UESTION 57

1. Which statement best describes cluster analysis?

   	A.	It reveals associations and patterns in data through use of mathematical models
   	B.	It is easily done using Excel or other spreadsheet software
   	C.	It is a form of analysis very similar to RFM and used in segmentation
   	D.	It is a form of modelling used to predict customer behaviour

1 points

QUESTION 58

1. Which of the following is a retention metric?

   	A.	Unaided awareness
   	B.	Average market spend per customer
   	C.	Market share
   	D.	Repeat purchase rate

QUESTION 59

1. Eduardo works for a charity and wants to understand his donors better. He did an RFM analysis on his donor database, then scored his donors to form quintiles. One donor received a score of "135". How could this donor be described?

   	A.	An infrequent donor who recently made a large donation
   	B.	A top donor
   	C.	A moderately frequent large former donor
   	D.	A recent donor who makes small donations moderately frequently

QUESTION 60

1. Which of the following is true about PIPEDA?

   	A.	It is relatively new legislation that was introduced in 2014
   	B.	It sets out laws about data collection, use, and disclosure for non-profit organizations
   	C.	The onus is on companies and marketers to ensure that they follow the rules established
   	D.	Fines for non-compliancy can be up to $10 million