Business Metrics for Data Driven Companies Coursera

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Business Metrics

1.
Question 1
Which of the following is NOT an example of a business metric?

1 point

Sales revenues for three brands of baby formula for a month
The percentage of returning customers at a chain restaurant
The New York State sales tax rate
The average time visitors remain on the company’s web site

2.
Question 2
Which of the following business metrics is an example of a revenue metric?

1 point

Percent defective items from an assembly line
Rental prices of apartment leases by locations
Average days inventory
Customer satisfaction with a product

3.
Question 3
Which of the following business metrics is an example of a profitability metric?

1 point

The annual sales record of a company that makes phone apps
How many fresh baked cakes have to be thrown away at the end of the day unsold
A grocery store’s tracking record of customers’ fish purchases
Total annual costs of goods sold of an office product store

4.
Question 4
Which of the following business metrics is an example of a risk metric?

1 point

The loss due to unsold fresh fruits each year at a grocery store
Winter jacket sales during summer time
Monthly negative cash flow for a start-up
Days inventory of computers in an electronics store

5.
Question 5
Identify which category the following business metric belongs to:

Units sales segmented by new and recurring customer

1 point

Revenue metric
Profitability metric
Risk metric

6.
Question 6
The
amount an airline spends on aviation fuel each month is what type of metric?

1 point

Revenue metric
Profitability metric
Risk metric

7.
Question 7
An airline’s daily flight from Phoenix to New York is usually full, except for flights on Tuesdays and Wednesdays. What is the first change the airline should try?

1 point

Increase the number of flights per day on Mondays, Thursdays, Fridays, Saturdays and Sundays.
Make advertisements about traveling on Tuesdays and Wednesdays to encourage more people travel on these two days.
Decrease flight crews on Tuesdays and Wednesdays.
Offer discounts for Tuesday and Wednesday flights to customers.

8.
Question 8
The case above (Question 7) is an example of a ______ metric.

1 point

Revenue
Profitability
Risk

9.
Question 9
One online shopping business found that 20% of shoppers quit during the checkout process without buying anything. A good next step would be:

1 point

Add a small pop-up window on the checkout page with the texts “We are sorry if you are having trouble when checking out. We will fix it later.”
When
the reason that shoppers are dropping out of an online checkout is unknown, concluding
that shoppers don’t understand the process well enough, are having second
thoughts because prices are too high, or are simply irritated and need an
apology, would be nothing more than a guess. A much better approach is to
determine the real factors influencing dropout rates. This can be done through
randomized experiments known as “A/B” Testing.
Shoppers
are randomly assigned to one of two groups: a group using the current process,
and a group where minor changes are made to the process which may improve
customer retention. Changes that result in significant improvement are kept,
and others discarded. The video, Revenue
Metrics: Amazon.com as a Leading Example of the Use of Dynamic Metrics – Part 2
at 3:23-4:46 discusses Amazon as an example of the sophisticated use of A/B testing
for revenue optimization.
Send those customers a letter, email, or text with detailed instructions on how to use the checkout feature.
Offer discounts to the 80% of customers who complete checkout as an encouragement for their patience.

10.
Question 10
The average number of days inventory is held should be minimized for ALL of the following reasons EXCEPT ________.

1 point

Some products will be wasted completely if they don’t get purchased by a certain time
Customers are frustrated if something they want is not in stock
It costs money to store the products
The longer a product stays in inventory, the less likely it will be purchased
The longer the negative float, the more interest a business has to pay

11.
Question 11
What is the estimated days inventory of Company X based on the information below?

Company X’s annual report listed a year-end inventory of $35.4 million, and annual cost of goods sold of $137.9 million.

1 point

93.7 days
67.2 days
3.9 days
94.3 days

12.
Question 12
A company sells its services “Net 60.” If it delivers the goods and provides an invoice in March, when can the company expect to be paid?

1 point

March
April
May
June
July

13.
Question 13
The primary reason Egger’s Roast Coffee ran out of cash was:

1 point

Rapid growth
Inefficient production
Unsold inventory
Lack of innovation

14.
Question 14
To be a best-seller on Amazon, your book needs to…

1 point

Be popular and have good reviews
Be one of the 1,000 best-selling books on Amazon
Be sold all over the world
Be one of the top selling books in its Amazon topic subcategories

15.
Question 15
Amazon’s “frequently bought with” feature _________.

1 point

Offers discounts if you buy two books
Tells you how frequently the two books are bought together
Is optimized to maximize Amazon’s revenues
Is customized for your search terms

Week- 2

Working in the Business Data Analytics Marketplace

1.
Question 1
Data Scientists most often enter into that
position by:

1 point

Starting as a Business Analyst
and gaining experience and additional technical skills on the job

Earning a doctorate degree in statistics or
computer science

No
experience other than an aptitude working with quantitative data is required

Earning a masters degree in data science

2.
Question 2
Why is it important for Business Analysts to
have “local knowledge” of business sectors?

1 point

Business Analyst typically
work in a specific business sector, such as insurance, and every sector has
specialized metrics developed for that sector.

