MIS 301 Final Flashcards
raw facts and figures
data
data presented in a context so that it can answer a question or support decision making
information
insight derived from experience and expertise
knowledge
a single table or collection of related tables
database
sometimes referred to as database software; software for creating maintaining and manipulating data
database management systems (DBMS)
language used to create and manipulate databases
structured query language (SQL)
job title focused on directing, performing or overseeing activities associated with a database or a set of databases. these may include (but not necessarily be limited to ) data base design , creation, implementation, maintenance, backup, and recovery, policy setting and enforcement and security
database administrator (DBA)
a list of data arranged in columns (fields) and rows (records)
table or file
represent each category of data contained in a record, first name, last name
column or field
row or record
row or record
most common standard for expressing databases, whereby tables (files) are related based on common keys
relational databases
a type of cloud computing where a third party vendor manages servers, replications, fault tolerance, computing scalability, and certain aspects of security, freeing software developers to focus on building “business solutions” and eliminating the need to spend time and resources managing the technology complexity of much of the underlying “IT solution”
serverless computing
query tools
query tool
a general purpose programming language that is also popular for data analytics
python
allow a user to create a query through a point-and-click or drag-and-drop interface, rather than requiring programming knowledge
graphical query tools
reports that provide regular summaries of information in predetermined format
canned reports
tools that put users in control so that they can create custom reports on an as-needed basis by selecting fields, ranges, summary conditions and other parameters
ad hoc reporting tools
a heads up display of critical indicators that allow managers to get a graphical glance at key performance metrics
dashboards
graphical representation of data and information
data visualization
process of using computers to identify hidden patterns in and to build models from, large datasets
tasks:
association rules
classifications
regressions
cluster analysis
data mining
build model with so many variables that the solutions arrived at might only on the subset of data you’ve used to create it
over-engineer
the global mapping of users and organizations and how they are connected
social graph
also know as Metcalfe’s Law or network externalities. When value of a product or service increases as its numbers of users expands
network effects
the cost a consumer incurs when moving from one product to another. It can involve actual money spent as well as investments in time, any data loss and so forth
switching costs
a strategy whereby a firm with a significant customer base ads a feature to an existing product or service and elimiantes the need for any rival, stand-alone platforms. Think apple adding video to cameras and crushing the Flip cam market
envelopment
Internet content that can’t be indexed by Google and other search engines
deep web
- Facebook has overlap with mobile and desktop
- Mobile weaves deeper into hte lives of its users
- Use users address book
- Easier to share photos
- Notifications
- Icon with a constant visual reminder on the home screen
- Authentication with sign-in
Why mobile is different and in some ways better than the desktop
Instagram
Oculus VR
WhatsApp
Facebook acquisitions
Programming hooks, or guidelines, published by firms that tell other programs how to get a service to perform a task such as send or receiving data. For example, amazon.com provides APIs to let developers write their own applications and websites that can send the firm orders
APIs
when others take advantage of a user or service without providing any sort of reciprocal benefit
free rider problem
a closed network or single set of services controlled by one dominant firm
colassal walled garden
search engine results returned and ranked according to relevance
organic or natural search
algorithm developed by Google co-founder Larry PAge to rank websites
PageRank
process of improving a page’s organic search rankings
search engine optimization
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
link fraud
practice of designing, running, and optimizing search engine ad campaigns
search engine marketing
advertisements that are targeted based on a user’s query
keyword advertising
a concept where advertisers don’t pay unless someon clicks on their ad
pay-per-click
a measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher quality scores, the firm uses quality score multiplied by the maximum CPC to determine an ad’s display ranking
quality score
number of users who clicked an ad divided by the number of times the ad was delivered ( the impressions) The CTR measures the percentage of people who clicked on an ad to arrive at a destination site
click-through rate
web page displayed when a user clicks on an advertisement
landing page
ads are generated automatically based on the content of a website. Dynamic ads are particularly useful for firms with rapidly updating inventory or firms struggling to keep up with new search terms that may be relevant to their product lines
dynamic search ads
a link that takes a useser to a specific webpage (rather than the home page) or which launches an app and bring up a unique location rather than just launching the app. As an example, a deep link from Pinterest might take a user directly to the Etsy web page or app listing featuring the vendor of that item, rather than generically open Etsy.com
