Personalization

Question 1

is “a process that
creates a relevant, individualized interaction between two
parties designed to enhance the experience of the
recipient.”

Answer 1

personalization (According to Gartner)

Question 2

is the act of tailoring an experience or communication based on information
a company has learned about an individual

Answer 2

Personalization

Question 3

What types of experiences can be tailored? Most of the channels in which customer
interactions take place can be personalized. Some of the main ones include:

Answer 3

• Websites
• Mobile apps
• Emails
• Web apps (like a SaaS application)
• Online ads
• In-store/in-branch communications
• Online chats
• Call centers

Question 4

What kind of information can be acted on to tailor experiences in those channels? It’s
basically an unlimited list that contains any information a company can collect about its
customers and prospects. Some of the most common include:

Answer 4

• Geolocation
• Source (such as search, email, social, paid ad, referring site, etc.)
• Firmographic information for B2B (such as industry, company, revenue, employee
  count, technology stack, etc.)
• Buyer persona
• Buyer status (e.g. customer or prospect)
• Time of day
• Browser or device type
• Number of site visits, logins, or pages/screens viewed
• Active time spent
• Time elapsed since last visit, email open, call center interaction, etc.
• Purchases made, articles read, videos viewed, etc.
• Lifetime value (LTV)
• Mouse movement (scrolling, hovering, inactivity)
• Affinity toward content and products along with their characteristics (categories, tags,
  brands, colors, keywords, etc.)
• Email opens and clicks
• Push notification dismissals or click-throughs

Question 5

It is the simulation of human intelligence processes by
machines, especially computer systems. These processes
include learning (the acquisition of information and
rules for using the information), reasoning (using rules
to reach approximate or definite conclusions) and selfcorrection.

Answer 5

Artificial Intelligence

Question 6

AI can be categorized as

Answer 6

Weak AI / Strong AI

Question 7

also known as narrow AI, is
an AI system that is designed and trained for a particular task.

Answer 7

Weak AI

Question 8

also known as artificial general intelligence, is
an AI system with generalized human cognitive abilities.

Answer 8

Strong AI

Question 9

allows individuals and companies to
experiment with AI for various business purposes and sample multiple platforms before making
a commitment

Answer 9

Artificial Intelligence as a Service (AIaaS)

Question 10

Types of Artificial Intelligence

Answer 10

Type 1: Reactive machines.
Type 2: Limited memory.
Type 3: Theory of mind.
Type 4: Self-awareness.

Question 11

the IBM chess program that beat
Garry Kasparov in the 1990s.

Answer 11

Deep Blue

Question 11

can identify pieces on the chess board and make predictions, but it has no memory and cannot use past experiences to inform future ones. It analyzes possible moves – its own and its opponent – and chooses the most strategic move.

Answer 11

Deep Blue

Question 12

An example is Deep Blue, the IBM chess program that beat
Garry Kasparov in the 1990s. Deep Blue can identify pieces on the chess board and make
predictions, but it has no memory and cannot use past experiences to inform future ones. It
analyzes possible moves – its own and its opponent – and chooses the most strategic move.
Deep Blue and Google’s AlphaGO were designed for narrow purposes and cannot easily be
applied to another situation.

Answer 12

Type 1: Reactive machines.

Question 13

These AI systems can use past experiences to inform future
decisions. Some of the decision-making functions in self-driving cars are designed this way.
Observations inform actions happening in the not-so-distant future, such as a car changing
lanes. These observations are not stored permanently.

Answer 13

Type 2: Limited memory.

Question 14

This psychology term refers to the understanding that others
have their own beliefs, desires and intentions that impact the decisions they make. This kind of
AI does not yet exist.

Answer 14

Type 3: Theory of mind.

Question 15

In this category, AI systems have a sense of self, have
consciousness. Machines with self-awareness understand their current state and can use the
information to infer what others are feeling. This type of AI does not yet exist.

Answer 15

Type 4: Self-awareness.

Question 16

AI Applications

Answer 16

AI in Healthcare.
AI in Business.
AI in Education.
AI in Finance.
AI in Law.
AI in Manufacturing.

Question 17

The biggest bets are on improving patient outcomes and reducing
costs. Companies are applying machine learning to make better and faster diagnoses than
humans. One of the best known healthcare technologies is IBM Watson. It understands natural
language and is capable of responding to questions asked of it. The system mines patient data
and other available data sources to form a hypothesis, which it then presents with a confidence
scoring schema. Other AI applications include chatbots, a computer program used online to
answer questions and assist customers, to help schedule follow-up appointments or aid patients
through the billing process, and virtual health assistants that provide basic medical feedback.

Answer 17

AI in Healthcare.

