68) How does Amazon. com use pred ictive analytics to respond to product searches by the customer? Answer: Amazon uses clustering algorithms to segment customers into different clusters to able to target specific promotions to them. The company also uses association mining techni product, what else is the customer likely to purchase? That helps Amazon recommend or to estimate relationships between different purchasing behaviors. That is, if a customer buy promote related products. For example, any product search on Amazon. com results in the retailer also suggesting other similar products that may interest a customer Diff: 3 Page ref: 26 69)Describe and define Big Data. Why is a search engine a Big Data application? answer: Big Data is data that cannot be stored in a single storage unit. Big Data typically refers to data that is arriving in many different forms, be they structured, unstructured, or in a stream Major sources of such data are clickstreams from Web sites, postings on social med ia sites such as Facebook. or data from traffic sensors or weather a Web search engine such as Google needs to search and index billions of Web pages order to give you relevant search results in a fraction of a second. Although this is not done in real time, generating an index of all the Web pages on the internet is not an easy task Diff: 3 Page Ref: 35-36 70)What storage system and processing algorithm were developed by Google for Big Data? Answer: Google developed and released as an Apache project the Hadoop Distributed File System (HDFS) for storing large amounts of data in a distributed way Google developed and released as an Apache project the Map Reduce algorithm for pushing computation to the data, instead of pushing data to a computing node Diff: 3 Page Ref: 36 Copyright C 2018 Pearson Education, Inc11 Copyright © 2018 Pearson Education, Inc. 68) How does Amazon.com use predictive analytics to respond to product searches by the customer? Answer: Amazon uses clustering algorithms to segment customers into different clusters to be able to target specific promotions to them. The company also uses association mining techniques to estimate relationships between different purchasing behaviors. That is, if a customer buys one product, what else is the customer likely to purchase? That helps Amazon recommend or promote related products. For example, any product search on Amazon.com results in the retailer also suggesting other similar products that may interest a customer. Diff: 3 Page Ref: 26 69) Describe and define Big Data. Why is a search engine a Big Data application? Answer: • Big Data is data that cannot be stored in a single storage unit. Big Data typically refers to data that is arriving in many different forms, be they structured, unstructured, or in a stream. Major sources of such data are clickstreams from Web sites, postings on social media sites such as Facebook, or data from traffic, sensors, or weather. • A Web search engine such as Google needs to search and index billions of Web pages in order to give you relevant search results in a fraction of a second. Although this is not done in real time, generating an index of all the Web pages on the Internet is not an easy task. Diff: 3 Page Ref: 35-36 70) What storage system and processing algorithm were developed by Google for Big Data? Answer: • Google developed and released as an Apache project the Hadoop Distributed File System (HDFS) for storing large amounts of data in a distributed way. • Google developed and released as an Apache project the MapReduce algorithm for pushing computation to the data, instead of pushing data to a computing node. Diff: 3 Page Ref: 36