deep linking
: an effort that links advertisers to websites and other content providers (app firms, games) that are willing to host advertisements, typically in exchange for payments
ad network
Bad apples
Social engineering
Phishing
Passwords
user and administrator threats
phishing
phishing
malware - malicious software that seeks to compromise a computing system without permission
Viruses, worms, trojans
technology threats
an acronym standing for completely automated public Turing test to tell all computers and humans apart. Turing test is an idea (not an official test) that one can create a test to tell computers apart from humans
CAPTCHAs
combining through trash to identify valuable assets
dumpster diving
gaining compromising information through observation (as in looking over someone’s shoulder)
shoulder surfing
the physical components of information technology, which can include the computer itself plus peripherals such as storage devices, input devices like the mouse and keyboard, output devices like monitors and printers, networking equipment and so on
computing hardware
a computer program or a collective of programs. It is precise set of instructions that tells hardware what to do
software
software that controls hardware and establishes standards for developing and executing applications
operating systems
includes desktop applications, enterprise software, utilities, and other programs that perform specific tasks for users and organizations
applications
products and services that allow for development and integration of software products and other complimentary goods. Window, IOS, Android and the standards that allow users to create facebook apps are all platforms
platforms
applications installed on a personal computer, typically supporting task performed by a single user
desktop software
applications that address the needs of multiple users throughout an organization or work group
enterprise software
a software product offered commercially by a third party
software package
a software package that integrates the many functions (accounting, finance, inventory management, HR) of a business
enterprise resource planning (ERP)
systems used to support customer-related sales and marketing activities
customer relationship management (CRM)
Business intelligence systems (BI)
business intelligence systems (BI)
sometimes referred to as database software; software for creating, maintaining, and manipulating data
database management system (DBMS)
a form of computing where systems in different locations communicate and collaborate to complete a task
distributed computing
a program that fulfills the request of a client
server
a software program that makes requests of a server program
client
software that houses and serves business logic for use (and reuse) by multiple applications
application server
small pieces of code that are accessed via the application server, and permit interoperable machine-to-machine interactions over network
web services
robust set of web services that built around an organization’s processes and procedures
service-oriented architecture (SOA)
a set of standards for exchanging messages containing formatted data between computer applications
EDI (electronic data interchange)
a tagging language that can be used to identify data fields made available for use by other applications. Most APIs and web services send messages where the data exchanged is wrapped in identifying XML tags
Extensible markup language (XML)
open source software operating system
linux
also known as “hardened” term used to describe technology products that contain particularly strong security features
security focused
: ability to either handle increasing workloads or to be easily expanded to manage workload increases. In a software context, systems that aren’t scalable often require significant rewrites or the purchase or development of entirely new systems
scalability
a negotiated agreement between the consumer and the vendor, SLA may specify the levels of availability, serviceability, performance, operation, or other commitment requirements
service level agreements (SLA)
sometimes referred to as vertical markets, products and services designed to target a specific industry (eg, pharmaceutical, legal, apparel, retail)
vertical niches
Require network connection
Forced to adopt new versions to keep up with SaaS
Less flexible than installed software counterparts
Greater consumerization of technology
SaaS risks
Linux
Apache
MySQL
PHP/Python
Much of what powers the site isopen source software (OSS).
Login where it lets you sign in using Facebook, google. orApple
API Example
GNU general public license agreement
- Open Office (a Microsoft Office look-alike)
- Firefox (a browser)
- MySQL (a DBMS)
- Apache (a Web server)
- Ubuntu (a Windows-like desktop operating system)
- Android (a mobile-device operating system)
- Cassandra (a NoSQL DBMS)
- Hadoop (a BigData processing system)
What open source software do you use?
Facebook’s A/B testing, makes assumptions about people
Facebook’s personality test
relationship status
parents together at age 21
smokes
drinks alcohol
uses drugs
caucasion/aa
Christianity or Islam
dem or republican
gay
lesbian
gender
things Facebook can figure out through likes
Designing, running and optimizing search-engine ad campaigns.
SEM
Advertisements targeted based on a user’s query.
key work advertising
Process of improving a page’s organic search results.
SEO
Creating a series of bogus websites, all linking back to the pages one is trying to promote
link fraud
34% of clicks go to the top organic resultabout 17% goes to number two.
Danger of outsourcing SEO
JC Penny & BMW busted by google
(cost-per-click) an advertiser is willing to pay.
maximum CPC
Relevance of an ad’s text to the user’s query.
