Term
|
Definition
|
|
Term
| organic or natural search |
|
Definition
| search engine results return and ranked according to relevance |
|
|
Term
|
Definition
| Google's algorithm for determining the order of organic search results, developed by Google cofounder Larry Page |
|
|
Term
| Does Google accept money for placement of links in organic search results? |
|
Definition
| No, Google does not accept money for link placement. Instead, they use PageRank as a kind of popularity contest with web pages that have more pages linking to them ranking higher |
|
|
Term
| Search engine optimization (SEO) |
|
Definition
| the process of improving a page's organic search results. a critical function for many marketing organizations |
|
|
Term
|
Definition
| "spamdex" or "link farming" the process of creating a series of bogus websites that all link back to the pages one is trying to promote |
|
|
Term
| Why is Google so intent on finding and punishing link fraud offenders? |
|
Definition
| Link fraud undercuts the credibility of Google's core search product |
|
|
Term
| What happened to JC Penny and Google? |
|
Definition
| JC Penny was guilty of link fraud, which Google discovered and subsequently tweaked their algorithm, causing JC Penny's ranking to drop substantially |
|
|
Term
| About how many clicks go to the top result? |
|
Definition
| About 34% of clicks go to top result |
|
|
Term
| When you use a search engine, what are you actually searching? |
|
Definition
| when you use a search engine your searching something that amounts to a cope of the Web that major search engines by storing and indexing the text of online documents on their own computers |
|
|
Term
| spiders, web crawlers, software robots |
|
Definition
| software that traverses available web links in an attempt to perform a given task. Search engines use spiders in order to discover documents for indexing and retrieval. |
|
|
Term
|
Definition
| spiders ask each public computer network fora a list of its public web sites, then they go through this list ("crawling" a site), follow every available link until all pages are uncovered. The more popular a site, the more often it gets crawled |
|
|
Term
| hwhat happens when you click on a search reslut? |
|
Definition
| when you click on a search result you get directed to the actual web site, not the copy |
|
|
Term
|
Definition
| internet content that cant be indexed by search engines |
|
|
Term
| how many servers does Google run? |
|
Definition
| no exact number released, but estimates are somewhere around 1.4 million servers |
|
|
Term
|
Definition
| massive network of computer servers running software to coordinate their collective use. sever farms provide the infrastructure backbone to SaaS and hardware cloud efforts, as well as many large scale internet services |
|
|
Term
| what are the implications of Google's server investment? |
|
Definition
| The utter size of Google's server investment creates a barrier to entry, influences industry profitability, and give Google huge economies of scale. Also, because Google has 2/3 market share, they enjoy a much greater investment return than other members of the market |
|
|
Term
| Googles server farms are designed with an emphasis on _____ and _____. |
|
Definition
| Google's server farms are designed with an emphasis on lowering power consumption and cooling requirements |
|
|
Term
| ____ ______ has been the only major media ad category to show significant growth |
|
Definition
| internet advertising has been the only major media ad category to show significant growth |
|
|
Term
| what three factors drive online growth trends? |
|
Definition
1. increase user time online
2. improved measurement and accountability
3. targeting |
|
|
Term
|
Definition
| each time an ad is served to a user for viewing |
|
|
Term
| search engine marketing (SEM) |
|
Definition
| the process of designing, running, and optimizing search engine ad campaigns |
|
|
Term
|
Definition
| advertisements that are targeted based on a user's query. advertisers bid on the keywords and phrases that they'd like to use to trigger the display of their ad. |
|
|
Term
| why are Google's ads so valuable? |
|
Definition
| they allow advertisers to tie their ads to users who have some sort of purchasing intent |
|
|
Term
|
Definition
| advertisers only pay unless someone actually clicks on their ad |
|
|
Term
|
Definition
| the max amount an advertiser is willing to pay per click |
|
|
Term
| who pioneered pay per click? |
|
Definition
| GoTo.com, later Overture, pioneered the pay per click method, but they failed to refine and match the combination of ad auctions and search technology that allowed Google to prosper |
|
|
Term
| what happens if no one clicks on an ad? |
|
Definition
| Google doesn't make money, advertisers don't attract customers, searchers aren't seeing ads they're interested in |
|
|
Term
| what two metrics go into Google's ad ranking formula? |
|
Definition
| the max CPC and the ad's quality score |
|
|
Term
| Google's formula to determine rank order |
|
Definition
| ad rank = max CPC x quality score |
|
|
Term
|
Definition
# of users who clicked on an ad / # of impressions
measures the percentage of people who clicked on an ad to arrive at a destination-site |
|
|
Term
| quality score includes factors such as |
|
Definition
| CTR, click performance for keywords, relevance to query, assessment of user experience |
|
|
Term
|
Definition
| web page displayed when a user clicks on an ad |
