Week 1/Module 1

Lesson 1: A Plan for Your Analytics Expedition

Data

Facts and statistics collected together for reference or analysis.

Data analytics

The systematic computational analysis of data…used for the discovery, interpretation, and
communication of meaningful patterns in data.(1)

Data analysis

A process of inspecting, cleansing, transforming, and modeling data with the goal of
discovering useful information, informing conclusions and supporting decision-making. (2)

Business process mapping

Refers to activities involved in defining what a business entity does, who is responsible, to
what standard a business process should be completed, and how the success of a business
process can be determined. The main purpose…is to assist organizations in becoming more
effective. (3)

North Star

Also called Polaris. A star which is an excellent fixed point from which to draw measurements
for celestial navigation and for astrometry; this phrase now references a fixed point
informally. (4)

Lesson 2: Identifying Your Business Objective

Blueprint

Now obsolete, this was a reproduction of a technical drawing or engineering drawing using
a contact print process on light-sensitive sheets. Less formally, the word refers to any floor
plan or plans in general. (5)

Lesson 3: Data, Data Everywhere

Structured data

Data stored in relational databases and displayed in defined columns and rows.(6)
Unstructured data

Unstructured data is information does not have a pre-determined data model. It typically is
text-heavy and often requires the use of a data mining tool, such as R, to collect. (7)

Raw data

Data (e.g., numbers, instrument readings, figures, etc.) collected from a source. (8)

Bias

A disproportionate weight in favor of or against an idea or thing, usually in a way that

is closed-minded, prejudicial, or unfair. Biases can be innate or learned. People may develop
biases for or against an individual, a group, or a belief.[1] In science and engineering, a bias is
a systematic error. Statistical bias results from an unfair sampling of a population, or from
an estimation process that does not give accurate results on average. (9)

Python

An interpreted, high-level and general-purpose programming language. (10)

Access token

In computer systems, this contains the security credentials for a login session and identifies
the user, the user's groups, the user's privileges, and, in some cases, a particular application.
(11)

RStudio

An integrated development environment (IDE) for R, a programming language for statistical

computing and graphics. It is available in two formats: RStudio Desktop is a regular desktop
application while RStudio Server runs on a remote server and allows accessing RStudio using
a web browser. RStudio is available for Windows, Mac OS, and Ubuntu. You can download R
at http://www.r-project.org, and RStudio at http://www.rstudio.com/. (12)

API (Application programming interface)

Term used for a set of routines, protocols, and tools for building software applications. An API
expresses a software component in terms of its operations, inputs, outputs, and underlying
types. In the context of web, web APIs are the defined interfaces through which interactions
happen between an enterprise (Twitter, Google, etc.) and applications that use its assets. (13)

Data wrangling
The process of transforming and mapping data from one "raw" data form into
another format with the intent of making it more appropriate and valuable for a variety of
downstream purposes such as analytics. (14)

Facial recognition (system)

An automated system with the ability to identify individuals by their facial characteristics (15)

Data analysis techniques

The techniques that can be used to perform analysis of data which involves inspecting,
cleaning, transforming, and modeling data with the goal of discovering useful information,
suggesting conclusions, and supporting decision-making. (16)

Graphical User interface (GUI )

A type of interface that allows users to interact with electronic devices through graphical
icons and visual indicators such as secondary notation, as opposed to text-based interfaces,
typed command labels, or text navigation. (17)

Web scraping

A computer software technique of extracting information from websites. In general, these

programs simulate human exploration of the World Wide Web. Uses include online price
comparison, website change detection, research, etc. (18)

Per se

A Latin phrase meaning "by itself" or "in itself". (19)

Eye tracking

The process of measuring either the point of gaze (where one is looking) or the motion of an
eye relative to the head (20)

US Census

A decennial census that is legally mandated by the US Constitution. It takes place every 10
years. (21)

Lesson 4: Finding Insights

Descriptive data

One of the categories of marketing data analysis. Taking a large dataset and finding out what
the average value of a certain column is, or the max and mean.
Inferential data

One of the categories of marketing data analysis. A survey technique.

Exploratory data

One of the categories of marketing data analysis. using visual techniques to pull stories out
of data; collecting data and putting it into a tool to help understand it.

Causal data

One of the categories of marketing data analysis. Looking for the interaction between data
sets.

