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A marketing director has asked the question ‘How many product purchases are expected this coming year given the current marketing campaign?”. What type of analytics would be performed to answer this question?

An insurance company has seen an upward trend in winter-related accidents over the past three years. The company has just completed an analytics study to better understand the primary reasons for these accidents and assess how many of the drivers were using winter tires. This analysis will help the company decide how to move forward with drivers not taking precautionary measures during winter. What type of analysis will help in determining the primary reasons and percentage of those drivers with winter tires?

A Human Resource manager recently learned that their competitor reduced employee attrition rates by 20% after implementing personality tests as part of their screening process. Intrigued by the idea, the manager suggests collecting data on personality tests and attrition rates over the next year. The data from this year is then analyzed to explore possible relationships. What type of analytics has the team been asked to perform?

An online retailer of men’s athletic apparel is seeking to become the market leader in the industry. To deliver on this strategy, the analytics team continuously collects data on the prices of competitor products and uses this information to adjust the retailer’s prices. What type of analytics is the retailer using to maintain their pricing structure?

The outcome from an analytics initiative has resulted in key stakeholders wanting to move forward with a project to redesign the company’s website. The business analyst has called a meeting to work on drafting a plan to assess the level of effort required to complete this work. Many of the invited participants redesigned the website before and were invited so they could provide estimates using their knowledge and experience from the past. The business analyst is using which method to estimate this work?

Interested in experimenting with analytics, a manufacturing company hires an analyst to see how the capability can be developed within its organization. The analyst is getting started and recognizes the need to show value from the onset of their work to gain upper management’s trust and future funding. What action will accomplish these objectives?

Insights based on the data collected indicate that a multi-national company could increase its sales of a mature product by reducing its price by 20% which would result in increased revenues of 2% over a 6-month period. The team recommends this as an appropriate goal for its organization. This is considered a good goal because:

The results of the data analytics work led to some clear and strongly supported outcomes and the analytics team is very confident in their recommendations; particularly given that the payback on the required changes are a short 3 months. However, there is concern because the organization operates in a highly regulated environment and some new regulatory changes are being considered with announcements and implementation in the next 6 months. Under these conditions the team decides to:

The analytics team has established two equally strong potential recommendations which will deliver the desired outcomes with similar benefits to be derived from each one. On the surface there is no discernable difference in costs or schedule for either option. To help the analytics team reach a recommendation the business analysis professional recommends the team:

An online retailer has been successful utilizing analytics to guide decisions on product placement and marketing spend. Management has requested a task force be assembled to make recommendations on how to further develop their analytics capabilities. To begin this work, the task force builds a model to develop a shared understanding about customer segments, customer relationships, key partnerships, and the company’s value proposition. The team has leveraged the following model to facilitate this discussion?

Interested in building out the analytics capability based on the positive results obtained by past analytics efforts, the Chief Marketing Officer (CMO) pitches the idea of using analytics to guide future decision making across the enterprise. Before allocating budget to build up an enterprise analytics practice, the decision makers should:

An analyst is tasked with helping the sales team make better use of its data to support informed business decision making. The analyst creates the following research question ‘How can shipping costs be lowered in the northeast to remain competitive?’. This question:

To support their recommendation, the analytics team has identified investment and resources required to implement. The team has also identified key activities and events that are required to transition the organization through various stages to the future state. This information is clearly articulated in the:

A fashion retailer is developing a new line of luxury handbags and would like to evaluate their target market and pricing. After an extensive evaluation based on product features, their target market, and pricing of competitor products, the analytics team has come up with a pricing proposal. On presenting the results, the management team is of the opinion that additional analysis was required before making a decision. What type of additional analysis will help the management team make a decision on pricing?

The analytics team is identifying research questions to address a business problem. The business analysis professional reminds the team that the most important dimension to consider is the:

A financial software company has growth and expansion as one of their top strategic priorities for the year. The senior executive team would like to assess their sales performance over the last 3 years to help set sales objectives. In discussion with the business analytics manager, for a comprehensive sales report, the sales lead recommends looking into the number of contracts signed over the past 3 years and the dollar value for the signed contracts. Which other question is important to consider when evaluating sales performance?

A large number of text messages are received by Twitter each year making Twitter one example of Big Data. What data characteristic represents this large number of text messages?

