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D378 Digital Marketing Science - Terms
Challenge Activity Questions and Answers
(Expert Solutions)
Q: A/B testing
ANS 🗹🗹: The process of comparing two versions of a web page (or another
marketing item, like email) to see which one performs better with searchers. An A/B
test will vary one specific element of a web or landing page, e.g., the social proof or
the call to action—while leaving all other elements on the page the same.
Q:
ad extensions
ANS 🗹🗹: Expanding an ad with additional pieces of information that do not fit in
the headlines and descriptions due to character limits.
Q:
ad group
ANS 🗹🗹: An ad group is made up of one or more pay per click ads that target a
shared set of keywords. A marketing ad campaign is made up of one or more ad
groups.
Q:
ad server
ANS 🗹🗹: A web-based technology for storing and serving advertisements to
website visitors whenever a webpage is loaded.
Q:
AIDA
ANS 🗹🗹: A four-step behavioral model of the buying cycle, which begins with
Awareness; moves on through Interest and Desire; and culminates in Action.
Q:
Algorithms
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ANS 🗹🗹: A mathematical procedure or formula that is used to rank websites. They
are also used in a variety of other ways, such as in information security in order to
encrypt and decrypt information.
Q:
amplification rate
ANS 🗹🗹: This is a measure of how content is shared among followers in your
network with people in their network.
Q:
anchor text
ANS 🗹🗹: This is the highlighted text contained in a hypertext link. Upon clicking on
the hyperlink, the user is directed to another website.
Q:
Android
ANS 🗹🗹: A mobile operating system created by Android, Inc. It was later acquired
and developed by Google for use primarily in touchscreen mobile devices such as
smartphones and tablets.
Q:
app store
ANS 🗹🗹: A digital distribution platform for mobile apps. The Apple version is
known as the Apple App Store, while Android devices use the Google Play store.
Q:
application programming interface
ANS 🗹🗹: APIs control how software programs work or interact with other
programs. APIs also reduce effort and the code needed to access software residing
in code libraries.
Q:
Autocomplete
ANS 🗹🗹: A software feature that predicts what a writer is typing and completes a
word or a form on the basis of what has been typed before.
Q:
B2B
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ANS 🗹🗹: Business-to-business marketing, or marketing related to the exchange of
products and services between businesses. The opposite of B2C, or business-to-
consumer, marketing.
Q:
Backlinks
ANS 🗹🗹: Incoming links to a webpage. The quantity, quality, and relevance of
backlinks influence search engine rankings.
Q:
banner ad
ANS 🗹🗹: Web advertisements that are embedded into a web page. These link to the
advertiser's website when clicked on.
Q:
Baseline
ANS 🗹🗹: A starting point or benchmark that is used to measure or compare
changes that are later introduced onto a website, process or marketing message,
etc. For example, a marketing message can be compared to a web page that has not
had any changes made to it to see if the message was effective in raising awareness,
generating traffic, etc.
Q:
Behavioral marketing
ANS 🗹🗹: (See: Behavioral targeting) A technique to use a web user's previous web
browsing behavior to customize the types of ads they receive.
Q:
Behavioral targeting
ANS 🗹🗹: A technique to use a web user's previous web browsing behavior to
customize the types of ads they receive.
Q:
behavioral triggers
ANS 🗹🗹: Specific behaviors or actions that prompt predetermined responses
within an automated workflow.
Q:
, Page | 4
Benchmarking
ANS 🗹🗹: A method of observing the performance of peer organizations in certain
areas such as advertising, strategies, and policies, etc. An organization then adjusts
its efforts in order to improve in these areas.
Q:
BIA
ANS 🗹🗹: A business impact analysis is an analysis of the potential disruptions to
an organization's functions or activities that could result from disasters, outages,
difficult weather, geopolitical events, and other events. It considers the risks of
those disruptions and the potential damage to critical functions that they could
cause.
Q:
Blended
ANS 🗹🗹: Combines and typically averages many figures (i.e., sales from multiple
storefronts, an e-commerce site, and a third-party partner, such as Amazon) into
one broad figure.
Q:
Bluetooth
ANS 🗹🗹: A wireless technology standard for exchanging data over short distances
from fixed and mobile devices.
Q:
Boolean
ANS 🗹🗹: Boolean logic is used by computers to perform calculations and includes
if/then statements. The calculations involve variables that can either be true, or
false. Boolean operators include AND, OR, and NOT.
Q:
Bounce
ANS 🗹🗹: When visitors leave a website.
