MKT EXAM 2

List 3 of the 5 business objectives mentioned in this session.

- Reach revenue targets - Expand brand name recognition - Increase customer loyalty - Increase customer satisfaction

List 3 of the 5 key performance indicators.

- Reach revenue targets: Sales - Expand brand name recognition: clicks on social share buttons - Increase customer loyalty: return visits/orders, promotional email signup - Increase customer satisfaction: Net Promoter Score

When Zach was discussing all the online research tools, under which two sections was web analytics a part of? A. Quantitative and behavioral B. Quantitative and attitudinal C. Attitudinal and qualitative D. Qualitative and behavioral

A. Quantitative and behavioral

What are the three things included in marketing optimization? A. Conversion rate by market channel B. Landing page improvements C. Find business objectives, match and measure them D. Optimize allocation of marketing budget

C. Find business objectives, match and measure them

Web analytics show _____. A. How people are finding the website B. Why people are visiting the website C. What people do on the website D. All of these

C. What people do on the website

There are two sides to web analytics jobs: analysis and implementation. Which of the following is not part of the analyst's job specifically? A. Create and maintain standardized reports and dashboards B. Identify traffic and conversion trends C. Provide ongoing optimization, revenue opportunities, lost opportunity analysis to increase sales/revenue and customer satisfaction D. Accurately report and track

D. Accurately report and track

If your page ranking is already high, how can you make it so more traffic is headed to that specific page? A. Email to direct traffic and connect links B. Use SEO C. Email campaign D. All of these

D. All of these

Which of the following is not a vendor of web analytics? A. Google analytics B. Web trends C. Adobe analytics D. OpinionLab

D. OpinionLab

Clicktale, Crazy Egg, and hotjar allow you to see _____. A. Heat waves of the most populated areas of the website B. What people are saying and receive feedback on a website C. Survey answers and graphs related to a website D. What people are saying and receive feedback on a website AND survey answers and graphs related to a website

Heat waves of the most populated areas of the website

Consider that a company wants to run an experiment to see which of four advertisements is most effective for a new product presented with five distinct price points. People are randomly assigned to see one of the four advertisements and one of the five price points. How many factors are part of this design? Select one: a. 2 b. 9 c. 20 d. 1

a. 2

Which is true about designing A/B tests to extract maximum meaning? Select one: a. A and B should have identical content except for the hypothesized elements b. A and B should have different content except for the hypothesized elements c. A should always be the control d. A and B should have two levels each

a. A and B should have identical content except for the hypothesized elements

What is a name of the artificial intelligence application for marketing in use today? Select one: a. Albert b. Fred c. Alice d. Francis

a. Albert

What is the most used form of artificial intelligence? Select one: a. Applied AI b. General AI c. Neurological AI d. Prototypical AI

a. Applied AI

Which is not true about Euclidean distance? Select one: a. Euclidean distance requires at least one variable that measures spatiality. b. Euclidean distance is the straight-line distance between two points. c. Euclidean distance includes geographic and non-geographic distance calculations. d. Euclidean distance is the sum of squared differences in the distance measures between two data points.

a. Euclidean distance requires at least one variable that measures spatiality.

Power Map is which of the following? Select one: a. Excel's geographic mapping tool b. R's heat mapping tool c. Tableau's tree mapping tool d. GIS in Power BI

a. Excel's geographic mapping tool

Which of the following is a graph that displays information as a bar chart illustrating a project schedule? Select one: a. Gantt chart b. Gentt chart c. Gintt chart d. Gauntt chart

a. Gantt chart

Which application of artificial intelligence allows systems to automatically learn and improve without being programmed to do? Select one: a. Machine learning b. Deep learning c. Programmed learning d. Adaptive learning

a. Machine learning

Which visualization tool is open source? Select one: a. R b. Excel c. Power BI d. ArcGIS

a. R

Which is not a commercial data visualization tool? Select one: a. Tablet b. Tableau c. Excel d. Power BI

