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

A regional restaurant chain wants to place ads on a local newspaper's website. The marketing team at the restaurant chain knows from experience that about five percent of the people who see its ads on a newspaper's website will click on the ad to get more information or sign up for a promotion. Because the marketing team wants to keep the price of running the ads low, the restaurant chain will likely opt for ________ pricing.

Marketers work to make their conversion rates increase and churn rates decrease.

Explain how a sporting goods retailer could use both structured and unstructured data to retain customers.

Marketers calculate the metric of ________ by dividing the number of visitors to a website who complete a desired activity by the total number of visitors to the site.

How are the concepts of machine learning and artificial intelligence related?

To track the effectiveness of a campaign in a nondigital marketing channel, a firm can set up a(n) ________ that engages the consumer and enables the firm to track the relationship between the marketing effort and its desired outcome.

A firm's top executive team is often called the "C-suite" because of the focus on customers in today's marketing environment.

Data mining can be used to identify customers who are not profitable and who should be abandoned.

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

Marketers can collect and analyze detailed information about consumer attitudes toward a brand from social media sources such as Facebook and Twitter.

Which of the following is NOT an example of a digital marketing channel?

The term Big Data refers to the ________.

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. Marketers would most likely use this information for the data mining application of ________.

CRM and enterprise resource planning databases are examples of ________ sources of Big Data.

Which of the following is true about unstructured data?

Which of the following metrics would most likely be used to determine the profitability of a customer or customer segment?

What is the difference between the measures of cost-per-order and margin on sales?

Explain the function of the chief customer officer in a firm's executive team.

Big Data would most likely be measured in which of the following?

In a(n) ________, there is a two-way exchange of information between purchasing organizations.