Dataset

A collection of data. (22)

Data cluster

An allocation of contiguous storage in databases and file systems.(23)

Week 2/Module 2

Lesson 1: Principles of DataViz

Data Visualization

The graphic representation of data. It involves producing images that communicate

relationships among the represented data to viewers of the images. (24)

Lesson 2: Sophisticated Use of Contrast

Wikipedia

A multilingual online encyclopedia created and maintained as an open collaboration project

by a community of volunteer editors using a wiki-based editing system.(25)

Lesson 3: Ensuring Clear Meaning

Visual Cues

sensory cues received by the eye in the form of light and processed by the visual
system during visual perception. Since the visual system is dominant in many species,
especially humans, visual cues are a large source of information in how the world
is perceived. (26)

Lesson 4: Applying Visual Polish

The Oscars

The Academy Awards, popularly known as the Oscars, are awards for artistic and technical
merit in the film industry. It is regarded as the most famous and prestigious awards in the
entertainment industry. (27)

Lesson 5: Dashboarding
Dashboard

A type of graphical user interface which often provides at-a-glance views of key performance
indicators (KPIs) relevant to a particular objective or business process. (28)

Market Segmentation

The activity of dividing a broad consumer or business market, normally consisting of existing
and potential customers, into sub-groups of consumers (known as segments) based on some
type of shared characteristics. (29)

Data Studio

Google Public Data Explorer provides public data and forecasts from a range of international
organizations and academic institutions including the World Bank, OECD, Eurostat and
the University of Denver. This studio within Google Public Data Explorer enabled import of
public or individual datasets and overlaid user-friendly (non-coding) data visualization tools.
(30)

Week 3/ Module 3

Lesson 1: Plan
Consumer Decision Journey

This framework, presented by consulting firm McKinsey, captures consumers’ possible

actions in a buying decision. This framework helps organizations conceptualize important
decision points of customers and connect with customers at those points.

Marketing Analytics Process

The four-step process that helps an analyst get closer to a big idea. The four steps in the
Marketing Analytics Process are plan, collect, analyze, and report.

Plan step of Marketing Analytics Process

The plan step is about defining success. In this step, the analyst determines a single clear and
quantifiable objective to investigate and documents the approach to analysis.

Collect step of Marketing Analytics Process

The collect step is about measuring the objective that was set in the plan step of the
marketing analytics process. In this step, analysts use tools to acquire the data they need to
answer the key questions and assemble them in a data management program for analysis.

Analyze step of Marketing Analytics Process

The analyze step is about monitoring and learning from the data collected in the collect step
of the marketing analytics process. In this step, analysts tidy the data collected to ensure that
analysis is free from errors. Then they conduct the analysis and offer recommendations that
help achieve the organization’s objective.

Present step of Marketing Analytics Process

The present step is about communication and taking action. In this step, analysts tell a clear,
memorable story to the stakeholders and take action by moving resources to working areas
and away from those that fail to produce.

Lesson 2: Collect
Datasource

A name given to the connection set up to a database from a server. The name is commonly
used when creating a query to the database. The data source name (DSN) need not be the
same as the filename for the database. (31)

Microsoft Excel

A spreadsheet program by Microsoft Corporation. (32)

SQL

A domain-specific language used in programming and designed for managing data held in
a relational database management system (RDBMS), or for stream processing in a relational
data stream management system (RDSMS). It is particularly useful in handling structured
data. (33)

Week 4/ Module 4

Lesson 1: The Promise of Technology

Data Processing

The collection and manipulation of items of data to produce meaningful information. (34)

Biometrics

Body measurements and calculations related to human characteristics. Biometrics

authentication (or realistic authentication) is used in computer science as a form of
identification and access control. It is also used to identify individuals in groups that are
under surveillance. (35)

Stimulus

Any object or event that elicits a sensory or behavioral response in an organism. (36)

Deep Learning

Part of a broader family of machine learning methods based on artificial neural

networks with representation learning. Learning can be supervised, semi-
supervised or unsupervised. (37)

Lesson 2: Technology’s Dark Side Part I

Clickstream

The recording of the parts of the screen a computer user clicks on while web browsing or
using another software application. As the user clicks anywhere in the webpage or
application, the action is logged on a client or inside the web server. (38)

Fake News
Untrue information presented as news. It often has the aim of damaging the reputation of a
person or entity, or making money through advertising revenue. (39)

Website Spoofing

The act of creating a website, as a hoax, with the intention of misleading readers that the
website has been created by a different person or organization. (40)

Traffic Bot

A software application that runs automated tasks (scripts) over the Internet. (41)

Zombie

In computing, a zombie is a computer connected to the Internet that has

been compromised by a hacker, computer virus or trojan horse program and can be used to
perform malicious tasks of one sort or another under remote direction. Botnets of zombie
computers are often used to spread e-mail spam and launch denial-of-service attacks (DoS
attacks). (42)

Click farm

A form of click fraud, where a large group of low-paid workers are hired to click on paid
advertising links for the click fraudster. (43)

Market capitalization

The market value of a publicly traded company's outstanding shares. (44)

Cottage industry

An industry—primarily manufacturing—which includes many producers, working from

their homes, typically part-time. (45)

