DIGITAL FLUENCY

UNIT -1 ARTIFICIAL INTELLIGENCE, MACHINE LEARNING, &

DEEP LEARNING

WHAT IS AI?
ARTIFICIAL INTELLIGENCE is the technique that help machines and computers mimic human behavior.

Or in simple words, AI is the intelligence demonstrated by the machines, as opposed to the natural intelligence
displayed by humans or animals.

The following are the examples of AI-Artificial Intelligence:

1. Google Maps and Ride-Hailing Applications 11. Online Ads-Network

2. Face Detection and recognition 12. Banking and Finance
3. Text Editors and Autocorrect 13. Smart Home devices
4. Chatbots 14. Security and Surveillance
5. E-Payments 15. Smart Keyboard App
6. Search and Recommendation algorithms 16. Smart Speaker
7. Digital Assistant 17. E-Commerce
8. Social media 18. Smart Email Apps
9. Healthcare 19. Music and Media Streaming Service
10. Gaming 20. Space Exploration

Definition of AI
It is the science and engineering of making intelligent machines, especially intelligent computer programs. It is
related to the similar task of using computers to understand human intelligence, but Al does not have to
confine itself to methods that are biologically observable.
- By John McCarthy in 2004
“John McCarthy” is considered as the father of AI.
Algorithms

• An algorithm is a process or set of rules to be followed by a computer when doing calculations or

solving problems.
• It is the set of instructions a computer will follow to complete a task. It can be used to enable a
machine to learn in other words, solve problems, and not just execute instructions.
• So therefore, algorithms are the central to Artificial Intelligence.

Brief history of AI

1943 – “ARTIFICIAL NEURON” by Warren McCulloch & Walter pits.

1949 – “HEBBIAN LEARNING” by Donald Hebb.

1950 – “COMPUTING MACHINERY & INTELLIGENCE” by Alan Turing.
1955 – “LOGIC THEORIST” first artificial intelligence program by Allen Newell & Herbert A. Simon.
1956 – AI coined as an academic field by John McCarthy.
1966 – “ELIZA THE FIRST CHATBOT” by Joseph Weizenbaum.
1972 – “WABOT-1” first intelligent humanoid robot by Japanese.
1974 -1980 – Fall of AI.
1980 – “EXPERT SYSTEM”
1987 – 1993 – second fall of AI.
1997 – “IBM DEEP BLUE”. First computer to beat a world chess champion.
2002 – “ROOMBA” first vacuum cleaner for home.
2006 – Facebook, twitter & Netflix started using AI.
2011 – “IBM’S WATSON” won a quiz show called JEOPARDY.
2012 – “GOOGLE NOW” launched by google to predict info to the users.
2014 – “EUGENE GOOSTMAN” chatbot.
2018 – “PROJECT DEBATER” from IBM which debated on complex topics.

Figure 1 - 1943 artificial neurons by WARREN AND WALTER

Figure 2- 1966-ELIZA THE 1ST CHATBOT

Figure 3-1972-WABOT 1
Figure 4-1997-IBM DEEP BLUE
Figure 6-1949-HEBBIAN LEARNING(DONALD
HEBB)

Figure 5-2011-IBM WATSON

Figure 7-2002- ROOMBA-VACCUM CLEANER

Figure 8-2018-PROJECT DEBATER

Figure 9-2014-EUGENE GOOSTMAN CHATBOT

WHAT ARE THE GOALS OF AI?

1. Replicate human intelligence
2. Solve knowledge
3. Building machines that require intelligence to perform tasks.
4. Create system to exhibit intelligent behavior, explain & advice.
SCOPE OF AI?
1. AI in Data analysis – Used to perceive patterns in data.
2. Ai in cyber security – Help detect frauds and avoiding scams.
3. AI in science & research – Handling large data and process it quickly.
4. AI in home – Smart home assistants. Amazon echo, google home, Siri, Cortana & Alexa.
5. AI in advertising – Improving conversion rates and sales.
6. AI in marketing – Help in managing marketing operations across various channels. Ex- Facebook, Bing.
7. AI in transport – Autopilot in planes, self-driven cars.
8. AI in agriculture – Determine the date to sow crops, allocate resources such as water and fertilizers,
identifying crop diseases for swifter treatment, long term weather forecasting, etc.
9. AI in health care – Help in better diagnosis, prevent cancer from moving to higher stage.
10. AI in CRM’s -Analyze and predict based on companies business process and customer data.

AI USED IN VARIOUS FIELDS

AI IN BUSINESS MANAGEMENT AI IN E-COMMERCE

• SPAM FILTERS • SMART SEARCH
• SMART E-MAIL CATEGORIZATION • PERSONALISATION AS A SERVICE
• VOICE TO TEXT • PRODUCT RECOMMENDATION AND
• SMART PERSONAL ASSISTANTS (SIRI, CORTANA PURCHASE PREDICTIONS
AND GOOGLE NOW). • FRAUD DETECTION
• CUSTOMER SUPPORT • DYNAMIC PRICE OPTIMIZATION
• PROCESS AUTOMATION
• SALES AND BUSINESS FORECASTING
• SECURITY SURVEILLANCE
• SMART DEVICES THAT ADJUST ACCORDING TO
THE BEHAVIOUR
• AUTOMATED INSIGHTS FOR FINANCIAL AI IN MARKETING
SERVICES. • RECOMMENDATIONS & CONTENT
CREATION
• PERSONALISATION OF NEWS FEED
• PATTERNS, LANGUAGE & IMAGE
RECOGNITION
• CUSTOMER SEGMENTATION
• SENTIMENT ANALYSIS
• AUTOMATED WEB DESIGNING
• PREDICTIVE CUSTOMER SERVICE
AI IN BUSINESS

1. IMPROVE CUTOMER SERVICE – Chat-bots, real time interaction with the companies to resolve
problems, placing orders, & conversation with a customer-care rep.
2. BUSINESS INTELLIGENCE – Help in improving the effectiveness of marketing, understand customers, &
develop business strategies.
3. NATURAL LANGUAGE PROCESSING – Generate automated business reports & carry out analysis to
understand people’s perception of their brand from various online comments, tweets, etc. about the
company.
4. PERSONALIZED AND TARGETED MARKETING – Companies can predict and target the customers so
that the right kind of product can be marketed.
5. PRODUCT RECOMMENDATION AND PREDICTIVE ANALYTICS – Netflix, amazon, etc. use AI to
understand the behavior of the customer to predict what can be recommended.
SO HOW IS AI IMAPACTING THE BUSINESS?

• Save time & money

• Increase productivity & operational efficiencies
• Make fast decisions
• Avoid errors
• Predict the customer’s interest
• Mine vast amount of data to generate leads
• Increase in revenue
TYPES OF AI IN BUSINESS
a) Automating business processes –
• Focuses on back-office administration & finance activities.
• Automated report generation and distribution
• Email automation
• Order automation
• Automated claims processes
• Automated file transfers
• Automated customer support response
• Automated employee onboarding processes

b) Cognitive insight –
• It mainly focuses on Machine Learning.
• These machine learning applications process large amounts of data and interpret their
meaning. Cognitive insight will look for patterns in your company’s data to help predict
outcomes in specific situations. For example, this is incredibly invaluable for analyzing
customer data to predict what types of items your customers are likely to buy.

c) Cognitive Engagement-
• Companies employ chatbots that can answer frequently asked questions, and provide accurate
and relevant information back to customers or employees of the company.
• By utilizing the analyzed data, companies can use AI to determine the next best step for the
needs of the customer using a variety of tools such as AI chatbots and intelligent agents.
• Analyzed data allows AI to engage with customers and provide extreme personalization
profiles.

LIMITATIONS OF AI IN BUSINESS
1. AVAILABILITY OF DATA – most of the time the data might be useless, or of poor quality.
2. COST – procuring of AI technologies is higher.
3. SKILL SHORTAGE – Unavailability of technical staffs.
4. IMPLEMENTING TIME – Depending on the data, the time frame to work on it will be higher.
5. LACK OF UNDERSTANDING
6. USABILITY – usability and interoperability with other systems and platforms.
ADVANTAGES OF USING AI FOR BUSINESS SOLUTIONS

• Low cost computing power

• Data
• Deeper understanding of algorithms and ai
• All about automation
• Premise is simple

TYPES OF AI
• TYPE I – BASED ON CAPABILITY
• TYPE II – BASED ON FUNCTIONALITY

TYPE I – BASED ON CAPABILITY

1. WEAK OR NARROW AI
2. GENERAL AI
3. SUPER / STRONG AI
• WEAK OR NARRROW AI

Able to perform a dedicated task with

intelligence. Such as; play chess, purchase
suggestions on e-commerce sites, self driving cars,
speech & image recognitions.
• GENERAL AI
Intelligence which could perform any intellectual
task with efficiency like a human. Still in progress.
• SUPER / STRONG AI
Machine that surpasses human intelligence &
perform better than humans. Think > reason >
solve > make judgements & plan. This may
happen.

TYPE II – BASED ON FUNCTIONALITY

• REACTIVE MACHINE
It’s the basic type of AI.
No memory storage.
Focus on current scenarios & react on it as per possible best actions. Ex- Google’s Alpha Go.

• LIMITED MEMORY
Can store memory for short time.
Ex- Self driven cars which checks for recent speed, distance of other cars & navigation.
• THEORY OF MIND
AI should understand human emotions, people beliefs & interact socially.

• SELF AWARENESS

Future of AI. Super intelligent & conscious has sentiments.

This may happen in the future.
SUBSETS OF AI

• ML- Machine learning from past data, identifies patterns & make decision using algorithms.
• DL- Performs human like tasks without human involvement. (self driving cars, speech / image
recognition.
• NLP –Natural language processing enables a computer to understand human language such as English.
AI cannot work on human instructions, but NLP instructs AI our language.
• EXPERT SYSTEM-it is an APP for AI. These are computer programs that rely on obtaining knowledge of
human experts & programming that knowledge into a system.
• ROBOTICS- designing and manufacturing of robots. Perform a series of action automatically. Ex-
SOPHIA Robot.
• MACHINE VISION –It’s an app which enables a machine to recognize the object.
• SPEECH RECOGNITION- enables to understand spoken language & translate into machine readable
format.

WHAT IS ML?