Click-through rate
Ad Rank = f (Maximum CPC, Quality Score, expected impact of extensions and formats)
formula
(retargeting): Shows custom targeted ads to a user when visiting other sites if the user has already visited a given page on the advertiser’s site
remarketing
Line of identifying text, assigned and retrieved by a given Web server and stored by one’s browser.
Server:Have I seen you before?
Browser:No.
Server:Then take this unique string of numbers and letters (called a). I’ll use it to recognize you from now on.
cookies
IP address
Type of browser used.
Computer type and its operating system.
customer profiling and behavioral targeting
The company can collect personal information until the customer specifically requests the data not be collected
opt-out model (default is in)
Prohibit an organization from collecting any personal information unless the customer specifically authorizes it
opt-in model (default is out)
Pros
Lower costs and financial risk mitigation.
Scalable systems.
Ability to instantly deploy bug fixes and product enhancements.
Cons
Dependence on a single vendor
users may be forced to migrate to new versions
reliance on a network connection, which may be slower, less stable and less secure
Pros & Cons of adopting SaaS
echnology that you can use to create virtual representations of servers, storage, networks, and other physical machines.
virtualization
We want to implement something new:
How much code the company need or want to write?
How will the company pay for the application?
Where will the application run?
Write the software from scratch
Purchase a prewritten application
Use application service providers and SaaS vendors
Use open-source software
Use outsourcing (hire someone else to write the application)
Make, buy or rent
user
application (Micro Office)
Operating system ( Micro Windows)
Hardware
hardware/software layers
Physical components of information technology, which includes the computer and the following peripherals:
Storage devices
Input devices
Output devices
Software: Computer program or collection of programs.
operating system
applications
computing harware
a website that takes different contents from a number of other websites and mixes them together
mashup
Most SaaS firms earn money via a usage-based pricing model similar to a monthly subscription.
Other SaaS firms:
Offer free services that are supported by advertising.
Promote the sale of upgraded or premium versions for additional fees.
Why buy when you can rent?
Identifies resources on the internet along with the application protocol needed to retrieve it.
protocol: Enables communication by defining the format of data and rules for exchange.
hypertext transfer protocol (HTTP)
simple mail transfer protocol (SMTP)
File Transfer Protocol (FTP)
URL (uniform resource leaders)
Pay a registrar for the right to use that name.
The right is renewable over time.
Some simply register domain names while others are able to run a website on their Internet-connected servers for a fee.
Web hosting services: A firm that provides hardware and servers to run the websites of others.
how to buy a domain
Using domain names for the purpose of profiting from the goodwill or the trademark that belongs to someone else
E.g. a dispute betweenMicrosoftand aCanadianstudent named Mike Rowe over thedomain name”MikeRoweSoft.com”
cybersquatting
Competition over domain names: the closer the domain name matches the company’s name, the easier the company is to locate
www.ua.com United Airline? or Under Armor?
domain names
Works at both ends of internet communication to ensure a perfect copy of a message is sent.
TCP (transmission control protocol
Operates instead of a TCP in applications where delivery speed is important and quality can be sacrificed.
VoIP (voice over Internet protocol): Enable
UDP (user datagram protocal
authentication ( Who are you)
confirm identity
Authorization (What can you do)
determine which actions rights or privelges the person has based on verified identity
authorization vs authentification
Internet directory service that allows devices and services to be named and discoverable.
DNS (domain name service)
data: organized, an elemtary descriptions
Information: convey understanding experience
Knowledge: accummulated elaring and experties
data, information, knowledge
refers to information that does not have a pre-defineddata modelor is not organized in a pre-defined manner
70-80% of the data in the world
unstructured data
A column or a combination of columns that uniquely identifies each row in a table
Simple key (single field) / composite key (more than one field)
Guarantees that all rows are unique
We often create a primary key to insure uniqueness (e.g., StudentID, CustomerID, stock-keeping unit (SKU))
primary key
A column or a combination of columns that serves as the primary key of another table in the database
Represents the relationship between two tables
foreign key
Determines which behaviors/outcomes go together
Examples
Market basket analysis: determine what things go together in a shopping cart at the supermarket.
People who buy cat food also buy kitty litter with probability P.
cross-sell opportunities
association rules
Examine the features of a newly presented instance (e.g., customer) and assigning it to one of a predefined set of categories
Goal: to build a model that can be applied to unclassified data in order to classify it
Examples
Voice Recognition
Hand-writing Recognition
Classify credit applicants as low, medium, or high risk
Classify customers as “loyal” vs. “likely to terminate contract”
Approve a loan or not
classification
