CAPSTONE - Chapter 5 Quiz

_______Blank relates to the amount of data produced, which is generally measured in bytes, given the digital media in which data is most commonly stored.

volume

ROBI stands for return on ________Blank investment.

brand

Which major objective of customer relationship management relates to increased individual customer margins, while offering the right products at the right time?

customer profitability

Taking a dashboard approach to marketing metrics goes a long way toward enabling successful marketing planning. However, several potential pitfalls exist in its execution, such as

forgetting to market the dashboard internally.

In some cases, a marketing dashboard can overly rely on ________Blank, putting the focus on what you already know.

inside-out measurement

In the CRM process cycle, ________Blank is the process of analyzing the customer information acquired through various customer touchpoints.

knowledge discovery

An outdoor clothing company is just starting to conduct analyses on new data. Which approach would be the appropriate first step before employing more complex analyses?

prescriptive analytics

________Blank relates to the reliability and validity of the data.

veracity

A marketing manager has created a promotional program in which all potential customers receive the same message. Which level of granularity in personalization is being used?

mass

Customer loyalty is defined as

the degree to which an individual will resist switching from one offering to another.

When Lark joined her company as CEO, she instituted an organization-wide focus on understanding the requirements of customers, making sure that everyone in the organization understood the customer marketplace. Lark was practicing

a customer orientation.

One of the problems with ROMI is that it often focuses on ________Blank rather than looking at the effects or changes in brand equity.

short-term tactical perspective

What type of marketing analytics is being used when data is used from likes for posts on Facebook?

social media analytics

________Blank refers to the ever-increasing quantity and complexity of data that is continuously being produced by various technological sources.

Big Data

________Blank is an analytic method that identifies which products or services to recommend based on a determination of how similar a product or service seems to be to those that the customer has demonstrated a preference for in the past, or is currently considering.

Content filtering

Shanda, a new marketing manager, was excited to use the new marketing dashboard. She included marketing objectives, multiple metrics measuring financial impact and forecasting results, and the competencies of the marketing team. She showed the whole marketing department her work and they praised her efforts. What did Shanda fail to do?

Share the dashboard with other key stakeholders.

Hideki is a marketing manager at a consumer products company. Hideki's company has started selling consumer information to other sources without informing its customers that it is doing so. This is referred to as the ________Blank of CRM.

dark side

Jonathon was tasked with several marketing research problems, so he decided to access relevant information in relational databases and in company spreadsheets. Jonathon was using ________Blank data to aid in decision making.

structured

Fernando has a sales meeting coming up and he needs to know sales figures by product and by region as quickly as possible so he can direct his managers on their presentations. Fernando needs the ________Blank characteristic of Big Data.

velocity

Bill felt that the focus groups did not give him enough quantitative information to make a decision, so he directed his managers to conduct surveys online and look for secondary research. Which characteristic of Big Data is Bill trying to achieve?

volume