WEEK-5
1.
Which type of data provides the most granular level of information about a given individual's customer behavior?
household-level scanner data from their home
market-level sales from where they live
aggregate tracking data for the websites that the person frequently visits
store-level data of the stores that they frequent
2.
Which of the following is the biggest challenge to solving the "advertising attribution problem"?
Most websites don't keep a record of customer visits.
Tracking customers across digital properties is difficult.
There is not significant industry interest, hence no funding available.
There is not enough digital advertising so that the data is sparse.
3.
When setting optimal prices, which of the following is a concern when utilizing a regression of observed sales on observed prices to set them?
Future prices might be outside the range of past prices.
There is not enough variation in observed prices.
Past observed prices are not randomly set.
All of these answers apply.
4.
Which of the following is not a method used to track customers across webpages?
IP address tracking
Pop-up advertising
Registered user login
Cookie insertion
5.
Which of the following are threats to Amazons's use of advanced predictive shipping?
An inability to do prediction at the individual customer level
Lack of data at the individual customer level
None of the answers are correct
A lack of local distribution centers
6.
Which of the following is necessary when running a field experiment?
Massive sample size
Randomization of participants to treatment and control conditions
GPS tracking of individual's location
A lack of competitor interference
7.
Which of the following customers would have a higher expected customer lifetime value?
A customer who spends $200 per year, but has a 30% churn propensity per year.
A customer who spends $100 per year, but has a 10% churn propensity per year.
A customer who spends $150 per year, but has a 20% churn propensity per year.
A customer who spends $250 per year but has a 40% churn propensity per year.
8.
Which of the following statements are correct?
None of these statements is always true.
The most valuable customers to a firm in the future are those with the lowest propensity to churn in the future.
The most valuable customers to a firm in the future are those that currently spend the most.
The most valuable customers to a firm in the future are those with the highest referral value.
9.
When targeting customers for optimal marketing, which of the following rank ordering of customers from highest to lowest is most appropriate to determine which customers to target?
Highest to lowest current period spend
Highest to lowest time with the firm
Highest to lowest marketing effectiveness
Highest to lowest CLV
10.
Which of the following is GPS-based tracking likely to enable firms to do?
Provide targeted advertisements at optimal times
Raise CLV
All of these are correct
Lower churn rates
