Ch1 Understanding the Synergetic Digital Ecosystem Exam Prep

Chapter 1: Understanding the Synergetic Digital Ecosystem

1. Companies have access to an enormous amount of data today. At the 2018 Consumer Electronics Show in Las Vegas, Intel shared projections for data growth trends. Intel projects that by 2020, the average consumer will generate 1.5 Gigabytes of data per day from their associated internet activities. Please select whether this statement is true or false below.
   1. True
   2. False
2. There are four ways that companies are using data to fuel strategic initiatives across the enterprise. Please select the answer below that most closely reflects these four initiatives.
   1. Business strategy, data strategy, communications strategy and media strategy
   2. Selling more products, improving customer service, improving sentiment and generating more marketing qualified leads
   3. Improving employee engagement, generating shareholder value, breaking down organizational siloes, and generating more sales qualified leads
   4. Improving social media engagement, generating more traffic to the website, distributing media to the proper channels and improving search engine rankings
3. Organizations are collecting a vast amount of data about their customers from a number of different tools. According to data from Chiefmartec.com, how many different marketing technology vendors are there for companies to engage?
   1. 10,000
   2. 7,000
   3. 5,000
   4. 2,000
4. There are two dominant forms of media that we discuss throughout the course of this chapter. Please select the answer below that most accurately reflects those two media types.
   1. Earned and shared media
   2. Paid and owned media
   3. Converged and shared media
   4. Social and digital media
5. Keeping an eye on competitors using digital data is a growing use case for many organizations. Free tools from Google, Alexa and SimilarWeb can provide competitor website and audience profile data. What sorts of questions can these data sources answer? Select the response that is most accurate below.
   1. Which audience segments are competitors reaching that you are not?
   2. What are people saying in social media about your competitors?
   3. What is the sentiment toward your competitors in social media?
   4. What types of content are people engaging with on your competitors owned properties?
6. Unfortunately, there are not very many tools available to companies who want to track the performance of their competitors in social media. Please select whether this statement is true or false.
   1. True
   2. False
7. Mobile data has become an increasingly important data source to for companies. In late 2016, mobile internet traffic surpassed desktop traffic for the first time ever. Please select whether this statement is true or false.
   1. True
   2. False
8. There are a number of key questions that mobile data can answer for companies. Please select the question below that mobile data can answer for companies.
   1. How does mobile visitor engagement with my site compare to traditional and/or desktop visitor engagement?
   2. What are consumers saying in social media from their mobile devices?
   3. What is the sentiment toward my brand from those using mobile devices?
   4. What keywords do people use most often on mobile devices?
9. Social Analytics tools integrate with other analytics tools better than ever. Those integrations allow brands to answer many different sorts of questions. Choose the two questions below that are the most common for most companies.
   1. Learn which brand content social visitors engaged with most and what visitors are sharing most
   2. Segment and measure the performance of individual social media campaigns
   3. Identify the sentiment that consumers have toward your brand
   4. Learn which search words consumers are using most often
   5. Learn who the individuals are that are coming to your site most often
10. According to the most recent user data from Facebook, the company has only about 1.5 billion users who access the platform. Please select whether this statement is true or false.
    1. True
    2. False