|
|
Term
| what are the benefits of Google's discounting process |
|
Definition
| it removes bidder's remorse and actually encourages higher bids because you're not actually paying your CPC. Google discounts ads to just one cent more than the minimum necessary to maintain an ad's position on the page |
|
|
Term
| due to rates in CPC being based on auction, what do these top rate reflect? |
|
Definition
| top auction rates in CPC reflect what the market is willing to bear |
|
|
Term
|
Definition
| identifying a user's physical location for the purpose of delivering tailored ads or other content |
|
|
Term
| how are ads in Google search geotargeted? |
|
Definition
| ads in Google search are geotargeted based on IP address, which changes depending on how and where you connect to the internet |
|
|
Term
| what are some faults of using IP addresses to geotarget? |
|
Definition
| ISPs may be inaccurate or vauge information, users may hide this information by connecting through proxy servers or other third party computers |
|
|
Term
| What are some ways to geotarget |
|
Definition
| IP addresses, Wi-Fi hotspots, cell towers, GPS systems, provided address or zip code |
|
|
Term
|
Definition
| a line of identifying text, assigned and retrieved by a given web server and stored by your browser. however, a organization cannot read cookies that it did not give you, but you can see all the cookies in your browser. |
|
|
Term
| what kind of information can the dialogue between your web server and web browser reveal? |
|
Definition
| IP address, type of browser used, operating system, computer types, cookies |
|
|
Term
| what can IP address reveal? |
|
Definition
| IP addresses can reveal geolocation, employer, university which could then be matched to more specific information such as firm size |
|
|
Term
| where does the greatest degree of targeting come from? |
|
Definition
| cookies provide the greatest degree of targeting |
|
|
Term
| how are cookies used by browsers? |
|
Definition
| browsers use cookies to create profiles associated with your activities, and then show you information that it thinks you might be interested in, including advertisements. cookies are also used in features such as 'shopping carts' or 'remember me' |
|
|
Term
|
Definition
| also called tracking cookies, served by ad networks or other customer profiling firms. are used to identify users and record behavior across multiple web sites. used by ad networks to build detailed browsing profiles that include sites visited, specific pages viewed, types of ads users have responded to, which give an advertising network a better guess at demographics |
|
|
Term
| what if you don't want a cookie? |
|
Definition
| cookies can be blocked and managed, but some websites need cookies to work properly. also, even if you delete a cookie a site my still have your profile if you log on later |
|
|
Term
| problem with IP targeting |
|
Definition
| can't reliable identify individual users, different people can log on using the same profile and so all users surfing activity may be mixed into the same cookie profile |
|
|
Term
| Internet service provider (ISP) |
|
Definition
| big telecommunications companies that connect to one another, exchange traffic and ensure your messages can get to any other computer that's online and willing to communicate with you |
|
|
Term
| URL (uniform resource locator) |
|
Definition
tells your browser what you're looking for, a web address. consists of:
1. application transfer protocol (http://)
2. host name (www.)
3. domain name (nytimes)
4. top level domain (.com)
5. path (/tech)
6. file (/index.html) |
|
|
Term
| hypertext transfer protocol |
|
Definition
| allows web browsers and servers to communicate with one another |
|
|
Term
|
Definition
| set of rules for communication, sort of like grammar and vocab in a language |
|
|
Term
|
Definition
| protocol used to copy files from one computer to another |
|
|
Term
|
Definition
| distributing a computing or networking workload across multiple systems to avoid congestion and slow performance |
|
|
Term
|
Definition
| a firm that allows you to stake your domain name claim buy paying that firm for the right to use that name |
|
|
Term
|
Definition
| firms that run your website on their internet connected servers for a fee |
|
|
Term
|
Definition
| a nonprofit governance and standards setting body for domain name registrars. grant registrars the ability to register domain names such as '.com' or '.net' or '.org' |
|
|
Term
|
Definition
| acquiring a domain name associated with another organization or firm with the goal of exploiting it for financial gain |
|
|
Term
| hypertext markup language |
|
Definition
| html is the language used to create and format webpages |
|
|
Term
| domain name service (DNS) |
|
Definition
| internet directory service that allows devices and services to be named and discoverable. looks up the host and domain names that you enter and returns the actual IP address for the computer that you want to communicate with. like a phone book |
|
|
Term
|
Definition
| the packet's goal is to get from point a to point b in the most efficient manner. creates a fault tolerant system |
|
|
Term
|
Definition
| very inefficient, like trying to transfer data down your own personal street |
|
|
Term
| hypertext transfer protocol (HTTP) |
|
Definition
