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CS Professional · Artificial Intelligence, Data Analytics and Cyber Security - Laws and Practice · Management Information Systems - An Overview

An e-commerce firm collects customer clicks (data), converts them into a weekly report showing that 40% of carts are abandoned at the payment page (information), and its team then concludes from experience and testing that a simpler payment flow will reduce abandonment, and applies this to redesign the checkout. Which step represents the move from information to knowledge?

The move to knowledge occurs when the team interprets the abandonment report using experience and testing and concludes that a simpler payment flow will help. Clicks are data and the 40% figure is information; knowledge adds context, reasoning and actionable understanding.

  1. ACollecting the customer clicks
  2. BPreparing the weekly report with the 40% figure
  3. CInterpreting the report with experience and testing to derive an actionable understanding of what will workCorrect
  4. DStoring the report on the company server

Explanation

Clicks are data and the 40% abandonment report is information. Knowledge arises when people combine information with experience, context and reasoning to understand why and what action works. Reporting and storing only organise or keep the information.

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