IS 324 Final Exam Review

Advertisers can also use a technique known as ad blocking to protect themselves from having their ads appear when specific words show up on a web page.

False (Advertisers can also use negative keywords, which tell networks to avoid showing ads when specific words appear.)

Part of the brilliance of the Android operating system is that this has given Google a way to see user behavior and target ads inside all apps used on the system.

False (Android does not 'see' inside all apps. When you search for restaurant reviews in Google's search engine, it can serve you ads and continue to build your user profile. But if you search via Yelp's app on an iPhone, Google can't see you at all.)

One possible solution that can provide improved wireless performance when a home otherwise suffers from poor cellular connectivity is

femtocell technology (To overcome reception and availability problems, mobile telecom services firms have begun offering femtocells. These devices are usually smaller than a box of cereal and can sell for $150 or less (some are free with specific service contracts). Plug a femtocell into a high-speed Internet connection like an in-home cable or fiber service and you can get "five-bar" coverage in a roughly 5,000-square-foot footprint.)

A phrases table, column, and row are also referred to by the names ___________ respectively.

file, field, record (A table or file refers to a list of data. A column or field defines the data that a table can hold. A row or record represents a single instance of whatever the table keeps track of.)

Programs that use _____ are highly restrictive, permitting communication only with pre-approved entities.

Whitelists (Whitelists are highly restrictive security tools that permit communication only with approved entities like specific IP addresses, products, and Internet domains in an approved manner.)

The key difference between viruses and worms is that:

worms do not need an executable to spread, unlike viruses. (Viruses infect other software and files and require an executable (running program) to spread, attaching to other executables. Worms exploit security vulnerability to automatically spread, but do not need an executable.)

Efforts that link advertisers to content providers willing to host advertisers in exchange for payment, are referred to as _______________.

Ad Networks (Next time you're surfing online, look around the different websites that you visit and see how many sport boxes labeled "Ads by Google." Those websites are participating in Google's ad network, which means they're running ads for Google in exchange for a cut of the take.)

Third-party cookies are usually served by:

Ad networks (An organization cannot read cookies given to a user by another firm. Cookies from Web sites that a user might not have visited (third-party or tracking cookies) are served by ad networks or other customer profiling firms.)

_____ are cost-per-action programs, where program sponsors pay referring Web sites a percentage of revenue earned from the referral.

Affiliate programs (Affiliate programs are a form of cost-per-action, where vendors share a percentage of revenue with Web sites that direct purchasing customers to their online storefronts. Amazon runs the world's largest affiliate program and referring sites earn can earn 4 percent to 15 percent of sales generated from these click-throughs.)

_____ is a term describing the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions.

Analytics (Analytics is a term describing the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions.)

_____ allows users to use their phones pay for goods, store gift cards, collect and redeem coupons and special offers, and manage loyalty programs.

Android Pay (Android Pay allows phones to replace much of the "stuff" inside your wallet. It can be used to pay for goods, store gift cards, collect and redeem coupons and special offers, and manage loyalty programs.)

_____ is computer software that seeks to reproduce or mimic human thought, decision making, or brain functions.

Artificial intelligence software (Data mining has its roots in a branch of computer science known as artificial intelligence (or AI). The goal of AI is create computer programs that are able to mimic or improve upon functions of the human brain.)

iBeacon technology works by using ___________ technology.

Bluetooth Low Energy (New technologies, such as iBeacon (a tech that sends messages to iPhones using a low-energy Bluetooth signal) are being rolled out throughout MLB, making it easier to let consumers know a deal is in effect and guiding them to the quickest counter for quenching thirst and satisfying cravings.)

_____ is a catchall term combining aspects of reporting, data exploration, and ad hoc queries, and sophisticated data modeling and analysis.

Business intelligence (Business intelligence is a catchall term combining aspects of reporting, data exploration, and ad hoc queries, and sophisticated data modeling and analysis.)

The temporary storage space used to speed up computing tasks like accessing Web sites is called a:

Cache (The computer system remembers what it's done, so the next time the IP address of a host already looked up is needed, the computer pulls this out of a storage space called a cache, avoiding nameserver visits. Caches are periodically refreshed, to ensure that you're always pointed to where you need to go.)

A network of users engaged in click fraud with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect, is known as a _____.

Click Farm (Multiple clicks from a single user make it easier for firms to identify click frauds. Organized crime has tried to raise the bar, running so-called click farms to spread fraud across dozens of IP addresses.)

______ involve(s) generating bogus clicks, either for financial gain or to attack rivals by draining their online ad budget.

Click Fraud (Click fraud involves generating bogus clicks, either for financial gain or to attack rivals by draining their online ad budget. Online fraudsters may attempt to steal from advertisers, harm rivals, or otherwise dishonestly game the system through various means, such as enriching click fraud, depleting impression fraud, and rank-based impression fraud.)

The factors that can determine a given ad's Quality Score in Google include:

Click through rate (An ad's quality score includes an ad's click-through rate (CTR), or the number of users who clicked an ad divided by the number of times the ad was delivered (the impressions). The CTR measures the percentage of people who clicked on an ad to arrive at a destination-site, a key measure of the performance quality of a given ad.)

_____ refers to replacing computing resources, which could include hardware or software, with services provided over the Internet.

Cloud computing (Cloud computing refers to replacing computing resources, which could include hardware or software, with services provided over the Internet. Cloud computing is making it more common for a firm to move software to run on someone else's hardware.)

_____ is a scalability solution that is usually provided as an overflow service, kicking in as needed.

Cloudbursting (Cloudbursting provides excess capacity during periods of spiking demand.)

Advertising based on a Web site's content is known as:

Contextual advertising (Contextual advertising based on keywords is lucrative, but like all technology solutions, it has its limitations. Vendors sometimes suffer from content adjacency problems when ads appear alongside text they would prefer to avoid.)

A(n) _____ is a tracking technology consisting of a line of identifying text, assigned and retrieved by a given Web server and stored by Web browsers.

Cookies (The cookie is just a line of identifying text assigned and retrieved by a given Web server and stored on your computer by your browser. Upon accepting this cookie your browser has been tagged, like an animal. As you surf around the firm's Web site, that cookie can be used to build a profile associated with your activities.)

_____ systems are often used to empower employees to track and record data at nearly every point of customer contact.

Customer relationship management (CRM or customer relationship management systems are often used to empower employees to track and record data at nearly every point of customer contact. Firms increasingly set up systems to gather additional data beyond conventional purchase transactions or Web site monitoring. A well-designed CRM system can capture all events, such as requests for quotes, complaint e-mails, or goods return, for subsequent analysis or for triggering follow-up events.)

The term _____ refers to Internet content that cannot be indexed by Google and other search engines.

Dark Web (The term dark Web refers to Internet content that cannot be indexed by Google and other search engines. A lot of content lies inside the "dark Web," either behind corporate firewalls or inaccessible to those without a user account-think of private Facebook updates no one can see unless they're your friend-all of that is out of Google's reach.)

