MKTG 3690 Final

A business' total profits for last month were $125,000, and the 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

What features key performance indicators (KPI) that can be explored further by users through interactive features such as date range selectors?

A dashboard

The relativity techniques that are commonly used are:

A/B testing, benchmark comparisons, and ranking

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

Acquisition dimensions

Sam is planning to purchase new laptop. He searches different websites and reads reviews of different laptop brands. At what stage of the McKinsey Consumer Decision Journey is Sam in?

Active evaluation

Digital Marketing Analytics focuses on:

All three activities. Measurement, Analysis, and Communication of digital marketing data

Broadly, digital marketing analytics receive data from:

All three. Consumers, Companies, and Governments.

An XYZ company finds that majority of its target market purchase new phone after every 3 years. Which dimension of the target market is the company examining?

Behavioral

What are the three levels of a measurement model?

Business objectives, goals, KPIs

An individual purchases a product online. The individual then posts a positive review and a high rating on the product's website. For the brand, this is an example of which type of Marketing Technology Tool?

Earned

A social media post from a user discussing your product is an example of what type of media?

Earned media

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

False

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

False

Impressions are a valuable KPI.

False

KPIs are a subset of vanity metrics.

False

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

IP address

To perform summary analysis for creating subsets of data, an analyst should use a

Pivot table

Cost per conversion is an example of a calculated metric.

True

A data lake is a data repository that centralizes multiple sources of

Unstructured data

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

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

trend

Match the dimensions with the metrics. Acquisition Behavior Conversions

-- Users, New Users, Sessions Bounce rate, Pages/sessions,average session duration Transactions Revenue

A marketing initiative costs $50 and drives $175 in business profits. What is the marketing initiative's ROI? (Hint: Subtract the marketing cost from the business profits; divide the result by the marketing cost, and then multiply by 100).

250 percent

According to Pew Research, what percentage of US adults owned a smartphone in 2019?

81%

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

90%

What category of dimensions would be most useful for an analyst trying to uncover how individuals discovered a mobile app?

Acquisition dimensions

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

Ad

A _______ is a collection of advertising real estate from numerous websites.

Ad network

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

Bing Ads, Facebook Ads Manager, and Amazon Advertising

A Marketing Manager of company ABC wants to evaluate the number of users who use their app on a regular basis. Which data field should the manager examine?

Both the options could be evaluated

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

BrightEdge, Google Search Console, and SEMrush

Which of the following is not a basic metric considering emails?

Browser

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

Buzzsumo, Prowly, and Social Searcher

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

Buzzsumo, Prowly, and social searcher

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

CPC

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 dimensions should she use?

Campaign

According to the expert session, clicks, impressions, interactions, conversions form specifically which data?

Campaign data

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

Campaign monitor, Mailchimp, and Constant Contact

Which of the following is a KPI for email marketing?

Click Rate, Unsubscripte, Open Rate

According the the expert session, tag management enables

Collection of data into a database

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

Compete, SEMrush, and Owletter

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

Content

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

Jori would like to highlight a specific action a user takes on her mobile app as highly desirable. What dimension should she use?

Conversions

Purchases, sign-ups, and form submissions are examples of:

Conversions

Lara would like to better understand how many times her mobile app stopped working while being used. What dimension should she use?

Crashes

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

Data storytelling in the context of analytics pertains specifically to:

Data visualization

A data repository that centralizes multiple sources of data (including databases and other applications) to enhance business decision making is referred to as:

Data warehouse

According to the Gartner Analytic Ascendancy Model, what category of questions does the following mobile app analytics question belong to? "How many times was our app installed yesterday?"

Descriptive

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

What are top 5 most sold cameras?

Descriptive

Relativity analysis can answer which of the following questions:

Descriptive, Diagnostic, and Prescriptive

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

Why did the sales of cameras decline in the last month?

Diagnostic

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

Digital Marketing Analytics

______________are attributes used to group and segment units.

Dimensions

____________ allow analysts to segment metrics based on different mobile app behaviors.

Event names

A marketing manager would like to count the number of times individuals scroll to the bottom of their mobile app. What metric should they use?

