Digital Marketing Exam Questions with
Complete Solutions
Know the three human-centered principles that emerged from the experiment
discussed in the article that can help organizations get started on their own small
data initiatives, in detail - ANSWER-1. Balance machine learning with human domain
expertise
2. Focus on the quality of human input, not the quantity of machine output
3. Recognize the social dynamics in play on teams working with small data
Know the four potential explanations as to why the observed trend in the article is
happening. - ANSWER-1. Tech firms have increased, while retail and manufacturing
have declined
2. Marketing has changed, customers moved to software
3. Tech founders under invest in marketing
4. Firms trend to acquire existing brands rather than create new ones
Inside-out Development - ANSWER-A product developed by engineers and released
to public consumers with no testing for public consumption (Windows 8)
Outside-in Development - ANSWER-A product developed and tested directly for the
public consumers, leading to the product being shaped by the publics preferences
(Windows 10)
Know the difference between inside-out vs. outside-in approach. - ANSWER-Inside-
out is a product made by and created toward developer preferences (Windows 8),
Outside-in is a product made for public consumption and their desires (Windows 10)
Know the three foundational steps in becoming more outside-in. - ANSWER-1.
Increase marketing's role in shaping future products and innovation
2. Lead with an "outside-in" perspective
3. Focus on your target customers, not on all customers
Know the indirect benefits of experimentation culture. - ANSWER-1. In an
experimentation culture you kill off the HiPPOs. (That's an acronym for the Highest
Paid Person's Opinion.)
2. More of your ideas will see daylight in the form of tests, instead of being killed off
on whiteboards and in presentations.
Know the techniques used to alleviate the issues raised by sequential testing. -
ANSWER-Lots of people do sequential tests, they test things separately when they
should be combining them together
Know the common mistakes companies make when perform A/B testing. -
ANSWER-1. too many managers don't let the tests run their course
2. looking at too many metrics
3. few companies do enough retesting
, Know what Twyman's law is. - ANSWER-Any figure that looks different or interesting
is probably wrong
Know the different models that you can use to organize the research team in a firm -
ANSWER-- Centralized model (focus on long-term projects, lead to conflicts over the
allocation of resources and costs)
- Decentralized model (scientists can become experts in each business domain, lack
of a clear career path for these professionals)
- Center-of-excellence model (design, execution, and analysis of controlled
experiments)
Know the definition of buyer persona. - ANSWER-This semi-fictional representation
of your ideal buyer can help guide you to understanding the goals and challenges
that your character will face.
Know what SMART goals are. - ANSWER-SMART stands for specific, measurable,
attainable, relevant, and timely.
Know the three stages of buyer's journey - ANSWER-1. Awareness
2. Consideration
3. Decision
Know how Google's Search Console can be used to generate content ideas -
ANSWER-Assuming it's properly verified with your domain, you should be able to
view which queries users typed into Google to find your website, as well as topics
you're ranking for, even if your site's not on the first page. This is super valuable intel
because you're getting actual keywords people are typing in.
Direct Traffic - ANSWER-an internet user types the website's URL directly into the
browser
Unpaid referral traffic - ANSWER-refers to any visitors that come to the website from
any links that are not paid for
Paid Referral Traffic - ANSWER-comes from banner, text, or rich media ads that a
website has paid to display on other websites
unpaid search traffic - ANSWER-any traffic that comes to a site from clicks on the
organic search results on the search engine results page
Know what conversion is - ANSWER-happens when a visitor to the website
completes a desired goal
Know what Domain Name does - ANSWER-a string of text that maps to an
alphanumeric IP address, used to access a website from client software
Know what URL's do - ANSWER-uniform resource locator is a web address pointing
to a specific website, a web page, or a document on the internet
Complete Solutions
Know the three human-centered principles that emerged from the experiment
discussed in the article that can help organizations get started on their own small
data initiatives, in detail - ANSWER-1. Balance machine learning with human domain
expertise
2. Focus on the quality of human input, not the quantity of machine output
3. Recognize the social dynamics in play on teams working with small data
Know the four potential explanations as to why the observed trend in the article is
happening. - ANSWER-1. Tech firms have increased, while retail and manufacturing
have declined
2. Marketing has changed, customers moved to software
3. Tech founders under invest in marketing
4. Firms trend to acquire existing brands rather than create new ones
Inside-out Development - ANSWER-A product developed by engineers and released
to public consumers with no testing for public consumption (Windows 8)
Outside-in Development - ANSWER-A product developed and tested directly for the
public consumers, leading to the product being shaped by the publics preferences
(Windows 10)
Know the difference between inside-out vs. outside-in approach. - ANSWER-Inside-
out is a product made by and created toward developer preferences (Windows 8),
Outside-in is a product made for public consumption and their desires (Windows 10)
Know the three foundational steps in becoming more outside-in. - ANSWER-1.
Increase marketing's role in shaping future products and innovation
2. Lead with an "outside-in" perspective
3. Focus on your target customers, not on all customers
Know the indirect benefits of experimentation culture. - ANSWER-1. In an
experimentation culture you kill off the HiPPOs. (That's an acronym for the Highest
Paid Person's Opinion.)
2. More of your ideas will see daylight in the form of tests, instead of being killed off
on whiteboards and in presentations.
Know the techniques used to alleviate the issues raised by sequential testing. -
ANSWER-Lots of people do sequential tests, they test things separately when they
should be combining them together
Know the common mistakes companies make when perform A/B testing. -
ANSWER-1. too many managers don't let the tests run their course
2. looking at too many metrics
3. few companies do enough retesting
, Know what Twyman's law is. - ANSWER-Any figure that looks different or interesting
is probably wrong
Know the different models that you can use to organize the research team in a firm -
ANSWER-- Centralized model (focus on long-term projects, lead to conflicts over the
allocation of resources and costs)
- Decentralized model (scientists can become experts in each business domain, lack
of a clear career path for these professionals)
- Center-of-excellence model (design, execution, and analysis of controlled
experiments)
Know the definition of buyer persona. - ANSWER-This semi-fictional representation
of your ideal buyer can help guide you to understanding the goals and challenges
that your character will face.
Know what SMART goals are. - ANSWER-SMART stands for specific, measurable,
attainable, relevant, and timely.
Know the three stages of buyer's journey - ANSWER-1. Awareness
2. Consideration
3. Decision
Know how Google's Search Console can be used to generate content ideas -
ANSWER-Assuming it's properly verified with your domain, you should be able to
view which queries users typed into Google to find your website, as well as topics
you're ranking for, even if your site's not on the first page. This is super valuable intel
because you're getting actual keywords people are typing in.
Direct Traffic - ANSWER-an internet user types the website's URL directly into the
browser
Unpaid referral traffic - ANSWER-refers to any visitors that come to the website from
any links that are not paid for
Paid Referral Traffic - ANSWER-comes from banner, text, or rich media ads that a
website has paid to display on other websites
unpaid search traffic - ANSWER-any traffic that comes to a site from clicks on the
organic search results on the search engine results page
Know what conversion is - ANSWER-happens when a visitor to the website
completes a desired goal
Know what Domain Name does - ANSWER-a string of text that maps to an
alphanumeric IP address, used to access a website from client software
Know what URL's do - ANSWER-uniform resource locator is a web address pointing
to a specific website, a web page, or a document on the internet
