MIS 302F Final Study Guide Part 3
Exact match keywords refers to which of these?
A search using any of five keywords.
A search using that keyword only.
A search pulling from a list of ten words previously identified.
A search with continually changing keywords.
When measuring an ad campaign and realizing that a particular publisher, such as Google or Bing or a group of ads for that publisher, tends to have a LOW probability of transaction and LOW CPC, what does this mean for your ad strategy?
Adjust the website design to increase transaction
Fund this ad campaign more
Adjust the ad campaign tactics to improve CPC
Fund this ad campaign less
Which type of search result is obtained when traffic is generated from a paid campaign?
Inorganic search
Organic search
Capital campaign
Search sample
The metric that states an advertiser pays each time a person does something such as make a purchase, is which of these?
Cost per thousand (CPM)
Cost per action (CPA)
Cost per capture (CPC)
A click-through-reason (CTR)
The number of actual transactions or number of delivered clicks is which of these?
Net present value
Transaction conversion rate (TCR)
Revenue per click
Profit per view
_________ is what analyzes every Google search to determine which advertisers' sponsored links appear on every results page.
AdWords
Trends
Analytics
Auction Tool
When measuring an ad campaign and realizing that a particular publisher, such as Google or Bing or group of ads for that publisher, tends to have HIGH probability of transaction and HIGH CPC, what does this mean for your ad strategy?
Adjust the website design to increase transaction
Fund this ad campaign more
Adjust the ad campaign tactics to improve CPC
Fund this ad campaign less
Data mining is ______?
A process of finding meaningful patterns in data to improve decisions
A strategy for locating security software
A means for transferring customer data into software
A location in the cloud to store data securely
Which of the following is NOT an example of data mining?
A retail clothing chain wants to know when and how to discount winter coats in a certain region of the country.
A bank wants to know which customers to target for credit cards and loans.
A grocery chain is interested in knowing its consumers' market baskets to better advertise, display items, and target these customers.
A grocery store wants to store sales transactions to make taxes easier to file.
The government most likely uses data mining to do which of these?
Predict weather patterns
Uncover money laundering or terrorism related activities
Find patterns between genes and diseases
Make decisions about their products and discounts
Before beginning to conduct data mining, a business should do which of these?
Focus on its business and data mining goals
Select a top quality data mining expert to consult
Hire a team of data mining experts to be on site
Set one primary data mining goal and focus on that for one year
Which of these data mining methods finds interpretable human patterns that describe data?
Descriptive data mining
Classification data mining
Predictive data mining
Simplified data mining
Which of these methods uses variables to predict unknown or future values of the outcome?
Descriptive
Classification
Simplified
Predictive
Imagine you want to buy a book on Amazon.com and you want to buy a book that is similar to another book you read in the past. What data mining method most likely could help you make your purchase?
Association rules
Critical analysis
Corner box method
Classification tree
Which data mining method is one of the unsupervised learning tasks where observations about products, people, performance, process, or other events with various attributes are segmented into homogenous subgroups from a heterogeneous data set?
Association rules
Clustering analysis
Corner box method
Classification tree
In the case of Tesco versus Wal-mart, what happened?
Wal-mart was able to beat Tesco in Europe by embracing data mining
Wal-mart was able to beat Tesco in Europe by increased data collection
Tesco was able to beat Wal-mart in Europe by embracing data mining
Tesco was able to beat Wal-mart in Europe by increased data collection
Which of the following was NOT one of the methods Tesco used to beat Wal-mart?
Identified socio-economic groups of people who were likely to leave Tesco and those customers were targeted
Identified which items customers who were likely to leave Tesco mostly bought
Used coupons to attract customers to new and exciting products at Tesco
Undercut Wal-mart on specific item prices to lower incentive for customers to switch
___________________ is the process of identifying or discovering meaningful correlations, patterns, and trends using simple database queries and statistical and mathematical techniques.
Data mining
Correlation
Reference statistics
Mine craft
Which of the following types of data can be used for data mining?
All of these are used for data mining
Transaction Data
Surfing Data
Emotions and Social Interaction Data
Sensor Data
Advanced Scout is data mining software used by the National Basketball Association (NBA) to understand which of these?
Examine how to improve their website
Predict their customers' favorite players
Determine which NBA players perform best and identify how these players fair against various opponents
Identify when to offer coupons to games
There are two common types of methods used in data mining. What are those two methods?
