Big Data & Analytics

Question 1

T or F: big data has a universally agreed upon definition

Answer 1

False

Question 2

what is big data?

Answer 2

larger, more complex data sets that traditional data processing software can’t manage

Question 3

what is the “3 V” definition?

Answer 3

Big data is defined by;
1) volume
2) velocity (data occurs at an unprecedented speed)
3) variety: comes in multiple formats/takes on multiple forms

Question 4

T or F: big data is strategic communication

Answer 4

True: enables strat. communicators to analyze the needs, opinions, attitudes, and behaviors of their stakeholders in even more detail

Question 5

how does big data apply to corporate communication?

Answer 5

makes corporation comm. more analytic and strategic
- how are are people talking about us online?
- what types of messages are most likely to incur brand-level engagement?
- what sorts of needs do our consumers have?

Question 6

T or F: there are only a couple ways that big data is used in strategic communications fields

Answer 6

False: there are numerous ways big data is used in strat. comm fields
- exhaustive list

Question 7

What is metric generation?

Answer 7

when organizations gather large quantities of data from websits and social media platforms

Question 8

what are metrics?

Answer 8

measures of online behavior

Question 9

what is trace data?

Answer 9

traces/footprints that we leave when we use the internet (digital footprint)

Question 10

what are common forms of metrics?

Answer 10

engagement
clickthrough rate
conversions
followers/fans
leads
reach
loyalty

Question 11

T or F: organizations use metrics to derive insights

Answer 11

True: metric-derived insights inform organizational decisions

Question 12

what is social listening?

Answer 12

when organizations use big data to monitor how people talk about them online
- application commonly uses computer-assisted content analysis

Question 13

what is the purpose of computer-assisted content analyses?

Answer 13

to analyze very large amounts of information quickly
- often use machine learning technologies

Question 14

what are machine learning technologies?

Answer 14

a subset of a larger field of artificial intelligence that focuses on teaching computers how to learn without the need to be programmed for specific tasks

Question 15

what is the function of personalization?

Answer 15

organizations can use big data to create personalized media experiences
- used by advertisers to serve advertising content that is relevant to specific interests

Question 16

what is personalization in advertising?

Answer 16

involves using prior online behavior to predict things that one may be interested in the future

Question 17

what technologies are applied to personalization?

Answer 17

cookies, browser fingerprinting, and machine learning/AI

Question 18

T or F: organizations seek to create a user “persona” from multiple data inputs

Answer 18

True

Question 19

T or F: personas are used as the basis for personalization/targeting

Answer 19

True

Question 20

T or F: advertising platforms on social media websites offer organizations a narrow array of tool that are difficult to be used for the purpose of personalize/target advertising and marketing content

Answer 20

False: offers a wide array of tools that can be used for personalization and target advertising

Question 21

T or F: Facebook uses thousands of different targeting parameters that can be segmented into categories such as demographics, interests, behaviors, connections, and etc.

Answer 21

True