Data Analytics Terms

Data Analytics Terms and Definitions A A/B Testing: Compares two web page versions to see which performs better. Absolute Reference: Spreadsheet reference that doesn’t change when copied. Access Control: Security features (e.g., passwords, permissions, encryption). Accuracy: How closely data matches the real-world object or event. Action-Oriented Question: Leads to decision-making or change. Administrative Metadata: Technical information about a digital file’s source. Aggregation: Gathering smaller pieces into a whole (e.g., sum, average). Algorithm: Step-by-step procedure for solving a problem. Aliasing: Renaming a table/column in a query for simplicity. Analysis: Making sense of collected data. Analytical Skills: Using facts and logic to solve problems. Analytical Thinking: Defining problems and solving them with structured data use. Annotation: Text explanations in visualizations to add clarity. Anscombe’s Quartet: Four datasets with identical statistics but different visual patterns— highlights the value of visualization. Area Chart: Line chart with filled areas to show volume over time. Arithmetic Operator: Symbols for basic math (+, –, ×, ÷). Array: Group of values in spreadsheet cells. Assignment Operator: Sets values to variables (e.g., =). Attribute: Column label describing a characteristic in a dataset. AVERAGE: Function that returns the mean of selected cells. AVERAGEIF: Function that averages cells that meet a condition. B Bad Data Source: Fails ROCCC standards (Reliable, Original, Comprehensive, Current, Cited). Balance: Visual harmony in data design; evenly distributed elements. Bar Graph: Compares values with rectangular bars. Bias: Prejudice in data or interpretation (conscious or not). Big Data: Massive, complex datasets often spanning long periods. Boolean Data: True/false or 1/0 binary values. Borders: Lines added around spreadsheet cells for clarity. Box Plot: Visual of distribution and outliers via quartiles. Bubble Chart: Like a scatterplot, but bubble size shows value magnitude. Bullet Graph: Progress bar-like chart showing performance vs. target. Business Metric: Measurable value that indicates business performance. Business Task: Problem that data analysis aims to solve C C#: Object-oriented language used for app/game development (.NET). C++: Extension of C, often used for console games. Calculated Field: Custom formula added in a pivot table. Calculus: Study of rates of change and mathematical functions. CASE (SQL): Conditional logic in queries (if/then/else). Case Study: A scenario used to assess analytical/problem-solving skills. CAST (SQL): Converts data types (e.g., text to number). Causation: One event directly causes another. Cell Reference: Specific location in a spreadsheet (e.g., A1). Changelog: Log of updates or changes made to a dataset or code. Channel: Visual feature (e.g., size, color) in a chart that conveys information. Chart: Graphical display of data from a worksheet. Circle View: Compares relative values using circle size. Clean Data: Data that is accurate, complete, and ready for analysis. Cloud: Online storage system (not stored locally). Cluster: Group of similar data points. COALESCE (SQL): Returns the first non-null value from a list. Coding: Writing computer instructions using a programming language. Correlation: The measure of the degree to which two variables change in relationship to each other CONVERT: A SQL function that changes the unit of measurement of a value in data Confidence interval: A range of values that conveys how likely a statistical estimate reflects the population Confidence level: The probability that a sample size accurately reflects the greater population Confirmation bias: The tendency to search for or interpret information in a way that confirms pre-existing beliefs Cookie: A small file stored on a computer that contains information about its users COUNT: A spreadsheet function that counts the number of cells within a range that meet a specified condition COUNTA: A spreadsheet function that counts the total number of values within a specified range that meet specified criteria Cross-field validation: A process that ensures certain conditions for multiple data fields are satisfied CSS (Cascading Style Sheets): A programming language used for web page design that controls graphic elements and page presentation CSV (comma-separated values) file: A delimited text file that uses a comma to separate values D Dashboard: A visual interface that displays key performance indicators and trends in real time. Data: Facts and statistics collected for analysis. Data analyst: A person who collects, processes, and performs statistical analyses on data. Data cleaning: The process of correcting or removing inaccurate records from a dataset. Data ethics: The principles and standards that guide the responsible use of data. Data integrity: The accuracy, consistency, and reliability of data. Data model: A structure that determines how data is stored, connected, and processed. Data point: An individual unit of data. Data source: The origin of the data being used. Data type: The kind of data, such as numeric, text, or Boolean. Database: An organized collection of data. Date function: A spreadsheet function used to work with dates (e.g., TODAY, NOW). Data anonymization: The process of protecting people's private or sensitive data by eliminating identifying information Data bias: When a preference in favor of or against a person, group of people, or thing systematically skews data analysis results in a certain direction Data blending: A Tableau method that combines data from multiple data sources Data composition: The process of combining the individual parts in a visualization and