analytics-dictionary / term / data infrastructure

Data

Data is recorded information, such as numbers, text or events, that can be stored and analysed.

Written by Reflective Data experts · updated Oct 5, 2026

In analytics, data comes from many places: websites, apps, ad platforms, CRMs, payment systems and databases. On its own, raw data has little value until it is collected, cleaned and connected.

The quality of every decision made with data depends on how well it is collected, defined and documented.

Data governance Data quality Data warehouse

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Personally identifiable information (PII)

PII is any data that can identify a person, such as a name, email address, phone…

sql

SQL

SQL is the standard language for querying and managing data in relational databases and warehouses.

backfill

Backfill

A backfill loads or reprocesses historical data, for example after adding a new source or fixing…

data-cost-optimization

Data cost optimization

Data cost optimization is reducing the cost of storing, moving and querying data without hurting the…

databricks

Databricks

Databricks is a data and AI platform built around the lakehouse approach and Apache Spark.

data-retention

Data retention

Data retention policies define how long different data is kept before it is deleted or archived.

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