MIS ch 13

data cube

"A collection of one or more tables of data, assembled in a fashion that allows for dynamic analysis to be conducted on the joins, intersections, and overall integration of these predefined tables"

data warehouse

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

social graph

A mapping of all significant online social relationship. Synonymous with the idea of a "social network" used to describe offline relationships. The collection of all these social networks.

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.

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

transaction processing system TPS

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

CRM

A well-designed_________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.

genetic algorithm

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.

notes

CPM Cost per thousand impressions (the M representing the roman numeral for one thousand). IP address A value used to identify a device that is connected to the Internet. IP addresses are usually expressed as four numbers (from 0 to 255), separated by periods. Internet Advertising Bureau (IAB) A nonprofit industry trade group for the interactive advertising industry. The IAB evaluates and recommends interactive advertising standards and practices and also conducts research, education, and legislative lobbying. NFC Near field communication; a short-range, wireless communication standard. NFC is being used to support contactless payment and transactions over NFC-equipped mobile devices. PageRank Algorithm developed by Google cofounder Larry Page to rank Web sites. Wi-Fi A term used to brand wireless local-area networking devices. Devices typically connect to an antenna-equipped base station or hotspot, which is then connected to the Internet. Wi-Fi devices use standards known as IEEE 802.11, and various versions of this standard (e.g., b, g, n) may operate in different frequency bands and have access ranges. ad network An effort that links advertisers to Web sites and other content providers (e.g., app firms, games) that are willing to host advertisements, typically in exchange for payment. affiliate program A cost-per-action program, where program sponsors (e.g., Amazon, iTunes) pay referring Web sites a percentage of revenue earned from the referral. botnets or zombie networks Hordes of surreptitiously infiltrated computers, linked and controlled remotely. This technique is used to perpetrate click fraud, as well as a variety of other computer security crimes. cache Pronounced "cash," and refers to a temporary storage space used to speed computing tasks. click farms A network of users and computers engaged in coordinated click fraud. Since the different computers leverage different IP addresses, click farms can be more difficult to detect. click fraud Generating bogus clicks, either for financial gain (enriching fraud), or to attack rivals by draining their online ad budget (depleting fraud). click-through rate (CTR) 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. colo (colocation facility) Warehouse-sized facilities where telecommunication firms and other corporations bring their fiber optic cables and networking equipment together so that they can exchange networking traffic. These are the interconnection points that help make the Internet function as a network of networks. content adjacency problem A situation where ads appear alongside text the advertiser would like to avoid. contextual advertising Advertising based on a Web site's content. cookie A line of identifying text, assigned and retrieved by a given Web server and stored by your browser. cost-per-action (CPA) A method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, making a purchase, or installing an app. dark Web Internet content that can't be indexed by Google and other search engines. display (or image) ads Graphical advertising (as opposed to text ads). dynamic search ads Ads generated automatically based on the content of a Web site. Dynamic ads are particularly useful for firms with rapidly updating inventory or firms struggling to keep up with new search terms that may be relevant to their product line. fault-tolerant Capable of continuing operation even if a component fails. geotargeting Identifying a user's physical location (sometimes called geolocation) for the purpose of delivering tailored ads or other content. global positioning system (GPS) A network of satellites and supporting technologies used to identify a device's physical location. impression Each time an advertisement is displayed. interstitials Ads that run before a user arrives at a Web site's contents. keyword advertising Advertisements that are targeted based on a user's query. landing page The Web page displayed when a user clicks on an advertisement. link fraud Also called "spamdexing" or "link farming." The process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote. low latency Low delay. market capitalization (market cap) The value of a firm calculated by multiplying its share price by the number of shares. negative keywords Keywords that prevent an ad from showing up when specific terms are present. opt-in Program (typically a marketing effort) that requires customer consent. This program is contrasted with opt-out programs, which enroll all customers by default. opt-out Programs that enroll all customers by default, but that allow consumers to discontinue participation if they want to. organic or natural search Search engine results returned and ranked according to relevance. pay-per-click (PPC) A concept where advertisers don't pay unless someone clicks on their ad. plug-in A small computer program that extends the feature set or capabilities of another application. proxy servers A third-party computer that passes traffic to and from a specific address without revealing the address of the connected user. quality score A measurement of ad performance (CTR) and the quality of your ads, keywords, and Web site. Ads that are seen as relevant and that consumers respond to have higher quality scores. The firm uses quality score multiplied by the maximum CPC to determine an ad's display ranking. query Search. remarketing Lets a Web site show custom, targeted ads to a user when visiting other sites if that user has already visited a given page on the advertiser's site. This technique allows firms to "reintroduce" products to users or target them with special messages or promotions. retargeting Also known as remarketing, a form of online targeted advertising where ads are personalized for consumers based on previous Internet activity that did not result in a sale or conversion. Surf the Web and see ads for products you've looked at on other sties? This is likely a result of retargeting. rich media ads Online ads that include animation, audio, or video. search engine marketing (SEM) The practice of designing, running and optimizing search engine ad campaigns. search engine optimization (SEO) The process of improving a page's organic search rankings. semantic Web 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. server farm A massive network of computer servers running software to coordinate their collective use. Server farms provide the infrastructure backbone to SaaS and hardware cloud efforts, as well as many large-scale Internet services. spiders, Web crawlers, software robots Software that traverses available Web sites in an attempt to perform a given task. Search engines use spiders to discover documents for indexing and retrieval. third-party cookies Sometimes called "tracking cookies" and are served by ad networks or other customer profiling firms. Tracking cookies are used to identify users and record behavior across multiple Web sites.

