Digital Marketing Final

Its the Era of

Collaboration

Marketing

Creative + Analytical =

A collection of 1,000 images is considered structured data. T/F

Flase

Jessica wants a conversion tag from TikTok to fire when a user reaches the "thank you" page after a purchase. What functionality within a tag manager would she use to make this happen?

a trigger

Tim would like to record the link URL of a user's link click on his website. What functionality within a tag manager would he use to collect this dynamic data?

a variable

An analyst's manager says she thinks that the business' social media share of voice is 50 percent. While analyzing social listening data, the analyst changed the number of competitors include in the analysis until the business' social media share of voice was around 50 percent. What bias has the analyst fallen victim to?

anchoring bias

"Enhance loyalty" is an example of what component of the measurement model?

business objective

What are the three levels of a measurement model?

business objectives, goals, KPIs

The CMO would like an analyst to use the attribution model that most accurately distributes conversions among the business' various marketing channels (paid search, social media, organic search, email, etc.) based on each channel's influence on a conversion. What attributes model should the analyst use?

data-driven

Tools that provide analytics for search ads, display ads, paid social ads, and affiliate marketing belong in what section of the marketing technology stack?

paid media tools

What function within a spreadsheet tool creates a dynamic table from a source data table that an analyst can customize for an analysis?

pivot table

A marketer wanting to launch a marketing initiative that can be precisely measured should pursue analog promotions rather than digital promotions. T/F

False

A/B tests are statistically significant as long as the test includes over 10 observations. T/F

False

Programming skills are required to conduct data analysis. T/F

False

The most comprehensive analytics for Facebook are offered by third-party tools rather than by Facebook itself. T/F

False

True or False: KPIs are a subset of vanity metrics.

False

When data is cleaning is completed, data analysis is completed.

False

When using a tag template, an analyst still must complete fields within a tag manager tool. T/F

True

According to the Gartner Analytic Ascendancy Model, what category of questions does the following social media analytics question belong to? "How can we achieve 150% more conversions from social media?"

Prescriptive

According to the Gartner Analytic Ascendancy Model, what category of questions does the following social media analytics question belong to? "How many new followers will we earn next month?"

Prescriptive

Google provides access to a Google Analytics demo account that contains real website analytics for the Google Merchandise Store. T/F

True

True or False: Metrics count and quantify data.

True

Understanding the scope and performance of competitors' digital marketing campaigns can enhance a business' own digital marketing. T/F

True

Website analytics provides insight into a website's performance as well as the performance of other media such as social media, email, organic search, and paid ads. T/F

True

Ryan would like to count the total number of individuals on a social media platform that have mentioned his business at least once. What metric should he use?

Users

Kimberly would like to view reviews and ratings from a specific website. What dimension should she use?

Website

W.I.N

What's Important Now

Victoria would like to segment website sessions by what media the sessions came from to help her manager show the influence of media on website sessions. What dimension should she use?

channel group

What attribution model assumes a conversion fully correlates to the final marketing channel a user interacts with prior to conversion?

last click

Kim would like to segment keyword listings by traditional, video, image, news, shopping, location, and quick answers listings. What dimension should she use?

listing type

Gustavo would like to understand when a table was last updated or modified. What features of data should he explore?

medadata

According to the Gartner Analytic Ascendancy Model, what category of questions does the following website analytics question belong to? "How many website sessions will we have in January of next year?"

predictive

According to Erica's analysis, a competitor's posts on trending topics are consistently posted earlier and receive more engagement than her business' posts on the same trending topics. Erica recommends an expedited method for legal approval of social posts. What type of optimization is this an example of?

process

Pie charts and tree maps are data visualizations that support which analysis approach?

relativity

Line, column, and histogram charts are data visualizations that support which analysis approach?

trend

A data engineer obtains business buy-in for digital marketing analytics budgets and resources. T/F

False

A data warehouse stores unstructured data. T/F

False

According to eMarketer, $1 of every $100 of e-commerce spend is spent on Amazon and $2 of every $100 of online advertising spend is spent on Google and Facebook. T/F

False

ROI can easily be calculated for social media analytics. T/F

False

ROI is a common KPI for earned media. T/F

False

LTV

Life time value

Monica would like to segment email clicks by clicks that take individuals to her website homepage. What dimension should she use?

Links clicked

According to Gartner Analytic Ascendancy Model, what category of questions does the following email analytics question belong to? "What is the projected ROI for our next email?"