A merger has been completed between two telecommunication companies and the analytics practices from both organizations are being joined. The newly formed analytics department will
create a task force of data experts to combine the data from both companies into a structure usable for future analytics initiatives. Which of the following activities would provide a high level understanding about any potential data issues that might be encountered when merging sources?

The marketing department for a major restaurant chain is interested in testing a Kids Eat Free campaign to determine if it will help to increase sales. They are interested in piloting the campaign to determine which day of the week will improve sales the most. The campaign is launched across 7 cities with each city promoting a different day of the week. The sales data is collected and provided to a team for analysis. What concern might the analytics team have regarding data quality across cities?

A data scientist at a consumer goods company, has been asked to do a detailed analysis on customer profiles. The Data Scientist has identified an external data source that carries valuable additional information on their customers. The data scientist also identifies the address column as the most reliable column to join the internal data source with the external data source. Addresses may appear in different formats for example:
File A = “13 Smith St”
File B = “Unit 7, 13 Smith Street”
Which of the following techniques would be useful in this situation?

Which attribute in the Customer issues entity would be categorized as unstructured data?
• CustomerlD
• ConcernCategory
• ConcernSubCategory
• AgentID
• ComplaintNotes
• lssueResolved(Y/N)

A food and beverage company would like to administer a survey to obtain customer insights about a new cookie product recently launched. A data team is asked to build the survey paying careful attention to reduce the degree of sampling error. Which criteria would help the team meet this objective?

From a prior analytics study, a telecommunications company has concluded that due to the maturity of the market the cost of obtaining new customers is on the rise. As a result, the company wants to increase their efforts on retaining customers. One of the key performance indicators that will help them track their progress in this area is the rate at which customers leave/unsubscribe from their services over a given time period. Which performance indicator is this referring to?

A fifty-year-old brick and mortar business is interested in determining the potential for selling their current products online. The sales director has asked the analytics team to predict future sales for their most popular product. A simple question is formed “Would you buy this product online?” The sales director would like to survey students from local colleges and universities within a 50km radius. As a result, the team will conclude:

An analyst has just completed building a data model that shows the table structures including table names, table relationships with primary and foreign keys and column names with respective data types. What type of data model has the analyst just built?

While creating a dataset for analysis, the analyst reviews the data collected and finds a large percentage of records are missing values. Which activity would the analyst perform in order to use this dataset?

The analytics team has completed analyzing a dataset and unfortunately the data didn’t deliver the kinds of insights that the team was hoping for. After much contemplation, they decide to:

An analyst is using a Data Flow Diagram (DFD) to depict the flow of data across a data security company. Which of the following is true about DFDs?

The analytics team has been asked to assess sales data from their company’s website with the hopes of providing insights to help increase online sales. It’s the first time the team is looking at this specific data and they are concerned about the quality of data that has been captured. They decide to use the following approach as the next step:

An analyst is looking at a particular dataset that includes the scores across all 8th grade students, across three schools. The analyst is trying to determine which type of statistics average to use to best represent the results. On looking through the dataset, the analyst has identified a few extreme outliers. As a result, the analyst was led to use the following type of average:

An analytics team is interested in reviewing the results of a public opinion poll that is going to be conducted at the end of the month. One of the factors the team is interested in, is ensuring the result set is statistically significant. Why would this factor be important to the team?

Which attributes from the Order entity will need to be normalized to avoid redundancies?
. Orderld
. OrderDate
. Itemld
. ItemName
. Quantity
. ItemPrice

An analytics team employed at a leading credit card company is utilizing data analytics to identify unusual credit card purchases. They have created the following visual. How many extreme outliers exists in this dataset?

Based on the financial analysis that’s been completed by the analytics team, the business analysis professional reminds the team that the most financially feasible option is the one with the:

A movie production company wants to use analytics to decide which customers would choose to watch or not watch a particular movie after seeing a promotional teaser. The business analysis professional suggests they could make that prediction by identifying characteristics of the new movie and determining if the customer has watched other movies with similar characteristics. This is an example of using the following technique:

A job satisfaction study is being considered. Half of the employees of the company will be interviewed by senior managers and the other half of the employees will be interviewed by an
external market research company, using the same set of questions. Which of the following might be a concern for using this approach to collect study data?

An insurance company would like to develop a range of insurance products for different types of customers. The analytics team is asked to conduct some research and share their insights with senior management. Which technique would be useful to divide the customer base into groups?

