Exam 5: CRM, Big Data, and Marketing Analytics

Which of the following is one of the basic elements that should be considered in making investment decisions in marketing?

Data in a spreadsheet is considered unstructured data.

The Juice and Java company uses information from customers who write on its Twitter feed about its products. This is an example of a(n) ________ touchpoint.

Compare and contrast the four key types of marketing analytics: descriptive, diagnostic, predictive, and prescriptive.

The marketing ________ is a comprehensive system providing managers with up-to-the-minute information, including data such as actual sales versus forecast and progress on marketing plan objectives.

Investment decisions in marketing must consider the following elements EXCEPT ________.

When a customer willingly gives a company sensitive information, such as a social security number, the company is not responsible for the security of this information.

To maximize the use of touchpoints, a firm needs to do all of the following EXCEPT________.

________ relates to the amount of data produced, which is generally measured in bytes, given the digital media in which data is most commonly stored.

An approach using ________ analytics utilizes data to make predictions about future marketing outcomes of interest.

To compete in today's market, how often should firms focus on marketing planning so that managers and executives have the core information about progress toward relevant goals and metrics at their fingertips?

The four Vs of Big Data are volume, velocity, variety, and visibility.

Customer touch points and data mining are related to which element of the process cycle for customer relationship management?

What is NOT an element of a great marketing dashboard?

Taking a dashboard approach to marketing metrics goes a long way toward enabling successful marketing planning. However, several potential pitfalls exist in its execution, such as ________.

________ is an analytic method that identifies which products or services to recommend based on a determination of how similar a product or service seems to be to those that the customer has demonstrated a preference for in the past, or is currently considering.

A marketing dashboard uses graphical representations of crucial metrics in ways that begin to show, often for the first time, the direct, understandable links between marketing initiatives and ________.

The expectation is that ROMI and other metrics of marketing performance will begin to decrease in use, as firms attempt to better quantify marketing's contribution to various dimensions of organizational success.

When Target had a data breach that resulted in the loss of the personal information of 40 million customers, it ________.

A potential pitfall in marketing dashboards is that a company becomes too focused on tactical measures that may overshadow measures of ________.