Question 1

Which of the following is NOT true about calculating ROI?

Accepted Answer

A)  you need cost data 
B)  you should consider ad spending if part of the strategy 
C)  it is expressed as a percentage 
D)  it uses financial and non-financial metrics 
E)  it includes a measure of profit from the strategy 
A)  you need cost data 
B)  you should consider ad spending if part of the strategy 
C)  it is expressed as a percentage 
D)  it uses financial and non-financial metrics 
E)  it includes a measure of profit from the strategy D

Question 2

Which of the following is NOT a type of traffic source tracked by Google Analytics?

Accepted Answer

A)  referral 
B)  direct 
C)  organic 
D)  local 
E)  social 
A)  referral 
B)  direct 
C)  organic 
D)  local 
E)  social D

Question 3

Which of the following is a business oriented metric?

Accepted Answer

A)  likes 
B)  followers 
C)  conversions 
D)  video views 
E)  shares 
A)  likes 
B)  followers 
C)  conversions 
D)  video views 
E)  shares C

Question 4

Intermediary metrics are also called:

Accepted Answer

A)  financial 
B)  navigational 
C)  investment 
D)  impossible 
E)  treasury 
A)  financial 
B)  navigational 
C)  investment 
D)  impossible 
E)  treasury

Question 5

Carl created descriptions of various advertising executions in 10 types of media for his retail store "Home." He then selected a sample of people in the area located around his store and asked each person the degree to which he or she felt influenced by each ad execution on a scale from 1-10. Which type of analysis was Carl doing?

Accepted Answer

A)  experimentation 
B)  observation 
C)  media equivalency 
D)  media timing 
E)  response modeling 
A)  experimentation 
B)  observation 
C)  media equivalency 
D)  media timing 
E)  response modeling

Question 6

Which of the following is part of "big data"?

Accepted Answer

A)  data storage 
B)  data analysis 
C)  goal setting 
D)  both a and b 
E)  all of the above 
A)  data storage 
B)  data analysis 
C)  goal setting 
D)  both a and b 
E)  all of the above

Question 7

In which type of attribution are the clicks weighted equally?

Accepted Answer

A)  last click 
B)  first click 
C)  time decay 
D)  linear 
E)  positioned 
A)  last click 
B)  first click 
C)  time decay 
D)  linear 
E)  positioned

Question 8

The net promoter score measures:

Accepted Answer

A)  level of ad spending 
B)  media as share of promotional budget 
C)  likelihood of recommendations on the part of customers 
D)  outcomes for social media 
E)  net budget amount for ad spending 
A)  level of ad spending 
B)  media as share of promotional budget 
C)  likelihood of recommendations on the part of customers 
D)  outcomes for social media 
E)  net budget amount for ad spending

Question 9

When marketers conduct A/B testing they are doing which of the following type of research?

Accepted Answer

A)  experimentation 
B)  observation 
C)  media equivalency 
D)  media timing 
E)  click stream 
A)  experimentation 
B)  observation 
C)  media equivalency 
D)  media timing 
E)  click stream

Question 10

Using patterns within available data to make decisions is known as:

Accepted Answer

A)  analytics 
B)  metrics 
C)  measures 
D)  KPI's 
E)  outcomes 
A)  analytics 
B)  metrics 
C)  measures 
D)  KPI's 
E)  outcomes

Question 11

Provide the details of a mobile application development strategy with numbers reflecting the costs associated with the strategy and the monthly revenues. Now calculate ROI for your fictitious app over a one-year period.

Accepted Answer

To develop a mobile application, we will

Question 12

What is one bias associated with Last Click attribution?

Accepted Answer

A)  tends to favor social media 
B)  considers the entire click stream prior to conversion 
C)  only considers the consumer action immediately prior to a website visit 
D)  evaluates in-site behavior 
E)  none of the above 
A)  tends to favor social media 
B)  considers the entire click stream prior to conversion 
C)  only considers the consumer action immediately prior to a website visit 
D)  evaluates in-site behavior 
E)  none of the above

Question 13

Which of the following is not an aspect of Consumer Based Brand Equity?

Accepted Answer

A)  perceived quality 
B)  brand associations 
C)  brand awareness 
D)  loyalty 
E)  purchase 
A)  perceived quality 
B)  brand associations 
C)  brand awareness 
D)  loyalty 
E)  purchase

Question 14

Which of the following refers to a set of measures to evaluate marketing strategy?

