Data Collection & Management Flashcards

Which data collection method captures user behavior passively without requiring active user participation?

Answer: Web analytics tracking pixels

Tracking pixels and similar passive tools collect behavioral data automatically without requiring users to take deliberate action.

What is 'data latency' in the context of marketing analytics?

Answer: The time delay between data collection and its availability for analysis

Data latency refers to the lag between when an event occurs and when that data is available for reporting and decision-making.

A company collects customer data through a loyalty program sign-up form. This is an example of what type of data?

Answer: Zero-party data

Zero-party data is information customers intentionally and proactively share with a brand, such as preferences entered in a sign-up form.

Which of the following best describes a 'data schema' in a marketing database?

Answer: The defined structure, fields, and relationships within a database

A data schema defines how data is organized, including tables, fields, data types, and the relationships between them.

What is the primary purpose of data deduplication in a CRM system?

Answer: To remove or merge duplicate customer records

Data deduplication identifies and eliminates redundant records, ensuring each customer is represented only once for accurate analysis.

Which attribution model gives equal credit to every touchpoint in a customer's conversion path?

Answer: Linear attribution

Linear attribution distributes conversion credit equally across all touchpoints in the customer journey.

What does 'data enrichment' mean in a marketing analytics context?

Answer: Enhancing existing data records with additional relevant information from external sources

Data enrichment appends third-party or supplemental data to existing records to create a fuller picture of customers or prospects.