MIS final exam

SQL joins

(INNER) JOIN: Returns records that have matching values in both tablesLEFT ( OUTER) JOIN: Returns all records from the left table, and the matched records from the right table RIGHT (OUTER) JOIN: Returns all records from the right table, and the matched records from the left tableFULL (OUTER) JOIN: Returns all records when there is a match in either left or right table

Packaged Software:

(On-premise software)the use of the company's own servers and IT environment -on site.

Improved measurement

- Number of clicks (PPC) -Number of impressions-number of times an ad is shownon the website (PPM) pay per impressions -Actions: of the users one they follow the link to the advertised website (PPA) (CTR): clicktrhoug raite= totak measured clickw/total measured impressions)X 100

What is a server?

-A computer that provides services to other computer (or clients) within the network -ApplicationOperating systemHardware -

AdSense

-A program that allows content publishers to rent out their space on website so that Google can put ads in those websites -Embed ads inside relevant websites!-Different ad types that you can choose and allow Google to run on your website

Which of the following is/are true? (multiple answers) pt.2 -Foreign key must be unique. -A table in a relational database (i.e. a relation) is a named, two-dimensional table of data. -Relational database refers to tables that are related based on common keys -Table could have multiple names. -A record represents a field or combination of fields used to uniquely identify a file.

-A table in relational database (i.e. a relation) is a named, two-dimensional table of data. -Relational database refers to tables are related based on common keys

Amazon Kindle

-Allows them to lap up goods from an increasingly massive digital trough. -Also instantly links those customers with the firm's entire inventory of physical products. -Amazon consumer electronics devices are also data-gathering conduits, arming Amazon to collect more customer insight to power existing and new initiatives.

long tail

-Amazon takes advantage of the long tail, a concept where firms can profitably offer a selection of less popular products. -Amazon's enormous product selection—with offerings from the firm and from third parties—reinforces its position as the first-choice shopping destination.

Why Google gives the Android for free?

-Create their own smartphone market in other countries -Greater bargaining power with other players in the mobile industry •Carriers •Handset maker who develops its own OS (Apple)

Amazon wheel of growth

-Creation of a two-sided network -Greater bargaining power with suppliers on price & selection ▪One-click ordering ▪Reviews ▪Recommendations ▪Free super saver shipping -The driving forces: Technology-enabled data asset Technology-enabled operations

Characteristic of Cloud Computing

-Dynamically assigned and reassigned according to consumer demand -Servers share information / resources no matter where they are physically located -Can be monitored, measured, controlled /optimized, and reported, so pay as you use -Resources can be rapidly and elastically provisioned to quickly scale out when needed -High availability -Use when needed -Fault tolerance

Chaotic storage: Advantages

-Flexibility -Accuracy -Simplicity -Optimization

Neutral learning applications

-Image recognition -Pattern recognition -Facial recognition -Forecasting -Music composition -

Different ways of shipping

-Long and Mid-Haul Trucking: -Prime Air -The Last Mile -By Sea and Global Reach -On Deck—Delivery by Drone

The mobile industry setting

-Network Operators (Carriers) -AT&T, Verizon -Handset Manufacturers & OS providers -Samsung, Xiaomi -Content & Application Providers -Facebook, Google, Netflix

Which of the following is NOT a benefit of SaaS: -Low Cost -No network needed -Fast implementation -Scalable to support business growth -Bug fixes happen with minimal disruption

-No network needed

Googles Privacy issue

-Privacy advocates also worry that the amount of data stored by Google serves as one-stop shopping for litigators and government investigators. •Google has continually reflected an aggressive defense of data privacy in court cases. •Google is increasingly finding itself in precedent-setting cases where the law is vague.

Which of the following is/are true? (multiple answers) -Firms spend more using SaaS. -Virtualization is a type of software that allows the company to virtualize the business operation for monitoring purposes. -Customers manage their own serves under Infrastructure as a Service (IaaS). -Private cloud refers to the cloud infrastructure is operated solely for an organization. -SaaS refers to software that is made available by a third-party online.

-Private cloud refers to the cloud infrastructure is operated solely for an organization. -SaaS refers to software that is made available by a third-party online.

