1. Which of the following are
examples of data? Select all that apply.
Answers
·
A list of sales that resulted from a
touchpoint
·
Year-end sales revenue
·
A
recommendation for images to use in social media posts
·
A company’s total number of social media followers
2.
Imagine that a company wants to successfully launch a new product. Which of the
following would provide useful information about customer behaviors that could
help the company plan and refine an effective sales strategy?
Answers
·
Performance
marketing
·
Brand
marketing
·
Data
storytelling
·
Narrative
context
3.
An entry-level digital marketer is working with data. They collect the data
they need from an analytics tool and put it into a spreadsheet to make it easy
to access and work with. Which way of working with data does this describe?
Answers
·
Data
analyzing
·
Data
reporting
·
Data
modeling
·
Data pulling
Explanation: This is a description of
the procedure for organizing data and doing analysis using a spreadsheet. The
digital marketer is compiling data obtained from an analytics tool and
arranging it in a spreadsheet for convenient access and examination.
Spreadsheets provide an organized method of arranging and manipulating data,
which makes it much simpler to draw conclusions, develop visualizations, and
extract insights. In order to make decisions that are productive and
data-driven in digital marketing, this systematic approach is vital.
4.
What can performance marketing help a business do? Select all that apply.
Answers
·
Support
brand recognition
·
Enhance
brand credibility
·
Determine
if specific marketing goals have been achieved
·
Refine marketing and sales strategies
5.
How does attribution help businesses learn which touchpoints are most effective
at getting customers to take action?
Answers
·
Attribution
establishes strong relationships with customers.
·
Attribution
measures how successful a business is in its effort to reach a marketing goal.
·
Attribution determines which touchpoints are
responsible for generating the leads, conversions, or sign-ups.
·
Attribution
uses touchpoints to convince customers to take action right before purchase.
Explanation: When it comes to
marketing, attribution is a technique that assists companies in understanding
and analyzing the different touchpoints or encounters a client has with their
brand prior to completing a certain action (like making a purchase). Businesses
are able to get insight into the touchpoints throughout the customer journey
that are most successful in influencing consumer behavior if they assign a
value to each of the many touchpoints along the journey.
6.
Which of the following attribution models assigns equal credit to each
touchpoint along the customer journey?
Answers
·
Click
attribution
·
First-click
attribution
·
Data-driven
attribution
·
Linear attribution
Explanation: The Linear Attribution
Model is a kind of attribution model that works by giving an equal amount of
credit to each touchpoint that occurs along the customer journey. In the Linear
model, every touchpoint in the customer journey is given equal weight or credit
for contributing to the eventual conversion or desired outcome. This strategy
operates on the presumption that each encounter plays an equal and significant
part in influencing the final choice made by the client.
7.
How does a digital marketer use data storytelling?
Answers
·
To
present stakeholders with a new marketing strategy
·
To
introduce stakeholders to a new line of products designed to increase sales
·
To explain data, engage an audience, and
inform stakeholders on how to take action
·
To
provide stakeholders with year-end sales revenue
8.
When crafting a narrative, digital marketers include compelling information
about the data. They address what data insights mean, why they matter, and what
can be done about them for stakeholders. What is the likely impact on
stakeholders? Select all that apply.
Answers
·
Stakeholders
are unsure what action steps can be taken.
·
Stakeholders
remain engaged in the narrative.
·
Stakeholders
understand what actions can be taken from the data presented.
·
Stakeholders make connections between the data presented and the
visualizations that represent the data.
9.
Imagine a digital marketer is preparing a data story to share with
stakeholders. The story has three components: what its insights mean, why they
matter to the audience, and what the audience can do about them.
What aspect of data storytelling does this describe?
Answers
·
Narrative context
·
Key
performance indicators
·
Visualizations
·
Brand
Marketing
Explanation: The digital marketer
guarantees that the narrative will not only be informational but also
actionable by arranging the data story in this manner and ensuring that the
report will be both. Stakeholders get a comprehensive grasp of the data,
develop an appreciation for its importance, and are given the authority to take
concrete actions to capitalize on the insights for the company's benefit.
This strategy encourages more participation and fosters a decision-making
process that is both more effective and better informed.
10. In data storytelling, how do
visualizations help an audience understand what is happening in the narrative?
Answers
·
Visualizations clarify trends and express
relationships between data points.
·
Visualizations
describe why specific insights should matter to an audience.
·
Visualizations
detail the story of data.
·
Visualizations
detail what actions an audience can take regarding insights.
Shuffle Q/A 1
11.
Fill in the blank: Information about a company’s total number of social media
followers is an example of _____.