Inferential and substandard methods
Descriptive and predictive methods
Predictive and futuristic methods
Declining and uplifting methods
__________ methods are also used for understanding influences, predicting fraud, sensing market trends, analyzing the market basket, mining emotions, and more.
Descriptive
Classification
Simplified
Predictive
Which of these is a commonly used descriptive method?
Association rules
Critical analysis
Corner box method
Classification tree
Clustering is useful when which of these occurs?
When there are variables associated with one another
When there is a clear pattern that forms quickly
There are many different dimensions to evaluate
There is a single dimension for one variable to analyze
In the Tesco case, which of the following was a finding that Tesco uncovered?
More ethnic people bought diapers, while white people bought beer
More ethnic people bought ethnic food, which was expected
More white people bought diapers, while ethnic people bought beer
More white people bought ethnic food, which was not expected
Which of the following was NOT one of the methods Tesco used to beat Walmart?
Identified socio-economic groups of people likely to leave Tesco and targeted those customers
Identified which items customers who were likely to leave Tesco mostly bought
Avoided use of club cards which Tesco learned created confusion for customers
Undercut Walmart on specific item prices to lower incentives for customers to switch
Companies such as Target use data mining to do which of these?
Examine fraudulent claims
Determine which customers are going to buy products before those customers even know
Identify which employees may leave a company for the competition
All of these are true
Which of these is NOT a common use of data mining?
Identify the profiles of customers and what they buy
Predict who is likely to be successful at a job
Understand what products and services are bought together
Transfer data from computers to servers
Understanding different ______________of customers is descriptive.
Demographics
Generations
Predictive statistics
Classification trees
What term best describes the type of network Facebook or other social media networks are?
Opt-In
Opt-Out
Opt-Around
Opt-Through
Less popular products that have less demand than popular ones make up what is called the ___________.
Longtail
Backlog
Head
Back Channel
Social media has shown that it is able to increase the life of demand and length of popularity of books hereby increasing the area in the __________.
Longtail
Backlog
Head
Back Channel
There are four characteristics needed to monetize social networks. Which characteristic means that users must have a stake in the network effect that goes beyond the traditional value of the more users means more value concept?
Toll booth
Defined values
Marketplace
Stickiness
There are four characteristics needed to monetize social networks. Which characteristic means a company must be able to capture a percent of the transaction value, and become a toll booth?
Marketplace
Defined values
Stickiness
Toll booth
To effectively analyze a social network, which question is NOT one of the most important you should you ask?
What is an entity's overall importance in a network?
How central is an entity within a network?
What is the total dollar value of each node in a network?
How does information flow within a network?
The closeness centrality measures _________________.
The network that connects two or more different sets of network cliques
How connected vertex neighbors are to one another
How connected vertex neighbors are to one another
The nodes that can reach other parts of the network in the shortest manner
This metric measures how connected vertex neighbors are to one another. It is the ratio of the number of edges among adjacent nodes and the total number of possible edges among the vertex’s neighbors.
Degree centrality
Betweenness centrality
Closeness centrality
Cluster coefficient
The cluster coefficient measures __________________.
How connected vertex neighbors are to one another
The degree of the focal node and the degrees of the nodes that it is connected to
The nodes that can reach other parts of the network in the shortest manner
The network that connects two or more different sets of network cliques
Many brands mistakenly focus too much on simply _________ and using this metric as their measure of success.
Making sales to fans
Getting access to potential fans
Accumulating fans
Showing possible fans' ads
To effectively analyze a social network, which question is one of the most important you should you ask?
How much is the value of each node?
How highly connected is an entity within a network?
How many companies are in the network?
How well do the connections interact?
Degree centrality refers to which of these?
The number of direct connections a node has
The number of nodes between two nodes
The three most important people in a network
The number of people in a network
This metric plays an important role in the network that connects two or more different sets of network cliques. A person or group with high ___________ has significant influence over multiple sub-networks.
Degree centrality
Cluster Coefficient
Closeness centrality
Betweenness centrality
When analyzing a social network, if there is too much ________, it may be challenging for users to find your company on the network and this may not be an effective network for your business.
Customization
Clutter
Lock-in
Stability
Brands use___________and other paid media to attract fans to the brand page on a social network.
Customers
Network spies
Subliminal messages
Display ads
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