Question 1

Name one important secondary research group.
A) Focus groups.
B) Social media groups.
C) Exploratory research groups.
D) Mobile groups.

Accepted Answer

Understand analytic techniques used in marketing. Social media groups can be thought of as online focus groups, which can be informative even though they are secondary data.

Question 2

Data science is an amalgamation of which skills?
A) Statistics, programming and business skills.
B) Statistics, IT and algorithms.
C) Statistics, SQL and customer knowledge.
D) Statistics, marketing and IT.

Accepted Answer

Understand analytic techniques used in marketing. Data science represents the intersection between statistics, programming and business skills.

Question 3

What is data munging or data wrangling?
A) Data categorization
B) Data preparation.
C) Data analysis.
D) Data mining.

Accepted Answer

Understand analytic techniques used in marketing. Data preparation, which is sometimes called data munging or data wrangling, can take 80 per cent of the analytics project time.

Question 4

What are the essential computing resources?
A) Efficient IT systems.
B) Efficient employees.
C) Spreadsheets.
D) Hardware for storage and distribution of data and software to analyse it.

Accepted Answer

Understand analytic techniques used in marketing. There are two issues related to computing resources. One is having the physical hardware capacity to store and distribute the data. The other resource bottleneck is having the software to analyse the data.

Question 5

Name an advanced programming language.
A) R/R Studio.
B) Python.
C) WinBugs.
D) IBN Hana.

Accepted Answer

Understand analytic techniques used in marketing. For more advanced data scientists, there are programming languages such as Python, which has built-in data structures and can be used in analytics.

Question 6

Name the three types of marketing analytics.
A) Predictive, descriptive and addictive.
B) Predictive, addictive and prescriptive.
C) Predictive, prescriptive and vindictive.
D) Predictive, descriptive and prescriptive.

Accepted Answer

Understand the analytic techniques used in marketing. Analytics is usually broken down into three types: predictive, descriptive and prescriptive.

Question 7

What is customer churn?
A) A customer buys a product in excess.
B) A customer invites more customers to buy a product.
C) A customer stops buying a product.
D) A customer buys a product for future use.

Accepted Answer

Understand the analytic techniques used in marketing. Customer churn is when a customer stops using a product.

Question 8

What is CSAT?
A) Customer service attainment technique.
B) Customer statistics.
C) Customer satisfaction.
D) Customer satisfaction parameter.

Accepted Answer

Understand the analytic techniques used in marketing. Customer satisfaction (which is sometimes abbreviated to CSAT) is important because it provides marketers and business owners with a metric they can use to manage and improve their business.

Question 9

Name the analytical technique used to recommend products to customers.
A) Basket analysis.
B) Market basket analysis.
C) Associate basket analysis.
D) Data basket analysis.

Accepted Answer

Understand the analytic techniques used in marketing. The analytical technique used to recommend products to a customer is called market basket analysis, or associate rules.

Question 10

Optus has recently changed the colour of an advertisement in their App which links customers to the website to provide special discount offers. As Optus measures the click through rate, this is an example of___________.
A) A/B testing.
B) Market basket analysis.
C) Python.
D) HR analysis.

Accepted Answer

Understand the analytic techniques used in marketing. One analytical technique that has become popular in online marketing is the use of A/B testing.

Question 11

Up to how many differences are allowed between versions A and B in A/B testing?
A) 12.
B) 4.
C) 1.
D) 3.

Accepted Answer

Understand the analytic techniques used in marketing. For proper analytics and statistical inference, there should be just one difference between version A and version B, which could be as simple as the background colour of the web page.

Question 12

What are internal analytics used for?
A) Employee performance and productivity.
B) Internal HR data.
C) Sales data.
D) Customer demand.

Accepted Answer

Understand the analytic techniques used in marketing. Internal metrics of success measure how internal staff are performing and provide an organisation with insights into effectively managing employees.

Question 13

How do we prevent an over-fit of a model?
A) By using simple data for validation.
B) By using complex data for validation.
C) By using test data for validation.
D) By using traditional data for validation.

Accepted Answer

Understand the analytic techniques used in marketing. To ensure that a model does not over fit, an analytics model should use test data to validate the model.

Question 14

Name one type of software used to spot visual patterns.
A) Spotify.
B) Tablend.
C) Spoton.
D) Tableau.

Accepted Answer

Understand the analytic techniques used in marketing. There are data visualisation software packages, such as Tableau and Spotfire, that are used to help people see and understand their data.

Question 15

What does data mining do?
A) Look for futuristic patterns in data.
B) Look for patterns in data.
C) Look for futuristic information.
D) Look for additional data.

Accepted Answer

Understand the analytic techniques used in marketing. Data mining involves looking for patterns in data when those patterns may not have been known in advance.

Question 16

Deep learning helps to solve problems related to which fields?
A) Natural learning processing, computer vision and information technology.
B) Computer vision, information technology and bioinformatics.
C) Natural learning processing, computer vision and bioinformatics.
D) Natural learning processing, information technology and machine learning.

Accepted Answer

Understand the analytic techniques used in marketing. Deep learning is a branch of machine learning, employing numerous similar, yet distinct, deep neural network architectures to solve various problems in natural language processing, computer vision and bioinformatics, among other fields.

Question 17

How is textual information categorised?
A) Facts and information.
B) Information and news.
C) Facts and source data.
D) Facts and opinions.

Accepted Answer

Understand the analytic techniques used in marketing. Textual information in the world can be broadly categorised into two main types: facts and opinions.

Question 18

What is data that is presented in rows and columns called?
A) Unstructured data.
B) Excel spreadsheet.
C) Structured or relational data.
D) Opinionated data.

Accepted Answer

Understand the analytic techniques used in marketing. If data is in nice rows and columns, as in an Excel spreadsheet, this is called structured and/or relational data.

Question 19

What is data snooping?
A) When an analyst used personal data.
B) When an analyst uses a model to confirm what they want to prove.
C) When an analyst uses data without the knowledge of customer.
D) When an analyst uses unethical data.

Accepted Answer

Understand data ethics and the future of marketing analytics. Data snooping is a serious issue in analytics. This is when an analyst picks a model to confirm what they want to prove.

Question 20

According to LinkedIn, what are the two top skills required by a data scientist?
A) Python and data analysis.
B) Analytical thinking and statistical analysis.
C) Statistical analysis and data collection.
D) Statistical analysis and error identification.

Accepted Answer

Understand data ethics and the future of marketing analytics. Data scientist is still one of the top jobs to have. The role offers a great work-life balance, and estimates suggest that there are between 2.75 and 3million data scientists worldwide. LinkedIn shows python and data analysis as the two top skills for data scientists.

Quiz 16: Data and Analytics

Name one important secondary research group.

Data science is an amalgamation of which skills?

What is data munging or data wrangling?

What are the essential computing resources?

Name an advanced programming language.

Name the three types of marketing analytics.

What is customer churn?

What is CSAT?

Name the analytical technique used to recommend products to customers.

Optus has recently changed the colour of an advertisement in their App which links customers to the website to provide special discount offers. As Optus measures the click through rate, this is an example of___________.

Up to how many differences are allowed between versions A and B in A/B testing?

What are internal analytics used for?

How do we prevent an over-fit of a model?

Name one type of software used to spot visual patterns.

What does data mining do?

Deep learning helps to solve problems related to which fields?

How is textual information categorised?

What is data that is presented in rows and columns called?

What is data snooping?

According to LinkedIn, what are the two top skills required by a data scientist?