Answers
·
marketing
touchpoints
·
Key
performance indicators (KPIs)
·
data
·
visualization
Explanation: Quantitative data may take
the shape of information regarding a company's overall number of followers
across all of its social media platforms, for instance. Quantitative data is
information that can be stated with numbers and can be measured, making it appropriate
for statistical analysis as well as mathematical computations. In this
instance, the total number of social media followers constitutes a measurable
and analyzable quantity due to the fact that it can be directly counted.
12.
Which of the following refers to performance marketing? Select all that apply.
Answers
·
It includes performance metrics like number of
impressions or cost per click on paid ads
·
There
are very few ways to measure performance
·
It focuses on measurable results like clicks
and conversions
·
Customer
behavior is not important
13. What is customer
lifetime value?
Answers
·
How
much revenue is gained versus how much was spent
·
A
business’s total number of customers
·
The
process a customer follows to purchase
·
The average revenue generated by customers over a certain period
Explanation: Customer Lifetime Value
(CLV or LTV) is a metric that represents the total revenue a business expects
to earn from a customer throughout their entire relationship. It is an
essential metric to use in order to have an idea of the customer's long-term
worth to the company. CLV takes into consideration the buying patterns of the
client, the frequency of the customer's transactions, and the anticipated
length of the connection between the consumer and the firm.
14.
Fill in the blank: In order to optimize a strategy, you need to know which
_____ are influencing customer decisions the most.
Answers
·
posts
·
promotions
·
touchpoints
·
rules
Explanation: Customer Lifetime Value
(CLV or LTV) is a metric that represents the total revenue a business expects
to earn from a customer throughout their entire relationship. It is an
important measure to employ in order to get a sense of the customer's value to
the firm during the course of their relationship with the company. When
calculating CLV, purchasing habits of the client, the frequency of the
customer's transactions, and the projected duration of the relationship between
the consumer and the company are all taken into account.
15.
Fill in the blank: The _____ of a data story should engage your audience by
explaining what you learned, and how you can use that information to take
action.
Answers
·
length
·
one
component
·
three main components
·
speed
Explanation: Your audience should be
engaged at the end of a data story, and you should do this by describing what
you discovered and how they might put that knowledge to use to take action. In
the conclusion, you will summarize the most important takeaways, emphasize the
relevance of the data, and provide specific direction for the next logical
steps that may be taken in light of the information that has been given. It
acts as the ultimate takeaway for your audience, providing them with a clear
knowledge of the ramifications of the tale as well as the subsequent measures
that should be considered.
16.
Fill in the blank: Appealing to your audience with a strong _____ can draw
attention to your insights and encourage others to take action.
Answers
·
case
study
·
call
to action
·
narrative
·
graph
Explanation: In order to attract
attention to your observations and motivate people to take action, you should
make an appeal to your audience using a powerful call to action. A compelling
call to action is a statement that is unambiguous and convincing, and it encourages
the audience to participate in the discussion, to make choices, or to put the
suggestions that were formed from the offered insights into action. It acts as
a driving force, directing the viewer as to what actions to do next based on
the information that was presented in the data narrative.
17. Which of the following are
examples of data visualizations? Select all that apply.
Answers
·
Illustrations
·
Data
points
·
Graphs and charts
·
Infographics
18.
What aspect of marketing provides information and useful insight about customer
behaviors and interactions that can help answer questions in a concrete way?
Answers
·
Marketing
strategies
·
Marketing data
·
Marketing
impressions
·
Marketing
touchpoints
Explanation: The aspect of marketing
that provides information and useful insight about customer behaviors and
interactions, helping answer questions in a concrete way, is often referred to
as marketing analytics. Measurement of marketing performance, comprehension of
consumer behavior, and the generation of insights that may be put to use are
the goals of marketing analytics, which entail the use of data, statistical
analysis, and metrics. It lets marketers to make educated choices, improve
marketing campaigns, and evaluate the efficiency of marketing tactics based on
empirical information and data.
19.
A marketer for a company organizes and summarizes data to track performance
across marketing and sales efforts. What is this process called?
Answers
·
Data
pulling
·
Data reporting
·
Data
storage
·
ROAS
Explanation: The process of organizing
and summarizing data to track performance across marketing and sales efforts is
commonly referred to as marketing analytics or sales and marketing analytics.
This requires collecting, analyzing, and interpreting data connected to
different marketing and sales activities in order to obtain insights into the
success of those operations, recognize patterns, and make choices that are
data-driven in order to enhance performance.
20.
What refers to the average revenue generated by customers over a certain period
of time?
Answers
·
Linear
attribution
·
Budget
attribution
·
Customer lifetime value
·
Return
on ad spend (ROAS)
Explanation: Average Revenue Per User
(ARPU) or Average Revenue Per Customer (ARPC) is a phrase that refers to the
average revenue earned by customers over a specific period of time. Both of
these terms may be used interchangeably. ARPU is a key metric in business and
marketing that helps measure the average monetary value generated by each
customer during a specific timeframe. The formula for calculating it is to take
the total income and divide it by the number of customers or users. When
analyzing a company's financial performance and profitability, ARPU is a metric
that is often used.