Events

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

Events

Which of the following are examples of social media analytics?

Facebook Insights, Twitter Analytics, Youtube Analytics

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

False

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

False

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

False

Data inks are elements of a data visualization that are noticed without needing to use conscious effort.

False

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

False

In the expert session video featuring Veena Ramaswamy, one of the learnings for her team during the new product launch was that consumers always know what they need.

False

Is the following statement true or false? All analysts have access to analytics for pre-installed mobile apps such as phone, text messaging, and voicemail apps.

False

Is the following statement true or false? Competitive research for owned, paid, and earned media uses different metrics and dimensions than non-competitive owned, paid and earned media analytics.

False

Is the following statement true or false? Competitive research tools have access to the actual profits of competitors.

False

Is the following statement true or false? Email ROI cannot be measured because email is not a part of paid media.

False

Is the following statement true or false? Impressions is a KPI for paid media that aligns with business profits

False

Is the following statement true or false? In A/B testing if there is an increase in sales due to change in position of the checkout box, that means there is a significance difference between the new checkout box position and old checkout box position.

False

Is the following statement true or false? Organic and paid search analytics are the same analytics with a different name.

False

Is the following statement true or false? ROI is a common KPI for earned media.

False

Is the following statement true or false? Social media analytics for TikTok, Facebook, Twitter, and Instagram are accessed through a unified social media analytics tool

False

Is the following statement true or false? There are broadly six acquisition dimensions for social media analytics.

False

Is the following statement true or false? Total installs should be used as a KPI for mobile apps.

False

Is the following statement true or false? Total pageviews is a common KPI for website analytics.

False

Is the following statement true or false? When data cleaning is completed, data analysis is completed

False

Is the statement true or false? Email is a component of earned media and, therefore, a business has limited control over messaging and reach.

False

The post-purchase experience of a consumers is not a relevant data point for an analyst.

False

Erica would like to count how many people have liked her Facebook Page to receive updates from her company. What metric should she use?

Followers

A marketing manager wants to measure events associated with an email campaign. Which of the following is an example of an event?

Form Submissions, Purchases, Clicks

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

Gmail

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

Google Analytics, Adobe Analytics, and Matomo

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

Impressions

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

Impressions

Which of the following is not an organic search competitive research dimension?

Keyword listings

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

Links clicked

Which of the following represents behavior dimensions?

Links clicked, Email list, Conversions, Subscriber Status Change

Which of the following are Mobile App Competitive Research Dimensions?

Location and Install Source

Mario is analyzing a data sheet containing price discounts for a certain brand of microphone over the last quarter. The data sheet contains more than 500 rows of data and 20 columns. He is specifically interested in finding the middle value of the price discounts. He locates a column labelled as price discounts. Which function should he use to find the middle value of the price discounts?

Median

Which of the following is not a website competitive research metric?

Medium

According to the McKinsey Consumer Decision Journey, the loyalty loop directly leads to:

Moment of purchase

A certain online retailer is interested in finding the effect of offering 50% price discount, design of a large checkout box on the product page, and provision of free shipping on all products, on customers likelihood of purchasing the products. The retailer should use________analysis.

Multiple regression analysis

A/B testing involves a control and a variant. In A/B testing how many elements are changed in the variant to determine a certain effect (for example conversions):

Only 1

An "XYZ" company uses analytics only within certain departments. There is no such overall analytics approach or efforts to gain a systematic understanding with regards to the entire company. According to the Gartner Analytics Maturity Model, at which level of analytics is this company?

Opportunistic

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

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

PR

A certain brand partners with an affiliate on youtube, such that the affiliate receives an x% from the sale of the brand over the contract period. For the brand, this is an example of which type of Marketing Technology Tool?

Paid

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

Which of the following is not owned social media competitive Research metric?

Post

Jessica purchases a drone and tries it out in nearby park. What stage of the McKinsey Consumer Decision Journey model is Jessica in?

Post-purchase experience

According to the 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 campaign?"

Predictive

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 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

An analyst is interested in estimating the increase in the number of social accounts after 3 months. Why type of question is the analyst trying to find an answer to?