Lesson 3: Technology’s Dark Side Part I

Adjudication process

The legal process by which an arbiter or judge reviews evidence and argumentation,
including legal reasoning set forth by opposing parties or litigants, to come to a decision
which determines rights and obligations between the parties involved. (46)

Key Performance Indicator (KPI)

A type of performance measurement [that] evaluate[s] the success of an organization or of a
particular activity (such as projects, programs, products and other initiatives) in which it
engages. (47)

Lesson 4: The Implications for Analysis

Kentucky Fried Chicken

An American fast food restaurant chain headquartered in Louisville, Kentucky, that

specializes in fried chicken. (48)

The Supreme Court of the United States (SCOTUS)

The highest court in the federal judiciary of the United States of America. It has ultimate (and
largely discretionary) appellate jurisdiction over all federal and state court cases that involve
a point of federal law, and original jurisdiction over a narrow range of case. (49)

Gmail

A free email service developed by Google.(50)

California Consumer Privacy Act

A state statute intended to enhance privacy rights and consumer protection for residents
of California, United States. (51)

GDPR

The General Data Protection Regulation is a regulation in EU law on data protection and
privacy in the European Union and the European Economic Area. It also addresses the
transfer of personal data outside the EU and EEA areas. (52)

Digital Data

Discrete, discontinuous representations of information or works, as contrasted with

continuous, or analog signals, which behave in a continuous manner or represent
information using a continuous function. (53)

Reference List

(1) Analytics. (n.d.). In Wikipedia.

(2) Data analysis. (n.d.). In Wikipedia.

(3) Business process mapping. (n.d.). In Wikipedia.

(4) Polaris. (n.d.). In Wikipedia.

(5) Blueprint. (n.d.). In Wikipedia.

(6) Brook, C. (2018, December 5). Structured vs. unstructured data: How to protect your
organization’s data. Data Insider.

(7) Unstructured data. (n.d.). In Wikipedia.

(8) Raw data. (n.d.). In Wikipedia.

(9) Bias. (n.d.). In Wikipedia.

(10) Python (programming language). (n.d.). In Wikipedia.

(11) Access token. (n.d.). In Wikipedia.

(12) RStudio. (n.d.). In Wikipedia.

(13) API. (n.d.). In Wikipedia.

(14) Data wrangling. (n.d.). In Wikipedia.

(15) Facial recognition system. (n.d.). In Wikipedia.

(16) Data analysis. (n.d.). In Wikipedia.

(17) Graphical user interface. (n.d.). In Wikipedia.

(18) Web scraping. (n.d.). In Wikipedia.

(19) Per se. (n.d.). In Wikipedia.

(20) Eye tracking. (n.d.). In Wikipedia.

(21) United States Census. (n.d.). In Wikipedia.

(22) Data set. (n.d.). In Wikipedia.

(23) Data cluster. (n.d.). In Wikipedia.

(24) Data visualization. (n.d.). In Wikipedia.

(25) Wikipedia. (n.d.). In Wikipedia.

(26) Sensory cue. (n.d.). In Wikipedia.

(27) Academy Awards. (n.d.). In Wikipedia.

(28) Dashboard (business). (n.d.). In Wikipedia.

(29) Market segmentation. (n.d.). In Wikipedia.

(30) Google Public Data Explorer. (n.d.). In Wikipedia.

(31) Datasource. (n.d.). In Wikipedia.

(32) Microsoft Excel. (n.d.). In Wikipedia.

(33) SQL. (n.d.). In Wikipedia.

(34) Data processing. (n.d.). In Wikipedia.

(35) Biometrics. (n.d.). In Wikipedia.

(36) Stimulus (psychology). (n.d.). In Wikipedia.

(37) Deep learning. (n.d.). In Wikipedia.

(38) Click path. (n.d.). In Wikipedia.

(39) Fake news. (n.d.). In Wikipedia.

(40) Website spoofing. (n.d.). In Wikipedia.

(41) Internet bot. (n.d.). In Wikipedia.

(42) Zombie (computing). (n.d.). In Wikipedia.

(43) Click farm. (n.d.). In Wikipedia.

(44) Market capitalization. (n.d.). In Wikipedia.

(45) Cottage industry. (n.d.). In Wikipedia.

(46) Adjudication. (n.d.). In Wikipedia.

(47) Performance indicator. (n.d.). In Wikipedia.

(48) KFC. (n.d.). In Wikipedia.

(49) Supreme Court of the United States. (n.d.). In Wikipedia.

(50) Gmail. (n.d.). In Wikipedia.

(51) California Consumer Privacy Act. (n.d.). In Wikipedia.

(52) General Data Protection Regulation. (n.d.). In Wikipedia.

(53) Digital data. (n.d.). In Wikipedia.