The use and development of computer systems that are able to learn and adapt without following explicit
instructions, by using algorithms and statistical models to analyses and draw inferences from patterns in
data.
Machine learning is used in internet search engines, email filters to sort out spam, websites to make
personalized recommendations, banking software to detect unusual transactions, and lots of apps on our
phones such as voice recognition.
APPLICATIONS OF ML

1. Image recognition
Most common application in machine learning. Used to identify objects, persons, places, digital
images, etc.
2. Speech recognition
It’s the process of converting voice instructions into text. ML algorithms are widely used by various
applications of speech recognition.
3. Traffic predictions
It predicts the traffic conditions such as weather traffic is cleared, clow-moving, or heavily congested
with the help of; real time location of the vehicle using google maps & average time taken on past
days at the same time.
4. Product recommendations
Used by various e-commerce & entertainment websites such as amazon, Netflix, etc. When we search
for a particular product, the next time it will give suggestions relating to it and also the ads.
5. Self-driving cars
ML plays a major role in self-driven cars. Tesla is the most popular car manufacturing company which
uses this technology.
6. E-mail spam & malware
Important mails will be dropped in the in the inbox & spam e-mails will be sent to spams using spam
filters such as content filter, header filter, general backlists, rules-based filter, permission filters.
7. Virtual personal assistant
Virtual personal assistants such as Google assistant, Alexa, Cortana, Siri help us in finding the
information using our voice instructions.
8. Online fraud detection
Feed Forward Neural network help in detecting if the transaction is genuine transaction or a fraud
transaction.
9. Stock market trading
ML is widely used in this. ML is used to predict the stock market trends.
10. Medical diagnosis
It is used for diagnosing the diseases. It is also used for detecting the brain tumors and other brain
related diseases easily.
11. Automatic language translate
GNMT (Google Neural Machine Translate) provides this feature.
MACHINE LEARNING LIFE CYCLE
1. Gathering Data- Data Gathering is the first step of the
machine learning life cycle. The goal of this step is to
identify and obtain all data-related problems. In this
step, it needs to identify the different data Sources, as
data can be collected from various sources such as files,
database, internet, or mobile devices.
The more will be the data, the more accurate will be the
prediction.
2. Data preparation- Data preparation is a step where data
put into a suitable place and prepare it to use in machine
learning training.
This step can be further divided into two processes:
a) Data exploration
It is used to understand the nature of data that must work with. It needs to understand the
characteristics, format, and quality of data. A better understanding of data leads to an effective
Outcome.
b) Data pre-processing
Pre-processing of data for its analysis.
3. Data Wrangling- Data wrangling is the process of cleaning and converting raw data into a useable
format. It is the process of cleaning the data, selecting the variable to use, and transforming the data
in a Proper format to make it more suitable for analysis in the next step
4. Data Analysis- Now the cleaned and prepared data is passed on to the analysis step. The aim of this
step is to build a machine learning model to analyze the data using various analytical techniques and
review the outcome.
This step involves: a. Selection of analytical techniques
b. Building models
c. Review the result
5. Train Model- In this step the model improves its performance for better outcome of the problem.
Training a model is required so that it can understand the various patterns, rules, and, features.
6. Test Model- Testing the model determines the percentage accuracy of the model as per the
requirement of project or problem.
7. Deployment- The last step of machine learning life cycle is deployment, where deploy the model in
the real-world system.
MACHINE LEARNING LIFE CYCLE

In supervised learning, the Here, the machine learning Reinforcement learning

machine is taught by example.
algorithm studies data focuses on regimented
The operator provides the
machine learning algorithm with to identify patterns. There is learning processes, where a
a known dataset that includes no answer key or human machine learning algorithm is
desired inputs and outputs, and operator to provide instruction. provided with a set of
the algorithm must find a method Instead, the machine actions, parameters, and end
to determine how to arrive at
determines the correlations values. By defining the rules,
those inputs and outputs. The
algorithm identifies patterns in and relationships by analyzing the machine learning
data, learns from observations available data. algorithm then tries to explore
and makes predictions. different options and
Clustering: Clustering possibilities, monitoring and
Classification: In classification involves grouping sets evaluating each result to
tasks, the machine learning of similar data (based on
program must draw a conclusion determine which one is
from observed values and
defined criteria). Text mining, optimal.
determine to what category new face recognition. Big data
observations belong. Fraud visualization, image It learns from past
detection, e-mail spam, image recognition. experiences and begins to
classification.
adapt its approach in
Dimension reduction: response to the situation to
Regression: In regression tasks,
the machine learning program
Dimension reduction reduces achieve the best possible
must estimate – and understand the number of variables being result.
– the relationships considered to find the exact
among variables. Regression information required. Target Gaming, finance sector,
analysis focuses on one marketing, city planning, manufacturing, inventory
dependent variable and a
series of other changing biology. management, robot
variables – making it particularly navigation.
useful for prediction
and forecasting. Risk
assessment, score prediction.
How does supervised learning work?

Models are trained using labelled dataset, where these models learn about each type of data. Once the
training process is complete, the model is tested based on test data and then predicts the output.
Step 1 – Determine the type of training dataset.
Step 2 – Collect the labelled training data.
Step 3 – Split them into training dataset, test dataset & validation dataset.
Step 4 – Predict the output.
Step 5 – Finding the algorithm for the model.
Step 6 – Execute the algorithm on the training data set.
Step 7 – Evaluate the accuracy of the model.
How does Unsupervised learning work?
Here, we have taken an unlabeled input data,
which means it is not categorized and
corresponding outputs are also not given. Now,
this unlabeled input data is fed to the machine
learning model to train it.
Firstly, it will interpret the raw data to find the
hidden patterns from the data and then will
apply suitable algorithms such as k-means
clustering, Decision tree, etc. Once it applies
the suitable algorithm, the algorithm divides
the data objects into groups according to the
similarities and difference between the objects.
DIFFERENCE BETWEEN SUPERVISED & UNSUPERVISED

SUPERVISED UNSUPERVISED
Are trained using labeled data. Are trained using unlabeled data.
Predicts the output. Finds the hidden patterns in data.
Input data is provided to the model along with the Only input data is provided to the model.
output.
Needs supervision to train the model. Does not need any supervision to train the model.
Can be categorized in Classification and Regression Can be classified in Clustering and Associations
problems. problems.
Produces an accurate result. May give less accurate result as compared to
supervised learning.
Is not close to true Artificial intelligence as in this, Is more close to the true Artificial Intelligence as it
we first train the model for each data, and then learns similarly as a child learns daily routine things
only it can predict the correct output. by his experiences.
It includes various algorithms such as Linear It includes various algorithms such
Regression, Logistic Regression, Support Vector Clustering, KNN and Apriori algorithm.
Machine, Multi-class Classification, Decision tree,
Bayesian Logic, etc.

ADVANTAGES AND DISADVANTAGES OF ML

ADVANTAGES OF ML

1. Easily identifies trends and patterns

Machine Learning can review large volumes of data and discover specific trends and patterns that would not be
apparent to humans. For instance, for an e-commerce website like Amazon, it serves to understand the browsing
behaviors and purchase histories of its users to help cater to the right products, deals, and reminders relevant to them.

2. No human intervention needed (automation)

With ML, you don’t need to babysit your project every step of the way. Since it means giving machines the ability to
learn, it lets them make predictions and improve the algorithms on their own. A common example of this is anti-virus
software’s; they learn to filter new threats as they are recognized. ML is also good at recognizing spam.

3. Continuous Improvement

As ML algorithms gain experience, they keep improving in accuracy and efficiency. This lets them make better
decisions. Say you need to make a weather forecast model. As the amount of data you have, keeps growing. Your
algorithms learn to make more accurate predictions faster.

4. Handling multi-dimensional and multi-variety data

Machine Learning algorithms are good at handling data that are multi-dimensional and multi-variety, and they can do
this in dynamic or uncertain environments.
5. Wide Applications

You could be an e-tailer or a healthcare provider and make ML work for you. Where it does apply, it holds the capability
to help deliver a much more personal experience to customers while also targeting the right customers.

DISADVANTAGES OF ML

1. Data Acquisition

Machine Learning requires massive data sets to train on, and these should be inclusive/unbiased, and of good quality.
There can also be times where they must wait for new data to be generated.

2. Time and Resources

ML needs enough time to let the algorithms learn and develop enough to fulfill their purpose with a considerable
amount of accuracy and relevancy. It also needs massive resources to function. This can mean additional requirements
of computer power for you.

3. Interpretation of Results

Another major challenge is the ability to accurately interpret results generated by the algorithms. You must also
carefully choose the algorithms for your purpose.

4. High error-susceptibility

Machine Learning is autonomous but highly susceptible to errors. Suppose you train an algorithm with data sets small
enough to not be inclusive. You end up with biased predictions coming from a biased training set. This leads to
irrelevant advertisements being displayed to customers.

WHAT IS DL?
Deep learning is a machine learning technique that teaches computers to do what comes naturally to
humans: learn by example. Deep learning is a key technology behind driverless cars, enabling them
to recognize a stop sign, or to distinguish a pedestrian from a lamppost.
The term deep learning refers to the neural networks having many layers that enable learning.
Deep learning can solve just about any problem that requires thought to figure out.
Deep learning is a collection of statistical techniques of machine learning for learning feature
hierarchies that are actually based on artificial neural networks.
What is a Neural network?
A Neural network is a web of artificial neurons known as nodes, which is structured like a human
brain. These nodes are stacked next to each other in three layers:

• The input layer

• The hidden layer(s)

• The output layer

WHERE IS DL USED?
1. Customer experience(CX): Deep learning models are already being used for chatbots. And,
as it continues to mature, deep learning is expected to be implemented in various businesses
to improve CX and increase customer satisfaction.
2. Text generation: Machines are being taught the grammar and style of a piece of text and are
then using this model to automatically create a completely new text matching the proper
spelling, grammar, and style of the original text.
3. Aerospace and military: Deep learning is being used to detect objects from satellites that
identify areas of interest, as well as safe or unsafe zones for troops.
4. Industrial automation: Deep learning is improving worker safety in environments like
factories and warehouses by providing services that automatically detect when a worker or
object is getting too close to a machine.
5. Adding color: Color can be added to black-and-white photos and videos using deep learning
models.
6. Medical research: Cancer researchers have started implementing deep learning into them
practice as a way to automatically detect cancer cells.
7. Computer vision: Deep learning has greatly enhanced computer vision, providing computers
with extreme accuracy for object detection and image classification, restoration and
segmentation.

FEATURES OF DL
1. UNIVERSAL LEARNING APPROACH – Ability to perform in all application domains.
2. ROBUSTNESS – It accepts all kinds of data.
3. GENERALIZATION – Using the approach of TL(transfer learning), it can use different data type &
applications using the same DL.
4. SCALABILITY – Able to change in size and scale.
DEEP LEARNING CLASSIFICATIONS
1. DEEP SUPERVISED LEARNING - Deep learning uses supervised learning in situations such as image
classification or object detection, as the network is used to predict a label or a number (the input and
the output are both known). As the labels of the images are known, the network is used to reduce the
error rate, so it is “supervised”.
2. DEEP SEMI SUPERVISED LEARNING - One of the simplest examples of semi-supervised learning, in
general, is self-training. Self-training is the procedure in which you can take any supervised method
for classification or regression and modify it to work in a semi-supervised manner, taking advantage of
labeled and unlabeled data.
3. DEEP UNSUPERVISED LEARNING – This technique makes it possible to implement the learning
process in the abseb=nce of available labelled data.
4. DEEP REINFORCEMENT LEARNING – It is a category of machine learning and artificial intelligence
where intelligent machines can learn from their actions like the way humans learn from experience.

