Question 1

In the second step of the 7-step marketing analytics process, a marketing analyst should

Accepted Answer

A)  identify where the data is stored. 
B)  question whether the problem the business is presenting is, in fact, the correct problem. 
C)  identify the target and predictor variables. 
D)  select the method to use based on the target variable and problem. 
A)  identify where the data is stored. 
B)  question whether the problem the business is presenting is, in fact, the correct problem. 
C)  identify the target and predictor variables. 
D)  select the method to use based on the target variable and problem. A

Question 2

Which of the following statements is true of supervised learning?

Accepted Answer

A)  In supervised learning, the target variable of interest is known. 
B)  The goal of supervised learning is to model the underlying structure and distribution in the data. 
C)  Supervised learning has no previously defined target variable. 
D)  Supervised learning is used to discover and confirm patterns in the data. 
A)  In supervised learning, the target variable of interest is known. 
B)  The goal of supervised learning is to model the underlying structure and distribution in the data. 
C)  Supervised learning has no previously defined target variable. 
D)  Supervised learning is used to discover and confirm patterns in the data. A

Question 3

Between 2004 and 2020, the Google Trends search volume for the term "HR analytics" has been consistently higher than that for the term "marketing analytics."

Accepted Answer

A) True 
 B)False  False

Question 4

In the context of modeling types, supervised learning is called classification when

Accepted Answer

A)  the target variable is continuous. 
B)  a testing dataset is used to evaluate the final selected algorithm. 
C)  the target variable is categorical. 
D)  an unlabeled dataset is used to develop an algorithm. 
A)  the target variable is continuous. 
B)  a testing dataset is used to evaluate the final selected algorithm. 
C)  the target variable is categorical. 
D)  an unlabeled dataset is used to develop an algorithm.

Question 5

Which of the following offers the ability to answer the question "What should happen?" in marketing analytics?

Accepted Answer

A)  data query 
B)  text recognition 
C)  forecasting 
D)  image recognition 
A)  data query 
B)  text recognition 
C)  forecasting 
D)  image recognition

Question 6

In supervised learning, the training dataset is used to

Accepted Answer

A)  select the model that most accurately predicts the target value of interest. 
B)  assess how well the algorithm developed using the validation dataset estimates the target variable. 
C)  build the algorithm and "learn" the relationship between the predictors and the target variable. 
D)  evaluate the final selected algorithm and see how well it performs. 
A)  select the model that most accurately predicts the target value of interest. 
B)  assess how well the algorithm developed using the validation dataset estimates the target variable. 
C)  build the algorithm and "learn" the relationship between the predictors and the target variable. 
D)  evaluate the final selected algorithm and see how well it performs.

Question 7

Which step of the 7-step marketing analytics process typically involves other key stakeholders such as information technology specialists, customer service representatives, or the sales team of an organization?

Accepted Answer

A)  model development 
B)  model and results communication 
C)  data preparation and feature selection 
D)  model deployment 
A)  model development 
B)  model and results communication 
C)  data preparation and feature selection 
D)  model deployment

Question 8

Which of the following businesses would most likely determine demand for its product/service based on the season and the type of technology employed by users?

Accepted Answer

A)  a travel services website 
B)  a matchmaking app 
C)  a medical information website 
D)  a food delivery mobile app 
A)  a travel services website 
B)  a matchmaking app 
C)  a medical information website 
D)  a food delivery mobile app

Question 9

Shop-o-maniac, an e-commerce website, is experiencing low website traffic. Based on the 7-step marketing analytics process, what should be the first step taken by the firm to develop a plan to increase its website traffic?

Accepted Answer

A)  data understanding and collection 
B)  business problem understanding 
C)  data preparation and feature selection 
D)  model development 
A)  data understanding and collection 
B)  business problem understanding 
C)  data preparation and feature selection 
D)  model development

Question 10

Which of the following is most helpful for a business designing a future statistics collection initiative?

Accepted Answer

A)  machine learning 
B)  secondary data 
C)  root-cause analysis 
D)  artificial intelligence 
A)  machine learning 
B)  secondary data 
C)  root-cause analysis 
D)  artificial intelligence

Question 11

In the context of questions that help identify a business problem, which of the following questions helps to determine the context of the problem?

Accepted Answer

A)  What do you think continues to drive this problem? 
B)  What divisions are impacted by this problem? 
C)  What is the current problem that needs solving? 
D)  What are the ethical implications of the analysis? 
A)  What do you think continues to drive this problem? 
B)  What divisions are impacted by this problem? 
C)  What is the current problem that needs solving? 
D)  What are the ethical implications of the analysis?

Question 12

In the context of determining the correct business problem, asking "What happened?" will help to determine the timeline of the problem.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following types of data can be easily accessed and analyzed when using descriptive, predictive, and prescriptive data analytics techniques?

Accepted Answer

A)  structured data 
B)  unstructured data 
C)  nominal data 
D)  categorical data 
A)  structured data 
B)  unstructured data 
C)  nominal data 
D)  categorical data

Question 14

Which of the following types of secondary data includes ZIP code data showing tax return information by state and ZIP code level?

Accepted Answer

A)  corporate information 
B)  mobile data 
C)  channel partners 
D)  government sources 
A)  corporate information 
B)  mobile data 
C)  channel partners 
D)  government sources

Question 15

In the modeling development step of the 7-step marketing analytics process, the developed algorithm is run on the validation dataset to determine how well it will predict the relevant target variable (dependent variable).