displaying them together as a whole Data constraints: The criteria that determine whether a piece of a data is clean and valid Data design: How information is organized Data-driven decision-making: Using facts to guide business strategy Data ecosystem: The various elements that interact with one another in order to produce, manage, store, organize, analyze, and share data Data engineer: A professional who transforms data into a useful format for analysis and gives it a reliable infrastructure Data ethics: Well-founded standards of right and wrong that dictate how data is collected, shared, and used Data frame: A collection of columns containing data, similar to a spreadsheet or SQL table Data governance: A process for ensuring the formal management of a company’s data assets Data-inspired decision-making: Exploring different data sources to find out what they have in common Data integrity: The accuracy, completeness, consistency, and trustworthiness of data throughout its life cycle Data interoperability: The ability to integrate data from multiple sources and a key factor leading to the successful use of open data among companies and governments Data life cycle: The sequence of stages that data experiences, which include plan, capture, manage, analyze, archive, and destroy Data manipulation: The process of changing data to make it more organized and easier to read Data mapping: The process of matching fields from one data source to another Data merging: The process of combining two or more datasets into a single dataset Data model: A tool for organizing data elements and how they relate to one another Data privacy: Preserving a data subject’s information any time a data transaction occurs Data range: Numerical values that fall between predefined maximum and minimum values Data replication: The process of storing data in multiple locations Data science: A field of study that uses raw data to create new ways of modeling and understanding the unknown Data security: Protecting data from unauthorized access or corruption by adopting safety measures Data storytelling: Communicating the meaning of a dataset with visuals and a narrative that are customized for an audience Data strategy: The management of the people, processes, and tools used in data analysis Data structure: A format for organizing and storing data Data type: An attribute that describes a piece of data based on its values, its programming language, or the operations it can perform Data validation: A tool for checking the accuracy and quality of data Data visualization: The graphical representation of data Data warehousing specialist: A professional who develops processes and procedures to effectively store and organize data Dataset: A collection of data that can be manipulated or analyzed as one unit DATEDIF: A spreadsheet function that calculates the number of days, months, or years between two dates Decision tree: A tool that helps analysts make decisions about critical features of a visualization Delimiter: A character that indicates the beginning or end of a data item Density map: A data visualization that represents concentrations, with color representing the number or frequency of data points in a given area on a map Descriptive metadata: Metadata that describes a piece of data and can be used to identify it at a later point in time Design thinking: A process used to solve complex problems in a user-centric way Dirty data: Data that is incomplete, incorrect, or irrelevant to the problem to be solved Discrete data: Data that is counted and has a limited number of values DISTINCT: A keyword that is added to a SQL SELECT statement to retrieve only nonduplicate entries Distribution graph: A data visualization that displays the frequency of various outcomes in a sample Diverging color palette: A color theme that displays two ranges of data values using two different hues, with color intensity representing the magnitude of the values Donut chart: A data visualization where segments of a ring represent data values adding up to a whole dplyr (R): An R package in Tidyverse that offers a consistent set of functions to complete common data-manipulation tasks DROP TABLE: A SQL clause that removes a temporary table from a database Duplicate data: Any record that inadvertently shares data with another record Dynamic visualizations: Data visualizations that are interactive or change over time E EDA (Exploratory Data Analysis): Analyzing datasets to summarize their main characteristics using visual methods. Edge case: An uncommon situation at the boundary of expected input. Embedded chart: A chart inserted into the same sheet as the data. Encoding: Translating data into a different format for efficient storage or transmission. Engagement: Capturing and holding someone’s interest and attention during a data presentation ETL (Extract, Transform, Load): The process of moving data from one system to another. Extrapolation: Estimating unknown values by extending a known sequence. Equation: A calculation that involves addition, subtraction, multiplication, or division (also called a math expression) Estimated response rate: The average number of people who typically complete a survey Experimenter bias: The tendency for different people to observe things differently (Refer to Observer bias) F Facets (R): A series of functions that splits data into subsets in a matrix of panels Factor (R): An object that stores categorical data where the data values are limited and usually based on a finite group, such as country or year Fairness: A quality of data analysis that does not create or reinforce bias Field: A single piece of information from a row or column of a spreadsheet; in a data table, typically a column in