_____ are firms that collect and resell data.

Data aggregators (Data aggregators are firms that collect and resell data. They include Acxiom, a $1.3 billion a year business that combines public source data on real estate, criminal records, and census reports, with private information from credit card applications, warranty card surveys, and magazine subscriptions.)

A _____ is either a single table or a collection of related tables.

Database (A database is either a single table or a collection of related tables. Databases can be very numerous in certain firms and can be used in functional areas such as sales or inventory.)

A link that takes a user to a specific webpage (rather than the home page) or which launches an app and brings up a unique location rather than just launching the app is referred to as _____________.

Deep linking (Deep linking is defined as a link that takes a user to a specific webpage (rather than the home page), or which launches an app and brings up a unique location rather than just launching the app.)

The phrase latency refers to:

Delay (Delay (what techies call latency) can be critical for time-sensitive communications, such as financial trading. If a firm lacks low latency then it may miss opportunities to exploit a trading signal or market imperfection.)

Banner ads are part of a category of online advertising referred to as: _______

Display advertising (Graphical advertising (as opposed to text ads) refers to image (or display) ads. While Google has the largest network specializing in distributing text ads, it had been a laggard in graphical display ads (sometimes called image ads).)

Google's ad network gives it:

Distribution (For Google, its ad network is a distribution play. The ability to reach more potential customers across more websites attracts more advertisers to Google.)

Mistyping path or filenames in a Web address may result in a 404 error, which means:

Document Not Found (Path and file names are case sensitive. For example, amazon.com/books is considered to be different from amazon.com/BOOKS. Mistyping the capital letters after the domain name might get a 404 error-a Web server error code that means document not found.)

The _____ is a distributed database that looks up the host and domain names that a user enters, and returns the actual IP address for the computer that the user wants to communicate with.

Domain Name Service (Typing individual IP addresses in Web browsers to access Web sites is a tough task, as IP addresses are hard to remember. In these cases, the domain name service looks up the host and domain names a user enters, and returns the actual IP address for the computer that the user wants to communicate with. It's kind of like a big, hierarchical set of phone books capable of finding Web servers, e-mail servers, and more.)

_____ refers to identifying and retrieving relevant electronic information to support litigation efforts.

E-discovery (Data archiving is not just for analytics. Sometimes the law requires organizations to dive into their electronic records. E-discovery is something a firm should account for in its archiving and data storage plans.)

While Google initially earned most of its money via advertising, today most of income comes from other non-Google businesses including Gmail, Android, cloud computing, and Nest.

False (90 percent of the firm's $75 billion in 2015 revenue came from advertising.)

Ad rank on Google is calculated using the equation: Ad Rank = f(__________, Quality Score, expected impact of extensions and formats).

Maximum CPC (Ad Rank = f(Maximum CPC, Quality Score, expected impact of extensions and formats))

App platforms lower the switching costs of software developers when compared to costs associated with developing browser-based alternatives.

False (App development often requires programmers to create a package using developer tools provided by mobile device manufacturers, further deepening switching costs. Others lament the walled garden created within apps where data is more tightly controlled by a service provider and where firms must comply to the usage policies of the platform provided (e.g., Apple, Google, Amazon, or Microsoft).)

The high customer costs of cloud computing raise the barriers to entry for startup technology firms seeking cloud services.

False (By lowering the cost to access powerful systems and software, barriers to entry also decrease.)

Proven relational technology is considered especially effective for "Big Data" work.

False (Conventional tools often choke when trying to sift through the massive amounts of data collected by many of today's firms.)

Twenty-percent time emphasizes that the firm avoids acquisition and instead focuses on allowing internal talent to grow.

False (During a recent time period, Google made 180 acquisitions (more than Apple, Microsoft, Amazon, Facebook, and Yahoo!, combined). YouTube and Nest are among the high-profile firms that Google has acquired.)

Dynamic pricing is considered especially appropriate for retailers, such as grocery stores or department stores.

False (Dynamic pricing is especially tricky in situations where consumers make repeated purchases and are more likely to remember past prices, and when they have alternative choices, like grocery or department store shopping.)

Most firms will opt for an IT configuration that is 100 percent in-house, packaged, or SaaS

False (For most firms, technology decisions are not binary options for the whole organization in all situations. Few businesses will opt for an IT configuration that is 100 percent in-house, packaged, or SaaS.)

IP addresses provide Google with perfect geographic targeting in queries.

False (Geotargeting via IP address is fairly accurate, but it's not perfect. Some ISPs may provide imprecise or inaccurate information on the location of their networks, or be be so vague that it's difficult to make a best guess at the geography. Proxy servers, third-party computers that pass traffic to and from a specific address without revealing the address of the connected users, can also mask an IP address.)

While Google plays in search and Android, it's still very much a horizontal company when compared to other tech industry rivals.

False (Google is one of the most vertically integrated tech firms the world has seen, offering OS, services, software, hardware, stores, broadband, and mobile.)

Google's investment in the Chrome browser has thus far proven mostly folly, with the firm's browser market share trailing not only Microsoft's Internet Explorer, but also Apple's Safari and the Mozilla Foundation's Firefox.

False (Google's Web browser, Chrome, has beaten out Internet Explorer to become the number one product used by Web surfers worldwide)

We need a new standard for Intenet addresses since the IPv6 format is nearly at its max.

False (IPv6 increases the possible address space from the 232 (4,294,967,296) addresses used in the current system (called IPv4) to a new theoretical limit of 2128 addresses. That's enough for every gram of matter on the earth to have its own IPv6 address.)

Global anti-trust laws are synchronized by world trade bodies, so a ruling in one nation will apply to most other industrialized nations.

False (In the United States, after a nearly two-year probe, one of the biggest investigations in history (generating over 9 million pages in testimony), the Federal Trade Commission (FTC) has essentially said "no," at least for now. The FTC voted unanimously to close its antitrust investigation without bringing charges.)

Internet services that run at download speeds of a minimum of 25 kbps and upload speeds of three kbps are called broadband.

False (Internet services that run at download speeds of a minimum of 25 mbps and upload speeds of three mbps are called broadband. (note, kbps refer to thousand bits per second while mbps are a million bits per second).)

Google's moves to allow hotel bookings directly from search pages have been well received by its large advertisers, Priceline and Expedia.

False (Making Google more relevant, especially on mobile, makes sense, but the new functionality comes with risks. Google's move into travel booking is upsetting some of the firm's biggest customers. Priceline spends over $1.5 billion advertising with Google each year. Expendia spends over $1 billion. Just these two firms account for about a 5 percent chunk of Google revenue.)

Ad network cookies work the same way in mobile apps as they do on the desktop.

False (Mobile smartphone apps don't use cookies. The technologies for providing a cookie-like feature in mobile apps include Google's Advertising ID and Apple's IDFA (Identifier for Advertisers). These technologies are critical for tracking things like ad impression views and click-throughs, but the two schemes behave differently, so there is not yet a common, cross-platform, in-app profiling technology standard.)

Public key encryption is considered far weaker than private key encryption, so most websites avoid using public key systems.