Predictive

Tommy would like to count the total number of emails his team has sent. What metric should he use?

Sends

True or False: Cost per conversion is an example of a calculated metric.

True

According to the Gartner Analytic Ascendancy Model, what category of questions does the following organic search analytics questions belong to? "How many keyword listings did we have last week?"

descriptive

Alejandra would like to divide keyword listings by the terms a user would search within a search engine to find them. What dimensions should she use?

keyword term

A facebook page is an example of what type of media?

owned media

What are the four steps of the decision-making framework?

question, curate, analyze, optimize

Emir would like to quantify how frequently a specific keyword is searched by users each month. What metric should he use?

search volume

Decisions are

Data-Driven

What is the most common cost structure for paid media campaigns?

CPC

The creative is the

Variable

What chart most effectively supports classification and cluster analysis?

bubble chart

A business' total profits for last month were $125,000 and total number of customers last month was 25,000. On average, they retain customers for 15 months. What is the business' customer lifetime value?

$75

Two weeks ago, a website had 1,200 users. Last week, that same website had 1,000 users. What is the percent change week over week? (WOW)

-17 percent

A marketing initiative has a cost of $50 and drives $175 in profits. What is the marketing initiative's ROI?

250 percent

Ideal LTV:CAC ratio

3:1

According to the Statcounter, what percentage of global searches are conducted on Google?

90 percent

When using the IF function in a spreadsheet, what characters stand for the logic test "does not equal"?

<>

Which list of marketing technology tools are ALL paid media analytics tools?

Bing Ads, Facebook Ads Manager, and Amazon Advertising

What marketing technology tool provides a robust database with potential and existing customer information?

CRM

What data privacy policy in the United States had a similar scope of regulations as GDPR in Europe?

California Consumer Privacy Act (CCPA)

Ruth would like to evaluate the performance of each campaign to determine the ideal budget allocations. What dimension should she use?

Campaign

Which list of marketing technology tools are ALL email analytics tools?

Campaign monitor, Mailchimp, and Constant Contact

According to the Gartner Analytic Ascendancy Model, what category of questions does the following email analytics question belong to? "What was the unsubscribe rate for our last email?"

Descriptive

According to the Gartner Analytic Ascendancy Model, what category of questions does the following paid media analytics question belong to? "What is the ROAS for our search ads campaign?"

Descriptive

According to the Gartner Analytic Ascendancy Model, what category of questions does the following competitive research analytics question belong to? "Why did paid media clicks increase for our competitor last month?"

Diagnostic

According to the Gartner Analytic Ascendancy Model, what category of questions does the following earned media analytics question belong to? "Why did mentions of our business spike yesterday?"

Diagnostic

A business can pay to obtain more earned media. T/F

False

A business pays a fixed price for clicks on paid media ads. T/F

False

Charlie Coyote would like to count how many people have liked his Facebook Page to receive updates from his company. What metric should he use?

Followers

Which of the following is an example of an email client?

Gmail

In the context of a measurement model, what is the answer to the question, "How will the business objectives be accomplished?"

Goals

Which list of marketing technology tools are ALL website analytics tools?

Google Analytics, Adobe Analytics, and Matomo

Becky recently purchased a non-slip mat for her bathroom. What is a possible trigger for her purchase?

Her son slipped and fell in the shower

What is the ID called that uniquely identifies a device used to connect to the internet?

IP address

Which list of marketing technology tools are ALL social media analytics tools?

LinkedIn Page Analytics, Twitter Analytics, and Facebook Analytics

Charlie Coyote would like to segment email clicks by clicks that take individuals to her website homepage. What dimension should she use?

Links Clicked

According to the Gartner Analytic Ascendancy Model, what category of questions does the following earned media analytics question belong to? "How can we increase our share of voice to greater than 50 percent?"

Prescriptive

Jenny would like to segment mentions by those that include references to her business' name. What dimension should she use?

Topic

What SQL programming command is used to filter records by specific conditions?

WHERE

Paul has limited money for marketing and wants to control messaging about his business online. If he can only invest in one form of media, which should he select?

owned media

What type of report is designed for reporting to executive leadership?

Dashboard

Ad-hoc reporting capabilities are indicative of highly mature analytics at a business. T/F

False

Data privacy and protections are the responsibility of the government, not a business. T/F

False

Janice wants to forecast website sessions for each month of the next year. Which approach to data analysis should she use?

