xPerience Exam 2
problems with operational data
dirty data, missing values, inconsistent data, data not integrated, wrong granularity, too much data
business intelligence
the patterns, relationships, and trends identified by BI systems. As information systems, BI systems have the five standard components: hardware, software, data, procedures, and people. The software component of a BI system is called a BI application.
bounce rate
the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
support
the probability that two items will be purchased together
BI analysis
the process of creating business intelligence
publish results
the process of delivering business intelligence to the knowledge workers who need it
data acquisition
the process of obtaining, cleaning, organizing, relating, and cataloging source data
people
users of social media do what they want to do depending on their goals and their personalities. they behave in certain ways and observe the consequences. they may or may not changer their behavior.
social credentials
Third, being linked to a network of highly regarded contacts is a form of social credential. You can bask in the glory of those with whom you are related. Others will be more inclined to work with you if they believe critical personnel are standing with you and may provide resources to support you.
software
Users employ browsers and client applications to communicate with other users, send and receive content, and add and remove connections to communities and other users. These applications can be desktop or mobile applications for a variety of platforms, including iOS, Android, and Windows.
data mart
a data collection, smaller than the data warehouse, that addresses the needs of a particular department or functional area of the business
Social CRM
a dynamic, SM-based CRM process. The relationships between organizations and customers emerge in a dynamic process as both parties create and process content. in addition to the traditional forms of promotion, employees in the organization create wikis, blogs, discussion lists, frequently asked questions, sites for user reviews and commentary, and other dynamic content.
data warehouse
a facility for managing an organization's BI data
decision trees
a hierarchical arrangement of criteria that predict a classification or a value
threat
a person or organization that seeks to obtain or alter data or other IS assets illegally, without the owner's permission and often without the owner's knowledge
phishing
a similar technique for obtaining unauthorized data that uses pretexting via email
Enterprise Social Network (ESN)
a software platform that uses social media to facilitate cooperative work of people within an organization
decision support system
a synonym for decision-making BI systems
3 primary activities in the BI process
acquire data, perform analysis, publish results
what is the value of social capital?
add value in 4 ways -information -influence -social credentials -personal reinforcement
social media information system (SMIS)
an information system that supports the sharing of content among networks of users
vulnerability
an opportunity for threats to gain access to individual or organizational assets
market basket analysis
an unsupervised data mining technique for determining sales patterns
neural networks
another popular supervised data mining application used to predict values and make classifications such as "good prospect" or "poor prospect" customers
spoofing
another term for someone pretending to be someone else
Business Intelligence (BI) Systems
are information systems that process operational, social, and other data to identify patterns, relationships, and trends for use by business professionals and other knowledge workers.
hacking
breaking into computers, servers, or networks to steal data
confidence
conditional probability estimate
SM data falls into two categories
content and connections
Folksonomy
content structure that has emerged from the processing of many user tags
granularity
refers to the level of detail in the model or the decision-making process
businesses-to-consumer (B2C)
relationships to market products to end users
pull publishing
requires the user to request BI results
pay-per-click
revenue model in which advertisers display ads to potential customers for free and pay only when the customer clicks
freemium
revenue model offers users a basic service for free and then charges a premium for upgrades or advanced features
wardrivers
simply take computers with wireless connections through an area and search for unprotected wireless networks
the three SMIS Roles
social media providers, users, communities
ad-blocking software
software that filters out advertising content
safeguard
some measure that individuals or organizations take to block the threat from obtaining the asset
cluster analysis
statistical techniques identify groups of entities that have similar characteristics
email spoofing
synonym for phishing
the value of social capital
= # of relationships (x) the strength of those relationships (x) and the power of the people in those relationships
Step 4. Define your value
After pinpointing your target audience, you'll need to define the value you'll provide your audi- ence. Why should these users listen to you, go to your Web site, like your posts, or tweet about your products? Are you providing news, entertainment, education, employee recruiting, or informa- tion? In essence, you need to define what you are going to give your audience in exchange for mak- ing a connection with you.
Step 2. Identify success metrics
After you know what you want to accomplish using SM, you need to identify metrics that will indi- cate when you've achieved your goals. These are referred to as success metrics or key perfor- mance indicators (KPI). Metrics are simply measurements used to track performance. Every organization has different metrics for success. For example, a law firm may measure billable hours, a hospital may measure patients seen or procedures performed, and a manufacturer may look at units produced or operational efficiency.
unsupervised data mining
Analysts do not create a model or hypothesis before running the analysis.
hardware
Both users and organizations process SM sites using desktops, laptops, and mobile devices. In most cases, social media providers host the SM presence using elastic servers in the cloud.
social media providers
Facebook, Google+, LinkedIn, Twitter, Instagram, and Pinterest provide platforms that enable the creation of social networks ( social relationships among people with common interests)
Reinforcement
Finally, being linked into social networks reinforces a professional's identity, image, and posi- tion in an organization or industry. It reinforces the way you define yourself to the world (and to yourself). For example, being friends with bankers, financial planners, and investors may reinforce your identity as a financial professional.