Question 18

AI can automate grading, giving educators more time. AI can assess
students and adapt to their needs, helping them work at their own pace. AI tutors can provide
additional support to students, ensuring they stay on track. AI could change where and how
students learn, perhaps even replacing some teachers.

Answer 18

AI in Education.

Question 18

Robotic process automation is being applied to highly repetitive tasks
normally performed by humans. Machine learning algorithms are being integrated into
analytics and CRM platforms to uncover information on how to better serve customers.
Chatbots have been incorporated into websites to provide immediate service to customers.
Automation of job positions has also become a talking point among academics and IT analysts.

Answer 18

AI in Business.

Question 19

AI in personal finance applications, such as Mint or Turbo Tax, is
disrupting financial institutions. Applications such as these collect personal data and provide
financial advice. Other programs, such as IBM Watson, have been applied to the process of
buying a home. Today, software performs much of the trading on Wall Street.

Answer 19

AI in Finance.

Question 20

The discovery process, sifting through of documents, in law is often
overwhelming for humans. Automating this process is a more efficient use of time. Startups
are also building question-and-answer computer assistants that can sift programmed-toanswer
questions by examining the taxonomy and ontology associated with a database

Answer 20

AI in Law.

Question 20

This is an area that has been at the forefront of incorporating
robots into the workflow. Industrial robots used to perform single tasks and were separated
from human workers, but as the technology advanced that changed.

Answer 20

AI in Manufacturing.

Question 21

A few
data management best practices organizations and
enterprises should strive to achieve include:

Answer 21

• Simplify access to traditional and emerging data.
• Scrub data to infuse quality into existing business processes.
• Shape data using flexible manipulation techniques.

Question 22

is an administrative process that includes acquiring, validating, storing, protecting, and processing required data to ensure the accessibility, reliability, and timeliness of the data for its users.

Answer 22

Data management

Question 23

Benefits of Data Management

Answer 23

1. Personalizing the customer experience. 2. Adding value to customer interactions. 3. Identifying the root causes of marketing failures and business issues in real- time. 4. Reaping the revenues associated with data-driven marketing. 5. Improving customer engagement. 6. Increasing customer loyalty.

Question 24

- from the Greek word “ergon” meaning work, and “nomoi” meaning natural laws - is the science of refining the design of products to optimize them for human use. - is sometimes known as “human factors” engineering

Answer 24

Ergonomics

Question 25

Ergonomics is an important part of _____ in the product development process. Its purpose is to increase the safety, comfort and performance of a product or an environment, such as an office.

Answer 25

research

Question 25

Categories of Ergonomics

Answer 25

Physical ergonomics Psychological ergonomics Organizational ergonomics

Question 26

Ergonomists can help you to identify which user characteristics you should take into account during your design process. This is important when you consider how much individuals vary in terms of:

Answer 26

* body size * body shape * strength * mobility * sensory sensitivity * mental ability * experience * training * culture * emotions

Question 27

looks at how human anatomical, anthropometric, physiological and biomechanical characteristics relate to physical activity.

Answer 27

Physical ergonomics

Question 28

studies mental processes (eg perception, cognition, memory, reasoning and emotion) and how people interact with products, systems and environments

Answer 28

Psychological ergonomics

Question 29

is about optimizing the organizational structures, policies and processes of socio-technical systems.

Answer 29

Organizational ergonomics

Question 30

is a field of biology that studies how traits are passed from parents to their offspring.

Answer 30

Genetics

Question 31

Genetics is built around molecules called ___

Answer 31

DNA

Question 32

to mark or stamp something, like with the name of a publisher. It also can refer to any kind of impression or influence.

Answer 32

Imprint

Question 33

most popular social media platforms used for marketing that exist today are:

Answer 33

Facebook * Twitter * Instagram * YouTube * Tumblr * Pinterest * LinkedIn

Question 34

The Benefits of Social Media Integration on Your Website

Answer 34

1. Social Media Integration Makes Your Website More Interactive . 2. It Encourages Conversation 3. It Expands Your Social Following 4. It Enhances Your User Experience

Question 35

is the process of taking something that already exists – a website, an enterprise application, an online community – and integrating game mechanics into it to motivate participation, engagement, and loyalty.

Answer 35

Gamification

Question 36

Gamification Applications

Answer 36

Marketing Health Education Websites

Question 37

is the practice of taking a media property and extending it into a different medium to either expand upon the material or bring greater attention to it.

Answer 37

transmedia

Question 38

in its simplest form consists of in-game advertising for real-world products & services. This could look like messages, images or videos promoting a brand, product or service within a video games' world

Answer 38

Brandification

Question 39

is an online video game that promotes a particular brand, product, or marketing message by integrating it into the game template, created expressly for promotional purposes.