the table Field length: A tool for determining how many characters can be keyed into a spreadsheet field Fill handle: A box in the lower-right-hand corner of a selected spreadsheet cell that can be dragged through neighboring cells in order to continue an instruction Filled map: A data visualization that colors areas in a map based on measurements or dimensions Filtering: The process of showing only the data that meets a specified criteria while hiding the rest Find and replace: A tool that finds a specified search term and replaces it with something else First-party data: Data collected by an individual or group using their own resources Float: A number that contains a decimal Foreign key: A field within a database table that is a primary key in another table (Refer to primary key) Formula: A set of instructions used to perform a calculation using the data in a spreadsheet Framework: The context a presentation needs to create logical connections that tie back to the business task and metrics FROM: The section of a query that indicates from which table(s) to extract the data Function: A preset command that automatically performs a specified process or task using the data in a spreadsheet Function (R): A body of reusable code for performing specific tasks in R FWF (fixed-width file): A text file with a specific format, which enables the saving of textual data in an organized fashion G GAM (generalized additive model) smoothing (R): A process for smoothing plots with a large number of points Gantt chart: A data visualization that displays the duration of events or activities on a timeline Gap analysis: A method for examining and evaluating the current state of a process in order to identify opportunities for improvement in the future Gauge chart: A data visualization that shows a single result within a progressive range of values General Data Protection Regulation of the European Union (GDPR): Policy-making body in the European Union created to help protect people and their data Geolocation: The geographical location of a person or device by means of digital information Geom (R): The geometric object used to represent data ggplot2 (R): An R package in Tidyverse that creates a variety of data visualizations by applying different visual properties to the data variables in R GROUP BY: A SQL clause that groups rows that have the same values from a table into summary rows H HAVING: A SQL clause that adds a filter to a query instead of the underlying table that can only be used with aggregate functions Header: The first row in a spreadsheet that labels the type of data in each column Heat map: A data visualization that uses color contrast to compare categories in a dataset Highlight table: A data visualization that uses conditional formatting and color on a table Histogram: A data visualization that shows how often data values fall into certain ranges HTML5: A programming language that provides structure for web pages and connects to hosting platforms Hyperlink: A clickable link to external or internal resources in a spreadsheet or dashboard. Hypothesis: A theory that one might try to prove or disprove with data Hypothesis testing: A process to determine if a survey or experiment has meaningful results I IDE (Integrated Development Environment): A software application that brings together all the tools a data analyst may want to use in a single place Incomplete data: Data that is missing important fields Inconsistent data: Data that uses different formats to represent the same thing Incorrect/inaccurate data: Data that is complete but inaccurate Index: A list that improves data retrieval speed in databases. Inference: Drawing conclusions from data patterns. INNER JOIN : A SQL function that returns records with matching values in both tables Inner query: A SQL subquery that is inside of another SQL statement Internal data: Data that lives within a company’s own systems Interpretation bias: The tendency to interpret ambiguous situations in a positive or negative way J Java: A programming language widely used to create enterprise web applications that can run on multiple clients JOIN: A SQL function that is used to combine rows from two or more tables based on a related column K Key: A unique identifier in a database. KPI (Key Performance Indicator): A measurable value that demonstrates performance against goals. L Labels and annotations (R): A group of R functions used for customizing a plot Leading question: A question that steers people toward a certain response LEFT: A function that returns a set number of characters from the left side of a text string LEFT JOIN: A SQL function that will return all the records from the left table and only the matching records from the right table Legend: A tool that identifies the meaning of various elements in a data visualization LEN: A function that returns the length of a text string by counting the number of characters it contains Library: A directory containing all of a data analyst’s installed packages LIMIT: A SQL clause that specifies the maximum number of records returned in a query Linear regression: A statistical method for modeling the relationship between variables. List: A vector whose elements can be of any type Loess smoothing (R): A process used for smoothing plots with fewer than 1,000 points Log file: A computer-generated file that records events from operating systems and other software programs Logical operator: An operator that returns a logical data type Long data: A dataset in which each row is one time point per subject, so each subject has data in multiple rows M Mandatory: A data value that cannot be left blank or empty Machine learning: Algorithms that allow computers to learn from and make