TYPES OF DEEP LEARNING ALGORITHMS

1. Convolutional Neural Network (CNN)
2. Long short-term memory networks
3. Recurrent Neural Network (RNN)
4. Generative Adversarial Network (GAN)
5. Radial Basis Function Network (RBF)
6. Multilayer Perceptrons (MLP)
7. Self-Organized Maps (SOM)
8. Deep beliefs Networks
9. Restricted Boltzmann Machines (RBM)
10. Autoencoders
APPLICATIONS OF DL
1. HEALTHCARE
2. STOCK ANALYSIS
3. FRAUD DETECTION
4. IMAGE RECOGNITION
5. NEWS ANALYSIS
6. SELF-DRIVING CARS
ADVANTAGES AND DISADVANTAGES OF DEEP LEARNING
Advantages of Deep Learning
➨Features are automatically deduced and optimally tuned for desired outcome. Features are not required to
be extracted ahead of time. This avoids time consuming machine learning techniques.
➨Robustness to natural variations in the data is automatically learned.
➨The same neural network-based approach can be applied to many different applications and data types.
➨Massive parallel computations can be performed using GPUs and are scalable for large volumes of data.
Moreover, it delivers better performance results when amount of data are huge.
➨The deep learning architecture is flexible to be adapted to new problems in the future.
Disadvantages of Deep Learning
➨It requires very large amount of data to perform better than other techniques.
➨It is extremely expensive to train due to complex data models. Moreover, deep learning requires expensive
GPUs and hundreds of machines. This increases cost to the users.
➨There is no standard theory to guide you in selecting right deep learning tools as it requires knowledge of
topology, training method and other parameters. As a result, it is difficult to be adopted by less skilled
people.
➨It is not easy to comprehend output based on mere learning and requires classifiers to do so. Convolutional
neural network-based algorithms perform such tasks.
DIFFERENCE BETWEEN AI, ML & DL

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DIGITAL FLUENCY
UNIT -2

DATABASE MANAGEMENT FOR DATA SCIENCE

BIG DATA

WHAT IS INFORMATION?
• IT IS THE ACT OF INFORMING.
• It is a group of data which carries news and meaning.
WHAT IS DATA?
• It is derived from the Latin word “DATUM” which means, “To give something”.
• DATA is referred as “records & observations which are stored in a computer or remembered by a
person”.
• DATA can be defined as; REPRESENTATION OF FACTS, CONCEPTS, OR INSTRUCTIONS IN A
FORMALIZED MANNER, WHICH SHOULD BE SUITABLE FOR COMMUNICATION, INTEPRETATION OR
PROCESSING BY HUMAN OR AN ELECTRONIC MACHINE.
• In short, data is the collection of facts or raw material of information.
Characteristics of a DATA
• Should be precise.
• Save time of the user.
• Should be relevant and according to the requirement of the users.
• False data is worse than an incomplete data or no data at all.
• It must be comprehensive & complete in its current form.
• Easily accessible & could be processed further with ease.
WHAT IS DATABASE?
A database is defined as a structured set of data held in a computer’s memory or on the cloud that is
accessible in various ways. Database Management Systems (DBMS) refer to the technology solution used to
optimize and manage the storage and retrieval of data from databases.

INFORMATION DATA DATABASE

Information is simply a more Information collected in the Databases specifically are

generalized term for any sort process of carrying out a tools which are used to store,
of signal with some sort of scientific experiment or retrieve, and manipulate data.
structure to it, and more observation.
generally to unstructured or
semi-structured knowledge or
records, often collected after
the fact and usually not
specifically designed for a
purpose.

WHY DO WE USE DATABASE?

TYPES OF DATABASE
• CENTRALIZED DATABASE • DISTRIBUTED DATABASE
These work on client server basis. These databases are dispersed across many
geographical locations.
It is suitable for small-scale operations.
They communicate through different systems to
different platforms.

TYPES OF DATABASE MODELS

Data model gives an idea that how the final system will look like after its complete implementation. They are
used to show how data is stored, connected, accessed and updated in the database management system.
1. HIERARCHICAL MODEL
2. NETWORK MODEL
3. ENTITY-RELATIONSHIP MODEL
4. RELATIONAL MODEL
5. OBJECT-ORIENTED DATA MODEL
HIRERARCHICAL MODEL

• Organize the data in tree like structure, with a single root to which all the other data is linked.
• Starts from the root data and goes on adding child nodes to parent nodes.
ADVANTAGES OF HIRERARCHICAL MODEL DISADVANTAGES OF HIRERARCHICAL MODEL

1. Easy addition and deletion of new 1. Repetitive storage of data at different

information. entities.
2. Data at the top is fast to access. 2. At present, there is no linear data storage.
3. It works well with linear data storage medium 3. Process is slow as it needs to search the
like tapes. required information from the top.
4. It relates well to anything. 4. It supports one to many relationships and
not many to many relations.

NETWORK MODEL

• Its an extension of hierarchical model.

• Almost the same as the hierarchical model, but the records can have more than one parent.
• It replaces the tree with graph.

AVANTAGES OF NETWORK MODEL DISADVANTAGES OF NETWORK MODEL

1. Simple and easy to design. 1. Database is complex when using pointers.

2. Can handle one to many and many to many 2. When insertion, deletion and updating
models. operations of any record requires large
3. Accessing of the data is easier and flexible. number of pointer adjustments.
4. Its better when isolating the programs from 3. The structural change to the database is very
the complex physical storage details. difficult.
ENTITY-RELATIONSHIP MODEL

• In other words, called as ER model.

• It represents the real-world problem in the pictorial form to make it easy for the stakeholders to
understand.
• It has 3 components.
a. Entities – it can be a person place or a concept.
b. Attributes – entity contains the real-world property called attribute.
c. Relationship – it tells how attributes are related.

AVANTAGES OF ER MODEL DISADVANTAGES OF ER MODEL

1. It’s simple. 1. No industry standard for developing an Er
2. It’s an effective communication tool. model.
3. This model can be converted into any type of a 2. Information’s might be lost or hidden in this
model. model.

RELATIONAL MODEL

• It’s the most widely used model.

• Data maintained in the form of two-dimensional table. So, tables are called as “RELATIONS”.
• Information stored in the form of rows & columns.
AVANTAGES OF RELATIONAL MODEL DISADVANTAGES OF RELATION MODEL
1. Changes in the data structure, do not affect 1. Mapping of objects is difficult.
the data access. 2. Data integrity is difficult to ensure with this
2. Its easier to understand. database.
3. It makes the database design, maintenance, 3. Suitable for only small database and not
administration, and usage easier than the large data
other models. 4. Easy of design can lead to bad design.
4. Its easy to write complex query to access or 5. Hides the complexities & physical data
modify the data. storage details from the users.
5. Easy to maintain the security.
OBJECT ORIENTED DATA MODEL

• Real-world problems are more closely

represented through this model.
• Both the data and the relationship are present
in a single structure known as an object.
• Can store audio, video, images, etc.
• Uses links to relate one object to the other.

AVANTAGES OF OBJECT-ORIENTED DATA DISADVANTAGES OF OBJECT-ORIENTED DATA

MODEL MODEL
1. Can handle different kinds of data. 1. Use of this data is limited.
2. It provides us code reusability, real world 2. Lack of adequate security mechanism.
modelling, and improved reliability and 3. Its more complex than the others.
flexibility.
3. Low maintenance cost.
DATA MANAGEMENT
• It is the practice of collecting, keeping and using data securely, efficiently & cost-effectively.
• The main aim of it is to help optimize the use of data within the bounds of policy and regulation so
that they can make decisions and take actions that maximize the benefit to the organization.
What is the main objective of data management?
• Create, access & update data.
• Store data (cloud or any premises).
• Provide high availability & disaster recovery.
• Use data in apps, analytics & algorithms.
• Ensure privacy & security.
DATA SCIENCE
• It is an interdisciplinary field that allows you to extract knowledge from structured or unstructured
data.
• TRANSLATE > RESEARCH > PRACTICAL SOLUTION
• In short, it is used to focus on the data so that it can derive insights.
Why do we need data science?
• Converting the massive raw & unstructured data into meaningful insights.
• Companies use data science for better customer experience.
• Data science is the backbone of automating transportation.
• Used for prediction of surveys, elections, flights, ticket confirmations, etc.
Components of data science?
1. Statistics: Statistics is one of the most important components of data science. Statistics is a way to collect
and analyze the numerical data in a large amount and finding meaningful insights from it.

2. Domain Expertise: In data science, domain expertise binds data science together. Domain expertise means
specialized knowledge or skills of a particular area.

3. Data engineering: Data engineering is a part of data science, which involves acquiring, storing, retrieving,
and transforming the data.

4. Visualization: Data visualization is meant by representing data in a visual context so that people can easily
understand the significance of data.

5. Advanced computing: Advanced computing involves designing, writing, debugging, and maintaining the
source code of computer programs.

6. Mathematics: Mathematics is the critical part of data science. Mathematics involves the study of quantity,
structure, space, and changes.

7. Machine learning: Machine learning is backbone of data science. Machine learning is all about to provide
training to a machine so that it can act as a human brain.

DATA SCIENCE PROCESS

• Discovery
To begin with, it is exceptionally imperative to get the different determinations, prerequisites,
needs and required budget-related with the venture. You must have the capacity to inquire the
correct questions like do you have got the desired assets. These assets can be in terms of
individuals, innovation, time and information. In this stage, you too got to outline the trade issue
and define starting hypotheses (IH) to test.
• Information Preparation
In this stage, you would like to investigate, preprocess and condition data for modeling. You’ll be
able to perform information cleaning, changing, and visualization. This will assist you to spot the
exceptions and build up a relationship between the factors. Once you have got cleaned and
arranged the information, it’s time to do exploratory analytics on it.
• Model Planning
Here, you may decide the strategies and methods to draw the connections between factors.
These connections will set the base for the calculations which you may execute within the
following stage. You may apply Exploratory Data Analytics (EDA) utilizing different factual
equations and visualization apparatuses.
• Model Building
In this stage, you’ll create datasets for training and testing purposes. You may analyze different
learning procedures like classification, association, and clustering and at last, actualize the most
excellent fit technique to construct the show.
• Operationalize
In this stage, you convey the last briefings, code, and specialized reports. In expansion, now a
pilot venture is additionally actualized in a real-time generation environment. This will give you a
clear picture of the execution and other related limitations.
• Communicate Results
Presently, it is critical to assess the outcome of the objective. So, within the final stage, you
recognize all the key discoveries, communicate to the partners and decide in the event that the
outcomes about the venture are a victory or a disappointment based on the criteria created in
Stage 1.
AVANTAGES OF DATA SCIENCE DISADVANTAGES OF DATA SCIENCE
1. Multiple job options. 1. Low data privacy.
2. Faster and better decisions. 2. Cost of tools costly.
3. Highly paid jobs & career opportunity.
4. Made hiring easier.
DATA SCIENCE TOOLS
Data analysis tools – R, Python, Statistics, SAS, Jupyter, R Studio, MATLAB, Excel, RapidMiner.
Data warehousing – ETL, SQL, Hadoop, Informatica/Talend, AWS Redshift
Data visualization tools – R, Jupyter, Tableau, Cognos.
Machine Learning tools – Spark, Mahout, Azure ML studio.
BIG DATA
Big data refers to the data sets with size beyond the ability of commonly used software tools to capture,
manage & process data within a tolerable elapsed time.
- John Mashey
Big data is high volume, high velocity and high variety information assets that demand cost-effective,
innovative forms of information processing that enables enhanced insights, decision making & process
automation.
-Gartner
In simple, big data refers to data sets that are too large or complex to be dealt with by traditional data-
processing application software.
EXAMPLES - Transaction processing systems, customer databases, documents, emails, medical records,
internet clickstream logs, mobile apps and social networks.

FIVE V’s OF BIG DATA

• Volume: Big Data is a vast ‘volume’ of data generated from many sources daily, such as business
processes, machines, social media platforms, networks, human interactions, and many more.
Facebook can generate approximately a billion messages, 4.5 billion times that the "Like" button is
recorded, and more than 350 million new posts are uploaded each day. Big data technologies can
handle large amounts of data.
• Veracity: Veracity means how much the data is reliable. It has many ways to filter or translate the
data. Veracity is the process of being able to handle and manage data efficiently. For
example, Facebook posts with hashtags.
• Variety: Big Data can be structured, unstructured, and semi-structured that are being collected from
different sources. Data will only be collected from databases and sheets in the past, But these days
the data will comes in array forms, that are PDFs, Emails, audios, SM posts, photos, videos, etc.
• Value: Value is an essential characteristic of big data. It is not the data that we process or store. It
is valuable and reliable data that we store, process, and also analyze.
• Velocity: Velocity plays an important role compared to others. Velocity creates the speed by which
the data is created in real-time. It contains the linking of incoming data sets speeds, rate of change,
and activity bursts. The primary aspect of Big Data is to provide demanding data rapidly.
TYPES OF BIG DATA
1. STRUCTURED BIG DATA: Structured data is highly specific and is stored in a predefined format.
Structured data is data that adheres to a pre-defined data model and is therefore straight forward to
analyze. Structured data conforms to a tabular format with relationship between the different rows
and columns.
Common examples of structured data are Excel files.
2. UNSTRUCTURED BIG DATA: Unstructured data is information that is not arranged according to a
preset data model or schema, and therefore cannot be stored in a traditional relational database or
RDBMS. Text and multimedia are two common types of unstructured content. Unstructured data has
many faces like text files, PDF documents, social media posts, comments, images, audio/video files,
and emails.

