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Question 1
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Positioning customer relationship management (CRM) as a comprehensive business model provides the impetus for top management to properly support it over the long run.

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Question 2
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It is possible today to calculate the total financial returns for each customer.

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Question 3
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Customer satisfaction and customer loyalty, two metrics used by brand managers, are metrics used in customer relationship management.

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Question 4
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One major objective of CRM is customer replacement.

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Question 5
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Marketing planning is the first phase of the customer relationship management (CRM) process cycle.

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Question 6
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Data mining helps in segmenting customers in order to target key markets.

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Question 7
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When a salesperson calls on a prospect and meets face to face, it is an example of an interactive touchpoint.

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Question 8
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When a customer willingly gives a company sensitive information, such as a social security number, the company is not responsible for the security of this information.

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Question 9
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Increasing formalization of customer analysis processes is a component of a customer-centric culture.

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Question 10
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The four Vs of Big Data are volume, velocity, variety, and visibility.

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Question 11
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A POS system is in use when you go to a grocery store and your transaction is collected at the cash register so companies can analyze your purchase behavior.

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Question 12
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Cross-promotional opportunities are a benefit of collecting data from mobile apps.

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Question 13
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Marketing analytics is a new concept brought about by the increased use of mobile phones.

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Question 14
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When the online shore store Zappos collects information on the average dollar amount a customer spends in a single transaction, it is using descriptive analytics.

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Question 15
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Of the four marketing analytics approaches, diagnostic analytics is the most complex.

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Question 16
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Jeremiah wants to find out if the new advertising campaign is positively impacting sales. He is likely to use diagnostic analytics.

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Question 17
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Big Data can be leveraged to optimize the marketing mix.

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Question 18
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It has been demonstrated for some products that exposure to television advertisements influences the number of brand-specific keyword searches conducted online by customers. In this instance, the conclusion drawn is based on attribution.

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Question 19
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About the only thing you know for certain about your first version of a marketing dashboard is that it will likely look the same in a year or two.

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Question 20
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One potential pitfall of using a dashboard approach to marketing metrics is not insuring that senior management believe in and understand the dashboard.

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