predictions on data. Macro: A script that automates repetitive spreadsheet tasks. Mapping (R): The process of matching up a specific variable in a dataset with a specific aesthetic Margin of error: The maximum amount that sample results are expected to differ from those of the actual population MATCH: A spreadsheet function used to locate the position of a specific lookup value Math expression: A calculation that involves addition, subtraction, multiplication, or division (also canned an equation) Math function: A function that is used as part of a mathematical formula Matrix: A two-dimensional collection of data elements with rows and columns MAX: A function that returns the largest numeric value from a range of cells MAXIFS: A spreadsheet function that returns the maximum value from a given range that meets a specified condition McCandless Method: A method for presenting data visualizations that moves from general to specific information Mean: The average of a set of values. Median: The middle value in a sorted dataset. Metadata: Data about data, such as creation date or author. Metric: A single, quantifiable type of data that is used for measurement Metric goal: A measurable goal set by a company and evaluated using metrics MID: A function that returns a segment from the middle of a text string MIN: A spreadsheet function that returns the smallest numeric value from a range of cells MINIFS: A spreadsheet function that returns the minimum value from a given range that meets a specified condition Mode: The most frequently occurring value in a dataset. Modulo: An operator (%) that returns the remainder when one number is divided by another mutate() (R): An R function that makes changes to a dataframe separating and merging columns or creating new variables N Nested function: A function that is completely contained within another function Nominal data: A type of qualitative data that is categorized without a set order Normalization: Organizing data to reduce redundancy. Null: A value that is missing or undefined. Numerical data: Data that is measured or counted using numbers. O Observation: The attributes that describe a piece of data contained in a row of a table Observer bias: The tendency for different people to observe things differently (also called experimenter bias) Open-source: Code that is freely available and may be modified and shared by the people who use it ORDER BY: A SQL clause that sorts results returned in a query Ordinal data: Qualitative data with a set order or scale OUTER JOIN: A SQL function that combines RIGHT and LEFT JOIN to return all matching records in both tables Outer query: A SQL statement containing a subquery Outlier: A value significantly different from others in a dataset. P Packed bubble chart: A data visualization that displays data in clustered circles PHP (Hypertext Preprocessor): A programming language for web application development Pie chart: A data visualization that uses segments of a circle to represent the proportions of each data category compared to the whole Pipe (R): A tool in R for expressing a sequence of multiple operations, represented with “%>%” Pivot chart: A chart created from the fields in a pivot table Pivot table: A data summarization tool used to sort, reorganize, group, count, total, or average data Pixel: In digital imaging, a small area of illumination on a display screen that, when combined with other adjacent areas, forms a digital image Primary key: An identifier in a database that references a column in which each value is unique (Refer to foreign key) Problem domain: The area of analysis that encompasses every activity affecting or affected by a problem Profit margin: A percentage that indicates how many cents of profit has been generated for each dollar of sale Python: A general-purpose programming language Q Quartile: A type of percentile that divides data into four equal parts. Query: A request for data or information from a database Query language: A computer programming language used to communicate with a database R R: A programming language used for statistical analysis, visualization, and other data analysis Random sampling: A way of selecting a sample from a population so that every possible type of the sample has an equal chance of being chosen Ranking: A system to position values of a dataset within a scale of achievement or status readr (R): An R package in Tidyverse used for importing data Record: A collection of related data in a data table, usually synonymous with row Redundancy: When the same piece of data is stored in two or more places Reframing: The process of restating a problem or challenge, then redirecting it toward a potential resolution Regular expression (RegEx): A rule that says the values in a table must match a prescribed pattern Relational database: A database that contains a series of tables that can be connected to form relationships Relational operator: An operator used to compare values (also called a comparator) Relativity: The process of considering observations in relation or proportion to something else Repetition: The design principle of repeating visual elements to demonstrate meaning in a data visualization Return on investment (ROI): A formula that uses the metrics of investment and profit to evaluate the success of an investment Revenue: The total amount of income generated by the sale of goods or services RIGHT JOIN: A SQL function that will return all records from the right table and only the matching records from the left Root cause: The reason why a problem occurs ROUND: A SQL function that returns a number rounded to a certain number of decimal places. Ruby: An object-oriented programming language for web application development S Sample: In