Quiz: How Much Do You Actually Know About Digital Marketing Analytics?

Students, test your knowledge about the following digital marketing analytics topics:

Digital Marketing Analytics
Digital Consumers
Digital Companies
Measurement Model
Data-driven Decisions
Analyze
Optimize
Websites
Organic Search
Social Media
Mobile Apps
Email
Paid Media
Earned Media
Competitive Research

- 1. What marketing technology tool provides a robust database with potential and existing customer information?*
  - CRM
  - CMS
  - Tag manager
  - Data lake
- 2. What are the stages of the McKinsey Consumer Decision Journey model?*
  - Stimulus, initial consideration set, active evaluation, moment of purchase, consumption, loyalty loop
  - Trigger, initial consideration set, assessment, purchase, post-purchase experience, loyalty loop
  - Trigger, initial consideration set, active evaluation, moment of purchase, post-purchase experience, loyalty loop
  - Trigger, initial consideration set, assessment, purchase, consumption, loyalty loop
- 3. 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 trigger
  - A link tracker
  - A condition
  - A variable
- 4. What are the three levels of a measurement model?*
  - Business objectives, goals, KPIs
  - Leadership, Management, employees
  - Dimensions, metrics, KPIs
  - Vision, mission, values
- 5. Adam is collecting relevant digital marketing data and combining it with business results data. What step of the decision-making framework is he in?*
  - Process
  - Optimize
  - Curate
  - Plan
- 6. Janice wants to forecast website sessions for each month of the next year. Which approach to data analysis should she use?*
  - Trend
  - Summary
  - Relativity
  - Clustering
- 7. What spreadsheet functionality within Excel is leveraged to calculate the ideal budget allocation for a collection of campaigns?*
  - Solver
  - Data analysis
  - Pivot tables
  - ROI
- 8. 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 not be recorded in website analytics
  - The session will be recorded as coming from the organic search channel
  - The session will be recorded as coming from the email channel
  - The session will be recorded as coming from the direct channel
- 9. Kim would like to segment keyword listings by traditional, video, image, news, shopping, location, and quick answers listings. What dimension should she use?*
  - Keyword term
  - Listing position
  - Listing type
  - Listing URL
- 10. Kiara is exploring analytics about her Facebook page. What type of social media analytics is she investigating?*
  - owned account analytics
  - competitive social media analytics
  - TikTok analytics
  - social listening analytics
- 11. What category of dimensions would be most useful for an analyst trying to uncover how individuals discovered a mobile app?*
  - acquisition dimensions
  - audience dimensions
  - technology dimensions
  - behavior dimensions
- 12. 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?*
  - engagements
  - conversions
  - highlights
  - usage
- 13. What is the most common cost structure for paid media campaigns?*
  - CPM
  - flat fee
  - CPC
  - CPA
- 14. 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
  - mentions
  - impressions
  - individuals
- 15. Which list of marketing technology tools are ALL earned media competitive research analytics tools?*
  - Google Trends, Apple Analytics, and Mention
  - BuzzSumo, Prowly, and Social Searcher
  - Klout, Google Analytics for Firebase, and Kochava
  - Bing Ads, Apple Analytics, and Facebook Analytics

Instructors, access the answers here

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