PGDM Semester 4

Internal Assessment
Customer Relationship Management
S/No. Question
1 “Companies want relationships with customers, but do customers want relationship with 3
companies?” Discuss.
2 What are the key changes in the business environment that are driving a shift from product- 3
based marketing to customer based marketing?
3 Describe the evolution of CRM practices over time. 3
4 What was behind the disillusionment with CRM practices in the late 1990s? Discuss. 3
5 Do you think traditional marketing principles are valid in the age of CRM? What are the 3
fundamental differences between transaction-based marketing approaches and
relationship-based marketing approaches?
6 What factors would you consider when measuring the ROI of CRM investment? Explain 3
in detail.
7 How will you determine if a customer is still your customer in non-contractual settings? 3
8 Discuss in detail the benefits and challenges of using RFM analysis. 3
9 Explain the following CRM metrics in detail: 20
a) Average Inter-Purchase Time (AIT)
b) Retention Rate and Defection Rate
c) Survival Rate
d) Lifetime Duration
e) P(Active)
a) Size of Wallet
b) Share of Category Requirement (SCR)
c) Share of Wallet (SW)
d) Customer Lifetime Value
e) Customer Equity
10 What are the key objectives for establishing loyalty programs? Which of these objectives 3
provide the strongest competitive advantage? Would low-ticket items benefit from loyalty
programs? Discuss.
11 Discuss on the applicability of CRM practices in B-to-B business scenarios. 3
 PGDM Semester 4
Internal Assessment
Applied Business Intelligence
S/No. Question
1 You call up a customer care representative to place a complaint about one of their product 2
offerings. The customer care representative takes down your complaint. What can you say
about the format of data in the complaint?
2 Why OLTP database designs are not considered a good idea for data warehouse? Explain. 2
3 An enterprise has an ERP system in place, which has been running successfully. Would 2
you suggest them to go for Business Intelligence and why?
4 Differentiate between casual users and power users. 2
5 What is real time data warehousing? Explain using examples. 2
6 What is a fact table? What are the various types of facts? Explain using examples. 3
7 Write a note on the significance of measurement, analysis and knowledge management in 3
an enterprise.
8 A newly opened restaurant wants to collect feedback from its customers on the ambience 3
of the restaurant, the quality and quantity of food served the hospitality of staff etc. Design
an appropriate feedback form for the restaurant and comment on the type of data that will
be collected.
9 Picture a retail company that sells a variety of products. The company would like to 3
analyze their sales data by region, by product, by time and by salesperson. Draw Star and
Snowflake schema to depict it.
10 There is an online application to buy and sell used electronics. The website owner would 3
like to have answers to the following: a) how many visitors visit the website daily? b)
What time of the day is the minimum and maximum traffic on the website? C) Do the
visitors directly come in through the landing page? What type of metadata is presented in
the scenario above? Discuss in detail.
11 What is a data mart? Is it a good idea for enterprises to maintain independent data marts? 3
Explain with reasons.
12 KPIs reflect the entire performance of the company and will be cascaded down to the level 3
of individuals. Discuss and explain using examples
13 A business intelligence dashboard for marketing department in a real estate firm monitors 3
leads through marketing campaigns, landing pages and conversion rates with meaningful
reports, graphs, and maps that are centralized in one dashboard. It also measures the
overall performance as well as average costs and important KPIs to understand the impact
of your marketing and sales efforts so you can make the best business decisions possible.
a) What metrics would you use in such a dashboard?
b) Design a sample dashboard for the purpose.
c) Does the dashboard need more than just visuals and what types of graphs fit
the data best?
14 Customers have very high expectations for their end-to-end online experience. Comment 3
on the actions being taken by companies with reference to the above statement and
developments in web analytics.
15 Discuss the challenges being faced in the integration of Web, Social and Smartphone 3
generated data today. Use suitable examples wherever necessary.
16 Social media trends and data analytics will be used for the first time in ensuring and 9
monitoring the security at the country's most vital assets such as airports and nuclear and
aerospace installations. The Central Industrial Security Force (CISF), the national agency
tasked to secure these important assets, has created a maiden 'media lab' and social media
monitoring control room -- the Pattern Research For Institutional Social Media (PRISM)
analytics -- at its base in Arakkonam near Chennai.

A special team of CISF agents has been trained with the job of tracking social media
trends; news, reports and indicators across various platforms collate them and dish them
out as vital pieces of "actionable intelligence" to various airports and other vital units.

Platforms like Twitter, Facebook, YouTube and Flickr will be used by the paramilitary
force to check any suspicious activity against the assets it guards. The platform, developed
by IIT Delhi, is used by the Intelligence Bureau (IB) and the Mumbai police to keep a
check on security issues.

"We are doing this on an experimental basis. The PRISM control room is based in the
southern part of the country as we have a sizeable number of units that have our armed
security cover in that part. Based on the experiences, this smart centre will be further
bolstered," CISF Director General OP Singh told the Press Trust of India. He said that a
special team of his men and women will keep a "track of social media trends" with the
sole view of keeping their units such as airports, aerospace stations and nuclear bases
safe."

This is completely in-house. We intend to link it to our WAR (web analytics and
resolution) room that is already operational and based in Delhi," Director General Singh
said. "The digital chatter in the world of social media is a great source for intelligence
collection and timely action. Public sentiment towards the force, behavioral pattern and
predictable actions can be a great help to take timely action and avoid any mishap," a
senior CISF officer said.

A red flag would be raised, he said, in the case of any posts that indicate a threat towards
the units covered by the CISF or any potential harm that force personnel would inflict
upon self or others.

"The potential of this unique platform would be to avert even suicides in the force, to an
extent as any sort of abnormal behavior or posts would be an indicator for action to be
taken.

"This would be done through features like sentiment analysis in-built in the software
itself," the official said. The 1.80 lakh personnel-strong CISF is tasked to secure 59 airports
and other vital installations under the command of the Union home ministry.
a) Do you think there is a need for such initiatives and is India prepared for the same?
b) What technological challenges would the project face and how can they be
overcome.
c) Do you foresee and ethical issues in the implementation of such projects?