Bus 421 Terms
Marketing Analytics - ANS-the use of data to maximize marketing outcomes
Top Priorities in Marketing - ANS-1. Embrace Creative Destruction
2. Enrich the Arch of Engagement
3. Increase Digital Acumin
Cleaning - ANS-Dealing with data that are incomplete, outliers, or inconsistent
Structuring - ANS-Preparing data for analysis
Data Integration - ANS-Connecting two or more sources of data to offer more insights
than each source would offer separately
Structured Query Language (SQL) - ANS-Helpful language for integrating sources of
data
Analysis - ANS-Study of the nature of a topic by examining its details
Analytics - ANS-Use of math and statistics to analyze data
Model - ANS-Way to conceptualize data
Data Model - ANS-Abstract structure that organizes elements of data and shows how
the elements relate to one another
Marketing Optimization - ANS-Process of refining the marketing efforts of a firm to
maximize marketing outcomes
Predictive Analytics - ANS-Practice of interpreting data to predict the likelihood of future
marketing outcomes
Descriptive Analytics - ANS-Asks about what happened in the past
Diagnostic Analytics - ANS-Probes further to understand why it happened in the past
Prescriptive Analytics - ANS-Studies ways of implementing a strategy based on insights
from predictive analytics
, Programming - ANS-Process of solving a given problem using computer algorithms
Computer Algorithm - ANS-Well-defined procedure that allows a computer to solve a
problem
Programming Language - ANS-Formal set of instructions that can be used to produce
various kinds of input (R, Python)
Programming Code - ANS-Collection of statements written in a particular programming
language
Programming Tool - ANS-Software package that allows the execution of programming
code (RStudio for R, Rodeo for Python)
Programming Tool For Data Analysis - ANS-Software package that executes
programming code useful for analyzing data
Non-Programming Tool For Data Analysis - ANS-A software package that analyzes data
without the use of programming code (Excel, SPSS, JMP)
Open Source Programming Tools - ANS-Programming tools made freely available, often
developed by and for the community (R and Python)
Proprietary Programming Tools - ANS-Programming Tools that are developed by a firm
and distributed for sale to the public
Relational Database - ANS-A means of storing information in such a way that
information can be retrieved from it
Referential Integrity - ANS-Concept in which multiple database tables share a
relationship based on the data stored in the tables, and that relationships must remain
consistent, run on SQL, (Oracle, MySQL, MS SQL Server, Amazon Redshift)
Non-Relational Databases - ANS-Not stored in tables, ready for analysis, but instead
they may be document-based and use a variety of other strategies
Key-Value Stores - ANS-Simplest NRD, each individual term is stored as a key, together
with its value in a standalone table or has table (Amazon's Dynamo, Linked In's Project
Voldemort, Oracle's NoSQL)
Marketing Analytics - ANS-the use of data to maximize marketing outcomes
Top Priorities in Marketing - ANS-1. Embrace Creative Destruction
2. Enrich the Arch of Engagement
3. Increase Digital Acumin
Cleaning - ANS-Dealing with data that are incomplete, outliers, or inconsistent
Structuring - ANS-Preparing data for analysis
Data Integration - ANS-Connecting two or more sources of data to offer more insights
than each source would offer separately
Structured Query Language (SQL) - ANS-Helpful language for integrating sources of
data
Analysis - ANS-Study of the nature of a topic by examining its details
Analytics - ANS-Use of math and statistics to analyze data
Model - ANS-Way to conceptualize data
Data Model - ANS-Abstract structure that organizes elements of data and shows how
the elements relate to one another
Marketing Optimization - ANS-Process of refining the marketing efforts of a firm to
maximize marketing outcomes
Predictive Analytics - ANS-Practice of interpreting data to predict the likelihood of future
marketing outcomes
Descriptive Analytics - ANS-Asks about what happened in the past
Diagnostic Analytics - ANS-Probes further to understand why it happened in the past
Prescriptive Analytics - ANS-Studies ways of implementing a strategy based on insights
from predictive analytics
, Programming - ANS-Process of solving a given problem using computer algorithms
Computer Algorithm - ANS-Well-defined procedure that allows a computer to solve a
problem
Programming Language - ANS-Formal set of instructions that can be used to produce
various kinds of input (R, Python)
Programming Code - ANS-Collection of statements written in a particular programming
language
Programming Tool - ANS-Software package that allows the execution of programming
code (RStudio for R, Rodeo for Python)
Programming Tool For Data Analysis - ANS-Software package that executes
programming code useful for analyzing data
Non-Programming Tool For Data Analysis - ANS-A software package that analyzes data
without the use of programming code (Excel, SPSS, JMP)
Open Source Programming Tools - ANS-Programming tools made freely available, often
developed by and for the community (R and Python)
Proprietary Programming Tools - ANS-Programming Tools that are developed by a firm
and distributed for sale to the public
Relational Database - ANS-A means of storing information in such a way that
information can be retrieved from it
Referential Integrity - ANS-Concept in which multiple database tables share a
relationship based on the data stored in the tables, and that relationships must remain
consistent, run on SQL, (Oracle, MySQL, MS SQL Server, Amazon Redshift)
Non-Relational Databases - ANS-Not stored in tables, ready for analysis, but instead
they may be document-based and use a variety of other strategies
Key-Value Stores - ANS-Simplest NRD, each individual term is stored as a key, together
with its value in a standalone table or has table (Amazon's Dynamo, Linked In's Project
Voldemort, Oracle's NoSQL)
