1. Neural networks

require small datasets for optimum prediction.

• have simple architectures.

• often do not work well with out-of-range data.

• do not perform properly when only key predictors are included.

2. HealthX, a fitness products company, launched a mobile application that enables customers to obtain fitness assessments. The app analyzes customers' data to determine potential health issues and then recommends specific measures and products to address areas of concern. The digital interaction mimics an in-person transaction while allowing customers to remain in the comfort of their home. This example illustrates the use of neural network technology to

• entice customers to visit a brick-and-mortar store.

• analyze audience sentiment to improve a product.

• predict lead scoring.

• personalize customer experiences.

3. Under Armour has a health-tracking mobile application known as Record. The app collects health-related data from a variety of sources, such as manually entered user data, wearable devices, and other third-party applications. The data includes sleeping patterns, workouts, nutrition, and related information that can best be used in a neural network to

• entice customers to visit a brick-and-mortar store.

• classify new customers by their potential profitability when planning direct marketing strategies.

• predict a customer lead score.

4. Which of the following is an example of using a neural network to create products and make service recommendations?

• ASOS uses neural networks to analyze customer behavior that occurs on the website to predict the value of a customer.

• Microsoft uses BrainMaker, a neural network software, to determine which customers are most likely to open their direct mail based on past purchase behavior.

• Cricket Wireless works with Cognitiv to come up with solutions to predict the likelihood of non-Cricket customers visiting the store and to develop digital advertising campaigns.

• Netflix uses neural networks to develop insights into viewer preferences to improve production and procurement of relevant movies.

• develop customized digital content, such as exercise and diet recommendations for its app users.

5. DialogTech provides neural network-driven marketing analytics solutions to manage customer inbound call centers. The collected data includes incoming caller objectives, interactions between the callers and salespersons, and assessment of conversation outcomes. This example from the text illustrates the use of neural network technology to

• build a dataset.

• generate personalized content.

• predict lead scoring.

• categorize customers.