Digital Marketing Analytics: Making
ST
Sense of Consumer Data in a Digital
UV
World – 2nd Edition
TEST BANK
IA
_A
PP
Chuck Hemann
RO
Ken Burbary
VE
Comprehensive Test Bank for Instructors and
Students
D?
© Chuck Hemann & Ken Burbary
??
All rights reserved. Reproduction or distribution without permission is prohibited.
©STUDYSTREAM
, Chapter 1: Understanding the Synergetic Digital Ecosystem
1. Companies have access to an enormous amount of data today. At the 2018 Consumer
ST
Electronics Show in Las Vegas, Intel shared projections for data growth trends. Intel
projects that by 2020, the average consumer will generate 1.5 Gigabytes of data per day
from their associated internet activities. Please select whether this statement is true or
false below.
UV
a. True
b. False
Correct Answer: The correct answer is A. Intel outlined several key data points at the
Consumer Electronics Show, including the amount of data created by consumers on a
daily basis.
IA
2. There are four ways that companies are using data to fuel strategic initiatives across the
enterprise. Please select the answer below that most closely reflects these four
initiatives.
a. Business strategy, data strategy, communications strategy and media strategy
_A
b. Selling more products, improving customer service, improving sentiment and
generating more marketing qualified leads
c. Improving employee engagement, generating shareholder value, breaking down
organizational siloes, and generating more sales qualified leads
PP
d. Improving social media engagement, generating more traffic to the website,
distributing media to the proper channels and improving search engine rankings
Correct Answer: The correct answer is A. While letters B through D could be tactical
outcomes of using data, the important thing to keep in mind is that a proper data
strategy advances the business, the communications and the media at a macro level.
RO
3. Organizations are collecting a vast amount of data about their customers from a number
of different tools. According to data from Chiefmartec.com, how many different
marketing technology vendors are there for companies to engage?
a. 10,000
VE
b. 7,000
c. 5,000
d. 2,000
Correct Answer: The correct answer is C. The latest study by Scott Brinker indicates that
there are over 5,000 different vendors in 50 unique categories.
D?
4. There are two dominant forms of media that we discuss throughout the course of this
chapter. Please select the answer below that most accurately reflects those two media
types.
a. Earned and shared media
??
b. Paid and owned media
c. Converged and shared media
d. Social and digital media
, Correct Answer: The correct answer is B. While earned and shared media are important,
an increasing amount of emphasis is being placed in owned digital properties and the
paid media used to send customers to those owned properties.
ST
5. Keeping an eye on competitors using digital data is a growing use case for many
organizations. Free tools from Google, Alexa and SimilarWeb can provide competitor
website and audience profile data. What sorts of questions can these data sources
UV
answer? Select the response that is most accurate below.
a. Which audience segments are competitors reaching that you are not?
b. What are people saying in social media about your competitors?
c. What is the sentiment toward your competitors in social media?
d. What types of content are people engaging with on your competitors owned
properties?
IA
Correct Answer: The correct answer is A. In this section of the book we also talk about
the top referring sources to your competitor’s website, the top keywords that are most
successful for your competitors and the sources driving traffic.
_A
6. Unfortunately, there are not very many tools available to companies who want to track
the performance of their competitors in social media. Please select whether this
statement is true or false.
a. True
PP
b. False
Correct Answer: The correct answer is B. Facebook, Instagram, Twitter and YouTube all
provide some level of competitive insight. There are also a number of paid tools
available to companies.
RO
7. Mobile data has become an increasingly important data source to for companies. In late
2016, mobile internet traffic surpassed desktop traffic for the first time ever. Please
select whether this statement is true or false.
a. True
b. False
VE
Correct Answer: The correct answer is A. According to data from Google, the amount of
mobile traffic surpassed desktop traffic in 2016.
8. There are a number of key questions that mobile data can answer for companies. Please
select the question below that mobile data can answer for companies.
D?
a. How does mobile visitor engagement with my site compare to traditional and/or
desktop visitor engagement?
b. What are consumers saying in social media from their mobile devices?
c. What is the sentiment toward my brand from those using mobile devices?
d. What keywords do people use most often on mobile devices?
??
Correct Answer: The correct answer is A. In the chapter we talk about letter A, what
content are mobile users most interested in, how is my mobile app being used, which
, mobile platforms are being used most often and where does my mobile traffic come
from.
ST
9. Social Analytics tools integrate with other analytics tools better than ever. Those
integrations allow brands to answer many different sorts of questions. Choose the two
questions below that are the most common for most companies.
a. Learn which brand content social visitors engaged with most and what visitors
UV
are sharing most
b. Segment and measure the performance of individual social media campaigns
c. Identify the sentiment that consumers have toward your brand
d. Learn which search words consumers are using most often
e. Learn who the individuals are that are coming to your site most often
Correct Answer: The correct two responses are A and B. In the chapter we outline six
IA
key questions that companies can use when integrating social with other digital data
sources.
10. According to the most recent user data from Facebook, the company has only about 1.5
_A
billion users who access the platform. Please select whether this statement is true or
false.
a. True
b. False
PP
Correct Answer: The correct answer is B. Facebook has over 2 billion users as of the
writing of this book.
