Quiz Purna P152042

Business Analytics in Retail Marketing- Residency 1 – Quiz 1 1.

What a. ". c. d.

and

is a SKU? Str Stre e Kee! Kee!in ing g Uni Unitt Str Stres es Kee! Kee!in ing g Unit Unit Stc Stck k Kee!i ee!ing ng unit unit Stc Stcks ks Kee! Kee!in ing g unit unit

#rrect Ans$er is c) Stock Keeping Unit %.

Wh assigns a SKU t a !rduct ? a. Retailer ler ". Manu Manu&a &act ctur urer er #rrect ans$er is a) Retailer

'.

(i)e an e*a+!le & an intangi"le SKU ? a. Milk ". ,ney c. Warran ranty d. ea #rrect ans$er is c)Warranty

.

What a. ". c. d.

is a U/# ? Uni)er Uni)ersal sal /rdu /rduct ct #des #des Uni)er Uni)ersal sal /rdu /rducts cts #de #de Uni)er Uni)ersal sal /rdu /rducts cts #des #des Uni)er Uni)ersal sal /rdu /rduct ct #de #de

e. #rrect #rrect ans$er ans$er is d0 Uni)ersal Uni)ersal /rd /rduct uct #de #de

.

A seg seg+en +enta tati tin n us using ing cust cust+ +er er s!e s!end nd and and )is )isit its s !at !atte tern rns s is is &t &ten en re&erred t as $hat ? a. ". c. d.

Recent ecent 2re3ue re3uent nt Mney Mney Recentl ecently y 2re3u 2re3uent ently ly Mnetari Mnetarily ly Recent ecent 2re3ue re3uency ncy Mney Mney Recency ecency 2re 2re3ue 3uency ncy Mnet Mnetary ary

#rrect ans$er is d0 Recency Frequency Monetary

4.

A seg seg+en +enta tati tin n $hic $hich h is +r +re sta" sta"le le and and chara charact cter erize izes s the the cus cust t+er +er5s 5s s!ending 67A is &ten re&erred t as $hat? a. #ust #ust+er +er 8i&es 8i&esty tyle le 1

". #ust+er 8i&eStage c. #ust+er 8i&e d. #ust+er 67A #rrect ans$er is a) Customer Lifestyle

9.

What is a gd +easure & a cust+er5s lyalty t$ards yur stre What is this +etric? a. ". c. d.

S!end !er a)erage )isit S!end !er a)erage categry Share & $allet Share & )isit #rrect ans$er is a0 S!end !er a)erage )isit

:.

Which is the technology which enables an efficient recording of the sale of goods or services to the customer ?

a. ". c. d.

;lectrnics /int & Sales ;lectrnic /ints & Sale ;lectrnic /int & Sales ;lectrnic /int & Sale

#rrect ans$er is d0 ;lectrnic /int & Sale

<.

What is the range & the nu+"er & seg+ents that yu $uld $ant t ha)e in a cluster analysis= t "e a"le t +ake the+ actina"le? a. ". c. d.

: - 1 :> -1>> >-1>> %> -1>>

#rrect ans$er is a) 8 - !

1>.

What is the dash"ard that yu use t kee! track & yur )endrs called? a. ". c. d.

Su!!lier Scre"ard endr Scre"ard Su!!lier Scre-list endr Screcard

#rrect ans$er is ") #en"or Scorecar" %

11.

What is ne & the +st key !ara+eters $hich deter+ines cust+er satis&actin & calls in a call center and in a"sence & an @)erall satis&actin scre= can "e used as the de!endent )aria"le in yur analysis & call center data? a. ". c. d.

Reslutins n 2irst #alls RC2#0 2irst #all Reslutin 2#R0 Reslutins n #all RC#0 2irst #aller Reslutin  2#R0

#rrect ans$er is a) Resolutions on First Calls $R%FC)

1%.

When yu send acrss a re3uest &r data at the start & the analysis= $hat additinal dcu+ents0 shuld yu als ask &r $hich $ill hel! yu understand the data? a. ". c. d.

6ata Audit dcu+ents 6ata e*tractin !rtcl dcu+ents 6cu+entatin & cdes used in data e*tractin 6ata 6ictinary

#rrect ans$er is ")&ata &ictionary

1'.

While "uilding +dels= $hat !ercentage & data $uld yu allcate &r the @rainingD6e)el!+ent data set and $hat !ercentage $uld yu allcate &r a @hld utD)alidatin data set? a. ". c. d.

> '> 9> >

&r raining &r raining &r raining &r raining

> &r alidatin and 9> &r alidatin and '> &r alidatin and 4> &r alidatin

#rrect ans$er is c) '( for raining an" *( for #ali"ation

1.