The CustomerOrder entity will include information on all customer orders. Applying database normalization rules, which set of attributes will need to be normalized to avoid redundancies?
• Customerld
• CustomerPhone
• Orderld
• OrderDate
• ProductName
• ProductQuantity
• OrderTotal

When reviewing the results of their analysis, the team is determining if the data supports their hypothesis and can be presented to decision makers. They are reviewing measures of variation, sample size and statistical significance. They realize that the p-value of 0.02 is lower than the initial target. This clearly indicates the team can:

A data dictionary is being developed for a dataset describing a company’s customer base. Within the data dictionary, which of the following represents a composite data element?

What is the relationship between a Customer entity and an Order entity, where a customer entry will be present in the Customer entity regardless of whether an order was made?

A large retail chain has asked their analytics team to complete a study on their customers’ purchasing patterns. The analyst assigned to the study has decided to draw further insight by grouping customers based on their purchasing habits. This clustering approach is an example of:

A clinical research organization is using predictive analytics to improve patient safety and decrease costs on its clinical trials. To ensure that a standard set of tools/techniques is identified and best practices adhered to, teams are required to create scenarios to generate appropriate data for initial analysis. This practice is required because it is almost certain that data will be difficult to come by for most research. Which concern would lead the team to establish scenario development as a required technique?

An analyst is performing regression analysis and reviewing the results. They would like to rescale the variables in the model to more clearly reflect the relationship between the regression coefficients. Which technique could be used to rescale the variables?

An analyst is working through data on comparing performance scores in different schools across the state, for ranking purposes. Since there is a lot of data and some extreme outliers, the analyst is trying to determine which type of statistical average would best represent the results. Which of the following is a concern when relying too heavily on summary statistics during data analysis?

A data scientist is analyzing a dataset to determine if there is a strong relationship between two variables. A measure of covariance is done. Which of the following graphs indicate Zero Covariance between variables?

An analyst is doing a clinical study on the value of analyte among a large population of healthy people. The analyst is going to use a Gaussian Distribution to share the results. Which of the following represents a Gaussian Distribution? (IMAGE TAKEN)

There were 7 students enrolled in the Introduction to Artificial Intelligence course. These were the student’s scores from the final exam: 64, 70, 80, 80, 90, 98, 100 What is the mean and mode for the outlined scores?

There were 7 students enrolled in the Introduction to Artificial Intelligence course. The scores from the final exam were as follows: 64, 70. 80, 80, 90, 98, 100 What is the mean and median for the outlined scores?

A manufacturing company, specializing in turf maintenance equipment, has recently seen a decline in their lawn mower sales. As a result, the analytics team is asked to review the latest customer satisfaction survey results. An analyst on this team creates a report for senior management with attractive visuals, supported by the KPI results. Upon reviewing the report, the analyst’s manager mentions that the report is missing the narrative. What does this mean?

The analytics team scheduled a meeting with key stakeholders to present their recommendations. The team envisioned this as the final step of their work and fully expected complete acceptance of those recommendations, particularly given that very few questions were asked. They were surprised when they received word that the organization wasn’t ready to move forward. What did they overlook?

A real estate broker is tracking monthly sales between two of its teams. The results have been visualized. What insights can be drawn from the chart?

The analytics team is assessing the results of their analysis. They are surprised to find that their data indicates two events seem to be strongly related even though the general belief in the organization is that they are independent of each other. Knowing that this information will be used for decision making, they are concerned about presenting this data

A software company launched a new product in late 2016. The product manager is reviewing a Box and Whisker plot used to compare year-over-year sales, from 2017 to 2018. What is the conclusion he can make from this chart?

The team has completed their analysis on a vast amount of collected data and agree on their recommendations for action. However, they are having difficulty in developing the appropriate messages to support their recommendations. The business analysis professional suggests which technique to assist the team?

A business analyst constructs a model they would like to review with key business stakeholders but decides to review the model first with the data scientist who has performed the data analysis. The data scientist provides some suggestions on how to reduce the complexity in the model. One suggestion is to use color to group objects needing to be associated. The data scientist is encouraging using which Gestalt Principle of Perception with regards to data visualization?

A business analyst manager is planning budgets for the new year, and training opportunities for his team of business analysts. The manager sends out a survey to the team to obtain their top interests within the seven areas of training opportunities. The team results were compared against the manager’s personal rating. What can be deduced from the following chart with regards to the survey results?