Accepted Answer

A)  metrics 
B)  KPI's 
C)  outcomes 
D)  measures 
E)  all of the above 
A)  metrics 
B)  KPI's 
C)  outcomes 
D)  measures 
E)  all of the above

Question 15

The Consumer Based Brand Equity Scale measures:

Accepted Answer

A)  how people use household products 
B)  people's purchases of products 
C)  people's perceptions of a brand's value 
D)  competitive advantages and strategies among brands 
E)  none of the above 
A)  how people use household products 
B)  people's purchases of products 
C)  people's perceptions of a brand's value 
D)  competitive advantages and strategies among brands 
E)  none of the above

Question 16

Marrissa would like to evaluate the success of her new search engine optimization strategy to determine what factors led to her customers interacting with a registration page on her website. What should she do?

Accepted Answer

To evaluate the success of her new searc

Question 17

Which of the following is the reason marketers need metrics?

Accepted Answer

A)  to help defend marketing budgets 
B)  to determine appropriate strategies 
C)  to make ongoing changes to strategies 
D)  set goals 
E)  all of the above 
A)  to help defend marketing budgets 
B)  to determine appropriate strategies 
C)  to make ongoing changes to strategies 
D)  set goals 
E)  all of the above

Question 18

Which of the following types of data does Google Analytics NOT provide?

Accepted Answer

A)  the site bounce rate 
B)  conversions 
C)  visits from mobile devices 
D)  path to purchase 
E)  competitive visits 
A)  the site bounce rate 
B)  conversions 
C)  visits from mobile devices 
D)  path to purchase 
E)  competitive visits

Question 19

The amount of revenue from a strategy minus expenses is:

Accepted Answer

A)  budgeting 
B)  outcomes 
C)  revenue 
D)  sales 
E)  return on investment 
A)  budgeting 
B)  outcomes 
C)  revenue 
D)  sales 
E)  return on investment

Question 20

In which of the following analyses does the marketer determine the medium that most likely delivered a particular sales level?

Accepted Answer

A)  percentage of sales method 
B)  media equivalents 
C)  media timing analysis 
D)  content analysis 
E)  logistic regression 
A)  percentage of sales method 
B)  media equivalents 
C)  media timing analysis 
D)  content analysis 
E)  logistic regression

Which of the following is NOT true about calculating ROI?

Which of the following is NOT a type of traffic source tracked by Google Analytics?

Which of the following is a business oriented metric?

Intermediary metrics are also called:

Which of the following is part of "big data"?

In which type of attribution are the clicks weighted equally?

The net promoter score measures:

When marketers conduct A/B testing they are doing which of the following type of research?

Using patterns within available data to make decisions is known as:

Provide the details of a mobile application development strategy with numbers reflecting the costs associated with the strategy and the monthly revenues. Now calculate ROI for your fictitious app over a one-year period.

What is one bias associated with Last Click attribution?

Which of the following is not an aspect of Consumer Based Brand Equity?

Which of the following refers to a set of measures to evaluate marketing strategy?

The Consumer Based Brand Equity Scale measures:

Marrissa would like to evaluate the success of her new search engine optimization strategy to determine what factors led to her customers interacting with a registration page on her website. What should she do?

Which of the following is the reason marketers need metrics?

Which of the following types of data does Google Analytics NOT provide?

The amount of revenue from a strategy minus expenses is:

In which of the following analyses does the marketer determine the medium that most likely delivered a particular sales level?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Legal Matters

Filters

Exam 12: Examining Metrics

Which of the following is NOT true about calculating ROI?

Which of the following is NOT a type of traffic source tracked by Google Analytics?

Which of the following is a business oriented metric?

Intermediary metrics are also called:

Which of the following is part of "big data"?

In which type of attribution are the clicks weighted equally?

The net promoter score measures:

When marketers conduct A/B testing they are doing which of the following type of research?

Using patterns within available data to make decisions is known as:

Provide the details of a mobile application development strategy with numbers reflecting the costs associated with the strategy and the monthly revenues. Now calculate ROI for your fictitious app over a one-year period.

What is one bias associated with Last Click attribution?

Which of the following is not an aspect of Consumer Based Brand Equity?

Which of the following refers to a set of measures to evaluate marketing strategy?

The Consumer Based Brand Equity Scale measures:

Marrissa would like to evaluate the success of her new search engine optimization strategy to determine what factors led to her customers interacting with a registration page on her website. What should she do?

Which of the following is the reason marketers need metrics?

Which of the following types of data does Google Analytics NOT provide?

The amount of revenue from a strategy minus expenses is:

In which of the following analyses does the marketer determine the medium that most likely delivered a particular sales level?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Legal Matters

Filters