Deck 5: Predictive Analytics II: Text, web, and Social Media Analytics

Question 1

In the Tito's Vodka case study,trends in cocktails were studied to create a quarterly recipe for customers.

Answer 1

True

Question 2

In the Wimbledon case study,designers balanced the needs of mobile and desktop computer users.

Answer 2

True

Question 3

In the car insurance case study,text mining was used to identify auto features that caused injuries.

Answer 3

False

Question 4

Search engines are only used in the context of the World Wide Web (WWW).

Question 5

Categorization and clustering of documents during text mining differ only in the preselection of categories.

Question 6

In sentiment analysis,it is hard to classify some subjects such as news as good or bad,but easier to classify others,e.g.,movie reviews,in the same way.

Question 7

Consistent high quality,higher publishing frequency,and longer time lag are all attributes of industrial publishing when compared to Web publishing.

Question 8

Since little can be done about visitor Web site abandonment rates,organizations have to focus their efforts on increasing the number of new visitors.

Question 9

In sentiment analysis,sentiment suggests a transient,temporary opinion reflective of one's feelings.

Question 10

Descriptive analytics for social media feature such items as your followers as well as the content in online conversations that help you to identify themes and sentiments.

Question 11

Web-based media has nearly identical cost and scale structures as traditional media.

Question 12

Text analytics is the subset of text mining that handles information retrieval and extraction,plus data mining.

Question 13

In the evolution of social media user engagement,the largest recent change is the growth of creators.

Question 14

Clickstream analysis does not need users to enter their perceptions of the Web site or other feedback directly to be useful in determining their preferences.

Question 15

Articles and auxiliary verbs are assigned little value in text mining and are usually filtered out.

Question 16

Regional accents present challenges for natural language processing.

Question 17

Current use of sentiment analysis in voice of the customer applications allows companies to change their products or services in real time in response to customer sentiment.

Question 18

In text mining,if an association between two concepts has 7% support,it means that 7% of the documents had both concepts represented in the same document.

Question 19

Companies understand that when their product goes "viral," the content of the online conversations about their product does not matter,only the volume of conversations.

Question 20

Search engine optimization (SEO)techniques play a minor role in a Web site's search ranking because only well-written content matters.

Question 21

In sentiment analysis,which of the following is an implicit opinion?

A)The hotel we stayed in was terrible.
B)The customer service I got for my TV was laughable.
C)The cruise we went on last summer was a disaster.
D)Our new mayor is great for the city.

Question 22

All of the following are challenges associated with natural language processing EXCEPT

A)dividing up a text into individual words in English.
B)understanding the context in which something is said.
C)distinguishing between words that have more than one meaning.
D)recognizing typographical or grammatical errors in texts.

Question 23

What do voice of the market (VOM)applications of sentiment analysis do?

A)They examine customer sentiment at the aggregate level.
B)They examine employee sentiment in the organization.
C)They examine the stock market for trends.
D)They examine the "market of ideas" in politics.

Question 24

In the Wimbledon case study,the tournament used data for each match in real time to highlight

A)winners and losers.
B)player histories.
C)significant events.
D)advertiser content.

Question 25

Which of the following statements about Web site conversion statistics is FALSE?

A)Web site visitors can be classed as either new or returning.
B)Visitors who begin a purchase on most Web sites must complete it.
C)The conversion rate is the number of people who take action divided by the number of visitors.
D)Analyzing exit rates can tell you why visitors left your Web site.

Question 26

Search engine optimization (SEO)is a means by which

A)Web site developers can negotiate better deals for paid ads.
B)Web site developers can increase Web site search rankings.
C)Web site developers index their Web sites for search engines.
D)Web site developers optimize the artistic features of their Web sites.

Question 27

What types of documents are BEST suited to semantic labeling and aggregation to determine sentiment orientation?

A)medium- to large-sized documents
B)small- to medium-sized documents
C)large-sized documents
D)collections of documents

Question 28

In text mining,tokenizing is the process of

A)categorizing a block of text in a sentence.
B)reducing multiple words to their base or root.
C)transforming the term-by-document matrix to a manageable size.
D)creating new branches or stems of recorded paragraphs.

Question 29

What is one major way in which Web-based social media differs from traditional publishing media?

A)Most Web-based media are operated by the government and large firms.
B)They use different languages of publication.
C)They have different costs to own and operate.
D)Web-based media have a narrower range of quality.

Question 30

In text analysis,what is a lexicon?

A)a catalog of words,their synonyms,and their meanings
B)a catalog of customers,their words,and phrases
C)a catalog of letters,words,phrases,and sentences
D)a catalog of customers,products,words,and phrases

Question 31

Natural language processing (NLP)is associated with which of the following areas?

A)text mining
B)artificial intelligence
C)computational linguistics
D)all of these

Question 32

Breaking up a Web page into its components to identify worthy words/terms and indexing them using a set of rules is called

A)preprocessing the documents.
B)document analysis.
C)creating the term-by-document matrix.
D)parsing the documents.