The research study is complete, the data has been analyzed and the team has created the necessary high impact visuals. The business analysis professional urges the team to:

An analytics team is discussing ways to improve company performance. Before identifying a set of research questions to analyze, they identify the need to understand the current company strategy and performance. The business analyst suggests using the Balanced Scorecard technique to guide this discussion. In which dimension of the matrix would the team be discussing metrics for changing and improving?

An analyst at an organization has just learnt about bullet charts. For the latest dashboard, the analyst has decided to display the customer satisfaction rate from the latest 2018 customer survey results through a bullet chart while comparing it to the 2017 customer satisfaction rate. What can be gleaned from this chart?

After completing their data analysis, an analyst is drawing out the results, explaining the methods and processes used, and identifying any limitations or weaknesses in the data or methods applied. While performing these steps, which recommended practice would the analyst apply?

A private school has decided to include bullet charts in students’ end of year performance report. It will depict the student’s score against the highest score achieved in that grade, and the qualitative category that the student’s score falls under. Should a column chart be used instead?

A lab is conducting a study on protein interactions. They have used the data to create a graph visualization. In graph visualization, what would an edge represent?

A call center has requested to review their sales conversion data for the month. The analyst working on this request is trying to identify the chart that will effectively present the data, which includes: the number of leads, the number of calls made, the number of calls completed, the number of customers interested and the number of sales. What chart should the analyst use to show the values across each stage of the pipeline?

With the recent departure of two of its employees, an IT helpdesk team is now understaffed and finding it difficult to keep up with the current workload. The number of tickets being received has increased as well as the number of days to resolve the tickets. The IT manager has set up a meeting with the IT director to request funding for two new helpdesk agents. To prepare for the meeting, the manager is interested in showing the tickets processed against ticket volume over the past year. What type of chart should the manager use to effectively show the change in processing rate over time?

A grocery store chain has requested help in determining how customer preferences are changing with regards to home delivery. An analytics team has completed researching the number of online orders received requesting home delivery versus in-store pickup. The business analyst has selected a model to enable a quick comparison between curbside pick-up, in-store pickup, and home delivery for the last 3 years. Which model has the business analyst chosen?

A small business has recently launched their website and wants to understand how the website is being used. In particular, there is interest in identifying which areas of each page receive the most attention. The analyst has decided to communicate this information by displaying the top pages overlaid with colours denoting the volume of clicks. What type of visualization technique is being used here?

Based on the results of a recently completed analytics initiative, the Human Resource department for a major department store implemented a change to its hiring practice to address the attrition rates of its sales associates. The new policy stated that candidates applying for sales positions must possess at least 3 years of relevant sales experience to be considered. After implementing the change, attrition rates are 10% higher and management is frustrated. Which of the following could result in this outcome?

An operations manager for a new hotel is in need of determining the optimum number of vans to purchase to shuttle guests to/from the airport. It will be necessary to determine the most efficient routes and schedule to follow to ensure guests do not experience excessive delays. Which business analytics technique would lend itself to supporting these types of business decisions?

The analytics team has completed their analytics work and have agreed on a set of five key recommendations. They are now discussing how best to communicate these recommendations to the finance, customer service, and marketing teams. Recognizing that this is a diverse set of stakeholders, the business analysis professional reminds the team:

The definition of data elements is different across various data sources. The organization is looking to improve the usability of data across the organization. Which practice would help address this problem?

The architecture team puts forth a solution architecture that integrates multiple data sources from within and outside the organization. The architecture provides the foundation to source a new analytics program. If one of the objectives of the analytics team was to provide ‘one source of the truth’, this objective would be referring to which of the following?

The sales department is interested in using business analytics to better understand their customer’s purchasing habits. During the process of sourcing data, the analyst discovers geographic differences in how sales data is being recorded. The analyst would like to influence how the organization strategically plans for business analytics. Which practice, would move the organization closer to meeting this objective?

A company wants to run a monthly promotion on batteries that cost 15 cents each and sells for 50 cents. At this price, they typically sell 1000 batteries and generate a profit of 35 cents per battery for a total profit of $350. The analytics team was asked to test two price points – 20% off (i.e. a sale price of 40 cents) and 40% off (i.e., a sale price of 30 cents). The survey data completed by 10000 participants was analyzed and showed that a 20% savings would result in sales of 1200 batteries and the 40% savings would result in 1800 batteries being sold. The team’s initial recommendation was to recommend the 40% discount. Now that they are validating their recommendations, they decide to:

What type of data model describes the highest level of relationship between entities and represents how a business perceives its information?