Digital Systems Exam 2

Market segmentation

the process of dividing a market of both potential and existing customers into groups (i.e., segments) based on a variety of characteristics

Prospecting

finding potential customers for a product

Prospecting Involves

identifying potential customers, designing effective marketing strategies to reach them, and then converting them from prospect to customer.

Marketing Qualified Leads (MQL)

are curious about product

Sales Qualified Leads (SQL)

are ready to take action

Identity data/demographic

Name, address, gender, date of birth, phone, email.

Quantitative data

Customer interactions (transactions, online activity, service history, communications).

Qualitative data

Customer feelings and reasoning (attitudes, opinions, motivations)

Descriptive data

Additional demographics (family, lifestyle, education, career).

Customer Segmentation

Groups customers for behavior analysis.

Customer Value and Profitability

Identifies highest revenue customers.

Personalization

Creates custom marketing based on individual behavior.

Predictive Modeling

Uses past data to forecast future success/failure.

Share of wallet

a businesses share of customer in a specific market (it costs more to acquire a customer than to retain an existing customer)

Customer equity

how much interest a consumer actually has in a company

What’s needed for CRM Server Security

Secure on-site servers, firewalls, and routers; keep software updated.

Proper CRM Administration

Train staff, manage access levels, and restrict access to sensitive CRM areas.

Consistent Updates to CRM Software

Regularly update CRM systems to prevent data breaches from outdated software.

Federal Trade Commission (FTC) Section 5

Prevents unfair/deceptive trade practices, including inadequate data security and privacy policy failures.

Gramm-Leach-Bliley Act (U.S.)

Governs personal information collected by financial institutions.

California Consumer Privacy Act (CCPA)

Requires data collection policy disclosure and grants individuals access, correction, and deletion rights for personal data.

GDPR (Europe)

Governs data protection and privacy in the EU and EEA, including international data transfers.

End-user needs

Analytics can streamline CRM data collection by identifying end-user needs and preferences.

Standardized data collection processes

CRM analytics highlight data erosion points and errors, guiding process improvements.

Demonstrate the value of CRM

Analytics reveal CRM interaction patterns, informing data collection strategies to boost engagement.

Viability

assess product/service viability by analyzing consumption and usage.

Product/service measurements

provide insights for improvements by tracking feature performance.

User experience

capture data about why users are buying a product or service and how they are using it.

Product development

foster innovation by combining user feedback to identify growth areas.

Churn rate

rate at which customers are leaving

Integration

efficiency, better understanding of where your customers are at in their Journey

OLAP (Online Analytical Processing)

Massive data processing software (fast, multidimensional analysis of large datasets)

Benefits of networks

resource sharing and access to other networks and the internet.

Personal Area Network (PAN)

Connects devices around an individual (e.g., smartphone to tablet internet sharing).

Local Area Network (LAN)

Connects devices within a single location (e.g., office).

Function of an ISP (internet service provider)

provide an IP address, access to resources on the internet, and your ISP pays for access to the internet. ISPs charge a fee to their customers to access the internet.

Wide Area Network (WAN)

Connects devices across multiple geographic locations (e.g., retail stores in different cities).

Internets

Connect LANs, WANs, and other internets. The global Internet is the largest, while private organizational networks are intranets.

How does the internet work

data is stored on servers, connections are called nodes, info is sent in “packets” of information, and A router sends each packet to the correct receiving router

Transmission Control Protocol/Internet Protocol (TCP/IP)

a set of rules that govern how data is sent, transmitted, and received over networks, (It provides a framework that allows devices to communicate, regardless of their underlying hardware or software.)

Network Access Layer

Handles the physical aspects of sending and receiving data (e.g., wireless, Ethernet, NICs).

Internet Layer

Manages the movement of data packets across the network.

Transport Layer

Breaks data into segments and confirms packet reception.

Application Layer

Contains applications that use network communication for user interaction (e.g., email, messaging).

Web 2.0

current internet; characterized by interactivity, dynamic content, collaboration, and information sharing. Its key features include interactivity, folksonomy, user participation, and Software as a Service (SaaS).

Folksonomy

Users collectively determine the classification of information. For example, tagging of websites, images, videos, and links.

Geographic Information Systems (GIS)

analyze spatial data for better decision-making. Geospatial data describes physically located items, events, or phenomena on Earth, which can be static (e.g., highways) or dynamic (e.g., traffic, virus spread).

Aspects of a GIS system

Proximity location, route information, alerts, density maps and quantity maps

Proximity location

Identifies targets (e.g., gas stations, hospitals, retail stores) within a defined area.

Route information

Provides directions to a determined destination.

Alerts

Notifies users of road congestion/accidents or if a store is having a sale.

Density maps

Maps population densities per kilometer to aid decisions like increased police presence or delivery routes.

Quantity maps

Shows the number of businesses in an area, assisting decisions on new store locations.

How Are GIS systems used in business?

GIS assists in cell tower and product placement. Organizations use GIS with data analytics to understand customer needs/wants, help with segmentation, and create especially targeted marketing.

Base Transceiver Station (BTS)

Transmits cell phone signals to the cellular system's mobile switching station.

