Deck 7: Database and Customer Data Development

Question 1

Personality and lifestyle are examples of a _____ variable.

A) Geographic
B) Demographic
C) Behavior
D) Scalable
E) Psychographic

Answer 1

Psychographic

Question 2

What is derived data?

Answer 2

Data created or inferred from the observation of other data.

Question 3

What is EIS?

Answer 3

EIS is an abbreviation for Executive Information Systems. It provides
information for high-level decision making.

Question 4

Which database entity(s) are normally used as a source of information for datamining?

Question 5

What are the three variables used by an RFM data mining effort?

Question 6

What variable cluster categories are related to cluster data mining efforts?

Question 7

Identify three data mining approaches excluding RFM, decision tree and clustering?

Question 8

Which industry is usually looked on as a data mining leader and why?

Question 9

Define an ancillary benefit of data mining?

Question 10

What is the advantage to using RFM as an initial data mining effort?

Question 11

What are some of the challenges facing a data miner?