Clients expect Business Analysts to be
able to discuss their specific business environments in detail

Client provided data typically only
contains “local knowledge”

All of the above

3.
Question 3
Why
should a Business Data Analyst have SQL skills?

1 point

To retrieve data from different types of
databases throughout the organization

To increase their efficiency and autonomy

To be able to combine data from multiple
sources to create new data sets and answer new questions.

All of the above.

4.
Question 4
True
or False: “NONE of the nine skills required of all Business Data Analysts are
part of the skills used regularly by the typical software engineer.”

1 point

False

True

5.
Question 5
True or False: Strategic consulting firms with a
software/systems integration focus often introduce the latest methods for
achieving competitive advantage into a particular vertical market, such as
retail pharmacies, which forces other companies in that vertical to use the
same methods to stay competitive.

1 point

False

True

6.
Question 6
Hardware & software companies compete in
a market that has a very unusual cost structure. This is because:

1 point

These types of companies derive their
value from developing and delivering proprietary intellectual property.

They incur almost all their
costs up front, before the first product is sold, while the incremental cost to
create one more unit of the product is very low.

It has high variable costs and low fixed
costs.

All of the above.

7.
Question 7
Business
Data Analyst Tiffany Yu advises that in order to learn to write SQL queries
well enough to be able to start gathering information for yourself, you will
need to prepare (study) for about:

1 point

One Week

One Month

Six Weeks

A University Semester Course

8.
Question 8
Of
the five business types represented among US companies, Traditional Strategic
Business Consulting firms are the least likely to hire software engineers and
technical project managers. Why?

1 point

Strategic Business
Consulting generally does not include developing or installing technology.

Strategic planning in the corporate world
is critical to a firm’s success

Analysts represent the largest single job
type in these types of firms

These firms focus on ways
to improve business processes, such as increasing revenues and reducing risk.

9.
Question 9
Which
other type of Company represents the biggest threat to “bricks and mortar”
Companies?

1 point

Hardware and Software Companies

Business Consulting firms with an IT
focus

Digital Companies

Traditional Strategic Business
Consulting firms

10.
Question 10
What
software tool is Data Scientist Dai Li referring to, when he says, “Of course I
also use [it]. It sounds like [it] is more nontechnical, but actually it is a
very good tool. You can do a lot of data
processing, data analysis, and data modeling if you are using [it] with very
good efficiency.”

1 point

Matlab

Python

Excel

SQL

11.
Question 11
The
current world leader in market share for remote (“cloud-based”) hosting of
other companies’ data and applications is:

1 point

Microsoft

IBM

Google

Amazon

12.
Question 12
For
brick and mortar businesses to survive digital competition, the most
important factor is:

1 point

Does the company deliver
its product or service as quickly as its online competitors?

Brand Awareness and customer loyalty

Production efficiency

Pricing

13.
Question 13
The
term “Point-of-sale customization” means:

1 point

Bricks-and-mortar
companies are at a disadvantage because they can’t track history as well as online
companies

Every
online customer is unique and therefore can and should be shown different prices
and products

It
is possible to attract new customers by using more customized incentives

Targeting
individual customers with coupons or other special offers when they visit a
store, based on their past purchase history

14.
Question 14
One survival
strategy which will definitely NOT succeed for Barnes & Noble in its
struggle with Amazon is:

1 point

Selling
coffee, food, and non-book gift items

Converting
Barnes and Noble into more of an
exclusive literary club for paying members

Putting
more resources into their web presence and online sales

Offering
lectures, classes, and other social events related to books in its stores

15.
Question 15
What
is the primary difference in business model between the two Digital Companies
Uber and Airbnb?

1 point

Uber transportation is only available in certain cities; Airbnb properties can be
anywhere in the world

Uber is highly profitable; Airbnb is not.

Uber transportation is much less expensive than regular taxi service; Airbnb room
prices are similar to traditional hotel rooms

Uber sets prices for drivers; Airbnb lets property owners set prices themselves.