a. Tablet

What is a dendrogram? Select one: a. a diagram illustrating a hierarchy of clusters b. a diagram of K-means clusters c. a diagram of Euclidean distances d. a diagram of dendrogenous segmentation

a. a diagram illustrating a hierarchy of clusters

Which segmentation type is the best predictor of future outcomes? Select one: a. behavioral segmentation b. demographic segmentation c. psychographic segmentation d. cluster segmentation

a. behavioral segmentation

Which is NOT a key analytics tools for A/B Testing? Select one: a. cluster analysis b. t-test c. ANOVA d. Bayesian statistical test

a. cluster analysis

A/B tests are... Select one: a. controlled experiments b. more similar to lab experiments than field experiments c. never field experiments d. not truly experiments

a. controlled experiments

Which chart is best used for time series data? Select one: a. line graph b. bar chart c. heat map d. area map

a. line graph

Which is FALSE about Bayesian statistics? Select one: a. require fixed horizons b. apply past evidence to statistical models c. use prior beliefs to influence statistical models d. invented by minister

a. require fixed horizons

What is a false positive for A/B Testing? Select one: a. results of the exploration stage lead to the belief that one of the options A or B is more successful than the other, when in reality they are likely to perform the same in the exploitation stage b. results of the exploration stage lead to the belief that options A or B do not differ in their success, when in reality one is likely to outperform the other in the exploitation stage c. results of the exploration stage lead to the belief that neither of the options A or B is more successful than the other, and in reality they are likely to perform the same in the exploitation stage d. results of the exploration stage lead to the belief that options A or B differ in their success, and in reality one is likely to outperform the other in the exploitation stage

a. results of the exploration stage lead to the belief that one of the options A or B is more successful than the other, when in reality they are likely to perform the same in the exploitation stage

According to Unsicker, at their core, CRM and email marketing are what type of marketing? a. retention b. inbound c. direct d. multi-level

a. retention

What is statistical significance? Select one: a. the measure of whether a research finding is meaningful because it is unlikely the finding has occurred by chance or error b. the importance of statistical problem c. the probability that a statistical test will support the null hypothesis given that is false d. the probability that a statistical test will support the null hypothesis given that it is true

a. the measure of whether a research finding is meaningful because it is unlikely the finding has occurred by chance or error

True or False: Marketing operations include lead scoring and lead management. a. true b. false

a. true

Which of the following is true? Select one: a. A/B Testing is often done in brick and mortar stores. b. A/B Testing is only done in a digital environment. c. A/B Testing is only done for websites and email. d. A/B Testing is only done for direct mail.

b. A/B Testing is only done in a digital environment.

What are the two categories of artificial intelligence? Select one: a. Applied and Narrow b. Applied and General c. Assisted and General d. Assisted and Narrow

b. Applied and General

According to the book, what is the most used tool for creating, analyzing and presenting data visually? Select one: a. R b. Excel c. Tableau d. Power BI

b. Excel

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

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

Which of the following statements is false? Select one: a. Hierarchical clustering seeks to build an ordering of groups. b. Hierarchical clustering is a type of K-means cluster analysis. c. Hierarchical clustering is often presented as a dendrogram. d. Hierarchical clustering can be time-consuming with large datasets.

b. Hierarchical clustering is a type of K-means cluster analysis.

Which is true of a bandit test? Select one: a. It is an A/B Test but with an extra hostage stage. b. It has an adaptive exploitation stage. c. It is an A/B Test with a hidden exploration stage. d. It removes people from the exploitation stage.

b. It has an adaptive exploitation stage.

Which of the following is NOT an A/B Test? Select one: a. A/B/N Test b. Optimize Test c. Split Test d. Controlled experiment in the digital world

b. Optimize Test

Which is true? Select one: a. Protect your A/B test from too much input from other departments in the company b. People often use A/B tests to test competing marketing ideas in a department c. A/B Testing is not a time to try crazy ideas d. The value gained from A/B testing usually outweighs potentially frustrating customers

b. People often use A/B tests to test competing marketing ideas in a department

Consider the after-only experimental design. Which of the following is TRUE? Select one: a. an advantage of this design is that it is possible to measure pre-test bias. b. an advantage of this design is that there is no pre-test bias. c. a disadvantage of this design is that there is no pre-test bias. d. an advantage of this design is that it is possible to reduce post-test bias.

b. an advantage of this design is that there is no pre-test bias.

