Chap 7: Data analytics for marketing management

Question 1

3 types of data

Answer 1

• Volunteered data: consumers grant access to data
• Observed data: data recorded from consumers’ actions
• Inferred data: data analysis from these two data.

Question 2

Attributes of data

Answer 2

Searchability, Visibility, Persistency, Spreadability.

Question 3

3 dimensions of data

Answer 3

velocity (data in real-time), volume, variety

Question 4

6 categories of e-communication tools

Chaffey and Smith, 2012

Answer 4

Search engine, Online PR, Interactive tools, Social media, Online partnership, Opt-in email