chapter 5 quiz

​_____ searches through​ multiple, disparate data sources in order to discover hidden insights that will provide a competitive advantage. A. A data scientist B. Web scraping C. Sentiment analysis D. Data mining E. A data broke

A data scientist

How do firms measure the amount of profit they expect to make from a specific customer based on purchases made over​ time? A. Customer lifetime value B. Customer prioritization C. Discount rate D. Sentiment analysis E. Consumer equity

A. Customer lifetime value

How can Big Data be used to yield a greater return on investment on marketing​ efforts? A. By increasing the use of the Internet of Things B. By increasing commercial entity sources C. By identifying new opportunities through analytics D. By tracking government and nongovernmental sources E. By engaging in web scraping

By identifying new opportunities through analytics

How do firms compare the number of customers lost at the end of one period of time to the number of customers they retained in the same period of​ time? A. Predictive analytics B. Churn rate C. ​Cost-per-order D. Conversion rate E. Margin on sales

Churn rate

_____ is the percentage of a​ company's customers​ (for a given span of​ time) who by the end of that time span can no longer be considered customers of the company​ (e.g., because they have cancelled their contract for a service or they have stopped shopping at the related retail​ location). A. Cost per click B. Conversion C. Return on investment​ (ROI) D. Churn rate E. Cost per order

Churn rate

_ is a marketing metric that indicates the percentage of website users who have decided to click on an advertisement in order to visit the website or web page associated with it. A. Cost per order B. ​Click-through C. Cost per impression D. Conversion E. Cost per click

Click-through

Which of the following Big Data sources refers to a firm that collects data in large quantities and sells it to organizations that can derive value from​ them? A. Corporate information technology sources B. Partner database sources C. Government and NGO sources D. Commercial entity sources E. Social media sources

Commercial entity sources

Which of the following improves​ one-to-one marketing by allowing the firm to tailor the value proposition based on each​ customer's unique wants or​ needs? A. Marketing automation B. Lifetime value C. Customer equity D. Share of customer systems E. Customer relationship management programs

Customer relationship management programs

Which of the following refers to a systematic tracking of​ consumers' preferences and behaviors over time in order to tailor the value proposition as closely as possible to each​ individual's unique wants and​ needs? A. Share of customer B. Customer relationship management​ (CRM) .C. Customer equity D. ​One-to-one marketing E. Touchpoin

Customer relationship management​ (CRM)

____ is a systematic tracking of​ consumers' preferences and behaviors over time in order to tailor the value proposition as closely as possible to each​ individual's unique wants and needs. CRM allows firms to talk to individual customers and to adjust elements of their marketing programs in light of how each customer reacts. A. ​One-to-one marketing B. Customer equity C. Share of customer D. Touchpoint E. Customer relationship management​ (CRM)

Customer relationship management​ (CRM)

Which of the following is the process of finding trends and usable patterns of behavior in data provided by marketing information​ systems? A. Web scraping B. Channel partner modeling C. Data mining D. Sentiment analysis mining E. Scanner data modeling

Data mining

Which of the following refers to sophisticated analysis techniques to take advantage of the massive amount of transaction information now​ available? A. Data mining .B. Web scraping C. Reality mining D. Structured Data E. Unstructured data

Data mining

Which of the following allow marketers to understand what marketing communications directly influence current and potential​ customers? A. Search engine optimization B. Landing pages C. ​Cost-per-click advertising D. Predictive analytics E. Digital marketing channels

Digital marketing channels

Which of the following refers to a group of technologies and processes that enables marketers to​ collect, measure,​ analyze, and assess the effectiveness of marketing​ efforts? A. ​One-to-one marketing B. Customer relationship management​ (CRM) C. Search engine optimization​ (SEO) D. Data mining E. Marketing analytics

Marketing analytics

​_____ comprises a group of technologies and processes that enable marketers to​ collect, measure,​ analyze, and assess the effectiveness of marketing efforts. A. Customer relationship management​ (CRM) B. ​One-to-one marketing C. Search engine optimization​ (SEO) D. Marketing analytics E. Data mining

Marketing analytics

Which of the following refers to specific measures that help marketers watch the performance of their marketing​ campaigns, initiatives, and​ channels, and when appropriate serve as a control​ mechanism? A. Sentiment analysis B. Customer relationship management​ (CRM) C. Web scraping D. Predictive analytics E. Marketing metrics

Marketing metrics

___ utilizes the four​ steps, identify,​ differentiate, interact, and customize to facilitate a relationship with consumers. A. Touchpoint B. Share of customer C. Customer equity D. ​One-to-one marketing E. Customer relationship management​ (CRM)

