Topic 3: Data and Marketing Analytics
UPDATED ACTUAL QUESTIONS AND
CORRECT ANSWERS
Big data - Correct answers✔✔the ever-increasing quantity and complexity of data that is
continuously being produced by various technological sources
Structured data - Correct answers✔✔data generated in such a way that a logical organization is
imposed on it during its generation, thus enabling it to be more readily analyzable for knowledge
creation
easily placed into specific categories and stored within information systems for future analysis
Unstructured data - Correct answers✔✔data generated in such a way that it does not possess a
specific organizational structure that renders it readily analyzable for knowledge creation
most common form of data available to organizations
Semi-structured data - Correct answers✔✔in between structured and unstructured data and
contains some elements of structure that make it easier for machines to understand its
organization
still contains parts that do not possess an appropriate level of structure to make them readily
analyzable by automated means for knowledge creation
Marketing analytics - Correct answers✔✔a set of methods facilitated by technology that utilize
individual-level and market-level data to identify and communicate meaningful patterns within
the data for the purpose of improving marketing related decisions
UPDATED ACTUAL QUESTIONS AND
CORRECT ANSWERS
Big data - Correct answers✔✔the ever-increasing quantity and complexity of data that is
continuously being produced by various technological sources
Structured data - Correct answers✔✔data generated in such a way that a logical organization is
imposed on it during its generation, thus enabling it to be more readily analyzable for knowledge
creation
easily placed into specific categories and stored within information systems for future analysis
Unstructured data - Correct answers✔✔data generated in such a way that it does not possess a
specific organizational structure that renders it readily analyzable for knowledge creation
most common form of data available to organizations
Semi-structured data - Correct answers✔✔in between structured and unstructured data and
contains some elements of structure that make it easier for machines to understand its
organization
still contains parts that do not possess an appropriate level of structure to make them readily
analyzable by automated means for knowledge creation
Marketing analytics - Correct answers✔✔a set of methods facilitated by technology that utilize
individual-level and market-level data to identify and communicate meaningful patterns within
the data for the purpose of improving marketing related decisions
