Deck 5: CRM and Data Management

Question 1

Data latency can be demonstrated by a late evening telephone solicitation to a person who opted out of solicitations on the same company's web site several days before the call.

Answer 1

True

Question 2

The digital age has introduced a more discerning customer who expects much more from their interactions with a business.

Answer 2

True

Question 3

To enable CRM effectively, disparate customer data must be integrated into a cohesive information flow so that all data can be available during a customer interaction.

Answer 3

True

Question 4

Data latency means that all relevant customer data is available at all required customer interaction touch points.

Question 5

It is better to have inconsistent data than inaccurate data.

Question 6

All points of customer and business user interaction that determine the nature of the relationship must have access to relevant customer data.

Question 7

A reference database can be considered a component of CDI.

Question 8

Individuals with the same last name and different addresses may be defined as one household.

Question 9

Construction of a database is the first step in the CDI process.

Question 10

Each individual in a household is assigned the same individual identification.

Question 11

Kiosks, inbound telemarketing calls, and a fax can be considered touch points.

Question 12

Outsourcing the call center function can enhance the CRM effort.

Question 13

Data priority tables are not critical to the data collection process, and if needed can be added after data collection has started.

Question 14

Splitting linkage and non-linkage data is a complex task.

Question 15

Address correction software can be used in a batch or real-time environment.

Question 16

The success of a business-customer relationship is determined by:

A)The quality of the telephone conversation
B)The efficiency of direct mail
C)The efficiency of a web transaction
D)The quality of the interactions
E)A pleasant salesperson

Question 17

Enabling relevant information to flow freely throughout an organization to the point of the interaction is a goal of:

A)Householding
B)Customer interaction management
C)Customer Data Integration
D)Interaction application development
E)Data standardization

Question 18

Processing large volumes of data through typical batch processes can result in:

A)Inconsistent data
B)Data duplication
C)Inaccurate data
D)Data latency
E)Consistent data

Question 19

All of the following are CDI requirements except for:

A)Distribution of data from its source to all points of interaction must be standardized
B)All databases must capture and store data the same way.
C)All interaction points must have access to relevant data.
D)All decision-dependent data needs to be delivered to all respective points of interaction
E)All data must be consistent and accurate.

Question 20

CDI is based on the following components:

A)Data latency and a reference database
B)Reference database, enabling technology and corporate-wide adoption of both the reference database and technology
C)Address standardization, postal processing, and a reference database
D)Enabling technology and a reference database
E)Interaction applications, reference database, and enabling technology

Question 21

Individuals living at the same address with the same last name will be assigned the:

A)Same individual identification and different household identification
B)Same individual identification and same household identification
C)Different individual identification and different household identification
D)Different individual identification and same household identification
E)Same household identification but no individual identification because they have the same last name

Question 22

Which of the following CDI step sequences is correct?

A)Linkage identification, enhancement, suppression
B)Collection rules, collection definitions, touch point identification
C)Touch point identification, collection rules, collection definitions
D)Linkage identification, postal, correction
E)Correction standardization, linkage identification

Question 23

Which of the following CDI step sequences is incorrect?

A)Common format, separate linkage data, standardize
B)Enhancement, suppression, consolidation
C)Touch point identification, collection definition, collection rules
D)Postal, suppression, enhancement
E)Linkage identification, enhancement, suppression

Question 24

Identifying all areas of customer interaction is called:

A)Data collection definition
B)Methodology to manage data input process after collection
C)Touch point identification
D)Data consolidation
E)Linkage identification

Question 25

A company that now allows its customer to provide it with their demographic information over the Web in addition to over the telephone needs to verify that its
____ process has been updated.

A)Collection rules
B)Postal
C)Enhancement
D)Data consolidation
E)Suppression

Question 26

A manufacturer should ensure that its dealers POS system is included in its ___ process.

A)Postal
B)Touch point identification
C)Enhancement
D)Suppression
E)Linkage separation

Question 27

Plant square footage is an example of a variable that may appear in a:

A)Data enhancement table
B)Business rule priority table
C)This information would never be input to a CDI process
D)A suppression table
E)Consumer rule priority table

Question 28

Which of the following statements is most true regarding a business rule priority setting table:

A)Only purchase transaction variables need to be included in the table.
B)These tables cannot be created for business customers due to complexity.
C)Only demographic variables should be included in the table.
D)Priority is set by touch point.
E)Priority tables are not needed if there are only two points of customer interaction.

Question 29

Which of the following scenarios is the least desirable?

A)Data is processed quickly, but there are inconsistent accuracy problems.
B)Data is processed quickly, but there are consistent accuracy problems.
C)Data is processed slowly, but there are consistent accuracy problems.
D)Data is processed consistently and accurately.
E)Data is rarely processed within the same time frame but is always consistent and accurate.

Question 30

Which of the following is the most correct?

A)Software always requires data input from different sources to be in the same format.
B)Some software does not require data input from different sources to be in the same format.
C)Common formats ensure data accuracy.
D)Common formats are required for data security.
E)Common formats ensure data integrity.

Question 31

Linkage information components would probably not include:

A)Product purchased
B)Home phone number
C)Email address
D)First name
E)Work phone number

Question 32

Linkage information components would probably include:

A)Number of children
B)Product purchase date
C)Sequence #
D)Gender code
E)Brand preference

Question 33

Non-linkage information would probably include:

A)Sequence #
B)Prior address
C)Work email address
D)State of residence
E)Last name

Question 34

At the very least, linkage information and non-linkage information contain what common variable?

A)Customer name
B)Sequence #
C)Customer zip code
D)Purchased product #
E)Phone #

Question 35

Adding a secondary address line to linkage information would occur in:

A)Suppression processing
B)Business rule priority table creation
C)Consolidation
D)Address standardization
E)Postal processing

Question 36

Address correction processing would probably:

A)Add the correct zip code
B)Change the city, state, and ZIP code for a specific transaction
C)Change the last name of a customer
D)Add a missing phone number
E)Suppress invalid addresses

Question 37

Postal Processing:

A)Ensures optimal delivery
B)Provides a new address for a person who moved
C)Can be used to process business addresses
D)Helps support the CRM effort
E)All of the above

Question 38

Every year approximately ____ of the US population changes their street address.

A)10 to 15 percent
B)5 percent
C)47 percent
D)18 to 20 percent
E)25 percent

Question 39

The deterministic record linkage method:

A)Uses probabilities to determine whether a pair of records refers to the same individual
B)Links pairs of records on the basis of whether they match or agree on certain variables
C)Is the oldest, most time-consuming method of identifying a pair of records
D)Creates and assigns a unique sequence number to facilitate linkage splitting
E)Is the best approach to improving address quality

Question 40

Within the context of record linkage, the total number of linked pairs divided by the total number of true match record pairs is the

A)Overall match rate
B)Specificity
C)Positive predictive value
D)Linkage precision rate
E)True match