| defines how Web browser and Web servers communicate and is designed to be independent from the computer's hardware and operating system, this allows for all sorts of devices (Macs, PCs, mainframes, smartphones, etc.) to have their messages heard and understood. a set of ruls allowing web browsers and servers to communicate |
|
|
Term
| hypertext markup language (HTML) |
|
Definition
| the language used to compose web pages |
|
|
Term
| Internet Corporation for Assigning Names and Numbers (ICANN) |
|
Definition
nonprofit governance and standards-setting body. each registrar may be granted the ability to register domain names in one or more of the net's generic top-level domains such as '.com' or '.org'
a fault tolerant system of 13 computers around the world that maintains lists of IP addresses of servers. |
|
|
Term
|
Definition
| a value used to identify a device connected to the internet. usually expressed as four numbers (each from 0 to 225), separated by period. |
|
|
Term
|
Definition
| a bunch of files sitting on a server |
|
|
Term
|
Definition
| a browser is a program that allows us to look at the files on a server (aka websites) |
|
|
Term
|
Definition
first part tells us what protocol (http://)
second part tells us hardrive/server/computer (www.nytimes.com)
last part is comprised of path and file, which is case sensitive (/tech/index.html) |
|
|
Term
| what was the original basis for the creation of the internet? |
|
Definition
| the want for a number of mainframe computers to be able to to connect and communicate so that users would have to log into each and everyone |
|
|
Term
|
Definition
| developed the first idea for the internet in the 50's. was a longhorn who worked in a gov-funded research lab called ARPA |
|
|
Term
|
Definition
| research was fueled by fear, bob taylor was "world wide market for 5 computers" |
|
|
Term
|
Definition
CEO of IBM Thomas watson predicted world mainframe use, 6,000 in 1961, 9,300 in '61
Taylor gest a $1M solicit bids for ARPANet |
|
|
Term
| what were several key decisions that BBN that influence all networks today? |
|
Definition
1. messages are broken up as blocks- packet switched
2. separate computer (IMP) acted as gateway to network for each node
3. gateway connected to network and to mainframe, which was essentially the first router and motume
4. Interface Message Processors were connected over analog phone lines (dial up) |
|
|
Term
|
Definition
Xerox struggles between launching the PC because of product cannibalism
Xerox develops copiers, ethernet, ALTO, graphical user interface, mouse (DOESN'T TAKE ANY TO MARKET)
Tim Berners-Lee creates the 'http' protocal |
|
|
Term
|
Definition
cold war ends, global communications begin again
steve jobs gets on the scene
netscape was created
modems get cheaper, allowing more people to join proprietary networks and connect/communicate |
|
|
Term
|
Definition
Tim Berners-Lee designed www with HTML and HTTP in '91
Mark andreessen built the first public browser in '93. created netscape and GUI |
|
|
Term
|
Definition
| a fault tolerant network of networks, not controlled by anyone person, but it's not a cloud |
|
|
Term
|
Definition
| parts of the whole can crash without the whole system crashing |
|
|
Term
|
Definition
computers are connected through a local area network
ex- a business network, an university network |
|
|
Term
| Internet Service Provider |
|
Definition
| provides customers access to the internet. although the internet has no center, ISPs form the internet by connecting computers to one another and exchanging traffic/communication with other computers |
|
|
Term
| the network of networks, how ISPs connect everything |
|
Definition
| LAN to WAN owned by ISP to other WANs to other LANS |
|
|
Term
| how did the internet start up? what was the main idea? |
|
Definition
| started with the radio connecting people through analog, |
|
|
Term
| where were the first computers used |
|
Definition
| the first computers were used in WWII to break Nazi codes |
|
|
Term
|
Definition
NASA managed ARPA (which was a computer research center)
connected several university terminals, but each one needed a separate log in code so bob taylor submits a 20 min pitch to frank heart for 1M$ grant to connect these computers. However, IBM and AT&T didn't respond |
|
|
Term
| Interface Message Processor |
|
Definition
| connected through dial up analog lines. they started up on college campuses when the university network tried to transfer a few bytes of information to on another, only got through 3 letters. |
|
|
Term
| why did we have to use analog signals? |
|
Definition
| all we had were phones lines as means of sending and receiving information |
|
|
Term
| what do you need for dial up to work? |
|
Definition
| you need a modem to make dial up work |
|
|
Term
|
Definition
| modems translate between the digital signals of computers and the analog line used for data transmission through phone lines |
|
|
Term
| what makes up analog and digital systems? |
|
Definition
| bits and bytes make up these systems |
|
|
Term
|
Definition
| circuit switching provides dedicated point to point connection. (ANALOG) |
|
|
Term
|
Definition
| analog infrastructure for the early internet. consisted of circuit switching. |
|
|
Term
| problems with analog infrastructure |
|
Definition
the caller is paying for a connection line whether it's being used or not
these systems are not fault tolerant
can't use phone/internet at the same time |
|
|
Term
|
Definition