Trend

A benchmark is a standard reference point such as an industry benchmark from which an analyst can compare performance. T/F

True

Jessica mentions to her manager an opportunity to significantly improve profits. The manager agrees and would like Jessica to present the recommendation to the executive team. What would be the most effective medium to communicate the opportunity to the executive team in-person?

a slide presentation

Nia would like to highlight in yellow all the cells in a spreadsheet between 100 and 150. What spreadsheet function best accomplishes this task?

conditional formatting

Evan recommends that the wording on a webpage will be modified based on his analysis. What type of optimization is this an example of?

content

Tools that provide analytics for websites, mobile apps, email, and video belong in what section of the marketing technology stack?

owned media tools

According to the Gartner Analytic Ascendancy Model, what category of questions does the following question belong to? "How much revenue will the website generate next year?"

predictive

What are the characteristics of a goal created using the SMART goal framework?

specific, measurable, achievable, relevant, time-bound

Which list of marketing technology tools are ALL owned media competitive research analytics tools?

Compete, SEMrush, and Owletter

Charlie Coyote would like to highlight a specific action a user takes on his website after clicking on an email as highly desirable. What dimension should he use?

Conversions

Felicity would like to highlight a specific action a user takes on her website after clicking on an email as highly desirable. What dimension should she use?

Conversions

Adam is collecting relevant digital marketing data and combining it with business results data. What step of the decision-making framework is he in?

curate

According to the Gartner Analytic Ascendancy Model, what category of questions does the following website analytics question belong to? "What was website revenue for last month?

descriptive

Tools that provide analytics for social listening, PR, external links, and reviews belong in what section of the marketing technology stack?

earned media tools

Charlie Coyote would like to segment user activity by likes, reactions, comments, clicks, shares, and replies. What dimension should he use?

Engagement

After a tag manager tool is implemented on a website, an analyst needs to work with a developer to implement tracking tags on the website. T/F

False

Businesses can pay search engines to increase their visibility in organic search. T/F

False

By default, website conversion and revenue performance flows to paid media analytics tools. T/F

False

By default, website conversion and revenue tracking is connected to email analytics tools. T/F

False

Competitive research for owned, paid, and earned media uses different metrics and dimensions than non-competitive owned, paid, and earned media analytics. T/F

False

Competitive research tools have access to the actual profits of competitors. T/F

False

Conversions and revenue are recorded by default when setting up website analytics tools. T/F

False

Dashboards can include metrics and dimensions from multiple data sources. T?F

False

Email is a component of Earned Media and, therefore, a business has limited control over messaging and reach. T/F

False

Charlie Coyote is exploring analytics about his Facebook page. What type of social media analytics is he investigating?

Owned Account Analytics

What type of media is characterized by the release and spread of news about a business?

PR

Robin takes home her newly purchased drone and tries it out in a nearby park. What stage of the McKinsey Consumer Decision Journey model is Robin in?

Post-Purchase Experience

According to the Gartner Analytic Ascendancy Model, what category of questions does the following competitive research analytics question belong to? "How many mentions will our competitor receive next month?"

Predictive

According to the Gartner Analytic Ascendancy Model, what category of questions does the following earned media analytics question belong to? "How many mentions will we receive next month?"

Predictive

What category of dimensions would be most useful for an analyst trying to uncover if emails are successfully delivered to consumers' email clients?

Technology dimensions

A Mailchimp account is free to create. T/F

True

A competitive research scorecard ranks a business and their competitors on important metrics to uncover insights. T/F

True

True or False: KPIs are metrics important to a business

True

The metric pageviews belongs to what scope level within website analytics?

hit-level

If a keyword listing has a listening position of 2, what does that mean?

the keyword listing is the second organic search result

When a user clicks on an email link that does not include UTM tracking, how will the session be recorded by website analytics?

the session will be recorded as coming from the direct channel

Which UTM tracking parameter records the ad a user clicked on to begin a website session?

utm_content

Total pageviews is a common KPI for website analytics. T/F

False

Earned media competitive research marketing technology tools are the same as non-competitive earned media analytics tools. T/F

True

Facebook provides access to a Facebook Analytics demo account that contains demo data for both Instagram and Facebook. T/F

True

Open rate, click rate, and unsubscribe rate are common KPIs for email marketing. T/F

True

Paid media provides media real estate that a business can rent to achieve greater visibility. T/F

True

SEMrush is a marketing technology tool providing both organic search and paid search analytics. T/F

True

According to the Gartner Analytic Ascendancy Model, what category of questions does the following organic search analytics question belong to? "How can we increase our top 3 keyword listings by 50 percent?"

prescriptive

Sam searches online and compares reviews for various restaurants in his area. What stage of the McKinsey Consumer Decision Journey model is Sam in?

