UGA MIST 2090 Quiz 5

Flashcard maker : Lily Taylor
Uni-Directional Marketing Message
company can control the message
*4 P’s*
*product, price, place, promotion*
majority fallacy
assuming the majority is the target market
Multi-directional conversation
Company does not control the message – people do
*4 C’s*
*customer, cost, convenience, communication*
Bidirectional conversation
users are actively involved
Customer Relationship Management (CRM)
a philosophy and a strategy supported by a system and a technology, designed to improve human interactions In a business environment
Business intelligence
computer-based techniques used in identifying, extracting, and analyzing business data for decision making
*Data mining*
*discovering new patterns from large data sets*
*3 V’s*
characterizes big data
*Volume, Variety, Velocity*
The amount of data available is greater than firms’ ability to process it—and it is growing
Big data is often “messy.” It doesn’t fit neatly into a database and may require pre-processing to extract structure
Data “arrives” rapidly and continuously
-Sensors on oil rigs, digital meters for energy use, etc.
-These sensors generate data for storage and analysis
-Instrumented devices have to talk to each other
-A trillion intelligent objects: bridges, cars, appliances, smartphones, roadways, pipelines, livestock, etc.
-New computer models can handle the deluge of data and turn it into intelligence that can be translated into business strategy
Examples of Big Data in use
1. Credit card fraud detection using realtime consumer purchase data
2. Using GPS records for traffic forecasting; flow
IBM Smarter Cities initiative makes public transportation even more efficient
3. Netflix producing original media content based on viewer data to ensure an audience
House of Cards
data structure
the sum of rules concerning different forms of data and their associations to each other
*three basic elements of a data model*
*three basic elements of a data model*
*entities, attributes, primary key*
“recognizable objects” (think: person, place or thing) that you need to store data about – an entity might be a “student”
the categories of description for an entity – what you are interested in about the entity? – attributes of the student include last name, first name, date of birth, gender, etc.
primary key
is a type of attribute, but it is the type of attribute that uniquely identifies the entity. So for a student the primary key is the 810/811 number
entities are related to each other. For example a “student” entity may be related to a “course” entity. Students take courses.
describes that relationship. If a student can take one or more classes, we refer to this as one-to-many cardinality and represent it by 1:N.

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