3. GEOGRAPHIC BIG DATA: Data related to roads, buildings, lakes, addresses, people, workplaces, and
transportation routes that are generated from geographic information systems. These data link
between place, time, and attributes (i.e. descriptive information).
More importantly, they are easy to transform, process, and analyze. Such data is useful in urban
planning and for monitoring environmental effects.
A branch of statistics that is involved in spatial or spatiotemporal data is called Geostatistics

4. REAL-TIME MEDIA: Real-time streaming of live or stored media data. A special characteristic of real-
time media is the amount of data being produced which will be more confusing in the future in terms
of storage and processing.
One of the main sources of media data is services like e.g. YouTube, Flicker, and Vimeo that produce a
huge amount of video, pictures, and audio.

5. NATURAL LANGUAGE DATA: Human-generated data, particularly in the verbal form. Such data differ
in terms of the level of abstraction and level of editorial quality.
The sources of natural language data include speech capture devices, land phones, mobile phones,
and Internet of Things that generate large sizes of text-like communication between devices.

6. TIME SERIES: A sequence of data points (or observations), typically consisting of successive
measurements made over a time interval.
The goal is to detect trends and anomalies, identify context and external influences, and compare
individual against the group or compare individual at different times.

7. EVENT DATA: Data generated from the matching between external events with time series. This
requires the identification of important events from the unimportant.
For example, information related to vehicle crashes or accidents can be collected and analyzed to help
understand what the vehicles were doing before, during and after the event. The data in this example
is generated by sensors fixed in different places of the vehicle body.

8. NETWORK DATA: Data concerns very large networks, such as social networks (e.g. Facebook and
Twitter), information networks (e.g. the World Wide Web), biological networks (e.g. biochemical,
ecological and neural networks), and technological networks (e.g. the Internet, telephone and
transportation networks). Network data is represented as nodes connected via one or more types of
relationship.

9. LINKED DATA: Data that is built upon standard Web technologies such as HTTP, RDF, SPARQL, and
URls to share information that can be semantically queried by computers (rather than serving human
needs). This allows data from different sources to be connected and read.
WHY IS BIG DATA IMPORTANT?

• Big data analytics deals with data primarily and the predictions or forecasts from analyzing databases
that help with informed decision making in all processes related to business.
• Keeping pace with the generation of data has been the need for cutting edge tools to clean, format,
group, store and draw inferences from databases not only our own but across verticals and fields.
• Big Data, its forecasts and insights are invaluable to companies. However, it is not easy to clean the
data, match and format the various types of data, prepare the data to be available in an easily
understandable form and then use the data for analytics.
• Big data ensures the discipline, patience, lots of practice and asking the right question to the right
database to be able to produce those predictive insights.
• The more the data, the better the evolving technologies get and so also follows the demand for
personnel who can understand and handle it.
• Big-Data has immense applications across all industrial verticals, in personal and industrial scenarios
and has successfully advanced not just organizational productivity but the economy as a whole.
• Big data enabled predictive analytics to make use of forecasts and gainful insights to improve the
various processes and applications.

NEED FOR BIG DATA

1. DATA ACQUISITION-
The system keeps on collecting different kinds of information from the users.
Born Digital Data: It is the information which has been captured through a digital medium, e.g. a
computer or smartphone app, etc. This type of data has an ever-expanding range since systems keep
on collecting different kinds of information from users. Born digital data is traceable and can provide
both personal and demographic business insights. Examples include Cookies, Web Analytics and GPS
tracking.
Born Analogue Data: When information is in the form of pictures, videos and other such formats
which relate to physical elements of our world, it is termed as analogue data.

2. BIG DATA ANALYTICS-

Process of examining large sets of data through varied tools and processes in order to discover
unknown patterns, hidden correlations, & trends to get better results.

3. NON-RELATIONAL DATABASES-
The databases that store these massive data sets have also evolved in how and where the data is
stored. JavaScript Object Notation or JSON is the preferred protocol for saving big data nowadays.

4. IN-MEMORY DATABASE SYSTEMS (IMDB)-

IMDB systems store the data in the RAM of big data servers, therefore, drastically reducing the
storage I/O gap. Apache Spark is an example of IMDB systems. VoltDB, NuoDB and IBM solidDB are
some more examples of the same.

5. HYBRID DATA STORAGE AND PROCESSING SYSTEMS-

Apache Hadoop is a hybrid data storage and processing system which provides scalability and speed
at reasonable costs for mid and small-scale businesses.

6. DATA MINING-
The objective is to use a single data set for different purposes by different users. Data mining can be
used for reducing costs and increasing revenues.
BENEFITS OF USING BIG DATA ANALYTICS
BIG DATA ANALYTICS IS THE USE OF ADVANCED ANALYTIC TECHNIQUES AGAINST VERY LARGE, DIVERSE BIG
DATA SETS THAT INCLUDE STRUCTURED, SEMI-STRUCTURED AND UNSTRUCTURED DATA, FROM DIFFERENT
SOURCES, AND IN DIFFERENT SIZES FROM TERABYTES TO ZETTABYTES.
BENEFITS OF USING BIG DATA ANALYTICS
1. CUTS YOUR COSTS
2. INCREASES EFFICIENCY
3. IMPROVES PRICING
4. COMPET WITH BIG BUSINESS
5. FOCUS ON LOCAL PREFERENCES
6. INCREASE IN SALES AND LOYALITY
7. HIRING OF THE RIGHT KIND OF EMPLOYEES
BARRIERS OF USING BIG DATA ANALYTICS
1. INFRASTRUCTURE: it needs a lot of technical infrastructure, storage, bandwidth, CPU, etc. All these
generate a high workload.
2. APPLICATIONS: uses a lot of complex applications to do the backend tasks.
3. SKILLS: there are a very few people with the knowledge of DATA SCIENCE. Its hard to find these kinds
of people with skills.
4. ATTITUDE: First thing is to always experiment, learn & evolve rather than plan ten do.
5. FRAGMENTATION: no one knows whether the data is right or wrong. Each companies have a different
set of data and maintain it in different ways. So, no one can be sure of whether the data is correct,
consistent and up to date.
APPLICATIONS OF BIG DATA ANALYTICS
1. GOVERNMENT: it has helped the government during the elections.
2. SOCIAL MEDIA ANALYTICS: it can provide valuable insights into how the market is responding to
products and campaigns. With the help of these insights, companies can adjust their pricing,
promotion, and campaign placements accordingly.
3. TECHNOLOGY: many companies use various types of technology to store data of the customers.
Example: Amazon, e-bay etc.
4. FRAUD DETECTION: its main aim is to reduce the harm & adjust the policies to prevent fraud from
happening.
5. CALL CENTER ANALYTICS: it can help identify recurring problems or customer and staff behavior
patterns not only by making sense of time and quality resolution metric but also by capturing and
processing call contents.
6. BANKING: big data is used by the banking industry to get to know their customers. As a result, they
create products, services, and other offerings based on existing customer profiles that are tailored to
their specific needs.
7. AGRICULTURE: big data provides farmers granular data on rainfall patterns, water cycles, fertilizer
requirements, and more. This enables them to make smart decisions, such as what crops to plant for
better profitability and when to harvest. The right decisions ultimately improve farm yields.
8. MARKETING: big data comprises gathering, analyzing, and using massive amounts of digital
information to improve business operations, such as: Getting a 360-degree view of their audiences.
The concept of “know your customer” (KYC) was initially conceived many years ago to prevent bank
fraud.
9. SMART PHONES: big data is larger, more complex data sets, especially from new data sources. These
data sets are so voluminous that traditional data processing software just can't manage them. But
these massive volumes of data can be used to address business problems you wouldn't have been
able to tackle before.
10. TELECOME: Telecom companies have huge data available at their disposal already which is
exponentially rising every day, the rise in the number of smartphone users, service providers can
monitor regular customer profiles, device data, network data, customer usage patterns, location data,
apps downloaded, call durations, etc.
11. HEALTHCARE: In health care, big data sources include patient medical records, hospital records,
medical exam results, and information collected by healthcare testing machines.
TYPES OF BIG DATA ANALYTICS
1. DESCRIPTIVE ANALYTICS - Descriptive analytics is the process of using current and historical data to
identify trends and relationships. It's sometimes called the simplest form of data analysis because it
describes trends and relationships but doesn't dig deeper.
2. PRESCRIPTIVE ANALYTICS - It is a form of advanced analytics which examines data or content to
answer the question “What should be done?” or “What can we do to make _______ happen?”, and is
characterized by techniques such as graph analysis, simulation, complex event processing, neural
networks, recommendation engines, heuristics, and machine learning.
3. DIAGNOSTIC ANALYTICS - Diagnostic analytics is a form of advanced analytics that examines data or
content to answer the question, “Why did it happen?” It is characterized by techniques such as drill-
down, data discovery, data mining and correlations.
4. PREDICTIVE ANALYTICS - Predictive analytics is the use of data to predict future trends and events. It
uses historical data to forecast potential scenarios that can help drive strategic decisions.
5. OUTCOME ANALYTICS – It is also referred as consumption analytics. This technique provides insights
into customer behavior that derives specific outcomes. It is meant to help you know your customers
better and learn how they are interacting with your products and services.

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DIGITAL FLUENCY
UNIT -3

IOT & IIOT

What is INTERNET?
• The Internet is a vast network that connects computers all over the world. Through the Internet, people can
share information and communicate from anywhere with an Internet connection.

What is IOT?
• The Internet of Things (IoT) describes the network of physical objects—“things”—that are embedded with
sensors, software, and other technologies for the purpose of connecting and exchanging data with other
devices and systems over the internet.

• In short, the Internet of Things refers to the rapidly growing network of connected objects that are able to
collect and exchange data in real time using embedded sensors. Thermostats, cars, lights, refrigerators, and
more appliances can all be connected to the IoT.

What are SENSORS?

• A sensor is a device that detects and responds to some type of input from the physical environment. The
input can be light, heat, motion, moisture, pressure or any number of other environmental phenomena.

Differences between IOT & INTERNET

EXAMPLES FOR IOT

Google home voice controller

The devices enable users to speak voice commands to interact with services through
Google Assistant, the company's virtual assistant.

Amazon echo plus voice controller

It is capable of voice interaction with smart speakers, but it is also used to control smart
devices in home automation systems.

August door bell cam

The Doorbell Cam allows you to see and speak with visitors at the door from wherever you
are located. It is equipped with a one-way HD camera, low light vision, two-way audio and
intelligent motion detection for enhanced peace of mind.

August smart lock

Within 20-30 feet of your door, the August app will find your August Smart Lock, to
automatically unlock the door, and return to Home Mode. No more fumbling for keys or
your phone with full hands to open locks, everything happens automatically based on your
proximity to the lock.

Kuri mobile robot

Kuri is a home robot designed to interact with you and your family
and capture clips of your day. It has an expressive personality and its
own unique robot language.

