Test Bank For Digital Marketing Strategy, Planning & Disruption,Third Edition Annmarie Hanlon Chapter 1-14 Chapter 1: The digital marketing environment 1. The origins of digital marketing can be found in a. E-marketing b. Direct marketing c. Internet marketing d. Technical marketing Ans: B The origins of digital marketing can be found in direct marketing, where companies tried to connect with individuals on a one-to-one basis through traditional letters. Explanation (if applicable)
2. Supervised machine learning is a. The discovery of hidden patterns in data, where the data are provided and the machine identified previously unidentified trends b. Where an „artificial intelligence (AI) agent interacts with its surrounding environment by trial-and-error method and learns an optimal behavioural strategy c. The ability to follow rules or pre-agreed themes (predictive analytics); it helps organisations to identify trends and make data-driven decisions d. The ability for machines to learn from humans Ans: C The ability to follow rules or pre-agreed themes (predictive analytics); it helps organisations to identify trends and make data-driven decisions
3. Generational cohorts a. Different generations of people b. Millennials c. Gen Z