Question:* What does the term indexed pages refer to?
Answer: • number of pages on your site that have received at least one visit from organic search
Question:* What is the most important thing to consider in defining a marketing campaign?
Answer: • your target audience and goals
Question:* What does GRP stand for?
Answer: • Gross Rating Points
Question:* What does a Conversion Rate measure?
Answer: • % of users who took desired action
Question:* 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?
Answer: • ROI
Question:* What is a "cookie"?
Answer: • A marker that tracks a user over time.
Question:* What is multi-channel attribution?
Answer: • the attempt to attribute successful outcomes across multiple marketing touchpoints
Question:* Weak subject lines, irrelevant creative and the absence of a call to action can all cause:
Answer: • Funnel fallout
Question:* What does KPI stand for?
Answer: • Key Performance Indicator
Question:* What are you trying to find out by measuring ROI?
Answer: • Which marketing channels produce maximum return
Question:* What does visit loyalty measure?
Answer: • how good you are at getting the same person to come back to your site
Question:* Which of the following metrics can you use to assess your influence on revenue?
Answer: • All of these
Question:* How can new monthly visitors from a branding campaign be estimated?
Answer: • compare new visitors month-over-month for the same time period, segmenting out users who were referred from other known campaigns.
Question:* What does ROI stand for?
Answer: • Return on Investment
Question:* In Google Adwords, what does CPC stand for?
Answer: • Cost per click
Question:* True or False? Social media is measurable.
Answer: • True
Question:* Which of the following tools are utilized by marketing analytics professionals?
Answer: • All of these
Question:* How is email delivery rate measured?
Answer: • (# of emails sent – # of bounce backs) / # of emails sent
Question:* You can’t make the best decisions on what marketing improvements to make without ________ everything within your company.
Answer: • measuring
Question:* The ability to track ____________ will give your marketing efforts more credibility.
Answer: • marketing ROI
Question:* How is Twitter amplification measured?
Answer: • number of retweets per tweet
Question:* DAU stands for:
Answer: • Daily Active Users
Question:* If Metric A increases as Metric B decreases, what type of relationship do these metrics share?
Answer: • Inverse
Question:* Testing two different CTA designs to see which one performs the bests is known as:
Answer: • A/B testing
Question:* What is CPI?
Answer: • Cost Per Impression
Question:* What does ROAS measure?
Answer: • return on ad spend
Question:* What is last-touch attribution?
Answer: • the process of attributing successful outcomes to the last marketing touchpoint a user encounters
Question:* What are marketing analytics industry benchmarks?
Answer: • industry standard marketing metrics that allow you to track your performance compared to others
Question:* 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:
Answer: • Reach
Question:* Email, Direct Mail and PPC are examples of:
Answer: • Marketing Channels
Question:* What is first-touch attribution?
Answer: • the process of attributing successful outcomes to the first marketing touchpoint a user encounters
Question:* What is a bounce rate?
Answer: • Percentage of people who landed on a page and immediately left
Question:* What does ROAS typically stand for?
Answer: • Return on Ad Spend
Question:* What is one reason unsubscribe rate isn't an accurate measure of the health of your email list?
Answer: • many users who are fatigued by your mailings won't go to the trouble to unsubscribe
Question:* Which of the following statements are true about pageviews and visits?
Answer: • A pageview is a visit to a page on your site. One site visit will always have at least one pageview.
Question:* TOFU is a common abbreviation for which marketing term?
Answer: • top of the funnel
Question:* Which of the following is the most cost-efficient website traffic?
Answer: • Organic
Question:* What is causality?
Answer: • implies that one action explicitly drove the occurrence of another
Question:* How is Facebook amplification measured?
Answer: • number of shares per post
Question:* An email that was caught in a spam filter will typically be recorded as a(n):
Answer: • Soft bounce
Question:* What should you do if the majority of your traffic is coming from branded search terms?
Answer: • spend more time on SEO to target traffic from non-branded terms
Question:* How is email click-to-deliver rate measured?
Answer: • # of clicks / # of emails delivered
Question:* The delivery rate for an email is calculated by _____ the number of emails __ number of emails sent.
Answer: • dividing, by
Question:* How is email bounce rate calculated?
Answer: • undelivered emails divided by total emails sent
Question:* What does website bounce rate measure?
Answer: • # single page visits to your site / # visits
Question:* Which of the following is NOT a Key Performance Indicator (KPI)?
Answer: • Departed Users
Question:* Which would NOT be considered a soft metric?
Answer: • Revenue
Question:* CPI stands for "cost per initiative."
Answer: • False
Question:* How is email list growth rate calculated?
Answer: • new monthly email subscribers - opt outs and hard bounce divided by original list size
Question:* Which of the following are monetization models for display ads?
Answer: • CPM, CPC, CPA
Question:* What is a Net Promoter score?
Answer: • How likely a customer or client is to refer a product or service to a friend
Question:* How is email subscriber-retention-rate measured?
Answer: • # subscribers – bounce backs – unsubscribes / # subscribers
Question:* "Unique Opens Rate" on an email campaign is calculated by:
Answer: • Dividing the number of unique opens by the number of emails delivered
Question:* "Click through rate" on an email campaign is calculated by:
Answer: • Dividing the number of unique clicks by the number of emails delivered
Question:* What is the proper parameter to add when tagging a URL with a specific marketing campaign?
Answer: • utm_campaign
Question:* What symbol should be used to add multiple campaigns to one url?
Answer: • &
Question:* 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?
Answer: • (CE - CN) / CS * 100
Question:* What is one reason open rates are often considered unreliable?
Answer: • an email is only counted as open if a user receives the images in your email
Question:* What are the four categories Klout measures?
Answer: • reach, demand, engagement and velocity
Question:* Which of the following is NOT a goal of marketing analytics?
Answer: • Generating High Quality Conversion Prospects
Question:* Which of the following is NOT a URL tag in Google Analytics?
Answer: • Type
Question:* Which Google Analytics URL tag is not mandatory?
Answer: • Content
Question:* What does Return on Engagement track?
Answer: • Buzz generated through online social media
Question:* What do Facebook interactions measure?
Answer: • total number of comments, likes and wall posts a page had
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