Topic 2: Variables and Data

Question 1

characteristic of members of a population

Answer 1

Variables

Question 2

observations of variable

Answer 2

Data

Question 3

contains variables and observations (arrows & columns)

Answer 3

Data sets

Question 4

Data that can be measures with Numbers

Answer 4

Quantitative

Question 5

Data that can be measure with Non-numerical data

Answer 5

Qualitative

Question 6

Whole number that can’t be broken down

Answer 6

Discrete

Question 7

number that can be broken down eg. Height

Answer 7

Continuous

Question 8

Number with known difference between variables eg. time (No true zero)

Answer 8

Interval

Question 9

Number that have measurable intervals where difference can be determined e.g height (Has True Zero)

Answer 9

Ratio

Question 10

Data use for naming variables eg. Hair color

Answer 10

Nominal

Question 11

Data used to describe order of values

Answer 11

Ordinal

Question 12

(4) Consumer analytics data (ADBI)

Answer 12

Attitudinal; Descriptive; Behavioral; Interactive

Question 13

DATA COLLECTION METHODS USED IN ANALYTICS (Sources of Data)

Answer 13

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

Question 14

collected directly from users by your organization (consumer data)

Answer 14

first-party data

Question 15

Sources of first-party data include:

Answer 15

• Website or app behavior
• Email and newsletter subscribers
• Lead generation campaigns
• Surveys
• Social media
• Subscriptions
• Customer feedback
• Customer service/sales conversations
• Online chat

Question 16

Benefits of First-party data

Answer 16

• Personalization and integration
• Target the right customers
• Accuracy and control
• Strengthen customer relationships
• Compliance with privacy laws (GDPR & DPA)
• Lower cost

Question 17

Six effective ways to use your first-party data (consumer data) -SPELLA

Answer 17

Social Media; Paid ads; Email; Loyalty programs; Landing Pages; Account based marketing

Question 18

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

Answer 18

Second-party data

Question 19

data that’s been aggregated and rented or sold by organizations that don’t have a connection to your company or users

Answer 19

third-party data

Question 20

Benefits of Second-party data

Answer 20

-It enables you to scale by connecting with new audiences that match your own audience data.
- Combine it with your first-party data to build improved predictive models.
- You can develop better audience insights by analyzing a more extensive audience group.

Question 21

Data Quality (VACCU)

Answer 21

Validity; Accuracy; Completeness; Consistency; Uniformity

Question 22

Ensure your data is close to the true values.

Answer 22

accuracy

Question 23

If it measures what it is supposed to measure

Answer 23

validity

Question 24

The degree to which all required
data is known.

Answer 24

completeness

Question 25

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

Answer 25

consistency

Question 26

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

Answer 26

uniformity

Question 27

(4) Data Preparation

Answer 27

Data cleansing; Scripting; Data transformation; Data warehousing

Question 28

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

Answer 28

Data cleansing

Question 29

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

Answer 29

Scripting

Question 30

ETL process (Extract, Load, Transform). or to extract data from a source, convert it into a usable format, and deliver it to a destination.

Answer 30

Data transformation

Question 31

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

Answer 31

Data warehousing

Question 32

Data Life Cycle (6)

Answer 32

Create-Store-Use-Share-Archive-Destroy

Question 33

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

Answer 33

Qualitative

Question 34

Information a company collects directly from its customers and owns

Answer 34

First-party data

Question 35

The process of cleaning and transforming raw data prior to processing and analysis.

Answer 35

Data preparation

Question 36

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

Answer 36

Third-party data

Question 37

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

Answer 37

Data quality

Question 38

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

Answer 38

(Consumer analytics data)

Question 39

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

Answer 39

Discrete

Question 40

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

Answer 40

Consistency

Question 41

Data that can take any value (Infinite numbers)

Answer 41

Continuous

Question 42

Data that can be counted or measured in numerical values.

Answer 42

Quantitative