Digital Marketing Final

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

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

Owned Account Analytics

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

LinkedIn Page Analytics, Twitter Analytics, and Facebook Analytics

How do databases relate to data tables?

a database is made up of multiple data tables

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

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

business objective

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

goals

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

specific, measurable, achievable, relevant, time-bound

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

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 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)

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

250 percent

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

owned media

Email is an example of what type of media?

owned media

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

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

owned media tools

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

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 question belong to? "How much revenue will the website generate next year?"

predictive

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

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

question, curate, analyze, optimize

What apps can be used to see the amount of time spent on all your installed smartphones apps?

screen time monitoring programs

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

transformational

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

trend

What are the stages of the McKinsey Consumer Decision Journey model?

trigger, initial consideration set, active evaluation, moment of purchase, post-purchase experience, loyalty loop

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

True

A persona builds on a target market segment to humanize the segment for more effective marketing

True

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

True

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

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.

True

Consumer segmentation can include one consumer per segment when using digital technologies

True

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

True

Data purchased from data brokers includes public data.

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.

True

Digital giants make data-driven and consumer centric decisions.

True

Digital media provides marketers with more data than does analog media.

True

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

True

Public social posts by individuals contribute variables to consumer data.

True

Some tags when published can break website functionality.

True

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

True

To access owned account social media analytics, an analyst needs admin access to the business' social media account.

True

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

True

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

True

True or False: KPIs are metrics important to a business

True

True or False: Metrics count and quantify data.

True

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

True

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

WHERE

What is the difference between a consumer and a costumer?

a consumer is an individual who uses a product and a customer is an individual who purchased a product

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

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

acquisition dimensions

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

What type of report is automated and highlights data abnormalities?

alert

What chart most effectively supports classification and cluster analysis?

bubble chart

What are the three levels of a measurement model?

business objectives, goals, KPIs

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

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

creating value to meet consumers' needs

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

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

dashboard

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

data key

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

data literacy

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

What role specializes in digital marketing analytics?

digital marketing analyst

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

digital marketing analytics

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

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

earned media tools

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

IP address

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

Impressions

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

<>

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

Engagement

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

False

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

False

A data warehouse stores unstructured data.

False

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

False

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

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.

False

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

False

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.

False

Correlation confirms causation.

False

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

False

Programming skills are required to conduct data analysis.

False

ROI can easily be calculated for social media analytics.

False

Smartphone apps can only access your GPS location when you are actively using map navigation within an app

False

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

False

The only website collecting data as you navigate a website is the website you are navigating

False

There are few marketing technology tools available to support analysts.

False

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

False

Total consumer new data creation is decreasing each year.

False

True or False: Impressions are a valuable KPI.

False

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

False

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

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

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

last click

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

medadata

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

only one employee has access to publish tags

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

summary

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

summary

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