DATA AI & COSTUMER EXPERIENCE

What is a Buyer Persona?

The archetype of the ideal customer, created through research, including intangible factors like motivations and attitudes.

What are the 3 stages of the Buyer's Journey?

• Awareness (realizing a problem)

• Consideration (defining problem/researching solutions)

• Decision (selecting a solution)

What is the "Frontstage" in the 5 Layers of Interaction?

The interactions visible to the customer, such as the website interface or employee greetings.

What is the "Backstage" in the 5 Layers of Interaction?

Internal support actions that are invisible to the customer.

What is a Service Blueprint?

An advanced integration tool that connects the Customer Experience (Frontstage) with Internal Processes (Backstage).

What is the main focus of Journey Mapping?

It focuses on the user's sequence of actions, tracking their thoughts and feelings at every step.

• What is Social Listening used for in the Customer Journey?

Analyzing sentiment and conversations to gauge brand perception during the Awareness stage.

What is the function of Recommendation Engines?

To suggest products to influence purchase during the Decision stage (e.g., Netflix, Amazon).

What is Churn Prediction?

An AI application used in Risk Management to identify at-risk customers before they cancel.

• What is Customer Experience (CX)?

• The sum of all interactions (cognitive, emotional, behavioral) a user has with a brand.

What characterizes Generative AI (GenAI)?

Unlike previous models that analyze data, GenAI creates new content (text, images) based on learned patterns.

What is Machine Learning (ML)?

A subset of AI where computers learn from data without explicit programming; highly effective for Structured Data.

What is Deep Learning essential for?

It is essential for processing Unstructured Data (images, natural language, speech) using artificial neural networks.

• What is "Structured Data"?

Tabular data (tables, databases) that Machine Learning handles effectively.

What is "Unstructured Data"?

Data like social posts, videos, and images, which makes up 80% of new info and requires Deep Learning.

What are the 3 Pillars of Marketing Data?

• Static (Personal identity)

• Relational (Transactional/what they bought)

• Dynamic (Behavioral/real-time interactions)

What question does Descriptive Analytics answer?

"What happened?" (Summarizes historical data).

What question does Diagnostic Analytics answer?

"Why did it happen?" (Explores correlations and causal factors).

What question does Predictive Analytics answer?

"What will happen?" (Uses ML to forecast outcomes).

What question does Prescriptive Analytics answer?

"What should we do?" (Suggests actions to maximize opportunity).

What is the role of a Data Scientist?

Connects with engineering to build models for Predictive and Prescriptive analytics.

What is the role of a Business Analyst?

To collect information and report on the current situation.

What does CRISP-DM stand for?

Cross Industry Standard Process for Data Mining.

What is the goal of the "Business Understanding" phase?

To define business objectives before touching data.

What occurs during the "Modeling" phase of CRISP-DM?

Applying algorithms and training models with past data to predict future results.

What are Supervised Algorithms used for?

They are used for predictive tasks when you have historical data with known outcomes (labels).

• What is Classification in Data Mining?

A Supervised technique to predict categorical outcomes (e.g., Will customer buy? Yes/No)

What is Regression in Data Mining?

A Supervised technique to predict numerical outcomes (e.g., forecasting sales volume).

• What are Unsupervised Algorithms used for?

To find hidden patterns in data without predefined labels (Descriptive).

What is Clustering?

An Unsupervised technique that groups objects with similar characteristics; essential for segmentation.

• What is Association Analysis (Market Basket)?

Identifies products that occur together (e.g., "If X, then likely Y"); used for cross-selling.

What is Programmatic Advertising?

Using Real-Time Bidding (RTB) to automate ad buying in milliseconds.

When is a Business Plan typically created?

During moments of discontinuity or disruption (e.g., startup launch, M&A, new market entry).

What are the 3 main functions of a Business Plan?

• Planning & Evaluation

• Communication

• Control & Monitoring

What is the primary interest of "Lenders" (Debt) vs. "Investors" (Equity)?

Lenders care about repayment capacity (interest); Investors care about share value and dividends (high risk/reward).

What is the "Garbage In – Garbage Out" principle?

The reliability of a plan depends on the quality of inputs: historical data, verified market data, and justified assumptions.

What is the function of the Executive Summary?

A 1-2 page synopsis of the entire document, critical for allowing readers to quickly grasp the project.

What is included in the Strategic Plan section?

External Analysis (STEEP, Porter's), Internal Analysis, and SWOT Analysis to define a Deliberate Strategy.

What is the Operating Plan?

• The section that translates strategy into day-to-day actions (staffing, facilities, supplier selection).

What is the difference between Economic and Financial planning?

Economic focuses on Profitability (Income Statement); Financial focuses on Sustainability/Survival (Cash Flow)