Marketing Analytics Final Exam |\ |\ |\ |\
QUESTIONS WITH ANSWERS |\ |\
The Proctor & Gamble brand Olay has a mobile
|\ |\ |\ |\ |\ |\ |\ |\ |\
application that enables customers to obtain skincare
|\ |\ |\ |\ |\ |\ |\
assessments. The app examines the customer's image to |\ |\ |\ |\ |\ |\ |\ |\
determine potential skin issues and then recommends
|\ |\ |\ |\ |\ |\ |\
specific products to address areas of concern. This is an
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
example of using a neural network to|\ |\ |\ |\ |\ |\
personalize customer experiences. |\ |\
In the context of activation functions, which of the
|\ |\ |\ |\ |\ |\ |\ |\ |\
statements is true? |\ |\
Activation functions help the model to detect non-linear
|\ |\ |\ |\ |\ |\ |\ |\
relationships.
A health insurance company uses Neuralmind to drive its
|\ |\ |\ |\ |\ |\ |\ |\ |\
customers to log on to its website and complete a primary
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
health assessment and an insurance quote. This is an
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
example of using a neural network to|\ |\ |\ |\ |\ |\
Increase New Customers |\ |\
,Under Armour has a health-tracking mobile application
|\ |\ |\ |\ |\ |\ |\
known as Record. The app collects health-related data
|\ |\ |\ |\ |\ |\ |\ |\
from a variety of sources, such as manually entered user
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
data, wearable devices, and other third-party
|\ |\ |\ |\ |\ |\
applications. The data includes sleeping patterns, |\ |\ |\ |\ |\ |\
workouts, nutrition, and related information that can best
|\ |\ |\ |\ |\ |\ |\ |\
be used in a neural network t
|\ |\ |\ |\ |\ |\
develop customized digital content, such as exercise and
|\ |\ |\ |\ |\ |\ |\ |\
diet recommendations for its app users.
|\ |\ |\ |\ |\
Neural networks |\
often do not work well with out-of-range data.
|\ |\ |\ |\ |\ |\ |\
Which of the following is an example of using a neural
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
network to create products and make service
|\ |\ |\ |\ |\ |\ |\
recommendations?
Netflix uses neural networks to develop insights into
|\ |\ |\ |\ |\ |\ |\ |\
viewer preferences to improve production and
|\ |\ |\ |\ |\ |\
procurement of relevant movies. |\ |\ |\
,In a neural network, the hidden layer sits on top of the
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
input and output layers. |\ |\ |\
False
A marketing company uses BrainMaker to identify the
|\ |\ |\ |\ |\ |\ |\ |\
customers who are most likely to click on their direct mail |\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
based on their past purchase behavior. This resulted in a
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
35 percent drop in advertising costs. This is an example
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
of using a neural network to
|\ |\ |\ |\ |\
classify new customers by their likely profitability when
|\ |\ |\ |\ |\ |\ |\ |\
planning direct marketing strategies. |\ |\ |\
In a neural network, inputs
|\ |\ |\ |\
are variables from the dataset that move information to
|\ |\ |\ |\ |\ |\ |\ |\ |\
the next layer via connections.
|\ |\ |\ |\
Neural networks can aid marketers in predicting customer
|\ |\ |\ |\ |\ |\ |\
behavior, understanding buyer segmentation, developing
|\ |\ |\ |\ |\
brand strategies, forecasting sales, optimizing inventory,
|\ |\ |\ |\ |\ |\ |\
improving marketing automation, developing digital |\ |\ |\ |\ |\
content, and much more. |\ |\ |\
True
, Regression is useful for forecasting consumer behavior |\ |\ |\ |\ |\ |\ |\
when predictive relationships are linear.
|\ |\ |\ |\
True
In a neural network, which of the following occurs during
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
the process of forward propagation?
|\ |\ |\ |\
sending of data through the hidden layer where it is
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
processed using an activation function |\ |\ |\ |\
A neural network is constantly learning until the final
|\ |\ |\ |\ |\ |\ |\ |\ |\
optimized solution is obtained, which is when model
|\ |\ |\ |\ |\ |\ |\ |\
prediction is no longer improving. |\ |\ |\ |\
True
In a neural network, the output is calculated as
|\ |\ |\ |\ |\ |\ |\ |\
Output = sum (weights × inputs) + bias.
