Week 4: Intent

Question 1

Provide examples of actions in the Intent phase

Answer 1

• Customer adds to cart but does not check out.
• Customer bookmarked the item.
• Customer searches for the item/website.

Question 2

What is the key differences between B2B and B2C customer intent metrics?

Answer 2

B2B customers are typically looking for a solution to a specific business problem, while B2C customers are often looking for a product or service that meets their personal needs or desires.

Question 3

Provide some examples of B2B and B2C customer intent metrics

Answer 3

B2B Intent Metrics
* Lead Quality
* Customer Lifetime Value
* Customer Acquisition Cost
* Churn rate
* Renewal rate

B2C Intent Metrics
* Search volume
* Click-through rate (CTR)
* Social Engagement
* Website Traffic
* Repurchase rate

Question 4

Explain the differences between Implicit and Explicit CTA

Answer 4

• Explicit: If the CTA is in your face (e.g. providing users with links to download the app)
• Implicit: If the CTA is subtle, doesn’t feel like it’s pushing you.
• The choice of Explicit or Implicit would depend on the culture.

Question 5

Explain the process of data cleaning

Answer 5

Data cleaning is the process of wrangling and unifying messy and complex data sets for easy access and analysis

Question 6

Explain the differences between data structure changes (form) vs. Data semantic changes (meaning)

Answer 6

• Form: Transformation of the shape of the underlying data table. Includes, structure and completeness.
• Meaning: Changing the way we interpret the data. Includes, dealing with inconsistencies and validity of the dataset, and the meaning of the data and the ability to help us solve the problem

Question 7

Name the 2 types of data structure

Answer 7

• Short and fat
• Tall and skinny (preferred by data scientists)

Question 8

Explain the 3 rules of tidy data

Answer 8

• Each type of observational unit forms a table
• Each variable forms a column
• Each observation forms a row