E& there are t +any )aria"les in yur +del= $hat is a !!ular techni3ue t reduce the nu+"er & )aria"les in yur +del? a. ". c. d.

#luster Analysis #,AE6 Analysis 8gistic regressin /rinci!al #+!nent Analysis

#rrect ans$er is a)Cluster +nalysis

'

1.

Using the retailer5s data= $hat culd "e ne & the $ays= in $hich yu can hel! a retailer= identi&y categries in $hich they shuld launch !ri)ate la"el !rducts? a. ". c. d.

Edenti&y !rduct Edenti&y !rduct Edenti&y !rduct Edenti&y !rduct

categries categries categries categries

$hich are !larized $hich ha)e high s$itching $hich ha)e )ery high sales $hich ha)e l$ sales

#rrect ans$er is ,) "entify pro"uct categories ./ic/ /a0e /ig/ s.itc/ing

14.

En Market Mi* +delling= $hat are @"ase )aria"les and $hat are @incre+ental )aria"les? #an yu e*!lain the diFerence "et$een the t$ ?  he )aria"les $hich cause and deter+ine the "asic sales such as "rand a$areness= needs etc. hese )aria"les indicate cnsu+er !re&erenceslng ter+0 are called the "ase )aria"les. Encre+ental )aria"les are shrt ter+ )ariatins likes +arketing and !r+tinal acti)ity.

19.

2r the !ur!se & Market Mi* +delling= identi&y the )aria"les &r+ the list "el$ that can "e classiGed as "ase )aria"les and the nes that can "e classiGed as incre+ental )aria"les.

Category

#aria1les

ype$,ase2 )

Radi

(rss Rating /ints (R/5s0 A# All c++dity )lu+e0 #+!etitin )lu+e share H Base )lu+e n 2eature= 6is!lay and 2eature I 6is!lay Seasnality Ende* #irculatinsDRede+!tins #/E #nsu+er /rice Ende*0

E

6istri"utin #+!etitin  rade

Seasnality 2SE ;cn+etrics



B B B

E B B

/rint Enternet #ategry #atalina Shel& alk /rice  

1:.

(rss Rating /ints (R/5s0 E+!ressinsD#licks lu+e Sales 6istri"utinsDRede+!tins tal #unts Wtd A)g Base /rice /er lu+e (rss Rating /ints (R/5s0

E E B B E B E

 he 8yalty +etric sh$s the le)el & lyalty the cust+ers ha)e $rt. each !rduct. 2r e*a+!le= $hen they "uy cke= d they al$ays "uy the >.l "ttle r d they +i* and +atch.

;.g. assu+ing a !rduct selectin & !rducts W= J=  and L= these are the sales &r the selected !erid.

Customer

3ro"uct

ransactio n &

Spen"

A

J

1

'.%>

A



1

%.:>

A

L

1

1.4>

A

J

%

'.%>

A



%

%.:>

A

W

%

%.1>

B



'

1.<>

B

L

'

>.4>

B

L



>.4

Total_spends_by_product 

2r each cust+er and !rduct $e need t su+ ttal sales "y !rduct &r each cust+er. Using the a")e e*a+!le this results in

Customer



3ro"uct

otal4spen"s41y4pro"

uct A

J

4.

A



.4

A

L

1.4

A

W

%.1

B



1.<

B

L

1.%

Total_spends_per_loyal customer 

 his is calculated at a cust+er le)el as the a+unt s!ent in ttal "y that cust+er. Using the a")e e*a+!le this results in

Customer

Spen"

A

1.9

B

'.1

Loyalty (expressed as a percentage)

. #alculate ttals at a cust+er and !rduct le)el.

Total_spends_by_product Loyalty = Total_spends_per_loyal customer

4

Customer

3ro"uct

Calculation

Loyalty

A

J

4.D1.9

.1

A



.4D1.9

.'4

A

L

1.4D1.9

.1>

A

W

%.1D1.9

.1'

B



1.
.4

B

L

1.%D'.1

.

2r the Gnal lyalty calculatin $e need t calculate this at a !rduct le)el. 2r e)ery cust+er that !urchased this !rduct $e take the cust+ers indi)idual !rduct s!end and ttal s!end= su+ the+ u! and a!!ly the lyalty calculatin.  he ttal s!end is nly cunted nce &r each cust+er.

3ro"uct

otal spen"s 1y pro"uct

otal spen"s per loyal customer

Calculation

Loyalt y

J

4.N>

1.9

4.D1.9

>.:H

 

.4N1.<

1:.:

9.D1:.:

'<.9:H

L

1.4N1.%

1:.:

%.:D1:.:

1.11H

W

%.1

1.9

%.1D1.9

1'.''H

9