One-to-one marketing

Which of the following uses large quantities of data within variables that have identified relationships to more accurately forecast specific future​ outcomes? A. Predictive analytics .B. Marketing metrics C. Search engine optimization​ (SEO) D. Data mining E. Customer relationship management​ (CRM)

Predictive analytics

____ uses large quantities of data within variables that have identified relationships to more accurately forecast specific future outcomes. A. Customer relationship management​ (CRM) B. Predictive analytics C. Data mining D. Search engine optimization​ (SEO) E. Marketing metrics

Predictive analytics

For​ years, supermarkets, such as​ Safeway, have sold data derived from all the items processed at the cash register when consumers check out with their loyalty cards. Which of the following refers to this type of​ information? A. Unstructured data B. Scanner data .C. Structured data D. Data mining E. Web scraping

Scanner data

Which of the following refers to the percentage of an individual​ customer's purchase of a product that is a single​ brand? A. Lifetime value of a customer B. Share of customer C. Cost per impression D. Data mining E. Customer equity

Share of customer

Which type of digital marketing channel should be pursued by a firm that wants to send digital messages directly to a potential​ customer's mobile phone as a text​ message? A. Digital ad networks B. ​Pay-per-click C. Email D. Short message service E. Social media

Short message service

What does the​ click-through rate​ measure? A. The difference between the price a product is purchased for and its actual cost B. The cost charged to firms when a visitor visits a website C. The amount of time a Web page visitor stayed on a specific site D. The percentage of users who clicked on the ad to be redirected to another Web page E. How often a visitor to a site makes a purchase

The percentage of users who clicked on the ad to be redirected to another Web page

Which of the following terms refers to any direct interface between customers and a company​ (online, by​ phone, or in​ person)? A. Touchpoint B. Customer relationship management​ (CRM) C. Share of customer D. Customer equity E. ​One-to-one marketing

Touchpoint

The channel partner model can best be described​ as________. A. internal customer transaction​ databases, including acquired databases B. a​ two-way exchange of information between purchasing organizations and their vendors through shared or integrated I.T. systems C. information overload D. a process in which analysts sift through Big Data​ (often measured in terabytes--much larger than kilobytes or even​ gigabytes) to identify unique patterns of behavior among different customer groups E. someone who searches through​ multiple, disparate data sources in order to discover hidden insights that will provide a competitive advantage

a​ two-way exchange of information between purchasing organizations and their vendors through shared or integrated I.T. systems

Applications of​ _____ can be seen through examples such as the success of the Oakland​ Athletics, a major league baseball team that used the analysis of large data sets to help identify undervalued players and make strategic decisions in games. A. data mining B. search engine optimization​ (SEO) C. customer relationship management​ (CRM) D. ​one-to-one marketing E. Big Data

big data

__ is a marketing metric that signifies an event that occurs on a web page that indicates the meeting of a predefined goal associated with the​ consumer's interaction with that page. A. ​Click-through B. Cost per impression C. Cost per order D. Conversion E. Cost per click

conversion

In​ marketing, ________ refers to sophisticated analysis techniques to take advantage of the massive amount of transaction information now available. A. web scraping B. data mining C. unstructured data D. reality mining E. structured data

data mining

A(n) _____ is where companies store and process data. A. data mine B. web pocket C. information storehouse D. data warehouse .E. Big Data box

data warehouse

Share of customer refers to the​ _ A. most expensive form of marketing communication per contact B. percentage of an individual​ customer's purchase of a product over time that is the same brand C. financial value of a customer throughout the lifetime of the relationship D. prioritization of a​ product's end users E. method by which marketers get information about​ what's going on in the world that is relevant to their business

percentage of an individual​ customer's purchase of a product over time that is the same brand

A company attempting to ensure its website ranks highly on Google and Bing might use​ ________ to ensure it is using the right phrases. A. search engine optimization​ (SEO) B. conversion C. predictive analytics D. marketing metrics E. data mining

search engine optimization​ (SEO)

____ refers to a process of identifying a​ follower's attitude toward a brand by assessing the context or emotion of his comments. A. Information overload B. Data mining C. Web scraping D. Scanner data E. Sentiment analysis

sentiment analysis

In​ marketing, ________ refers to any direct interface between customers and a company​ (online, by​ phone, or in​ person). A. share of customer B. touchpoint C. ​one-to-one marketing D. customer relationship management​ (CRM) E. customer equity

touchpoint

Which of the following is NOT one of the five major groupings of digital marketing​ channels? A. Search engines B. Digital ad networks C. Social media D. Email E. ​Cost-per-impression

​Cost-per-impression