Marketing analytics

Which of the following data could be found in the cell of an INTEGER variable? JOHNSON 204 18.4 TRUE

204

What is a data frame? A collection of variables for which we have multiple responses A average running total from a variable A independent variable A single cell of data

A collection of variables for which we have multiple responses

Which defines a console tab? A tab the R Studio uses to link to advanced data A storage mechanism for a particular identifier, which contains different values A tab R Studio uses to write commands to see numeric-based results A tab R Studio uses to write commands to see text-based results

A tab R Studio uses to write commands to see text-based results

What is not one of the top four benefit of Hadoop? Fault Tolerance Accelerated speed Scalability Flexibility

Accelerated speed

Big data is useless unless companies are able to: Easily access the information All of the options are correct Store the information Analyze the information

All of the options are correct

What is Impala? A computing and programming model; has its own functions that serve as an alternative to MapReduce; process data up to 100 times faster than MapReduce An enterprise data hub allowing for real-time data processing An offshoot of Cloudera; has the ability to query large volumes of data A data warehousing software

An offshoot of Cloudera; has the ability to query large volumes of data

What is NOT true about analytics? Analytics are used to gain a deeper understanding of marketing through data and technology Analytics are used to gain insights from data Analytics are used to study a topic by examining its details Analytics are used to maximize marketing outcomes

Analytics are used to study a topic by examining its details

According to a recent IBM global survey, which of the following is NOT one of the top three priorities for marketing? Increase digital acumen Enrich the arch of engagement Embrace creative destruction Build customer relationships

Build customer relationships

Marketing analytics is the use of? data to maximize marketing information data to maximize profit data to maximize revenue data to maximize marketing outcomes

data to maximize marketing outcomes

What is NOSQL? not-only structure query language with the ability both to retrieve data from a relational database and clean data sources not-only structure query language with the ability to retrieve data from a non-relational data sources not-only structure query language with the ability to retrieve data from a relational database not-only structure query language with the ability both to retrieve data from a relational database and data from non-relational data sources

not-only structure query language with the ability both to retrieve data from a relational database and data from non-relational data sources

What is a relational database? A database that is not stored in the format of linked tables, and may be document based A database that pairs a key with a complex data structure An open source software framework that stores and processes large amounts of data using commodity cluster hardware Collection of data stored with an internal structure to link information from different tables using keys and indexes so that information can be easily retrieved

Collection of data stored with an internal structure to link information from different tables using keys and indexes so that information can be easily retrieved

Which of the following components is the core of the Hadoop framework, the collection of common utilities and libraries that support other Hadoop modules? Yarn Common MapReduce

Common

Which is NOT a relational database? Oracle MySQL Cosmos DB Amazon Redshift

Cosmos DB

Which is NOT a role of a marketing analytics professional? Analyze data Create data Clean data Communicate data

Create data

Which is a characteristic of Python? Designed for data explorations Designed for general programming Designed for data analytics and statistics-heavy projects Offers built-in ways to professionally visualize data

Designed for general programming

Which statement is true? Descriptive analytics studies ways of implementing a strategy based on insights from predictive analytics Prescriptive analytics is the practice of interpreting data to forecast the likelihood of future marketing outcomes Predictive analytics predicts exactly what will happen in the future Diagnostics analytics asks why something has happened in the past

Diagnostics analytics asks why something has happened in the past

Which variable type contains only 2 possible values? Numeric Dichotomous Categorical Integer

Dichotomous

Which is a category of Non-relational databases? Query Databases Embedded IR Document Databases Page Databases

Document Databases

According to the IBM Global survey of over 700 chief marketing officers, which is NOT a top three priority of marketing? Enrich the arch of engagement Increase digital acumen Embrace creative destruction Engage the customer

Engage the customer

What is NOSQL? Has the ability to handle large amounts of data, as long as it is structured Primarily takes data from collected data sets Has the ability to retrieve data from a relational database and data from non-relational data sources Shares a very similar language set as SQL and does not vary greatly by application

Has the ability to retrieve data from a relational database and data from non-relational data sources

Which of the following is NOT a distributor of Hadoop? Cloudera Hive MapR Hortonworks

Hive

In a recent IBM global survey, over 700 chief marketing officers revealed their top priorities for marketing. Which of the following was NOT among the top three priorities? Increase digital acumen Identify top marketing trends Embrace creative destruction Enrich the arch of engagement

Identify top marketing trends

What data is NOT involved with cleaning data? Individual Inconsistent Outliers Incomplete

Individual

Which is part of Python? Offers built-in ways to professionally visualize data Integrates data analysis with website and mobile apps or a production database Designed for data exploration Designed for data analytics and statistics-heavy projects

Integrates data analysis with website and mobile apps or a production database

Which is NOT one of the three legs of marketing analytics? Visualization Data Integration Analytics

Integration

Comprehensive marketing measurement and optimization solution can: Manage digital content and integrate digital and non-digital data Manage digital content, integrate digital and non-digital data, perform predictive analytics Manage digital content, integrate digital and non-digital data, perform predictive analytics and recommend changes to a marketing plan Manage digital content

