1) A/B tests are.. A more similar to field experiments than lab experiments B) more similar to lab experiments than field experiments C) never field experiments or lab experiments D) not truly experiments 2) Which of the following is true of the supervised model of analytics? B) A supervised model typically employs clustering methods to identify patterns in data. B) In a supervised model, all data is unlabeled. Medeciation analysis and collaborative filtering are typical examples of the supervised of D) A supervised model is one that consists of a defined target variable. 3) Which of the following is true of structured data? A) It represents more than 75 percent of emerging data. B) It does not have a predefined arrangement. C) It includes text, images, videos, and sensor data. D) It can be stored in a database or spreadsheet format 4) Ben, age 65, is shopping for groceries online and adds a pack of pancake mix to his cart. Based on this information, identify an example of a promotional message that uses item to item collaborative filtering. A) "Male customers in your age group also bought strawberries." B) "Customers who bought pancake mix also bought maple syrup." C) "Customers who bought pancake mix also bought toothpaste." D) "Male customers in your age group also bought a can of tuna." 5) Which of the following statements is most likely to be true of a grocery store transaction A) IF [beer) THEN [butter) B) IF (milk] THEN (grapes] C) IF (bread) THEN [tomatoes) D) IF [soda) THEN (milk] 6) The market basket analysis measure of lift A) shows the frequency of the specific association rule. B) indicates the percentage of times the association rule is correct. C) determines the benchmark score of expected confidence D) evaluates the strength of an association. AR Cir 7) Which of the following sample of wedi A) a buyer's Instagram story where the model B) the corporate website of Subwaywiches a pop-up advertisement for an apparel sol D) a flyer featuring Dunkin Domus deal of the day To explore patterns between two or more products, market basket skyla mer cinion rules A) if the statements B) but if statements C) if not then yes statements D) except statements 9 Which of the four key steps in the AutoML process involves handling mising data, elles, Variable selection, data standardization, and data transformation to maintain a common formal? A) creating ensemble models B) recommending models C) building models D) preparing data 10) All of the four measurement approaches for determining clusters when applying hierarchical clustering can be illustrated using a A) bar graph B) hexagon C) pie chart D) dendrogram 11) The step of creating ensemble models in the AutoMl process allows us to A) provide an understanding of invisible relationships and patterns. B) reduce the generalization error of the prediction. C) handle missing data, outliers, variable selection, data transformation, and data standardization to maintain a common format. D) extract insight from data. 12) In the k-means clustering analysis, the silhouette score is calculated A) after the cluster algorithm has assigned each observation to a cluster B) before the algorithm randomly assigns each observation to one of the k clusters C) when the analyst decides on k initial subgroups to experiment with D) when a cluster seed is randomly selected and designated as the initial cluster centroid und 13) The two most common techniques of cluster analysis discessed in the chapter are A) distribution clustering connectivity clustering B) schema comparisons, DAX functions C) k-means clustering: hierarchical clustering D) centroid clustering: density clustering 14) In market basket analysis, the measure of indicates the percentage of times the association rule is correct A) confidence B) positivity C) support D) lift 15) Rupert, age 16, is shopping online for a baseball cap. Using this information, identify an example of a promotional message that employs user to item collaborative filtering. A) "Customers who bought a baseball cap also bought ice cream." B) "Customers who share your interest also bought a baseball bat." C "Customers who live in tropical weather also bought ice cream." D) "Customers who bought a baseball cap also bought a baseball bat." 16) Identify an example of paid digital media. A) a Facebook advertisement about the health benefits of green tea by Starbucks B) customers' retweets about a flaw in the product of a major gym equipment firm C) a buyer's organic review of the latest mobile phone version from Samsung D) the corporate website of Tesla cars 17) The first step in the k-means clustering algorithm is A) determining the initial k clusters B) randomly assigning and designating a cluster sced as the initial cluster centroid C) recalculating and reassigning cluster centroids D) calculating cluster centroids (means) 18) As soon as Paula types in "The best coffee" in her search engine query box, the words near me" and "recipe" appear as suggestions. The search engine uses the technique to make such real-time recommendations possible. A) term-document matrix B) frequency bar chart C) bag of words D) N-gram Page 4 of 12 BARSON AS 19) Identify a true statement about AutoML. A) AutoML is mainly an unsapervised approach that employs the traditional manual approach of standard machine learning B) AutoML facilitates accurate decision making for with limited coding and modeling experience. D) AutoML capabilities can not be easily extended to populations beyond traditional AutoML, if implemented precisely, can replace human analytical expertise datascientists, particularly in medium- and smaller-sized businesses 20) In the preprocessing step of text analytics, the words best and writing" were reduced to "good" and "write. This is an example of A) N-grams B) stemming C) stop words removal D) lemmatization 21) Krysta, a 19-year-old university student, is shopping online and adds a geography textbook to her cart. Using this information, identify an example of a promotional message that employs user to item collaborative filtering. A) "Customers who bought books also bought pens." B) "Customers who bought books also bought scissors." C) "Students also bought cookie dough. D) "Students also bought an atlas." 