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8. What are examples of applications that draw on artificial intelligence for
decision support?
Applications that draw on artificial intelligence include robotics, expert systems,
and neural nets. Service robots are appearing in business, government, and other
sectors. An expert system mimics the reasoning of a human expert, drawing from
a base of knowledge about a particular subject area to come to a decision or
recommendation. Neural networks attempt to mimic the way the human brain
works, and are widely used where massive data sets are available.
9. How are web analytics used to assess the effectiveness of websites?
Web analytics describes the practice of measuring, collecting, and analyzing
website clickstream data to produce business intelligence. Website metrics
include visitors, unique visitors, average time on site, new visitors, depth of visit,
languages, traffic sources, and service providers. Web-content related metrics
include page views, bounce rate, top landing pages, and top exit pages. There are
additional measures specifically for social media activities and e-commerce
activities. All of these metrics are a rich source of business intelligence for
understanding customers because they track every single click by every visitor to
an organization’s website. Each measure reveals something a little different that
can help reveal how people are interacting with the site, and how well the site is
meeting the goals set for it.
10. How do dashboards, portals, and mashups support decision making?
Dashboards, portals, and mashups are graphical user interfaces that organize and
summarize information vital to the user’s role and the decisions that users make.
Dashboards summarize key performance indicators. Portals are gateways that
provide access to a variety of relevant information from many different sources on
one screen. Mashups are gateways that aggregate content from multiple internal
and external sources.
11. How does the human element affect decision making?
Humans are the critical element in decision making, deciding what intelligence to
rely upon, what tools to use, and how to interpret the results. Humans are also
subject to cognitive biases that may lead to poor decisions.