Ch9 Informing Marketing Programs Complete Test Bank

Chapter 9: Informing Marketing Programs

1. Using digital data to inform marketing program is the most common use case for digital data. There are four categories most marketers focus on when applying digital data to marketing programs. They are audience, content, channels and one other. Which of the following is the last category?
   1. Social media
   2. Behavior
   3. Technologies
   4. Prior campaign performance
2. What analytics project was just emerging four years ago but is now a de-facto standard for marketers when planning a marketing program?
   1. Website audit
   2. Customer journey mapping
   3. Social media landscape audit
   4. Mobile device analysis
3. What is the first step in performing a social media landscape analysis project meant to inform marketing planning?
   1. Outlining the brand objectives
   2. Determining the focus area
   3. Developing a set of keywords
   4. Defining data inputs
4. What is the typical scope of the ‘length of time’ to analyze for a social media landscape audit?
   1. 3 months
   2. 6 months
   3. 12 months
   4. 24 months
5. Which tool is the most commonly used when performing social media landscape audits?
   1. Social listening platform
   2. Social media management system
   3. Native platform social analytics
   4. Engagement analytics
6. In the course of this chapter, there is detail about the type of scoping documentation that you should prepare when organizing a social media landscape audit. What is one of the critical requirements that should be included?
   1. Engagement patterns
   2. Content types
   3. Research objectives
   4. Report length
7. Social media landscape audits reveal the conversations people are having across the digital ecosystem, and specifically where they are coming from. In addition, there is other valuable meta-data that can give you vital intelligence about content and conversation themes. Which of the following items can be determined in a social media landscape audit that are beneficial to content development?
   1. Key conversation themes
   2. The number of reactions to content on social platforms
   3. How much content has been published, shared or syndicated
   4. Keywords used in relevant conversations
8. What are the two aspects of media analysis that should be monitored for every marketing program?
   1. Partner and publisher performance
   2. Earned media performance
   3. Asset performance
9. Media Planning leverages many data sources as inputs. What are two of the most commonly utilized media data source?
   1. comScore
   2. Experian
   3. Kantar
   4. Datalogix
10. What is a data point that can be used to evaluate the level of visitor engagement with content of an owned media property such as a brand website?
    1. Visits
    2. Page Depth / Time on Site
    3. Page Views