MARKETING ANALYTICS EXAM

What is SQL (Structured Query Language)?

A language used to interact with databases.

Fill in the blank: SQL __________ is a set of SQL commands saved as a file.

script

What does the CREATE TABLE command do?

Creates a new table in a database.

Fill in the blank: The command __________ removes a table in a database.

DROP TABLE

What is the purpose of the SELECT command in SQL?

Allows you to read data and display it; this is called a query.

Fill in the blank: The __________ part of a SQL query always comes last.

LIMIT

What does the ORDER BY clause do in SQL?

Allows us to sort our results using the data.

Fill in the blank: To sort results by largest, you would use __________ after ORDER BY.

DESC

Where does the WHERE clause appear in a SQL statement?

After FROM but before ORDER BY.

Fill in the blank: The SQL operator __________ pulls rows with 'me' in text.

LIKE

What does a NULL value indicate in a dataset?

Some empty cells exist in your data.

What is geocoding?

The process of converting textual addresses into geographic coordinates.

What is required before using geocoding services?

An API Key for accessing advanced features.

What is the purpose of the DATEDIF function in Excel?

Finds the amount of time between two dates.

Survival Analysis is used to model what aspect of events?

The expected time-to-event.

What does RFM stand for in customer segmentation?

Recency, Frequency, Monetary.

What are the 7 V's of Big Data?

Volume, Variety, Veracity, Velocity, Variability, Visualization, Value.

What differentiates supervized learning from unsupervised learning in data mining?

Supervised learning works with labeled data, while unsupervised learning works with unlabeled data.

Fill in the blank: Business Intelligence refers to systems and applications for __________.

collecting and analyzing data.

Define Data Processing Chain.

Data, Database, Data Warehouse, Data Mining, Data Visualization.

What is the role of temporal aspects in datasets?

To capture and represent the timing or sequencing of events over time.

What does Conditional Formatting do for time analysis?

Enhances data visualization by applying formatting rules based on data values.

Fill in the blank: Understanding customer behavior includes __________ analysis.

Sentiment