Predictive

What will be the increase in online sales of a product if the checkout box is placed below the product's description instead of below the product's picture?

Predictive

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

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

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

Prescriptive

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

How should a company design a product page so that potential customers purchase the product?

Prescriptive

Which optimization is key to building business efficiency and obtaining optimal value from both human capital and physical capital?

Process optimization

Which of the following are the four Ps of the marketing mix?

Product, Price, Place, Promotion

An XYZ company finds that majority of its target consumers are regularly engage in mountain biking and camping. The company is examining which dimension of the target market?

Psychographic

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

Question, curate, analyze, optimize

The _____________is calculated by taking the difference between business profits and ad spend cost and then dividing by ad spend costs. The resulting number is then multiplied by 100 to express it as a percentage.

ROAS

"Daily active users" and "monthly active users" are specifically

Retention usage metrics

ROAS in the context of advertising is

Return On Ad Spend

Which of the following provide an understanding of which aspects do consumers like and which aspects they don't?

Reviews

A developer implements mobile app analytics within a mobile app using what technology?

SDK

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

SEMrush, Adbeat, and SellerApp

____________involves coding a web application to automate the process of copying web content into a database.

Scraping

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

Search volume

____________provides a ration that indicates for every one negative mention how many positive mentions are there.

Sentiment rato

An XYZ company is planning to launch a new advertisement for its brand and is examining different social media platforms. The marketing manager is looking up different social media websites for recent topics to develop relevant content. Which type of social media analytics is the marketing manager engaging in?

Social listening

Which of the following are examples of social listening marketing technology tools?

Social searcher, Hootsuite, BuzzSumo, and Sprout Social

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

Solver

A certain analyst uses current performance of a product as a primary reference point. The analyst ignores new inputs that improve the evaluation of the product. Which bias is prominent considering the analyst?

Status quo bias

In the expert session video featuring Veena Ramaswamy, which method did her team use to for the new product launch?

Survey

An "XYZ" business is able to gain a competitive advantage in the market through advanced use of analytics and automation. According to the Gartner Analytics Maturity Model, at which level of analytics is this company?

Transformational

Emily is analyzing a dataset of mobile phone sales over the last 1 year. Her boss has asked her to find the most likely sales numbers for the next 3 months based on the sales numbers of the last 1 year. Which analysis technique should Emily use?

Trend analysis

Kathlynn wants to examine the sales of yoga mats over the last 2 years. Which data analysis technique would be appropriate for the analysis?

Trend analysis

What is the sequence of stages of the McKinsey Consumer Decision Journey?

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

A business' management model informs all steps of the decision-making framework (question, curate, analyze, and optimize).

True

A dashboard is generally updated on a continuous basis.

True

A data engineer supports data scientists by ensuring databases are properly structured and operating optimally.

True

A data scientist is responsible for data management, data connection, business analysis, and making data insights available to those in other data roles.

True

Adaptability is one of the key soft skills necessary for an analyst's success.

True

Analysts should eliminate different biases from their data analysis.

True

Dashboards can include metrics and dimensions from multiple data sources.

True

Data analytics provides an iterative approach to determine successes and failures, and take corrective steps accordingly.

True

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

True

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

True

Email communications are closely regulated under GDPR

True

Is the following statement true or false? ROAS is different from ROI because ad spend cost is used to calculate ROAS rather than marketing cost.

True

Is the following statement true or false? A competitive research scorecard ranks a business and their competitors on important metrics to uncover insights.

True

Is the following statement true or false? A simple linear regression indicates if two variables are positively or negatively correlated.

True

Is the following statement true or false? APIs are used to request data from web services and marketing technology tools.

True

Is the following statement true or false? Although various jargon is used across social media analytics, tools, the functions of social media metrics and dimensions are similar from tool to tool.

True

Is the following statement true or false? An analyst can and should use the decision-making framework to structure data investigation and analysis.

True

Is the following statement true or false? An analyst can only access Google Search Console for websites owned by their business.