False (Most Web sites that deal with financial transactions (e.g., banks, online stores) secure transmissions using a method called public key encryption. The system works with two keys-a public key and a private key. The public key can "lock" or encrypt data, but it can't unlock it: that can only be performed by the private key. So a Web site that wants you to transmit secure information will send you a public key-you use this to lock the data, and no one that intercepts that transmission can break in unless they've got the private key. If the Web site does its job, it will keep the private key out of reach of all potentially prying eyes.)

VPN software should only be used on an organization's internal network. Never use VPN software on a public wireless network, as this could give hackers an entryway from your computer into your organization's secure network

False (Public wireless connections pose significant security threats. The use of VPN (virtual private network) software can reduce threats by making Internet transmissions unreadable if they are intercepted. VPN networks use encryption to scramble data, making it difficult for hackers to access.)

Google's dominance in search has determined all rivals, save for Microsoft with Bing, to abandon improving or investing in competitive efforts.

False (Rivals in search include established players like Yahoo and relative newcomers like Wolfram Alpha. Apple's Siri can also be considered a competitor since it serves up query results directly for things like sports scores and restaurant reviews, and defaults to Bing results for U.S. consumers.)

Google has been a relentless experimenter, even encouraging employees to spend 20 percent of their free time on new efforts. The primary benefit of "20 percent time" is seen as an employee retention-targeted job perk, since very few "20 percent time" projects have actually resulted in efforts Google has launched.

False (Roughly half of Google products got their start in 20 percent time.)

Google is a massive player in search. However, Google's rivals (including Bing and Yahoo) combine for a larger total share of the search market.

False (See diagram in section showing US Search Market Share.)

Students are discouraged from using over-the-Internet backup services since these are known sources for security vulnerability.

False (The most likely threat to your data doesn't come from hackers; it comes from hardware failure. Yet most users still don't regularly back up their systems. Internet backup services can provide off-site storage and access if disaster strikes.)

The success of the firm's search business has made the firm more risk averse.

False (The success of Google's ad business provides a massive cash hoard that allows the firm to fuel experimentation, constantly innovate, tolerate failure, acquire aggressively, and patiently build new markets.)

Social media has been largely immune from fraud, given the human element of content and curation.

False (The term social influence fraud refers to the phenomenon of generating fake followers, likes, +1s, retweets, shares, or YouTube views.)

The three "Vs" of Big Data refer to the names of the three leading commercial and open source technologies used in most of these efforts.

False (The three Vs of "Big Data"-volume, velocity, and variety-distinguish it from conventional data analysis problems and require a new breed of technology.)

One career thought to be 'safe' from disruption by technology is journalist, since a computer could never write a newspaper article or a book.

False (There's a good chance you've been reading news items and other copy written by robo-journalists. The Associated Press uses software called Wordsmith by the firm Automated Insights to craft more than 3,000 financial reports per quarter, posting summaries online within minutes of their release. The Big Ten Network uses software from Narrative Science for updates of football and basketball games and for short recaps of collegiate baseball and softball. And Insead Management Science professor Philip M. Parker has created an algorithm that has generated more than 100,000 books that are available on Amazon.)

You can think of the host as the name of the network you're trying to connect to, and think of the domain name as the computer you're looking for on that network.

False (Think of the domain name as the name of the network you're trying to connect to, and think of the host as the computer you're looking for on that network.)

One criticism of FTTH (Fiber to the Home) is that this capacity has to be shared, so if your neighbors are high-bandwidth users, they may reduce your Internet transmission speeds.

False (This is considered a weakness of cable broadband technology. Many residential providers of cable broadband use a system that requires customers to share bandwidth with neighbors. If the guy next door is a BitTorrent-using bandwidth hog, your traffic could suffer.)

The encryption math behind OpenSSL is so solid and would require such an extensive amount of computing power to execute a brute-force attack, that OpenSSL had (as of the writing of the textbook) never been compromised.

False (While encryption math is quite strong, that does not mean that all software using this math can't have other bugs that create vulnerabilities. The Heartbleed bug, a weakness in the OpenSSL security software, may have created a vulnerability in software used by two-thirds of Web sites and which is embedded into all sorts of Internet-connected products.)

Google is consistently seen as a better source of flu outbreaks than the U.S. Center for Disease Control.

False (While initially successful, two years later, Google was making more bad predictions than accurate ones. Researches hunting for the breakdown point to the fact that Google regularly changes its search engine.)

The dominance of the U.S. Internet industry worldwide is a direct result of United States consistent appearance at the top of speed and cost rankings for consumer last-mile broadband access.

False (With the pivotal role the United States has played in the creation of the Internet, pioneering software, hardware, and telecommunications industries, one might expect the U.S. to lead the world in last-mile broadband access. However, that is not true. A recent study ranked the U.S. 26th in download speeds, while others have ranked the U.S. far behind in speed, availability, and price.)

Products and services designed to target a specific industry are known as horizontal niches.

False (Going direct also means that SaaS applications are available anywhere someone has an Internet connection, making them truly global applications. This feature has allowed many SaaS firms to address highly specialized markets (sometimes called vertical niches).)

In contrast to other major platforms, there has never been a major open source software security vulnerability.

False (The Heartbleed incident represents one of the largest security vulnerabilities in recent memory.)

Virtualization offers firms many advantages, but one disadvantage is that it requires firms to buy more server computers than if organizations had not deployed virtualization.

False (The key benefit is that this lets firms stop buying separate servers for each application they wants to run. Rather, organizations can create many virtual computers on a single machine (or cluster of machines that provide a pool of capacity) so hardware is used more efficiently)

The fixed cost to produce a software product is effectively zero.

False (Unlike physical products assembled from raw materials, the marginal cost to produce an additional copy of a software product is effectively zero. Just duplicate, no additional input required. Fixed costs are expensive they're the people cost for programming, debugging, testing, among other things.)

Google technology has been engineered so that no single point of failure should interrupt the firm's operations. Systems that have such safeguards against interruption are said to be:

Fault Tolerant (Redundancy is the name of the game. Google assumes individual components will regularly fail, but no single failure should interrupt the firm's operations (making the setup what geeks call fault-tolerant).)

_____ refers to a broadband service provided via light-transmitting fiber-optic cables.

Fiber to the home technology (Fiber to the home technology refers to a broadband service provided via light-transmitting fiber-optic cables. It is the fastest last mile technology around.)

Those looking to share open source projects, contribute to these projects, or examine the code of projects (a great way to learn) should visit the site ___________.

GitHub (GitHub, where millions of projects are hosted and shared (coding students take note: today's employers assume you're GitHub savvy since this is a service many use for project collaboration).)

_____ refer to protesters seeking to make a political point by leveraging technology tools, often through system infiltration, defacement, or damage.

Hacktivist (Hacktivists are protesters seeking to make a political point by leveraging technology tools, often through system infiltration, defacement, or damage. They target firms, Web sites, or even users as a protest measure.)