| breaks transmissions into messages. when a packet arrives at a router, the router must decide which of several paths to use to send the packet on. (DATA) |
|
|
Term
|
Definition
| packets from many transmissions mixed (multiplexed) over each transmission line. |
|
|
Term
| how does multiplexing save money? |
|
Definition
| you only pay for line capacity used, so there's a ton of line cost savings |
|
|
Term
| Graphical user interface GUI |
|
Definition
| before GUI, you had to know computer language and work at command line to use a computer |
|
|
Term
| what effect did GUIs have ? |
|
Definition
| GUIs enabled non-programmers to use computers |
|
|
Term
| what was the first commercial PC? |
|
Definition
| the first commercial PC was the Macintosh 128 and was released Jan. 24th, 1984 |
|
|
Term
|
Definition
| CAS emerged in the late 1980's as PC's began to enter the home |
|
|
Term
|
Definition
| so many people had connected to the internet do to the decrease in modem price that over 80,000 people were online and the ARPANet was turned off |
|
|
Term
|
Definition
| the internet backbon is made of fiber-optin lines that carry data traffic over long distances. ISPs are starting to lay these fiber optic networks underground |
|
|
Term
|
Definition
| data transmission speed in a network, typically expressed in bits per second, or bps. currently about 100Gbps |
|
|
Term
|
Definition
| high-speed access of about 768kbps |
|
|
Term
| what is the last mile issue? |
|
Definition
| the last mile issue is referring to the problem that a user's connection is only as fast and effective as the bottleneck connection between themselves and their ISP |
|
|
Term
| what is the trade off between circuit switching and packet switching? |
|
Definition
| one swaps circuit switching's quality of service (QoS) for packet switching's efficiency and cost savings |
|
|
Term
| two categories of cloud computing |
|
Definition
1. software as a service
2. utility computing, like platform as a service (PaaS) or infrastructure as a service (IaaS) |
|
|
Term
|
Definition
| replacing computing resources- wither an organization's or an individual's hardware or software- with services provided over the internet |
|
|
Term
| Software as a service (SaaS) |
|
Definition
| where a firm subscribes to a thrid-party software-replacing service that is delivered online |
|
|
Term
|
Definition
| a form of cloud computing where a firm develops its own software and then runs it over the internet on a service provider's computer |
|
|
Term
|
Definition
| pools of computing resources that reside inside an organization and can be served up to for specific tasks as the need arrives |
|
|
Term
| benefits of SaaS for customers |
|
Definition
1. lower costs
2. financial risk mitigation- lower start up cost
3. faster deployment times
4. variable operating expense- pay for what you need/actually use as you need/use it
5. scalable systems- more when you need it
6. higher quality and service levels
7. remote access and availbilty |
|
|
Term
| vendors of SaaS benefit from: |
|
Definition
1. limiting development to a single platform- don't have to create different versions for different OSs
2. tighter feedback loop - fuels innovation and responsiveness
3. instantly deploy bug fixes and product enhancements to all users - automatic updates etc.
4. lower distribution costs
5. accessibility
6. reduced risk of software piracy |
|
|
Term
| risks associated with SaaS |
|
Definition
1. dependence on a single vendor
2. long term viability of partner firms
3. may be forced to migrate to new versions
4. reliance on a network connection
5. data asset stored off-site
6. limited configuration, customization, and system integration options
7. the user interface of Web-based software is often less sophisticated and lacks the richness of most desktop alternatives
8. ease of adoption may lead to pockets of unauthorized IT |
|
|
Term
|
Definition
| a cloud computing model in which a service provider makes computer resources such as hardware and storage, along with infrastructure management, available to the customer on an as-needed basis. The provider typically charges for specific resource usage rather than a flat rate. In the past, similar efforts have been described as utility computing, hosting, or even time sharing. |
|
|
Term
| Platform as a service (PaaS) |
|
Definition
| where cloud providers offer services that include hardware, OS, tools (i.e. the platform) that customers use to build their own applications on the server's hardware. The cloud firm usually manages the platform, while the client has control of the creation and deployment of their application |
|
|
Term
| infrastructure as a service (IaaS) |
|
Definition
| clinets can select their own OSs, development environments, underlying applications, or other software packages (i.e. clients, not cloud vendors, get to pick the platform), while the cloud firm usually manages the infrastructure (providing hardware and networking) |
|
|
Term
|
Definition
| use of cloud computing to provide excess capacity during spikes of demand. cloudbursting is a scalability service and often kicks in as needed. appealing because forecasting demand is difficult to do. |
|
|
Term
|
Definition
| ultrare, high-impact events that cause drastic changes in demand |
|
|
Term
| benefits of hardware clouds |
|
Definition
1. use of the cloud for handling large batch jobs or limited-time tasks
2. offloading expensive computing tasks
3. cloudbursting efforts that handle system overflow when needed |
