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

A real estate company places ads on a local newspaper's website. The real estate company pays the newspaper based on how many times readers of the newspaper's website select the ads and enter the real estate company's website. This is an example of ________ pricing.

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship. It has found that customers who are single, between the ages of 22 and 35, and have no children are its least profitable customer segment. By severely reducing the number of communications and promotional offers sent to this segment, this catalog retailer has engaged in ________.

Through its CRM program, an online clothing company records information about each time a customer makes a purchase or clicks on a link through an email or an online advertisement. These interactions are examples of ________.

Through ________, a firm tries to guarantee that its brand will appear at or near the top of lists of typical search phrases related to its business.

John Wanamaker, a famous retailer from the late 1800s, is credited with saying "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." Explain the marketing issue highlighted by this quote and how marketing analytics affects this issue.

Walgreens customers can sign up for the Balance Rewards program, entering a member number or using a member card every time they make a Walgreens purchase in order to receive discounts and build up points that can be redeemed for rewards. Information that Walgreens collects through these purchases is best described as ________.

The ________ is the potential profit generated by a single customer's purchase of a firm's products over the customer's lifetime.

The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to analyze ________ retrieved from social media posts related to weight lifting.

In her work at Powered Solutions, Angelica helps business clients identify, organize, and analyze data from social media sources, internal CRM databases, commercial entity sources, and government sources. Angelica would best be described as a(n) ________.

Big Data would most likely be measured in which of the following?