Lecture 2
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Data analytics typology
descriptive analytics, diagnostic analytics, predictive analytics, prescriptive analytics
descriptive analytics
tell me what happened
diagnostic analytics
why something happened
predictive analytics
what is likely to happen
prescriptive analytics
what my options are? what should i do?
entity
a person, place, thing or event about which data will be collected and stored
table
a set of data elements using a model of vertical columns and horizontal row
attribute
characteristics of an entity
relationship
describe an association among entities
types of relationships
one to many (1:M) many to many (M:N or ..) One to one (1:1 or 1..1)
Constraints
A restriction placed on the data
ER model notations
Chen notation, crows foot notation and UML
data anomalies
Update anomalies, insertion anomalies, deletion anomalies
Normalization
Process for evaluating and correcting table structures to minimize data redundancies, thereby reducing the likelihood of data anomalies
primary key
an attribute or combination of attributes that uniquely identifies any given row
foreign key
Used to link two tables together - a field in one table that refers to the primary key in another table
Advantages of data analytics
accurate predictions • identifications of new markets • operational optimization • improved decision making • fault and fraud detection • actionable intelligence • scientific discoveries