|
|
Term
| when does cloud utility not work? |
|
Definition
| cloud utility doesn't work in situations where complex legacy systems have to be ported or where there may be regulatory compliance issues |
|
|
Term
| what is an effect of clouds on the industry? |
|
Definition
1. lower barriers to entry
2. lower initial needed capital
3. shifts resources out of capital spending and into profitability and innovation |
|
|
Term
|
Definition
| a type of software that allows a single computer (or a cluster of computers) to function as if it were several different computers, each running its own operating system and software. Underpins most cloud computing efforts and can make computing more efficient, cost-effective, and scalable. |
|
|
Term
|
Definition
| when a firm runs and an instance of a PCs software on another machine and simply delivers the image of what's executing to the remote device. Using virtualization, a single server can run dozens of PCs, simplifying backup, upgrade, security, and administration. |
|
|
Term
| benefits of virtualization software |
|
Definition
1. lower hardware needs
2. save energy
3. boost scalability |
|
|
Term
| when deciding whether to buy, rent, or make, what should a firm consider? |
|
Definition
1. competitive advantage
2. security
3. legal and compliance
4. skill, expertise, and available labor
5. cost
6. time
7. vendor issues |
|
|
Term
|
Definition
| massive network of computer servers running software to coordinate their collective use. provide the infrastructure and backbone to SaaS and hardware cloud efforts as well as many large-scale internet efforts |
|
|
Term
| service level agreement (SLA) |
|
Definition
| a negotiated agreement between the customer and the vendor that may specify the availability, serviceability, performance, operation or other commitment requirements |
|
|
Term
|
Definition
| concept that we think of computers as screens, tablets, etc. however our reality is that nearly every device in our daily lvies will become wifi enabled. this would allow us to connect to any device because everything is could enabled |
|
|
Term
| what do the layers of ecosystems create? |
|
Definition
| the layers of an ecosystem create lock in |
|
|
Term
| what is the purpose of middleware? |
|
Definition
| middle ware serves to translate between the OS and the apps |
|
|
Term
| what happens when everything becomes cloud based? |
|
Definition
| as everything becomes cloud based, it would be compatible with all OS. this would lead to a decrease of the lock in of mac and microsoft |
|
|
Term
| argument for on-premise software: |
|
Definition
| more control, but also more risks |
|
|
Term
| argument for on-demand software: |
|
Definition
| you don't always have control of your software |
|
|
Term
| conventional ERP (on-premise) |
|
Definition
| buy the hardware, hire someone to install it, use it. however you do have to pay to upgrade, fix, and maintain it. Also, moore's law will kick in and you'll eventually have to buy more hard ware and repeat the installation process |
|
|
Term
| on-demand (another type of ERP, hosted) |
|
Definition
| you don't have to pay for installation or maintenance, but the start up cost is much higher for innovators (usually due to licensing). on-premises works one way and you have to decide if you want a cookie cutter solution or something more customizable |
|
|
Term
|
Definition
| a big ass building filled with big ass computers |
|
|
Term
| what are the industry implications of cloud/SaaS |
|
Definition
1. changes the way hardware and software firms charge for product to a more usage based model
2. by lowering costs to access powerful information systems, what happens to barriers?
3. gets non-IT people out of the IT business so that companies can focus on strategy
4. reduce hardware and distributing load = savings |
|
|
Term
| what are the benefits of cloud/saas to users? |
|
Definition
1. faster deployment times
2. not as costly, especially up front or for an army of consultants
3. higher quality hardware and service levels to maintain it
4. remot access and availability
5. scalable systems |
|
|
Term
|
Definition
| chip performance per dollar doubles every 18 months |
|
|
Term
|
Definition
| the physical component of IT. consists of microelectronics-based computing or telecommunication devices. the foundation or base. needs an OS, locks you in to certain layers |
|
|
Term
|
Definition
1. motherboard
2. CPU (brain)
3. RAM
4. Hard Disk |
|
|
Term
| computer architecture: IPOS |
|
Definition
1. input (keyboard, mouse, scanner, UPC reader, microphone)
2. process (CPU, main memory, special function cards)
3. storage (magnetic disk, optical disk, magnetic tape)
4. output (video display, printer, speakers, slide projector, plotter) |
|
|
Term
|
Definition
| your OS is there to boot up your hardware and to be a platform for things to build up upon |
|
|
Term
|
Definition
| computers don't just exist in the classical sense anymore, they exist everywhere |
|
|
Term
|
Definition
pro: one laptop per child
con: e-waste |
|
|
Term
|
Definition
| allow any company to use a technology, which can help drive penetration and growing the network of users |
|
|
Term
|
Definition
| proprietary technologies allow a company to retain ownership and control, but this may restrict the size of the network |
|
|
Term
|
Definition
1. build hardware, OS, create app map
2. speed to the market: large effort to 3. cost and development: very high