22) Consider that a company wants to run an experiment to see which of four advertisements is most effective for a new product presented with five distinct price points. People are randomly assigned to see one of the four advertisements and one of the five price points. How many factors are part of this design? A) 2 B) 9 C) 20 D) 23) Identify a true statement about an unsupervised model. A) Unsupervised learning enables the collection of data or a data output from a previous calculation B) An unsupervised model includes techniques that require a defined outcome measure. C) An unsupervised model provides an answer key the algorithm can use to evaluate its training data accuracy. D) An unsupervised model has no target variable. measures the number of transactions that include the ) 24) The boosting process in the creating ensemble models step in the AutoML process the purpose of A) extracting new insights from data. B) calculating the sum of predictions from multiple models. D) reducing error in the model 25) In market basket analysis, items of interest divided by the total number of transactions. A) support B) apex C) lift D) confidence Analytics, this type of a channel is termed a(n) Analysisha enters an electronics website after clicking on a link on another website. In Google A) affiliate B) referral C) organic channel D) paid search 27) Which of the following is true of earned digital media? A) It most often appears at the top of the page of an internet search. B) It enables companies to target specific people to receive advertisements. C) It is organic, not initiated or paid for by a company. D) It is developed as a source of information about a company's products. a 28) Which of the following statements is true of the clustering process? A) It enables marketers to forecast revenue for next quarter. B) It enables marketers to identify hidden structures in data. C) It enables companies to assign groups of customers to their network. D) It typically assigns names and definitions to unrelated sections of data. 29) The behavior analysis measure of refers to the rate of visitors returning to a website within a certain time frame. A) frequency of engagement B) site search C) click-through rate D) bounce rate 36) Which of the following is a difference between structured and unstructured data ^) Structured data exists in predefined formats, whereas unstructured data needs to converted before usage. B) Structured data does not readily fit into a tabulat format, whereas unstructured data characterized by rows and columns Structured data consists of images and videos, whereas unstructured duta consists of numbers, locations and dates, D) Structured data requires further processing before analysis, whereas unstructured diuta can be readily processed. 37) "1," "like" and "cake." This is an example of A text analytics computer program separated the phrase "I like cake" into three sections: within the text preprocessing step. A) stemming B) lemmatization C) tokenization D) stop words removal Which of the following questions would be asked during multivariate testing on a website A) Do two digital touchpoints in combination produce a stronger influence on the customer journey? B) Which combination of text, images, and colors in a webpage leads to the highest c) Which specific paid digital touchpoints has a customer traveled through to reach a webpage? D) Which owned digital touchpoint has the strongest influence on a customer? 39) A lift value of indicates a negative relationship in which two or more produs an itemset are unlikely to be purchased together. A) 100 B) more than 1 C) 50 D) less than 1 38) conversion? 40) In the k-means clustering algorithm, what happens after observations are randomly assigned to a cluster? A) Initial k clusters are determined. B) Cluster centroids are determined. C) Observations are reassigned. D) Cluster centroids are recalculated. 41) The Matching coefficient approach of me writy be A) is a path with right tumsas one is walking in city B) takes calculations based on how di mia two we from each other C) Measures the distance as the true straight line distance between two po D) measures the similarity between two observations with values that the minimum differences between two points 42) The purpose of building models in the AutoML process is to A) reduce noise and bias. B) clean erroneous data O standardize data for a common format D) extract insights from data. 43) In hierarchical clustering, approaches such as numerical variables are analyzed A) the Euclidean distance or the Manhattan distance B) Matching coefficient or the Manhattan distance C) Matching coefficient or Jaccard's coefficient D) Jaccard's coefficient or the Euclidean distance are most often used when 44) Which of the following techniques or algorithms is used in search engines to recommend the next character or word in real time when a user is typing a search query? A) N-grams B) term-document matrix C) frequency bar chart D) bag of words 45) Identify a true statement regarding the divisive clustering approach of hierarchical clustering. A) It is a bottom-up approach in which each observation is initially considered to be a separate cluster B) All observations are assigned to a cluster that has unique and common characteristics. C) At the end of the process, all observations are included in a single cluster. D) The process starts with a single cluster of 100 and ends up with 100 different clusters. 46) The common adage that people use when referring to data is "garbage in, garbage out." A) complex and interrelated B) continuous and categorical C) invalid and unreliable D) large and diverse E AR Ctrl 0 47) In the preprocessing step of text analytics, is the process of removing prefixes or suffixes from words to reduce them to their root form. A) bag of words B) lemmatization C) stemming D) stop words removal 48) The term "organic channel" used by Google Analytics means that a user has landed on a webpage through A) unpaid search results on search engines such Google, Yahoo, Bing, or Baidu. B) a paid search campaign, such as Google Ads. C) a social media page link on Twitter, LinkedIn, or Facebook D) a banner ad on another site, such as a news or blog page. 49) Which of the following is true of the agglomerative clustering approach? A) At the end of the process, all observations are included in a single cluster. B) The process starts with a single cluster of 100 and quickly ends up with 100 different clusters C) All observations are initially assigned to a single cluster. D) The most dissimilar observations are sequentially separated from the initial 100 observation cluster 50) Which of the following is true of AutoML? A) AutoML is mainly an unsupervised approach that employs the traditional, manual approach of standard machine learning. B) AutoML, if implemented precisely, can replace human analytical expertise. C) AutoML capabilities cannot be easily extended to populations beyond traditional datascientists, particularly in medium- and smaller-sized businesses. D) The AutoML platform is typically capable of analytical discovery of relationships actually present in the dataset