Mobile Switching Station

Controls all the transmissions between cellular phone towers and their base transceiver stations.

Analog-Digital Converter (ADC)

Allows smartphones to receive an analog sound wave, such as a person's voice, and convert it to a digital signal that can be processed and stored by a computer.

Digital Signal Processor (DSP)

A small computer within your smartphone that analyzes the sounds entering your phone through the analog/digital converter.

Steps of a call

1. Place the call 2. Call is received by the nearest tower, relayed to a network of cell towers and received by the phone you were calling 3. When the person on the other phone accepts the call and begins to speak, the person’s voice is converted to an electrical signal that is sent back through the network. 4. Your phone converts the electrical signal that is transmitted via radio waves to an analog signal that you can hear.

Benefits of 5G

Lower latency, greater capacity, and faster connection/ data transfer speeds

Benefits of cloud computing

cost savings, collaboration, disaster recovery (via backups), and flexibility.

Disadvantages of cloud computing

services can go down, security concerns, limited control over service processes and procedures, and vendor agreements (which makes switching between cloud services somewhat difficult)

Cloud deployment models

private cloud, community cloud, public cloud, and hybrid cloud

Private Cloud

Exclusive use by one organization, managed by them or a third party, on or off-premises.

Community Cloud

Exclusive use for a specific community with shared concerns, managed by members or a third party, on or off-premises, often with restricted access.

Public Cloud

Open to the general public, managed by a business, academic, or government organization, on the provider's premises. Often used for file sharing and email.

Hybrid Cloud

Combines two or more distinct cloud infrastructures (private, community, or public) that remain unique but are linked for data/application portability, like cloud bursting for load balancing.

Amazon Web Services (AWS)

Global cloud services, including computing, storage, databases, and analytics. Helps organizations move faster, lower IT costs, and scale.

Google Cloud

Modular cloud computing services, including data storage, analytics, computing, and machine learning.

Salesforce

Cloud CRM solutions, including applications for CRM, ERP, customer service, sales, and marketing.

Content delivery Network (CDN)

Minimize the distance between website visitors and servers by caching content in multiple geographic locations (points of presence or PoPs).

Software as a Service (SaaS)

a Cloud-based service offered by vendors and hosted on a vendor’s cloud that allows users to access a software application using a web browser and Internet connection (ex. Google sheets)

Platform as a Service (PaaS)

gives you the tools needed to make software and you the building blocks to build shit. (ex. squarespace gives you the tools to create a custom website without coding)

Infrastructure as a Service (IaaS)

complete computing infrastructure. Includes processing, data storage, and a variety of other computing resources online which helps run an organization’s information systems.

Blockchain

a decentralized digital ledger that uses linked transaction blocks to ensure secure record-sharing across a computer network without a central authority.

Benefit of blockchain

Quality assurance, Blockchain traces manufacturing errors to their origin, aiding investigation and damage mitigation. Have hashes that identify each step along the transaction

AI Automation benefits

enhanced efficiency, improved network reliability, real time security, and reduced labor costs

AI & cybersecurity

AI-assisted threat intelligence, anomaly detection, and behavioral analysis have transformed network security

Network Topology Design

AI automates network design by analyzing traffic patterns to optimize device placement for enhanced performance.

Virtual Network Design

AI improves virtual network design and capabilities (crucial for cloud computing) by automating configuration and management.

Intent-based Networking

AI uses a desired state (intent) to enhance network configuration and automate responses to issues, saving time.

Capacity Planning/Forecasting

AI uses predictive analytics and historical data to speed up forecasting network traffic and capacity needs, helping organizations plan for potential issues

Network load balancing (NLB)

Distribution of network traffic across multiple servers or virtual networks

Problem with traditional files

Each file is independent of the other file, which leads to data redundancy, inconsistency, and file management issues.

Database Management System (DBMS)

a computer program that is used to create, process, and administer a database.

Database

a collection of tables, relationships, and metadata. (A DBMS helps to organize the data found in a database.)

Data integrity

means the database is reliable, accurate, and aligned to the goals of the organization.

Relational Database management systems (DBMS)

organize data into tables based on structured data groupings. (In relational databases, two or more tables can be linked using a relationship.)

Referential integrity

the accuracy and consistency of data within a table relationship in a database.

Statements

are used to return data, modify data or tables, delete data and more.

Queries

retrieve data based on specific criteria.

Expressions

can product specific data items (like a value) or tables of data.

Clauses

are components of statement or queries. They can be optional.

Predicates

specify conditions that can be evaluated based on Boolean truth values and are used to limit the effects of statements or queries.

Cross-tab queries

calculate aggregate functions, grouping results by two sets of values (one on the side, one across the top).

Action queries

(append, delete, update, make-table) modify or move data in tables, except make-table queries which create new tables.

Parameter queries

prompt users for values, applying the supplied value as a criterion, or interpreting no value as an empty string.

Structured Query Language (SQL)

uses specific statements translated by the RDBMS to produce output.

Data normalization

Breaking down/simplifying tables to eliminate data redundancy and undesirable data characteristics.

Entity relationship diagram ERD

structurally representing database design via the use of diagrams.