Philips Hue Bulbs and Lighting System

Philips Hue is a line of color-changing LED lamps and white bulbs

which can be controlled wirelessly.
CHARACTERISTICS OF IOT
• DYNAMIC AND SELF ADAPTING

• SELF-CONFIGURING

• INTER OPERABLE COMMUNICATION PROTOCOLS

• UNIQUE IDENTITY

• INTEGRATED INTO INFORMATION NETWORK

ADVANTAGES OF IOT
• MONITORING THE OVERALL BUSINESS

• HELP IMPROVE THE EXPERIENCE OF THE CUSTOMER

• SAVE TIME AND MONEY

• PRODUCTIVITY INCREASES

• BUSINESS DECISIONS MADE BETTER

• REVENUE GENERATION CAN BE INCREASED

DISADVANTAGES OF IOT
• INCREASE OF HACKING

• COLLECTING AND MANAGING DATA IS DIFFICULT TASK

• VIRUS (ALL CONNECTED DEVICES WILL BE INFECTED)

• DIFFERENT BRANDS OF DEVICES MAY NOT GET CONNECTED WITH EACH OTHER

WHAT MAKES IOT A USEFUL SYSTEM?

1. SENSORS - convert a non-electrical input to an electrical signal. Sensors are classified into two types: active and
passive sensors. Whereas active sensors use and emit their own energy to collect real-time data (ex.: GPS, X-
ray, radars), passive sensors use energy from external sources (ex: cameras). Additionally, sensors differentiate
themselves by position, occupancy, and motion, velocity and acceleration, force, pressure, flow, humidity, light,
radiation, temperature, etc.
2. PROCESSORS - are the brain, the main part of the IoT system. They process the
raw data captured by the sensors and extract valuable information. Examples
of processors are microcontrollers and microcomputers.

3. GATEWAYS - are the combination of hardware and software used to connect one network to another.
Gateways are responsible for bridging sensor nodes with the external Internet or World Wide Web.

4. APPLICATIONS - provide a user interface and effective utilization of the data collected.
COMPONENTS OF IOT

1. Things or Device
These are fitted with sensors and actuators. Sensors collect data from the environment and give to gateway
where as actuators performs the action (as directed after processing of data).

2. Gateway
The sensors give data to Gateway and here some kind of pre-processing of data is even done. It also acts as a
level of security for the network and for the transmitted data.

3. Cloud
The data after being collected is uploaded to cloud. Cloud in simple terms is basically a set of servers connected
to internet 24*7.

4. Analytics
The data after being received in the cloud processing is done . Various algorithms are applied here for proper
analysis of data (techniques like Machine Learning etc are even applied).

5. User Interface
User end application where user can monitor or control the data.

FEATURES OF IOT
1. AI – IOT enhances every aspect of life with the power of data collection, AI algorithms & networks.
2. CONNECTIVITY – networks are created between its system devices.
3. SENSORS – There is no IOT without sensors. Converts IOT from a standard passive network of device into an active
system capable of real-world integration.
4. ACTIVE ENGAGEMENT
5. SMALL DEVICES

ARCHITECTURE OF IOT

IOT integrates all products around the world from the sensors to the digital cloud. It links computers, networks, &
individuals across the city and form a dynamic distribution system.
1. 3-layer IOT architecture

Perception Layer: This perception layer is the IoT architecture’s physical layer. In these sensors and embedded systems
are used mainly. These collect large amounts of data based on the requirements. This also includes edge devices,
sensors, and actuators that communicate with the surroundings.
Network Layer:
The data obtained by these devices must be distributed and stored. This is the responsibility of the network layer. It
binds these intelligent objects to other intelligent/ smart objects. It is also in charge of data transfer. The network layer
is in-charge of linking smart objects, network devices, and servers.
Application Layer:
The user communicates with this application layer. It is in-charge of providing the customer with software resources.
Example: in smart home application, where users press a button in the app to switch on a coffee machine.
2. 4-layer IOT architecture
Sensors
Sensors belonging to the primary level of the IOT architecture is responsible for capturing the physical parameters in
the real world. The parameters can be — temperature, smoke, air, moisture, etc.
Data Acquisition System
This layer works closely with sensors and actuators. But because of its unique functionality, it deserves a place in a
separate layer. It is a connecting layer that connects the sensor layer with the analytics layer.
Its main function is to collect, select, and send the data to further processing layers. Before processing can happen, the
data from the sensor must be converted into a suitable format. A format that is easy to use and also transferable. This
is achieved by this layer.
Analytics
Not every IOT architecture may have this layer. Their presence can bring added value to the entire process, especially
for large scale projects where data is generated in plethora. For such projects, data transfer rate or rate of analytics
plays a vital role. These infrastructures are located close to the source of the data.
Data Centre
Data Centre is often regarded as the brain of the IOT architecture. They are intended to store, process, and analyze
tons of data. With data analysis and machine learning algorithms in operation, this layer provides some useful insights
about the data.
3. 5-layer IOT architecture
Perception Layer: This perception layer is the IoT architecture’s physical layer. In these sensors and embedded systems
are used mainly. These collect large amounts of data based on the requirements. This also includes edge devices,
sensors, and actuators that communicate with the surroundings.
Network Layer: The data obtained by these devices must be distributed and stored. This is the responsibility of the
network layer. It binds these intelligent objects to other intelligent/ smart objects. It is also in charge of data transfer.
The network layer is in-charge of linking smart objects, network devices, and servers.

Application Layer: The user communicates with this application layer. It is in-charge of providing the customer with
software resources. Example: in smart home application, where users press a button in the app to switch on a coffee
machine.
Processing Layer: Also called as Middleware layer. It collects the information that is sent from a transport layer, and it
performs processing onto the collected information.
Business Layer: It acts as a manager of a whole system. It is responsible to manage & control applications, business and
profile models of IOT.
Applications of IOT

IOT in Agriculture

• Precision farming – It is the science of improving crop yields and assisting management decisions using high
technology sensor and analysis tools. PA is a new concept adopted throughout the world to increase
production, reduce labor time, and ensure the effective management of fertilizers and irrigation processes.
• Agriculture drones - An agricultural drone is an unmanned aerial vehicle used in agriculture operations, mostly
in yield optimization and in monitoring crop growth and crop production. Agricultural drones provide
information on crop growth stages, crop health, and soil variations.
• Livestock monitoring - Analytical solutions consolidate data about farm animals and analyze herd behavior to
detect illness, manage nutrition, and improve breeding. Insights into animal behavior and dietary requirement
streamline procurement of animal feed and supplements.
• Smart Greenhouses - The concept itself entails a regular greenhouse that is equipped with sensors that
optimize plant growth by regulating heat, humidity, and light. This allows the crops that are being grown to
reach the harvesting stage faster whilst retaining as many nutrients as possible.

IOT in Healthcare

• Research
• Devices
• Care
• Medical Information Distribution
• Emergency care

IOT in consumer application

• Smart homes
• Personal IOT applications – wearable, hearable, battery power-sharing between phones, smart glass etc.

IOT in Education

• Poster boards into IOT enabled boards

• Interactive gaining of knowledge
• Learning at any time & anywhere

IOT in manufacturing & industrial processes

• Digital factory
• Facility management
• Production flow monitoring
• Inventory management
• Plant safety & security

IIOT

Industrial Internet of Things

The industrial internet of things (IIoT) refers to the extension and use of the internet of things (IoT) in industrial sectors
and applications.
Examples of IIoT devices in an IIoT network include sensors, computers, and machines used in manufacturing,
agriculture, and mission-critical applications, for example nuclear and energy management systems.

Applications of IIOT

1. Industrial Automation - Automation of machines and tools enables companies to operate in an efficient way
with sophisticated software tools to monitor and make improvements for next process iterations.
2. Smart robotics - Smart robotics ensures smooth handling of tools and materials in the manufacturing line with
precise accuracy and efficiency. Predefined specifications can be set for maximum precision (up to few
nanometers scale for some applications) using intelligent robotic arms.
3. Predictive maintenance - Modern industrial machines equipped with smart sensors continuously monitoring
the status of each major components and it can detect any critical issues before the system is completely
down. Smart sensors will trigger maintenance warning to the centralized system and the alert messages will be
delivered to responsible persons/groups.
4. Integration of smart tools - Smart wearables can trigger instant warning messages to employees during
emergency situations like gas leak or fire. Wearables can monitor health condition of individuals continuously
and feedback if not fit for particular task.
5. Smart logistics management - Logistics is one of the important areas in many industries, which needs
continuous improvements to support increasing demands. Smart sensor technology is a perfect fit to solve
many of the complex logistics operations and manage goods efficiently.
6. Smart package management - Smart sensors can monitor each stages of packing and update status in real-time
manner. Embedded sensors can detect vibrations, atmospheric conditions like temperature and humidity etc…
and feedback if something goes wrong during transit or storage.
7. Enhanced quality and security - Integration of smart tools and software assisted procedures offer higher level
of security. Software controlled automation and data collection from huge sensor network is connected to a
highly secure gateway and cloud server platform.

Difference between IOT & IIOT

S.No. IIOT IOT
1. It focuses on industrial applications such as It focuses on general applications ranging from
manufacturing, power plants, oil & gas, etc. wearables to robots & machines.
2. It uses critical equipment & devices connected Its implementation starts with small scale level so there
over a network which will cause a life-threatening is no need to worry about life-threatening situations.
or other emergency situation on failure therefore
uses more sensitive and precise sensors.

3. It deals with large scale networks. It deals with small scale networks.
4. It can be programmed remotely i.e., offers It offers easy off-site programming.
remote on-site programming.
5. It handles data ranging from medium to high. It handles very high volume of data.
6. It requires robust security to protect the data. It requires identity and privacy.
7. It needs stringent requirements. It needs moderate requirements.
8. It is having very long-life cycle. It is having short product life cycle.
9. It has high- reliability. It is less reliable.

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DIGITAL FLUENCY
UNIT -4 CLOUD COMPUTING & ITS SERVICE MODELS

What is “CLOUD”?

A global network of servers, each with a unique function. The cloud is not a physical entity, but instead is a vast network
of remote servers around the globe which are hooked together and meant to operate as a single ecosystem.

Define Cloud Computing.

Cloud computing is the on-demand delivery of IT resources over the Internet with pay-as-you-go pricing. Instead of
buying, owning, and maintaining physical data centers and servers, you can access technology services, such as
computing power, storage, and databases, on an as-needed basis from a cloud provider like Amazon Web Services
(AWS).

Define cloud computing according to NIST-

Cloud computing is a model for enabling ubiquitous, convenient, on-demand network access to a shared pool of
configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly
provisioned and released with minimal management effort or service provider interaction.

Characteristics of Cloud Computing

1. On-Demand Self-Service
With cloud computing, you can provision computing services, like server time and network storage, automatically. You
won’t need to interact with the service provider.
2. Broad Network Access
You can access cloud services over the network and on portable devices like mobile phones, tablets, laptops, and
desktop computers. A public cloud uses the internet; a private cloud uses a local area network.
3. Resource Pooling
With resource pooling, multiple customers can share physical resources using a multi-tenant model. Multi-tenancy
allows customers to share the same applications or infrastructure while maintaining privacy and security. Though
customers won't know the exact location of their resources, they may be able to specify the location at a higher level of
abstraction, such as a country, state, or data center. Memory, processing, and bandwidth are among the resources that
customers can pool.
4. Rapid Elasticity
Cloud services can be elastically provisioned and released, sometimes automatically, so customers can scale quickly
based on demand.
5. Measured Service
In cloud systems, a metering capability optimizes resource usage at a level of abstraction appropriate to the type of
service. For example, you can use a measured service for storage, processing, bandwidth, and users. Payment is based
on actual consumption by the customer via a pay-for-what-you-use model. Monitoring, controlling, and reporting
resource use creates a transparent experience for both consumers and providers of the service.
Advantages of Cloud Computing

1) Back-up and restore data

Once the data is stored in the cloud, it is easier to get back-up and restore that data using the cloud.
2) Improved collaboration
Cloud applications improve collaboration by allowing groups of people to quickly and easily share information in
the cloud via shared storage.
3) Excellent accessibility
Cloud allows us to quickly and easily access store information anywhere, anytime in the whole world, using an
internet connection. An internet cloud infrastructure increases organization productivity and efficiency by
ensuring that our data is always accessible.
4) Low maintenance cost
Cloud computing reduces both hardware and software maintenance costs for organizations.
5) Mobility
Cloud computing allows us to easily access all cloud data via mobile.
6) IServices in the pay-per-use model
Cloud computing offers Application Programming Interfaces (APIs) to the users for access services on the cloud
and pays the charges as per the usage of service.
7) Unlimited storage capacity
Cloud offers us a huge amount of storing capacity for storing our important data such as documents, images,
audio, video, etc. in one place.
8) Data security
Data security is one of the biggest advantages of cloud computing. Cloud offers many advanced features related
to security and ensures that data is securely stored and handled.

