Q1. 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
data mart
business intelligence
business information warehouse
best practice
Q2. 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
service oriented integration
application integration
database marketing
marketing encyclopedia
Q3. We have done an RFM analysis on our customer data. Mary Jones has a score of "1 1 5". This series means that Mary ________
Hasn't ordered recently, orders infrequently, but places a large order when she orders
Has ordered recently, orders frequently, but doesn't place a large order when she orders
Has ordered recently, orders frequently, and places a large order when she orders
Hasn't ordered recently, orders infrequently, and doesn't place a large order when she orders
Q4. Which of the following is not a reason that operational data are difficult to read?
Non-integrated data
Missing values
Dirty data
Non-duplicated data
Q5. This is an arrangement in which a company outsources some or all of its customer relationship management functions to an application service provider (ASP).
hosted CRM
supplier relationship management
Customer Information Control System
spend management
Q6. In an Internet context, this is the practice of tailoring Web pages to individual users' characteristics or preferences
client/server
customer-facing
Web services
personalization
customer valuation
Q7. 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
customer segmentation
customer life cycle
customer managed relationship
customer service chat
Q8. 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
clickstream analysis
customer relationship management
database marketing
CRM analytics
Q9. 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
e-biz
BPML
ebXML
BizTalk
Q10. One popular classification technique in Business Intelligence (BI) reporting is ________
both cluster analysis and regression analysis
RFM analysis only
regression analysis only
cluster analysis only
Q11. 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 ________
the basic probability
lift
support
confidence
Q12. This is an approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information
batch processing
data mining
customer managed relationship
one-to-one marketing
permission marketing
Q13. In data mining, this is a technique used to predict future behavior and anticipate the consequences of change
predictive technology
disaster recovery
phase change
predictive modeling
Digital Silhouettes
Q14. This is a central point in an enterprise from which all customer contacts are managed
help system
call center
contact center
multichannel marketing
Q15. In OLAP, we are interested in ________
measures only
levels only
measures and dimensions
dimensions only