Question 1

To reduce the workload required to fully take advantage of all of the data collected from customers in a CRM program, firms use ________, a set of rules for handling different processes in a predetermined way.

Accepted Answer

A)   conversion rates
B)   marketing automation
C)   customer lifetime value
D)   share of customer
E)   structured dataF) A) and E)
G) None of the above B

Question 2

Through its CRM program, an online clothing company records information about each time a customer makes a purchase or clicks on a link through an email or an online advertisement. These interactions are examples of ________.

Accepted Answer

A)   customizations
B)   touchpoints
C)   analytics
D)   optimizations
E)   impressionsF) B) and C)
G) A) and E)

Question 3

Which of the following is true about marketing analytics?

Accepted Answer

A)   Its importance has increased as consumers conduct more of their daily activities online.
B)   It generates Big Data to be used in marketing decision making.
C)   It is a departmental approach to separately analyzing the performance of different marketing initiatives.
D)   It can be used for information gathered from traditional marketing efforts but not from digital marketing channels.
E)   It can be used for information gathered from digital marketing channels but not from traditional marketing efforts.F) A) and E)
G) A) and D)

Question 4

Cost-per-impression advertising is typically more expensive than cost per click advertising.

Accepted Answer

A) True 
 B)False

Question 5

Explain the philosophy of customer relationship management (CRM).

Accepted Answer

Customer relationship management (CRM) p...

Question 6

A data scientist is also known as a(n)  ________.

Accepted Answer

A)   intelligent agent
B)   search engine optimizer
C)   data broker
D)   business intelligence developer
E)   reality minerF) A) and B)
G) A) and C)

Question 7

A company's first step in one-to-one marketing should be to ________.

Accepted Answer

A)   rank its customers in terms of sales volume
B)   identify customers that cost the company money
C)   identify types of transactions and determine which will be abandoned
D)   identify customers and get to know them in as much detail as possible
E)   determine which aspect of the product will be customized to meet the individual needs of its customersF) A) and E)
G) A) and B)

Question 8

The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to use the technique of ________.

Accepted Answer

A)   search engine optimization
B)   market basket analysis
C)   predictive analytics
D)   emotion analysis
E)   artificial intelligenceF) A) and B)
G) B) and E)

Question 9

Which of the following is true of information stored in departmental "silos"?

Accepted Answer

A)   Such information is best described as structured data.
B)   Such information is best described as unstructured data.
C)   Such information is unlikely to be shared with other departments in the firm.
D)   Such information is typically gathered from indirect sources.
E)   Such information is typically gathered by channel partners.F) A) and D)
G) B) and C)

Question 10

Through anticipatory shipping, a firm can make highly accurate shipping decisions before customers finalize purchases.

Accepted Answer

A) True 
 B)False

Question 11

Why might a firm want to abandon a customer? What are some of the signs that a firm would be better off "firing" a customer?

Accepted Answer

A firm might choose to abandon, or fire,...

Question 12

Companies that successfully practice customer relationship management measure success by ________.

Accepted Answer

A)   share of market and market growth rate
B)   business potential and industry potential
C)   share of customer and lifetime value of the customer
D)   number of touchpoints and level of marketing automation
E)   cost of customer and duration of relationship with customerF) All of the above
G) A) and C)

Question 13

The marketing team at Joe's Auto World wants to use the information it collected from last year's online advertising campaigns, the most recent Census, and the company's internal CRM system to forecast the effectiveness of two proposed advertising campaigns for the upcoming year. To accomplish this, the marketing team at Joe's Auto World will most likely use ________.

Accepted Answer

A)   marketing controls
B)   conversion rates
C)   sentiment analysis
D)   predictive analytics
E)   search engine optimizationF) A) and E)
G) A) and C)

Question 14

The final stage in one-to-one marketing is to identify customers in terms of both their needs and their value to the company.

Accepted Answer

A) True 
 B)False

Question 15

Through ________ pricing, a marketer pays for an advertisement based on the number of times users select the advertisement and are directed to the product's webpage.

Accepted Answer

A)   cost-per-impression
B)   cost-per-customer
C)   cost-per-order
D)   cost-per-click
E)   cost-per-conversionF) B) and D)
G) A) and E)

Question 16

To determine the ________, marketers need to know the total advertising costs and the total number of purchases made.

Accepted Answer

A)   churn rate
B)   conversion rate
C)   cost-per-order
D)   click-through rate
E)   margin on salesF) C) and E)
G) B) and C)

Question 17

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

Accepted Answer

A) True 
 B)False

Question 18

A data breach may be intentional, such as a cyberattack, or it may be an unintentional release of private information.

Accepted Answer

A) True 
 B)False  True

Question 19

Conversion rate is an example of ________.

