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

The method of emotion analysis provides more detailed and accurate information than the method of sentiment analysis.

Marketers use the metric of ________ to see how engaging a website is to visitors in terms of the extent to which visitors explore it.

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

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank. To do this, the bank looked at revenues and expenses from each of its financial products, including loans and credit card usage. To identify and then analyze this information, the bank utilized the MIS analysis technique called ________.

Explain how a firm benefits from customers who make multiple purchases versus customers who make just one purchase.

Which of the following is the most accurate comparison of structured and unstructured data?

CRM programs are used by e-commerce firms, but not by brick-and-mortar firms.

It is just as expensive for a company to retain good customers as it is to acquire customers.

CRM stands for ________.

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship. Through ________, it has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables, fax machines, and decorative products but are no more likely to buy jewelry or footwear.

Marketers use the metric of ________ to understand where web traffic is coming from and which marketing investments are generating enough interest in users to get them to follow a link to a product webpage.

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. The firm that makes Scrambler is best described as a(n) ________.

Cost per impression advertising is typically more expensive than cost per click advertising.

________ are put in place to identify deviations in expected performance of marketing efforts.

Every action you take online leaves a digital imprint, data that can be used to create valuable insights into consumer behavior.

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

________ is a term that refers to a system in which everyday objects are able to communicate information throughout an interconnected system.

Soundz, a marketer of high-end headphones, wants to identify new markets in Asia with high potential for growth and dense pockets of consumers with growing incomes. Which of the following would be the best source of data to help the leadership at Soundz decide which new markets present the best opportunities?

CRM firms focus on increasing their share of ________, not share of market.

Conversion rate is an example of ________.