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