MKT ANALYTICS EXAM 4: CH. 10-12

According to the book, what is the most used tool for creating, analyzing, and presenting data visually? A) Excel B) Tableau C) Power BI D) R

A

Which visualization tool is open source? A) R B) Excel C) ArcGIS D) Power BI

A

Which is NOT True? A) AI can build new websites from the ground up B) AI algorithms can help companies to find new channels that competitors may not have yet discovered C) AI algorithms can optimize the targeting of key audiences D) AI algorithms can improve marketing performance by testing ad platforms

A, AI can build new websites from the ground up

Which is NOT true? A) Frank is an artificial intelligence marketing platform that requires little human input. B) Tools like Hunch check analytics to know what's happening every second and detect when unexpected traffic is visiting a site. C) Frank uses machine learning to find the best paid channels for a specified target audience. D) Albert is an artificial intelligence marketing platform that provides an autonomous media buying service.

A, Frank is an artificial intelligence marketing platform that requires little human input.

Power Map is which of the following? A) GIS in Power BI B) Excel's geographic mapping tool C) Tableau's tree mapping tool D) R's heat mapping tool

B

Which of these refers to systems that are designated to work on specific tasks? A) Assisted intelligence B) Applied intelligence C) General intelligence D) Artificial intelligence

B, applied intelligence

When preparing for data visualization, one should start by A) Creating some simple graphs B) Accessing the data C) Getting to know the audience D) Deciding between visualization tools

C

Which is NOT included in an infographic? A) Stats B) Pictures C) Video D) Word charts

C

Which of the following is a graph that displays information as a bar chart illustrating a project schedule? A) Gentt chart B) Gintt chart C) Gantt chart D) Gauntt chart

C

What is the name of an artificial intelligence application for marketing in use today? A) Fred B) Alice C) Albert D) Francis

C, albert

What is the most used form of artificial intelligence? A) General AI B) Prototypical AI C) Applied AI D) Neurological AI

C, applied AI

What are the two categories of Artificial Intelligence? A) Assisted and general B) Assisted and narrow C) Applied and general D) Applied and narrow

C, applied and general

Which application of artificial intelligence allows systems to automatically learn and improve without being programmed to do so? A) Adaptive learning B) Deep learning C) Machine learning D) Programmed learning

C, machine learning

Radar charts are graphs that display information as a ______ or ______, with many axes representing more than two variables in the data A) Pie chart or line chart B) Area chart or pie chart C) Column chart or line chart D) Line chart or area chart

D

Which chart is best used for time series data? A) Heat map B) Area map C) Bar chart D) Line graph

D

Which is NOT a commercial data visualization tool? A) ESRI Business Analyst B) Power BI C) Excel D) Tablot

D

Which of the following is a graph that displays information as a scatter plot with an additional dimension of quantitative data represented by changing the size of the dot? A) Gentt chart B) Scatter plot C) Area chart D) Bubble chart

D

Which algorithm does not used supervised learning? A) Classification B) Regression C) Decision tree D) Cluster analysis

D, cluster analysis

What is the difference between machine learning and deep learning? A) Deep learning is the same as machine learning B) Deep learning utilizes statistical data and machine learning does not C) Machine learning uses neural networks and deep learning does not D) None of the above

D, none of the above

Which of these does swarm intelligence do? A) Surveys B) Polls C) A and B D) None of the above

D, none of the above

which step requires marketers to analyze web traffic patterns and to study ways to optimize websites to drive more conversions?

design

which measures the company's ability to leverage competitive advantage and product or service progress?

development metrics

which one of the following is NOT measures by innovation metrics?

development sped

Food4Less is a known brand, but many people do not visit its stores because they don't see it as a viable option for some types of food items that are readily available at Trader Joe's. What does this infer about the brand metrics for Food4Less?

good depth but less breadth

which is false about marketing analytics metrics?

it is easy to track the important metrics

what is ROI?

revenue from marketing multiplied by the contribution margin divided by marketing spending

which is not necessarily a part of analyzing metrics?

running statistical analyses

return on marketing investment is what type of marketing metric?

strategic

which type of metrics are used to fulfill important operational and financial functions in an organization?

strategic metrics

brands use which type of metrics for campaign performance?

support metrics