Disadvantages of Cloud Computing

1) Internet Connectivity

As you know, in cloud computing, every data (image, audio, video, etc.) is stored on the cloud, and we access
these data through the cloud by using the internet connection. If you do not have good internet connectivity,
you cannot access these data. However, we have no any other way to access data from the cloud.

2) Vendor lock-in

Vendor lock-in is the biggest disadvantage of cloud computing. Organizations may face problems when
transferring their services from one vendor to another. As different vendors provide different platforms, that can
cause difficulty moving from one cloud to another.

3) Limited Control

As we know, cloud infrastructure is completely owned, managed, and monitored by the service provider, so the
cloud users have less control over the function and execution of services within a cloud infrastructure.

4) Security

Although cloud service providers implement the best security standards to store important information. But,
before adopting cloud technology, you should be aware that you will be sending all your organization's sensitive
information to a third party, i.e., a cloud computing service provider. While sending the data on the cloud, there
may be a chance that your organization's information is hacked by Hackers.
Cloud Computing applications
1. Online Data Storage

Cloud Computing allows storage and access to data like files, images, audio, and videos on the cloud storage. This is
where cloud storage comes into play, where businesses can store and access data using multiple devices.

The interface provided is easy to use, convenient, and has the benefits of high speed, scalability, and integrated
security.

2. Backup and Recovery

Cloud service providers offer safe storage and backup facility for data and resources on the cloud. In a traditional
computing system, data backup is a complex problem, and often, in case of a disaster, data can be permanently lost.
But with cloud computing, data can be easily recovered with minimal damage in case of a disaster.

3. Big Data Analysis

One of the most important applications of cloud computing is its role in extensive data analysis. The extremely large
volume of big data makes it impossible to store using traditional data management systems. Due to the unlimited
storage capacity of the cloud, businesses can now store and analyze big data to gain valuable business insights.

4. Testing and Development

Cloud computing applications provide the easiest approach for testing and development of products. In traditional
methods, such an environment would be time-consuming, expensive due to the setting up of IT resources and
infrastructure, and needed manpower. However, with cloud computing, businesses get scalable and flexible cloud
services, which they can use for product development, testing, and deployment.

5. Antivirus Applications

With Cloud Computing comes cloud antivirus software which is stored in the cloud from where they monitor viruses
and malware in the organization’s system and fixes them.

6. E-commerce Application

Ecommerce applications in the cloud enable users and e-businesses to respond quickly to emerging opportunities.

7. Cloud Computing in Education

E-learning, online distance learning programs, and student information portals are some of the key changes brought
about by applications of cloud computing in the education sector. In this new learning environment, there’s an
attractive environment for learning, teaching, experimenting provided to students, teachers, and researchers so they
can connect to the cloud of their establishment and access data and information.

Cloud Service Models

There are the following three types of cloud service models -

• Infrastructure as a Service (IaaS)

• Platform as a Service (PaaS)
• Software as a Service (SaaS)

Infrastructure as a Service (IaaS) - IaaS is also known as Hardware as a Service (HaaS). It is a computing infrastructure
managed over the internet. The main advantage of using IaaS is that it helps users to avoid the cost and complexity of
purchasing and managing the physical servers.
Characteristics of IaaS

• Resources are available as a service

• Services are highly scalable
• Dynamic and flexible
• GUI and API-based access
• Automated administrative tasks

Example: Digital Ocean, Linode, Amazon Web Services (AWS), Microsoft Azure, Google Compute Engine (GCE),
Rackspace, and Cisco Metacloud.

Platform as a Service (PaaS) - PaaS cloud computing platform is created for the programmer to develop, test, run, and
manage the applications.

Characteristics of PaaS

There are the following characteristics of PaaS -

Accessible to various users via the same development application.

Integrates with web services and databases.

Builds on virtualization technology, so resources can easily be scaled up or down as per the organization's need.

Support multiple languages and frameworks.

Provides an ability to "Auto-scale".

Example: AWS Elastic Beanstalk, Windows Azure, Heroku, Force.com, Google App Engine, Apache Stratos, Magento
Commerce Cloud, and OpenShift.

Software as a Service (SaaS)

SaaS is also known as "on-demand software". It is a software in which the applications are hosted by a cloud service
provider. Users can access these applications with the help of internet connection and web browser.

Characteristics of SaaS

There are the following characteristics of SaaS -

Managed from a central location

Hosted on a remote server

Accessible over the internet

Users are not responsible for hardware and software updates. Updates are applied automatically.

The services are purchased on the pay-as-per-use basis

Example: BigCommerce, Google Apps, Salesforce, Dropbox, ZenDesk, Cisco WebEx, ZenDesk, Slack, and GoToMeeting.
Difference between IaaS, PaaS, and SaaS

IaaS Paas SaaS

It provides a virtual data center to store It provides virtual platforms and tools to create, It provides web software and
information and create platforms for app test, and deploy apps. apps to complete business tasks.
development, testing, and deployment.

It provides access to resources such as It provides runtime environments and It provides software as a service
virtual machines, virtual storage, etc. deployment tools for applications. to the end-users.

It is used by network architects. It is used by developers. It is used by end users.

IaaS provides only Infrastructure. PaaS provides Infrastructure + Platform. Infrastructure + Platform +
Software.

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DIGITAL FLUENCY
UNIT -5

CYBER SECURITY & TYPES OF CYBER ATTACKS

WHAT IS CYBER SECURITY?

Cybersecurity is the practice of protecting systems, networks, and programs from digital attacks. These
cyberattacks are usually aimed at accessing, changing, or destroying sensitive information; extorting money
from users via ransomware; or interrupting normal business processes.
CYBER SECURITY

• SYSTEMS PROTECTION OF SYSTEMS, NETWORKS,

• NETWORKS APPLICATIONS & INFORMATION.

• PROGRAMS

• DATA

DEFINE CYBER SECURITY

Cyber security is the body of technologies, processes, & practices designed to protect networks, devices, programs &
data from attack, theft, damage, modification, or unauthorized access.

CIA Triad

The three letters in "CIA triad" stand for Confidentiality, Integrity, and Availability. The CIA triad is a common model
that forms the basis for the development of security systems. They are used for finding vulnerabilities and methods for
creating solutions.

• Confidentiality: It limits the access to information. It takes on the measures to restrict sensitive info from being
accessed by cyber attackers.
• Integrity: Info can be added or deleted or altered only by the authorized users.
• Availability: It means systems, functions & data must be available on-demand according to agreed-upon
parameters.

Importance of cyber security

1. Damage is significant
2. It builds trust
3. Identities protect our data
4. All organizations have vulnerability
Types of cyber security

1. Network Security – Focuses on securing computer networks from unauthorized access, data breaches, and other
network-based threats. It involves technologies such as Firewalls, Intrusion detection systems (IDS), Virtual private
networks (VPNs), and Network segmentation.

2. Application Security – Concerned with securing software applications and preventing vulnerabilities that could be
exploited by attackers. It involves secure coding practices, regular software updates and patches, and application-level
firewalls.

3. Information or Data Security - Focuses on protecting sensitive information from unauthorized access, disclosure,
alteration, or destruction. It includes Encryption, Access controls, Data classification, and Data loss prevention (DLP)
measures.

4. Cloud Security – It involves securing data, applications, and infrastructure hosted on cloud platforms, and ensuring
appropriate access controls, data protection, and compliance. It uses various cloud service providers such
as AWS, Azure, Google Cloud, etc., to ensure security against multiple threats.

5. Mobile Security – It involves securing the organizational and personal data stored on mobile devices such as cell
phones, tablets, and other similar devices against various malicious threats. These threats are Unauthorized
access, Device loss or Theft, Malware, etc.

6. Endpoint Security - Refers to securing individual devices such as computers, laptops, smartphones, and IoT devices.
It includes antivirus software, intrusion prevention systems (IPS), device encryption, and regular software updates.

7. Critical Infrastructure Security- All of the physical and virtual resources, systems, and networks that are necessary for
a society’s economics, security, or any combination of the above to run smoothly are referred to as critical infrastructure.
Food and agricultural industries, as well as transportation systems, comprise critical infrastructure.

6. Internet of Things (IoT) Security-

• Devices frequently run on old software, leaving them vulnerable to recently identified security vulnerabilities.
This is generally the result of connectivity problems or the requirement for end users to manually download
updates from a C&C center.
• Manufacturers frequently ship Internet of Things (IoT) devices (such as home routers) with easily crackable
passwords, which may have been left in place by suppliers and end users. These devices are easy targets for
attackers using automated scripts for mass exploitation when they are left exposed to remote access.

WHAT IS CYBER ATTACK?

• A cyber attack is an assault launched by cybercriminals using one or more computers against a single or
multiple computers or networks.

• A cyber attack can maliciously disable computers, steal data, or use a breached computer as a launch point for
other attacks.

• Cybercriminals use a variety of methods to launch a cyber attack, including malware, phishing, ransomware,
denial of service, among other methods.
TYPES OF CYBER SECURITY THREATS

• Malware

Malware is malicious software such as spyware, ransomware, viruses and worms. Malware is activated when a user
clicks on a malicious link or attachment, which leads to installing dangerous software.

Once activated, can:

Block access to key network components (ransomware)

Install additional harmful software

Covertly obtain information by transmitting data from the hard drive (spyware)

Disrupt individual parts, making the system inoperable

• Emotet

The Cybersecurity and Infrastructure Security Agency (CISA) describes Emotet as “an advanced, modular banking Trojan
that primarily functions as a downloader or dropper of other banking Trojans. Emotet continues to be among the most
costly and destructive malware.”

• Denial of Service

A denial of service (DoS) is a type of cyber attack that floods a computer or network so it can’t respond to requests. A
distributed DoS (DDoS) does the same thing, but the attack originates from a computer network.

• Man in the Middle

A man-in-the-middle (MITM) attack occurs when hackers insert themselves into a two-party transaction. After
interrupting the traffic, they can filter and steal data.

MITM attacks often occur when a visitor uses an unsecured public Wi-Fi network. Attackers insert themselves between
the visitor and the network, and then use malware to install software and use data maliciously.

• Phishing

Phishing attacks use fake communication, such as an email, to trick the receiver into opening it and carrying out the
instructions inside, such as providing a credit card number. “The goal is to steal sensitive data like credit card and login
information or to install malware on the victim’s machine”.

• SQL Injection

A Structured Query Language (SQL) injection is a type of cyber attack that results from inserting malicious code into a
server that uses SQL. When infected, the server releases information. Submitting the malicious code can be as simple
as entering it into a vulnerable website search box.

