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essentials of marketing analytics

Questions and Answers of Essentials Of Marketing Analytics

Two word phrases are known as bigrams. How can coding text with bigrams improve insights derived from text mining? What problems might arise in using bigrams?
Suppose that on the same day the Sofi a Vergara Diet Pepsi ad with David Beckham aired on two diff erent shows. How would you make a decision about future placement of the ad on the same two TV shows?
Suppose you are a brand manager for Lean Cuisine. How can use text mining of tweets on new products to predict the future success of new products?
Alexander Hamilton, John Jay, and James Madison wrote The Federalist Papers, a series of 85 essays that provide reasons for ratifying the U.S. Constitution.The authorship of 73 of the papers is
Describe how text mining could be used to classify The New York Times stories as international news, political news, celebrity news, fi nancial news, science and technology news, entertainment news,
Describe how text mining could be used to determine from a member of Congress’ tweets whether she is conservative or liberal.
Describe how text mining could be used to mechanically classify restaurant reviews as favorable or unfavorable.
Use your favorite search engine to fi nd the defi nition of “Amazon mechanical Turk.” If you were conducting a text mining study, how would you use Amazon mechanical Turks?
Consider the following three snippets of text: The rain in Spain falls mainly in the plain. The Spanish World Cup team is awesome. Spanish food is beyond awesome.After stemming and stopping these
Suppose a fraction F
For the Watts' Model estimate the final number of viewers for Tom's Petition. This petition had R 0.58 and N 22,582.
Determine the dependence of the spread of the video on the population size as the population size varies between 10 and 100 million.
Apply your new viral marketing model to the Tide Coldwater campaign.
Using the Watts' Model estimate the number of new viewers generated by the Coldwater Tide campaign. Use N = 900,000 and R= 0.041.
Verify that for the Oxygen Network the values of N = 7,064 and S = 30,608 imply that R 0.769.
Assume that T = 0.5 and Nodes 1 and 2 are initially on. Verify that if Node 2 is initially on and T = 0.5 that all nodes will eventually turn on.
Modify the network in Figure 43-2 so that Node 1 is now also linked to Node 3 and Node 5; and Node 2 is now also linked to Node
For the network in Figure 43-2, assume that T = 0.4 and Node 2 is initially on. Show that all nodes will eventually turn on.
Consider a network on a circle for which each node is linked to the closest four nodes. Suppose Node 1 in currently on. If T= 0.5, which nodes will eventually turn on? If T=0.3, which nodes will
Show that for any network following a Power Law Number of nodes with in degree kx Number of nodes with in degree x is independent of x.
Explain why Twitter is a unidirectional network and Facebook is not.
Consider a regular network on a circle with 1,000 nodes in which each node has links to its four neighbors. Show that L = 125.4
The Coupondata.xlsx file contains information on sales of peanut butter for weeks when a coupon was given out (or not) and when advertising was done (or not) in the Sunday paper. Describe how the
Answer the questions in Exercise 2 using the data in the Doctors2.xlsx workbook.
Determine how the particular sales representative and the number of sales calls (one, three, or five) made to a doctor influence the amount (in thousands of dollars) that each doctor prescribes of a
How is the Pareto principle (80-20 rule discussed in Chapter 1, "Slicing and Dicing Marketing Data with PivotTables") related to the Power Law?1. Assume that pressure (high, medium, or low) and
Zipf's Law states that the number of times a word appears in the English language follows a Power Law. Can you explain which variable should go on each axis?
The tributaries of the Mississippi River follow a Power Law. Can you explain which variable should go on each axis?
Consider the U.S. power grid network where nodes are generators, substa- tions, and transformers and two nodes are linked if there is a transmission line joining them. Explain why you would expect
Compute L and C for a regular network on a circle consisting of 12 nodes and 2 links per node. That is, node 1 links to nodes 12 and 2, and so on.
3. Compute Land C for the network in Figure 42-11.
Compute the link betweenness measure for nodes 1 and
For each node in the network, compute all three centrality measures.
In Exercise 3 suppose you thought there was seasonality in salt sales and the data points were from diff erent months of the year. Could one-way ANOVA still be used to analyze the data?
The file Salt.xlsx gives weekly sales of salt (in pounds) when one, two, and three package facings were used at Kroger's supermarkets of similar size. Does the number of facings impact sales of salt?
