Analytics Definitions

  • A

    A/B testing (split testing)

    A/B testing, sometimes called split testing, is an assessment tool for identifying which version of something helps an individual or organization meet a business goal more effectively.

  • Ad Hoc Analysis

    Ad hoc analysis is a business intelligence (BI) process designed to answer a single, specific business question.

  • advanced analytics

    Advanced analytics is a broad category of inquiry that can be used to help drive changes and improvements in business practices.

  • association rules (in data mining)

    Association rules are if-then statements that help to show the probability of relationships between data items within large data sets in various types of databases.

  • B

    BABOK Guide (Guide to the Business Analysis Body of Knowledge)

    The guide to the Business Analysis Body of Knowledge, or the BABOK Guide, is a book from the International Institute of Business Analysis (IIBA) that provides essential support and direction to business analysts (BAs) by presenting a collection of the activities that comprise business analysis.

  • big data analytics

    Big data analytics is the often complex process of examining large and varied data sets -- or big data -- to uncover information including hidden patterns, unknown correlations, market trends and customer preferences that can help organizations make informed business decisions.

  • business analytics (BA)

    Business analytics (BA) is the iterative, methodical exploration of an organization's data, with an emphasis on statistical analysis. Business analytics is used by companies that are committed to making data-driven decisions.

  • C

    Campbell's Law

    Campbell's Law is the observation that once a metric has been identified as a primary indicator for success, its ability to accurately measure success tends to be compromised.  

  • citizen data scientist

    A citizen data scientist is any individual who contributes to the research of a complex data initiative but who does not have a formal educational background in data analytics (DA) or business intelligence (BI).

  • collaborative BI (collaborative business intelligence)

    Collaborative BI (collaborative business intelligence) is the merging of business intelligence software with collaboration tools, including social and Web 2.0 technologies, to support improved data-driven decision making.

  • customer analytics (customer data analytics)

    Customer analytics, also called customer data analytics, is the systematic examination of a company's customer information and customer behavior to identify, attract and retain the most profitable customers.

  • customer intelligence (CI)

    Customer intelligence (CI) is information derived from customer data that an organization collects from both internal and external sources.

  • D

    data artist

    A data artist is a business analytics (BA) specialist who creates graphs, charts, infographics and other visual tools that help people understand complex data.

  • data exploration

    Data exploration is the first step in data analysis and typically involves summarizing the main characteristics of a data set, including its size, accuracy, initial patterns in the data and other attributes.

  • data journalism

    Data journalism in an approach to writing for the public in which the journalist analyzes large data sets to identify potential news stories.

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