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

Accepted Answer

B

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.

Accepted Answer

C

Question 3

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

Accepted Answer

Practitioner William Disch emphasizes the importance of combining external and public data sources when addressing business problems. He believes that utilizing a wide range of data sources, including those outside of the organization's internal data, can provide a more comprehensive and accurate understanding of the business environment. By integrating external data such as market trends, customer behavior, and industry benchmarks with internal data, businesses can gain valuable insights that can inform strategic decision-making and improve overall performance. Disch argues that relying solely on internal data may lead to a limited perspective and missed opportunities, and that leveraging external and public data sources is essential for gaining a competitive edge in today's dynamic and rapidly changing business landscape.

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

Accepted Answer

The manufacturer variable in the context of the Red Ventures Internet marketing company case study refers to the maker of the device used to browse the online site. This information is crucial for understanding the types of devices visitors use, which can influence website design and marketing strategies.

Question 5

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

Accepted Answer

Customer-generated social media feedback is considered an external source of data since it originates from outside the organization, specifically from the customers themselves.

Question 6

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

Accepted Answer

Outliers in a dataset can indicate anomalies, errors, or unique instances that deviate significantly from the rest of the data, thus helping in identifying unusual patterns or behaviors within the dataset.

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.

Accepted Answer

Cognitive analytics systems, like the one North Face uses, leverage machine learning algorithms to improve their recommendations and decision-making processes over time as they are exposed to more data from customer interactions on their website or mobile app.

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

Accepted Answer

Bounced sessions describe the number of times a user visits a web page but leaves without any interaction, which is a key metric in analyzing web traffic and user engagement.

Question 9

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

Accepted Answer

Traditional data exploration involves analyzing various data sources, such as promotional emails, to identify patterns and relationships, including their impact on sales.

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

Accepted Answer

1-800-Flowers.com uses a natural language processing application to help customers find the perfect gift by understanding and processing human language inputs.

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

Accepted Answer

Deep learning utilizes multiple layers of abstract variables in neural network models to analyze and make sense of data, images, sound, and text.

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

Accepted Answer

The answer of In the Red Ventures Internet marketing company...

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

Accepted Answer

The total_duration variable in the context of internet marketing, particularly in a case study involving Red Ventures, would logically refer to the total time a user spent on the site, measured in milliseconds. This encompasses all activity durations during a visit, not just active engagement or specific interactions.

Question 14

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

Accepted Answer

Honda implemented natural language processing (NLP) technology to efficiently analyze customer feedback and insights, significantly reducing the time required for this analysis by 80 percent. This allowed Honda to quickly understand customer preferences and improve their products and services accordingly.

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

Accepted Answer

The answer of The ________ cognitive technology helped Pebble Bay...

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

Accepted Answer

North Face's pilot study showed that customers clicked on product recommendations 60 percent of the time.

Question 17

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

Accepted Answer

The answer of Write a summary of the four cognitive...

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

Accepted Answer

Deep learning, a subset of machine learning, is most commonly used for complex tasks such as speech recognition and image identification due to its ability to learn from large amounts of data.

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

Accepted Answer

A user session in the Red Ventures Internet marketing company case study expires when the user has no browsing activities for 30 minutes. This is a common session timeout practice to ensure security and optimize system resources.

Question 20

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

Accepted Answer

IBM Watson competed on Jeopardy and won against champions Ken Jennings and Brad Rutter in 2011.

Quiz 3: Exploratory Data Analysis Using Cognitive Analytics

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

Identify the use of deep learning cognitive technology.

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

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

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

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

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.

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?

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

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

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

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

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

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

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

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

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

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

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

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