A cake can be produced by using a 400-degree, 300-degree, or 200-degree oven. In the file cakes.xlsx you are given the quality level of cakes produced when the cakes are baked at different
In the file Usedcars.xlsx you are given daily sales of used cars sold by four used-car salespeople. Is there evidence that the salespeople exhibit a significant difference in performance? Fill in the
Using the Wall Street Journal data, incorporate nonlinearities and interactions into a classification rule.
Develop a linear classification rule for the Flighttimedata.xlsx data. Does your rule outperform the Naive Bayes classifier?
For a number of flights, the file Flighttimedata.xlsx contains the following information: Was the flight on time or delayed? Day of week: 1 = Monday, 2 Tuesday...... 7 = Sunday Time of day: 1-6-9 AM,
For 49 U.S. cities, the file Incomediscriminant.xlsx contains the following data: Income level: low, medium, or high Percentage of blacks, Hispanics, and Asiansa. Use this data to build a linear
Explain the similarity and diff erences between using principal components and MDS to summarize multidimensional data.
Explain the similarities and diff erences between using cluster analysis and MDS to summarize multidimensional data.
The fi le countries.xls (see Figure 38-20) gives the average ratings 18 students gave when asked to rank the similarity of 11 countries on a 9-point scale(9 = highly similar and 1 = highly
The ranking for the sodas in Exercise 1 is Diet Pepsi, Pepsi, Coke, 7UP, Sprite, and Diet Coke. Determine the ideal point.
Forty people were asked to rank the similarities between six different types of sodas. The average similarity rankings are shown in Figure 38-19. Use this data to create a two-dimensional perceptual
Use the Evolutionary Solver to determine each person's ideal point on the per- ceptual map. After clustering ideal points, an opportunity for a new product may emerge if no current product is near
You can easily use the Evolutionary to locate products on a perceptual map.
Given product similarity you can use data nonmetric MDS to identify a few (usually at most three) qualities that drive consumer preferences.
The file NewMBAdata.xlsx from Chapter 23 contains average undergrad GPA, average GMAT score, percentage acceptance rate, average starting salary, and out of state tuition and fees for 54 top MBA
The file cereal.xls from Chapter 23 contains calories, protein, fat, sugar, sodium, fiber, carbs, sugar, and potassium content per ounce for 43 breakfast cereals. Determine the needed principal
Interpret the fourth and fifth principal components in the U.S. cities example.
The correlations between weekly returns on JPMorgan, Citibank, Wells Fargo, Royal Dutch Shell, and ExxonMobil are given in file PCstocks.xlsx. Use this data to determine and interpret the first two
The file 2012 Summer Olympics.xlsx contains for 2012 Olympic decathletes their scores on all 10 events. Use this data to determine and interpret the first three principal components.
Each pair of principal components has 0 sample covariance. The sum of the variances of the principal components equals n, the number of variables. Because each of the standardized variables has a
The length of each principal component (sum of the squared coefficients) is normalized to
This chapter assumed that all variables are standardized before the principal components are determined.
You can use principal components to find a few easily interpreted variables that summarize the variation in many variables.
Describe the results of an auction with three slots for the following data.Assume a minimum bid of $0.10.Bidder Maximum Bid Quality Score 1 $2 2 2 $1.5 4 3 $1 5 4 $1 2
Describe the results of an auction with three slots for the following data. Assume a minimum bid of $0.10. Maximum Bid Quality Score 2 4 5 Bidder 1 2 $2 $1.5 3 $1
Suppose you are considering purchasing placement on search results for the keywords swim goggles. You earn a $2 profit per sale of swim goggles. Give several combinations of conversion rates and bid
Advertisers can purchase certain keywords, and their ads appear when a user searches for those keywords. On which keywords should advertisers bid?
How much should advertisers pay for each spot on the results page?
How does Google determine which ads for goggles appear and who gets each spot on the page?
How might you estimate the monetary value of the benefits Honda would gain from a TV campaign advertising a summer clearance sale?
Suppose Honda believes that for each demographic group the benefit obtained from any customer who sees n ads is n. Given an ad budget of $5 million, what media allocation maximizes the benefits from
Drugco is trying to determine how to advertise in the leading medical journals. The Medicaldata.xlsx file (see Figure 35-8) contains the number of annual exposures to each kind of doctor Drugco wants
Suppose Honda believes the benefit from an exposure to a woman is twice the benefit from an exposure to a man. Given a budget of $5 million, where should Honda advertise?