4. inter OS rivalry: unique product, get to control price
5. potential ROI/Profit: more mopetition
6. potential market share: unique, less competition |
|
|
Term
|
Definition
1. just buy an existing hardware
2. speed to market: awesome, all you have to do is download it
3. cost and development: all you have to do is buy it
4. inter OS rivalry: a bunch of people make microsoft phones, so they experience price wars
5. potential ROI/profit: more competition
6. potential market share: more competition leads to lower market share |
|
|
Term
|
Definition
1. just go download free OS, better chance of selling your phone
2. speed to market: pretty good, but you've gotta do some customization
3. cost and development: little investment in customization
4. inter OS rivalry: tons of people make these, huge price wars
5. potential ROI/profit: much more competitive, price wars
6. potential market share: more rivalry, less share |
|
|
Term
|
Definition
| advances in chip technology come with updates (and re-writes) of OSs and software in order to take advantage of the new capabilities |
|
|
Term
| apple's competitive advantage |
|
Definition
1. compatibility
2. proprietary environments- no other hardware competitors
3. buyer loyalty to strong brand
4. closer to customer
5. digital hub creates lock in |
|
|
Term
|
Definition
1. sophisticated, powerful buyers
2. vicious rivalry
3. low barriers to entry
4. lots of potential substitutes
5. open --> growth --> rivalry --> less profitable
the PC industry is a tough business |
|
|
Term
| why is there such a large profit margin between apple and android? |
|
Definition
| android has more market share, but apple is more profitable because they do not have the same rivalry in their sector of the market as android does in their open market. apple got to control the market and didn't have to deal with price wars |
|
|
Term
|
Definition
| a general term used to the describe the massive amount of data available to today's managers. often too big and costly to easily work through use of conventional databases, but new tools are making these massive databases available for analysis and insight |
|
|
Term
| business intelligence (BI) |
|
Definition
| a term combining aspects of reporting, data exploration and ad hoc queries, and sophisticated data modeling and analysis. |
|
|
Term
|
Definition
| describes the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to derive decisions and actions |
|
|
Term
|
Definition
| when data is presented in a context so that it can answer a question or support decision making |
|
|
Term
|
Definition
| refers simply to raw facts and figures, but alone it tells you nothing |
|
|
Term
|
Definition
| insight from experience and expertise. when combined with information one is ablt to make stronger decisions |
|
|
Term
|
Definition
| a list (or several related lists) of data |
|
|
Term
| database management systems (DBMS) |
|
Definition
| programs that create, maintain, and manipulate databases. vary widely in scale and capabilities |
|
|
Term
| structured query language (SQL) |
|
Definition
| the most common language for creating and manipulating databases |
|
|
Term
|
Definition
|
|
Term
|
Definition
| either a single table or a collective of related tables. |
|
|
Term
|
Definition
defines the data that a table can hold
ex- 'student id' |
|
|
Term
|
Definition
| represents a single instnace of whatever the table keeps track of. |
|
|
Term
|
Definition
| the field used to relate tables in a database |
|
|
Term
|
Definition
| databases organized like the one above, where multiple tables are related based on common keys, this is the most common database formate |
|
|
Term
| trasnsactional processing systems (TPS) |
|
Definition
| represent a fountain of potentially insightful data. systems that record a transaction |
|
|
Term
|
Definition
| firms that trawl for data and package them up for resale |
|
|
Term
| ______ _____ (CRM, SCM, and ERP) is a source for customer, supply chain, and enterprise data |
|
Definition
| enterprise data is a source for customer, supply chain, and enterprise data |
|
|
Term
| ____ ______ can supplement a firm's operational data |
|
Definition
| survey data can be used to supplement a firm's operational data |
|
|
Term
| what's the problem with data obtained from data aggregators? |
|
Definition
| data obtained from these firms is available to the entire industry |
|
|
Term
|
Definition
| older information systems that are often incompatible with other systems, technologies, and ways of conducting business. incompatible legacy systems can be major roadblocks in turning data into information and can inhibit firm agility, holding back operational and strategic innovation |
|
|
Term
| what is one major factor limiting business intelligence initiatives? |
|
Definition
| a major factor limiting business intelligence initiatives is getting data into a usable form. (i.e., analyzed and transformed into information) |
|
|
Term
| why do legacy systems limit data utilization? |
|
Definition
1. they weren't designed to share data
2. they aren't compatible with newer technologies
3. the aren't aligned with the firm's current business needs |
|
|
Term
|
Definition
| a set of databases designed to support decision making in an organization. structured for fast online queries and exploration. may aggregate enormous amounts of data from many different operational systems |
|
|
Term
|
Definition
