MARKETING ANALYTICS EXAM

Focus mostly on Week 7 & 8

Week 7:

• Data is stored in spreadsheets.

• SQL ( Structered Query Language) - language used to interact with the database.

• Data integrity is ensured, can be accessed quickly, and easily shared.

SQL Script: a SQL script is a set of SQL commands saved as a file in SQL Scripts.

CREATE TABLE: Creates a new table in a database

DROP TABLE: Removes table in a database

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

LIMIT: Always the last part of a query

ORDER BY: Allows us to sort our results using the data. (Comes after SELECT and FROM statements and before LIMIT).

DESC: Comes after ORDER BY statement by largest

WHERE: Use symbols. Goes after FROM but before ORDER BY

LIKE: pulls rows with ‘me’ in text.

NOT: used with LIKE

Week 9:

Visualization: lets you see through the complexity of the data

Data interpreter: Data files are not always ready and might require extensive prep work.

NULLS: NULL mean that some empty cells in your data (select Null field and Ctrl-click, select exclude)

Week 10:

Geocoding:

• Process of converting textual addresses into geographic coordinates (latitude and longitude).

• Location Intelligence, Personalization, Efficiency, and Research & Policy is important of Geocoding.

Method & Tools of Geocoding:

• Geocoding services are specialized platforms that take textual addresses and convert them into geographic coordinates (essential for mapping and spati na access and geocoding requests.

Geographic hierarchies: are a structured system of levels or layers

Week 11

• The fundamental role of temporal aspects find datasets is to capture and represent the timing or sequencing of events, observations, or measurements over time.

Conditional Formatting for Time Analysis

• Conditional formatting enhances data visualization by applying formatting rules based on data values.

DATEDIF function finds the amount of time between two dates in excel.

Week 12:

Survival Analysis:

• Can be used to model the expected time-to-event.

• Is a powerful set of analytic techniques for understanding customers.

• Estimates how long it takes for a particular event to happen.

RFM: Recency, frequency, monetary is a powerful method to segment customers based on their transaction behaviour.

Understanding Customer Behaviour

• Behavioural Segmentation

• Sentiment Analysis

• Channel Preference

20% will be from Week 1 to 6

Week 1:

Big Data: refers to large datasets

7 V’s of Big Data

- Volume, variety, veracity. velocity, variability, visualization and value.

• Variety: increasing diversity of data generation

• Variability: rapid change

• Velocity: high speed

• Veracity: data reliability and accuracy

• Visualization: visual of data

• Value: data analysis

Data science: promotes taking information and knowledge from data

Business Intelligence: systems and applications for collecting and analyzing data

Business Analytics: techniques, technologies that are used to analyze business data

Data analysis: process of respecting data

Big data analysis: advanced analytic techniques

Categories of Data Analyics

• Descriptive, Diagonostic, Predictive, Prescriptive

Week 2:

Pattern recognition:

• A pattern is a design or a model

• Patterns can be

  • Temporal

  • Spatial

  • Funtional

Data Processing Chain

• Data, Data Base, Data Warehouse, Data Mining, Data Visualization

Data Mining Techniques

Supervised Learning: works with labelled data

Unsupervised Learning: works with unlabelled data

• What is a query

A question, especially one addressed to an official or organization.

API: Applixation programming interface