data analytics, a segment of a population that is representative of the entire population Sampling bias: Overrepresenting or underrepresenting certain members of a population as a result of working with a sample that is not representative of the population as a whole Scatterplot: A data visualization that represents relationships between different variables with individual data points without a connecting line Schema: A way of describing how something, such as data, is organized Scope of work (SOW): An agreed-upon outline of the tasks to be performed during a project Second-party data: Data collected by a group directly from its audience and then sold SELECT: The section of a query that indicates from which column(s) to extract the data SELECT INTO: A SQL clause that copies data from one table into a temporary table without adding the new table to the database Small data: Small, specific data points typically involving a short period of time, which are useful for making day-to-day decisions SMART methodology: A tool for determining a question’s effectiveness based on whether it is specific, measurable, action-oriented, relevant, and time-bound Smoothing (R): A process used to make data visualizations in R clearer and more readable Smoothing line (R): A line on a data visualization that uses smoothing to represent a trend SPLIT: A spreadsheet function that divides text around a specified character and puts each fragment into a new, separate cell Spotlightling: Scanning through data to quickly identify the most important insights Spreadsheet: A digital worksheet SQL: (Refer to Structured Query Language) Static data: Data that doesn’t change once it has been recorded Static visualization: A data visualization that does not change over time unless it is edited Statistical power: The probability that a test of significance will recognize an effect that is present Statistical significance: The probability that sample results are not due to random chance Statistics: The study of how to collect, analyze, summarize, and present data String data type: A sequence of characters and punctuation that contains textual information (also called text data type) Structural metadata: Metadata that indicates how a piece of data is organized and whether it is part of one or more than one data collection Structured data: Data organized in a certain format such as rows and columns Structured Query Language: A computer programming language used to communicate with a database Subquery: A SQL query that is nested inside a larger query SUBSTR: A SQL function that extracts a substring from a string variable Substring: A subset of a text string SUM: A spreadsheet function that adds the values of a selected range of cells SUMIF: A spreadsheet function that adds numeric data based on one condition SUMPRODUCT: A function that multiplies arrays and returns the sum of those products Symbol map: A data visualization that displays a mark over a given longitude and latitude Syntax: The predetermined structure of a language that includes all required words, symbols, and punctuation, as well as their proper placement T Tableau: A business intelligence and analytics platform that helps people visualize, understand, and make decisions with data Tibble (R): A streamlined variation of data frames Tidy data (R): A way of standardizing the organization of data within R tidyr (R): An R package in Tidyverse used for data cleaning to make tidy data Tidyverse (R): A system of packages in R with a common design philosophy for data manipulation, exploration, and visualization Time series: A dataset showing values at successive time intervals. TRIM: A function that removes leading, trailing, and repeated spaces in data TSV (Tab-separated values file): A text file that stores a data table by separating columns of data with tabs Turnover rate: The rate at which employees voluntarily leave a company U Unbiased sampling: When the sample of the population being measured is representative of the population as a whole Underscores: Lines used to underline words and connect text characters Unstructured data: Data that is not organized in any easily identifiable manner Unique value: A value that appears only once in a dataset. V VALUE: A spreadsheet function that converts a text string that represents a number to a numeric value Variable (R): A representation of a value in R that can be stored for later use Variety: The design principle of using different kinds of visual elements in a data visualization to engage an audience Vector (R): A group of data elements of the same type stored in a one-dimensional sequence in R Vignette (R): Documentation for an R package that describes the problem the package is designed to solve, explains how its functions can be used, and lists any dependencies on other packages Visualization: Graphical representation of data to aid understanding. VLOOKUP: A spreadsheet function that vertically searches for a certain value in a column to return a corresponding piece of information W WHERE: The section of a query that specifies criteria that the requested data must meet WITH: A SQL clause that creates a temporary table that can be queried multiple times Workbook: A file containing one or more spreadsheets. Worksheet: A single spreadsheet within a workbook. Wildcard: A character used in queries to substitute for other characters. X X-axis: The horizontal line of a graph usually placed at the bottom, which is often used to represent time scales and discrete categories Y Y-axis: The vertical line of a graph usually placed to the left, which is often used to represent frequencies and other numerical variables Z Z-score: A measure of how far a value is from the mean in standard deviations.