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Decks in this class (31)
BASICS/ pre-knowledge
Discrete vs continuous 1,
What are the 4 measurement levels 2,
Difference nominal vs ordinal 3
14
cards
1A. INTRO
What is marketing analytics 1,
What are the 4 types of marketing...,
What are descriptive analytics 3
35
cards
1 READING: Designing Digital Platforms for Social Justice
Why are platforms like amazon met...,
What s the core social justice pr...,
What is a wicked problem pries he...
22
cards
2A. Data Technologies and Analytical Tools
What is structured data 1,
What is unstructured data 2,
What are forms of unstructured da...
25
cards
2B. Accessing Marketing Data
What is a relational database man...,
What is a relational database 2,
What does the relational in relat...
27
cards
2C. Analysing Marketing Data
What are the 4 specific programmi...,
What is python 2,
What are advantages of python 3
14
cards
3A. Customer Segmentation
What is the most foundational iss...,
What are some sources of customer...,
What is a key decision marketeres...
13
cards
3B. Factor Analysis
What is factor analysis primarily...,
Why do we need to reduce summaris...,
Factor analysis allows us to ____...
20
cards
3C. Case Study
What case study was used for an e...,
Two of the variables had an next ...,
What are the 3 assumptions we hav...
28
cards
3 READING (kinda repetitive...)
What problem do pca and factor an...,
Exploratory factor analysis efa v...,
When is pca often recommended vs ...
15
cards
4a. Segmentation and Targeting (Cluster Analysis)
What is the basic idea of cluster...,
What does this drawing show 2,
The difference within clusters wo...
26
cards
4b. Continued.
What is this clustering called 1,
How useful are step 1 and 5 2,
How do we calculate the similarit...
22
cards
4c. Super Bowl Case (Hierarchical Methods)
What was the data collected about 1,
Did this data have to be altered 2,
What do you read from the dendogr...
5
cards
4d. K-Means Clustering
What is a partitioning cluster pr...,
Is k means clustering a partition...,
How does k means clustering work 3
16
cards
5a. Linear Regression
How does linear regression help d...,
What does linear regression do 2,
What measurement level is used in...
16
cards
5b. Logistic Regression
What is a logistic regression use...,
What measurement level can the in...,
What maesurement level can the de...
24
cards
6a. RFM
How can you identify valuable cus...,
What does rfm analysis stand for 2,
What does rfm actually do 3
16
cards
6b. Bookbinders Club (Case)
What is this case about 1,
What is the marketing problem the...,
What does this show 3
16
cards
6c. READING
In rfm which factor is considered...,
In a 5 bin system how many combin...,
What variables are needed for rfm...
6
cards
7a. Customer Lifetime Value Analysis
What is important to remember abo...,
What are the 5 sources of custome...,
How does this show the illusion o...
21
cards
7b. Case: Harvest Market
What is the harvest market case a...,
What are the 3 consumer groups in...,
What is the harvest market planni...
7
cards
7c. READING
Why is customer lifetime value im...,
What does the groupon pizza examp...,
What is the per period retention ...
8
cards
8a. Text Mining
What is the relevance of text dat...,
Is text data unstructed 2,
Text data is _________ structured 3
22
cards
8b. Text Mining Process
What are the 4 main steps in the ...,
What are the 6 steps in data pre ...,
What is the first most foundation...
25
cards
8c. Knime
The knime interface 1,
What is the knime explorer 2,
What is the node repository 3
14
cards
8d. Case: Movie Reviews
What was the case about 1,
What did the workflow in the case...,
What did the pre processing look ...
6
cards
8e. Tutorial
What was the airbnb review topic ...,
What happens in the first step 2,
Why does this step happen step 2 3
6
cards
8f. Reading
What is the title of the paper an...,
What is the paper s main claim 2,
What are the two major distinctio...
21
cards
9a. Social Network Analysis
The relevance of sna 1,
Social network analysis sna 2,
What is the basic idea of a socia...
9
cards
9b. Understanding SNA
What are the two main types of ne...,
What is a whole network 2,
What do researchers do when faced...
26
cards
9c. Visualising in R
What does each row represent 1,
What was the sainsbury s case 2,
What was sna used for in the sain...
6
cards
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MARKETING ANALYTICS
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