Exam 5: CRM, Big Data, and Marketing Analytics

One potential pitfall of using a dashboard approach to marketing metrics is not insuring that senior management believe in and understand the dashboard.

Kalea works for a large global corporation. Her job is to conduct market analyses and manage the computational costs associated with them. Kalea is MOST likely a(n) ________.

There are six key sources of Big Data that capture data on both potential and current customers to yield actionable insights. Name three of them and give an example of each.

When your boss, Fernando, says that you need a ROMI of 5.0, he is describing the ________ for the marketing investment.

There are times when marketers forget that marketing is not just a department, and they fail to market the dashboard to ________.

Ichiro is a marketing manager at a consumer products company. Ichiro's company has started selling consumer information to other sources without informing its customers that it is doing so. This is referred to as the ________ of CRM.

Big Data from ________, such as Cartwheel from Target, can be used to assist customers in finding in-store deals and provides opportunities for retailers to maximize the value of in-store shopping experiences.

What type of marketing analytics is being used when data is used from likes for posts on Facebook?

After staying in a boutique hotel in Chicago, Marissa posted a picture on her Facebook feed and described how fabulous it was. This kind of information is considered ________ data.

Positioning customer relationship management (CRM) as a comprehensive business model provides the impetus for top management to properly support it over the long run.

________ is a major source of data generation that will continue to grow in importance as more people rely on the Internet.

________ data contains some elements of structure that make it easier for machines to understand its organization, but still contains parts that do not possess an appropriate level of structure to make them readily analyzable by automated means for knowledge creation.

It has been demonstrated for some products that exposure to television advertisements influences the number of brand-specific keyword searches conducted online by customers. In this instance, the conclusion drawn is based on attribution.

Cross-promotional opportunities are a benefit of collecting data from mobile apps.

What is one of the three major objectives of customer relationship management?

Which of the following major objectives of customer relationship management relates to increased individual customer margins, while offering the right products at the right time?

When you complete a form online with your name, address, and credit card information in order to make a purchase, you are giving the company ________ data that can populate a relational database or spreadsheet.

Data mining helps in segmenting customers in order to target key markets.

A POS system is in use when you go to a grocery store and your transaction is collected at the cash register so companies can analyze your purchase behavior.

When Keung received the report from the interns who conducted surveys in the mall, he was concerned that they were not properly trained because the data did not match any of his other research. Keung was primarily concerned with the ________ of the data.