CRA Customer Analytics & Consumer Behavior Flashcards

Which tool is commonly used by retail analysts to visualize customer journey touchpoints?

Answer: Customer journey map

A customer journey map visualizes all touchpoints a shopper experiences from awareness through purchase and post-sale service.

What does 'trip mission' segmentation help retailers understand?

Answer: Why a shopper visits the store and what they intend to buy

Trip mission segmentation categorizes shoppers by their visit intent (e.g., quick fill-in, stock-up, browse) to tailor assortment and layout.

In voice-of-customer (VOC) programs, which data source provides the most direct consumer sentiment?

Answer: Customer surveys and reviews

Customer surveys and reviews capture first-hand shopper opinions, making them the most direct source of voice-of-customer sentiment.

What is the primary purpose of A/B testing in retail analytics?

Answer: Testing two versions of an experience to determine which drives better outcomes

A/B testing exposes two customer groups to different experiences and measures which version achieves higher conversion, revenue, or engagement.

Which segmentation approach groups customers by demographic attributes such as age and income?

Answer: Demographic segmentation

Demographic segmentation categorizes customers using observable characteristics like age, gender, and income level.

A retailer sees high customer acquisition but low retention. What is the most likely business impact?

Answer: Rising customer acquisition costs eroding profitability

When acquisition outpaces retention, the ongoing cost to replace churned customers drives up total customer acquisition spend, squeezing margins.