| a database focused on addressing the concerns of a specific problem (e.g., increasing customer retention, improving product quality) or business unit (e.g., marketing, engineering). |
|
|
Term
|
Definition
| identifying and retrieving relevant electronic information to support litigation efforts, something a firm should use for its archiving and data storage plans |
|
|
Term
|
Definition
| an open source effort that provides a collection of technologies for manipulating massive amounts of unstructured data. the system is flexible, saleable, cost-effective, and fault tolerant. |
|
|
Term
| ____ is the most important asset of most modern corporations |
|
Definition
| information is the most important asset in most modern corporations |
|
|
Term
| Database application system components |
|
Definition
| user, database application (forms, reports, queries) , database management, database |
|
|
Term
|
Definition
column or group of columns that identifies a unique row in a key
ex- ID number |
|
|
Term
| database management system (DBMS) |
|
Definition
| aka database software, a software used for creating, maintaining and manipulating data |
|
|
Term
|
Definition
| non-key column or field in one table that links to a primary key in another table |
|
|
Term
|
Definition
| store data in tables that represent relationships using foreign keys |
|
|
Term
|
Definition
1. preserve data integrity- assurance that data is consistent, correct, and accessible
2. eliminate data redundancy- unnecessary repetition of data that slows data processing
3. limit data view= so that users only see what they need to see, as cleanly and clearly as possible |
|
|
Term
| impact of lowering data redundancy |
|
Definition
less storage means less $$
less redundancy = less searching, confusion, and work |
|
|
Term
| how are databases related to porter's value chain model? |
|
Definition
databases allow us to organize and utilize data in a more effective way, this improves our ability to connect different aspects of our system, thus making our value chain more effective
1 database = increased value chain efficiency = more $$$ |
|
|
Term
|
Definition
founded in '98
market cap recently was 219 billion
sergey bin and larry page are worth 20 bill each |
|
|
Term
| google's mission and motto |
|
Definition
mission: to organize the world's information and make it universally accessible and useful
(unofficial) motto: don't be evil |
|
|
Term
| market capitalization (market cap) |
|
Definition
firm value = share price X number of shares
a quick a dirty way to measure the value of a company |
|
|
Term
| google's market cap makes it the ___ ___ media company on the planet |
|
Definition
| google's market cap makes it the most valuable media company on the planet |
|
|
Term
| how did google become so successful? |
|
Definition
| http protocol took off in '93, which created a no-barriers environment for website creation and internet innovation so a bunch of people joined the net. however, all these newcomers caused a bunch of confusion because no one was focusing on a way to organize and make this information accessible. google enters and decides to focus solely on search when most firms were outsourcing search |
|
|
Term
| why is internet ad spending increasing? |
|
Definition
1. increasing user time online
2. improved measurement and accountability
3. targeting |
|
|
Term
|
Definition
internet ad spending is on the rise,
paid search dominates internet ad spending
media/video ad increasing |
|
|
Term
|
Definition
| usually about 1-3%, which is totally fine when you have a about 32 billion google users a month- don't need a huge percentage |
|
|
Term
| organic or natural search |
|
Definition
| search engine results returned and ranked according to relevance |
|
|
Term
|
Definition
| google's method for determining the order of organic results. developed by larry page, a kind of internet popularity contest. web pages that have more pages linking to them are ranked higher |
|
|
Term
| search engine optimization (SEO) |
|
Definition
| the process of improving a page's organic search results. has become a critical function for many marketing organizations |
|
|
Term
|
Definition
pop up: an ad that displays in a new browser window
banner ad: an ad that is embedded into a web page
both are a type of mass advertising. however, problems with these include an unmatched (and potentially uninterested) audience and that the ads are a way of pushing (pulling people in is much more effective) |
|
|
Term
|
Definition
cookies can help personalize a page, target ads, or monitor traffic.
cookies are not executable, so they can't replicate and are not viruses |
|
|
Term
|
Definition
| due to browser mechanism to set and read cookies, they can be used as spyware |
|
|
Term
| secrets of google's success |
|
Definition
1. pull instead of push advertising (targeting)
2. measurement and performance tracking of ad
3. pricing method (CPC instead of CPM)
4. selling strategy (auction instead of fixed prices)
5. ad networks (adsense) |
|
|
Term
|
Definition
advertiser pays for every thousand times an ad is displayed
magazine advertising paid for this way |
|
|
Term
|
Definition
advertiser pays each time a person does something (sale, lead, etc.)
car insurance quotes |
|
|
Term
|
Definition
| ranking = CPC bid*quality score |
|
|
Term
|
Definition
| next ranking index/your quality score + .01 |
|
|
Term
| google is a ____ application |
|
Definition
google is a database application
it is a database management system.