Week- 3

Going Deeper into Business Metrics

1.
Question 1
The “Sharpe Ratio” is:

1 point

A revenue metric

A risk metric

A risk metric divided by a revenue metric

A revenue metric divided by a risk metric

2.
Question 2
Actual CPC, divided by the conversion rate, is
the revenue metric:

1 point

Acquisition
Cost

Maximum Cost per Click-through

Quality Score

Ad Rank

3.
Question 3
Which of the following as NOT a demographic for which one
can purchase targeted advertising?

1 point

Level of education

Future Customer

Age

Income

Location by zip code

Member of Vegetarian
Interest Group Facebook page

4.
Question 4
The metric referred to as an “organic link” tells
us that a visitor to our site came from:

1 point

An unpaid listing of our
website that was returned in a search result

Clicking on a link to our site in a blog post or
article

Directly typed in the url address of our site

A sponsored link

5.
Question 5
Some step in “search engine optimization” or SEO,
are: (check all that apply)

1 point

Make sure our content
is current, substantive and directly relevant

Increase links to our website from
all possible third-party websites

Get
third-party websites with authoritative reputations and substantive

opinions to
mention us and provide a link to our website

Increase
our “social signal” by increasing our
Facebook page “likes” and retweets

6.
Question 6
The Internal Rate of Return must be used to calculate
returns, when:

1 point

Cash is
invested at several different times

There are several methods that can
be used, but a single method is preferred

It is necessary to compare two
different rates of return

It is necessary to annualize the
rate of return

7.
Question 7
In finance, it is useful to know both the return, and the
volatility of return, of an investment, because:

1 point

Higher volatility leads to higher returns.

Higher volatility leads to lower returns.

Volatility of returns is a measure of risk and
avoiding risk is a fundamental aim of investing.

Returns can always be increased through leverage (borrowing
money to make a portion of the investment) but this increases volatility, so
returns cannot be evaluated in isolation, absent knowledge of their
accompanying volatility.

8.
Question 8
Why is relying upon the Life Time Value (LTV) of a customer
when determining web ad spending potentially risky?

1 point

Life Time Value is a
difficult metric to calculate accurately.

Life Time Value does not take into account the high negative
cash flow associated with initial customer acquisition; cash that it may take
years to recoup.

Life Time Value is a profitability metric, not a risk
metric.

Life Time Value is only useful if the CPC divided by the
conversion rate is less than the LTV.

9.
Question 9
In theory, an investor could generate any target return,
simply by borrowing money to make a portion of the investment, and investing in
an instrument that returns more than the risk-free rate. However, doing this would also:

1 point

Require a more skilled manager

Increase volatility of returns over the original instrument
at the same rate that it increases excess returns.

Inversely affect the discrete rate of return

None of the above

10.
Question 10

The “Expense Ratio” is a
profitability/efficiency metric – the money spent on operating a passive fund,
divided by the total market value of the fund assets.

What
expense associated with the fund is NOT included in the money spent operating
the fund in calculating the expense ratio?

1 point

Costs incurred in fighting shareholder lawsuits
against the fund managers

Brokerage fees the fund
pays to buy and sell assets

Operating expenses
associated with marketing the fund

The manager’s performance bonus

11.
Question 11
If active fund managers picked their portfolios from
an Index “universe” at random,
weighted them by relative market capitalization, and held them for a given time
interval, what percentage of managers would be expected to out-perform the
Index return, before taking their fees into account?

1 point

10%

28%

50%

80%

12.
Question 12
Why is it considered undesirable for a fund
manager to have a large tracking error?

1 point

Tracking error is a kind of risk metric – it implies wide variation from the appropriate benchmark

Tracking errors are closely correlated with decreased profit

Tracking errors are the standard deviation of
“excess” returns.

None of the above

13.
Question 13
What is the most established metric for evaluating Venture
Capital and Private Equity Funds?

1 point

Internal Rate of Return (IRR)

Tracking Error

Quality Score

Positive cash flow

14.
Question 14
Why would investors in hedge funds typically
want performance that has low correlation to the major equity markets?

1 point

They invest in many different types of assets, including options and derivatives

They are typically permitted to structure a deal so that they make money when a stock goes down in price

Investors like to see a strong linear trend in the log value of wealth in a fund.

Hedge fund investors typically also invest large amounts of capital in major equity markets, and target the highest possible risk-adjusted return on their combined portfolio.

15.
Question 15
On what measures are Mutual Fund Managers primarily
judged relative to their benchmark?

1 point

Excess return and tracking error

Maximum drawdown and tracking error

Linearity of log return and maximum drawdown

All of the above