ETL

Extract, TRANSFORM LOAD Cleansing and transformation so that data in the Data Warehouse is more uniform.

hadoop 4 modules

Hadoop Common - contains libraries and utilities needed by other Hadoop modules; Hadoop Distributed File System (HDFS) - a distributed file-system that stores data on commodity machines, providing very high aggregate bandwidth across the cluster; Hadoop YARN - a resource-management platform responsible for managing computing resources in clusters and using them for scheduling of users' applications Hadoop MapReduce - a programming model for large scale data processing.

loyalty card

In addition to enhancing data collection,________ can represent a significant switching cost.

hadoop

Open-source software framework from Apache that enables distributed parallel processing of huge amounts of data across many inexpensive computers; breaks data task into sub-problems and distributes the processing to many inexpensive computer processing nodes; combines result into smaller data set that is easier ton

Customer Lifetime Value (CLV)

The present value of the likely future income stream generated by an individual purchaser

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.

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

3 V's

Velocity, visibility, variability

Relational databases

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

Too much inventory; too little inventory

_____ and _____ are known as "a retailer's twin nightmares."

SQL

_____ is by far the most common relational database standard in use today, and is supported by many commercial and open source products. _____ allows a user to insert, update, delete, and query data from a database.

OLAP

_____ 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.

Expert systems

________are AI systems that leverage rules or examples to perform a task in a way that mimics applied human expertise.

business analytics and BI

a collection of computer technologies that support managerial work- decision making

multidimensional data

a major type of database that operates by storing data in such a way so that the data can be analyzed from different perspectives

Relational databases

all SQL databases are

unstructured data

hadoop, includes all social media data, data in free text, like media, write up, blogs.

MapReduce

is a framework for writing applications that process large amounts of structured and unstructured data in parallel across a cluster of thousands of machines, in a reliable and fault-tolerant manner.

YARN

is a next-generation framework for Hadoop data processing extending MapReduce capabilities by supporting non-MapReduce workloads associated with other programming models.

how to store unstructured data?

it isn't stored in relational database but you can use hadoop to structure this big data in a way that can be analyzed. these databases where running through bottlenecks. so algorithms are used to break data and process it parallel.

Hadoop (with structure layout)

open source program

market basket

representative collection of goods and services used to compile a price index Probability support confidence lift

slice and dice queries

select and project on one or more dimensions allows you to narrow down efficiently. using OLAP to do this

relational database management systems

sql (microsoft), access, dv2,