HM 271 Test #3
Domains
.COM, .EDU, . NET
The goals overlap, but the difference is that data warehousing is architecture; whereas data mining is best described as an application.
What are the difference between data mining and data warehouses?
Prediction, Identification, Classification, Optimization
What are the goals of data mining?
Internet of Things (Iot)
What are the innovations called that have sensors in them to track mini bars, auto charging guests, smart suitcases, connected mirrors, coffee makers, robot butlers, blinds, etc?
Merchant Model, Retail Model, and Opaque Model
What are the three different Online Travel agencies?
Structure Mining, Usage Mining, and Content Mining
What are the three web mining activities?
Hotel's direct website, hotel's chain website, online travel agencies
What are three ways you can book a reservation online?
regression and discriminant analysis.
What are two of the most frequently used statistics in data mining?
Decision Trees
What data mining technique starts with broad characteristics and progressively narrows the focus onto specific independent variables that relate to the target?
It changes the industry structure therefore alter the rules of competition, Creates a competitive advantage by giving companies new ways to outperform their rivals, Creates new businesses from existing operations
What did the Information Revolution do?
Requires managers to see things that that others cannot
What does CA require managers to do?
Replace IT solutions before its copied
What does sustaining competitiveness require?
Increased operational efficiency and more personalized guest experience
What does the Iot achieve?
ITs
What has changed the whole hospitality industry competitive landscape?
A one easy to use device
What is an example of Resource Integration?
IT Integration
What is one of the biggest challenges of the industry?
What is the most used search engine in the world?
Web 2.0
Web sites that provide a means for users to interact
Spiders, Indexer, and search engine
What are 3 search tools?
IT Department
Who contains the bulk of the firm's technological expertise?
Asia
Who is the biggest user of the internet?
Web site
A collection of related web pages and associated items
Positioning View
A competitive advantage view that companies should choose one of three CA positions in the marketplace if they want to achieve and maintain a competitive advantage: cost leadership, differentiation, or focus.
Resource Based View
A competitive advantage view that contributes to performance of an organization by providing resources and competencies not be easily imitated and substituted by customers.
Dynamic Capabilities View
A competitive advantage view where a firm has the ability to integrate, build, and reconfigure internal and external competences to address rapidly changing environments.
Web Server
A computer that delivers requested web pages to your computer
Data Warehouse
A copy of transaction data specifically structured for querying, analysis, and reporting.
Optimization
A data mining goal discovering ways that work the best, cheapest, fastest, and most flexible.
Identification
A data mining goal that hopes to identify the existence of something through the discovery of hidden patterns. Ex: Manager checks to see a user hacked the system.
Classification
A data mining goal that involves the division and organization of data into classes. Ex: Different hotel guests
Prediction
A data mining goal usually based on predicting the result of some event. Try to predict the reaction of if there is a new benefit or lower interest rate on a credit card.
Classification (Supervised Learning)
A data mining strategy using input variables (independent) to predict output variable (dependent) values. Example: May classify current customers on how they pay their bills.
Clustering (Unsupervised Learning)
A data mining strategy where there is no dependent variable (output variable). All variables used in unsupervised learning are independent variables. Ex: A manager segments its customer base with same attributes.
Clustering
A data mining technique that groups rows of data that share similar trends and patterns.
Text Mining
A data mining technique that that works with large volumes of textual information in order to discover underlying patterns in the studied text.
Decision Trees
A data mining technique that uses tree-shaped structures to represent sets of decisions, beginning with broad characteristics and progressively narrowing the focus onto specific independent variables that relate to the target.
Data Mining Algorithm
A data mining techniques used to discover and represent the between-variable relationships.
Strategic Analysis
A dynamic process that requires examine both environmental and firm environments
Resource Integration
A must in strategic technology management. Enhances the guest experience.
IP address
A number that uniquely identifies each computer or device connected to the internet
IP
A protocol that moves packets around the Internet on its behalf, like a postal system. It referred to as a connectionless protocol because there is no continuing connection between the end points that are communicating. Each packet that travels through the Internet is treated as an independent unit of data without any relation to other units of data
Co Alignment Model
A strategic analysis model that addresses four key factors: environmental events, strategic choice, and firm structure and performance.
Resource Integration
A term that refers to the integration of technologies for gaining a competitive advantage, such as using the same network platform for delivering different services provided by different applications.
Social Media
A term used to describe web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.
Market Oriented
A type of strategic planning process that entails developing and maintaining a feasible fit between the organization's objectives, skills, and resources and its changing market opportunities.
Strategic Choice
After the firm sees the opportunities and threats in the environment, next step is to choose a strategy and put the firm's selection of competitive method that it will utilize to compete in the industry (Co-Alignment Model)
File transfer Protocol (FTP)
Allows users to transfer files from one computer to another.
Indexer
Another program within the search engine that reads and organizes the data received from the spider. The ____ contains a copy of every web page that spider has visited.
Firm Performance
As long as the environment events align with the strategic choice and firm structure, this will align with firm objectives. (Co-Alignment Model)
Targeted Ads
Bought on search engines; where the users can buy keywords.
Yes
Can IP addresses be fake?
Yes
Can organizations choose domains?
