Question 1)
a) In conducting a database marketing campaign, what might be the first step and what might be the last step
b) What is more granular-Stats Can Census data or Stats Can Tax filer data.
Question 2)
a) In database marketing, what is the record of interest?
b)What is the key field in linking Stats Can data to a customer file
Question 3)
a) You have a KBM report that looks at the number of current customers. Why is this meaningless
b) You have the following query? What is the average age of customers with income more than $100K and who are female and who are are older than 507, What are the dimensions and metrics?
Question 4) You have the following information: Peter Smith 4839 Mayfair Ave.
a) What would be the match key if you were conducting backend response rate analysis
b) What would be the match key if you wanted to send an addressed promotion to this person?
Question 5)
a) As a database marketer, describe in business terms, what clustering is trying to do?
b) You are launching a new product. What type of segmentation would you do (VBS vs. clustering) and why?
Question 6)
a) A new company is launching a new suite of running shoes products and wants to use data to better. Describe 3 steps you would undertake in this process to create a target audience.