1. Multiple Choice: What does RFM analysis stand for in the context of customer value assessment in e-commerce? a) Recency, Frequency, Monetary b) Reach, Frequency, Monetary c) Recency, Functionality, Marketing d) Reach, Functionality, Marketing Correct Answer: a) Recency, Frequency, Monetary Rationale: RFM analysis is a marketing technique used to quantitatively rank and group customers based on their transaction history – how recently, how often, and how much did they buy. 2. True/False: In marketing analytics, sentiment analysis can accurately predict customer behavior in all scenarios. Answer: False Rationale: Sentiment analysis can provide insights into customer opinions and feelings, but it is not always accurate in predicting behavior due to the complexity and variability of human emotions and external factors.