USD digital marketing final

What are the three levels of a measurement model leadership, management, employees dimensions, metrics, KPIs business objectives, goals, KPIs Vision, mission, values

Business objectives, goals, KPIs

What marketing technology tool rovides a robust database with potential and existing customer information? CMS data lake tag manager CRM

CRM

What data privacy policy in the United States had a similar scope of regulations as GDPR in Europe? Children's Online Privacy Protection Act (COPPA) California Consumers Privacy Act (CCPA) CAN-SPAM Act Health Insurance Portability and Accountability Act (HIPPA)

California Consumers Privacy Act (CCPA)

what is the ID called that uniquely identifies a device used to connect to the internet log file IP address cookie tag

IP address

A developer implements mobile app analytics within a mobile app using what technology SDK API CRM SQL

SDK

Which list of marketing technology tools are all paid media competitive research analytics tools bing ads, apple analytics, and facebook analytics SEMrush, adbeat, and sellerApp google trends, apple analytics, and mention prowly, google ads, and social searcher

SEMrush, adbeat, SellerApp

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. True False

True

Digital media provides marketers with more data than does analog media True False

True

KPIs are metrics important to a business true false

True

what technology is used to track an email open an open listener a tracking pixel SMTP UTM tracking

a tracking pixel

Which list of marketing technology tools are ALL paid media analytics tools? bing ads, facebook ads manager, and amazon advertising bing ads, apple analytics, and facebook analytics google ads, google analytics for firebase, and Kochava campaign monitor, twitter analytics, and facebook analytics

bing ads, facebook ads manager, and amazon advertising

Which list of marketing technology tools are all earned media competitive research analytics tools bing ads, apple analytics, and facebook analytics klout, google analtyics for firebase, and Kochava google trends, apple analytics, and mention buzzsumo, prowly, and social searcher

buzzsumo, prowly, and social searcher

which list of marketing technology tools are all owned media competitive research analytics tools SEMrush, bing ads, and facebook analytics google ads, google analytics for firebase, and Kochava compete, SEMrush, and Owletter buzzsumo, google ads, and social searcher

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 process budget allocation setting content

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 highlights usage conversions engagements

conversions

Lara would like to better understand how many times her mobile app stopped working while being used. What dimension should she use usage crashes push notifications event names

crashes

According to this chapter, what is the core objective of marketing? Forming detailed customer segments understanding how to influence consumers creating value to meet consumers' needs selling products and services

creating value to meet consumers' needs

What type of report is designed for reporting to executive leadership? dashboard scheduled report in-tool report alert

dashboard

According to the Gartner Analytic Ascendancy Model, what category of questions does the following competitive research analytics questions belong to? how many emails did our competitor send last month predictive prescriptive descriptive diagnostic

descriptive

According to the Gartner Analytic Ascendancy Model, what category of questions does the following competitive research analytics questions belong to? why did paid meida clicks increase for our competitor last month descriptive predictive prescriptive diagnostic

diagnostic

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 predictive prescriptive descriptive diagnostic

diagnostic

tools that provide analytics for social listening, PR, external links, and reviews belong in what section of the marketing technology stack? paid media tools data storage tools earned media tools owned media tools

earned media tools

Amira would like to count the number of times individuals scroll to the bottom of her mobile app. what metric should she use installs touches users events

events

Paul would like to segment website sessions by the URL that individuals left the site from. what dimension should he use exit page page bounce event name

exit page

A business can pay to obtain more earned media true false

false

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

false

Correlation confirms causation true false

false

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

false

ROI is a common KPI for earned media true false

false

Social media analytics for Tik Tok, Facebook, Twitter, and Instagram are accessed through a unified social media analytics tool. true false

false

The most comprehensive analytics for Facebook are offered by third-party tools rather than by facebook itself true false

false

competitive research for owned, paid, and earned media uses different metrics and dimensions than non-competitive owned, paid, and earned media analytics true false

false

competitive research tools have access to the actual profits of competitors true false

false

Becky recently purchased a non-slip mat for her bathroom. What is a possible trigger for her purchase? her researching non-slip mat options her son slipped and fell in the shower her purchasing a non-slip mat at Home Depot her son installed the non-slip mat

her son slipped and fell in the shower

Nathan would like to count the total number of times his ads have been seen. what metrics should he use ads clicks impressions conversions

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 listing type listing URL search engine

keyword term

Monica would like to segment email clicks by clicks that take individuals to her website homepage. what dimension should she use URL email list links clicked subscriber status

links clicked

Kiara is exploring analytics about her facebook page. what type of social media analytics is she investigating social listening analytics TikTok analytics owned account analytics competitive social media analytics

owned account analytics

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 earned media rented media paid media

owned media

Tools that provide analytics for websites, mobile apps, email, and video belong in what section of the marketing technology stack? owned media tools paid media tools data storage tools earned media tools

owned media tools

tools that provide analytics for search ads, display ads, paid social ads, and affiliate marketing belong in what section of the marketing technology stack? data storage tools owned media tools earned media tools paid media tools

paid media tools

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 prescriptive predictive descriptive diagnostic

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?" descriptive prescriptive predictive diagnostic

predictive

what are the four steps of the decision-making framework discover, curate, process, optimize question, curate, analyze, optimize plan curate, process, optimize question, curate, analyze, execute

question, curate, analyze, optimize

Annie would like to calculate the ratio of positive to negative mentions. what dimension should she use website sentiment pro vs con emotion

sentiment

What are the characteristics of a goal created using the SMART goal framework special, minimal, achievable, relevant, time-bound specific, minimal, achievable, relevant, time-bound specific, measurable, achievable, relevant, time-bound special, measurable, achievable, relevant, time-bound

specific, measurable, achievable, relevant, time-bound

Janice wants to forecast website sessions for each month of the next year. which approach to data analysis should she use summary clustering relativity trend

trend

A persona builds on a target market segment to humanize the segment for more effective marketing true false

true

Dashboards can include metrics and dimensions from multiple data sources true false

true

Data amassed in targeting profiles on each consumer enables google to connect an individual consumer with highly targeted ads true false

true

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

true

Paid media provides media real estate that a business can rent to achieve greater visibility true false

true

Understanding the scope and performance of competitors' digital marketing campaigns can enhance a business' own digital marketing true false

true

Website analytics provide 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 false

true

a benchmark is a standard reference point such as an industry benchmark from which an analyst can compare performance true false

true

a competitive research scorecard ranks a business and their competitors on important metrics to uncover insights true false

true

competitive performance data is available for owned, paid, and earned media. true false

true

digital giants make data-driven and consumer centric decisions True False

true

earned media competitive research marketing technology tools are the same as non-competitive earned media anlaytics tools true false

true