Lesson 2: Variables and Data

Question 1

Data that cannot be counted, measured, or easily expressed using numbers.

Answer 1

Qualitative

Question 2

Information a company collects directly from its customers and owns.

Answer 2

First-party data

Question 3

Is the process of cleaning, and transforming raw data prior to processing and analysis

Answer 3

data preparation

Question 4

Is any information collected by an entity that does not have a direct relationship with the user the data is being collected on

Answer 4

third-party data

Question 5

Indicates how reliable a given dataset is across key dimensions like completeness, consistency, accuracy, and more.

Answer 5

Data Quality

Question 6

Information all about consumers, from their household, demographic and lifestyle details to their behaviors and buying

Answer 6

Consumers analytics data

Question 7

A numerical type of data that includes whole, concrete numbers with specific and fixed data values determined by counting

Answer 7

Discrete data

Question 8

Ensure your data is consistent within the same dataset and/or across multiple datasets.

Answer 8

Consistency

Question 9

Data that can take any value

Answer 9

Continuous

Question 10

Data that can be counted or measured in numerical values.

Answer 10

Quantitative

Question 11

Characteristic of members of a population.

Answer 11

Variables

Question 12

Observations of variable

Answer 12

Data

Question 13

Contains variables and observations

Answer 13

Dataset

Question 14

Numbers with known differences between variables, such as time.

Answer 14

Interval

Question 15

Numbers that have measurable intervals where difference can be determined such as height or weight.

Answer 15

Ratio

Question 16

Data used for naming variables, such as hair color.

Answer 16

Nominal

Question 17

Data used to describe the order of values, such as 1= happy, 2= neutral, 3 = unhappy.

Answer 17

Ordinal

Question 18

Ensure data is close to the true values

Answer 18

Accuracy

Question 19

If it measures what it is supposed to measure.

Answer 19

Validity

Question 20

The degree to which all required data is known

Answer 20

Completeness

Question 21

The degree to which the data is specified using the same unit of measure.

Answer 21

Uniformity

Question 22

Is the process of fixing or removing incorrect, corrupted, incorrectly formatted, duplicate, or incomplete data within a dataset

Answer 22

Data Cleansing

Question 23

A script is a series of analytics commands that are executed sequentially and used to automate work within analytics.

Answer 23

Scripting

Question 24

To extract data from a source, convert it into a usable format, and deliver it to a destination. This entire process is known as ELT (Extract, Load Transform)

Answer 24

Data Transformation

Question 25

A central repository of information that can be analyzed to make more informed decisions.

Answer 25

Data warehousing

Question 26

Data Life Cycle

Answer 26

Create - Store - Use - Share - Archive - Destroy

Question 27

Data shared by another organization about its customers ( or its first-party data.)

Answer 27

Second - party data

Question 28

DATA COLLECTION METHODS USED IN ANALYTICS

Answer 28

• Surveys • Transactional Tracking (POS System) • Interview and Focus groups • Observation • Online Tracking (Internet Cookies) • Forms

Question 29

CONSUMERS ANALYTICS DATA

Answer 29

Descriptive Behavioral Interactive Attitudinal

Question 30

Six Effective Ways to use your first-party data: Segment your audience and create engaging customized emails that are relevant to that group.

Answer 30

Emails

Question 31

Six Effective Ways to use your first-party data: A/B test using customer data on your landing pages to see which message resonates amongst a particular audience.

Answer 31

Landing pages

Question 32

Six Effective Ways to use your first-party data: Target distinct personas through paid advertising across channels

Answer 32

Paid ads

Question 33

Six Effective Ways to use your first-party data: Create tailored content in a variety of formats (e.g. blogs, videos, ebooks).

Answer 33

Social media

Question 34

Six Effective Ways to use your first-party data: Offer early-bird access to sales, discounts or free content (e.g. a relevant eBook)

Answer 34

Loyalty programs or membership

Question 35

Six Effective Ways to use your first-party data: If you’re a B2B marketer, use this data to create relevant and personalized content

Answer 35

Account-based marketing

Question 36

Data Types: Pass/Fail

Answer 36

Binary