Step 6: Gather And Analyze Data
Finally, when creating a social media strategy, you need to gather the right amount of data neces- sary to make the most informed decision you can. You can use online analystical tools like Google Analytics, Facebook Page Insights, Clicky, or KISSmetrics to measure the success metrics you defined earlier. These tools will show you statistical information such as which tweets get the most attention, which posts generate the most traffic, and which SM platform generates the most referrals.
influence
First, relationships in social networks can provide information about opportunities, alterna- tives, problems, and other factors important to business professionals. On a personal level, this could come in the form of a friend telling you about a new job posting or the best teacher to take for Business Law. As a business professional, this could be a friend introducing you to a potential new supplier or letting you know about the opening of a new sales territory.
information
First, relationships in social networks can provide information about opportunities, alterna- tives, problems, and other factors important to business professionals. On a personal level, this could come in the form of a friend telling you about a new job posting or the best teacher to take for Business Law. As a business professional, this could be a friend introducing you to a potential new supplier or letting you know about the opening of a new sales territory.
Business-to-business (B2B)
Now manufacturers are starting to use social media to become industry leaders, promote brand awareness, and generate new business-to-business (B2B) leads to retailers. Manufacturers can use social media by starting a blog that discusses the latest industry- related news, posts interviews with experts, and comments on new product innovations. They can also create a YouTube channel and post videos of product reviews and testing and factory walk- throughs.
procedures
On Facebook, for example, the relationships to your friends are connection data. The fact that you've liked particular organizations is also connec- tion data. Connection data differentiates SMIS from Web site applications. Both Web sites and social networking sites present user and responder content, but only social networking applica- tions store and process connection data.
SLATES
Search, Links, Authoring, Tags, Extensions, Signals McAfee defined six characteristics that he refers to with the acronym SLATES (see Figure 8-12). 42 First, workers want to be able to search for content inside the organization just like they do on the Web. Most workers find that searching is more effective than navigating content structures such as lists and tables of content. Second, workers want to access organizational con- tent via links, just as they do on the Web. They also want to author organizational content using blogs, wikis, discussion groups, published presentations, and so on. According to McAfee, a fourth characteristic of ESNs is that their content is tagged, just like content on the Web, and these tags are organized into structures, as is done on the Web at sites like Delicious (www.delicious.com). These structures organize tags as a taxonomy does, but, unlike tax- onomies, they are not preplanned; they emerge organically. In other words, ESNs employ a folk- sonomy, or a content structure that emerges from the processing of many user tags. Fifth, workers want applications that enable them to rate tagged content and to use the tags to predict content that will be of interest to them (as with Pandora), a process McAfee refers to as extensions. Finally, workers want relevant content pushed to them; or, in McAfee's terminology, they want to be sig- naled when something of interest to them happens in organizational content. Look at pic on phone.
social media (SM)
the use of information technology to support the sharing of content among networks of users
What types of security loss exist?
unauthorized data disclosure, incorrect data modification, faulty service, denial of service, loss of infrastructure
unauthorized data disclosure
when a threat obtains data that is supposed to be protected
use increases value
means the more people use a site, the more value it has, and the more people will visit
conversion rate
measures the frequency that someone who clicks on an ad makes a purchase, "likes" a site, or takes some other action desired by the advertiser
regression analysis
measures the impact of a set of variables on another variable
best practices
methods that have been shown to produce successful results in prior implementations
vanity metrics
metrics that don't improve your decision making
the functions of a data warehouse are
obtain data, cleanse data, organize and relate data, catalog data
IP spoofing
occurs when an intruder uses another site's IP address to masquerade as that other site
pretexting
occurs when someone deceives by pretending to be someone else
3 types of capital
physical, human, social
phisher
pretends to be a legitimate company and sends an email requesting confidential data
packet sniffers
programs that capture network traffic to monitor and intercept traffic on unsecured wireless (or wired) networks
sniffing
technique for intercepting computer communications
data mining
the application of statistical techniques to find patterns and relationships among data for classification and prediction
target
the asset that is desired by the threat
crowdsourcing
the dynamic social media process of employing users to participate in product design or product redesign. eBay often solicits customer to provide feedback on their eBay experience.
