Understanding Digital Analytics Concepts Test Bank Ch.2

Chapter 2: Understanding Digital Analytics Concepts

1. There are three components of a measurable goal. Please select the answer that best represents those three components.
   1. Behavior, amount of change and time
   2. Achievability, accuracy and time
   3. Organizational buy-in, behavior and usage in a previous campaign
   4. Executive sponsorship, amount of change and time
2. A proper measurement framework contains the objectives you are trying to achieve, the KPIs for the campaign and metrics that align to those KPIs. Is this statement true or false?
   1. True
   2. False
3. Each of the social platforms has their own set of metrics that companies can use to measure success. For Facebook, there are several popular metrics. Please choose the two answers that are the most correct as popular metrics for Facebook:
   1. Reach
   2. Attitudinal Shift
   3. Engagement Rate
   4. Total Spend
   5. Sentiment
4. There are many common earned media metrics that companies can use to measure success. Two of the most common metrics are share of voice and share of conversation. Please select the answer that most closely reflects the difference between these two metrics.
   1. There is no difference between these two metrics. They are exactly the same
   2. Share of voice is the percentage of conversation versus a set of competitors and share of conversation is a percentage of conversation versus the entire industry
   3. Share of voice measures sentiment and share of conversation does not
   4. Share of conversation only measures the performance of earned media, while share of voice measures earned and social media together
5. A/B testing is a method to compare at least two different versions of digital advertising or website landing pages in order to determine which one performs better. Please select whether this statement is true or false.
   1. True
   2. False
6. Data management platforms (DMPs) have become extremely popular with large organizations. What does a data management platform do? Please select the answer that most accurately reflects what a data management platform does.
   1. A DMP pulls in social data so companies can execute campaigns
   2. A DMP pulls in data about a customer so that companies can target them
   3. A DMP pulls data from multiple different, potentially unrelated sources of data to define specific audience segments
   4. A DMP identifies which keywords are used most often in search
   5. A DMP identifies who should receive an email from your company
7. The subject of viewability in digital advertising is relatively new, but important to most companies. What is viewability? Please select the answer that most accurately describes what viewability is.
   1. It is an online advertising metric that aims to track only impressions that can actually be seen by users
   2. It is an online advertising metric that captures whether or not your ad appeared on a website that was safe for the brand
   3. It is an online advertising metric that captures how rapidly your ad loads on a page
   4. It is an online advertising metric that captures whether or not your ad appears on the right-hand side of the page
8. A cookie is information stored on a website visitor’s browser in order to track movement throughout the Internet. The benefit of a cookie to a brand is that it will collect a significant amount of personally identifiable information. Please select whether this statement is true or false.
   1. True
   2. False
9. The mainstream and digital press have published a number of stories about the demise of primary research. However, it is still a critical component of any analytics program. There are several things that primary research can help to answer. Please select the answer that is most accurate below.
   1. Message Resonance
   2. Overall Reach
   3. Volume of Search Behavior
   4. Historical Website Performance
   5. Response Time to Customer Complaints
10. There are a number of data sources available to marketers today. The good news is that many organizations are bringing together data from search, social, paid, owned and primary research methodologies in order to gain a complete view of their customers. Please select whether this statement is true or false.
    1. True
    2. False

Correct Answer. The correct answer to this question is false. Unfortunately, most organizations are not taking advantage of bringing together these sources today.