A security tool that is deployed by firms as a phony target to lure or distract attackers and gain information about them is known as a:

Honeypot (Some firms deploy honeypots-bogus offerings meant to distract attackers. If attackers take the honeypot bait, firms may gain an opportunity to recognize the hacker's exploits, identify the IP address of intrusion, and take action to block further attacks and alert authorities.)

The _____ defines the rules for communication between Web browsers and Web servers.

Hypertext Transfer Protocol (The hypertext transfer protocol (http) defines how Web browsers and Web servers communicate and is designed to be hardware and operating system independent. It doesn't matter if messages come from a PC, a Mac, or a huge mainframe; if a device speaks to another using a common protocol then it will be heard and understood.)

The ______________ framework represents a series of standards for best practices in implementing, maintaining and improving organizational security.

ISO 27000 (There are several frameworks, but perhaps the best known of these efforts comes from the International Organization for Standards (ISO), and is broadly referred to as ISO27k or the ISO 27000 series. According to ISO.org, this evolving set of standards provides "a model for establishing, implementing, operating, monitoring, reviewing, maintaining, and improving an Information Security Management System.")

With _______, firms get the most basic offerings but can also do the most customization, putting their own tools (operating systems, databases, programming languages) on top.

IaaS (With IaaS, firms get the most basic offerings but can also do the most customization, putting their own tools (operating systems, databases, programming languages) on top.)

Each instance of an ad appearing on a Web site is known as a(n) _____.

Impression (Each time an ad is served to a user for viewing is referred to as an impression.)

Which of the following is a factor that has driven online ad growth in recent years?

Improved measurement and accountability (For several years, Internet advertising has been the only major media ad category to show significant growth. There are three factors driving online ad growth trends: (1) increased user time online, (2) improved measurement and accountability, and (3) targeting.)

Which of the following is a valid observation regarding information security?

Information security isn't just a technology problem. (Information security isn't just a technology problem; a host of personnel and procedural factors can create and amplify a firm's vulnerability.)

_____ is a nonprofit industry trade group for the interactive advertising industry.

Internet advertising Bureau (The industry trade group, the Internet Advertising Bureau (IAB), sets common standards for display ads so that a single creative (the design and content of the advertisement) can run unmodified across multiple ad networks and Web sites.)

The ratio of a company's annual sales to its stock is known as the _____ ratio.

Inventory Turnover (An AMR report ranked Walmart as having the seventh best supply chain in the country.[] The firm's annual inventory turnover ratio of 11.11 means that Walmart sells the equivalent of its entire inventory roughly every four to five weeks (by comparison, Target's turnover ratio is 5.7, Sears' is 3.6, and the average for US retail is less than 2.)

Which of the following is true about SaaS?

Its associated costs are treated as variable operating expenses rather than fixed capital expenses. (Firms that adopt software as a service never actually buy a system's software and hardware, so these systems become a variable operating expense. This flexibility helps mitigate the financial risks associated with making a large capital investment in information systems.)

Advertisements that are targeted based on a user's query are referred to as _____.

Keyword advertising (Advertisements that are targeted based on a user's query are referred to as keyword advertising. Advertisers bid on the keywords and phrases that they would like to use to trigger the display of their ad. Linking ads to search is considered good logic, since the user's search term indicates an overt interest in a given topic.)

_____ is insight gained from experience and expertise.

Knowledge (Knowledge is insight gained from experience and expertise. When information, derived from data, can be combined with a manager's knowledge, stronger decisions can be made.)

L.L. Bean's rollout of Big Data efforts for improved customer service involved all of the following except:

L.L. Bean needed to engage customers through roughly 30 different channels overall. IT staff learned new skills, with the firm "turning its SQL developers into Hive and Impala NoSQL experts." Marketing managers and new analytics team members were schooled in "Big Data Boot Camps." OLAP cubes and easy-to-use reporting tools were also made available to non-technical team members.

The phrase __________ refers to a type of virtualization that allows applications to share an operating system while still letting resources be shuttled around from low-powered hardware to massive pools of servers if capacity spikes.

LAMPS (There's another term that's increasingly appearing in the tech and business press: containers. This is a type of virtualization that allows applications to share an operating system while still letting resources be shuttled around from low-powered hardware to massive pools of servers if capacity spikes.)

Which of the following can be a major roadblock to turning data into information, and inhibits firm agility, holding back operational and strategic initiatives?

Legacy Systems (Legacy systems are older information systems that are often incompatible with other systems, technologies, and ways of conducting business.)

_____ is the process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote.

Link Fraud (Link fraud is also called "spamdexing" or "link farming." The idea behind it is to make a Web site move up in the natural search results in Google.)

Which of the following is considered to be the flagship open source software product?

Linux (Open source software is not only available for free, but also makes source code available for review and modification. The flagship OSS product is the Linux operating system, now available on all scales of computing devices from cell phones to supercomputers.)

_____ are systems that provide rewards and usage incentives, typically in exchange for a method that provides a more detailed tracking and recording of customer activity.

Loyalty Programs (The explosion in loyalty cards and loyalty programs is directly related to each firm's desire to learn more about customers and to turn them into a more loyal and satisfied customer. In addition to enhancing data collection, loyalty cards can represent a significant switching cost.)

The __________________ is a permanent and unique identifier baked into every network-connected device.

MAC Address (The MAC address is a permanent and unique identifier baked into every network-connected device (think of it as an unchanging IP address). All desktop, laptop, tablets, and smartphones have a MAC address.)

___________________ refers to a type of artificial intelligence that leverages massive amounts of data so that computers can improve the accuracy of actions and predictions on their own without additional programming.

Machine Learning (A type of artificial intelligence that leverages massive amounts of data so that computers can improve the accuracy of actions and predictions on their own without additional programming.)

_____ is the value of a firm calculated by multiplying its share price by the number of shares.

Market Cap (Market capitalization (market cap) is the value of a firm calculated by multiplying its share price by the number of shares. It is a strong indication of the value of a firm.)

Which of the following is not considered advantages of apps over packaged software and browser-based alternatives.

Most app stores provide localization efforts, translating content uploaded by developers into language systems offered in local app stores throughout the world. (App stores are always open. Apps are distributed at a fraction of the cost of conventional packaged software. Apps offer richer, more interactive interface options than simple web-based applications. Unlike browser-based alternatives, smartphone apps can integrate with the OS and send out direct message to users.)

The technology used to enable the wireless payment scheme in Android Pay is known as

NFC (Android Pay will leverage NFC (near field communication), a payment technology finally making its way into retailer point-of-sale systems.)

_____ refers to a method of querying and reporting that takes data from standard relational databases, calculates and summarizes the data, and then stores the data in a special database.

Online analytical processing (Online analytical processing refers to a method of querying and reporting that takes data from standard relational databases, calculates and summarizes the data, and then stores the data in a special database called a data cube.)

A(n)_____ refers to a unit of data forwarded by a network.

Packet (A packet refers to a unit of data forwarded by a network. The packets are like little envelopes containing part of the entire transmission-they're labeled with a destination address (where it's going) and a source address (where it came from).)

