Deck 6: Technology and Data Platforms

Question 1

In some instances, CRM enabling technology solutions have been positioned so well that companies who adopt the solutions feel that implementation of the technology is the CRM solution.

Answer 1

True

Question 2

List rental is a good alternative to CRM.

Answer 2

False

Question 3

For mass communication to be successful, technology must be integrated across all of the company's business disciplines.

Answer 3

False

Question 4

Word-of-mouth measurement has a better chance of success if attempted in an integrated marketing environment.

Question 5

LTV is easier to calculate in a mass communication environment versus a database marketing environment.

Question 6

The chances are good that LTV is more accurate in an integrated marketing
environment versus a database marketing environment.

Question 7

Real-time and online processing capabilities cannot be present in a database
marketing environment.

Question 8

Data preparation is required in a database marketing environment.

Question 9

Data preparation can be performed in both a batch and an online environment.

Question 10

A data warehouse is designed to contain a limited amount of information.

Question 11

An operational data store is designed for quick read/write access on demand.

Question 12

A data warehouse uses business rule software to update the operational data store on a periodic basis.

Question 13

Data marts are subsets of a data warehouse.

Question 14

Campaign management software is used to access an operational data store.

Question 15

A logical data model is a blueprint to be used in the creation of a physical database.

Question 16

The evolution of marketing and technology has happened across ____ phases.

A)Mass communication, direct mail, database marketing
B)Advertising, direct mail, Internet marketing
C)Mass communication, database marketing, integrated marketing
D)Database marketing, integrated marketing, direct response
E)Database marketing, integrated marketing, Internet marketing

Question 17

____ emphasize lists, offers, and creative programs.

A)Mass communication environments
B)Customer interaction environments
C)Database marketing environments
D)Integrated marketing environments
E)Data warehouse environments

Question 18

An emphasis on the individual customer dialogue and segmentation is indicative of a (an)

A)Integrated marketing environment
B)Mass communication environment
C)Data warehouse environment
D)Database marketing environment
E)Customer interaction environment

Question 19

Channel enhancement, customer dialogue and segmentation, LTV, and word of mouth-calculation are optimized in a (an)

A)Integrated marketing environment
B)Customer interaction environment
C)Mass communication environment
D)Internet marketing environment
E)Direct Marketing environment

Question 20

A database repository designed for quick read/write access on demand is a (an)

A)Data warehouse
B)Reference database
C)Data mart
D)Web site database
E)Operational data store

Question 21

A database repository designed to hold all relevant customer and prospect information is a (an)

A)Data mart
B)Operational data store
C)Data warehouse
D)Reference database
E)Web site database

Question 22

A database repository designed to hold a limited but concentrated set of data which is accessed by specific application software is a (an):

A)Data warehouse
B)Operational data store
C)Website data base
D)Reference database
E)Data Mart

Question 23

A data mart would usually be accessed by:

A)Campaign management software
B)Spreadsheet software
C)Statistical software
D)Data mining software
E)All of the above

Question 24

An operational data store database is updated with data from a

A)Data preparation process
B)Data warehouse
C)Data mart
D)Reference database
E)None of the above

Question 25

A web site would most likely interact with a (an)

A)Data mart
B)Data warehouse
C)Operational data store
D)Reference database
E)Suppression database

Question 26

A marketer monitoring a one-day promotion would be accessing a (an)

A)Operational data store
B)Data mart
C)Data warehouse
D)Reference database
E)Suppression database

Question 27

Marketers analyzing customer transactions with multiple iterations looking for different patterns would most likely be accessing a (an)

A)History table
B)Data mart
C)List
D)Data warehouse
E)Operational data store

Question 28

A POS transaction would probably update databases in the following sequence

A)Data mart, operational data store, data warehouse
B)Operational data store, data warehouse, data mart
C)Data mart, data warehouse, operational data store
D)Data mart, operational data store, data warehouse
E)Data warehouse, data mart, operational data store

Question 29

Marketers analyzing customer responses to a promotion over a two month campaign period would most likely be accessing a (an)

A)Data mart
B)Operational data store
C)Data warehouse
D)Demographic database
E)Promotion database

Question 30

Organizations refrain from allowing people to have write access to a

A)Data warehouse
B)Operational data store
C)Data mart
D)Data mart and operational data store
E)All databases should have write access

Question 31

At the very least organizations should have

A)Data preparation and data mart
B)A data warehouse and data mart
C)A data warehouse and operational data store
D)Data preparation and operational data store
E)A data mart and an operational data store

Question 32

A Logical Data Model (LDM) is required before building a (an)

A)Data mart
B)Data warehouse
C)Operational data store
D)Data mart and data warehouse but not an operational data store
E)Data mart, data warehouse, or operational data store

Question 33

Concurrent with the LDM process, business owners must address

A)Number of individuals accessing the database concurrently
B)Access requirements related to speed and display
C)Data add, delete, and change requirements
D)Scalability requirements
E)All of the above

Question 34

The major components that comprise an integrated marketing environment are

A)Collaborative and operational
B)Operational and analytical
C)Collaborative, analytical, and operational
D)Collaborative and analytical
E)Collaborative, analytical, and direct marketing

Question 35

Fax, web sites, phone, POS, and kiosks are characteristics of a

A)All of the above
B)Collaborative environment
C)Operational environment
D)Analytical environment
E)None of the above

Question 36

Enterprise resource planning would be found in a (an)

A)Analytical environment
B)Operational environment
C)Collaborative environment
D)None of the above
E)All of the above

Question 37

Data mining activity would be found in a (an)

A)Operational environment
B)Collaborative environment
C)Analytical environment
D)None of the above
E)All of the above

Question 38

Collaborative, analytical, and operational environments are integrated via

A)Middleware
B)Database software
C)Enterprise resource Planning
D)Decision Support Systems
E)Bolts

Question 39

____ describes the hardware and computer software technologies that enable communication of voice and information over the phone.

A)Enterprise resource planning
B)Decision support systems
C)Middleware
D)Radio Frequency Identification
E)Computer telephony

Question 40

A Radio Frequency Identification application would most likely interface with a (an)

A)Operational Data Store
B)Data warehouse
C)Data mart
D)Computer telephony
E)Decision support system