Business Assessment (L1 + L2)¶
Covers the product/business model: RFM, journeys, loyalty, membership, revenue. Checkpoint for Week 1. Grading in Assessments README. Pass = 80% MCQs.
Part A — L1 Multiple Choice¶
1. Who is Prism's paying customer? - a) The diner b) The restaurant brand c) Swiggy/Zomato d) uEngage internal ops
Answer
**b.** The restaurant *brand* is the client; the brand's diners are the *guests* whose data Prism manages.2. The three product layers are: - a) Frontend / Backend / DB - b) Ingest & Unify / Understand / Act & Retain - c) POS / Aggregator / App - d) Loyalty / Campaigns / Reports
Answer
**b.** Ingest & Unify → Understand (Customer 360, RFM, 37 filters) → Act & Retain (campaigns, journeys, loyalty…).3. RFM scores are computed: - a) On absolute global thresholds - b) By quintile relative to that brand's own customer base - c) Only for paying members - d) Once at signup
Answer
**b.** Each of R/F/M is 1–5 by quintile of the brand's own base; top 20% recent = R=5.4. A customer who has never ordered gets which Recency score? - a) R=5 b) R=0 c) R=1 d) undefined
Answer
**c. R=1.** Never-ordered customers are automatically R=1.5. The FM score formula is:
- a) F × M b) (F+M) c) Ceil((F+M)/2) d) max(F,M)
Answer
**c.** `FM = Ceil((F+M)/2)` collapses the 5×5 grid to a single 1–5 axis for the R×FM segment lookup.6. How many RFM segment labels does Prism use? - a) 5 b) 7 c) 11 d) 37
Answer
**c. 11** (Champions, Loyal, Potential Loyalist, New, Promising, Needs Attention, About to Sleep, At Risk, Can't Lose, Hibernating, Lost). The **37** refers to the deep-layered *filters*.7. How many automated journeys ship, and what's their trigger shape? - a) 5, time-based b) 8, EVENT → CONDITION → ACTION c) 3, manual d) 12, ML-driven
Answer
**b. 8 journeys**, each EVENT → CONDITION → ACTION (Welcome, Birthday, Anniversary, Wallet Expiry, Lost Customers, Abandoned Cart, Low-Rating Rewards, Referral Boost).8. On journey activation, how many past customers are backtracked (max)? - a) 100 b) 1,000 c) 10,000 d) unlimited
Answer
**c. 10,000** eligible past customers are back-filled.9. Which is NOT a Prism revenue stream? - a) SaaS subscription b) Per-SMS charges c) Commission on food orders d) WhatsApp per-message markup
Answer
**c.** Prism does not take food-order commission; streams are SaaS, Digital Bills, Feedback comms, WhatsApp, SMS.10. The Premium plan price is: - a) Free b) ₹12,000/yr (or ₹5,000/3-month) c) ₹1,000/mo d) custom only
Answer
**b.** Basic = Free, Premium = ₹12,000/yr, Business = custom/on-quote.11. On a loyalty tier downgrade, unredeemed points are: - a) kept b) halved c) immediately forfeited d) converted to cash
Answer
**c.** Strict rule (Loyalty 2.3): all unredeemed points are forfeited on downgrade.12. Cancelled/refunded orders are: - a) counted in revenue b) excluded from revenue/AOV/most-selling-item, and points are clawed back c) counted but flagged d) deleted
Answer
**b.** Excluded from revenue/AOV/top-item; points earned on them are clawed back.13. ROI attribution credits a campaign with revenue from orders placed: - a) any time after the send b) within a configurable attribution window (hours) after the send c) only same-day d) only from segment members
Answer
**b.** Configurable per-campaign window (hours). Stored in `auto_campaign_roi`/`campaign_mis`.14. How many active memberships can a customer hold at once? - a) unlimited b) one c) one per outlet d) three
Answer
**b. One.** A *different* plan is blocked while one is active; the same plan extends from expiry on renewal.15. Which cross-widget integrity rule is correct?
- a) Total Customers = Active + Champions
- b) Total Loyalty Points = Used + Available + Expired (never negative)
- c) Orders = SMS + WhatsApp
- d) Revenue = Points × 10
Answer
**b.** Also: Customers = Transacting + Non-Transacting; Orders = Delivery + Pick-Up + Dine-In; channel revenue sums to 100%; Unique Customers ≤ Redemptions.16. "Auto Campaigns" are being renamed to: - a) Blasts b) Flows c) Journeys d) Triggers
Answer
**c. Journeys** (Roadmap V1).17. NPS buckets a 0–6 responder as a: - a) Promoter b) Passive c) Detractor d) Neutral
Answer
**c. Detractor** (Promoter 9–10, Passive 7–8, Detractor 0–6).18. KYC completion in loyalty unlocks: - a) membership b) welcome points c) referral d) a discount code
Answer
**b. Welcome points** are gated behind KYC (Birthday/Gender/Email).Part B — L2 Scenarios¶
S1. A brand's dashboard shows Total Customers = 10,000 but Transacting = 6,000 and Non-Transacting = 3,500. Is this valid? What would you check?
Answer
**Invalid** — the rule `Total Customers = Transacting + Non-Transacting` requires 6,000 + 3,500 = 9,500 ≠ 10,000. This is a Data Validation Protocol (A4.2) violation and belongs to the "CRM statistics incorrect" (E1.4) bug class. Check the aggregation cron's segment definitions and whether some customers are double-classified or dropped (e.g. dedup or business-id type mismatch). See [Roadmap §A/§E](../01-Business/Roadmap.md).S2. A "Lost Customers" journey is set to fire after 30 days of no orders. A guest who ordered yesterday still received the win-back message. What business rules/mechanisms would you inspect?
Answer
Journeys are EVENT→CONDITION→ACTION and RFM/segment membership is computed **nightly** (`rfmSegments.js`, 3 AM). If the guest ordered *after* the last segment recompute, or the journey audience was built from a stale segment, they can still be targeted. Also check backtracking (up to 10K) and whether the condition uses `lastOrderDate` freshly. This maps to E1.7 (journey logics need verification). See [Business-Flow §3–4](../01-Business/Business-Flow.md).S3. A restaurant wants Dine-in orders to earn 5% points but Delivery to earn only 2%, and asks whether points can go negative. Answer both.
Answer
Yes — Prism supports **per-order-type earn/burn rates** (D1.3), so Dine-in 5% / Delivery 2% is configurable in loyalty rules. Points must **never go negative**: `Total = Used + Available + Expired` and the balance is floored at 0; the known E1.10 discrepancy (Total ≠ Used+Available+Expired) is a *bug*, not intended behavior, caused by non-atomic Mongo/MySQL writes. See [Terminologies](../01-Business/Terminologies.md), [Roadmap §D/§E](../01-Business/Roadmap.md).S4. Sales wants to sell a "one-off broadcast to 50,000 uploaded numbers, no segment." Which product concept and pipeline is that, and what gate applies?