Question 1
Transactional information deals with operational system data and these databases are used in storing current data in normalized format using ER model. This results in frequent updating and querying resulting in query response being very fast. This implies that it includes all the information that is contained within a unit of work with a primary purpose of giving performance support to daily operations of tasks. Having normalized databases is beneficial to ensure that updates, inserts, and deletes are always lightweights and accurate. By using the inserts, deletes and updates, concurrent users are sure that their applications will be blocked, locked, and potential deadlocked. For those with too much latency, concurrency issues may arise. Analytical information is a system dealing with historical data covering a long period implying that the volume of data is large using dimensional model. As such, the response of query is slow. In short, it includes all the information of an organization and its purpose is to give performance support to managerial tasks of analysis. In action, it entails the use of transactional information to facilitate conclusive analysis and forecasting leading to adequate decision making.
From the above descriptions, it is evident that the Spotlight used to identify its 10 tribes is the analytical information. According to Koutsoukis and Mitra (2012), the preparation of analytical databases is for exploitation and decision support. Typically, these databases are known to handle large volumes of historical data. Therefore, end-users are facilitated to explore data through the use of graphical displays and even multidimensional views. That is to say they are designed with an analytical perspective in mind.
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Question 2
The aspect of political candidacy has embraced political microtargeting because of its valuable information that has been engineered by analysts. The new engineering’s referenced look at Internet fundraising and web logs plus others that were used during Obama’s campaign period ( Kenski, Hardy & Jamieson, 2010 ). Such illustrations have propelled the new engineering’s to a point where the manner in which people communicate has been altered. From this, it is right to point out that high-quality of information during Obama campaign helped analysts to sift through 175 million voters (Political Microtargeting). This allowed them to find those people referred to as potential swing voters. The characteristics of such high-quality information are accurate, timely, consistent, unique and complete.
Though these engineering’s are limited resources they make politicians gain existing possible electors. These technologies have been tested through microtargeting and are found to be efficient. Hence, having high-quality information is important for politicians because it culminates down to their success during the campaign period. Secondly, such high-quality information means that topographic point is made possible by applying targeted candidacy approach. Political analysts have attributed that this is possible through the crafting of messages that are directed and relevant to specific countries. Thus, it is imperative for the analyst to identify their audience leading him or her to provide to the targeted audience, which leads to success for the aspiring candidate.
Question 5
When it comes to politics, people should learn to separate humanity from this field because no relationship exists between the two aspects. Politicians are in the race with the sole aim of winning and hence, will use all the available resources and technologies to ensure they win ( Baltzan, 2014 ). The current political environment in America has shown that many candidates will engage the use of new engineering’s. The reason for such engagement is the proven ability of such technologies in swaying prospective candidates and acquiring success in the end of the campaigns. As such, I do not agree that political microtargeting signals dehumanization of politics in any way.
References
Baltzan (2014). Business Driven Technology 6th Edition. BE Publishers. Chapter 6, p. 91-92. Case Study: Chapter 6 Case, “Political Microtargeting: What Data Crunchers Did for Obama,” . New York, NY: Springer Science + Business Media, LLC.
Kenski, K., Hardy, B. W., & Jamieson, K. H. (2010). The Obama victory: How media, money, and message shaped the 2008 election. New York, NY: Oxford University Press.
Koutsoukis. N. & Mitra, G. (2012). Decision Modelling and information systems: The information value chain.
