A quick reference guide for understanding the most common terms used in analytics.
A process that involves searching, gathering and presenting data for consumption.
A process that removes any association between the data and identifiable people within your database to prevent the discovery of the source of the records.
Strategies and tools used to provide historic, current and predictive views of business operations.
Data that can be sorted, according to defined groups or categories.
The analysis of users activity through the items they interact with.
Data that can take any value within a given range.
Customer Data Platform
Often used to aggregate data from multiple sources to create a richer profile prior to sending to 3rd-party tools or a data warehouse.
Provides a high-level overview of key performance indicators relevant to a particular objective or business purpose.
How data is structured to be useful to the business. This can be broken down into business entities, the relationship between those entities, and the infrastructure required to support this operation.
The process of reviewing and revising data to delete duplicate entries, correct misspelling and other errors, add missing data and provide consistency.
The process of combining data from different sources and presenting it in a single view.
The measure of trust an organization has in the accuracy, completeness, timeliness and validity of the data.
An unstructured database usually used to store raw unprocessed event data.
Defines the structure of the data for the purpose of communicating between functional and technical people to show data needed for business processes, or for communicating a plan to develop how data is stored and accessed.
The process in which data moves from a one or more source to one or more destination.
A structured database used for reporting and data analysis.
Data that can only take certain values.
ETL is short for extract, transform, load, three database functions that are combined into one tool to pull data out of one database and place it into another database often while transforming it into a more useful structure.
Are user interactions taken within your product that are recorded for analysis.
Data that is descriptive and collected through observation, tells you the why.
Data that is always numerical, tells you the what.
Real Time Data
Data that is created, processed, stored, analyzed and visualized within milliseconds.
SQL (Structured Query Language)
A programming language for retrieving data from a relational database.
When the outcome of an experiment is unlikely to have occurred due to chance.
Let's you react on real-time streaming data by continuously querying using services like Kafka.
Data that is organized according to a predetermined format.
Data that relates to the operation of a business, for example an order transaction includes a value, the item ordered, and a timestamp for when the transaction occurred.
Data that has not pre-defined data model, for example text, media, and sensory data.
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