Q:
bounce rate
D378 Digital Marketing Science - Terms
Challenge Activity Questions and Answers
(Expert Solutions)
Q: A/B testing
ANS 🗹🗹: The process of comparing two versions of a web page (or another
marketing item, like email) to see which one performs better with searchers. An A/B
test will vary one specific element of a web or landing page, e.g., the social proof or
the call to action—while leaving all other elements on the page the same.
Q:
ad extensions
ANS 🗹🗹: Expanding an ad with additional pieces of information that do not fit in
the headlines and descriptions due to character limits.
Q:
ad group
ANS 🗹🗹: An ad group is made up of one or more pay per click ads that target a
shared set of keywords. A marketing ad campaign is made up of one or more ad
groups.
Q:
ad server
ANS 🗹🗹: A web-based technology for storing and serving advertisements to
website visitors whenever a webpage is loaded.
Q:
AIDA
ANS 🗹🗹: A four-step behavioral model of the buying cycle, which begins with
Awareness; moves on through Interest and Desire; and culminates in Action.
Q:
Algorithms
, Page | 2
ANS 🗹🗹: A mathematical procedure or formula that is used to rank websites. They
are also used in a variety of other ways, such as in information security in order to
encrypt and decrypt information.
Q:
amplification rate
ANS 🗹🗹: This is a measure of how content is shared among followers in your
network with people in their network.
Q:
anchor text
ANS 🗹🗹: This is the highlighted text contained in a hypertext link. Upon clicking on
the hyperlink, the user is directed to another website.
Q:
Android
ANS 🗹🗹: A mobile operating system created by Android, Inc. It was later acquired
and developed by Google for use primarily in touchscreen mobile devices such as
smartphones and tablets.
Q:
app store
ANS 🗹🗹: A digital distribution platform for mobile apps. The Apple version is
known as the Apple App Store, while Android devices use the Google Play store.
Q:
application programming interface
ANS 🗹🗹: APIs control how software programs work or interact with other
programs. APIs also reduce effort and the code needed to access software residing
in code libraries.
Q:
Autocomplete
ANS 🗹🗹: A software feature that predicts what a writer is typing and completes a
word or a form on the basis of what has been typed before.
Q:
B2B
, Page | 3
ANS 🗹🗹: Business-to-business marketing, or marketing related to the exchange of
products and services between businesses. The opposite of B2C, or business-to-
consumer, marketing.
Q:
Backlinks
ANS 🗹🗹: Incoming links to a webpage. The quantity, quality, and relevance of
backlinks influence search engine rankings.
Q:
banner ad
ANS 🗹🗹: Web advertisements that are embedded into a web page. These link to the
advertiser's website when clicked on.
Q:
Baseline
ANS 🗹🗹: A starting point or benchmark that is used to measure or compare
changes that are later introduced onto a website, process or marketing message,
etc. For example, a marketing message can be compared to a web page that has not
had any changes made to it to see if the message was effective in raising awareness,
generating traffic, etc.
Q:
Behavioral marketing
ANS 🗹🗹: (See: Behavioral targeting) A technique to use a web user's previous web
browsing behavior to customize the types of ads they receive.
Q:
Behavioral targeting
ANS 🗹🗹: A technique to use a web user's previous web browsing behavior to
customize the types of ads they receive.
Q:
behavioral triggers
ANS 🗹🗹: Specific behaviors or actions that prompt predetermined responses
within an automated workflow.
Q:
, Page | 4
Benchmarking
ANS 🗹🗹: A method of observing the performance of peer organizations in certain
areas such as advertising, strategies, and policies, etc. An organization then adjusts
its efforts in order to improve in these areas.
Q:
BIA
ANS 🗹🗹: A business impact analysis is an analysis of the potential disruptions to
an organization's functions or activities that could result from disasters, outages,
difficult weather, geopolitical events, and other events. It considers the risks of
those disruptions and the potential damage to critical functions that they could
cause.
Q:
Blended
ANS 🗹🗹: Combines and typically averages many figures (i.e., sales from multiple
storefronts, an e-commerce site, and a third-party partner, such as Amazon) into
one broad figure.
Q:
Bluetooth
ANS 🗹🗹: A wireless technology standard for exchanging data over short distances
from fixed and mobile devices.
Q:
Boolean
ANS 🗹🗹: Boolean logic is used by computers to perform calculations and includes
if/then statements. The calculations involve variables that can either be true, or
false. Boolean operators include AND, OR, and NOT.
Q:
Bounce
ANS 🗹🗹: When visitors leave a website.
Q:
bounce rate