Active Evaluation

Janice would like to segment paid media performance by ad copy. What dimension should she use?

Ad

What category of paid media ads is characterized by a business not having control over ad placement and the business paying the referring website a set percentage of any purchases from referred customers?

Affiliate Ads

What type of report is automated and highlights data abnormalities?

Alert

Which list of marketing technology tools are ALL earned media analytics tools?

BuzzSumo, Prowly, and Social Searcher

Which list of marketing technology tools are ALL earned media competitive research analytics tools?

BuzzSumo, Prowly, and Social Searcher

What is the ideal governance process for the publishing of tag manager tags?

only one employee has access to publish tags

Data links are elements of a data visualization that are noticed without needing to use conscious effort. T/F

False

If an analyst has the authority to implement an optimization, they should first create a recommendation for approval. T/F

False

Since earned media is controlled by a business, measurement of earned media performance is straightforward. T/F

False

Since email is not part of paid media, email ROI cannot be measured. T/F

False

T or F: Social Media analytics for TikTok, Facebook, Twitter, and Instagram are accessed through a unified social media analytics tool.

False

Nathan would like to count the total number of times his ads have been seen. What metric should he use?

Impressions

Which list of marketing technology tools are ALL paid media competitive research analytics tools?

SEMrush, Adbeat, and SellerApp

Although various jargon is used across social media analytics tools, the functions of social media metrics and dimensions are similar from tool to tool. T/F

True

An analyst can only access Google Search Console for websites owned by their business. T/F

True

Analysts calculate the total number of unique users over a given period such as a month to determine active users, which is a common social media analytics KPI. T/F

True

Competitive performance data is available for owned, paid, and earned media. T/F

True

Earned media analytics tools scrape content and use APIs to collect publicly available website, profile, and post mention data. T/F

True

Kevin recommended that his business spend $50 per day on paid social ads. After continued poor performance, he then recommended that his business spend $150 per day on paid social ads. Kevin does further analysis and determines that paid social ads are not driving any revenue. Kevin doesn't want to backtrack on his recommendations, so he continues to recommend a $150 per day spend on paid social ads. What bias has Kevin fallen victim to?

escalation of commitment bias

Simon would like to count the number of times a button is clicked on his website. What metric should he use?

events

Paul would like to segment website sessions by the URL that individuals left the site from. What dimensions should he use?

exit page

The dimension channel group belongs to what scope level within website analytics?

session-level

ROAS

Return on ad spend

Customer Lifetime Value (CLV)

The calculation of the average profits per customer over the entire span of the relationship between business and customer

APIs are used to request data from web services and marketing technology tools. T/F

True

Data purchased from data brokers includes public data. T/F

True

What provides insight into how a consumer initially discovered a website or mobile app?

acquisition dimensions

Using the SUM function within a spreadsheet is an example of which approach to data analysis?

summary

According to the Gartner Analytic Ascendancy Model, what category of questions does the following social media analytics question belong to? "Why did active users increase last month?"

Diagnostic

Charlie Coyote would like to count the number of times a specific post was seen on social media. What metric should he use?

Impressions

According to the Gartner Analytic Ascendancy Model, what category of questions does the following email analytics question belong to? "How will the unsubscribe rate change if three emails are sent per week rather than just one?"

Predictive

According to the Gartner Analytic Ascendancy Model, what category of questions does the following paid media analytics question belong to? "How will the cost per conversion change next month?"

Predictive

According to the Gartner Analytic Ascendancy Model, what category of questions does the following paid media analytics question belong to? "What optimizations should be implemented to increase conversions by 50 percent?"

Prescriptive

Charlie Coyote would like to count the total number of emails his team has sent. What metric should he use?

Sends

Annie would like to calculate the ratio of positive to negative mentions. What dimension should she use?

Sentiment

What spreadsheet functionality within Excel is leveraged to calculate the ideal budget allocation for a collection of campaigns?