Search Engine
Compiles an index of where information is stored. It scans through all the pages listed and recorded in the index to find matches to the requested information (keyword or phrase) or query as inputted by the user
The World Wide Web
Consists of a worldwide collection of electronic documents (Web Pages)
Legacy Systems, Enterprise Resource Planning, and Electronic Commerce System
Data Warehouses are sourced from three main kinds of transactional systems, what are they?
Speed
Desired IT investment outcome that refers systems and processes that offer faster and superior services and products.
Customer Service
Desired IT investment outcome that refers to a superior responsiveness to customer needs.
Value Added
Desired IT investment outcome that refers to offering products and services which are highly desirable and have distinct features/functionalities
Low Cost
Desired IT investment outcome that refers to providing products/services at the lowest costs.
Agility
Desired IT investment outcome that refers to the ability to manage change faster than competitors.
Innovation
Desired IT investment outcome that refers to the continuous flow of new products and services, which are valued by the customer.
Firm Structure
Determines how easily the selected competitive methods can be converted into competitive advantage. (Co-Alignment Model)
Yes
Do the goals of Data Mining and Data Warehouse overlap?
Regression Equation
Estimates a dependent variable using a set of independent variables and a set of constants. Popular for business professionals to predict variable such as occupancy rates, loyalty rates
3.6 bilion people in 160 countries
How many people does the internet serve?
Domain Name
Identifies Internet resources, such as computers, networks, and services, with a text-based label that is easier to memorize than the numerical addresses used in the Internet protocols.
Engineering Managers
In charge of strategic analysis
Search Engine Optimization
Marketing discipline to improve rankings, drive traffic, and increase awareness in search engines. If a website has higher rankings more visitors will see the website.
Bayesian Belief Networks
Not as common as Decision trees and Neural Networks. Used to model uncertainty in a domain. Reasoning under uncertainty.
Merchant Model
OTA like Hotel.com, Orbitz, Travelosicty contract with hotels to get a block of rooms at a negotiated wholesale rate. Cuts into the hotel's profits. Gives more visibility to a hotel
Market Oriented Strategic Planning
Planning of developing and maintaining a feasible fit between the organizations objectives, skills resources, and its changing market opportunities.
Internet
Rather then using travel agents people now use the _________?
Customer Satisfaction
Research shows that companies that effectively uses technology will have the highest impact on?
Strategic
Technology induced competitive advantage stage that achieves competitiveness by aligning technologies with overall organizational goals
Enhancement
Technology induced competitive advantage stage that addresses the use of technologies for increasing the productivity and efficiency of the operation.
Operation
Technology induced competitive advantage stage that addresses the use of technologies for managing daily operations.
Transformation
Technology induced competitive advantage stage where integration and coordination of various technology applications/systems with maximum synergy are achieved.
Domain Name
Text version of an IP address
Search Engine
The _____ ranks websites in the order it believes most closely matches the requested information.
Environmental Factors
The environmental forces evoking change in an industry. While these present threats to a firm they also prevent opportunities for firms to take advantage of. (Part of Co-Alignment Model)
Communication
The internet is about ___________, not technology.
Data Mining
The process of finding trends and patterns in data. The objective of this process is to sort through large quantities of data and discover new information.
Discriminant Analysis
The study of finding a set of coefficients which separates groups of variables. Popular for business professionals to find common groupings of variables.
3
The typical American loos at how many websites before making a booking online?
Internet
The world's largest collection of networks, is referred to, among other things, as cyberspace, the matrix, and the information superhighway.
Competitive Advantage
This is derived from one or more unique capabilities of the firm and brings value to the firm.
Spider
This program, also called a crawler or robot, automatically retrieves information from Web pages. Visits a web page, reads it, and follows the links contained in the site that lead to other pages. IT returns to the same website on a regular basis to update the content.
Dependency Modeling
This technique attempts to describe the dependencies between variables in the data. Shows what depends on each other.
Summarization and Association Rules
This technique attempts to describe the dependencies between variables in the data. Tries to find the most essential parts of a specific relationship of data.
Intranet
This term refers to an internal network within a company (i.e., Marriott or Hilton). It communicates using Internet technology.
Internet of Things (Iot)
This term refers to the interconnection of uniquely identifiable embedded computing devices within the existing Internet infrastructure. Cellphones, thermostats, door locks, coffee makers, refrigerators, washing machines, headphones, lamps, wearable devices etc.
Search Engine Optimization (SEO)
This term refers to the process of affecting the visibility of a website in a search engine's search unpaid results often referred to as "natural", "organic", or "earned" results. It is a marketing discipline that encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines
Invest in it its resources and capabilities, innovation, and take risks so new advantages can be created.
To achieve sustainable competitive advantage what must a company do?
Destination Information
Used to promote tourism and show information and pictures about places they may travel to.
Sequential Patterning
Using this patterning method, sequences of events can lead to valuable info on which to base predictions of future events. Predictions about what events might follow.
Internet
What is the world's largest collection of networks.
918%
What was the growth in the internet from 2000-2016?
Structure Mining
is the process of extracting information from the topology of the Web. It answers questions like "Which pages are the targets of links from many others?" and "Which pages point to many others?"
Usage Mining
is the process of extracting information on how people navigate these links. It attempts to find relationships among which pages people visit, how long they stay in each page, and the final outcome (i.e., if they book a room).
Content Mining
is the process of extracting useful information from the text, images and pictures, and other forms that make up the pages.