Which of these refers to systems that are designated to work on specific tasks? Select one: a. artificial intelligence b. applied intelligence c. general intelligence d. assisted intelligence

b. applied intelligence

A centroid is which of the following? Select one: a. mean point of the Euclidean distance between parallel lines b. center of mass of a geometric object of uniform density c. average of all points within a cluster d. midpoint of all points within a cluster

b. center of mass of a geometric object of uniform density

Field experiments are Select one: a. conducted by practitioners in the field of concern b. conducted in a natural setting c. conducted only in the digital world d. conducted only in an outdoor setting

b. conducted in a natural setting

Which step requires marketers to analyze web traffic patterns and to study ways to optimize websites to drive more conversions? Select one: a. implementation b. design c. evaluation d. analysis

b. design

When preparing for data visualization, one should start by Select one: a. deciding between visualization tools b. getting to know the audience c. accessing the data d. creating some simple graphs

b. 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? Select one: a. good breadth but less depth b. good depth but less breadth c. good recall but less depth d. good breadth, recall and depth

b. good depth but less breadth

What is a Type II Error? Select one: a. correctly failing to reject the null hypothesis b. incorrectly failing to reject the null hypothesis c. correctly rejecting the null hypothesis d. incorrectly rejecting the null hypothesis

b. incorrectly failing to reject the null hypothesis

Radar charts are graphs that display information as a ______ or ______, with many axes representing more than two variables in the data Select one: a. pie chart or line chart b. line chart or area chart c. area chart of pie chart d. column chart or line chart

b. line chart or area chart

Consider the following scenario. All chain restaurants had to put calories on their menus in the United States by December 2016. Researchers measured receipts the month before and the month after this happened to test whether calories on menus effectively reduced overall calories consumption and/or reduced restaurant sales. This was an example of what kind of study? Select one: a. randomized field experiment b. natural field experiment c. natural lab experiment d. randomized lab experiment

b. natural field experiment

Segmenting people by their feelings about a product category would be an example of which type of segmentation? Select one: a. behavioral segmentation b. psychographic segmentation c. demographic segmentation d. product segmentation

b. psychographic segmentation

What is a false negative for A/B Testing? Select one: a. results of the exploration stage lead to the belief that one of the options A or B is more successful than the other, when in reality they are likely to perform the same in the exploitation stage b. results of the exploration stage lead to the belief that options A or B do not differ in their success, when in reality one is likely to outperform the other in the exploitation stage. c. results of the exploration stage lead to the belief that neither of the options A or B is more successful than the other, and in reality they are likely to perform the same in the exploitation stage d. results of the exploration stage lead to the belief that options A or B differ in their success, and in reality one is likely to outperform the other in the exploitation stage

b. results of the exploration stage lead to the belief that options A or B do not differ in their success, when in reality one is likely to outperform the other in the exploitation stage.

What is return on marketing investment? Select one: a. revenue from marketing multiplied by marketing spending divided by contribution margin b. revenue from marketing multiplied by the contribution margin divided by marketing spending c. difference of revenue from marketing and marketing spending d. difference of revenue from marketing and marketing spending divided by marketing spending

