* How the Internet works * Packet-switching technology
Actual data transmission takes place sporadically, rather than continuously. Data to be transmitted is divided into small packets of information and labeled to identify the sender and recipient. These are sent over a network and then reassembled at their destination. If any packet did not arrive or was not intact, original sender requested to resend the packet. -> This enables millions to transmit data at the same time. * Understand the importance of standards (protocols) * What problems are and tasks are involved in networks and why are standards important for networks to run?
Computers and applications of different kinds need to use the same network. Packets could get altered/lost/out of sequence. Many computers send packets simultaneously. There are lots of different destinations, routes, and sometimes some of them ‘close down’. * Bandwidth
Bandwidth is transmission capacity of a computer or communications channel, measured in bits per second (bps). * TCP/IP protocol and layered standards of the Internet * Application layer, network layer (TCP/IP)
Applications layer (e.g. HTTP, FTP) specifies how application programs communicate.
Network layer (e.g. TCP/IP) consists of transport layer and internet layer. Transport layer (TCP) breaks, reassembles messages into packets. Internet layer (IP) specifies the address a packet is headed to. * Internet addressing and architecture: means to finding stuff * Describe the major parts of a URL and implications of URLs and domain names
URL (Uniform Resource Locator) is means of identifying files on the web. “Application transfer protocol://host name.domain name.top-level domain/path/file”
Domain name is the unique name assigned to an IP address. * Describe how DNS works
DNS is a distributed database of Internet names, hierarchical system of nameservers that maps host-domain name combinations to IP addresses. DNS servers convert Internet names to IP addresses. * How the World Wide Web works
The browser breaks the URL in to parts (protocol, server name and file name) -> The browser communicates with a DNS to translate the server name in to an IP address -> Given the IP, the browser forms a connection to the server -> Following the HTTP protocol, the browser sends a (GET) request to the server and asks for the file -> The server then sends the HTML text for the web page to the browser. The browser reads the HTML tags and formats the page onto your screen * Client server architecture
A network in which one or more computers are servers and provide services to the other computers which are called clients * Role of routers in networking – fault tolerance, decentralization etc.
Routers are computing devices that connect networks and exchange data between them, typically connected with more than one outbound path, so that in case one path becomes unavailable, an alternate path can be used.
Decentralization, fault tolerance, and redundancy keep the network open and reliable. * UDP, VoIP, 3G, 4G
User Datagram Protocol (UDP) works as a TCP stand-in speed is needed and quality has to be sacrificed.
VoIP allows voice and phone systems to become and application traveling over the internet.
3G – GSM/CDMA – GSM is the most used around the world. CDMA is limited by its inability to support voice and data communication at the same time
4G – LTE/WiMax – 4G offers them option of entering mobile phone business and offer a wider range of services. If speeds of 4G networks increase, more users could switch from cable, DSL and fiber to wireless internet access * Last-mile problem
Though the internet backbone is very fast, a system’s speed is determined by its slowest component or the last mile. * Net Neutrality issues
Net neutrality is the principle that all internet traffic should be treated equally.
Internet firms say it is vital to maintain the openness of the internet.
Telecommunications firms say they should be able to limit access to services that overtax their networks * How search engines work
Gather the contents of all web pages (using a program called a crawler or spider or robot) -> Organize the contents of the pages in a way that allows efficient retrieval (indexing) -> takes in a query, determine which pages match, and show the results (ranking and display of results) * How Google’s PageRank works
‘Important pages are pointed by other important pages’
Each link from one page to another is counted as a ‘vote’ for the destination page. But the importance of the starting page also influences the importance of the destination page. And those pages scores, in turn, depend on those linking to them. Pagerank places more importance to votes that come from pages with large number of votes (and so on, and so on) * Briefly describe what the following terms/concepts mean: keyword, crawler
Keyword: search query
Crawler: a program which gathers the contents of web pages * History of Search revolution and the Impact of search on Business – importance of ranking on business * How did Google create a business model based on its superior search algorithm? (keywords -> Adwords program) (compared to earlier monetization based on banner ads)
Advertisers bid on specific keywords. Ads are displayed where targeted visitors will find them * New businesses: search engine optimization
Techniques to improve organic search results. Get pages into search index. Choose the right keywords to target. Optimize your content.
Needed search marketing consultants, content and technology changes, and paid inclusion. * Privacy issues on web and search * Cookies for customer profiling and targeting
By serving and tracking cookies in ads shown across partner sites, ad networks can build detailed browsing profiles that include site visited, specific pages viewed, duration of visit, the types of ads you’ve seen and responded to. * How cookies work
A cookie stores a small string of characters -> A web site asks your browser to set a cookie -> Whenever you return to that site your browser sends the cookie back automatically * Describe how the problems of managing data resources in a traditional file environment (each department managing their own data files) are solved by a database management system
The use of a traditional approach to file processing encourages each functional area in a corporation to develop specialized applications and files. Each application requires a unique data file that is likely to be a subset of the master file. These subsets of the master file lead to data redundancy and inconsistency, processing inflexibility, and wasted storage resources.
Database management systems interfaces between application programs and physical data files, separates logical and physical views of data, and solves problems of traditional file environment (controls redundancy, eliminates inconsistency, uncouples programs and data, enables to central manage data and data security) * List and describe the key characteristics of a relational database
Relational databases are a series of logically related tow-dimensional tables or files for storing information.