• Password Attacks

With the right password, a cyber attacker has access to a wealth of information. Social engineering is a type of
password attack that Data Insider defines as “a strategy cyber attackers use that relies heavily on human interaction
and often involves tricking people into breaking standard security practices.”
BENEFITS OF CYBERSECURITY

• It Can Protect Your Business

• Protects Personal Info
• Allows Employees to Work Safely
• Protects Productivity
• Stop Your Website from Going Down
• Inspire Confidence in Your Customers
CLASSIFICATIONS OF CYBER CRIMES

1. lnsider Attack:
An attack to the network or the computer system by some person with authorized system access is known as
insider attack. It is generally performed by dissatisfied or unhappy inside employees or contractors. The motive
of the insider attack could be revenge or greed. It is comparatively easy for an insider to perform a cyber-attack
as he is well aware of the policies, processes, IT architecture and weakness of the security system. Moreover,
the attacker have access to the network.
2. External Attack:
When the attacker is either hired by an insider or an external entity to the organization, it is known as external
attack. The organization which is a victim or cyber-attack not only faces financial loss but also the loss of
reputation. Since the attacker is external to the organization, so these attackers usually scan and gather
information.
3. Unstructured attacks:
These attacks are generally performed by armatures who don't have any predefined motives to perform the
cyber-attack. Usually, these armatures try to test a tool readily available over the internet on the network of a
random company.
4. Structure Attack:
These types of attacks are performed by highly skilled and experienced people and the motives of these attacks
are clear in their mind. They have access to sophisticated tools and technologies to gain access to other
networks without being noticed by their Intrusion Detection Systems (IDSs). Moreover, these attackers have
the necessary expertise to develop or modify the existing tools to satisfy their purpose.

HOW TO PROTECT YPURSELF FROM CYBER ATTACK

• UPDATE YOUR SOFTWARE AND OPERATING SYSTEM

• USE-ANTI VIRUS SOFTWARES

• USE A STRONG PASSWORD

• DO NOT OPEN UNWANTED E-MAILS

• DO NOT CLICK ON LINKS SENT THROUGHT UNKNOWN E-MAIL ID’S

• DO NOT USE UNSECURED WI-FI NETWORKS

• USE ONLINE GAMING SAFELYAYMENT GATEWAY SECURITY

• USE FIREWALLS

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DIGITAL FLUENCY
UNIT -6

EFFECTIVE COMMUNICATION SKILLS

WHAT IS COMMUNICATION?
• Communication is the act of giving, receiving, and sharing information -- in other words, talking or
writing, and listening or reading. Good communicators listen carefully, speak or write clearly, and
respect different opinions.
WHAT IS EFFECTIVE COMMUNICATION?
• It’s the process of exchanging ideas, thoughts, knowledge and information such that a purpose is
fulfilled in the best possible manner.
CHARACTERISTICS OF EFFECTIVE COMMUNICATION

• Clear Message: The message which the sender wants to convey must be simple, easy to understand and
systematically framed to retain its meaningfulness.
• Correct Message: The information communicated must not be vague or false in any sense; it must be free
from errors and grammatical mistakes.
• Complete Message: Communication is the base for decision making. If the information is incomplete, it
may lead to wrong decisions.
• Precise Message: The message sent must be short and concise to facilitate straightforward interpretation
and take the desired steps.
• Reliability: The sender must be sure from his end that whatever he is conveying is right by his knowledge.
Even the receiver must have trust on the sender and can rely on the message sent.
• Consideration of the Recipient: The medium of communication and other physical settings must be
planned, keeping in mind the attitude, language, knowledge, education level and position of the receiver.
• Sender’s Courtesy: The message so drafted must reflect the sender’s courtesy, humbleness and respect
towards the receiver.

EXAMPLES FOR EFFECTIVE COMMUNICATION SKILLS

• ACTIVE LISTENING • VOLUME AND CLARITY

• ADAPTING YOUR COMMUNICATION STYLE • EMPATHY
TO YOUR AUDIENCE • RESPECT
• FRIENDLINESS • UNDERSTANDING NON-VERBAL CUES
• CONFIDENCE • RESPONSIVENESS
• GIVING AND RECEIVING FEEDBACK

What does effective communication in the workplace look like?

1. Clarity

If your writing is clear, your reader is much more likely to understand and act on your message. Consider this
the ultimate characteristic of effective communication.

Example

Before

“It was agreed upon that company policy be changed to allow employee selection of personal leave days.”

This sentence makes the reader work to understand its intent. Instead of using easy-to-read language, the message is
diluted with jargon.

After

“The company decided to change policy and allow employees to choose their personal leave days.”

There’s no extra padding in this statement for the sake of sounding more professional. The language is clear and direct,
making it easy for the reader to interpret.

2. Conciseness

As George Orwell wrote in his essay “Politics and the English Language,” if it is possible to cut a word out,
always cut it out. Your goal is to communicate your message as quickly and directly as possible. By doing this,
you’ll save your reader time and trouble.
Example

Before

“We are endeavoring to construct a meticulous proposal to amplify sales.”

This statement is clouded with complex words that add nothing except bloat.

After

“We’re creating a plan to increase sales.” This version is direct and efficient.

3. Correctness

Proper grammar and syntax increase the effectiveness and credibility of your message. Mistakes might affect
clarity, create ambiguity, and raise doubts.

Example

Before

“Our expanses have increased by 56% this quarter.”

There are spelling errors and typos that change the intended information significantly.

After

“Our expenses have increased by 5–6% this quarter.”

This statement has no errors and presents the correct information.

4. Completeness

Effective communication requires the whole picture. Leaving information out can lead to unnecessary
guesswork for readers. Comprehensive yet concise messages reduce follow-up questions and prevent delays.

Example

Before

“When are we meeting?”

There’s no substantial information in this message. It isn’t clear what meeting the sender is referring to or why
they’re asking.
After

“When are we meeting with Angie and Ibou to review their marketing campaign?”

This version is direct and expresses intent efficiently.

5. Coherence

Coherent communication is logical. Your points should be relevant to your thesis, and the text’s tone and
flow should be smooth. To make your writing coherent, stick to the topic by keeping each point connected
with transition words and phrases. Staying organized will prevent any confusion or misunderstandings. If you
need to touch on multiple points in a single message, compartmentalize each one.

Example

Before

“The due date for your project has been extended to next week. Mary’s client wants to discuss some new features. They
requested a meeting for Friday.”

The structure of this message is disorganized. “Your project” and “Mary’s client” are two separate topics that
may or may not be relevant to each other.

After

“Mary’s client wants to discuss some new features for their product this Friday. This means we’ll be extending due dates
for all projects related to their campaign to incorporate the new features.”

The information is organized in a logical way that provides both the information about what is happening and
also the reasoning. Therefore, it’s easy to understand.

6. Consideration

Empathy is a critical pillar of good workplace communication. Before you speak, consider your words and their
potential effects on your listener.

Example

Before

“You did this wrong, and it looks awful. Why can’t you try harder?”

This message is too blunt and implies that the recipient is lazy or careless. The sender doesn’t take into
account any other reasons for the perceived underperformance.
After

“I noticed a few mistakes in that last presentation. Let’s talk about how we can help you work on this.”

This message focuses on solving the problem without blame. It is much more likely to be received positively.

Being considerate of others is important to good relationships and good communication. Even if a
conversation is not directly business related, its consequences can generate an uncomfortable work
environment and reduce productivity. Keeping a polite and professional tone of voice is just as important as the
accuracy of the content.

7. Courtesy
Being courteous is as much a necessity in a corporate setting as anywhere. Your team is working
together to achieve the same goals of success and growth. Inside jokes, insults, or an aggressive tone
work against teamwork.

Example

Before

“Your staff ignores our suggestions for this program. Our duties are the most important step. Your team needs to
understand this and implement our feedback on the code now.”

This message could read as discourteous to its recipient. It’s not likely to motivate them to respond positively.

After

“I understand your team is swamped this week, and deadlines are fast approaching. Our department has made
suggestions that we’d like the team to review. Please let us know if they need anything from us so we can meet these
deadlines.”

This message is more courteous and professional. When constructive messages that affect productivity are
conveyed with respect, team members are more likely to take the initiative and adjust accordingly.

8. Concreteness

A concrete message is tangible, supported by facts for enhanced credibility, and helps your audience better
understand what’s being conveyed. It also mitigates the risk of misunderstanding, a common struggle in the
workplace. Try to include specific examples or explanations.

Example

Before

“The deadline has been moved forward.”

There are no facts or additional information to support the intent of this message. It’s vague and leaves the
receiver guessing with no reason to take action.

After

“The deadline has been moved from this Friday to next Friday because the client needs more time.”

This statement gives the reader specific days along with an explanation to support when and why the deadline
is being moved. The additional information can help set things in motion to accommodate this change.

9. Consistency

Following the tips above will ensure that your communication is effective. Once you’ve improved, however,
don’t let your quality slip. Your teams and operations are valuable and should always be treated as such.
Effective communication depends on a steady and efficient workflow from everyone.

SKILLS REQUIRED FOR AN EFFECTIVE COMMUNICATION

1. Be an attentive listener
Listening is one of the essential elements of effective communication. People who are active or engaged listeners
understand things in more detail. It means that active listeners understand what the user is trying to say, even if the
speaker is not highly effective.
Furthermore, being an active listener also helps you identify the current mood of a speaker, and the intentions behind
it. Hence, for effective communication, build a deeper connection. And build trust within your team members, it is
crucial to be an attentive listener.

How to be an attentive listener?

To be an attentive listener, make proper eye contact with the speaker, and focus on his or her expression and the
words. In case of any confusion, you can ask numerous questions. But make sure to do this after the conversation is
over, as interrupting for your benefit is not recommended. Moreover, be attentive and have a proper body posture to
practice active listening.

2. Be concrete and clear

Another skill that you should learn to be an effective communicator is to be precise and unambiguous with your
message. If you are a person that tells the whole background story that is unauthentic and without any proof to explain
your things, then you are not an effective communicator.
You want your message to be well-defined and clear so others can understand you better in a short time. The clarity in
a message is vital as it ensures that every member of the work team can understand you without any inconvenience. To
be clear in your speech, use simple vocabulary, use active voice, and be clear about your objectives.

3. Non-verbal communication is the key

Your body language plays a vital role for you to be an effective communicator. Words are important but what is more
important is your tone, eye contact, facial expressions, and hand gestures. Hand gestures while
communicating represent that you are confident and courageous. Hence, it allows the person you are speaking with to
pay attention to you and actually listen to what you are saying.

4. Be relaxed
Stress and anxiety can ruin your communication and discourage you. Both these things can cause you to be an
ineffective communicator. To communicate effectively, you should relax and be stress-free. Stress causes you to choose
the wrong sets of words. It makes it harder for your audience to understand you.

5. Inform
To be an effective communicator, you should inform your audience about what your conversation would be about. It
would help your audience to have a general idea about the conversation. Furthermore, it would also allow them to
grasp the knowledge easily. Other than that, you should also inform your audience about the key features or points
that they should listen to and keep in mind during the conversation.

6. Be visual
Representing the information that you want to display in front of your audience in a visual form helps them to
remember it for a long time. It is embedded in human psychology, that the information that we process information a
lot faster than is expressed in the form of pictures. According to a study, humans have an enhanced ability to interpret
and remember pictures for an extended period.

7. Show empathy
Showing empathy means showing understanding. There are times when your statement or opinions contradict other
members or members of the team. But in a situation like this, you should not be angry or frustrated. Instead, you
should respect their opinion and admire their courage. Think of it as a healthy competition.

8. Completeness
Completeness means completing your sentences while communicating. Sometimes you may notice that people start a
sentence. But after a short, while they get so confused, they start explaining other points leaving the first one. Hence,
all this creates utmost confusion and does not help with effective communication.