Manage digital content, integrate digital and non-digital data, perform predictive analytics and recommend changes to a marketing plan

What is the purpose of marketing analytics? Maximize marketing outcomes To minimize costs of production using an efficient marketing mix To implement a data algorithm to the marketing mix Maximize the marketing mix

Maximize marketing outcomes

Which is a popular relational database? Amazon DynamoDB Adobe Audience Manager Microsoft SQL Server Oracle Bluekai

Microsoft SQL Server

What do graph databases include? Charts, nodes, and lists Nodes, boundaries, and properties Nodes, edges, and properties Edges, processes, and charts

Nodes, edges, and properties

Which of the following is NOT a feature of proprietary programming tools? Often developed by and for the community Provides formal customer service May be tailored to meet specific business needs Developed by a firm and distributed for sale to the public

Often developed by and for the community

Which of the following is the most common and top-ranked relational database used? Oracle MySQL MS SQL Server Amazon Redshift

Oracle

Which career would most likely NOT utilize marketing analytics? Copywriters Graphic Designer Paralegal Communications Specialist

Paralegal

Which means data that are not yet useful for analysis? Structured data Post-data Unstructured data Pre-data

Post-data

Which is the most difficult type of analytics to perform? Prescriptive Analytics Diagnostic Analytics Predictive Analytics Descriptive Analytics

Prescriptive Analytics

Which offers the most value and is the most difficult to perform? Predictive analytics. Descriptive analytics. Diagnostic analytics. Prescriptive analytics.

Prescriptive analytics.

Which of the following is RStudio? Programming code Programming language Programming tool Non-programming tool for data analysis

Programming tool

What are the most popular programming languages for data analysis currently? Tableau and Python R and Tableau R and Python Tableau and SPSS

R and Python

Which of the following statements is true about R? R is a closed-source programming language for analyzing data. R is an open-source programming language for analyzing data. R is a cloud-computing programming language for analyzing data. R is a cloud-based programming language for analyzing data.

R is an open-source programming language for analyzing data.

How do relational databases sort information? Descending order Referential integrity Relational pairing Ascending order

Referential integrity

What type of data can be stored in formally-described tables that can be related to one another? Relational data Analyzed data Unstructured data Cleaned data

Relational data

Which of these is NOT an example of unstructured data? Survey responses Scanner transactions Satellite imagery Spreadsheets

Spreadsheets

Interpret the following R code: summary(myfirstlm) Summarize the variable myfirstlm in the most recent table Summarize the results of the function that was assigned to the variable myfirstlm Summarize the mean of myfirstlm Summarize the table myfirstlm

Summarize the results of the function that was assigned to the variable myfirstlm

Which of the following is an example of unstructured data? Text files Social security numbers Dates Customer names

Text files

What is marketing optimization? The process of refining the marketing efforts of a firm to maximize marketing outcomes The practice of interpreting data to predict the likelihood of future marketing outcomes The process of refining the marketing efforts of a firm to minimize marketing outcomes The science of assigning credit to unique events that lead to key marketing conversions like the scale of a product to a customer

The process of refining the marketing efforts of a firm to maximize marketing outcomes

What is marketing attribution? The practice of interpreting data to predict the likelihood of future marketing outcomes. The science of assigning credit to unique marketing events that lead to marketing conversions The practice of assigning attributes to marketing data for use in analytics The process of refining the marketing efforts of a firm to maximize marketing outcomes

The science of assigning credit to unique marketing events that lead to marketing conversions

Which of the following is NOT a data source that can benefit marketing analytics professionals? Machine generated data The source code for a social media website Conversations on social media revealing the changing cultural environment Sales transactions from electronic commerce sites

The source code for a social media website

What is marketing analytics? The use of data to extract private information The use of data to maximize marketing outcomes The use of data to analyze information, even if it is not valuable The use of data to minimize marketing outcomes

The use of data to maximize marketing outcomes

What is marketing analytics? The use of data to minimize marketing outcomes The use of software to find trends in data Analyzing data with the intent of maximizing profit The use of data to maximize marketing outcomes

The use of data to maximize marketing outcomes

Why are relational databases beneficial to businesses? They create easy access to important information They use structure relational graphs of key-value pairings rather than relational tables They are good for storing semi-structured data' They were built to take advantage of the larger amounts of storage

They create easy access to important information

Which does NOT describe a relational database? Contains multiple tables with unique names They use different code to perform basic functions Each unique table is a set of rows and columns used to store different types of information Helps you see, understand and improve your company's metrics

They use different code to perform basic functions

What is the purpose of integrating data? To find unique insights you would not have found separately To make datasets smaller To identify which dataset is more meaningful To create more efficient data sets

To find unique insights you would not have found separately

Data Cleaning means fixing all of the following except: Unstructured data Inconsistent data Outlier data Omitted data

Unstructured data

What is a question that describes what predictive analysis is used to uncover? What happened? What will happen? Why did it happen? How can we make it happen?

What will happen?