Chapter 12 Examining Metrics Complete Test Bank

Chapter Twelve

1. Which of the following is a business oriented metric?:

a) likes

b) followers

c) conversions

d) video views

e) shares

2. The net promoter score measures:

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

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

a) metrics

b) KPI’s

c) outcomes

d) measures

e) all of the above

4. Which of the following is the reason marketers need metrics?:

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

5. Which of the following is part of “big data”?:

a) data storage

b) data analysis

c) goal setting

d) both a and b

e) all of the above

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

a) analytics

b) metrics

c) measures

d) KPI’s

e) outcomes

7. The amount of revenue from a strategy minus expenses is:

a) budgeting

b) outcomes

c) revenue

d) sales

e) return on investment

8. What type of metric is cost savings from a social media strategy?:

a) financial

b) non-financial

c) revenue based

d) performance indicating

e) none of the above

9. Intermediary metrics are also called:

a) financial

b) navigational

c) investment

d) impossible

e) treasury

10. Which of the following is NOT true about calculating ROI?:

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

11. Which of the following represents the greatest costs associated with social media?:

a) content development

b) personnel

c) costs for the social platforms

d) user generated content

e) paying to track data

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

a) percentage of sales method

b) media equivalents

c) media timing analysis

d) content analysis

e) logistic regression

13. The Consumer Based Brand Equity Scale measures:

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

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

a) perceived quality

b) brand associations

c) brand awareness

d) loyalty

e) purchase

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

a) the site bounce rate

b) conversions

c) visits from mobile devices

d) path to purchase

e) competitive visits

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

a) referral

b) direct

c) organic

d) local

e) social

17. Attribution analysis refers to the marketers ability to:

a) attribute consumer behavior characteristics to brands

b) track consumers in stores

c) review click stream data and apply it to conversions

d) use AdWords to sell products online

e) use Google analytics to increase sales

18. John used Google Analytics to determine that the people who buy his line of furniture start out at Pinterest, then do a Google search for furniture and finally find his site. This analysis is called:

a) attribution

b) clickable

c) focused

d) local

e) conversion

19. What is one bias associated with Last Click attribution?:

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

20. In which type of attribution are the clicks weighted equally?:

a) last click

b) first click

c) time decay

d) linear

e) positioned

21. Cathy and Jenny planned a market research study in which they posted a series of Tweets about their brand of handbags imported from Nepal. They posted on consecutive days in May, July, Sept and Nov and then compared sales results across the dates. Which type of analysis is this?:

a) experimentation

b) observation

c) media equivalency

d) media timing

e) response modeling

22. 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?:

a) experimentation

b) observation

c) media equivalency

d) media timing

e) response modeling

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

a) experimentation

b) observation

c) media equivalency

d) media timing

e) click stream

Essays

1. 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.

2. 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?

3. Are intermediary measures of performance useful? Explain.

4. How can a brand measure the effects of a campaign designed to build brand awareness?