Customer Journey
The sequence of experiences a customer has while pursuing a goal with an organisation. Map the relevant touchpoints and handoffs to identify where a workflow change could improve the experience.
Glossary Terms
Customer Retention
Keeping customers engaged with or purchasing from an organisation over time. Assess the reasons behind retention and loss before selecting interventions; a new tool does not automatically improve relationships.
Data Annotation
The process of adding labels or other information to data for training or evaluation. Clear instructions, reviewer consistency and representative examples matter because annotation quality affects what a system learns.
Data Augmentation
The creation of modified training examples, such as image transformations, to increase useful variation. Changes must preserve task-relevant meaning; more examples do not automatically improve model performance.
Data Mining
Methods for exploring datasets to identify patterns or relationships. Findings should be validated against a business question; an observed association is not sufficient evidence of causation.
Data Pipeline
A sequence of steps that collects, transforms and moves data between systems. Reliable pipelines need defined ownership, quality checks, access controls and monitoring so downstream work uses suitable information.
Data Wrangling
Preparing data for analysis or use by cleaning, restructuring and combining it. Document the changes and check whether they introduce errors or remove information needed for the business question.
Decision Tree
A model that makes predictions through a sequence of branching rules. Its apparent simplicity can support interpretation, but performance and stability still need testing on representative data.
Deep Learning
Machine learning using neural networks with multiple layers to learn representations from data. It can support complex tasks, but requires evaluation of data needs, operating costs, reliability and oversight.
Digital Strategy
A plan for using digital capabilities to support business priorities. It should connect people, process, information and technology, with clear ownership and evidence for investment decisions.