When different ISPs connect their networking equipment together to share traffic, it is called:

Peering (Internet Service Providers come in all sizes, from smaller regional players to sprawling international firms. When different ISPs connect their networking equipment together to share traffic, it's called peering.)

Cons executed through technology and that often try to leverage the reputation of a trusted firm or friend to trick the victim into performing an action or revealing information constitute:

Phishing (Phishing refers to cons executed through technology. Many have masqueraded as a security alert from a bank or e-commerce site, a message from an employer, or even a notice from the government. Sophisticated con artists will lift logos, mimic standard layouts, and copy official language from legitimate Web sites or prior e-mails.)

A _____ is a small computer program that extends the feature set or capabilities of another application.

Plug-in (A _____ is a small computer program that extends the feature set or capabilities of another application.)

Which of these is not a Google-backed effort to improve broadband access to Internet services?

Project X (Google Fiber offers high-speed, fiber-optic net access to homes in select U.S. cities, with Kansas City, Kansas; Kansas City, Missouri; Provo, Utah; and Austin, Texas chosen for the first rollouts. Google's experimental Project Loon hopes to bring the Internet to even more underserved, by blanketing regions with twelve-mile-high balloons that act as floating Internet relay points. Google is also a major backer (along with Liberty Global and HSBC) of the O3b satellite network. And the firm is experimenting with delivering Internet throughout South Africa via unused or "white" space in the nation's television broadcast spectrum.)

Which of the following is usually not an option for firms relying on unique processes, procedures, or technologies that create vital, differentiating competitive advantage?

Purchasing package software from a vendor to automate such efforts (Netflix and Dell both considered third-party software to manage inventory fulfillment. But in both cases, these firms felt that mastery of these functions was too critical to competitive advantage, so each firm developed proprietary systems unique to the circumstances of each firm.)

Which of the following observations regarding software as a service is true?

Radical changes in a SaaS system's functionality might result in unforeseen training costs. (Organizations adopting SaaS may find they are forced into adopting new versions. This fact is important because any radical changes in a SaaS system's user interface or system functionality might result in unforeseen training costs, or increase the chance that a user might make an error.)

Which of the following is by far the most common standard for expressing databases?

Relational databases (Databases organized in a format, where multiple tables are related based on common keys, are referred to as relational databases. There are many other database formats (sporting names like hierarchical, and object-oriented), but relational databases are far and away the most popular. And all SQL databases are relational databases.)

If the ads you're seeing when surfing the web are advertising products you've previously searched for on the pages of another website, then the ads served to you are probably an example of _______________.

Retargeting (Retargeting, or remarketing, allows advertisers to serve targeted ads to consumers who may have viewed a product page but did not buy that product. Google and other ad networks support retargeting.)

The relaying of data packets between the two ends of a communication over the Internet is carried out through special computers called:

Routers (It is the job of IP (Internet Protocol) to route the packets to their final destination, and those packets might have to travel over several networks to get to where they're going. The relay work is done via special computers called routers, and these routers speak to each other and to other computers using Internet Protocol.)

The term for techniques used to improve a page's rank in search results is:

SEO (Search engine optimization (SEO) is the process of improving a Web site's organic search ranking. The scope and influence of search has made SEO an increasingly vital marketing function.)

_______________ is an example of an exploit in which hackers target security vulnerabilities caused by software developers not validating user input.

SQL injection technique. (Some exploits, like the SQL injection technique, directly target poorly designed and programmed Web sites, zeroing in on a sloppy programming practice where software developers don't validate user input.)

_____ is the ability to either handle increasing workloads or to be easily expanded to manage workload increases.

Scalability (Scalability is the ability to either handle increasing workloads or to be easily expanded to manage workload increases. Scalability allows a firm to scale from start-up to blue chip without having to significantly rewrite their code, potentially saving big on software development costs.)

Systems that can absorb any type of data, structured or not, from any type of source are often referred to as:

Schema-less (Systems that can absorb any type of data, structured or not, from any type of source are often called schema-less.)

Which of the following factors is thought to have been at work during the Target security breach: Notifications from security software were ignored.

Security software notification went off shortly after unauthorized software began collecting data inside Target's network, but Target ignored the warning. While the area where credit card transactions are processed is supposed to be walled off from other areas of the Target network, hackers found holes and eventually nestled their code in a sweet spot for grabbing customer data, disguising the code with the label "BladeLogic" the name of a legitimate data center management product. The firm's security software has an option to automatically delete malware as it's detected but Target's security team had turned that function off.

Which of the following refers to sites that wrap data in invisible tags that can be recognized by search engines, analysis tools, and other services to make it easier for computer programs to accurately categorize, compare, and present this information?

Semantic Web (Semantic Web refers to sites that wrap data in invisible tags that can be recognized by search engines, analysis tools, and other services to make it easier for computer programs to accurately categorize, compare, and present this information.)

You will often hear technologists refer to the SQL standard by pronouncing it as

Sequel (The acronym SQL (often pronounced sequel) also shows up a lot when talking about databases. Structured query language (SQL) is by far the most common language for creating and manipulating databases.)

_____ are massive networks of computer servers running software to coordinate their collective use.

Server Farms (Server farms provide the infrastructure backbone to SaaS and hardware cloud efforts, as well as many large-scale Internet services.)

Which of the following is a customer relationship management software?

Siebel (Many open source products come with the installation tools, support utilities, and full documentation that make them difficult to distinguish from traditional commercial efforts. Siebel is a customer relationship management software that competes with Salesforce.com and SugarCRM.)

Malware _____ are a sort of electronic fingerprint often used to recognize malicious code.

Signatures (The malware signature is a sort of electronic fingerprint often used to recognize malicious code. Recent malware has become polymorphic, meaning different versions are created and deployed in a way that their signature is slightly altered.)

_____ is a form of cloud computing where a firm subscribes to a third-party software-replacing service that is delivered online.

Software as a service (With software as a service (SaaS), a firm subscribes to a third-party software-replacing service that is delivered online.)

The term _____________ refers to frequencies used for wireless communication.

Spectrum (Spectrum refers to frequencies used for wireless communication. Most mobile cell phone services have to license spectrum. Some technologies such as Wi-Fi use unlicensed public spectrum.)

A(n) _____ is software that traverses available Web links in an attempt to perform a given task.

Spider (search engines to discover documents for indexing and retrieval use Spiders, also known as software robots or Web crawlers.)

The term _____________ refers to forging or disguising the origin or identity.

Spoof (Spoofed is a term used in security to refer to forging or disguising the origin or identity. It's possible that the e-mail address has been spoofed (faked) or that it was sent via a colleague's compromised account.)

Which of the following allows a firm to serve ads to specific categories of Internet users, so that it can send ads to groups it is most interested in reaching, and those that are most likely to respond to such an effort?

Targeting (Advertising ROI can be improved through targeting. In theory a firm can use targeting to spend marketing dollars only on those users deemed to be its best prospects.)

