Digital Marketing Analytics

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

Topic

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

True

T/F ROAs is different from ROI because ad spend cost is used to calculate ROAs rather than marketing cost

True

T/F Semrush provides competitive research data for both paid and organic search

True

T/F Social Searcher provides free access to their website

True

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

True

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

True

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

utm_content

"How many new followers will we gain next month?"

Predictive

"How many website sessions will we have in January of next year?"

Predictive

"How will the cost per conversion change next month?"

Predictive

Tommy 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

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

hit-level

"How can we achieve 150% more conversions from social media?"

Prescriptive

"What optimizations should be implemented to increase conversions by 50%?"

Prescriptive

"How many mentions will our competitor receive next month?"

Predictive

"How will the unsubscribe rate change if we send three emails a week instead of just one?"

Predictive

"What is the projected ROI for our next email?"

Predictive

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

Ad

What technology is used to track an open email?

A tracking pixel

What category of paid media is characterized by a business not having control over an ad placement by the business paying the referring website a 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

List of paid media analytics tools

Bing ads, Facebook ads manager, and Amazon advertising

Earned media competitive research analytics tools

Buzzsomo, Prowly, Social Searcher

List of earned media analytics tools

Buzzsomo, Prowly, Social Searcher

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

CPC

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

Campaign

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

Owned media competitive research analytics tools

Compete, SEMrush, Owletter

Which tools are all email analytics tools

Constant Contact, Campaign Monitor, Mailchimp

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

"How many emails did our competitor send last month?"

Descriptive

"What is the ROAs for our search ads campaign?"

Descriptive

"What was the unsubscribe rate for our last email?"

Descriptive

"What was website revenue for last month?"

Descriptive

"Why did active users increase last month?"

Diagnostic

"Why did paid media clicks increase for our competitor last month?"

Diagnostic

What role specializes in digital marketing analytics?

Digital Marketing Analyst

The language used to connect performance across all digital marketing initiatives

Digital Marketing Analytics

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

Engagement names

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 dimension should he use?

Exit page

T/F A business can pay to obtain more earn media

False

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

False

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

False

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

False

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

False

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

False

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

False

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

False

T/F Impressions is a KPI for paid media that aligns with business profits

False

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

False

T/F ROI is a common KPI for earned media

False

T/F Since earned media is controlled by a business, measurement of earned media performance is straight forward

False

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

False

T/F Social media analytics for tik tok, facebook, twitter, and instagram are accessed through a unified social media analytics tool.

False

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

False

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

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 list of marketing tools are ALL website analytics tools?

Google Analytics, Adobe Analytics, 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 list of marketing technology tools are ALL website analytics tools?

LinkedIn page analytics, twitter analytics, and facebook analytics.

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

Links clicked

Kiara is exploring analytics about her facebook page. What type of social media analytics is she investigating?

Owned account analytics

Paid media competitive research analytics tools

SEMrush, Adbeat, SellerApp

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

Technology dimensions

When a user clicks on an email 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

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

True

T/F A mailchimp account is free to create.

True

T/F 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

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

True

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

True

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

True

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

True

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

True

T/F Website analytics provides insight into a websites performance as well as the performance of other media such as social media, email, organic search, and paid ads.

True

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

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

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

session-level