RO
VE
D?
??
ST
Sense of Consumer Data in a Digital
UV
World – 2nd Edition
TEST BANK
IA
_A
PP
Chuck Hemann
RO
Ken Burbary
VE
Comprehensive Test Bank for Instructors and
Students
D?
© Chuck Hemann & Ken Burbary
??
All rights reserved. Reproduction or distribution without permission is prohibited.
©STUDYSTREAM
, Chapter 1: Understanding the Synergetic Digital Ecosystem
1. Companies have access to an enormous amount of data today. At the 2018 Consumer
ST
Electronics Show in Las Vegas, Intel shared projections for data growth trends. Intel
projects that by 2020, the average consumer will generate 1.5 Gigabytes of data per day
from their associated internet activities. Please select whether this statement is true or
false below.
UV
a. True
b. False
Correct Answer: The correct answer is A. Intel outlined several key data points at the
Consumer Electronics Show, including the amount of data created by consumers on a
daily basis.
IA
2. There are four ways that companies are using data to fuel strategic initiatives across the
enterprise. Please select the answer below that most closely reflects these four
initiatives.
a. Business strategy, data strategy, communications strategy and media strategy
_A
b. Selling more products, improving customer service, improving sentiment and
generating more marketing qualified leads
c. Improving employee engagement, generating shareholder value, breaking down
organizational siloes, and generating more sales qualified leads
PP
d. Improving social media engagement, generating more traffic to the website,
distributing media to the proper channels and improving search engine rankings
Correct Answer: The correct answer is A. While letters B through D could be tactical
outcomes of using data, the important thing to keep in mind is that a proper data
strategy advances the business, the communications and the media at a macro level.
RO
3. Organizations are collecting a vast amount of data about their customers from a number
of different tools. According to data from Chiefmartec.com, how many different
marketing technology vendors are there for companies to engage?
a. 10,000
VE
b. 7,000
c. 5,000
d. 2,000
Correct Answer: The correct answer is C. The latest study by Scott Brinker indicates that
there are over 5,000 different vendors in 50 unique categories.
D?
4. There are two dominant forms of media that we discuss throughout the course of this
chapter. Please select the answer below that most accurately reflects those two media
types.
a. Earned and shared media
??
b. Paid and owned media
c. Converged and shared media
d. Social and digital media
, Correct Answer: The correct answer is B. While earned and shared media are important,
an increasing amount of emphasis is being placed in owned digital properties and the
paid media used to send customers to those owned properties.
ST
5. Keeping an eye on competitors using digital data is a growing use case for many
organizations. Free tools from Google, Alexa and SimilarWeb can provide competitor
website and audience profile data. What sorts of questions can these data sources
UV
answer? Select the response that is most accurate below.
a. Which audience segments are competitors reaching that you are not?
b. What are people saying in social media about your competitors?
c. What is the sentiment toward your competitors in social media?
d. What types of content are people engaging with on your competitors owned
properties?
IA
Correct Answer: The correct answer is A. In this section of the book we also talk about
the top referring sources to your competitor’s website, the top keywords that are most
successful for your competitors and the sources driving traffic.
_A
6. Unfortunately, there are not very many tools available to companies who want to track
the performance of their competitors in social media. Please select whether this
statement is true or false.
a. True
PP
b. False
Correct Answer: The correct answer is B. Facebook, Instagram, Twitter and YouTube all
provide some level of competitive insight. There are also a number of paid tools
available to companies.
RO
7. Mobile data has become an increasingly important data source to for companies. In late
2016, mobile internet traffic surpassed desktop traffic for the first time ever. Please
select whether this statement is true or false.
a. True
b. False
VE
Correct Answer: The correct answer is A. According to data from Google, the amount of
mobile traffic surpassed desktop traffic in 2016.
8. There are a number of key questions that mobile data can answer for companies. Please
select the question below that mobile data can answer for companies.
D?
a. How does mobile visitor engagement with my site compare to traditional and/or
desktop visitor engagement?
b. What are consumers saying in social media from their mobile devices?
c. What is the sentiment toward my brand from those using mobile devices?
d. What keywords do people use most often on mobile devices?
??
Correct Answer: The correct answer is A. In the chapter we talk about letter A, what
content are mobile users most interested in, how is my mobile app being used, which
, mobile platforms are being used most often and where does my mobile traffic come
from.
ST
9. Social Analytics tools integrate with other analytics tools better than ever. Those
integrations allow brands to answer many different sorts of questions. Choose the two
questions below that are the most common for most companies.
a. Learn which brand content social visitors engaged with most and what visitors
UV
are sharing most
b. Segment and measure the performance of individual social media campaigns
c. Identify the sentiment that consumers have toward your brand
d. Learn which search words consumers are using most often
e. Learn who the individuals are that are coming to your site most often
Correct Answer: The correct two responses are A and B. In the chapter we outline six
IA
key questions that companies can use when integrating social with other digital data
sources.
10. According to the most recent user data from Facebook, the company has only about 1.5
_A
billion users who access the platform. Please select whether this statement is true or
false.
a. True
b. False
PP
Correct Answer: The correct answer is B. Facebook has over 2 billion users as of the
writing of this book.
RO
VE
D?
??