Exploits that attempt to infiltrate a computer system by masquerading as something that they are not are called:

Trojan (Trojans are exploits that, like the mythical Trojan Horse, try to sneak in by masquerading as something they're not. The payload is released when the user is duped into downloading and installing the malware cargo, oftentimes via phishing exploits.)

Competition from Google has encouraged broadband providers to lower prices and improve speeds.

True (Broadband competition from Google seems to be helping even those consumers who don't choose it, with many competitors matching Google on increased speeds and lower prices.)

Online advertising can significantly influence brick and mortar sales.

True (Click-throughs and online purchases are great, but online ads influence offline sales, too. Deloitte Consulting estimates that in 2014, some 28 percent of sales in stores, or $970 billion, was influenced by mobile devices. That's more than three times the overall online sales figure of roughly $300 billion that year.)

Despite headlines for consumer-oriented data breaches and credit card database hacks, ad fraud remains one of the largest and most lucrative targets for cybercriminals.

True (Despite headlines for consumer-oriented data breaches and credit card database hacks, ad fraud remains one of the largest and most lucrative targets for cybercriminals)

Spotify's EchoNest subsidiary analyzes both tracks themselves, as well as what others are saying about music in order to build automated music recommendations.

True (EchoNest software can "listen" to music. It analyzes it to break down its characteristics: pitch, key, tempo, vocals or instrumental, live or studio, energy level, mood, and more. The firm's software also constantly scours the Web by"reading" music blogs, news reports, and more (as many as 10 million documents each day). The goal is to do "what a great deejay does, or the friend that you rely on musically: to better understand who you are as a fan, understand all the music that's out there, and make that connection.)

Google's size has caused it to be investigated for anti-trust violations in Europe.

True (European authorities have invested Google. Some wonder if the firm has an unfair advantage, favoring its own properties, like Maps, YouTube, Google+, and Zagat over rivals. Results from these properties are integrated with Google search, and the toolbar that appears across the top of most Google Web sites also provides preferred access to Google rather than rival properties.)

Expert systems are used in tasks ranging from medical diagnoses to product configuration.

True (Expert systems are AI systems that leverage rules or examples to perform a task in a way that mimics applied human expertise. Expert systems are used in tasks ranging from medical diagnoses to product configuration.)

Firms may turn to third parties and outside services to acquire data for predictive models.

True (Firms such as restaurant chain Brinker rely on external feeds for weather, employment statistics, and gas prices.)

Two-factor or multi-factor authentication systems can slow consumers down, leading to consumer annoyance and dissatisfaction.

True (For most consumer applications, slowing down users with a two-factor or multi-factor authentication system would be an impractical mandate.)

Google assets include brand, scale, network effects, and data.

True (Google's brand is strong (it's the first service most consumers think of, and its name is synonymous with Internet search). Google also enjoys major scale advantages in search, and network effects in advertising. The firm's dominance also helps grow a data asset that can be used in service improvement)

Host and domain names are not case sensitive, but path names in URLs are.

True (Host and domain names are not case sensitive. Path and file names are case sensitive-amazon.com/books is considered to be different from amazon.com/BOOKS)

Firms that choose one ad network are not required to run ads from only that network.

True (In fact, many websites will serve ads from several ad networks (as well as exclusive space sold by their own sales force), oftentimes mixing several different offerings on the same page.)

YouTube is actually the Internet's second biggest search engine

True (In terms of query volume alone, YouTube, not Bing or Yahoo!, is the Internet's second largest search engine. Defeating Google with some sort of technical advantage will be difficult since Web-based innovation can often be quickly imitated. Google now rolls out over 550 tweaks to its search algorithm annually, with many features mimicking or outdoing innovations from rivals)

Over the past several years, online advertising has respresented the only advertising category that is consistently trending with positive share growth.

True (It's true! Over the past several years, online advertising has represented the only advertising category that is consistently trending with positive share growth.)

Although Microsoft has been tremendously profitable over the past decade, its stock price has been relatively flat over those years.

True (Microsoft continues to dominate the incredibly lucrative markets served by Windows and Office. But these markets haven't grown much for over a decade. In industrialized nations, most Windows and Office purchases come not from growth, but when existing users upgrade or buy new machines. And without substantial year-on-year growth, the stock price doesn't move.)

Google sells more advertising than any other media company in the world including Disney, News Corp, Time Warner, and the New York Times corporation.

True (No television network, no magazine group, no newspaper chain brings in more ad revenue than Google. And none is more profitable.)

NoSQL technologies are often used with massive, disparately structured data.

True (NoSQL technologies are especially popular with Internet firms that rely on massive, unwieldy, and disparately structured data; this technology is often at the heart of what are often characterized as "big data" efforts.)

Although the attack on Target was one of the largest credit card breaches in US business history, the software that executed the attack was not considered to be especially sophisticated.

True (The malware used to breach Target was described by one security expert as "absolutely unsophisticated and uninteresting.")

One of the problems with the IPv6 rollout is that it is not backward compatible with the existing IPv4 standard.

True (Unfortunately, IPv6 isn't backward compatible with IPv4, and the transition to the new standard has been painfully slow. This gives us the equivalent of many islands of IPv6 in a sea of IPv4, with translation between the two schemes happening when these networks come together.)

Uses don't really search the Internet using Google, they search a copy of Internet content stored on Google's servers.

True (Users don't really search the Web; they search an archived copy stored on a search firm's computers. A firm creates these copies by crawling and indexing discoverable documents.)

Google will split YouTube revenues with successful content creators, some of who have become "YouTube millionaires".

True (Video game commenter Felix Kjellberg (a.k.a. PewDiePie) and makeup vlogger (video blogger) Michelle Phan are entrepreneurs who have leveraged YouTube fame into multimillion dollar careers.)

Walmart uses Hadoop to sift through social media posts about the firm

True (Walmart leverages its huge Hadoop-based data trove to support some of its data mining efforts, sifting through massive amounts of social media-Twitter posts, Facebook updates, and other so-called unstructured data-to gain insights on product offerings, sales leads, pricing, and more)

As users spend more time in apps, this presents a challenge to Google's dominance in search.

True (While most online desktop time happens via the Web browser on mobile, mobile users spend an estimated 86 percent of their time in apps and only 14 percent on the Web. This shift concerns Google. When you search for restaurant reviews in Google's search engine, it can serve you ads and continue to build your user profile. But if you search via Yelp's app on an iPhone, Google can't see you at all.)

A white hat hacker looks for weaknesses in security mechanisms, with a view to help plug the holes that might be exploited by cyber-criminals.

True (White hats are the good guys who probe for weaknesses, but don't exploit them. Instead, they share their knowledge in hopes that the holes they've found will be plugged and security will be improved. Many firms hire consultants to conduct "white hat" hacking expeditions on their own assets as part of their auditing and security process. "Black hats" are the bad guys.)

Those accused of social influence fraud include Pepsi, Coca-Cola, Mercedes-Benz, Louis Vuitton, 50 Cent, Paris Hilton, Mitt Romey, and even the US State Department.

