Ch 1

Question 1

In a recent IBM global survey, over 700 chief marketing officers revealed their top priorities for marketing. Which of the following is one of those priorities?

Answer 1

increase digital acumen

Question 2

Which is least likely to be an example of unstructured data?

Answer 2

spreadsheet

Question 3

Which is least likely to be an objective for analytics?

Answer 3

Qualitative reasoning

Question 4

Which is most false about unstructured data?

Answer 4

Fits a relational data model

Question 5

In which of the following competing implementations of Structured Query Language can data be stored before it is structured?

Answer 5

None of the above

Question 6

Which of the following studies ways of implementing a strategy based on insights from prior analytics?

Answer 6

Prescriptive analytics

Question 7

What are the three steps of getting data ready?

Answer 7

Clean, structure, and integrate

Question 8

What are the three legs of marketing analytics?

Answer 8

Data, analytics, and visualization

Question 9

Marketing analytics is

Answer 9

The use of data to gain insights from data to maximize marketing outcomes

Question 10

Cleaning data includes dealing with data that are

Answer 10

Incomplete, outliers, or inconsistent