Deck 12: Web Analytics

Question 1

Explain earned digital media and include a couple of examples.

Answer 1

No Answer

Question 2

What is multivariate testing and how does it help to enhance user engagement with a website?

Answer 2

No Answer

Question 3

Explain the basics of A/B testing for optimum website design.

Answer 3

No Answer

Question 4

What are the measures of customer behavior analysis and what information do they provide marketers?

Question 5

Marketers can control the negative sentiment in earned digital media through advertising.

Question 6

Which age group of customers is most likely to research products online via social networks?

A) 55 to 64
B) 45 to 54
C) 16 to 24
D) 35 to 44

Question 7

In the context of digital marketing analytics measures, which of the following is an acquisition analysis measure?

A) geography
B) quantity of impressions
C) user demographics
D) traffic source

Question 8

A person from the age group of ________ is most likely to buy a product if, while researching it on social media, a "buy" button is present.

A) 16 to 24
B) 25 to 34
C) 55 to 64
D) 45 to 54

Question 9

Which of the following range of values indicates the closest percentage of people who begin product searches through digital touchpoints?

A) below 40 percent
B) below 70 percent
C) over 25 percent
D) over 85 percent

Question 10

The purpose of digital marketing analytics is to monitor, understand, and evaluate the performance of digital marketing initiatives.

Question 11

What is the social path to purchase and how can marketers use it to increase sales?

Question 12

The behavior analysis measure of site search determines the least and most popular pages on a website.

Question 13

Youth between the ages of 16 and 24 are least likely to use digital channels to decide on and complete a purchase.

Question 14

What are the two measures of acquisition analysis and what information do they provide marketers?

Question 15

Which of the following behavior analysis measures involves the rate at which users are able to see and interact with the website content?

A) bounce rate
B) pageviews
C) site speed
D) click-through rate

Question 16

Which of the following is true of earned digital media?

A) It is developed as a source of information about a company's products.
B) It is organic, not initiated or paid for by a company.
C) It most often appears at the top of the page of an internet search.
D) It enables companies to target specific people to receive advertisements.

Question 17

Paid digital media advertisements often appear at the top of the page of an internet search, when scrolling through a social media platform.

Question 18

People between the ages of 55 and 64 are most likely to use the social path to purchase a product or a service.

Question 19

Amazon became the world's largest retailer by harnessing its digital capabilities through a deep knowledge of customers, an optimized logistics network, and an exceptional technology infrastructure.

Question 20

Identify an acquisition analysis measure from the following list that is a digital marketing analytics measure.

A) visitor
B) campaigns
C) user demographics
D) geography

Question 21

According to practitioner Aran Moultrop, how can companies use web analytics to understand their customer journey?

Question 22

What guidelines should a good digital marketing report include?

Question 23

Which of the following is an example of owned digital media?

A) a pop-up advertisement for an apparel store sale
B) the corporate website of Subway sandwiches
C) a flyer featuring Dunkin' Donuts' deal of the day
D) a buyer's Instagram story about the latest iPhone model

Question 24

Company-owned digital media is developed as a source of information that is about a company's services and products.

Question 25

What is multichannel attribution and how does it influence customers visiting a website?

Question 26

Explain how A/B testing works and include examples.

Question 27

The term "organic channel" used by Google Analytics means that a user has landed on a webpage through _________.

A) unpaid search results on search engines such Google, Yahoo, Bing, or Baidu.
B) a social media page link on Twitter, LinkedIn, or Facebook.
C) a banner ad on another site, such as a news or blog page.
D) a paid search campaign, such as Google Ads.

Question 28

The behavior analysis measure of ________ refers to the rate of visitors returning to a website within a certain time frame.

A) site search
B) bounce rate
C) frequency of engagement
D) click-through rate

Question 29

Describe and explain the conversion analysis measures and their value to marketers.

Question 30

Which of the following questions would be asked during multivariate testing on a website?

A) Do two digital touchpoints in combination produce a stronger influence on the customer journey?
B) Which specific paid digital touchpoints has a customer traveled through to reach a webpage?
C) Which combination of text, images, and colors in a webpage leads to the highest conversion?
D) Which owned digital touchpoint has the strongest influence on a customer?

Question 31

A/B testing (also known as split testing) enables marketers to experiment with various digital options to identify which ones are likely to be the most effective.

Question 32

According to practitioner Aran Moultrop, what can web analytics not tell us about a customer?

Question 33

Identify an example of paid digital media.

A) customers' retweets about a flaw in the product of a major gym equipment firm
B) a Facebook advertisement about the health benefits of green tea by Starbucks
C) a buyer's organic review of the latest mobile phone version from Samsung
D) the corporate website of Tesla cars

Question 34

According to practitioner Aran Moultrop, what is complementary data that can enhance web analytics insights?