Relational databases are composed of two parts: Information (stored in a series of two-dimensional tables, files, or relations), Logical structure of the information (data dictionary) * Data Hierarchy, primary key, foreign key, entity, relation, integrity constraints, Entity-relationship diagram
Data hierarchy: Bit (0, 1)-Byte (a, b)-Field (Kim)-Record (Kim, 2008130XXX, Male)-File (Students File)-Database (Students File, Course File, Financial File)
Primary key: Field (or group of fields) that uniquely describes each record
Foreign key: primary key of one file that appears in another file
Entity: Person, place, thing on which we store information
Relation: =table =file. Group of records of same type
Integrity constraints: rules that help ensure the quality of information (data dictionary, foreign keys must found as primary keys in another file …)
Entity-relationship diagram: Used by database designers to document the model, Illustrates the relationships between entities * Describe the capabilities and value of a database management system

* Apply important database design principles * Explain the general purpose of normalization and three types of anomalies with unnormalized data
Normalization is a technique used to make complex databases more efficient by removing undesirable redundancy.
Three types of anomalies: Insertion anomaly, Deletion anomaly, Update anomaly * Getting information from databases * How to access the stored data to retrieve relevant information using SQL queries
Query is a question asked to a database, resulting in a virtual table as an answer.
SELECT name FROM student WHERE major=”BUSS” * Creating aggregated ‘views’ of the data * Relational algebra
SELECT creates subset of data of all records that meet stated criteria
JOIN combines relational tables to provide user with more information than available in individual tables
PROJECT creates subset of columns in table, creating tables with only the information specified * Evaluate tools and technologies for accessing information from databases to improve business performance and decision making by generating business intelligence * Data warehouse, data mart, OLAP (online analytical processing), transactional versus analytical systems
Data warehouse stores current and historical data from many core operational transaction systems. Consolidates and standardizes information for use across enterprise, but data cannot be altered. Data warehouse system will provide query, analysis, and reporting tools
Data marts are subset of data warehouse. Summarized or highly focused portion of firm’s data for use by specific population of users. Typically focuses on single subject or line of business. * Decision support system for supporting unstructured and semi-structured decisions * Model-driven vs. data-driven
Model-driven DSS – Earliest DSS, optimize profit
Data-driven DSS – Some contemporary DSS, Use OLAP and data mining to analyze large pools of data * Pivot table
Enables you to group and summarize information. Helps you quickly aggregate or summarize information by dimension. Displays 2 or more dimensions in a convenient format * What is data mining? Why is it important?
Data mining is a process for using information technology to extract useful knowledge from large bodies of data.
By using data mining, it is able to address issues in several key areas including customer segmentation, marketing and promotion targeting, collaborative filtering, and so on. * Compare and Contrast the different data mining techniques * Supervised vs. Unsupervised data mining
Supervised data mining (a) is based on a well-defined target variable and (b) the training data include labels for the target variable
Unsupervised data mining applies when one can’t satisfy (a) or (b) or both. * Supervised Data mining: Decision Trees
Data mining where goal is to find a relationship between a set of independent attributes and a predefined dependent attribute-the target * Unsupervised data mining: Association rules
If antecedent -> consequent * What is web 2.0?
New web environment after the crash * Social software (e.g., Blog, wiki, social networks, microblog, social bookmarking), RSS, API, Mashup
Applications that allow individuals to communicate with one another, and to track discussions across the web as they happen /Broad term used to describe software-based tools that facilitate interaction and collaboration / Connects people together intellectually and makes it possible to share and evolve ideas
RSS is a format for distributing content, mechanism for syndication of web content. RSS feeds allow you to see when new content is added to different sites, as soon as it is published, without you having to visit the websites you have taken the feed from.
API is a combining different applications and data sources. Users can easily innovate in developing new applications. It enables other developers to leverage and connect to your application and services (allows open connections to anybody)
Mashup is creating applications/services that combine data and/or functions from multiple sources * Common technical features of social software (SLATES)
Search, Links, Authoring, Tags, Extensions, Signals * Benefit of platform over channels of communication
Make visible the practices and output of knowledge workers * Crowdsourcing and open business models
Crowdsourcing is the act of taking a job traditionally performed by a designated agent and outsourcing it to an undefined generally large network of people in the form of an open call.
Threadless for T-shirts, InnoCentive for scientific R&D, TopCoder for programming tasks, Amazon’s Mechanical Turk for general work * Prediction markets and wisdom of crowds
Prediction market: Polling a diverse crowd and aggregating opinions in order to form a forecast of an eventual outcome
Wisdom of crowds: The idea that a group of individuals (the crowd), often consisting of untrained amateurs, will collectively have more insight than a single or small group of trained professionals * What was the significance of Google compared to the earlier search engines/portals in terms of their business models?
Google was the pioneer in turning search into a business. The idea of internet search was perceived as technical and part of portal services. But Google has demonstrated that search engines can be used as a business strategy and marketing tool. * What is data mining? Why is it important?
Data mining is a process for using information technology to extract useful knowledge from large bodies of data.
By using data mining, it is able to address issues in several key areas including customer segmentation, marketing and promotion targeting, collaborative filtering, and so on.