Digital Marketing Final
Its the Era of
Collaboration
Marketing
Creative + Analytical =
A collection of 1,000 images is considered structured data. T/F
Flase
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
An analyst's manager says she thinks that the business' social media share of voice is 50 percent. While analyzing social listening data, the analyst changed the number of competitors include in the analysis until the business' social media share of voice was around 50 percent. What bias has the analyst fallen victim to?
anchoring bias
"Enhance loyalty" is an example of what component of the measurement model?
business objective
What are the three levels of a measurement model?
business objectives, goals, KPIs
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
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
A marketer wanting to launch a marketing initiative that can be precisely measured should pursue analog promotions rather than digital promotions. T/F
False
A/B tests are statistically significant as long as the test includes over 10 observations. T/F
False
Programming skills are required to conduct data analysis. T/F
False
The most comprehensive analytics for Facebook are offered by third-party tools rather than by Facebook itself. T/F
False
True or False: KPIs are a subset of vanity metrics.
False
When data is cleaning is completed, data analysis is completed.
False
When using a tag template, an analyst still must complete fields within a tag manager tool. T/F
True
According to the Gartner Analytic Ascendancy Model, what category of questions does the following social media analytics question belong to? "How can we achieve 150% more conversions from social media?"
Prescriptive
According to the Gartner Analytic Ascendancy Model, what category of questions does the following social media analytics question belong to? "How many new followers will we earn next month?"
Prescriptive
Google provides access to a Google Analytics demo account that contains real website analytics for the Google Merchandise Store. T/F
True
True or False: Metrics count and quantify data.
True
Understanding the scope and performance of competitors' digital marketing campaigns can enhance a business' own digital marketing. T/F
True
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. T/F
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
W.I.N
What's Important Now
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
What attribution model assumes a conversion fully correlates to the final marketing channel a user interacts with prior to conversion?
last click
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 features of data should he explore?
medadata
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
According to Erica's analysis, a competitor's posts on trending topics are consistently posted earlier and receive more engagement than her business' posts on the same trending topics. Erica recommends an expedited method for legal approval of social posts. What type of optimization is this an example of?
process
Pie charts and tree maps are data visualizations that support which analysis approach?
relativity
Line, column, and histogram charts are data visualizations that support which analysis approach?
trend
A data engineer obtains business buy-in for digital marketing analytics budgets and resources. T/F
False
A data warehouse stores unstructured data. T/F
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. T/F
False
ROI can easily be calculated for social media analytics. T/F
False
ROI is a common KPI for earned media. T/F
False
LTV
Life time value
Monica would like to segment email clicks by clicks that take individuals to her website homepage. What dimension should she use?
Links clicked
According to 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?"
Predictive
Tommy would like to count the total number of emails his team has sent. What metric should he use?
Sends
True or False: Cost per conversion is an example of a calculated metric.
True
According to the Gartner Analytic Ascendancy Model, what category of questions does the following organic search analytics questions belong to? "How many keyword listings did we have last week?"
descriptive
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
A facebook page is an example of what type of media?
owned media
What are the four steps of the decision-making framework?
question, curate, analyze, optimize
Emir would like to quantify how frequently a specific keyword is searched by users each month. What metric should he use?
search volume
Decisions are
Data-Driven
What is the most common cost structure for paid media campaigns?
CPC
The creative is the
Variable
What chart most effectively supports classification and cluster analysis?
bubble chart
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
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
A marketing initiative has a cost of $50 and drives $175 in profits. What is the marketing initiative's ROI?
250 percent
Ideal LTV:CAC ratio
3:1
According to the Statcounter, what percentage of global searches are conducted on Google?
90 percent
When using the IF function in a spreadsheet, what characters stand for the logic test "does not equal"?
<>
Which list of marketing technology tools are ALL paid media analytics tools?
Bing Ads, Facebook Ads Manager, and Amazon Advertising
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)
Ruth would like to evaluate the performance of each campaign to determine the ideal budget allocations. What dimension should she use?
Campaign
Which list of marketing technology tools are ALL email analytics tools?
Campaign monitor, Mailchimp, and Constant Contact
According to the Gartner Analytic Ascendancy Model, what category of questions does the following email analytics question belong to? "What was the unsubscribe rate for our last email?"
Descriptive
According to the Gartner Analytic Ascendancy Model, what category of questions does the following paid media analytics question belong to? "What is the ROAS for our search ads campaign?"
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
According to the Gartner Analytic Ascendancy Model, what category of questions does the following earned media analytics question belong to? "Why did mentions of our business spike yesterday?"
Diagnostic
A business can pay to obtain more earned media. T/F
False
A business pays a fixed price for clicks on paid media ads. T/F
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
Which of the following is an example of an email client?
Gmail
In the context of a measurement model, what is the answer to the question, "How will the business objectives be accomplished?"
Goals
Which list of marketing technology tools are ALL website analytics tools?
Google Analytics, Adobe Analytics, and Matomo
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 is the ID called that uniquely identifies a device used to connect to the internet?
IP address
Which list of marketing technology tools are ALL social media analytics tools?
