Exam 5: CRM, Big Data, and Marketing Analytics

Of the four marketing analytics approaches, diagnostic analytics is the most complex.

Customer satisfaction is defined as ________.

Personalization can be achieved at three possible levels of granularity: individual, segment, and ________.

A(n) ________ is a person's belief that understanding and satisfying customers, whether internal or external to the organization, is central to the proper execution of his or her job.

________ relates to the reliability and validity of the data.

What is one of the four elements of the process cycle for customer relationship management?

When Lucifer joined his company as CEO, he instituted an organization-wide focus on understanding the requirements of customers, making sure that everyone in the organization understood the customer marketplace. Lucifer was practicing ________.

Which phase of the process cycle for customer relationship management represents the actual implementation of the customer strategies and programs?

Jeremiah wants to find out if the new advertising campaign is positively impacting sales. He is likely to use diagnostic analytics.

One major objective of CRM is customer replacement.

Describe the four elements of the CRM process cycle.

About the only thing you know for certain about your first version of a marketing dashboard is that it will likely look the same in a year or two.

Customer relationship management (CRM) is considered critical largely because of ________.

________ refers to the ever-increasing quantity and complexity of data that is continuously being produced by various technological sources.

What is Big Data? How is it relevant to marketing? Describe the four Vs of Big Data.

________ means that structure, processes and tools, and managerial knowledge and commitment are formally established in support of the culture.

In some cases, a marketing dashboard can overly rely on ________, putting the focus on what you already know.

One of the benefits of a marketing dashboard is that it fosters a(n) ________ organization that values fact-based, logical decision making.

Marketing analytics is a new concept brought about by the increased use of mobile phones.

An approach using ________ analytics involves determining the optimal level of marketing-relevant factors for a specific context by considering how adjusting their levels in varying ways will impact different marketing outcomes.