系统一样，我希望出纳员和顾客通过ATM（自动出纳机）能同时查询、更新银行的数据。对同一账号能同时访问，而不影响ATM业务，这一点是至关重要的。错误是不能容忍的。例如,一旦钱从ATM中弹出，银行必须记录这项支出，即使立刻掉电也不例外，正确处理这种操作员不像想象的那么简单，可以看作是DBMS系统结构的重大进展之一。

关系数据库系统：

数据库系统发生了显著的变化，CODD提出数据库系统应为用户提供这样一种观点，即数据库系统使用一种称为“关系”的表来组织数据的。而在背后，可能有一个很复杂的数据结构，以保证对各种查询的快速响应，但与以前的数据库系统的用户不同，关系数据库系统的用户并不关心数据的存储结构，而是使查询能用很高级的语言来实现，从而大大提高了数据库开发人员的效率。关系就是表。标的各列以属性开始，属性是列的入口。

客户程序-服务程序体系结构

许多种现代软件采用与客户程序-服务程序体系结构，这种体系结构中，把一个进程（客户程序）发出的请求送到另一个程序去执行。数据库系统也不例外，通常将各种组成部分的工作分成一个服务进程和一个或多个客户进程。

在最简单的客户程序/服务程序体系结构中，除了与用户互相配合并将查询或其他命令传给服务程序的查询接口以外，整个DBMS就是一个服务程序。例如，关系系统通常用SQL语言来表达从客户程序到服务程序的各种请求。然后数据库服务程序给出回答，用表即关系的形式传给客户程序。客户程序和服务程序之间的关系可能会更复杂，尤其是答案极大的时候。关于这个问题，我将在1.3.3节详细介绍。如果有很多用户同时使用数据库的话，服务程序就会成为“瓶颈”，所以也有一种趋势----让客户程序作更多的工作。