Technology-enabled Data Asset

-Product reviews -Browsing (click, delay, back)/purchasing history → Personalization of web page→ Recommendations: More data, better guess -Run A/B tests (maybe in thousand annually) A/B test: A randomized group of experiments used to collect data and compare performance among two options studied (A and B) o With vs. without recommendation o Webpage layout, size, color o Delay in page loading

Benefits of Cloud Service

-Scalable / elastic -Reliable (fault tolerance) -Broad network access (high availability) -Use as you need / pay as you use -Save costs on infrastructure, like hardware, servers, networking, ect. -Data is secure in the cloud -Enables organizations to focus on other areas

Which of the following is true of software as a service (SaaS)? -Firms spend more using SaaS. -Scalable system is one of the characteristics -It is not as green as traditional computing. -SaaS firms face diseconomies of scale. -SaaS vendors are less attuned to customer needs

-Scalable system is one of the characteristics.

How to improve a page's organic search results?

-Search Engine Optimization (SEO) -Gaming with PageRank algorithm

Amazon Business Pillars

-Three pillars of the business —large selection, customer experience, and lower prices. -Outstanding customer experience results in repeat customers and fuels a strong brand. -As number of customers increase, more products can be offered, creating scale. •Robots make a warehouse 50% more efficient at moving inventory and store 50% more product—but it costs $46 million to set up a warehouse with a robot-run system. •Amazon boasts on-time package delivery rates of up to 99.9% or more.

Potentail risk of cloud service

-Total cost of ownership -Vendor locked-in Switching costs •Interoperability among clouds is not yet at a mature stage Large amounts of data are hard to move •Very dependent if run entire business on a single vendor •Concern about the long-term viability of partner firms Reliance on a network connection -May be slower, less stable, and less secure. Security•Concerns about data confidentiality in the cloud

IaaS Vendor Examples

-Virtualization: A type of software that allows a single computer or cluster of connected computers to function as if it were several different computers Each computer runs its own operating system and software -Public Cloud: The cloud infrastructure is made available to the general public and is owned by an organization selling cloud services. -Private Cloud: The cloud infrastructure is operated solely for an organization.

Cookies: Great personalization and targeting comes form cookies.

A line of identifying text, assignedand retrieved bya given Web server and stored by your browser -Once you accept the cookie, the web server starts to build your browsing profile

Neural networks:

A statistical techniques used in AI, and particularly in machine learning. Neural networks hunt down and expose patterns, building multilayered relationships that humans can't detect on their own.

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. Machine learning is a technique to achieve AI through algorithms trained with data.

Deep learning:

A type of machine learning that uses multiple layers of interconnections among data to identify patterns and improve predicted results. _Deep learning most often uses a set of techniques known as neural networks and is popularly applied in tasks like speech recognition, image recognition, and computer vision. -Now, it is common to haveneural networkswith 10+ layers and even 100+ layer.

inner join

AJOIN clause is used to combine rows from two or more tables, based on a related column between them. A query that will retrieve OrderID, CustormerName.

Why did Amazon setup its warehouses using the Chaotic storage method?

ALL A.It was very flexible B.It was super simple C.It was as accurate as other available methods D.It helped to optimize the time required by the warehouse workers

Acquisitions and Category Expansion

Acquisition of other firms and the growth of new internal businesses has enabled it to: -Broaden its product offerings. -Absorb potentially threatening competitors before they get too big. -Experiment with new product offerings and services. -Integrate value-added businesses and technologies.

Adwords

Ad Rank =𝒇(Maximum CPC, Quality Score, expected impact of extensions and formats) Advertisers bidon the keywordsthey would like to use to trigger the display of the ad -they choose the maximum cost per click (CPC) they are willing to pay -Keyword adverting they're targeted based on the words in a user's search query -Auction system: AdWords

PageRank:

Algorithm developed by Google cofounder Larry Page to rank websites .•Web pages that have more pages linking to them are ranked higher

Link fraud

Also called "spamdexing" or "link farming." The process of creating a series of bogus websites, all linking back to the pages one is trying to promote.

Ad Network:

An effort that links advertisers to websites and other content providers (e.g., app firms, games) that are willing to host advertisements, typically in exchange for payment.

