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 ________
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, but places a large order when she orders
Hasn't ordered recently, orders infrequently, and doesn't place a large order when she orders
Q2. This is an approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information
customer managed relationship
data mining
one-to-one marketing
batch processing
permission marketing
Q3. This is a central point in an enterprise from which all customer contacts are managed
multichannel marketing
contact center
help system
call center
Q4. 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
BPML
ebXML
e-biz
BizTalk
Q5. 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
Q6. 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 managed relationship
customer segmentation
customer life cycle
customer service chat
Q7. 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
business information warehouse
best practice
data mart
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
database marketing
customer relationship management
CRM analytics
Q9. Which of the following is not a reason that operational data are difficult to read?
Dirty data
Missing values
Non-integrated data
Non-duplicated data
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 ________
the basic probability
confidence
support
lift
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).
supplier relationship management
spend management
Customer Information Control System
hosted CRM
Q12. In data mining, this is a technique used to predict future behavior and anticipate the consequences of change
phase change
predictive modeling
disaster recovery
Digital Silhouettes
predictive technology
Q13. In an Internet context, this is the practice of tailoring Web pages to individual users' characteristics or preferences
customer valuation
customer-facing
Web services
personalization
client/server
Q14. 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
database marketing
marketing encyclopedia
service oriented integration
application integration
Q15. In OLAP, we are interested in ________
measures and dimensions
dimensions only
measures only
levels only