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

Return on marketing investment is what type of marketing analytics metric? Select one: a. support b. strategic c. development d. quality

b. strategic

Brands use which type of metrics for campaign performance? Select one: a. strategic metrics b. support metrics c. development metrics d. STP metric

b. support metrics

According to Unsicker, what type of automation can be used to entice shoppers to come back after abandoning their carts? a. overlays b. triggered emails c. list segmentation d. surveys

b. triggered emails

What should Udemy have done to improve its email marketing efforts? a. send more emails b. utilize data c. send fewer emails d. follow a linear path

b. utilize data

What is the problem of "local maxima"? Select one: a. A/B Tests fail to maximize the exploitation stage b. A/B Tests fail to attract local participants c. A/B Tests fail to test conditions tat may have better outcomes d. A/B Tests fail to test conditions that will optimize the company's local concerns

c. A/B Tests fail to test conditions tat may have better outcomes

Consider the before-and-after experimental design. Which of the following is TRUE? Select one: a. an advantage of this design is that it is possible to measure pre-test bias. b. an advantage of this design is that there is no pre-test bias. c. a disadvantage of this design is that there is pre-test bias. d. an advantage of this design is that it is possible to reduce post-test-bias.

c. a disadvantage of this design is that there is pre-test bias.

An example of a randomized, controlled experiment which is not an A/B Test is Select one: a. a quasi experiment in the digital world b. a natural experiment in the non-digital world c. a laboratory experiment in the non-digital world d. a field experiment in the digital world

c. a laboratory experiment in the non-digital world

Cluster analysis is which of the following? Select one: a. a technique for grouping people so that groups are most similar to one anothera b. a technique for grouping people so that groups are as far from the centroid as possible c. a technique for grouping people so that those in the same group are more like one another compared with those in other groups d. a technique for grouping people so that those in the same group are different from one another compared with those in other groups.

c. a technique for grouping people so that those in the same group are more like one another compared with those in other groups

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? Select one: a. scatter plot b. Gentt chart c. bubble chart d. area chart

c. bubble chart

Which of the following is an option for collecting data that has grown in popularity due to the instant gratification and conversational experience it provides? a. survey b. preference page c. chatbot d. overlay

c. chatbot

Which algorithm does not use supervised learning? Select one: a. regression b. classification c. cluster analysis d. decision tree

c. cluster analysis

Which measures the company's ability to leverage competitive advantage and product or service progress? Select one: a. strategic metrics support metrics development metrics digital marketing metrics b. support metrics c. development metrics d. digital marketing metrics

c. development metrics

Which one of the following is not measured by innovation metrics? Select one: a. next generation products b. corrections c. development speed d. major and minor enhancements

c. development speed

Which is true about positioning? Select one: a. emphasizes serving all market segments by achieving a certain position in buyers' minds technique b. is a technique for grouping people so that groups are most similar to each other. c. emphasizes serving a specific market segment by achieving a certain position in buyers' minds d. uses Euclidean distance to position people in a cluster map

c. emphasizes serving a specific market segment by achieving a certain position in buyers' minds

Which A/B Testing stage typically uses a larger portion of the potential audience? Select one: a. exploration stage b. Bandit stage c. exploitation stage d. experimental stage

c. exploitation stage

What is a contrast? Select one: a. linear combination of variables whose coefficients add up to zero, allowing comparison of different analyses of variance among experimental conditions b. linear combination of variables whose coefficients add up to one, allowing comparison of different analyses of variance among experimental conditions c. linear combination of variables whose coefficients add up to zero, allowing comparison of different means among experimental conditions d. linear combinations of variables whose coefficients add up to one, allowing comparison of different means among experimental conditions

c. linear combination of variables whose coefficients add up to zero, allowing comparison of different means among experimental conditions

What is a standard deviation? Select one: a. theoretical distribution of a large population b. a measure of the statistical accuracy of an estimate c. number indicating the extent to which individual results deviate from the group d. number indicating the extent to which distinct outliers deviate from the group

c. number indicating the extent to which individual results deviate from the group

