-1. What is CRM? How do firms practice CRM? 5-2. Explain the concepts of share of customer, lifetime value of a customer, customer equity, and customer prioritization.
5-3. How would you describe Big Data? What are some of the most significant sources of competitive advantage that Big Data offers?
5-4. Describe the various sources of Big Data for marketers. 5-5. What is data mining? For marketers, what are some of the most important applications?
5-6. What is the difference between structured and un-structured data? What are some examples of each?
5-7. What are marketing analytics, and what kinds of in-sights are enabled by todays marketing analytics solu-tions? What are predictive analytics?
5-8. What is the difference between purchasing digital ad-vertisements with a cost-per-impression structure ver-sus a cost-per-click structure? Is one better than the other?
5-9. Define marketing metrics. How can marketing metrics help marketers understand the performance of differ-ent marketing initiatives and provide greater control?
5-10. What is a click-through rate, and how is it calculated? 5-11. What is a conversion? What are some examples of con-versions on an e-commerce website?
5-12. What is a cost-per-order? What kind of information do marketers gain from this metric?
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