Marketing Analytics Test
1 | Study Guide, Exam
Review & Practice
Questions
|Guaranteed success|
, Terms in this set (95)
primary data collected especially to address a specific research objective (surveys
experiments, feedback)
secondary data data previously collected for some other purpose (census data, previously
collected primary data)
pros and cons of secondary data cheaper, faster, sometimes more accurate
wrong units, aggregation issues, accuracy concerns
data collection obtaining the right to achieve the right information
behavioral digital data clicks, time spent on website, conversion rates
accounting data sales and price information
data storage collected and managed data is stored in relational databases or data
management platforms
relational databases a way to store data so it can easily be retrieved (SQL server, Azure SQL by
Microsoft)
Data Management platforms adobe audience manager and oracle BlueKai
data cleaning things to check: up to date, duplicates, check IDs, missing values, numerical
outliers
unstructured data data that doesn't reside in traditional databases like text, images, videos, social
media posts, comments
structured data data stored in a database using tools and techniques to extract relevant
information
internal data data from a company's own operations (sales transactions, website visits, click
rates, purchase frequency)
1 | Study Guide, Exam
Review & Practice
Questions
|Guaranteed success|
, Terms in this set (95)
primary data collected especially to address a specific research objective (surveys
experiments, feedback)
secondary data data previously collected for some other purpose (census data, previously
collected primary data)
pros and cons of secondary data cheaper, faster, sometimes more accurate
wrong units, aggregation issues, accuracy concerns
data collection obtaining the right to achieve the right information
behavioral digital data clicks, time spent on website, conversion rates
accounting data sales and price information
data storage collected and managed data is stored in relational databases or data
management platforms
relational databases a way to store data so it can easily be retrieved (SQL server, Azure SQL by
Microsoft)
Data Management platforms adobe audience manager and oracle BlueKai
data cleaning things to check: up to date, duplicates, check IDs, missing values, numerical
outliers
unstructured data data that doesn't reside in traditional databases like text, images, videos, social
media posts, comments
structured data data stored in a database using tools and techniques to extract relevant
information
internal data data from a company's own operations (sales transactions, website visits, click
rates, purchase frequency)