Accepted Answer

A)   search engine optimization
B)   predictive analytics
C)   sentiment analysis
D)   customer equity
E)   marketing metricsF) B) and C)
G) None of the above

Question 20

Which of the following is an application of predictive analytics?

Accepted Answer

A)   anticipatory shipping
B)   landing pages
C)   search engine optimization
D)   cybersecurity
E)   omni channelsF) C) and D)
G) A) and B) A

Exam 5: Marketing Analytics: Welcome to the Era of Big Data

To reduce the workload required to fully take advantage of all of the data collected from customers in a CRM program, firms use ________, a set of rules for handling different processes in a predetermined way.

Correct Answer
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B

Through its CRM program, an online clothing company records information about each time a customer makes a purchase or clicks on a link through an email or an online advertisement. These interactions are examples of ________.

Correct Answer
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Which of the following is true about marketing analytics?

Correct Answer
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Cost-per-impression advertising is typically more expensive than cost per click advertising.

Correct Answer
verified

Explain the philosophy of customer relationship management (CRM).

Correct Answer
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Customer relationship management (CRM) p...
View Answer

A data scientist is also known as a(n) ________.

Correct Answer
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A company's first step in one-to-one marketing should be to ________.

Correct Answer
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The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to use the technique of ________.

Correct Answer
verified

Which of the following is true of information stored in departmental "silos"?

Correct Answer
verified

Through anticipatory shipping, a firm can make highly accurate shipping decisions before customers finalize purchases.

Correct Answer
verified

Why might a firm want to abandon a customer? What are some of the signs that a firm would be better off "firing" a customer?

Correct Answer
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A firm might choose to abandon, or fire,...
View Answer

Companies that successfully practice customer relationship management measure success by ________.

Correct Answer
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Correct Answer
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The final stage in one-to-one marketing is to identify customers in terms of both their needs and their value to the company.

Correct Answer
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Through ________ pricing, a marketer pays for an advertisement based on the number of times users select the advertisement and are directed to the product's webpage.

Correct Answer
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To determine the ________, marketers need to know the total advertising costs and the total number of purchases made.

Correct Answer
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A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

Correct Answer
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A data breach may be intentional, such as a cyberattack, or it may be an unintentional release of private information.

Correct Answer
verified
True

Conversion rate is an example of ________.

Correct Answer
verified

Which of the following is an application of predictive analytics?

Correct Answer
verified
A

Exam 5: Marketing Analytics: Welcome to the Era of Big Data

To reduce the workload required to fully take advantage of all of the data collected from customers in a CRM program, firms use ________, a set of rules for handling different processes in a predetermined way.

Correct AnswerverifiedB

Through its CRM program, an online clothing company records information about each time a customer makes a purchase or clicks on a link through an email or an online advertisement. These interactions are examples of ________.

Correct AnswerverifiedShow Answer

Which of the following is true about marketing analytics?

Correct AnswerverifiedShow Answer

Cost-per-impression advertising is typically more expensive than cost per click advertising.

Correct AnswerverifiedShow Answer

Explain the philosophy of customer relationship management (CRM).

Correct AnswerverifiedCustomer relationship management (CRM) p...View AnswerShow Answer

A data scientist is also known as a(n) ________.

Correct AnswerverifiedShow Answer

A company's first step in one-to-one marketing should be to ________.

Correct AnswerverifiedShow Answer

The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to use the technique of ________.

Correct AnswerverifiedShow Answer

Which of the following is true of information stored in departmental "silos"?

Correct AnswerverifiedShow Answer

Through anticipatory shipping, a firm can make highly accurate shipping decisions before customers finalize purchases.

Correct AnswerverifiedShow Answer

Why might a firm want to abandon a customer? What are some of the signs that a firm would be better off "firing" a customer?

Correct AnswerverifiedA firm might choose to abandon, or fire,...View AnswerShow Answer

Companies that successfully practice customer relationship management measure success by ________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The final stage in one-to-one marketing is to identify customers in terms of both their needs and their value to the company.

Correct AnswerverifiedShow Answer

Through ________ pricing, a marketer pays for an advertisement based on the number of times users select the advertisement and are directed to the product's webpage.

Correct AnswerverifiedShow Answer

To determine the ________, marketers need to know the total advertising costs and the total number of purchases made.

Correct AnswerverifiedShow Answer

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

Correct AnswerverifiedShow Answer

A data breach may be intentional, such as a cyberattack, or it may be an unintentional release of private information.

Correct AnswerverifiedTrue

Conversion rate is an example of ________.

Correct AnswerverifiedShow Answer

Which of the following is an application of predictive analytics?

Correct AnswerverifiedA

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B

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Customer relationship management (CRM) p...
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A firm might choose to abandon, or fire,...
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