Accepted Answer

A) True 
 B)False

Question 16

In the context of modeling types, supervised learning is referred to as prediction when the

Accepted Answer

A)  target variable is continuous. 
B)  historical dataset is continuous. 
C)  historical dataset is categorical. 
D)  target variable is categorical. 
A)  target variable is continuous. 
B)  historical dataset is continuous. 
C)  historical dataset is categorical. 
D)  target variable is categorical.

Question 17

In supervised learning, the validation dataset is used to "learn" the relationship between the predictors and the target variable.

Accepted Answer

A) True 
 B)False

Question 18

Secondary data can be most helpful ________.

Accepted Answer

A)  in addressing specific marketing problems 
B)  in formulating ideas about how to ask the right questions 
C)  since it does not rely on existing data that has been collected for another purpose 
D)  in identifying customers that are unhappy 
A)  in addressing specific marketing problems 
B)  in formulating ideas about how to ask the right questions 
C)  since it does not rely on existing data that has been collected for another purpose 
D)  in identifying customers that are unhappy

Question 19

A lack of marketing analytics skills can leave a company in a situation described as "information rich but data poor."

Accepted Answer

A) True 
 B)False

Question 20

According to the survey by KDnuggets, which of the following is the top software used by companies for marketing analytics?

Accepted Answer

A)  Apache Spark 
B)  scikit-learn 
C)  Python 
D)  Tableau 
A)  Apache Spark 
B)  scikit-learn 
C)  Python 
D)  Tableau

In the second step of the 7-step marketing analytics process, a marketing analyst should

Which of the following statements is true of supervised learning?

Between 2004 and 2020, the Google Trends search volume for the term "HR analytics" has been consistently higher than that for the term "marketing analytics."

In the context of modeling types, supervised learning is called classification when

Which of the following offers the ability to answer the question "What should happen?" in marketing analytics?

In supervised learning, the training dataset is used to

Which step of the 7-step marketing analytics process typically involves other key stakeholders such as information technology specialists, customer service representatives, or the sales team of an organization?

Which of the following businesses would most likely determine demand for its product/service based on the season and the type of technology employed by users?

Shop-o-maniac, an e-commerce website, is experiencing low website traffic. Based on the 7-step marketing analytics process, what should be the first step taken by the firm to develop a plan to increase its website traffic?

Which of the following is most helpful for a business designing a future statistics collection initiative?

In the context of questions that help identify a business problem, which of the following questions helps to determine the context of the problem?

In the context of determining the correct business problem, asking "What happened?" will help to determine the timeline of the problem.

Which of the following types of data can be easily accessed and analyzed when using descriptive, predictive, and prescriptive data analytics techniques?

Which of the following types of secondary data includes ZIP code data showing tax return information by state and ZIP code level?

In the modeling development step of the 7-step marketing analytics process, the developed algorithm is run on the validation dataset to determine how well it will predict the relevant target variable (dependent variable).

In the context of modeling types, supervised learning is referred to as prediction when the

In supervised learning, the validation dataset is used to "learn" the relationship between the predictors and the target variable.

Secondary data can be most helpful ________.

A lack of marketing analytics skills can leave a company in a situation described as "information rich but data poor."

According to the survey by KDnuggets, which of the following is the top software used by companies for marketing analytics?

Data Management

Exploratory Data Analysis Using Cognitive Analytics

Data Visualization

Regression Analysis

Neural Networks

Automated Machine Learning

Cluster Analysis

Market Basket Analysis

Natural Language Processing - Text Mining and Sentiment Analysis

Social Network Analysis

Web Analytics

Filters

Exam 1: Introduction to Marketing Analytics

In the second step of the 7-step marketing analytics process, a marketing analyst should

Which of the following statements is true of supervised learning?

Between 2004 and 2020, the Google Trends search volume for the term "HR analytics" has been consistently higher than that for the term "marketing analytics."

In the context of modeling types, supervised learning is called classification when

Which of the following offers the ability to answer the question "What should happen?" in marketing analytics?

In supervised learning, the training dataset is used to

Which step of the 7-step marketing analytics process typically involves other key stakeholders such as information technology specialists, customer service representatives, or the sales team of an organization?

Which of the following businesses would most likely determine demand for its product/service based on the season and the type of technology employed by users?

Shop-o-maniac, an e-commerce website, is experiencing low website traffic. Based on the 7-step marketing analytics process, what should be the first step taken by the firm to develop a plan to increase its website traffic?

Which of the following is most helpful for a business designing a future statistics collection initiative?

In the context of questions that help identify a business problem, which of the following questions helps to determine the context of the problem?

In the context of determining the correct business problem, asking "What happened?" will help to determine the timeline of the problem.

Which of the following types of data can be easily accessed and analyzed when using descriptive, predictive, and prescriptive data analytics techniques?

Which of the following types of secondary data includes ZIP code data showing tax return information by state and ZIP code level?

In the modeling development step of the 7-step marketing analytics process, the developed algorithm is run on the validation dataset to determine how well it will predict the relevant target variable (dependent variable).

In the context of modeling types, supervised learning is referred to as prediction when the

In supervised learning, the validation dataset is used to "learn" the relationship between the predictors and the target variable.

Secondary data can be most helpful ________.

A lack of marketing analytics skills can leave a company in a situation described as "information rich but data poor."

According to the survey by KDnuggets, which of the following is the top software used by companies for marketing analytics?

Data Management

Exploratory Data Analysis Using Cognitive Analytics

Data Visualization

Regression Analysis

Neural Networks

Automated Machine Learning

Cluster Analysis

Market Basket Analysis

Natural Language Processing - Text Mining and Sentiment Analysis

Social Network Analysis

Web Analytics

Filters