Deck 3: Exploratory Data Analysis Using Cognitive Analytics

Question 1

Toyota Financial Services used ________ to enable call center representatives to obtain structured and unstructured data about customers.

A) Cogito
B) IBM Watson
C) Attivio
D) IBM Cognos

Answer 1

IBM Watson

Question 2

Identify the use of deep learning cognitive technology.

A) It enables retailers to reduce checkout times by facilitating automated checkout.
B) It is beneficial in reinforcing the existing marketing practices of a company.
C) It simplifies the customer shopping experience by introducing convenient features.
D) It enables marketers to explain and quantify past shopping behaviors of customers.

Answer 2

It simplifies the customer shopping experience by introducing convenient features.

Question 3

Summarize practitioner William Disch's thoughts on the importance of combining external and public data sources when addressing business problems.

Answer 3

No Answer

Question 4

In reference to the Red Ventures Internet marketing company case study, the manufacturer variable describes the ________.

A) merchant name of the products on the site
B) browser name used for the online site
C) device type used to browse the online site
D) maker of the device used to browse the online site

Question 5

Customer-generated social media feedback is an example of an internal source of data for companies seeking unique customer insights.

Question 6

The presence of outliers in a dataset helps identify anomalies in the data.

Question 7

The cognitive analytics the company North Face uses continues to learn and improve as more customers use their website or mobile app to choose outerwear products.

Question 8

In the Red Ventures Internet marketing company case study, which of the following variables describes the number of times a user visits a web page but leaves without interacting?

A) failed_hits
B) zero_clicks
C) invalid_logins
D) bounced_sessions

Question 9

Identifying the relationship between promotional emails and sales is part of traditional data exploration.

Question 10

1-800-Flowers.com, a computer-automated gift concierge, helps customers find a perfect gift using ________.

A) an automated checkout facility supported by computer vision
B) a natural language processing application
C) machine learning software
D) a deep learning application that employs neural networks

Question 11

Identify the cognitive method that utilizes multiple layers of abstract variables using neural network models.

A) root-cause analysis
B) data visualization
C) data query
D) deep learning

Question 12

In the Red Ventures Internet marketing company case study, the traffic_description variable refers to the ________.

A) source of traffic leading the user to the online site
B) channel the user came from
C) number of pages viewed while browsing the site
D) website the user came from

Question 13

In the Red Ventures Internet marketing company case study, the total_duration variable describes the ________.

A) amount of time the user was actively engaged on the site in milliseconds
B) date on which the online site browsing occurred
C) total time a user was on the site in milliseconds
D) number of times a user visited a page and left without interacting

Question 14

Honda used natural language processing to reduce by 80 percent the time required to analyze customer's insights.

Question 15

The ________ cognitive technology helped Pebble Bay Resort in Monterey, California, to improve its customers' retail experience.

A) IBM Watson
B) Cogito
C) IBM Cognos
D) Attivio

Question 16

When North Face conducted a pilot study to gauge the effectiveness of cognitive analytics, customers clicked on product recommendations ________ of the time.

A) 30 percent
B) 90 percent
C) 60 percent
D) 45 percent

Question 17

Write a summary of the four cognitive data analytic technologies, their functionality, and examples of use.

Question 18

Which of the following cognitive methods is most often used for speech recognition and image identification?

A) deep learning
B) network amplification
C) data visualization
D) cluster analysis

Question 19

In the Red Ventures Internet marketing company case study, a user session expires when the ________.

A) user has no browsing activities for 30 minutes
B) number of site pages visited exceeds 20
C) number of clicks on the site reaches 150
D) user types in an incorrect password

Question 20

IBM Watson competed and lost on the quiz show Jeopardy against champions Ken Jennings and Brad Rutter.

Question 21

Among early adopters of cognitive analytics and knowledge discovery tools, 25 percent reported that artificial intelligence initiatives are necessary to gain a lead over competitors.

Question 22

Which technology makes automated checkouts and driverless cars possible?

A) computer vision
B) association rules
C) SMART principles
D) cluster analysis

Question 23

Exploratory data analysis in general is not helpful in determining irregularities that exist in a dataset.

Question 24

Describe how Macy's uses cognitive data analytics to improve their in-store customer engagement.

Question 25

IBM Watson combined high-speed data processing and machine learning to win the quiz show Jeopardy.

Question 26

Identify a difference between natural language processing (NLP) and computer vision.

A) Computer vision learns from new data without explicit programming, whereas NLP predicts target variables.
B) NLP utilizes a customer's purchase history, whereas computer vision employs website chatbots.
C) NLP extracts meaning from text, whereas computer vision extracts meaning from image pixels.
D) Computer vision technology supports virtual assistants, whereas NLP supports image identification.

Question 27

Honda used ________ to respond quickly to challenges faced by customers and to improve quality and productivity.

A) machine learning
B) natural language processing
C) deep learning
D) computer vision

Question 28

In the Red Ventures Internet marketing company case study, the ________ variable refers to the time a user was active on the site in milliseconds.

A) interaction_time
B) engagement_duration
C) active_milliseconds
D) clicks_time

Question 29

Which of the following improves itself by learning from new data without being explicitly programmed?

A) descriptive statistics
B) cluster analysis
C) machine learning
D) traditional data exploration

Question 30

In the Red Ventures Internet marketing company case study, a web visitor making an actual purchase is referred to as a(n) ________.

A) engagement
B) conversion
C) sale
D) generator

Question 31

Which of the following is an internal source of data for a company seeking improved insights?

A) competitor information
B) customer-generated social media feedback
C) a supply chain partner database
D) customer sales and service records

Question 32

In the Red Ventures Internet marketing company case study, the variable that refers to the origin of traffic to the online site is ________.

A) traffic_source
B) traffic_channel
C) traffic_sessions
D) traffic_description

Question 33

________ can provide personalized experiences to shoppers through website content based upon a history of behaviors, interests, and purchases.

A) Descriptive statistics
B) Natural language processing
C) Computer vision
D) Machine learning

Question 34

Explain exploratory data analysis with a relevant example.

Question 35

In the Red Ventures Internet marketing company case study, the variable ________ refers to the state where the user browsing the online site is from.

A) state_name
B) area
C) country
D) region

Question 36

Explain with an example how exploratory data analysis can help establish patterns between variables that warrant further examination.