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

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 ________.

Using a CRM approach, customers are prioritized and communication is customized accordingly.

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship. It has found that customers who are married, are between the ages of 31 and 44, and have moved within the past year are its most profitable customer segment. By sending promotional offers to noncustomers who also fit this description, this catalog retailer has engaged in ________.

What are two ways the airline industry can benefit from the implementation of CRM systems? Explain your answer.

________ are techniques that use large quantities of data and variables to forecast specific future outcomes of marketing efforts.

Soundz, a marketer of high-end headphones, wants to better understand how consumers think and feel about its products. Which of the following would be the best tool to help the leadership at Soundz learn about consumer attitudes toward the brand?

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

To determine the ________, marketers need to know the total advertising costs and the total number of purchases made.

Analysts use ________ to comb through vast amounts of data to find hidden patterns and determine how to use those patterns.

Technology designed specifically for marketing analytics is referred to as mar-tech.

Through ________ pricing, a marketer pays for an advertisement based on how many times an advertisement appears on a webpage viewed by users.

Which of the following is true about unstructured data?

Which of the following statements about the lifetime value of a customer is true?

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

Identify any product or service. How can a marketer calculate the lifetime value of a customer relating to the purchase of this product or service? Explain your answer.

The Union Express website tracking a lost package is an example of CRM.

Through the data mining application of ________, marketers identify big-spending customers and target them for special offers that other customers won't receive.

Which of the following is true about marketing analytics?

Sora is a teenager who loves to shop for clothes. She has a points card from Trend Town, her favorite shop. Sora's card is scanned each time she makes a purchase at Trend Town, and the more she uses the card, the more special offers she receives from the shop. Managers at Trend Town are likely to use information from Sora's shopping for the purpose of customer acquisition.

In one-to-one marketing, the final step is to ________.