LinkedIn Page Analytics, Twitter Analytics, and Facebook Analytics
Charlie Coyote would like to segment email clicks by clicks that take individuals to her website homepage. What dimension should she use?
Links Clicked
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
Jenny would like to segment mentions by those that include references to her business' name. What dimension should she use?
Topic
What SQL programming command is used to filter records by specific conditions?
WHERE
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 report is designed for reporting to executive leadership?
Dashboard
Ad-hoc reporting capabilities are indicative of highly mature analytics at a business. T/F
False
Data privacy and protections are the responsibility of the government, not a business. T/F
False
Janice wants to forecast website sessions for each month of the next year. Which approach to data analysis should she use?
Trend
A benchmark is a standard reference point such as an industry benchmark from which an analyst can compare performance. T/F
True
Jessica mentions to her manager an opportunity to significantly improve profits. The manager agrees and would like Jessica to present the recommendation to the executive team. What would be the most effective medium to communicate the opportunity to the executive team in-person?
a slide presentation
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
Evan recommends that the wording on a webpage will be modified based on his analysis. What type of optimization is this an example of?
content
Tools that provide analytics for websites, mobile apps, email, and video belong in what section of the marketing technology stack?
owned media tools
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
What are the characteristics of a goal created using the SMART goal framework?
specific, measurable, achievable, relevant, time-bound
Which list of marketing technology tools are ALL owned media competitive research analytics tools?
Compete, SEMrush, and Owletter
Charlie Coyote would like to highlight a specific action a user takes on his website after clicking on an email as highly desirable. What dimension should he use?
Conversions
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
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
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
Tools that provide analytics for social listening, PR, external links, and reviews belong in what section of the marketing technology stack?
earned media tools
Charlie Coyote would like to segment user activity by likes, reactions, comments, clicks, shares, and replies. What dimension should he use?
Engagement
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. T/F
False
Businesses can pay search engines to increase their visibility in organic search. T/F
False
By default, website conversion and revenue performance flows to paid media analytics tools. T/F
False
By default, website conversion and revenue tracking is connected to email analytics tools. T/F
False
Competitive research for owned, paid, and earned media uses different metrics and dimensions than non-competitive owned, paid, and earned media analytics. T/F
False
Competitive research tools have access to the actual profits of competitors. T/F
False
Conversions and revenue are recorded by default when setting up website analytics tools. T/F
False
Dashboards can include metrics and dimensions from multiple data sources. T?F
False
Email is a component of Earned Media and, therefore, a business has limited control over messaging and reach. T/F
False
Charlie Coyote is exploring analytics about his Facebook page. What type of social media analytics is he investigating?
Owned Account Analytics
What type of media is characterized by the release and spread of news about a business?
PR
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 competitive research analytics question belong to? "How many mentions will our competitor receive next month?"
Predictive
According to the Gartner Analytic Ascendancy Model, what category of questions does the following earned media analytics question belong to? "How many mentions will we receive next month?"
Predictive
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
A Mailchimp account is free to create. T/F
True
A competitive research scorecard ranks a business and their competitors on important metrics to uncover insights. T/F
True
True or False: KPIs are metrics important to a business
True
The metric pageviews belongs to what scope level within website analytics?
hit-level
If a keyword listing has a listening position of 2, what does that mean?
the keyword listing is the second organic search result
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
Which UTM tracking parameter records the ad a user clicked on to begin a website session?
utm_content
Total pageviews is a common KPI for website analytics. T/F
False
Earned media competitive research marketing technology tools are the same as non-competitive earned media analytics tools. T/F
True
Facebook provides access to a Facebook Analytics demo account that contains demo data for both Instagram and Facebook. T/F
True
Open rate, click rate, and unsubscribe rate are common KPIs for email marketing. T/F
True
Paid media provides media real estate that a business can rent to achieve greater visibility. T/F
True
SEMrush is a marketing technology tool providing both organic search and paid search analytics. T/F
True
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
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
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
What type of report is automated and highlights data abnormalities?
Alert
Which list of marketing technology tools are ALL earned media analytics tools?
BuzzSumo, Prowly, and Social Searcher
Which list of marketing technology tools are ALL earned media competitive research analytics tools?
BuzzSumo, Prowly, and Social Searcher
What is the ideal governance process for the publishing of tag manager tags?
only one employee has access to publish tags
Data links are elements of a data visualization that are noticed without needing to use conscious effort. T/F
False
If an analyst has the authority to implement an optimization, they should first create a recommendation for approval. T/F
False
Since earned media is controlled by a business, measurement of earned media performance is straightforward. T/F
False
Since email is not part of paid media, email ROI cannot be measured. T/F
False
T or F: Social Media analytics for TikTok, Facebook, Twitter, and Instagram are accessed through a unified social media analytics tool.
False
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 paid media competitive research analytics tools?