|\ |\ |\ |\ |\ |\ |\
QUESTIONS WITH ANSWERS |\ |\
The Proctor & Gamble brand Olay has a mobile
|\ |\ |\ |\ |\ |\ |\ |\ |\
application that enables customers to obtain skincare
|\ |\ |\ |\ |\ |\ |\
assessments. The app examines the customer's image to |\ |\ |\ |\ |\ |\ |\ |\
determine potential skin issues and then recommends
|\ |\ |\ |\ |\ |\ |\
specific products to address areas of concern. This is an
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
example of using a neural network to|\ |\ |\ |\ |\ |\
personalize customer experiences. |\ |\
In the context of activation functions, which of the
|\ |\ |\ |\ |\ |\ |\ |\ |\
statements is true? |\ |\
Activation functions help the model to detect non-linear
|\ |\ |\ |\ |\ |\ |\ |\
relationships.
A health insurance company uses Neuralmind to drive its
|\ |\ |\ |\ |\ |\ |\ |\ |\
customers to log on to its website and complete a primary
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
health assessment and an insurance quote. This is an
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
example of using a neural network to|\ |\ |\ |\ |\ |\
Increase New Customers |\ |\
,Under Armour has a health-tracking mobile application
|\ |\ |\ |\ |\ |\ |\
known as Record. The app collects health-related data
|\ |\ |\ |\ |\ |\ |\ |\
from a variety of sources, such as manually entered user
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
data, wearable devices, and other third-party
|\ |\ |\ |\ |\ |\
applications. The data includes sleeping patterns, |\ |\ |\ |\ |\ |\
workouts, nutrition, and related information that can best
|\ |\ |\ |\ |\ |\ |\ |\
be used in a neural network t
|\ |\ |\ |\ |\ |\
develop customized digital content, such as exercise and
|\ |\ |\ |\ |\ |\ |\ |\
diet recommendations for its app users.
|\ |\ |\ |\ |\
Neural networks |\
often do not work well with out-of-range data.
|\ |\ |\ |\ |\ |\ |\
Which of the following is an example of using a neural
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
network to create products and make service
|\ |\ |\ |\ |\ |\ |\
recommendations?
Netflix uses neural networks to develop insights into
|\ |\ |\ |\ |\ |\ |\ |\
viewer preferences to improve production and
|\ |\ |\ |\ |\ |\
procurement of relevant movies. |\ |\ |\
,In a neural network, the hidden layer sits on top of the
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
input and output layers. |\ |\ |\
False
A marketing company uses BrainMaker to identify the
|\ |\ |\ |\ |\ |\ |\ |\
customers who are most likely to click on their direct mail |\ |\ |\ |\ |\ |\ |\ |\ |\ |\ |\
based on their past purchase behavior. This resulted in a
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
35 percent drop in advertising costs. This is an example
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
of using a neural network to
|\ |\ |\ |\ |\
classify new customers by their likely profitability when
|\ |\ |\ |\ |\ |\ |\ |\
planning direct marketing strategies. |\ |\ |\
In a neural network, inputs
|\ |\ |\ |\
are variables from the dataset that move information to
|\ |\ |\ |\ |\ |\ |\ |\ |\
the next layer via connections.
|\ |\ |\ |\
Neural networks can aid marketers in predicting customer
|\ |\ |\ |\ |\ |\ |\
behavior, understanding buyer segmentation, developing
|\ |\ |\ |\ |\
brand strategies, forecasting sales, optimizing inventory,
|\ |\ |\ |\ |\ |\ |\
improving marketing automation, developing digital |\ |\ |\ |\ |\
content, and much more. |\ |\ |\
True
, Regression is useful for forecasting consumer behavior |\ |\ |\ |\ |\ |\ |\
when predictive relationships are linear.
|\ |\ |\ |\
True
In a neural network, which of the following occurs during
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
the process of forward propagation?
|\ |\ |\ |\
sending of data through the hidden layer where it is
|\ |\ |\ |\ |\ |\ |\ |\ |\ |\
processed using an activation function |\ |\ |\ |\
A neural network is constantly learning until the final
|\ |\ |\ |\ |\ |\ |\ |\ |\
optimized solution is obtained, which is when model
|\ |\ |\ |\ |\ |\ |\ |\
prediction is no longer improving. |\ |\ |\ |\
True
In a neural network, the output is calculated as
|\ |\ |\ |\ |\ |\ |\ |\
Output = sum (weights × inputs) + bias.
|\ |\ |\ |\ |\ |\ |\
