Digital Brand Management

Question 1

Data analyst

Answer 1

• Collect and integrate large-scale datasets
• Develop algorithms and execute analytical models, preparing data visualizations
• Advanced data, software and programming skills

Question 2

Data translator

Answer 2

• Bridging role between data analytics and analytics director
• Identify relevant marketing problems and data-driven ways to approach them
• Interpret results and determine courses of action

Question 3

Analytics director

Answer 3

• Leadership role: strong domain knowledge and strategic decision-making skills
• Ensuring that data analytics programs are aligned with overall business objectives
• Prioritize projects, develop roadmap, simplify complex models, manage budget, develop teams

Question 4

Face validity

Answer 4

Model aligns with prior belief or intuition
regarding the direction of change

Question 5

Quantification

Answer 5

Model precisely indicates the extent to which one should increase or decrease each
marketing action

Question 6

What is brand and customer analytics?

Answer 6

Brand and customer analytics is the process of collecting and analyzing datasets related to brands and customers in a systematic way to draw conclusions on marketing strategies and improve business outcomes with the help
of analytic tools and techniques.

Question 7

Transform data into action

Answer 7

Data
Cloud Storage
Analytic Models
Insights
Action

Question 8

Model types

Answer 8

Descriptive, predictive, prescrictive.