Which of the following factors contributes to a web page's quality score? A.Number of characters in the ad B.Cost-per-click C.Cost-per-impression D.Image richness E.Click-through rate

Click through rate

Platform as a Service: PaaS

Customer: "I have developed or acquired an app,I need a place to run it."

Infrastructure as a Service: IaaS

Customer: "I need a server" (raw processing power and/or storage)

Software as a Service: SaaS

Customer: "I want access to the software app via my thin client interface (e.g., Web browser)".

Data Mining vs Machine Learning

Data Mining: -extracts useful information from a large amount of data: -We explicitly look for patterns -Involves manual efforts to find knowledge and insights in data -Limited in efforts due to manual work vs Machine Learning: -makes computer to learn new things without explicitly programming -Algorithm/model identifies the patterns -We create algorithms to train the system to learn about new insights -Can work on large dataset with high efficiency in accuracy

_____ is the process of using computers to identify hidden patterns in and to build models from large data sets.

Data mining

Deep learning limitations

Data: -requires a massive volume of data to train -Processing massive volume of data is not within the capability of every machine Computational power: -requires graphical processing units which have thousands of cores compared to CPUs, and GPUs are more expensive Training time: - takes hours or even months to train

Unsupervised learning:

Does not have output categories or labels on the data

Cluster Analysis refers to similar records (or characteristics) are grouped together, and it could be used to find out which specific bank customers might qualify for a type of loan. True

False

In SQL, SELECT, FROM and WHERE are all required clauses.

False

True of False: Ad networks enforce exclusivity. Once a content provider selects one ad network it cannot implement other forms of advertising on its website.

False

True or False: Advertisers can pay to have their ads move up in organic search results.

False

True or False: Amazon does not open its website up to third-party sellers.

False

True or False: Amazon's cash conversion cycle was a huge challenge for the company during its period of high growth.

False

True or False: Data mining techniques have the adaptation ability, i.e., our algorithm can improve itself.

False

True or False: IaaS refers to a form of cloud computing where a firm subscribes to third-party software and receives a service that is delivered online.

False

True or False: The Android software development kit (SDK) keeps 30% cut from sales in app store.

False

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

False

Affiliate marketing program:

Firm rewards partners who bring in new business, with a percentage of any resulting sales.

the origin of Android Ecosystem

Google's existing apps (search engine, maps, Gmail) to make them even more popular in the mobile space à stronger presence in the mobile industry

Drivers for online ads growth

Increasing user time online/on mobile -Traditional channels (TV, Radio, newspapers, etc) Improved measurement and accountability -Traditional channels: pay for ad spot regardless of audience: hard to measure performance of the ad campaign Targeting

Which of the following statements holds true for the term "HTML"?

It refers to the language used to create and format Web pages.

IaaS use: Examples

Netflix Moved to Amazon Web Services EC2 Cloud a large portion of the core business application related to online streaming, including encoding movies for streaming, log analysis, almost everything that scales with customers and streaming usage

Android's Key Features

Open Source: -Free -no licensing fee -The source code open: fewer bugs, more robust; more secure Large App Developer Community: -The Android software development kit (SDK) - Free download ---->Encourage developers to join -Typically SDKs require expensive certification and high membership fees -Featured by its ease of use

Chaotic storage:

Organic shelving system without permanent areas or sections. The product's characteristics and attributes are irrelevant.

Advertismentws in google search

Paid reslults: Adverstismetns: A business pays to have their ads displayed when users do a search containing specific keywords. •Advertisements account for the major revenue source for Google

Cash Conversion Cycle

Period between distributing cash and collecting funds associated with a given operation.

Two-sided network effect:

Products get more valuable as two distinct categories of participants expand.

____ is by far the most popular language for creating and manipulating databases.

SQL

Which of the following is an example of a SaaS offering?

Salesforce.com

What was the key business area that gave Amazon it's initial start?

Selling paper books through its website

Spiders, Web crawlers, software robots:

Software that traverses available websites in an attempt to perform a given task. Search engines use spiders to discover documents for indexing and retrieval.