9. Give and Receive Feedback

Giving and receiving feedback is essential and one of the core skills for effective communication. Giving feedbacks
encourages a person, and similarly receiving a couple helps you to view and improve your weak points.

10. Utilize your time insensible manner

To effectively communicate in a workplace or your profession, you must know your team members. So, do not waste
the precious time that you get during coffee or lunch break in just sitting alone and eating. Make sure to utilize that
time to know more about your colleagues to have a better understanding of them.
REASONS WHY EFFECTIVE COMMUNICATION IS IMPORTANT:

1. It builds and maintains relationships

Effective communication brings together all members in your team and organization to achieve the desired outcomes.
One of the reasons for relationships to succeed or fail is based on the quality of communication.
Communicating effectively not only builds relationships but also maintains it.
2. It builds trust

With effective communication you gain ability to listen and embrace different points of view. This in turn helps others
trust that you are making optimal decisions for everyone in the team. This trust will extend to your team and they will
feel as though they can trust their teammates to fulfil their duties and responsibilities.
3. It helps build the team as an effective unit
An effective team is built in an environment where open communication is encouraged. Effective communication
improves employee morale as staff members are allowed to freely express their thoughts and opinions. Team members
are told clearly their responsibilities and how each one of them can contribute towards achieving the common goals of
the organization.
4. Listening is critical to effective communication
The Greek Philosopher, Epictetus famously said, “We have 2 ears and one mouth so that we can listen twice as much as
we speak”
Active listening is as much an important part of two-way communication as speaking is.
The thumb rule to remember is – listen to comprehend and not respond.
Given a little patience and practice it is not hard to become a better listener.
5. It builds understanding with your audience
Effective communication gets your message across. When you communicate effectively you capture your audience’s
attention, you make sure your audience understands the idea you are trying to convey.
6. Effective communication encourages innovation
Being able to freely brainstorm and share ideas at the workplace, without being judged or condemn encourages you to
be creative and think outside the box.

This brings more creativity and innovation into an organization. The employee motivation also goes up for being able to
contribute to the overall growth of the company.
7. It increases employee engagement.
It improves productivity in your workplace and enhances growth of business. When the management of a company
communicates effectively with their employees and values the work done by them, employees feel pleased and
work as an incentive to bring out their best.
8. It increases accountability and brings clarity in work flow
Effective communication gives employees clear and specific instructions which enables them to do what is expected of
them. Increase in accountability also increases productivity in the workplace. There will be no improvement if there is
no accountability.
9. It helps with decision making
Effective workplace communication makes it easy to carry out discussions that are goal-oriented. An environment is
created where the team can decide what the goals of the business should be. With effective communication every
person gets a chance to communicate their points this helps the team to make better decisions for the growth of the
organization.
10. Effective communication improves customer satisfaction
Customer satisfaction depends wholly on quality of communication. We all have sat through frustrating tele-callers
trying to but failing miserably to solve our problems. By communicating properly, it is easy to understand customer
requirements.
11. It reduces conflict

Whether it is the spouse or a team member, effective communication can be a life saver for relationships.
Communication is the key especially in an organization where people with different perspectives try to work together.
As a result, conflicts may occur and problems may arise. Only by communicating effectively can one resolve the
conflicts at the workplace or otherwise. The communication channels should have scope for communicating and
clearing the air with colleagues.
TEAMWORK & COLLABORATION
• The ability to work effectively with others on a common task; taking actions which respect the needs and
contributions of others; contributing to and accepting the consensus; negotiating a win-win solution to achieve
the objectives of the team.
• The key difference between the collaboration and teamwork is that whilst teamwork combines the individual
efforts of all team members to achieve a goal, people working collaboratively complete a project collectively
TEAMWORK SKILLS COLLABORATION SKILLS

• INTERPERSONAL SKILLS • SELF-AWARENESS

• CONFLICT MANAGEMENT • PURPOSE DRIVEN
• COMMUNICATION • RESOURCE MANAGEMENT
• LISTENING • FORGIVENESS
• ENTHUSIASM • COLLABORATION TOOLS
• TIME MANAGEMENT • ADDRESS PROBLEMS
• RESPECTFULNESS • LEARNING OPPORTUNITIES
• POSITIVITY • SOFT SKILLS
• RELIABILITY • ENCOURAGE INNOVATION

BENEFITS OF TEAMWORK & COLLABORATION SKILLS

• Increase productivity & efficiency

• Enhances social skills & communication
• Common goal
• Individual style
• Increases diversity
• Enables learning
HOW DO WE IMPROVE TEAMWORK & COLLABORATION

• Establish intentional leadership • Celebrate individuality

• Make change a positive step • Be a model of behavior
• Clarify roles • Stay curious
• Create group problem-solving • Be humble
• Take advantage of project management tools • Create infrastructure
• Let eldership change • Invite healthy debate
INNOVATION
Innovation can refer to something new, such as an invention, or the practice of developing and introducing new things.
An innovation is often a new product, but it can also be a new way of doing something or even a new way of thinking.
WHY IS IT IMPORTANT TO HAVE THIS INNOVATION?
1. Creative Development – Qualities of innovative nature are essential for new businesses today. You can achieve
growth by learning how to be creative.
2. Continuous Improvement – Innovation gives organizational sustainability when you are making continual
improvements and repackaging and re-branding.
3. Reinforce Your Brand – Development branding is popular in organizational leadership. This process reveals
information to help leaders to learn other ways to be more innovative.
4. Making the Most of What You Have Already – It is not all about creating a new product or service which you can
sell, but you also need to focus on your existing business procedures to improve your efficiency, find some new
customers, increase your profits and cut down on the amount of your waste.
5. Responding to Competition and Trends – Innovation can help you to see what exists now in opportunities or which
ones will likely pop up in the near future. Businesses which are successful don’t only respond to the current needs of
their customers, but usually predict the future trends and come up with an idea, service or product that can meet the
future demand quickly and effectively. In this way you can stay ahead of your competition as trends, technology or
markets shift.
6. Having a Unique Selling Point – Generally, consumers will see innovation as something which adds value to products
or a company. When this is used the right way, it can give you an advantage commercially, especially in a market that is
saturated or shifting rapidly.
7. The Use of social media – Including the use of social media in your innovation campaign is great for managing,
motivating and getting focused in your business. When you use it in your business, you are drawing ideas from a wide
range of people on the social networks, giving you a successful outlet to find new ideas for your business. You can also
use social networks to see what customers are saying about your services, products or company.

WHAT IS CREATIVE PROBLEM SOLVING?

• Creative problem solving (CPS) is a way of solving problems or identifying opportunities when conventional
thinking has failed. It encourages you to find fresh perspectives and come up with innovative solutions, so that
you can formulate a plan to overcome obstacles and reach your goals.

• CPS TOOLS
1. CLARIFY AND IDENTIFY PROBLEMS
2. RESEARCH THE PROBLEM
3. FORMULATE ONE OR MORE CREATIVE CHALLENGES
4. GENERATE IDEAS
5. COMBINE AND EVALUATE IDEAS
6. DRAW UP AN ACTION PLAN
7. DO IT

CRITICAL THINKING
• The objective analysis and evaluation of an issue in order to form a judgement.
• Critical thinking refers to the ability to evaluate information and to be aware of biases or assumptions,
including your own. Like information literacy, it involves evaluating arguments, identifying and solving
problems in an objective and systematic way, and clearly communicating your ideas.
IMPORTANCE OF CRITICAL THINKING IN THE WORK PLACE
1. Professional communication
2. Improve the decision-making
3. Critical thinkers are happier
4. Being well-informed is a bonus
5. It encourages self-reflection
STEPS FOR EFFECTIVE CRITICAL THINKING
Step 1: Knowledge
This step identifies the argument or the problem that needs to be solved. Questions should be asked to acquire a deep
understanding about the problem The questions in this stage should be open-ended to allow the chance to discuss and
explore main reasons. At this stage, two main questions need to be addressed: What is the problem? And why do we
need to solve it?
Step 2: Comprehension
Once the problem is identified, the next step is to understand the situation and the facts aligned with it. The data is
collected about the problem using any of the research methods that can be adopted depending on the problem, the
type of the data available, and the deadline required to solve it.
Step 3: Application
This step continues the previous one to complete the understanding of different facts and resources required to solve
the problem by building a linkage between the information and resources.
Step 4: Analyze
Once the information is collected and linkages are built between it the main problems, the situation is analyzed in order
to identify the situation, the strong points, the weak points, and the challenges faced while solving the problem.

Step 5: Synthesis
In this stage, once the problem is fully analyzed and all the related information is considered, a decision should be
formed about how to solve the problem and the initial routes to follow to take this decision into action. If there are
number of solutions, they should be evaluated and prioritized in order to find the most advantageous solution.
Step 6: Take Action
The final step is to build an evaluation about the problem that can be put into action. The result of critical thinking
should be transferred into action steps. If the decision involves a specific project or team, a plan of action could be
implemented to ensure that the solution is adopted and executed as planned.
DESIGN THINKING
Design thinking is a process for solving problems by prioritizing the consumer's needs above all else. It relies on
observing, with empathy, how people interact with their environments, and employs an iterative, hands-on approach
to creating innovative solutions.
The 5 Phases of Design Thinking

Phase 1: Empathize – Gather High-Quality Consumer Understanding

Empathy is the critical starting point for successful design thinking solutions, with the first order of business to know
who it is you’re solving a problem for; and despite the importance of strategic business objectives, it isn’t your client.
This may sound harsh, but deeply understanding the consumer is the most important input to assuring business
success. Understanding consumer needs, barriers, attitudes and aspirations is the only way to unlock new solutions
that identify whitespace and uncover emergent opportunities for brands. This means observing and engaging with
human beings to truly to internalize their experience on an emotional and even psychological level.

Phase 2: Define – Create a Brilliant Design Brief for All Stakeholders

The second stage in the process is about clarity, focus and definition. Gather all the insights you’ve collected—
consumer need states and barriers, lifestyle realities and cultural influences—to begin to make sense of the landscape
of solutions you’re exploring. What themes or patterns are bubbling to the surface? What unmet needs came out of
left field? What unexpected barriers might shift our focus? Are we asking the right questions, and do we need to
reassess our assumptions about the task at hand?

Phase 3: Ideate and Collaborate

This phase is where creativity is unleashed on the intelligence—where the rubber meets the road. Prior to the
granularity of executional options, a multi-stakeholder team (led by design) must establish the creative or design
“pathways” that might offer solutions. Before sketches or computer designs happen, we must align on where the
challenge could take us and assess the creative legs and longevity of the opportunities we see in the landscape.

Phase 4: Prototype – Hold Inspirational Rapid-Sketch Sessions or Design Sprints

The fourth step is all about experimentation: transforming ideas into tangible “artifacts.” These artifacts may be a
packaging design system, a retail experience, a new structural innovation or a customer journey. Regardless of the task
at hand, rapid iteration and even prototyping is a crucial step in quickly breathing life into the work. Don’t be afraid to
bring the solution to life in unexpected ways that consumers will understand. Consumer understanding is key in putting
each solution to the test, in order to highlight any gaps, barriers constraints or flaws in the concept.

Phase 5: Test – Get Fast, Productive Feedback From Human Beings

After your iterative creative development and prototyping, find ways to test fast and organically with consumers.
Although design testing is often relegated to quantitative “benchmarks” or eye-tracking, a qualitative sharing session
with consumers can go much deeper on the “why” of the feedback. If budgets are tight or clients are uncomfortable
with breaking free from their traditional corporate methodologies, engage a “friends and family” approach. It’s
important that the consumers you speak with have a vested interest in the problem you’re solving.

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