Quiz: How Much Do You Actually Know About Marketing Analytics?

Students, test your knowledge about the following marketing analytics topics:

Foundational Analytics Tools
Data Technologies
Accessing Marketing Data
Marketing Dara Platforms
Extracting Meaningful Data
Analytics of Segmentation
A/B Testing
Experimental Design
Artificial Data
Data Visualization
Marketing Analytics Metrics
Analyzing Test Results
Marketing Mix Models
Moderation in Marketing Mix

- 1. Which is least likely to be an objective for analytics?*
  - Qualitative reasoning
  - Demand estimation
  - Market effectiveness
  - Segmentation
- 2. What does open-source mean?*
  - downloadable in the open internet universe
  - developed by a proprietary firm
  - developed by and for the community and available for free
  - developed by a single platform like the CRAN
- 3. What is one function that a relational database can do that a non-relational database cannot?*
  - join queries
  - retrieve information
  - update information
  - delete information
- 4. What is the function COUNT() used for?*
  - To return the number of rows that match a specified criteria
  - To return the number of columns that match a specified criteria
  - to return the number of tables in a database.
  - To return the number of SQL statements in query
- 5. Marketing Evolution is an example of a marketing measurement and optimization platform that*
  - Synthesizes data from first, second, and third party data and primary data for a complete picture
  - Utilizes people-centric modeling and focuses on return on investment
  - Creates impact-based planning based on predictive analysis
  - All are true
- 6. Transforming all instances of the words (run, runs, ran, running) to (run) is known as which of the following?*
  - text mining
  - Tokenization
  - stemming
  - decision trees
- 7. Which segmentation type is the best predictor of future outcomes?*
  - behavioral segmentation
  - psychographic segmentation
  - demographic segmentation
  - cluster segmentation
- 8. Which is true about designing A/B tests to extract maximum meaning?*
  - A and B should have identical content except for the hypothesized elements
  - A and B should have different content except for the hypothesized elements
  - A should always be the control
  - A and B should have two levels each
- 9. 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?*
  - natural lab experiment
  - natural field experiment
  - randomized lab experiment
  - randomized field experiment
- 10. Which application of artificial intelligence allows systems to automatically learn and improve without being programmed to do?*
  - machine learning
  - adaptive learning
  - deep learning
  - programmed learning
- 11. Radar charts are graphs that display information as a ______ or ______, with many axes representing more than two variables in the data*
  - pie chart or line chart
  - area chart or pie chart
  - column chart or line chart
  - line chart or area chart
- 12. What is return on marketing investment?*
  - revenue from marketing multiplied by marketing spending divided by contribution margin
  - revenue from marketing multiplied by the contribution margin divided by marketing spending
  - difference of revenue from marketing and marketing spending divided by marketing spending
  - difference of revenue from marketing and marketing spending
- 13. What is statistical significance?*
  - the probability that a statistical test will support the null hypothesis given that it is true
  - the probability that a statistical test will support the null hypothesis given that is false
  - the importance of statistical problem
  - the measure of whether a research finding is meaningful because it is unlikely the finding has occurred by chance or error
- 14. What is the objective of least square regression?*
  - maximize the square of the regression
  - minimize the square of the regression
  - maximize the sum of squared residuals
  - minimize the sum of squared residuals

Instructors, access the answers here

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