True (Yep, it's true: among the well-known accused of social influence fraud: Pepsi, Coca-Cola, Mercedes-Benz, and Louis Vuitton, 50 Cent, Paris Hilton, Mitt Romey,[] and even the US State Department.)

Why have US technology firms complained that U.S. government surveillance techniques put them at a disadvantage relative to foreign firms?

U.S. firms complain that the actions of surveillance agencies have put them at a disadvantage by damaging their reputation. (U.S. technology firms have complained that the actions of surveillance agencies have put them at a disadvantage, with customers looking for alternatives free of the tarnished perception of having (complicity or unwittingly) provided private information to authorities.)

URL, the address one types into a Web browser, stands for:

Uniform Resource Locator (When users type an address into a Web browser (sometimes called a URL for uniform resource locator), they are telling the browser what they are looking for.)

A server running _____ software can create smaller compartments in memory that each behave as a separate computer with its own operating system and resources.

Virtualization (Virtualization is a type of software that allows a single computer (or cluster of connected computers) to function as if it were several different computers, each running its own operating system and software. The most sophisticated of these tools also allows firms to combine servers into a huge pool of computing resources that can be allocated as needed.)

Which software allows a single computer to function as if it were several different computers?

Virtualization software (Virtualization software allows a single computer (or cluster of connected computers) to function as if it were several different computers, each running its own operating system and software and helps consolidate computing resources and creates additional savings and efficiencies.)

A(n) _____ is a closed network or a single set of services that is controlled by one dominant firm.

Walled Garden ("Walled garden" is often applied to mobile carriers that act as gatekeepers, screening out hardware providers and software services from their networks. Google has lobbied the government to force wireless telecom carriers to be more open, which caused the fall of their walled garden.)

Edward Snowden is:

a US government contractor thought whistle-blower by many, who released (in violation of US law) secret documents exposing state-run surveillance networks. (Former CIA employee and NSA contractor, Edward Snowden, gathered over 1.7 million digital documents from U.S., British, and Australian agencies and began leaking them to the press. The Snowden disclosures revealed that several U.S. government agencies, including the NSA and FBI, had data-monitoring efforts far more pervasive than many realized.)

iBeacon is:

a technology that apps can use to determine a user's location (New offerings that leverage tools (such as the app-engaging, location-based technology, iBeacon) are allowing venues to guide consumers to deals, products, and even parking spaces.)

Net neutrality is the principle that:

all Internet traffic should be treated equally. (Net neutrality is the principle that all Internet traffic should be treated equally. Sometimes access providers have wanted to offer varying (some say 'discriminatory') coverage, depending on the service used and bandwidth consumed. This has sparked debate over how much control broadband carriers can exert on their subscribers' online activity.)

_____ are hordes of surreptitiously infiltrated computers linked and controlled remotely, and are also known as zombie networks.

botnets (Botnets of zombie computers are networks of infiltrated and compromised machines controlled by a central command and are used for all sorts of nefarious activities.)

Google has attempted to demonstrate sensitivity to user privacy concerns by:

allowing users to leverage a cookie and a plug in that opts them out of interest-based tracking. (Google's rollout of interest-based ads shows the firm's sensitivity to user privacy. Google allows users to install a cookie that opts them out of interest-based tracking. And since browser cookies can expire or be deleted, the firm has gone a step further, offering a browser plug-in that will remain permanent, even if a user's opt-out cookie is purged.)

Which of the following is true regarding ad networks?

competition among ad networks is subject to network effects (Since advertisers attract content providers, which in turn attract more advertisers, then ad networks are subject to two-sided network effects)

Text ads appearing on Google search pages are billed on a(n) _____ basis.

cost-per-click (Not only are search ads highly targeted, advertisers only pay for results. Text ads appearing on Google search pages are billed on a pay-per-click (cost-per-click) basis, meaning that advertisers don't spend a penny unless someone actually clicks on their ad.)

Data used in online analytical processing (OLAP) reporting are stored in _____.

data cubes (Data used in OLAP reporting is usually sourced from standard relational databases, but it's calculated and summarized in advance, across multiple dimensions, with the data stored in a special database called a data cube.)

A(n) _____ is a database or databases focused on addressing the concerns of a specific problem.

data mart (A data mart is a database or databases focused on addressing the concerns of a specific problem. A firm may not need to keep large amounts of historical point-of-sale or transaction data in its operational systems. However, it might want past data in its data mart so that managers can hunt for patterns and trends that occur over time.)

A set of databases designed to support decision making in an organization is known as a(n):

data warehouse. (Most organizations need to combine and reformat data from multiple sources. Firms typically need to create separate data repositories for their reporting and analytics work. Data warehouses may aggregate enormous amounts of data from many different operational systems.)

Amdahl's law states that a system's speed is:

determined by its slowest component. (Amdahl's Law states that a system's speed is determined by its slowest component. More often than not the bottleneck isn't the backbone; it's the so-called last-mile, the connections that customers use to get online.)

An attack in which a firm's computer systems are flooded with thousands of seemingly legitimate requests, the sheer volume of which will slow or shut down the site, is known as:

distributed denial of service. (DDoS (distributed denial of service) attacks involve effectively shutting down Web sites by overwhelming them with a crushing load of seemingly legitimate requests sent simultaneously by thousands of machines.)

Wal-Mart stopped sharing its data assets with information brokers like ACNielsen and Information resources because:

due to Wal-Mart's huge scale, the agencies offered no extra value with their additional data. (Many retailers pool their data by sharing it with information brokers, such as Information Resources and ACNielsen, to provide more comprehensive insight on market behavior. But Wal-Mart's scale is so big that the additional data provided by brokers does not add much value. Thus, it no longer makes sense to allow competitors access to what happens in its own huge chunk of retail sales.)

Changing pricing based on demand conditions is known as.

dynamic pricing (Changing pricing based on demand conditions is known as dynamic pricing.)

Oracle, a firm that sells commercial ERP and database products, provides Linux for free, selling high-margin Linux support contracts for as much as five-hundred-thousand dollars. This is an example of:

firms using OSS to wean customers away from competitors. (Many firms are trying to use OSS markets to drive a wedge between competitors and their customers. By giving out Linux for free, Oracle hopes to wean customers away from Microsoft-a firm that sells many products that compete head-to-head with Oracle's offerings.)

A(n) ______ is a model building technique in which computers examine many potential solutions to a problem, iteratively modifying various mathematical models, and comparing the modified models to search for a best alternative.

genetic algorithm (A genetic algorithm is a model building technique in which computers examine many potential solutions to a problem, iteratively modifying various mathematical models, and comparing the modified models to search for a best alternative. Genetic algorithms have been use to build financial trading models, airport schedules, and designing parts for the international space station.)

Geosynchronous Earth Orbit (GEO) systems

have a higher latency than LEO systems (GEO satellites circle the earth in a fixed, or stationary, orbit above a given spot on the globe, but to do so they must be positioned at a distance that is roughly equivalent to the planet's circumference. The "last mile" became the last 88,000 miles for a round-trip to and from the earth's surface, and all that travel means higher latency (more delay).)