SEMrush, Adbeat, and SellerApp
Although various jargon is used across social media analytics tools, the functions of social media metrics and dimensions are similar from tool to tool. T/F
True
An analyst can only access Google Search Console for websites owned by their business. T/F
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. T/F
True
Competitive performance data is available for owned, paid, and earned media. T/F
True
Earned media analytics tools scrape content and use APIs to collect publicly available website, profile, and post mention data. T/F
True
Kevin recommended that his business spend $50 per day on paid social ads. After continued poor performance, he then recommended that his business spend $150 per day on paid social ads. Kevin does further analysis and determines that paid social ads are not driving any revenue. Kevin doesn't want to backtrack on his recommendations, so he continues to recommend a $150 per day spend on paid social ads. What bias has Kevin fallen victim to?
escalation of commitment bias
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 dimensions should he use?
exit page
The dimension channel group belongs to what scope level within website analytics?
session-level
ROAS
Return on ad spend
Customer Lifetime Value (CLV)
The calculation of the average profits per customer over the entire span of the relationship between business and customer
APIs are used to request data from web services and marketing technology tools. T/F
True
Data purchased from data brokers includes public data. T/F
True
What provides insight into how a consumer initially discovered a website or mobile app?
acquisition dimensions
Using the SUM function within a spreadsheet is an example of which approach to data analysis?
summary
According to the Gartner Analytic Ascendancy Model, what category of questions does the following social media analytics question belong to? "Why did active users increase last month?"
Diagnostic
Charlie Coyote would like to count the number of times a specific post was seen on social media. What metric should he use?
Impressions
According to the Gartner Analytic Ascendancy Model, what category of questions does the following email analytics question belong to? "How will the unsubscribe rate change if three emails are sent per week rather than just one?"
Predictive
According to the Gartner Analytic Ascendancy Model, what category of questions does the following paid media analytics question belong to? "How will the cost per conversion change next month?"
Predictive
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
Charlie Coyote 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
What spreadsheet functionality within Excel is leveraged to calculate the ideal budget allocation for a collection of campaigns?
Solver
According to this chapter, what is the core objective of marketing?
creating value to meet consumers' needs
What feature of data is used to connect data in multiple data tables?
data key
According to the Gartner Analytic Ascendancy Model, what category of questions does the following organic search analytics question belong to? "Why did keyword listings decrease last month?"
diagnostic
What is the language used to connect performance across all digital marketing initiatives?
digital marketing analytics
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 role specializes in digital marketing analytics?
digital marketing analyst
Correlation confirms causation. T/F
False
ROI
Return on investments
A persona builds on a target market segment to humanize the segment for more effective marketing. T/F
True
APIs are used to request data from web services and marketing technology tools.
True
The creation of value through the marketing mix (product, place, price, and promotion) has evolved from the analog age to the digital age. T/F
True
True or False: A business' measurement model informs all steps of the decision-making framework (question, curate, analyze, and optimize).
True
How do databases relate to data tables?
a database is made up of multiple data tables
Amira is trying to wrap her head around an extremely large data source. Which approach to data analysis should she use first?
summary
According to the Gartner Analytics Maturity Model, what is the highest level of analytics maturity for a business?
transformational
Which is foundational to all other essential data analyst technical skills?
Data literacy
There are few marketing technology tools available to support analysts. T/F
False
Email is an example of what type of media?
owned media
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
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
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
If the "Optimize" step of the decision-making framework is skipped, the analysis will still impact business results. T/F
False
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 mention
What technology is used to track an email open?
A tracking pixel
According to the Gartner Analytic Ascendancy Model, what category of questions does the following competitive research analytics question belong to? "How many emails did our competitor send last month?"
Descriptive
Which list of marketing technology tools are ALL organic search analytics tools?
BrightEdge, Google Search Console, and SEMrush
Email is a component of earned media and, therefore, a business has a limited control over messaging and reach. T/F
False
There is a widely accepted definition of what levels of data velocity, volume, variability, and veracity constitute big data. T/F
False
True or False: Impressions are a valuable KPI.
False
Customer Acquisition Cost (CAC)
The cost of winning a customer to purchase a product/service
An analyst can and should use the decision-making framework to structure data investigation and analysis.
True
Consumer segmentation can include one consumer per segment when using digital technologies. T/F
True
Data amassed in targeting profiles on each consumer enables Google to connect an individual consumer with highly targeted ads. T/F
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. T/F
True
Data stories should be structured with an impactful beginning, middle, and end, as are traditional stories. T/F
True
Digital giants make data-driven and consumer centric decisions. T/F
True
Digital media provides marketers with more data than does analog media. T/F
True
Keyword listings count each unique keyword term that a website or URL has at least one listing for in the top 100 search positions. T/F
True
Marketing mix modeling tools evaluate budget allocation across both offline and online marking channels. T/F
True
Organic search is frequently the channel that drives the most website sessions. T/F
True
Social Searcher provides free access to their website that provides social media mention data. T/F
True
Some tags when published can break website functionality. T/F
True
The most comprehensive analytics data on Bing search ads is available through Bing Ads. T/F
True
To access owned account social media analytics, an analyst needs admin access to the business' social media account. T/F
True
What category of dimensions would be most helpful to an analyst creating a target marketing segment and persona?
audience dimensions
Why is "top 3 keyword listings" a frequently used KPI?
over 50 percent of organic search clicks are on the top three keyword listings
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