Chapter 3: Data Technologies

Question 1

Big data is useless to a company unless?

Answer 1

Company has a place to store, analyze, and easily access the information

Question 2

Relational Databases

Answer 2

A set of tables containing data fitted into predefined categories. Used when working with structured data and runs using SQL

Question 3

What relational database is the most popular?

Answer 3

Oracle

Question 4

Query

Answer 4

A question that allows the user to pull information from the database to answer said question

Question 5

What is the role of a relational database?

Answer 5

To store large amounts of data and create easy access to important information

Question 6

Primary Key

Answer 6

A unique identifier within the main table of that entity

Question 7

Foreign Key

Answer 7

A reference to a primary key in another table

Question 8

Why are relational databases important to marketing analytics professionals?

Answer 8

They create unique opportunities to target specific customers

Question 9

Non-relational database

Answer 9

Document files where all relevant data is stored. The table model is not utilized for these databases. For semi-structured or non-structured data. NOSQL

Question 10

Key Value Stores (non-relational)

Answer 10

The simplest of NoSQL
databases, uses an associative
array (aka hash table) as the
fundamental data model where
each key is associated with one
and only one value in a collection

Question 11

Document Store Databases (non-relational)

Answer 11

A database that uses complex data structures known as
documents for storage and queries; similar to key-value
but the key is paired with a document instead of a value.

Question 12

Wide-Column Stores (non-relational)

Answer 12

A database similar to a document
database that uses a column-
oriented data structure
* They store data tables in columns
instead of rows
* Each row can contain a different
number of columns than the other
rows

Question 13

Graph Databases (non-relational)

Answer 13

A database that uses
structured relational
graphs of the
interconnected key-value
pairings instead of
relational tables

Question 14

Multi-Model Databases

Answer 14

A database that can support multiple
data models against a single,
integrated backend

Question 15

SQL

Answer 15

SQL manages relational databases while
NoSQL manages non-relational
databases

Question 16

NoSQL

Answer 16

NoSQL can handle large volumes of
rapidly changing structured, semi-
structured, and unstructured data.

Question 17

Hadoop

Answer 17

An open-source software framework that stores and processes large amounts of data

Question 18

What are the four components of Hadoop

Answer 18

1. Hadoop distributed file system
2. Common
3. YARN
4. MapReduce

Question 19

How can Hadoop help marketing analytics professionals?

Answer 19

Hadoop provides a platform
where marketing data can
be stored, easily accessed,
and quickly queried.