Ch15 The Future of Digital Data Test Questions & Answers

Chapter 15: The Future of Digital Data

1. According to a recent Experian survey of marketing organizations, what percentage of organizations rely on ‘gut feelings’ or ‘educated guesses’ to make business decisions based on digital data?
   1. 10%
   2. 20%
   3. 40%
   4. 50%
   5. 80%
2. If your organization isn’t already using digital data for evidence-based decision making, what is the first step in getting started to use digital data to its fullest potential?
   1. Develop company goals
   2. Identify or hire resources
   3. Train and educate staff
   4. Build and share dashboards and reports
   5. Build a program schedule for reporting
3. What is one of the most common mistakes that companies make when trying to build digital analytics programs within their organizations?
   1. Identifying reporting requirements
   2. Hiring the right resources
   3. Determining KPIs and metrics
   4. Jumping to analytics tools and solutions
4. The future of digital analytics will lean less on social listening platforms, since they are a commodity technology in the current era. Is this statement true or false?
   1. True
   2. False
5. Search analytics are more important than ever. Is this statement true or false?
   1. True
   2. False
6. What is the emerging technique that leading organizations are applying to social listening audience data to profile additional audience affinities?
   1. Conversation typing
   2. Event triggers
   3. Sentiment classification
   4. Behavioral signals with advanced statistical methods
   5. Machine learning algorithms
   6. AI algorithms
7. What advancement is projected to be the next big thing in content analytics?
   1. Content influencers
   2. Content velocity
   3. Content indices
   4. Content engagement
   5. Content syndication
8. What is the most important missing element of the current state of influence analysis tools?
   1. Influencer scoring
   2. Influencer identification
   3. Influencer engagement
   4. Influencer impact
   5. Influencer relationship management
9. The data literacy gap is a real and growing problem within every industry. Is this statement true or false?
   1. True
   2. False
10. The future of digital data and analytics will be dictated by the current trends and attitudes towards privacy and data security. . Is this statement true or false?
    1. True
    2. False