Technology-enabled Operations Supporting technology

Technology-enabled Operations Supporting technology -A database that tracks and monitors every single product that enters/leaves the warehouse and keeps track of every single shelf space (e.g. empty or contains a product). -Software informs the picker the optimal route -The unique barcode identifies everything: Every incoming product is assigned a specific barcode that matches the shelf space in which it will be stored Technology-enabled Operations Supporting technology §

Platform as a Service (PaaS)

The capability provided to the customer is to deploy onto the provider's (owned or contracted) cloud infrastructure consumer-created or acquired applications built using programming languages and tools supported by the provider. The customer: •does not manage or control the underlying cloud infrastructure including network, servers, operating systems, or storage •has control over the deployed applications.

Does it return the same result as the SQL statement using INNER JOIN?

True

In public-key encryption systems, the functions of the public and private keys are NOT interchangeable.

True

True of False: The Android team decided on a suite of features that would allow users to determine whether they had had too much screen time, which helps with the "digital well-being" challenge.

True

True or False: For the carriers -the cell phone device is their version of the razors/razor blade business model.

True

True or False: we have data about the physicians: patient history, test results, etc. Also, we have the correct decision of physicians' diagnosis from their historical data, and we want to build a model to predict physicians' decision accuracy. This is an example of supervised learning

True

IP address:

Value used to identify a device that is connected to the Internet. Changes depending on how and where one connects to the Internet. §Google can identify a location based on mapping Wi-Fi hotspots and nearby cell towers. -Many mobile devices come equipped with global positioning systems (GPS): A network of satellites and supporting technology used to identify device location.

we have the target category → Supervised Learning

We have data about the houses: square footage, number of rooms, and whether a house has a garden or not, and their prices. We want to learn the relationship between these features and the prices of these houses.

we lack this kind of signal, i.e., does not have ground truth→ Unsupervised Learning

We have data about the physicians: patient history, test results, etc. However, we do not have the ground truth(the correct decision) of physicians' diagnosis, and we want to predict physicians' decision accuracy.

The hypertext transfer protocol (http) defines the communication between:

Web browsers and web servers

mobile industry setting

Who are the business participants of the cellular industry? -Network Operators (Carriers) -AT&T, Verizon -Handset Manufacturers & OS providers -Samsung, Xiaomi -Content & Application Providers -Facebook, Google, Netflix Every Android device comes preloaded with a few different sets of apps

Can a cloud break down?

Yes, but unlikely -Amazon

Technologies that measure and analyze human body characteristics for identification or authentication are known as _____.

biometrics

Coopetition

cooperation + competition

Geotargeting

identifying a user's physical location for the purpose of delivering tailored ads or other content

Cloud computing

is a model for enabling on-demand network access to a shared pool of configurable computing resources (e.g., servers, storage, applications) that can be rapidly provisioned with minimal service provider interaction.

The website displayed when a user clicks on an ad is called the:

landing page

Supervised learning:

model relationship and dependencies between the target prediction output and the input features

Amazon Web Services (AWS)

offer several advantages, including increased scalability, reliability, and security.

A(n) _____ is a search performed on Google or any other search engine.

query

Organic or natural search:

search engine results returned and ranked according to relevance.

Google use _______ to discover documents for indexing and retrieval.

spiders

Artificial intelligence:

the computer software that can mimic or improve upon functions that would otherwise require human intelligence. The generalized learning: to react appropriately to a new situation. The problem solving: to use the given input and find a solution for a problem.n. The reasoning ability: to determine which choice to take based on the circumstance. The problem solving: to use the given input and find a solution for a problem.

Deep learning is achieved by:

the neutral network

Market Capitalization (market cap):

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

Could we use "Customers INNER JOIN Orders" instead of "Orders INNER JOIN Customers"?

yes

Organic or Natural result:

•Does not accept moneyfor placement of links in organic search results. •34% of clicks go to the top result, twice the percentage that goes to number two.

Functions of a server

•File server •Database server •Web server •Mail server •...

Features of a server

•More robust •More stable •More secure •Less user friendly

What is inside the cloud?

•Store files, photos, music •Work on Excel, Word •Use PhotoShop On your phone: ^the same

Goodbye checkout

•The new Amazon Go concept store shows how a tech giant could really advance retail. •The initial concept shows a store without cashiers and registers, where customers enter by scanning an app.