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| Site developers build two functionally identical pages. Users are randomly directed to one of the pages and conversion rates for each page are compared to determine the advantages of different features on the pages. |
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| Methodically breaking a thing down to examine its details in order to discover or reveal its essential features. |
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| The process of gaining information about current business conditions. |
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| The official, unbiased examination of an organization’s financial accounts. |
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| Data collections that are characterized by huge volume, rapid velocity, and great variety. |
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| A process of acquiring, analyzing, and publishing data with an objective of discovering or revealing patterns in data that will inform a businessperson. |
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| Business intelligence system |
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| An information system, having all five IS components, that provides the right information, to the right user, at the right time. |
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| SAP software that analyzes BI data. Business Objects was an independent software firm until its acquisition by SAP. |
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| Web site data that describes a customer’s clicking behavior. Such data includes everything the customer does at the Web site. |
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| The ratio of the number of customers who eventually purchased divided by the number who visited. |
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| Data that a Web site stores on your computer to record something about its interaction with you. |
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| The sale of related products. Salespeople try to get customers who buy product X to also buy product Y. |
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| A company that acquires and purchases consumer and other data from public records, retailers, Internet cookie vendors, social media trackers, and other sources and uses it to create business intelligence that it sells to companies and the government. |
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| A type of Informing process that uses sophisticated statistical analysis to uncover patterns in a large database in order to improve prediction. |
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| Repository for the organization’s BI data. |
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| The selection of a choice among available options that can be done individually or in a group. |
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| Decision support systems (DSS) |
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| An information system used in support of decision making. |
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| An electronic display that is customized for a particular user, commonly provided by vendors like Yahoo! and MSN. |
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| A character or an attribute in an OLAP analysis. |
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| Problematic data. Examples are a value of B for customer gender and a value of 213 for customer age. Other examples are a value of 999–999–9999 for a U.S. phone number, a part color of green, and an email address of WhyMe@GuessWhoIAM-Hah-Hah.org. All these values are problematic when data mining. |
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| With an OLAP report, to further divide the data into more detail. |
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| A rule-based system that acquires and stores human knowledge in the form of if/then rules. |
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| The level of detail in data. Customer name and account balance are large data. Customer name, balance, and the order details and payment history of every customer order are smaller. |
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| An open source program supported by the Apache Foundation that implements MapReduce on potentially thousands of computers. |
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| Statements that specify if a particular condition exists, then to take some action. |
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| Links and keywords for billions of pages, stored in a database. |
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| Knowledge Management (KM) |
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| Creating value from intellectual capital and sharing that knowledge with employees, managers, suppliers, customers, and others. |
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| A technique for harnessing the power of thousands of computers working in parallel. |
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| Market basket analysis (MBA) |
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| An unsupervised data mining analysis that helps determine sales patterns. Shows the products that customers tend to buy together. |
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| A data item of interest that can be summed, averaged, or otherwise processed. |
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| Next Best Offer (NBO) process |
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| A targeted offer or proposed action for customers based on the data patterns in the customer’s history and preferences, context, and attributes of the product or service. |
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| Nonrelational databases that support very high transaction rates processing relatively simple data structures replicated on many servers in the cloud. |
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| Online analytical processing (OLAP) |
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| An interactive type of reporting analysis that provides the ability to sum, count, average, and perform other simple arithmetic operations on groups of data. Such reports are interactive because users can change the format of the reports while viewing them. |
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| Online transactional processing (OLTP) |
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| An operational process that uses an information system for the processing and reporting of day-to-day operational events. Order processing is a common example. |
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| A data store that contains data produced and consumed by operational processes. |
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| Determination of expected future events and/or outcomes. |
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| Controlling how one’s personal information is acquired and analyzed. |
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| Supervised data mining analysis that estimates the values of parameters in a linear equation. Used to determine the relative influence of variables on an outcome and also to predict future values of that outcome. |
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| A type of Informing process that uses simple statistical analysis to uncover patterns in a large database of data in order to improve assessment. |
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| A type of reporting analysis that ranks customers according to the recency, frequency, and monetary value of their purchases. |
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| SAP’s solution for Big Data. |
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| When users perform BI analysis themselves. |
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| A process by which the user repeatedly sorts, groups, filters, and calculates to analyze and reanalyze data. |
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| A form of data mining in which data miners develop a model prior to the analysis and apply statistical techniques to data to estimate values of the parameters of the model. |
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| A cookie created by a Web site other than the one you visited. |
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| A form of data mining whereby the analysts do not create a model or hypothesis before running the analysis. Instead, they apply the data mining technique to the data and observe the results. With this method, analysts create hypotheses after the analysis to explain the patterns found. |
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| The use of images, or diagrams, for communicating a message. Simple examples include bar charts and infographics. |
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