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Q1. We have done an RFM analysis on our customer data. Mary Jones has a score of "1 1 5". This series means that Mary ________
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Q2. This is an approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information
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Q3. This is the processing of data about customers and their relationship with the enterprise in order to improve the enterprise's future sales and service and lower cost
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Q4. In OLAP, we are interested in ________
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Q5. This is an XML-based metalanguage developed by the Business Process Management Initiative (BPMI) as a means of modeling business processes, much as XML is, itself, a metalanguage with the ability to model enterprise data
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Q6. In an Internet context, this is the practice of tailoring Web pages to individual users' characteristics or preferences
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Q7. One popular classification technique in Business Intelligence (BI) reporting is ________
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Q8. In data mining, this is a technique used to predict future behavior and anticipate the consequences of change
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Q9. Which of the following is not a reason that operational data are difficult to read?
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Q10. We have Market Basket data for 1,000 rental transactions at a Video Store. There are four videos for rent -- Video A, Video B, Video C and Video D. The probability that Video D will be rented given that Video C has been rented is known as ________
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Q11. This is an arrangement in which a company outsources some or all of its customer relationship management functions to an application service provider (ASP).
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Q12. This is a broad category of applications and technologies for gathering, storing, analyzing, and providing access to data to help enterprise users make better business decisions
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Q13. This is a systematic approach to the gathering, consolidation, and processing of consumer data (both for customers and potential customers) that is maintained in a company's databases
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Q14. This is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, spending habits, and so on
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Q15. This is a central point in an enterprise from which all customer contacts are managed
