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

Scrambler is a popular smartphone app that users can download and play for free.The makers of Scrambler make the app profitable by selling information obtained about users as they play the game.The firm that makes Scrambler is best described as a(n)________.

Why is search engine optimization an important process for online marketers?

Explain how a firm benefits from customers who make multiple purchases versus customers who make just one purchase.

An increasing number of companies are considering their relationships with customers as financial assets.Such firms measure success by calculating the value of their ________.

The Union Express Web site tracking a lost package is an example of CRM.

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has found that customers who are married,are between the ages of 31 and 44,and have moved within the past year are its most profitable customer segment.By sending promotional offers to noncustomers who also fit this description,this catalog retailer has engaged in ________.

Which of the following is true about marketing analytics?

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.

City Tours,a provider of bus and walking tours in major metropolitan areas in the United States,wants to more effectively and efficiently reach potential customers who are vacationing in cities such as New York,Los Angeles,and Chicago.Which of the following would be the best Big Data tool for City Tours to use to identify consumers who are currently vacationing in these locations and who might be likely to respond to promotional offers?

For marketers today,gathering data is a bigger challenge than deciding how to use the data that are collected.

John Wanamaker,a famous retailer from the late 1800s,is credited with saying "Half the money I spend on advertising is wasted;the trouble is,I don't know which half." Explain the marketing issue highlighted by this quote and how marketing analytics affects this issue.

Which of the following is NOT an example of a marketing metric?

What are two ways the airline industry can benefit from the implementation of CRM systems? Explain your answer.

Through a process of ________,a company can identify a social media platform user's attitude toward a brand.

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank.To do this,the bank looked at revenues and expenses from each of its financial products,including loans and credit card usage.To identify and then analyze this information,the bank utilized the MIS analysis technique called ________.