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

Any direct interface between customers and a company-whether it is online, in-person, or over the phone-is called a(n) ________.

In her work at Powered Solutions, Angelica helps business clients identify, organize, and analyze data from social media sources, internal CRM databases, commercial entity sources, and government sources. Angelica would best be described as a(n) ________.

Data about how consumers use everyday products is likely to increasingly be communicated if the Internet of Things is fully developed.

The term share of customer is synonymous with share of market.

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 analyze ________ retrieved from social media posts related to weight lifting.

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

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

When a company uses computer software to extract large amounts of data from social media platforms, it is using ________.

Marketers for Ranch Life, a Connecticut family resort that offers horseback riding and a waterpark, want to determine what percentage of people who visit the resort's webpage actually sign up to receive emails about promotions and special programs at the resort. To do this, Ranch Life marketers will need to calculate the conversion rate.

Through ________ pricing, a marketer pays for an advertisement based on how many times an advertisement appears on a webpage viewed by users.

A firm has segmented its customers into two groups: high-volume customers and low-volume customers. Explain the different styles of communication the firm should implement to reach each group of customers.

CRM programs facilitate communication from a company to its customers and from customers to the company.

________ are measures that marketers can use to watch the performance of their marketing efforts.

Numeric or categorical information is referred to as ________.

The term "mar-tech" refers to the fusion of marketing and technology, particularly digital technologies.

During the interact step of one-to-one marketing, companies should focus on ways to improve the cost efficiency and effectiveness of the interaction.

Explain the relationship between one-to-one marketing and CRM.

Using a CRM approach, customers are prioritized and communication is customized accordingly.

The process through which analysts sift through massive amounts of available data to identify unique patterns of behavior among different customer groups is called ________.

A ________ is someone who analyzes multiple, disparate data sources in order to discover insights that will provide a competitive advantage.