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Test answers for Marketing Analytics Fundamentals 2020

(64, CL) Last updated: January 27
Elance • Sales & Mktg.
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64 Answered Test Questions:

1. What does the term indexed pages refer to?

Answers:

• number of pages on your site that have received at least one visit from organic search

• number of pages on your site that are included in your sitemap

• number of pages on your site that have generated at least one conversion

2. What is the most important thing to consider in defining a marketing campaign?

Answers:

• the projected cost of the campaign

• the campaign ad size

• the attribution model of the campaign

• your target audience and goals

3. What does GRP stand for?

Answers:

• Gross Rating Points

• Gross Return Points

• Great Rating Points

• Gross Rating Problems

4. What does a Conversion Rate measure?

Answers:

• % of visit your site < 1 time

• % of returning visitors to your site

• % of users who took desired action

• % of users who hit your site and leave immediately

5. Marketing analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives by measuring performance using important business metrics, such as?

Answers:

• ROHS

• SME

• VBA

• ROI

• BRB

6. What is a "cookie"?

Answers:

• A subliminal message on a website

• A computer virus

• A marker that tracks a user over time.

7. What is multi-channel attribution?

Answers:

• the practice of attributing all successful marketing outcomes to two touchpoints

• the practice of attributing 50% of successful marketing outcomes to firs- touch and 50% to last-touch

• the attempt to attribute successful outcomes across multiple marketing touchpoints

8. Weak subject lines, irrelevant creative and the absence of a call to action can all cause:

Answers:

• High engagement

• Increased conversions

• Funnel fallout

9. What does KPI stand for?

Answers:

• Key Performance Indicator

• Key Prospect of Interest

• Key Purchase Interest

10. What are you trying to find out by measuring ROI?

Answers:

• Which organic search keywords you should target

• How much to charge your customers

• Which marketing channels produce maximum return

11. What does visit loyalty measure?

Answers:

• the percent of users who purchase during a visit to your site

• how good you are at getting the same person to come back to your site

• how good you are at getting people to share your site

• the percent of users who like your Facebook page

12. Which of the following metrics can you use to assess your influence on revenue?

Answers:

• Number of new names

• Number of losses

• Number of prospective new names

• All of these

13. How can new monthly visitors from a branding campaign be estimated?

Answers:

• this cannot be measured

• perform searches on twitter for the number of people who have mentioned your brand

• compare new visitors month-over-month for the same time period, segmenting out users who were referred from other known campaigns.

14. What does ROI stand for?

Answers:

• Neither

• Rate of Investments

• Both

• Return on Investment

15. In Google Adwords, what does CPC stand for?

Answers:

• Cost per click

• Cost per characteristic

• Cost per conversion

• Cost per cookie

16. True or False? Social media is measurable.

Answers:

• False

• True

17. Which of the following tools are utilized by marketing analytics professionals?

Answers:

• Spreadsheet software

• All of these

• marketing analytics software

• CRM software

• Web analytics software

18. How is email delivery rate measured?

Answers:

• (# of emails sent ??? # of bounce backs) / # of emails sent

• # of hard bounces / # emails sent

• # of soft bounces / # emails sent

19. You can???t make the best decisions on what marketing improvements to make without ________ everything within your company.

Answers:

• searching

• building

• doing

• measuring

20. The ability to track ____________ will give your marketing efforts more credibility.

Answers:

• marketing CEOs

• marketing spendings

• marketing ROI

• marketing competitors

21. How is Twitter amplification measured?

Answers:

• number of retweets per tweet

• number of favorites per tweet

• number of impressions per tweet

22. DAU stands for:

Answers:

• Daily Active Users

• Dedicated Annual Users

• Direct Active Users

• Daily Analytical Users

23. If Metric A increases as Metric B decreases, what type of relationship do these metrics share?

Answers:

• Exponential

• Derivative

• Causal

• Direct

• Inverse

24. Testing two different CTA designs to see which one performs the bests is known as:

Answers:

• A/B testing

• This/That testing

• Apples to Oranges testing

• Top down testing

25. What is CPI?

Answers:

• Costly Personal Impression

• Cost Per Impression

• Conversion Per Initiative

• Calculated Personal Interest

26. What does ROAS measure?

Answers:

• return on ad spend

• return on ad strategy

• recency of ad spend

• relationship of ad strategy

27. What is last-touch attribution?

Answers:

• the process of attributing successful outcomes to the last sales call a user opens

• the process of attributing successful outcomes to the last marketing touchpoint a user encounters

• the process of attributing successful outcomes to the last email a user opens

28. What are marketing analytics industry benchmarks?

Answers:

• blue lines that appear in Google Analytis when you are comparing two time periods

• industry standard marketing metrics that allow you to track your performance compared to others

• the practice of comparing metrics from two companies during a co-marketing campaign

• measurements that indicate M/M changes in your campaign performance

29. The number of people who could have seen a story about your page, such as each person who loads the story about your page while browsing Facebook, is an example of your:

Answers:

• Brand Perception

• CTR

• Mentions

• Reach

30. Email, Direct Mail and PPC are examples of:

Answers:

• Message Delivery

• Marketing Channels

• Funnel Starters

31. What is first-touch attribution?

Answers:

• the process of attributing successful outcomes to the first marketing touchpoint a user encounters

• the process of attributing successful outcomes to the first email a user opens

• the process of attributing successful outcomes to the first sales call a user opens

32. What is a bounce rate?

Answers:

• Percentage of people who landed on your site, purchased, and left

• Percentage of people who click your ad but close the browser window before landing on your site

• Percentage of people who landed on a page and immediately left

33. What does ROAS typically stand for?

Answers:

• Return on Ad Spend

• Ratio of Accounts Served

• Return on Analytic Statistics

• Repeat Organic Active Search

34. What is one reason unsubscribe rate isn't an accurate measure of the health of your email list?

Answers:

• many users who unsubscribe actually intend to mark your email as spam

• most people who unsubscribe do so on accident

• many users who are fatigued by your mailings won't go to the trouble to unsubscribe

35. Which of the following statements are true about pageviews and visits?

Answers:

• The number of site visits will always be higher than the number of pageviews in your analytics

• Pageviews and site visits are the same thing

• None of the above.

• A pageview is a visit to a page on your site. One site visit will always have at least one pageview.

36. TOFU is a common abbreviation for which marketing term?

Answers:

• top of the feed

• top of the funnel

• turn of the funnel

37. Which of the following is the most cost-efficient website traffic?

Answers:

• Organic

• Display

• Affiliate

• PPC

38. What is causality?

Answers:

• implies that one action is related to the occurrence of another

• implies a marketing relationship between two companies

• implies that one action explicitly drove the occurrence of another

39. How is Facebook amplification measured?

Answers:

• number of shares per post

• number of likes per post

• number of comments per post

40. An email that was caught in a spam filter will typically be recorded as a(n):

Answers:

• Hard bounce

• Unsubscribe

• Soft bounce

• Undeliverable address

41. What should you do if the majority of your traffic is coming from branded search terms?

Answers:

• bid on your brand name on adwords

• spend more time on SEO to target traffic from non-branded terms

• use display ads to increase your brand awareness

• write guest posts about your brand on third party blogs

42. How is email click-to-deliver rate measured?

Answers:

• # emails delivered / # of clicks

• # of clicks / # of emails delivered

• # of clicks / # bounces

43. The delivery rate for an email is calculated by _____ the number of emails __ number of emails sent.

Answers:

• multiplying, by

• dividing, by

• adding, to

• subtracting, from

44. How is email bounce rate calculated?

Answers:

• undelivered emails divided by total emails sent

• viewers who opened your email without clicking divided by total emails sent

• viewers who clicked your email without purchasing divided by total emails sent

45. What does website bounce rate measure?

Answers:

• # single page visits to your site / # conversions

• # single page visits to your site / # unique vistors

• # single page visits to your site / # purchases

• # single page visits to your site / # visits

46. Which of the following is NOT a Key Performance Indicator (KPI)?

Answers:

• Total Users

• Revenue

• New Users

• Departed Users

47. Which would NOT be considered a soft metric?

Answers:

• Impressions

• Revenue

• Brand Awareness

• GRP

48. CPI stands for "cost per initiative."

Answers:

• False

• True

49. How is email list growth rate calculated?

Answers:

• new email subscribers this month divided by total email subscribers last month

• total subscribers this month divided by total subscribers last month

• new monthly email subscribers - opt outs and hard bounce divided by original list size

50. Which of the following are monetization models for display ads?

Answers:

• CPM, CPC, CPP

• CPM, CPC, CPA

• CPA, CPC, CPF

• CPA, CPC, CRA

51. What is a Net Promoter score?

Answers:

• How likely a customer or client is to refer a product or service to a friend

• How many promotions you've run in a certain amount of time versus how many you planned to run

• How many different outlets you're currently promoting your product or service on

• How much free PR you've been getting

52. How is email subscriber-retention-rate measured?

Answers:

• # of subscribers this month - # subscribers last month

• # of subscribers this month / # subscribers last month

• (# of subscribers this month - # subscribers last month) - bounce backs

• # subscribers ??? bounce backs ??? unsubscribes / # subscribers

53. "Unique Opens Rate" on an email campaign is calculated by:

Answers:

• Dividing the number of unique opens by the number of emails delivered

• Dividing the number of emails sent by the number of unique opens

• Dividing the number of unique opens by the number of emails sent

• Dividing the number of emails delivered by the number of unique opens

54. "Click through rate" on an email campaign is calculated by:

Answers:

• Dividing the number of emails sent by the number of unique clicks

• Dividing the number of unique clicks by the number of emails delivered

• Dividing the number of emails delivered by the number of unique clicks

• Dividing the number of unique clicks by the number of emails sent

55. What is the proper parameter to add when tagging a URL with a specific marketing campaign?

Answers:

• google_utm_campaign

• utm_campaign_google

• _utmcampaign

• campaign_utm

• utm_campaign

56. What symbol should be used to add multiple campaigns to one url?

Answers:

• *

• %

• &

• +

• ^

57. Let CS be the number of customers at the start of a period, CE the number at the end of the period, and CN the number of new customers. Which formula represents retention rate?

Answers:

• (CE - CS) / CN * 100

• (CN - CE) / CS * 100

• (CS - CN) / CE * 100

• (CE - CN) / CS * 100

58. What is one reason open rates are often considered unreliable?

Answers:

• users may read the subject line and never open the email

• an email is only counted as open if a user receives the images in your email

• users may open your email on more than one device

59. What are the four categories Klout measures?

Answers:

• reach, voice, demand and engagement

• reach, voice, power and engagement

• enagement, voice, power and velocity

• reach, demand, engagement and velocity

60. Which of the following is NOT a goal of marketing analytics?

Answers:

• Generating High Quality Prospects

• Generating Leads

• Converting Leads

• Generating High Quality Conversion Prospects

61. Which of the following is NOT a URL tag in Google Analytics?

Answers:

• Source

• Type

• Content

• Term

• Campaign

62. Which Google Analytics URL tag is not mandatory?

Answers:

• Medium

• Source

• Campaign

• Content

63. What does Return on Engagement track?

Answers:

• People engaging with the product or client directly

• Buzz generated by thought influencers

• Buzz generated through online social media

• How frequently the product or client is written about in the media

64. What do Facebook interactions measure?

Answers:

• total number of comments, wall posts and impressions a page had

• total number of comments, likes and shares a page had

• total number of comments, likes and wall posts a page had