machine learning
the extraction of knowledge from data based on algorithms created from training data, subset of AI
human capital
the investment in human knowledge and skills for future profit
capital
the investment of resources for future profit
strength of a relationships
the likelihood that the entity (person or other organization) in the relationship will do something that benefits the organization
communication channel
the medium that carries the message
cross-selling
the method of selling the customer additional related products tied to one name
Social Media Plan Development
1. Define your goals 2. Identify success metrics 3. Identify target audience 4. Define your value 5. Make personal connections 6. Gather and analyze data
Step 5: Make Personal Connection
1. The true value of social media can be achieved only when organizations use social media to interact with customers, employees, and partners in a more personal, humane, relationship-oriented way.
communties
How the SM site chooses to relate to these communities depends on its goals. If the SM site is interested in pure publicity, it will want to relate to as many tiers of communities as it can. If so, it will create a viral hook, which is some inducement, such as a prize or other reward, for passing communications along through the tiers. If, however, the purpose of the SM site is to solve an embarrassing problem, say, to fix a product defect, then it would endeavor to constrain, as much as it can, the communications to Community A.
web 2.0
In 2006, Andrew McAfee wrote an article about how dynamic user-generated content systems, then termed Web 2.0, could be used in an enterprise setting. He described Enterprise 2.0 as the use of emergent social software platforms within companies. 41 In other words, the term Enterprise 2.0 refers to the use of enterprise social networks.
influencer
In a traditional business relationship, a client (you) has some experience with a business, such as a restaurant or resort. Traditionally, you may express your opinions about that experience by word of mouth to your social network. If you are an influencer in your social network, your opinion may force a change in others' behavior and beliefs.
you are the product
In a traditional business relationship, a client (you) has some experience with a business, such as a restaurant or resort. Traditionally, you may express your opinions about that experience by word of mouth to your social network. If you are an influencer in your social network, your opinion may force a change in others' behavior and beliefs.
step 1. define your goals
It may sound clichéd, but the first step in developing an SMIS is to clearly define what the organiza- tion wants to achieve with SM. As previously mentioned, your goals must be clear, deliberate, and aligned with the organization's competitive strategy. Without clearly defined goals, you won't know whether your SM effort was successful.
artificial intelligence (AI)
The ability of a machine to simulate human abilities such as vision, communication, recognition, learning, and decision making.
social capital
The investment people make in social relations with the expectation of returns in the marketplace
step 3. identify the target audience
The next step in creating an effective SMIS is to clearly identify your target audience. Chances are, it's not going to be everyone. For example, if you're Caterpillar Inc. trying to use social media to sell more D11 dozers, your target audience probably won't include many teenagers. Organizations go to great lengths to identify their target audience because it helps them focus their marketing efforts.
revenue models for social media
The two most common ways SM companies generate revenue are advertising and charging for premium services. On Facebook, for example, creating a company page is free, but Facebook charges a fee to advertise to communities that "like" that page.
connection data
data about relationships -On Facebook, for example, the relationships to your friends are connection data. The fact that you've liked particular organizations is also connec- tion data. Connection data differentiates SMIS from Web site applications. Both Web sites and social networking sites present user and responder content, but only social networking applica- tions store and process connection data.
content data
data and responses to data that are contributed by users -You provide the source content data for your Facebook site, and your friends provide response content when they write on your wall, make comments, tag you, or otherwise publish on your site.
supervised data mining
data miners develop a model prior to the analysis and apply statistical techniques to data to estimate parameters of the model
push publishing
delivers business intelligence to users without any request from the users
value of social capital
determined by the number of relationships in a social network, by the strength of those relationships, and by the resources controlled by those related
communities of practice (communities)
groups of people related by a common interest
5 components of SMIS
hardware, software, data, procedures, people look at phone for examples
what are the sources of threats?
human error, computer crime, natural events and disasters look at phone
Competitive Analysis
identifying and examining the characteristics of a competing firm
users
include both individuals and organizations that use SM sites to build social relationships. -More than 76 percent of people with Internet access use SM, and 80 percent of people access SM via their mobile phones. Social media providers are attracting, and targeting, certain demographic groups. For example, about 73 percent of Pinterest users are female. 4 percent of users are 25 or older.Organizations are SM users too. You may not think of an organization as a typical user, but in many ways it is. Organizations create and manage SM accounts just like you do. It's estimated that 78 percent of Fortune 500 companies maintain active Twitter accounts, 74 percent have Facebook pages, and 64 percent have YouTube accounts. These companies hire staff to maintain their SM presence, promote their products, build relationships, and manage their image.Depending on how organizations want to use SM, they can be users, providers, or both. For example, larger organizations are big enough to create and manage their own internal social media platforms such as wikis, blogs, and discussion boards. In this case, the organization would be a social media provider. We'll look at the ways social media can be used within organizations later in this chapter.
sources disciplines of data mining
look at phone