Solver

According to this chapter, what is the core objective of marketing?

creating value to meet consumers' needs

What feature of data is used to connect data in multiple data tables?

data key

According to the Gartner Analytic Ascendancy Model, what category of questions does the following organic search analytics question belong to? "Why did keyword listings decrease last month?"

diagnostic

What is the language used to connect performance across all digital marketing initiatives?

digital marketing analytics

An analyst wants to calculate seasonal indexes for mobile app installs using last year's monthly install data. The average number of monthly installs was 530. The installs number for July was 398. What is July seasonal index?

0.75

What role specializes in digital marketing analytics?

digital marketing analyst

Correlation confirms causation. T/F

False

ROI

Return on investments

A persona builds on a target market segment to humanize the segment for more effective marketing. T/F

True

APIs are used to request data from web services and marketing technology tools.

True

The creation of value through the marketing mix (product, place, price, and promotion) has evolved from the analog age to the digital age. T/F

True

True or False: A business' measurement model informs all steps of the decision-making framework (question, curate, analyze, and optimize).

True

How do databases relate to data tables?

a database is made up of multiple data tables

Amira is trying to wrap her head around an extremely large data source. Which approach to data analysis should she use first?

summary

According to the Gartner Analytics Maturity Model, what is the highest level of analytics maturity for a business?

transformational

Which is foundational to all other essential data analyst technical skills?

Data literacy

There are few marketing technology tools available to support analysts. T/F

False

Email is an example of what type of media?

owned media

According to the Gartner Analytic Ascending Model, what category of questions does the following question belong to? "How can we achieve 100 new customers next month?"

prescriptive

Lee conducted an analysis and generated a list of 15 optimizations that he does not have the authority to implement. How should Lee proceed?

present the top priority optimization as a recommendation to his manager

The following goal does not follow the SMART goal framework because it is missing which characteristic? Increase website form conversions by 4 percent.

time-bound

If the "Optimize" step of the decision-making framework is skipped, the analysis will still impact business results. T/F

False

A blogger writes a post about how bad their experience was with a business' customer service team. What type of earned media mention is this?

A negative mention

What technology is used to track an email open?

A tracking pixel

According to the Gartner Analytic Ascendancy Model, what category of questions does the following competitive research analytics question belong to? "How many emails did our competitor send last month?"

Descriptive

Which list of marketing technology tools are ALL organic search analytics tools?

BrightEdge, Google Search Console, and SEMrush

Email is a component of earned media and, therefore, a business has a limited control over messaging and reach. T/F

False

There is a widely accepted definition of what levels of data velocity, volume, variability, and veracity constitute big data. T/F

False

True or False: Impressions are a valuable KPI.

False

Customer Acquisition Cost (CAC)

The cost of winning a customer to purchase a product/service

An analyst can and should use the decision-making framework to structure data investigation and analysis.

True

Consumer segmentation can include one consumer per segment when using digital technologies. T/F

True

Data amassed in targeting profiles on each consumer enables Google to connect an individual consumer with highly targeted ads. T/F

True

Data storage, data management, CRM, tag manager, data visualization, attribution, owned media tools, paid media tools, and earned media tools are all tool categories featured in a marketing technology stack. T/F

True

Data stories should be structured with an impactful beginning, middle, and end, as are traditional stories. T/F

True

Digital giants make data-driven and consumer centric decisions. T/F

True

Digital media provides marketers with more data than does analog media. T/F

True

Keyword listings count each unique keyword term that a website or URL has at least one listing for in the top 100 search positions. T/F

True

Marketing mix modeling tools evaluate budget allocation across both offline and online marking channels. T/F

True

Organic search is frequently the channel that drives the most website sessions. T/F

True

Social Searcher provides free access to their website that provides social media mention data. T/F

True

Some tags when published can break website functionality. T/F

True

The most comprehensive analytics data on Bing search ads is available through Bing Ads. T/F

True

To access owned account social media analytics, an analyst needs admin access to the business' social media account. T/F

True

What category of dimensions would be most helpful to an analyst creating a target marketing segment and persona?

audience dimensions

Why is "top 3 keyword listings" a frequently used KPI?

over 50 percent of organic search clicks are on the top three keyword listings

An analyst would like to segment total pageviews to obtain pageview performance by URL and medium. What is used to segment the metric pageviews?

dimensions