uses query language to use a database selection sequence |
|
|
Term
|
Definition
| google trends is free research. sits on top of the database and lets you see where people are searching something. google uses this data to drive more people to come to its site, click on its ads, etc. |
|
|
Term
| what's google's selling strategy? |
|
Definition
1. changing prices from fixed to auction
2. seeds their market with first time coupons or discounts
3. you can customize your ad with broad or exact matching |
|
|
Term
|
Definition
| not for a specific demographic. provides a larger base, but this base probably includes a larger number of uninterested people |
|
|
Term
|
Definition
| matches very closely to what was typed in. you reach less people, but the people that you do reach are probably more likely customers |
|
|
Term
| what are physical retailers are limited by? |
|
Definition
| physical retailers are limited by shelf space and geography, which means that expansion is very expensive |
|
|
Term
| what are the advantages of internet retail? |
|
Definition
1. internet retailers serve larger geographic areas with less infrastructure and staff
2. more scalable
3. if they're providing digital products and services, physical inventory costs go away and they become much much more scalable. |
|
|
Term
| why are internet firms able to provide long-tail products? |
|
Definition
| internet firms can serve large geographic areas through lower-cost inventory, which means they can earn profits from less popular titles that are unprofitable for physical retailers to offer |
|
|
Term
| how does netflix provide long-tail products? |
|
Definition
| netflix revitalizes latent studio assets and uses revenue sharing to provide studios with a costless opportunity to earn money from back catalog titles. content that would otherwise not justify further marketing expense or retailer shelf space |
|
|
Term
| how did netflix gain competitive advantage? |
|
Definition
| netflix gained competitive advantage by the strategically aligned use of technology and moving early to create brand, data and switching costs, and scale |
|
|
Term
| collaborative filtering technology |
|
Definition
| in the case of netflix, this technology has been continually refined to provide better feedback to users and the firm. |
|
|
Term
| why would copying cinemax be ineffective in gaining an edge on netflix? |
|
Definition
| because netflix has such a huge database already built, any copy of cinewhatever would be sub par |
|
|
Term
|
Definition
no store front, everything is online.
pro: no physical costs
con: lose a sense of convenience of stores
ex- youtube, amazon, netflix |
|
|
Term
|
Definition
| measures how fast customers are leaving your business |
|
|
Term
|
Definition
| prior to their fuck up in july '11, their biggest regret was going public too soon |
|
|
Term
| what was the mistake rivals such as walmart and blockbuster made when trying to compete with netflix? |
|
Definition
| these firms underestimated how much internet pure play played into netflix's success |
|
|
Term
|
Definition
| the demand that exists even though products aren't popular enough for stores to carry them. very difficult to create |
|
|
Term
| how does long-tail provide an advantage? |
|
Definition
| there are actually move potential customers total under the long curve, this means more chances for a transaction. also, the marginal cost of another product is practically nothing at this point |
|
|
Term
|
Definition
| netflix's proprietary recommendation system. was crowd sourced for 1M$ prize. gets recommendations = positive feedback loop. the goal is to learn what you like and drive you to less popular movies in the long tail |
|
|
Term
| risks of pure play models |
|
Definition
highly dependent on advanced tech and value change
you only have one store, so brand and customer service is critical |
|
|
Term
|
Definition
| everything is becoming digitized. impacting all media industries |
|
|
Term
| traditional retailers determine breakeven point by considering: |
|
Definition
1. # of customers that can reach a location
2. store size
3. store inventory
4. payback from inventory
5. cost to own and operate the store |
|
|
Term
| why does the long tail work? |
|
Definition
1. the long tail gives the firm a selection advantage that traditional stores cannot match
2. geographic constraints go away and untapped markets open up |
|
|
Term
| what makes cinematch valuable? |
|
Definition
1. cinematch data creates switching costs
2. data accumulated and insights generated in cinematch is hard to simulate for others
3. netflix has a very low churn rate |
|
|
Term
| scale economies allow firms to: |
|
Definition
1. lower prices
2. spend more on customer acquisition, new features, or other efforts
3. smaller rivals have a huge uphill battle
4. established firms end up straddling online and brick and mortar markets if they attempt to enter the market (in the case of netflix v. blockbuster) |
|
|
Term
|
Definition
| services that are targeted at harnessing the power of the internet to empower users to collaborate, create resources, and share information in a distinctly different way than the static web sites and transaction-focused storefronts that characterized so many failures in the dot-com bubble. |
|
|
Term
|
Definition
| how quickly the revolution, how unexpected it was, and how deeply impactful these efforts have become for individuals, businesses, and society |
|
|
Term
| the rise of _____ ___ has also coincided with the rise of mobile computing |
|
Definition
| the rise of social media has also coincided with the rise of mobile computing. |
|
|
Term
|
Definition
| when users collaborate to create content, products, and services. |
|
|
Term
| application programming interfaces (APIs) |
|
Definition
| programming hooks or guidelines established by firms that tell other programs how to get a service to perform a task such as send and receive data. |
|
|
Term
| what was a key distinction between facebook and myspace? |
|
Definition
| facebook let developers keep what they made |
|
|
Term
| what was the benefit of facebook making itself into a platform? |
|
Definition
| by making itself into a platform, each application potentially added more value and features to the site without facebook lifting a finger |
|
|
Term
| challenges faced when creating a platform |
|
Definition
1. copyright violations
2. apps can be annoying
3. purvey porn
4. step over the boundaries of good taste
5. raise privacy and security concerns |
|
|
Term
| what should platform owners be wary of? |
|
Definition
| misbehaving partners can create financial loss and brand damage and can sow mistrust |
|
|
