Chapter 9, 10, 11, 12, 13, 14, 15
T/F Organic search is frequently the channel that drives the most website sessions.
True
Which of the following are examples of social listening marketing technology tools?
Social searcher, Hootsuite, BuzzSumo, and Sprout Social
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
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
Maria would like to segment user activity by likes, reactions, comments, clicks, shares, and replies. What dimension should she use?
engagement names
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? 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? Total installs should be used as a KPI for mobile apps.
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
If a keyword listing has a listing position of 2, what does that mean?
the keyword listing is the second organic search result
Jenny would like to segment mentions by those that include references to her business' name. What dimension should she use?
topic
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? 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? 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? 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? 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? 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
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
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
Match the dimensions with the metrics.
Acquisition: users, new users, session Behavior: Bounce rate, pages/session, average session duration Conversions: transaction, revenue
A _______ is a collection of advertising real estate from numerous websites.
Ad network
Which of the following are examples of social media analytics?
All the mentioned options Facebook insights Youtube analytics Twitter Analytics
A marketing manager wants to measure events associated with an email campaign. Which of the following is an example of an event?
All the mentioned options!! Clicks Form submissions Purchases
Which list of marketing technology tools are ALL owned media competitive research analytics tools?
Compete, SEMrush, and Owletter
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: Daily active users Monthly active users
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
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 Unsubscribe Open rate All the mentioned options!!
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
______________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
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
A business pays a fixed price for clicks on paid media ads.
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? There are broadly six acquisition dimensions for social media analytics.
False
T/F Businesses can pay search engines to increase their visibility in organic search.
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
Which of the following is an example of an email client?
Gmail
Alejandro would like to count the number of times a specific post was seen on social media. What metric should he use?
Impressions
Which list of marketing technology tools are ALL social media analytics tools?
Linkedin Page Analytics, Twitter Analytics, and Facebook
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
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 type of earned media is characterized by the release and spread of news about a business?
PR
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 organic search analytics question belong to? How can we increase our top 3 keyword listings by 50 percent?
Prescriptive
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
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
Emily would like to quantify how frequently a specific keyword is searched by users each month. What metric should she use?
Search Volume
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
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? 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? 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? The subscriber status change dimension indicates if an email subscriber has recently subscribed or unsubscribed from an email list.
True
Which list of marketing technology tools are ALL mobile app analytics tools?
Tune, Google Analytics4, and Kochava
Kimberly would like to view reviews and ratings from a specific website. What dimension should she use?
Website
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 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 competitive research analytics question belong to? "Why did paid media clicks increase for our competitor last month?"
diagnostic
What is the language used to connect performance across all digital marketing initiatives?
digital marketing analytics
Nathan would like to count the total number of times his ads have been seen. What metric should he use?
impressions
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
Why is "top 3 keyword listings" a frequently used KPI?
over 50 percent of organic search clicks on the top three keyword listings
Which of the following provide an understanding of which aspects do consumers like and which aspects they don't?
reviews
____________involves coding a web application to automate the process of copying web content into a database.
scraping
Annie would like to calculate the ratio of positive to negative mentions. What dimension should she use?
sentiment
____________provides a ration that indicates for every one negative mention how many positive mentions are there.
sentiment ratio
There are no technology dimensions for social media because:
social media platforms do not share proprietary data on platform performance
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