Question 33

What are the two main types of Web analytics?

A)old-school and new-school Web analytics
B)Bing and Google Web analytics
C)off-site and on-site Web analytics
D)data-based and subjective Web analytics

Question 34

What does Web content mining involve?

A)analyzing the universal resource locator in Web pages
B)analyzing the unstructured content of Web pages
C)analyzing the pattern of visits to a Web site
D)analyzing the PageRank and other metadata of a Web page

Question 35

Sentiment analysis projects require a lexicon for use.If a project in English is undertaken,you must generally make sure to

A)use only the single,approved English lexicon.
B)use any general English lexicon.
C)use an English lexicon appropriate to the project at your discretion.
D)create an English lexicon for the project.

Question 36

In the opening vignette,the architectural system that supported Watson used all the following elements EXCEPT

A)massive parallelism to enable simultaneous consideration of multiple hypotheses.
B)an underlying confidence subsystem that ranks and integrates answers.
C)a core engine that could operate seamlessly in another domain without changes.
D)integration of shallow and deep knowledge.

Question 37

In the research literature case study,the researchers analyzing academic papers extracted information from which source?

A)the paper abstract
B)the paper keywords
C)the main body of the paper
D)the paper references

Question 38

Understanding which keywords your users enter to reach your Web site through a search engine can help you understand

A)the hardware your Web site is running on.
B)the type of Web browser being used by your Web site visitors.
C)most of your Web site visitors' wants and needs.
D)how well visitors understand your products.

Question 39

Web site usability may be rated poor if

A)the average number of page views on your Web site is large.
B)the time spent on your Web site is long.
C)Web site visitors download few of your offered PDFs and videos.
D)users fail to click on all pages equally.

Question 40

What does advanced analytics for social media do?

A)It helps identify your followers.
B)It identifies links between groups.
C)It examines the content of online conversations.
D)It identifies the biggest sources of influence online.

Question 41

A(n)________ is one or more Web pages that provide a collection of links to authoritative Web pages.

Question 42

In the Mining for Lies case study,a text based deception-detection method used by Fuller and others in 2008 was based on a process known as ________,which relies on elements of data and text mining techniques.

Question 43

________ Web analytics refers to measurement and analysis of data relating to your company that takes place outside your Web site.

Question 44

In the Tito's Vodka case,it was important that social media users all had a(n)________ brand experience.

Question 45

Web ________ are used to automatically read through the contents of Web sites.

Question 46

Web pages contain both unstructured information and ________,which are connections to other Web pages.

Question 47

________ statistics help you understand whether your specific marketing objective for a Web page is being achieved.

Question 48

When a word has more than one meaning,selecting the meaning that makes the most sense can only be accomplished by taking into account the context within which the word is used.This concept is known as ________.

Question 49

IBM's Watson utilizes a massively parallel,text mining-focused,probabilistic evidence-based computational architecture called ________.

Question 50

In the Lotte.com retail case,the company deployed SAS for Customer Experience Analytics to better understand the quality of customer traffic on their Web site,classify order rates,and see which ________ had the most visitors.

Question 51

________ is a technique used to detect favorable and unfavorable opinions toward specific products and services using large numbers of textual data sources.

Question 52

________ is a segmentation metric for social networks that measures the strength of the bonds between actors in a social network.

Question 53

A(n)________ Web site contains links that send traffic directly to your Web site.

Question 54

________,also called homonyms,are syntactically identical words with different meanings.

Question 55

When viewed as a binary feature,________ classification is the binary classification task of labeling an opinionated document as expressing either an overall positive or an overall negative opinion.

Question 56

At a very high level,the text mining process can be broken down into three consecutive tasks,the first of which is to establish the ________.

Question 57

Because the term document matrix is often very large and rather sparse,an important optimization step is to reduce the ________ of the matrix.

Question 58

________ is mostly driven by sentiment analysis and is a key element of customer experience management initiatives,where the goal is to create an intimate relationship with the customer.

Question 59

________ is a connections metric for social networks that measures the ties that actors in a network have with others that are geographically close.

Question 60

A(n)________ engine is a software program that searches for Web sites or files based on keywords.

Question 61

Describe the query-specific clustering method as it relates to clustering.

Question 62

In the security domain,one of the largest and most prominent text mining applications is the highly classified ECHELON surveillance system.What is ECHELON assumed to be capable of doing?

Question 63

What is search engine optimization (SEO)and why is it important for organizations that own Web sites?

Question 64

What are the three categories of social media analytics technologies and what do they do?

Question 65

In what ways does the Web pose great challenges for effective and efficient knowledge discovery through data mining?

Question 66

Natural language processing (NLP),a subfield of artificial intelligence and computational linguistics,is an important component of text mining.What is the definition of NLP?

Question 67

What is the difference between white hat and black hat SEO activities?

Question 68

Identify,with a brief description,each of the four steps in the sentiment analysis process.

Question 69

How would you describe information extraction in text mining?

Question 70

Why are the users' page views and time spent on your Web site important metrics?