MKT Analytics Midterm

In a recent IBM global survey, over 700 chief
marketing officers revealed their top priorities for
marketing. Which of the following is one of those
priorities?

increase digital acumen

Which is least likely to be an example of unstructured data?

spreadsheet

Which is least likely to be an objective for analytics?

qualitative reasoning

Which is most false about unstructured data?

fits a relational data model

In which of the following competing implementations of Structured Query Language can data be stored before it is structured?

oracle

microsoft sql server

MySQL

None of the above

which of the following studies ways of implementing a strategy based on insights from prior analytics?

prescriptive analytics

what are the three steps of getting data ready?

clean, structure, and integrate

what are the three legs of marketing analytics?

data, analytics, and visualization

marketing analytics is?

the use of data to gain insights from data to maximize marketing outcomes

cleaning data includes dealing with data that are:

incomplete, outliers, or inconsistent

what is a programming language?

a formal set of instructions that can be used to produce various kinds of output

what is a programming tool?

a software package that allows the execution of programming code

which of the following is RStudio?

a programming tool

Which of the following is an example of a non-programming tool for data analysis?

JMP

What does open source mean?

developed by and for the community and available for free

what is an advantage of R?

designed for data analytics

which is an advantage of Python?

integrates well with developing websites and mobile apps

which of the following is not a programming language important for marketing analytics?

RStudio

Which is not a tab in the RStudio environment?

Output

what is an integer?

variable that contains numbers without decimal points

what is data scraping?

computer programmed extraction of information from websites or reports

Transforming all instances of the words (run, runs, ran, running) to (run) is known as which of the following?

stemming

which of the following is a search volume?

google trends

which of the following is not a social listening tool?

instagram stories insights (ISI)

tweetreach focuses on which kind of post?

text

what is the range of the google trend index?

0-100 indexed from low to high, respectively?

data provided by from the county is of which type?

public

data comes in what form?

words

numbers

pictures

all of the above

the legal and legitimate uses of data scraping focus primarily on scraping from?

public websites

which of the following is not a web scraping application?

ScrapaRse

cluster analysis is which of the following?

a technique for grouping people so that those in the same group are more like one another compared with those in other groups

which segmentation type is the best predictor of future outcomes?

behavioral segmentation

a centroid is which of the following?

center of mass of a geometric object of uniform density

which is true about differentiated targeting?

the firm targets each of the potential segments it discovers with a different marketing mix

segmenting people by their feelings about a product category would be an example of which type of segmentation?

psychographic segmentation

what is a dendrogram?

a diagram illustrating a hierarchy of clusters

which of the following statements is false?

hierarchical clustering is a type of K-means cluster

which is not true about Euclidean distance?

Euclidean distance is an integral part of hierarchical clustering

which is true about positioning?

emphasizes serving a specific market segment by achieving a certain position in buyers minds

which is the third step of the six steps to implementing STP?

develop measures of segment attractiveness

what is the definition of marketing analytics?

the use of data to maximize marketing outcomes

which of the following is not a typical characteristic of unstructured data?

easily searchable with clearly defined patterns

what are spreadsheet tools primarily used for in marketing analytics?

structuring, transforming, analyzing, and storing data in rows and columns

what is the primary aim of implementing STP (segmentations, targeting, and positioning)?

to satisfy different market segments with distinct marketing mixes

what is identified as a key reason why firms should use data over intuition for marketing decision making?

people are limited and biased information processors

which of the following is an example of structured data format?

spreadsheets

what is the process of solving data related problems using executable computer algorithms defined as?

statistical programming

what is the function of social listening tools in marketing analytics?

to extract consumer data from various social media networks

in cluster analysis, what principle guides the grouping of objects?

maximizing the between cluster variance while minimizing the within cluster variance

what is the focus of web analytics?

the analysis of website traffic for marketing purposes

what is the common method for visually determining the appropriate number of clusters in K-means clustering?

using a screen plot and elbow method

what is the term for data collected for a purpose other than solving the current problem?

secondary data

which of the following is a crucial step in preparing data for marketing analytics?

data cleaning to handle incomplete, noisy, and inconsistent data

which type of social listening tool is exemplified by hootsuite, allowing connection to multiple platforms?

multi-platform social listening tool

what is the first step in implementing STP using data?

identify the main segments in your data

combining data from relational databases and data management platforms is known as:

data integration

R and Python are highlighted as what type of tools for data analytics?

open source programming languages

what does content analysis primarily involve?

studying digital text, photos, audio, or visual formats to understand customers

what is the role of a similarity measure, such as Euclidean distance, in cluster analysis?

to group similar objects together and separate dissimilar ones

which of the following is not identified as a core component of marketing analytics?

managerial experience

what is the potential problem with using secondary data regarding “fit”?

inappropriate level of aggregation (time, company, region)

what is a software package that allows for the execution of a programming language called?

programming tool

which of the following is an example of a native social listening tool?

facebook audience insights

what is the purpose of developing measures of segment attractiveness in the STP process?

to determine which segments are most profitable and reachable

after data is collected what is the nest crucial step in suing it for marketing analytics?

data storage and managements

what is a set of related functions written in R programming code and made publicly available known as?

R Package

What is the function of search volume data tools like Google Trends?

to show the popularity of specific topics based on search queries

in hierarchical clustering, what is a tree-like diagram used to visualize the process and relationships between data points called?

dendrogram

what is the term for data that does not fit in a relational data model with rows and columns?

unstructured data

what is the primary goal of data cleaning in marketing analytics?

to ensure quality data for reliable analysis and decision making

which of the following is an advantage of using R for marketing analytics?

built in ways to professionally visualize data

what does the term tokenization refer to in text mining?

decomposing a text document into distinct pieces or words

grouping customers based on how often they purchase a product is an example of?

behavioral segmentation

what is the primary benefit of data visualization in marketing analytics?

to help people understand information quickly and easily

which of the following is a potential disadvantage of secondary data?

problems of accuracy and uncertainty about collection methods

which of the following is a statistical programming language commonly used in marketing analytics?

Python

what is data scraping primarily used for in the context of web data?

extracting information from websites or computer screens

what is the goal of positioning in the STP framework?

to achieve a certain position in buyers minds within a specific market segment

which of the following is a key advantage of python for data analytics?

its flexibility allows integration with web or mobile apps

what is the first step in standard text analytics data preparation pipeline after obtaining text data?

tokenize

when a firm targets each potential segment with a different marketing mix, this is known as?

differentiated marketing

what is the importance of understanding variable types (like characters, integer, numeric, logical) in marketing analytics?

it is crucial for selecting appropriate analysis techniques

what is a common disadvantage of hierarchical clustering especially with large datasets?

it can be time consuming with large datasets

what is the primary function of Google Trends?

to index and display search interest for specific terms over time

which of the following is a benefit of using primary data?

it is collected specifically to address a particular research objective

what is the purpose of data integration in the context of marketing analytics?

to combine data from multiple sources for a more comprehensive view

which of the following is a considered a foundational marketing analytics tool?

programming tools like R and Python

what is the main goal of social listening?

to understand consumer opinions and gather data directly from the source?

In k-means clustering what does a centroid represent?

the center of mass of a cluster

when a firm commits all its marketing resources to serve a single market segment, this strategy is called?

concentrated marketing