Section 5: Web Analytics
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- 1.Web Analytics come from two places, broadly speaking: Log Files from your server and Javascript collectors and cookies. Which of those two would be the one that captures information regarding a YouTube video embedded in your web site?
- A.
Web Server Log Files
- B.
Javascript collectors and cookies
- 2.Data collected via web server and data collected via javascript will almost never match. So how should you, as a marketer, handle this?
- A.
Choose one over the other, depending on your business and your website.
- B.
Note these discrepancies in reports, and use weighted metrics to assign a higher value to certain metrics.
- C.
Don’t think of the numbers generated as true or false, but as measurements over time. So while the data may be different, the trends can agree.
- D.
Reconfigure what you measure until the data collected does match.
- 3.A visitor whose visit lasts only one page is called a _________________.
- A.
Solo
- B.
Singlet
- C.
Bounce
- D.
Unique
- 4.It is possible to track visitors who have come to your website via offline channels such as newspaper ads or billboards.
- A.
True
- B.
False
- 5.What does the acronym KPI stand for?
- A.
Key Prediction Incident
- B.
Killer Performance Instinct
- C.
Key Performance Indicator
- D.
Thousand Per Impression
- 6.Web Analytics is defined as the study of optimizing the effectiveness of websites through the transformation of web related data into _______________.
- A.
Actionable Knowledge
- B.
Interesting reports for the C-suite
- C.
Measurements across time
- D.
A historical record of your business
- 7.The name of the organization dedicated to promoting a global understanding of web analytics is
- A.
WAA (Web Analytics Association)
- B.
WAG (Web Analytics Group)
- C.
WAC (Web Analytics Council)
- D.
WAMPO (Web Analytics Marketing Professionals Organization)
- 8.What is a metatag?
- A.
In social media, a metatag results when a user labels or “tags” an item of content with a keyword.
- B.
A description of a webpage written into that page’s code which helps that webpage to be found by a search engine.
- C.
The “#” in Twitter that helps organize twitter posts.
- D.
A small piece of data sent from a website and stored in a user's web browser while the user is browsing that website. Every time the user loads the website, the browser sends it back to the server to notify the website of the user's previous activity.
- 9.What is the definition of cookie, as it relates to online marketing?
- A.
A cookie is one of the navigational elements of a website; this navigational display, usually visible at the top left of a webpage, shows the user a hierarchical notation of where he or she is on the website.
- B.
A description of a webpage written into that page’s code which helps that webpage to be found by a search engine.
- C.
The “#” in Twitter that helps organize twitter posts.
- D.
A small piece of data sent from a website and stored in a user's web browser while the user is browsing that website. Every time the user loads the website, the browser sends it back to the server to notify the website of the user's previous activity.
- 10.Which is the greatest challenge for Web Analytics tools to resolve in 2016 and beyond?
- A.
Marketing Attribution
- B.
Page / Task Abandonment
- C.
Data Integration
- D.
A/B Testing
- 11.The Analytics Maturity Model is a description of how your data collection and analysis mature over time. In Phase I of the model, Foundation Building, what you’re trying to establish is ________________. Once you’ve established it, you’ve moved past Phase I and onto Phase II, Customization.
- A.
Confidence
- B.
Process
- C.
Accuracy
- D.
Widespread Executive Support
- 12.Which of the following is NOT a key role player in your organization if your organization is committed to being an analytics-driven organization?
- A.
Strategy – C-level champion(s) within your organization
- B.
Technology – IT professional(s) responsible for executing strategy
- C.
Analysis – Marketing professional(s) responsible for analyzing results
- D.
Statistician – Mathematics professional responsible for determining credibility and confidence in numbers gathered.
- 13.A metric is a KPI (Key Performance Indicator) if and only if:
- A.
It is tied directly to a business, marketing, or campaign objective
- B.
There are time-sensitive targets that can be measured.
- C.
It can be rated or graded (i.e. there are defined ranges for what is good and what is bad.)
- D.
A KPI must satisfy all of the above requirements
- E.
A KPI need not satisfy any of the above requirements
- 14.Sessionization, the way in which a web analytics tool defines visitors, is defined differently by different analytics vendors. Which of the following methods of sessionization do analytics professionals recommend as the best practice?
- A.
IP Address
- B.
Session Cookie
- C.
Persistent Cookie
- D.
Authentication
- 15.If you want to determine anything about your error codes (e.g. how often users encounter them, by error), you’ll have to use which method of data collection?
- A.
Log File Analysis
- B.
Page Tagging Analysis
- C.
Network Data Collection (Sniffer)
- D.
None of the above approaches will reveal this data
- 16.A log file is simply a record or “log” of all activity on your server. Every click is logged. Using just these log files is one method of collecting your data. What is the main disadvantage to using log files to collect your data?
- A.
The log files are huge, so significant time must be spent on maintenance and cleanup.
- B.
You do not own the data, so collection is a significant issue.
- C.
Log files are unable to distinguish one error code from another.
- D.
None of the above are disadvantages of the log file method of data collection
- 17.One method of collecting data, the industry standard, is page tagging. You’ll add page tags to every page from which you’d like to collect data. Which of the following is a disadvantage to page tagging?
- A.
Lots of useless data collected, so much time must be spent sifting the useful from the useless.
- B.
Does not track the “back” and “forward” buttons, so accuracy is questionable.
- C.
Requires Javascript and cookies to be enabled, which is a problem because many of your visitors will have these disabled.
- D.
Caching issues. When someone visits a page multiple times in a single session, much of the data is cached so it’s not reloaded after the first visit.
- 18.What is the most significant measurement challenge to segmentation?
- A.
Segmentation requires advanced tagging and reporting, so you have to have the technical ability to perform the task.
- B.
Segmentation requires expensive data collection tools
- C.
Defining when a visitor is part of a segment is an inexact science
- D.
None of the Above
- 19.The practice of using a C-Name, a 3rd party cookie that fools the browser into thinking that it’s a 1st party cookie, is a “dirty” practice, neither completely accepted nor legitimate.
- A.
True
- B.
False
- 20.You have multiple domains (multiple websites with different brands, for example) and you’d like to track visitor behavior across those domains. True or False: You’ll need to set up a unique C-name and a unique SSL certificate for each domain.
- A.
True
- B.
False
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