Study guide

Which is NOT true? - AI can optimize the targeting of key audiences - AI algorithms can help companies find new channels that competitors may have not yet discovered. - AI algorithms can improve marketing performance by testing ad platforms - AI can build new websites from the ground up

AI can build new websites from the ground up

What is the name of the AI application for marketing in use today?

Albert

What is the most used form of AI?

Applied AI

Which of these refers to systems that are designed to work on specific tasks?

Applied intelligence

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?

Bubble Chart

Which algorithim does not use supervised learing?

Cluster analysis

According to the book, what is the most used tool for creating, analyzing, and presenting data visually?

Excel

Power Map is which of the following? -Excels geographical mapping tool -Tableau's free mapping tool -R's heat mapping tool -GIS in Power BI

Excels geographical mapping tool

Which is NOT true? -Frank is an AI platform that requires little human input -Frank uses machine learning to find the best-paid advertising channels for a specified target audience. -Albert is an AI marketing platform that provides an autonomous media buying service.

Frank is an AI platform that requires little human input

Which of the following is a graph that displays information as a bar chart illustrating a project schedule?

Gantt Chart

What are the two categories of AI?

General and Applied

Radar charts are graphs that displays information as a ____________ or ____________, with many axes representing more than two variables of data.

Line chart, Area chart

What application of AI allows systems to automatically learn and improve without being programmed to do?

Machine Learning

Which visualization tool is open source? -ArcGIS -Power BI -R -Excel

R

Return on Marketing Investment is what type of marketing analytics metric?

Strategic

Which is not a commercial data visualization tool? -Tableau -Tablet -Power BI -Excel

Tablet

What is NOT included in an infographic? -stats -pictures -word charts -videos

Videos

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

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 measured by innovation metrics?

development speed

When preparing for data visualization, one should start by

getting to know the audience

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 Joes. 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 important metrics -they help bring meaning to data -they are used to help track the status of a marketing process -metrics are quantifiable measures

it is easy to track important metrics

Which chart is best used for time series data? -heat map -line graph -bar chart -area map

line graph

What is the difference between machine learning and AI? -deep learning is the same as machine learning -machine-learning uses neural networks and deep learning does not. -deep-learning uses statistical data and matching learning does not. -none of the above

none of the above

Which of these does swarm intelligence do? -polls -surveys -none of these

none of these

What is return on marketing investment?

return from marketing multiplied by contribution margin divided by marketing spending.

Which is not necessarily a part of analyzing metrics? -benchmarking -tracking data -running statistical analyses -analyzing performance

running statistical analyses

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

strategic metrics

Brands use which type of metric for campaign performance?

support metrics