Marketing Analytics Exam 2 QUESTIONS WITH ANSWERS

Marketing Analytics Exam 2 QUESTIONS |\ |\ |\ |\ |\




WITH ANSWERS |\




A/B Testing = A/B/N Testing - CORRECT ANSWERS
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✔✔=Split testing |\




Marketing Channels for A/B Testing - CORRECT ANSWERS |\ |\ |\ |\ |\ |\ |\ |\



✔✔•Website promotion (copy, images, video) |\ |\ |\ |\




•Email campaign (messaging, subject line)
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•Social media ads (messaging, images, video)
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•Digital retailing (messaging, pricing)
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•Text coupons (messaging, price promotion)
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•Mobile ad (messaging, images) |\ |\ |\




A/B Tests - CORRECT ANSWERS ✔✔•A/B Tests are field
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experiments in the digital marketing context making use |\ |\ |\ |\ |\ |\ |\ |\



of big data
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•A/B Tests are often run as part of a live, real marketing
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effort.
•A/B are often automated to be adaptive.
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A/B Tests are rooted in experimental design
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,●However, often: - CORRECT ANSWERS ✔✔○A/B Tests |\ |\ |\ |\ |\ |\ |\



often test two or more competing messages without
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necessarily seeking to understand why. |\ |\ |\ |\




○Experiments test hypotheses, seek to understand |\ |\ |\ |\ |\ |\



outcomes and reasons |\ |\




The Econometrics theory behind AB Testing: Causal
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Inference - CORRECT ANSWERS ✔✔●Causal inference is a |\ |\ |\ |\ |\ |\ |\



field for understanding the causal relationships between
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different events. |\




●Let's formalize the notations used in causal inference.
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○Let 𝑥𝑖be the data units, e.g., consumer.
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|\ ○𝑥𝑖: Pretreatment covariates.
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These can be segments, age, gender, registration rate,
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past purchase history of the users. It is often a
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𝑚dimensional vector where 𝑚is the number of features
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about each user. |\ |\




○𝑑𝑖: Treatment. is often binary (e.g., Facebook case), but
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can also take multiple, or even continuous values (e.g.,
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Google case). |\




○𝑦𝑖: Observed outcome. In the above examples, this can
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be an indicator of whether user stay with Facebook or
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click or the weblinkprovided by Google search engine.
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, AI - CORRECT ANSWERS ✔✔is an area of computer
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science that "emphasizes the creation of intelligent
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machinesthat work and react like humans" |\ |\ |\ |\ |\




○Artificial Applied Intelligence - CORRECT ANSWERS
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✔✔•refers to systems that are designed to work on
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specific tasks, such as trading stocks or controlling an
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autonomous vehicle. |\ |\




•is most common
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○Artificial General Intelligence - CORRECT ANSWERS
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✔✔•refers to systems that can handle any task
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•is more complicated since the systems are dealing with
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an infinite number of tasks rather than focusing on just
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one
•is less common
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an example of AI at Uber - CORRECT ANSWERS ✔✔●Uber
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used K-Means Clustering within Machine Learning to
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minimize wait times |\ |\




-utilizes centroids |\




•Applied (More common) - CORRECT ANSWERS
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✔✔trading stocks or controlling an autonomous vehicle,
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