21.
What do some of the best data stories allow?
Answers
·
Complex
concepts
·
One
perspective
·
Multiple
interpretations
·
A
space for discussion
22.
What are data visualizations?
Answers
·
Data
points
·
Pictures
from a campaign
·
A
narrative that conveys the insights effectively
·
A graphic representation of data that conveys information
23.
What is data pulling?
Answers
·
The
process of examining data in order to draw conclusions, make predictions, and
drive informed decision-making.
·
The process of collecting data from analytics
tools and putting it into a spreadsheet or database, making it easy to access
and work with.
·
A
measurement used to gauge how successful a business is in its effort to reach a
business or marketing goal.
·
Organizing
and summarizing data to track performance across marketing and sales efforts.
Explanation: The
process of extracting or getting data from a source or database for the
purposes of analysis, reporting, or any number of other uses is referred to as
"data pulling." It entails retrieving data from one place or system
and moving it to another, often for the purpose of using the data in a new
application, platform, or analytical tool.
24. A software company spends $100
on an ad. They make $150 as a result of that ad. The revenue they gained is
150%. What is this performance metric called?
Answers
·
Targets
·
Clicks
·
Customer
lifetime value
·
ROAS (return on ad spend)
Explanation: The resulting ROAS value of 1.5 means that
for every dollar spent on the ad, the company generated $1.50 in revenue. A
return on advertising expenditure of 150% is shown by the percentage form
(150%). In the world of advertising and marketing, return on ad spend (ROAS) is
a crucial indicator that helps firms evaluate the efficiency and profitability
of their various advertising efforts.
25. Fill in the blank: The
process of determining which content and channels are responsible for
generating leads, conversions, or sign-ups is called _____.
Answers
·
KPI
·
data
analytics
·
data
reporting
·
attribution
Explanation: The word
"attribution" refers to the process of establishing which pieces of
information and channels are accountable for the generation of leads,
conversions, or sign-ups. The process of recognizing and giving credit to the
many marketing touchpoints and channels that contributed to a desired result,
such as the conversion of a lead or the signing up of a new customer, is
referred to as attribution. This technique assists organizations in gaining a
better understanding of the path taken by customers and in successfully
allocating resources depending on the effectiveness of various marketing
activities.
26.
Fill in the blank: _____ measures customer engagement with marketing content
across channels to understand what is motivating customers to take action.
Answers
·
Data-driven attribution
·
Linear
attribution
·
Data
attribution
·
First-click
attribution
Explanation: A customer's level of
engagement with marketing material across all channels may be measured via
attribution, which helps marketers figure out what drives consumers to take
action.
27.
Consider the following scenario:
A digital marketing team is analyzing recent sales data. They notice that
customers are frequently engaging with a specific ad, but sales are low. They
want to convince stakeholders to use a data-driven attribution model to
understand why customers are not taking action.
What might the digital marketing team do to convince their stakeholders?
Answers
·
Continue
to monitor data, then provide stakeholders with year-end sales revenue
·
Present
stakeholders with a new marketing strategy
·
Present
stakeholders with a new line of products designed to increase sales
·
Use data storytelling to share insights with stakeholders
28.
A marketer is creating a data story and picks their data points and insights.
What is the next step in creating a data story?
Answers
·
Select
which numbers to highlight
·
Understand
which questions to answer
·
Create
data visualizations
·
Build a narrative that conveys the insights effectively
Explanation: The next phase in creating
a data story is to build the narrative, which comes after picking the data
points and insights to include in the tale. Structuring the narrative involves
organizing the selected data points in a logical and coherent manner to create
a compelling and easily understandable story. This stage guarantees that the
audience will be able to follow the flow of information and gain relevant
insights from the material that is presented.
29.
In data storytelling, how do visualizations help an audience understand what is
happening in the narrative? Select all that apply.
Answers
·
Visualizations
focus the audience’s attention to the data presented by the narrative
·
Visualizations
clarify trends and express relationships between data points
·
Visualizations
add extra detail and complexity to the story of data
·
Visualizations
detail what actions an audience can take regarding insights
30.
What is performance marketing?
Answers
·
Calculating
how much revenue is gained versus how much was spent on potential customers.
·
Using
digital marketing and sales tactics, campaigns, and strategies to affect
customer behavior.
·
Using concrete information about customer
behaviors to plan and refine marketing and sales strategies.
·
Calculating
the average revenue generated by customers over a certain period of time.
