Question 1

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.

A)There is no difference between these two metrics.They are exactly the same
B)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
C)Share of voice measures sentiment and share of conversation does not
D)Share of conversation only measures the performance of earned media,while share of voice measures earned and social media together

B

Accepted Answer

Share of voice refers to the amount of the market's conversation your brand owns compared to your competitors, focusing on a specific set of competitors. Share of conversation, on the other hand, looks at your brand's portion of the conversation within the entire industry, not just against specific competitors.

Question 2

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.&#10;A)It is an online advertising metric that aims to track only impressions that can actually be seen by users&#10;B)It is an online advertising metric that captures whether or not your ad appeared on a website that was safe for the brand&#10;C)It is an online advertising metric that captures how rapidly your ad loads on a page&#10;D)It is an online advertising metric that captures whether or not your ad appears on the right-hand side of the page

Accepted Answer

Viewability is an online advertising metric that aims to track only impressions that can actually be seen by users, focusing on the visibility of ads to ensure they have the potential to make an impact.

Question 3

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.

A)Message Resonance
B)Overall Reach
C)Volume of Search Behavior
D)Historical Website Performance
E)Response Time to Customer Complaints

A

Accepted Answer

Primary research is essential for understanding how well a message resonates with the target audience. It involves collecting new data directly from sources or experiments, which can provide insights into the effectiveness of messaging strategies.

Question 4

There are three components of a measurable goal.Please select the answer that best represents those three components.&#10;A)Behavior,amount of change and time&#10;B)Achievability,accuracy and time&#10;C)Organizational buy-in,behavior and usage in a previous campaign&#10;D)Executive sponsorship,amount of change and time

Accepted Answer

The three components of a measurable goal are behavior, amount of change, and time. These elements help in clearly defining what needs to be achieved, the extent of the change desired, and the timeframe within which the goal should be accomplished.

Question 5

A proper measurement framework contains the objectives you are trying to achieve,the KPIs for the campaign and metrics that align to those KPIs.

Accepted Answer

A proper measurement framework indeed includes the objectives (goals) you aim to achieve, the Key Performance Indicators (KPIs) that will help you measure success towards those objectives, and the specific metrics that align with each KPI to provide detailed insights into performance.

Question 6

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.

Accepted Answer

Cookies primarily track website activity and user preferences. They do not inherently collect significant amounts of personally identifiable information unless specifically designed to do so, and their main purpose is to enhance user experience or gather analytics rather than collect personal details.

Question 7

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.

Accepted Answer

A/B testing involves comparing two versions of a webpage or app against each other to determine which one performs better in terms of metrics like conversion rates, click-through rates, etc., thereby making it a fundamental method in optimizing digital advertising or website design.

Question 8

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:

A)Reach
B)Attitudinal Shift
C)Engagement Rate
D)Total Spend
E)Sentiment

Accepted Answer

The answer of Each of the social platforms has their...

Question 9

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.

A)A DMP pulls in social data so companies can execute campaigns
B)A DMP pulls in data about a customer so that companies can target them
C)A DMP pulls data from multiple different,potentially unrelated sources of data to define specific audience segments
D)A DMP identifies which keywords are used most often in search
E)A DMP identifies who should receive an email from your company

Accepted Answer

A Data Management Platform (DMP) aggregates and analyzes large sets of data from various sources to help businesses understand and segment their audiences more effectively. This enables targeted marketing and personalized customer experiences.

Deck 2: Understanding Digital Analytics Concepts