Chapter 05 Quiz: Measuring and Evaluating Digital Marketing Programs

Digital marketers for a test prep company were unsure why metrics showed a lot of visitors to its website, but few visitors completed purchases. The company decided to create two new website landing pages and determine which site captured more sales. The first landing page had student testimonials with images of their improved test scores after using the test prep software. The second landing page had parent testimonials discussing the increased confidence of their child(ren) after using the test prep software. The company then sent out emails to hundreds of people with half featuring the web link to the first landing page and half featuring the web link to the second landing page. This is an example of ____. a. a NPS (Net Promoter Score) b. A/B testing c. page views d. a KPI (Key Performance Indicator)

A/B testing

Digital marketers for a consumer goods company want to collect qualitative data. Which of the following would they not focus on? a. Customer product use b. Why people buy c. How customers talk about the product d. Perception of brand value proposition

Customer product use

Danielle is explaining to her friend how internet browsers can load webpages. She explains, "When you type in the name of a website you are searching for, the ____ acts like a phonebook and pulls up the site's _____ so that the webpage loads." a. File Transfer Protocol (FTP); DNS (Domain Name System) b. IP (Internet Protocol) address; TP (Terminal Protocol) address c. DNS (Domain Name System); IP (Internet Protocol) address d. TP (Terminal Protocol) address; DNS (Domain Name System)

DNS (Domain Name System); IP (Internet Protocol) address

Tahia is the webmaster for a local community college. The college is getting a lot of complaints about the slow load time of the school's website. Tahia is troubleshooting what the issue might be. The college uses a cloud hosting solution and users reporting the issue seem to be using a variety of browsers. Which of the following is a reason the webpage could be loading slowly? a. JavaScript and CSS files are optimized. b. The website does not use any plugins. c. Users have not cleared their cache in a while. d. The file sizes for the images on the page have not been compressed.

The file sizes for the images on the page have not been compressed.

Marketers for Parachute, a home essentials brand, is evaluating its website effectiveness. Specifically, marketers want to measure the website in terms of business performance. Which of the following should Parachute focus on? a. Traffic, audience, and campaign measurement b. Site performance c. Site usability d. Interactions per visit

Traffic, audience, and campaign measurement

"I just don't think we are getting enough traffic to the site," the VP of Marketing for Bear Bottom Clothing states in a meeting with her team. "I would like to review the traffic metrics for the past month." Which of the following is not a traffic metric? a. Sessions b. Impressions c. Visitors d. Page views

Visitors

If marketers for a clothing brand are concerned about if their social media marketing efforts are resulting in consumers recommending their brand to others, they would be most interested in which metric category of the Valid Metrics Framework? a. advocacy b. impact c. influence d. exposure

advocacy

While on Instagram the other day, your classmate was interacting with a post from a restaurant asking viewers to mention their favorite menu item. When they clicked on the comments, they noticed a comment that said, "Want to make $10,000 in one week? Sign up for my course!" The comment included a link to a website. This is likely an example of ____. a. fake reviews b. malware c. link spam d. comment spam

comment spam

Two friends are very excited because their new app is live on Apple's App Store and Google Play. The friends are concerned about engagement metrics for the app, so they will be paying attention to all of the following metrics except ____. a. number of articles read b. in-app session time c. number of times accessed in the first 24 hours d. number of screens accessed per session

number of articles read

A family law firm has an extensive website with resources including articles and blog posts on everything from a necessary documents list to advice for divorcing parents to the division of assets and debts. The lawyers would like to add more information, but they aren't sure which resources are being accessed most often. To find this information, the lawyers should use ____ on their website. a. third-party cookies b. hits c. tagged web pages d. KPIs

tagged web pages

A family friend of yours has owned a small candle making business for years. For many years, the business served as a sort of hobby and side-gig. Most of the company's sales were at local farmers markets or festivals. This year, she decided to create an ecommerce site for the candle making business. She realized this could significantly increase the amount of time she devoted to the business and could potentially change it from a hobby and side-gig to a full-time job. While she plans on tracking metrics like bounce rate and page visitors, if she is to quit her current full-time job as a dental hygienist, she needs the average order value to be over $50. This measurement is a ____ for the candle maker. a. NPS (Net Promoter Score) b. MAM (Mobile App Analytic) c. MWM (Metric Worth Measuring) d. KPI (Key Performance Indicator)

KPI (Key Performance Indicator)