Ch.3 Full Test Bank Choosing Your Analytics Tools Hemann

Chapter 3: Choosing Your Analytics Tools

1. The number of different marketing technology vendors has grown 40% from 2016 to 2017. Is this statement true or false?
   1. True
   2. False
2. There are a number of things that a company should consider when they are selecting tools for their marketing technology stack. Choose all correct answers below.
   1. Proprietary data set
   2. Better measurement
   3. Close relationship between the vendor and the company
   4. Ability to integrate with other data sources
   5. Ability to capture data that no other vendor can capture
3. There are three reasons why creating a strong organizational structure for your marketing stack is so important. Choose the three from the potential answers below.
   1. Essential to adoption
   2. Breaking down siloes with other organizations
   3. Continued investment in marketing technology
   4. Success measurement
   5. It will be easier to add more tools later to the marketing technology stack.
4. The Cisco marketing technology stack is often highlighted as a best practice example because of its excellent organization. What are the four key segments of Cisco’s marketing technology stack? Select the answer that is most appropriate below.
   1. Customer, partner, seller, and data and operations.
   2. Social, web, paid and earned media tools
   3. Paid, Earned, Shared and Owned tools
   4. Facebook, Programmatic, Video and Advertising tools
5. The Intel marketing technology stack is also considered a best practice example because of its organization. A component of Intel’s marketing technology program is conducting a maturity lifecycle assessment of its tools. Which of the following questions does Intel try to answer with its lifecycle assessment?
   1. Where social media tools have evolved beyond our current capabilities
   2. Where our business needs have changed, and we have to course correct
   3. Where the organization has created a silo because of the tools
   4. Where an executive has a standing relationship with a vendor and we cannot make a change
6. One of the key ways that Intel maintains strong organization of its marketing technology stack is by clearly delineating decision making and ownership. Please select whether this statement is true or false.
   1. True
   2. False
7. While there are over 5,000 marketing technology vendors available to brands, there is a core set of tools that every organization should maintain. Which tools are recommended as a baseline for every organization? Please choose all of the correct responses below.
   1. Data management platform
   2. Search analytics platform
   3. Web analytics software
   4. Social media listening platform
   5. Data science platforms
8. When organizations go about selecting marketing technology vendors there are five different stakeholders who should be part of the decision-making process. Which of the following is not one of those stakeholders?
   1. Public Relations
   2. Marketing
   3. Chief Executive Officer
   4. Legal
   5. Procurement
9. A critical success measure for any marketing technology program is achieving adoption. A component to understanding how to achieve the highest level of adoption possible is understanding who the key stakeholders are in your organization. According to Intel there are three key stakeholder groups. Which of the following is not one of the key stakeholder groups outlined in the chapter?
   1. Marketing strategists
   2. Marketing activators
   3. Tool users
   4. The c-suite of your organization
10. Intel’s marketing technology program focuses heavily on adoption. Critical to adoption is creating a structure for adoption that has four key parts. Chose two of those four key parts from the options below.
    1. Training and education
    2. Executive buy-in
    3. Effective intake process
    4. Cost