RFID technology is often used to:

identify products as they move through an organization's value chain (With radio frequency identification (RFID), inventory can literally announce its presence so that firms can precisely journal every hop their products make along the value chain: "I'm arriving in the warehouse," "I'm on the store shelf," "I'm leaving out the front door.")

Ads that run before a user arrives at a Web site's contents are called _____.

interstitials (The specific ad formats that are supported depend on the ad network but can include the following: image (or display) ads (such as horizontally oriented banners, smaller rectangular buttons, and vertically oriented "skyscraper" ads); rich media ads (which can include animation or video); and interstitials (ads that run before a user arrives at a Web site's contents).)

The problem of incompatible legacy systems limiting firms' ability to turn data into information is compounded by:

mergers and acquisitions. (The legacy systems problem can be made worse by mergers and acquisitions, especially if a firm depends on operational systems that are incompatible with its partner.)

Telecom firms seeking to provide mobile phone and mobile data service

must license the right to use wireless spectrum (Mobile wireless service from cell phone access providers is delivered via cell towers. While these providers don't need to build a residential wired infrastructure, they still need to secure space for cell towers, build the towers, connect the towers to a backbone network, and license the wireless spectrum (or airwave frequency space) for transmission.)

Search engine results returned and ranked according to relevance are known as a(n):

natural or organic search. (Performing a search (or query) on any search engine reveals results referred to by industry professionals as organic or natural search. Search engines use different algorithms for determining the order of organic search results. The best known is PageRank, used by Google.)

An integrated shopping experience and unified customer view across channels is sometimes referred to as _______________.

omnichannel (An integrated shopping experience and unified customer view across channels is sometimes referred to as omnichannel.)

Which of the following is not considered an advantage of Hadoop?

relational structure. (Roughly 80 percent of corporate data is messy and unstructured, and it is not stored in conventional, relational formats. Conventional tools often choke when trying to sift through the massive amounts of data collected by many of today's firms. The open-source project known as Hadoop was created to analyze massive amounts of raw information better than traditional, highly structured databases.)

The practice of designing, running and optimizing search-engine ad campaigns is known as:

search engine marketing (The practice of designing, running and optimizing search-engine ad campaigns is known as search engine marketing (SEM). The field of search engine marketing is relatively new and rising in importance. Over two-thirds of Google's revenues come from ads served on its own sites, and the vast majority of this revenue comes from search engine ads.)

The ____ between the customer and the vendor usually specify the levels of availability, serviceability, performance, operation, or other commitment requirements.

service level agreements (The service level agreement (SLA) is a negotiated agreement between the customer and the vendor. Vendors frequently sign an SLA with their customers to ensure a guaranteed uptime and define their ability to meet demand spikes.)

A problem limiting the turning of data into information is that most transactional databases are not set up to be:

simultaneously accessed for reporting and analysis. (A problem limiting the turning of data into information is that most transactional databases are not set up to be simultaneously accessed for reporting and analysis. If a manager asks a database that is already recording transactions to analyze historic sales trends showing the most and least profitable products over time, they may be asking a computer to look at thousands of transaction records, comparing results, and neatly ordering findings.)

Con games that trick employees into revealing information or performing other tasks that compromise a firm are known as _____ in security circles.

social engineering (Con games that trick employees into revealing information or performing other tasks that compromise a firm are known as social engineering in security circles.)

In the context of open source software, the term "hardened" is used to describe:

technology products with particularly strong security features. (Many OSS vendors offer "security focused" (sometimes called "hardened") versions of their products. These can include systems that monitor the integrity of an OSS distribution, checking file size and other indicators to be sure that code has not been modified and redistributed by bad guys who've added a back door, malicious routines, or other vulnerabilities.)

Wireless systems provided by earth-bound base stations like cell phone towers are referred to as:

terrestrial wireless. (Mobile wireless service from cell phone access providers is delivered via cell towers. Wireless systems provided by earth-bound base stations like cell phone towers are referred to as terrestrial wireless.)

LTE refers to:

the dominant worldwide 4G wireless transmission technology (3G is being replaced by high-bandwidth 4G (fourth-generation) mobile networks, and the winner in 4G technologies is LTE (long-term evolution).)

The major concern regarding software as a service involves:

the high dependence a firm develops with its SaaS vendor. (If a traditional software company goes out of business, in most cases its customers can still go on using its products. But if its SaaS vendor goes under, they have got all of the customers' data, and even if customers could get their data out, most organizations do not have the hardware, software, staff, or expertise to quickly absorb an abandoned function.)

The scale advantage enjoyed by Google in containing click frauds is demonstrated by:

the vast amounts of information on online activity gathered from serving more searches and ads than its rivals. (the vast amounts of information on online activity gathered from serving more searches and ads than its rivals.)

The phrase __________________ refers to security schemes that automatically send one-time use representations of a credit card which can be received and processed by banking and transaction firms at the time of payment. They are used in ApplePay and Android Wallet.

tokenization (A scheme called tokenization sends one-time use representations of a credit card over the Internet. While these tokens will buy your stuff, if stolen then can't be reused by bad guys.)

A system that records business-related exchanges, such as a cash register sale, ATM withdrawal, or product return is known as a(n) _____.

transaction processing system (For most organizations that sell directly to their customers, transaction processing systems (TPS) represent a fountain of potentially insightful data. Every time a consumer uses a point-of-sale system, an ATM, or a service desk, there's a transaction occurring, representing an event that is likely worth tracking.)

The _____ protocol works at both the start and endpoint of an Internet communication between two computers to ensure perfect copies of messages are sent and received.

transmission control (The transmission control protocol (TCP) manages the division of Web pages into smaller chunks, called packets, at the transmission end and receives these packets at the other end. It also ensures that packets are not damaged or corrupt, requests for replacements if needed, and synchronizes the correct receiving order of packets.)

The majority of popular websites use Google for at least some of their advertising.

true (Some 65 percent of the top 200 ad-supported websites use AdSense for at least a portion of their ad revenue.)

Google's AdSense program forks over more than $7 billion a year to more than 2 million publishers

true (Yes, Google's AdSense program forks over more than $7 billion a year to more than 2 million publishers)

So called content adjacency problems occur when ads appear alongside text they'd prefer to avoid.

true (Yes, this is the definition of content adjacency.)

IP targeting cannot reliably identify individual users because:

users are assigned different IP addresses as they connect and disconnect from various networks. (While the Internet offers targeting technologies that go way beyond traditional television, print, and radio offerings, none of these techniques is perfect. Since users are regularly assigned different IP addresses as they connect and disconnect from various physical and wi-fi networks, IP targeting can't reliably identify individual users.)

When a firm runs an instance of a PC's software on another machine and simply delivers the image of what's executing to the remote device, it is said to be operating on a(n) _____.

virtual desktop (Virtual desktops allow a server to run what amounts to a copy of a PC-OS, applications, and all-and simply deliver an image of what's executing to a PC or other connected device. This allows firms to scale, back up, secure, and upgrade systems far more easily than if they had to maintain each individual PC.)