Read today's business headlines and you will see that many issues stem from people not having the right data at the right time. Data issues don't always make the front page, yet they exist within every organisation. We need to improve how we manage data -- and the most valuable tool for explaining, vaildating and managing data is a data model. This book provides the business or IT professional with a practical working knowledge of data modelling concepts and best practices. This book is written in a conversational style that encourages you to read it from start to finish and master these ten objectives: Know when a data model is needed and which type of data model is most effective for each situation; Read a data model of any size and complexity with the same confidence as reading a book; Build a fully normalised relational data model, as well as an easily navigatable dimensional model; Apply techniques to turn a logical data model into an efficient physical design; Leverage several templates to make requirements gathering more efficient and accurate; Explain all ten categories of the Data Model Scorecard(R); Learn strategies to improve your working relationships with others; Appreciate the impact unstructured data has, and will have, on our data modelling deliverables; Learn basic UML concepts; Put data modelling in context with XML, metadata, and agile development.