Tools Audience Analysis Hemann Chapter 5 Verified Test Bank

Chapter 5: Tools: Audience Analysis

1. With the explosion of audience data, marketers have a much better understanding of the people they are trying to reach. Audience data provides several benefits to brands but there is one that provides a benefit to both the brand and the consumer. What is it?
   1. More advertising opportunities
   2. Personalization of content & experiences
   3. Opportunities to market in other channels
   4. Other lifestyle and brand affinities for consumers
2. Google collects many different forms on data about consumers across a wide universe of products from search to Android phones to IoT devices like Google Home and builds a profile about you. Select the data point below that Google DOES NOT collect about a consumer.
   1. Name
   2. Gender
   3. Date of Birth / Age
   4. Your location
   5. Voice sound
   6. Fingerprint
3. An audience analysis involves several different research activities that key information about what matters most about the audience you’re trying to reach. Which of the categories listed below is NOT something that the audience analysis process will provide?
   1. Demographics (age, gender, location)
   2. Content consumption habits
   3. Topic interests and affinities
   4. Digital platforms they spend time on
   5. Needs and expectations for products and services
   6. Purchase history
4. Audience analysis is a robust and comprehensive approach to understanding consumers. As a result, there are several use cases that apply. Of the use cases listed below, select the ones that apply to an audience analysis.
   1. Digital strategy development
   2. Sales attribution
   3. Audience segmentation
   4. Content strategy
   5. Media buying
   6. Revenue forecasting
5. Reputation has long been a focus for brands seeking to out-perform their competitors. The more known and favorable your brand is, the better right? In Chapter 5, we describe a paradigm shift for digital strategy development that changes the focus to a new model. What model listed below is the new ‘reputation’?
   1. Loyalty
   2. Engagement
   3. Relevance
   4. Social
   5. Behavioral
6. Content marketing has exploded in popularity amongst digital marketers over the past several years. According September 2016 survey, what percentage of B2B marketers in North America expected to increase the amount of content marketing they create?
   1. 24%
   2. 11%
   3. 48%
   4. 76%
   5. 37%
7. Audience analysis includes many categories of analytics tools from search insights, customer surveys, to website profiling tools. According to a 2017 Forrester survey, what category of tool is used most for digital intelligence by enterprise marketers?
   1. Social analytics
   2. Voice of the customer
   3. Web analytics
   4. Predictive analytics
   5. App analytics
8. Web analytics tools can reveal behavior patterns about consumers based on click paths throughout websites and have advanced segmentation and testing capabilities as well. However, there is a limit to how far web analytics can go because of their design. Which of the limitations below is the Achilles heel of web analytics tools?
   1. Cannot include other channel data sources
   2. Do not integrate with paid media
   3. Can’t report what happens between clicks
9. Chapter 5 covers the history and changes in market leading social listening platforms 2012. Which of the social listening tools listed below are currently considered market leading platforms based on Forrester’s Social Listening Tools Landscape?
   1. Brandwatch
   2. Radian6
   3. Alterian SM
   4. Sprinklr
   5. Trackur
10. Social listening tools are powerful technologies that can give you powerful insights and views into your audience conversations across a wide range of social platforms. Despite this, there are techniques you can perform to enhance the value of what your social listening data. What are the two techniques you should be using to realize maximum value from any social listening effort?
    1. Sentiment analysis
    2. Conversation typing
    3. Topic analysis
    4. Even triggers