True

Is the following statement true or false? 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

Is the following statement true or false? Data purchased from data brokers includes public data.

True

Is the following statement true or false? Dimensions categorize data, whereas metrics quantify or measure data.

True

Is the following statement true or false? Earned media analytics is more difficult to collect than paid and owned data because you do not own the media and you are not paying for the visibility.

True

Is the following statement true or false? Earned media analytics tools scrape content and use APIs to collect publicly available website, profile, and post mention data.

True

Is the following statement true or false? Facebook provides access to a Facebook Analytics demo account that contains demo data for both Instagram and Facebook.

True

Is the following statement true or false? Google provides access to a Google Analytics demo account that contains real website analytics for the Google Merchandise Store.

True

Is the following statement true or false? Independent variables are inputs to an analysis and dependent variables are outputs of an analysis.

True

Is the following statement true or false? Keyword listings count each unique keyword term that a website or URL has at least one listing for in the top 100 search positions.

True

Is the following statement true or false? Machine learning - a form of artificial intelligence is often used to automate the identification of patterns within data.

True

Is the following statement true or false? Organic search is an acquisition channel itself.

True

Is the following statement true or false? Paid media provides media real estate that a business can rent to achieve greater visibility.

True

Is the following statement true or false? SEMrush is a marketing technology tool providing both organic search and paid search analytics.

True

Is the following statement true or false? SEMrush provides competitive research data for both organic search and paid search.

True

Is the following statement true or false? Social Searcher provides free access to their website that provides social media mention data.

True

Is the following statement true or false? The mobile app analytics structure has become a best-in-class analytics structure preferred over website analytics platforms such as Google Analytics.

True

Is the following statement true or false? The subscriber status change dimension indicates if an email subscriber has recently subscribed or unsubscribed from an email list.

True

Is the following statement true or false? To access owned account social media analytics, an analyst needs admin access to the business's social media account.

True

Is the following statement true or false? Understanding the scope and performance of competitors' digital marketing campaigns can enhance a business' own digital marketing.

True

Is the following statement true or false? 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.

True

Marketing mix modeling tools evaluate budget allocation across both offline and online marketing channels.

True

Metrics count and quantify data.

True

Metrics that are higher in priority of importance are known as KPI's.

True

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

True

Random email addresses of people shopping at a grocery store is an example of unstructured data.

True

Some tags when published can break website functionality.

True

The creation of value through the marketing mix has evolved from the analog age to the digital age.

True

Under California Consumer Privacy Act (CCPA) consumers can opt-out of the sale of their data as well as access personal data stored by businesses

True

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

True

Which list of marketing technology tools are ALL mobile app analytics tools?

Tune, Google Analytics4, and Kochava

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

WHERE

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

Website

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

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

What is the difference between a consumer and a customer?

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

Jessica mentions to her manager an opportunity to significantly improve profits. The manager agrees and would like Jessica to create an interactive report that the executive team can review and edit the data time frame. What would be the most effective medium to communicate the opportunity to the executive team in-person?

a dashboard

How do databases relate to data tables?

a database is made up of multiple data tables

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 emotion

What technology is used to track an email open?

a tracking pixel

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

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

audience dimensions

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

business objective

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

According to this chapter, the core objective of marketing is

creating value to meet consumers' needs

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

data key

Classification and cluster analysis answer

descriptive and diagnostic questions

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

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

engagement names

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

exit page

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

goals

Classification and cluster analysis involve

grouping data based on common features

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

hit-level

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

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 feature of data should he explore?

metadata

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

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

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

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

relativity

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

sentiment

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

session-level

There are no technology dimensions for social media because:

social media platforms do not share proprietary data on platform performance

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

specific, measurable, achievable, relevant, time-bound

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

When a website provides "free" access to its contents and use, it is likely that it requires users to agree to terms of use

that give the website permission to sell targeted advertising based on the website's users' data

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

the keyword listing is the second organic search result

It is important to understand and interpret consumer data because:

the more a business knows its consumers' (or potential consumers') needs, the more clearly it knows how to market and deliver products that customers value

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

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

topic

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

users

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

utm_content