Artificial intelligence and machine learning will have a huge impact on the ________ of automated campaigns. a. reach and engagement b. customer lifetime value c. optimization and scalability d. return on investment

c. optimization and scalability

In the automation example involving Bombas, it used brand engagement data like users' browser behavior, email engagement, and purchase history to do what? a. segment lists b. win back customers c. optimize the user journey d. conduct machine learning

c. optimize the user journey

ESPs and other marketing tools will be able to learn how and when to communicate with prospects and customers in a more ________ way than ever before. a. engaging b. Intelligent c. personalized d. direct

c. personalized

Which is considered the gold standard for determining causal inference? Select one: a. interactive designs b. natural experiments c. randomized experiments d. field experiments

c. randomized experiments

Marketing automation uses software to personalize experiences for an audience by sending it ________. a. emails and text messages b. display ads c. relevant and timely content d. social media content

c. relevant and timely content

Which is not necessarily a part of analyzing metrics? Select one: a. tracking data b. benchmarking c. running statistical analyses d. analyzing performance

c. running statistical analyses

Which type of metrics are used to fulfill important operational and financial functions in an organization? Select one: a. innovation metrics b. quality metrics c. strategic metrics d. responsive metrics

c. strategic metrics

Which statement is false? Select one: a. A/B Tests = Split Tests b. A/B Tests are often run as part of a live marketing effort c. A/B Tests are often automated d. A/B Tests = real marketing firms' brick and mortar store experiments

d. A/B Tests = real marketing firms' brick and mortar store experiments

Which of the following is NOT an A/B Testing tool? Select one: a. AB Tasty b. Google Experiments c. Qubit d. AB Lab

d. AB Lab

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

d. AI algorithms can build new websites from the ground up.

What is the difference between machine learning and deep learning? Select one: a. Deep learning is the same as machine learning. b. Machine learning uses neural networks and deep learning does not. c. Deep learning utilizes statistical data and machine learning does not. d. None of the above

d. None of the above

Which of these does swarm intelligence do? Select one: a. Surveys b. Polls c. All of these d. None of these

d. None of these

Which of the following is not necessary to determine that a marketing campaign causes an increase in sales? Select one: a. We find that when we launch a marketing campaign, there is an increase in sales. b. We find that when we don't launch a marketing campaign, there is no change in sales. c. We find that when we launch a marketing campaign, it increases sales later. d. We find that there are other external factors that affect sales but not the marketing campaign.

d. We find that there are other external factors that affect sales but not the marketing campaign.

What is a fixed horizon in A/B Testing? Select one: a. an end-point time to analyzing the data b. a final goal of the A/B test c. a concrete explanation of the results of an A/B Test d. an end-point time to collecting the data

d. an end-point time to collecting the data

Which is the third step of the Six Steps to implementing STP? Select one: a. develop marketing mix for each target segment b. select the segment(s) you will target c. profile the segments d. develop measures of segment attractiveness

d. develop measures of segment attractiveness

What is a Type I Error? Select one: a. correctly failing to reject the null hypothesis b. incorrectly failing to reject the null hypothesis c. correctly rejecting the null hypothesis d. incorrectly rejecting the null hypothesis

d. incorrectly rejecting the null hypothesis

Which is FALSE about marketing analytics metrics? Select one: a. they help bring meaning to data b. metrics are quantifiable measures c. they are used to track the status of a marketing process d. it is easy to track the important metrics

d. it is easy to track the important metrics

A company called Beyhive launched a promotional campaign and wants to know if it was effective. Which of the following pieces of evidence does NOT support a conclusion that the Beyhive promotional campaign caused an increase in sales? Select one: a. launching the marketing campaign is followed by increases in Beyhive sales b. no marketing campaign is followed by no change in Beyhive sales c. launching the Beyhive promotional campaign today corresponds to Beyhive sales in later time periods d. none of these options

d. none of these options

Which is true about differentiated targeting? Select one: a. the firm commits all of its marketing resources to serve a single market segment b. the firm ignores the segmentation information and offer the same marketing effort to everyone in the population c. the firm offers a different marketing mix to each individual d. the firm targets each of the potential segments it discovers with a different marketing mix

d. the firm targets each of the potential segments it discovers with a different marketing mix

Which of the following was NOT one of the listed data sources you can use in marketing automation programs? a. ad engagement b. purchase history c. browsing behavior d. unstructured data

d. unstructured data

What is NOT included in an infographic? Select one: a. pictures b. word charts c. stats d. video

d. video