Answer 39

advergame

Question 40

Nike launched Nike+Run in 2010 as a gamification platform that tracks and gamifies your run time, distance covered, health levels and compares yourself to your previous recordings and others within your social field. They have a leaderboard, points and badges. This is a classic example of live feedback and micro-measuring progress to helping runners to improve and progress in their personal goals.

Answer 40

Physical Health: Nike

Question 41

comes in the form of an app that uses gamification to increase user completion and mastery of a level of meditation before moving on to a more advanced section. Each session is about ten minutes long and usually in audio format. Gamifying the process helps users to track their progress in bettering their mental state and in truly seeing the strides they've taken towards being better balanced.

Answer 41

Mental Health: Headspace

Question 42

Other organizations like CrossFit have done well with their group connection and leaderboards but Les Mills 'Be Moved' utilizes gamification to another level. They do group classes on stationary bikes with a computer screen in front of them, simulating a futuristic roller coaster. Once you log in, it tracks your scores, provides leaderboards and if you don't show up to class it gives you a warning (an example of loss aversion). 7/8 of our gamification core drives are displayed within Les Mills' 'Be Moved'.

Answer 42

Group Workouts: Les Mills

Question 43

Math Blaster and Treasure Mountain are some of the earliest examples of popular educational games, however, one of the best and most current examples of Game-based Learning is Minecraft: Education Edition. This game teaches students how to code through one of the most popular game formats in the world. If you're a teacher you already know a lot of your students love this game and the game mechanics that come with it.

Answer 43

Computer Games: Minecraft - Education Edition

Question 44

allows you to create a multiple choice quiz through a quick website link share. This allows for students to use their phones in a productive manner, participating in selecting or typing their answers to in-class quizzes in real-time. Kahoot is one of the most straightforward and interactive examples of gamification motivating people in the classroom.

Answer 44

Classroom: Kahoot

Question 45

is a simple gamified eLearning platform. Teachers can cut and paste YouTube links and classroom notes into a learning pathway. Where it gets really fun is with the addition of gamification strategy in the form of class quizzes, educational video games, mixed media exams and awarded certificates upon completed courses for an all-around gamification learning experience.

Answer 45

eLearning Platforms: Archy Learning

Question 46

It is the ability of a machine or program to identify words and phrases in spoken language and convert them to a machine-readable format.

Answer 46

Speech Recognition

Question 46

was the original website and brand which not only built their company around the premise of gamification but grew 10x in size in just five years of implementing game elements into customer onboarding. Bringing both real life and online elements to their brand, store and website

Answer 46

Physical & Online Locations:

Question 46

In August 2010 Devhub announced an increase in the number of users who completed their online tasks from 10% to 80% after adding gamification elements. Social websites like Facebook, Twitter and Linkedin now have implemented game elements into their sign-up & account processes as a result of DevHub's success. The easiest tool to Gamify your site is through the largest DIY website engines in the world; Wix & Shopify allow users to add games to eCommerce stores in order to encourage engagement and email subscriptions

Answer 46

Website: DevHub

Question 47

The most well-executed example of gamification within a social site can be found on Reddit. Using badges, points, leaderboards, personalization/avatars, coins and many other elements and mechanics to increase engagement, Reddit took a basic blog website and transformed it into one of the top 10 most visited sites in the world through gamification. Through gaining points for the amount of time you write, interact and have simply been a member on the site, you can buy "coins" and “gift” them to article writers. This is a great example of intrinsic motivators building up a website’s following.

Answer 47

Social: Reddit

Question 48

It is a technique used to develop an understanding of the age, sex, and racial composition of a population and how it has changed over time through the basic demographic processes of birth, death, and migration.

Answer 48

Demographic Analysis

Question 49

The practice of iterative, methodical exploration of an organization's data, with an emphasis on statistical analysis.

Answer 49

Business Analytics

Question 50

is the use of internet-based social media programs to make connections with friends, family, classmates, customers and clients.

Answer 50

Social networking

Question 51

Advantages of Social Networking

Answer 51

1. Marketers use social networking for increasing brand recognition and loyalty. 2. Sharing blog posts, images, videos or comments on social media allows followers to react, visit the company’s website and become customers. 3. Increased company posts rank the company higher in search engines. This helps establish a brand as legitimate, credible and trustworthy.

Question 52

Disadvantages of Social Networking:

Answer 52

1. Costs for those hours add up quickly. In addition, businesses need many followers before a social media marketing campaign starts generating a positive return on investment (ROI). 2. Because every business is unique and has a different target demographic, history and competitive marketplace, no single marketing strategy works for every business. 3. Because social networking companies want businesses paying for advertising, companies often restrict the amount of reach businesses may receive through unpaid posts.