Suppose Honda believes it obtains equal benefit from an exposure to each group. What media allocation minimizes the cost of obtaining at least 100 million exposures?
Suppose you model daily sales of 3M painter's tape at Lowe's. 3M runs a national ad campaign for painter's tape on the Home and Garden Channel, whereas Lowe's sometimes runs ads in the local Sunday
How could the effect of a product display on sales be incorporated into Equation 3?
If the Adstock Model is fitted to monthly data and yields lambda = 0.7, then what would be the "half life" of advertising?
Why is predicting total sales of an Xbox game from several weeks of sales a more difficult problem than predicting total movie revenue from several weeks of movie revenues?
Suppose Microsoft asks you to determine how many weeks of sales for an Xbox game are needed to give a satisfactory forecast for total units sold. How would you proceed?
Think of some additional factors that could be added to the movie forecasting model that might improve forecast accuracy.
For your model in Exercise 1, find all forecast outliers.
The Newmoviedata.xlsx file contains weekly and total revenues for several movies. Develop a model to predict total movie revenues from 2 weeks of revenues.
In Excel, set up a formula that combines the Gompertz curve and SCAN*PRO model to estimate sales of a brand as a function of brand price, brand location (eye level, above eye level, below eye level),
Paris Lohan is a marketing analyst for Time Warner. She has fit an ADBUDG curve for each magazine that describes how the number of new subscriptions changes when the money spent on advertising the
In 2009 Target began to devote a much larger portion of its stores to groceries. Why would the methods of this chapter understate the benefit Target would obtain by allocating more space to groceries?
How could the ADBUDG curve be used to determine the optimal allocation of advertising dollars for GM's car models?
Show in the sales allocation.xlsx file that Solver's optimal resource alloca- tion has the property that the marginal profit generated by a small change in a drug's calls equals the sales call cost
When a company promotes their product with a short-term price cut, their sales will increase for two reasons: customers switch from another brand and the product category exhibits temporary sales
How would you use the SCAN*PRO model to determine which is larger: The effect of a 1 percent price cut for a national brand on sales of a generic brand. The effect of a 1 percent price cut for a
The neighborhood price effect states that brands priced closer together exhibit a greater cross-elasticity than brands priced farther apart. How would you use the SCAN*PRO model to test this
For many products the effect of a price change on sales is actually linked to the change in the product price relative to a reference price, which represents the price customers feel they typically
Fill in the blank: In Exercise 5 you would expect 95 percent of your daily forecasts to be accurate within,
The fi le POSTITDATA.xlsx contains daily information on sales of Post-it Notes.A sample of this data The following factors influence daily sales:■ Month of the year ■ Trend ■ Price (Seven
Suppose you believe that if Snickers had cut its price at any time in the last four weeks, the consumer would become more price-sensitive. How would you incorporate this idea into your forecast?
If Snickers knew whether the competitor’s product was on display, how could the model be modifi ed?
If Snickers had more than one major competitor, how would you modify the forecast model?
The file Cranberries.xlsx includes quarterly sales in pounds of cranberries at a supermarket, price per pound charge, and the average price charged by competition.a. Use this data to determine how
For the fi le RFMtop10%.xls develop a strategy to maximize revenue generated by mailing to 20 percent of the customers.
The file RFMdata.xlsx contains the date and size of transactions for 256 customers of a mail order catalog company. RFM (recency, frequency, and monetary value) attempts to predict how a customer
Alternatively, you can isolate the data (perhaps number of recent purchases and amount of recent purchases) that you believe will best predict the rev- enue and use the Evolutionary Solver to derive
The response rate for each of the 125 RFM combinations is calculated. Based on these response rates, you mail to the RFM combinations whose response rate exceeds the break-even level.
To conduct an RFM analysis, each customer is classified on a 1-5 scale on recency, frequency, and monetary value. A score of 5, for example, is given on recency if a customer ranks in the top 20
Research the reasons why Netfl ix created the (great!!) House of Cards TV series starring Kevin Spacey and Robin Wright. How did the concept of lift factor into Nefl ix’s decision to make the show?
True Value hardware stores are considering dropping 3M’s higher quality, higher priced painter’s tape for the cheaper FROGTAPE. How could a 3M salesperson use market basket analysis to keep True

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