Fcb Edm Analytics Review Quiz

10 Questions | By Bryan | Updated: Mar 22, 2022 | Attempts: 79

Questions

Settings

Test your knowledge! This quiz contains content from the following lessons:* Intro to Data and Analytics* Big Data for Digital Marketers* Digital Advertising Metrics and KPIs

Questions and Answers

1.

Which of the following best describes “big data”?
- A.
  
  Voluminous, ever growing amounts of information produced by consumers and used by marketers in order to better target desired customers
- B.
  
  Sets of data that can be parsed through using new technologies and software
- C.
  
  Quantities of information that can give marketers new insights into consumer behavior and consumption patterns unlike ever before
- D.
  
  All of the above
2.

Click-through rate (CTR) is not an effective metric for:
- A.
  
  Understanding how many people looked and clicked on your ad
- B.
  
  Learning how many people engaged with your ad
- C.
  
  Measuring how many people purchased your product
- D.
  
  Determining the effectiveness of your email marketing campaign
3.

A/B testing has become a common digital marketing practice. Which of the following scenarios best describes a typical A/B test a communications team might run?
- A.
  
  A company wants to test the effectiveness of hero imagery in an email campaign. The team produces two emails, each with the same subject line and body copy, but with a different picture of their product. The two versions are sent to cohorts of 10,000 people with the KPI set as the CTR on the hero image.
- B.
  
  A company wants to test the effectiveness of a sign up form for the company newsletter on its main site. The company generates two versions of the main site, one with a blue button entitled "Sign up Now" and the other with a red button entitled "Sign up Here." The company will optimize towards the higher performing colors and copy.
- C.
  
  A company wants to test the effectiveness of its emails on driving users to its website. The team produces two emails, one with the subject line "Check it out" and another with the subject line "Read This Now". The first email contains an image of the product, and the second contains a photo of a satisfied customer. The two versions are sent to cohorts of 15,000 people with the KPI set as the CTR on the CTA at the bottom of the email.
- D.
  
  A company wants to test the effectiveness of a single digital display ad on brand awareness, particularly around a new product they are releasing. The company purchases ad space on a popular news site as well as on a popular e-commerce site. The company will continue to run the ad if the CPC of the ad remains under $.59.
4.

There has been a shift from traditional push marketing to new pull marketing in the digital landscape. What does pull marketing entail?
- A.
  
  Marketers are responsible for pushing out content and advertising to consumers.
- B.
  
  Marketers must listen closely and respond to consumers who are pulling content from multiple sources and devices throughout the customer journey.
- C.
  
  Marketers must respond to consumers who are pulling content from one source and device throughout the customer journey.
- D.
  
  Marketers are focusing on maintaining power and controlling the information consumers receive.
5.

When starting to collect and analyze Big Data, which of the following should be your first step?
- A.
  
  Invest massively in infrastructure
- B.
  
  Search through the data you have for any trends
- C.
  
  Decide which problem you are trying to solve
- D.
  
  Invest in social media
6.

Which of the following are characteristics that make social media a prime example of Big Data at work?A. VolumeB. VelocityC. VersimilitudeD. Variety
- A.
  
  A and C
- B.
  
  A, B, and C
- C.
  
  A, B, and D
- D.
  
  A, B, C, and D
7.

Which of the following is the best description of a use of a conversion pixel?
- A.
  
  A marketer wants to know the delivery rate of their emails in a recent campaign, measured by the number of conversion pixels redeemed by consumers.
- B.
  
  An account executive wants to understand how users are interacting with their client's product, so they place conversion pixels within the client's mobile app to determine how many users have downloaded the app.
- C.
  
  An advertiser wants to optimize their CPM based on the number of clicks on their Facebook ad, measured by placing a conversion pixel on the ad.
- D.
  
  A marketer is interested in learning how many variations of their advertisement appear on various publisher sites, so they embed a conversion pixel within the code of the ad in order to track this.
8.

A brand has decided to select VCR, Video Completion Rate, as its KPI for a new advertising campaign. Which distinguishing factor should one consider when selecting this KPI?
- A.
  
  The closer the VCR is to 100%, the better.
- B.
  
  3rd party reporting helps to determine how long the audience member watched a video.
- C.
  
  VCR is best used when measuring engagement in conjunction with other metrics.
- D.
  
  All of the above.
9.

Brand managers at a music company reviewed product feedback from consumers and discovered that those with the highest levels of blog engagement are most interested in their new line of headphones. This cohort, between the ages of 25-35, return to the site which leads conversions. Which marketing campaign should the company allocate more resources to based on this data?
- A.
  
  Content marketing
- B.
  
  Email marketing
- C.
  
  Social media marketing
- D.
  
  Mobile marketing