Explanation: Performance
marketing is a broad phrase that refers to online marketing and advertising
programs in which advertisers (brands or organizations) pay marketing firms
(commonly referred to as publishers or platforms) when a certain action is
accomplished, such as a sale, lead, or click. Performance marketing is a
comprehensive term that relates to online marketing and advertising programs.
Performance marketing, in contrast to conventional advertising methods in which
payment is made based on the number of impressions received or the placement of
an advertisement, is results-driven and places an emphasis on quantifiable
outcomes.
31.
What refers to how much revenue is gained versus how much was spent?
Answers
·
Budget
touchpoints
·
Customer
lifetime value
·
Return
on ad spend (ROAS)
·
Linear
budgeting
Explanation: Return on Investment (ROI)
is an expression that describes the ratio of the amount of income received to
the amount of money that was invested. ROI is a financial metric that
calculates the profitability of an investment by comparing the gain or loss relative
to its cost. ROI, or return on investment, is a metric that is often used in
the context of marketing and advertising to evaluate the efficacy of a campaign
and figure out if the income earned justifies the expenditures that were paid.
32.
What does attribution help businesses do?
Answers
·
Help
businesses create better products for current, new, and potential customers
·
Identify
the last touchpoint in a customer journey to save time, money, and effort
·
Increase
the number of leads at the start, middle, and end of the campaign
·
Make
informed decisions about where to invest time, budget, and resources
33.
Fill in the blank: The average customer encounters _____ on their purchase
journey, and the path isn't always straightforward.
Answers
·
six touchpoints
·
no
distractions
·
few
options
·
one
touchpoint
Explanation: During the course of their
transaction, customers often interact with a number of different touchpoints,
and the route that they take is not always clear.
34.
What do marketers use to convey insights to an audience through a clear and
compelling narrative?
Answers
·
Data storytelling
·
Costumes
and lighting
·
Social
media graphics
·
Graphs
Explanation: Data storytelling is a
technique used by marketers to share findings with an audience via the medium
of a coherent and engaging tale. Data storytelling involves the use of data,
analytics, and visualizations to communicate complex information in a way that
is easily understandable and engaging. The purpose of the narratives that
marketers construct around data is to tell a tale in a way that draws attention
to the most important insights, trends, and the value of the data in relation
to business objectives. This strategy makes data more accessible and powerful
for a wider audience, which ultimately facilitates improved comprehension and
decision-making.
35.
What will help you decide which data points to use in your data story?
Answers
·
Understanding the questions you want to answer
·
Creating
a narrative first
·
Creating
a complex goal
·
Knowing
the number of people who will see your data story
36.
What do businesses use marketing data for?
Answers
·
To
run campaigns on different platforms
·
To
measure how successful a business is in its effort to reach a business or
marketing goal
·
To
provide a clear picture of the raw numbers
·
To answer questions clearly by drawing on real customer behaviors
and interactions
Explanation: Businesses use marketing data for a variety
of purposes to inform strategic decisions, optimize campaigns, and enhance
overall marketing effectiveness.37. Fill in
the blank: The process of using concrete information about customer behaviors
to plan and refine marketing and sales strategies is called _____.
Answers
·
narrative context
·
data storytelling
·
brand marketing
·
performance marketing
Explanation: Data-driven
marketing is the practice of utilizing real information about client behaviors
to develop and modify marketing and sales tactics. This information may be
collected in a variety of different ways.
38. Which of the
following are examples of attribution models? Select all that apply.
Answers
·
First-click attribution
·
Linear attribution
·
Data-driven attribution
·
Channel attribution
39. Data, a compelling
narrative, and clear visualizations work together to engage audiences by
explaining insights. What does this refer to?
Answers
·
ROAS
·
Data visualizations
·
The three main components
of a data story
·
A social media campaign
Explanation: Statistics
storytelling is a technique that involves presenting information to an audience
in a way that engages them by using statistics, an engaging narrative, and
clear visuals. This technique is intended to do so by explaining insights. Data
storytelling is the practice of using data and analytics to create a narrative
that communicates complex information in a way that is understandable,
compelling, and relevant to the audience.
40. What are the three
characteristics of a well-structured narrative? Select all that apply.
Answers
·
Intense
·
Engaging
·
Memorable
·
Persuasive
41. A marketer creates
charts and infographics as part of their data story. What is this component
called?
Answers
·
Data
·
Story design
·
Narrative
·
Data visualization
Explanation: The
component where a marketer creates charts and infographics as part of their
data story is called the visualizations. Data may be visually represented in a
variety of ways, including charts, graphs, maps, and other visual components.
This kind of representation is called a visualization. In the context of data
storytelling, visualizations play an important part in presenting complicated
information in a way that is easy to grasp and visually attractive. This makes
it much simpler for the audience to comprehend and analyze the data insights.
