D378 Digital Marketing Science
- Terms Challenge Activity
QUESTIONS AND ANSWERS
SOLVED .
A/B testing - CORRECT ANSWER✅✅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.
ad extensions - CORRECT ANSWER✅✅Expanding an ad with additional pieces of
information that do not fit in the headlines and descriptions due to character limits.
ad group - CORRECT ANSWER✅✅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.
ad server - CORRECT ANSWER✅✅A web-based technology for storing and serving
advertisements to website visitors whenever a webpage is loaded.
AIDA - CORRECT ANSWER✅✅A four-step behavioral model of the buying cycle,
which begins with Awareness; moves on through Interest and Desire; and culminates in
Action.
Algorithms - CORRECT ANSWER✅✅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.
amplification rate - CORRECT ANSWER✅✅This is a measure of how content is
shared among followers in your network with people in their network.
anchor text - CORRECT ANSWER✅✅This is the highlighted text contained in a
hypertext link. Upon clicking on the hyperlink, the user is directed to another website.
Android - CORRECT ANSWER✅✅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.
,app store - CORRECT ANSWER✅✅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.
application programming interface - CORRECT ANSWER✅✅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.
Autocomplete - CORRECT ANSWER✅✅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.
B2B - CORRECT ANSWER✅✅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.
Backlinks - CORRECT ANSWER✅✅Incoming links to a webpage. The quantity,
quality, and relevance of backlinks influence search engine rankings.
banner ad - CORRECT ANSWER✅✅Web advertisements that are embedded into a
web page. These link to the advertiser's website when clicked on.
Baseline - CORRECT ANSWER✅✅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.
Behavioral marketing - CORRECT ANSWER✅✅(See: Behavioral targeting) A
technique to use a web user's previous web browsing behavior to customize the types
of ads they receive.
Behavioral targeting - CORRECT ANSWER✅✅A technique to use a web user's
previous web browsing behavior to customize the types of ads they receive.
behavioral triggers - CORRECT ANSWER✅✅Specific behaviors or actions that prompt
predetermined responses within an automated workflow.
Benchmarking - CORRECT ANSWER✅✅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.
BIA - CORRECT ANSWER✅✅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.
Blended - CORRECT ANSWER✅✅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.
Bluetooth - CORRECT ANSWER✅✅A wireless technology standard for exchanging
data over short distances from fixed and mobile devices.
Boolean - CORRECT ANSWER✅✅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.
Bounce - CORRECT ANSWER✅✅When visitors leave a website.
bounce rate - CORRECT ANSWER✅✅The percentage of visitors who visit a website
and then leave rather than view other pages on the site.
Brand - CORRECT ANSWER✅✅A name, term, design, symbol, or other feature that
distinguishes an organization or product from its rivals in the eyes of the customer.
brand advocacy - CORRECT ANSWER✅✅The extent to which a social-media
influencer will promote or advocate for a particular brand, ranging from a simple mention
to the creation of custom content for the brand.
brand advocate - CORRECT ANSWER✅✅A customer who communicates favorably
about a brand or product to other people.
brand engagement - CORRECT ANSWER✅✅The process of creating an emotional
bond between an organization and its audience or customer base.
brand identity - CORRECT ANSWER✅✅How an organization wishes to be perceived
by consumers through the use of its name, tone of marketing, logos, and other
associated qualities.
brand loyalty - CORRECT ANSWER✅✅Customers who exhibit consumer behavior
that is very committed to buying certain branded products and services from a particular
company, regardless of price and other conditions, exhibit brand loyalty.
branded content - CORRECT ANSWER✅✅A form of native advertising in which the
brand creates the content for the publisher.
- Terms Challenge Activity
QUESTIONS AND ANSWERS
SOLVED .
A/B testing - CORRECT ANSWER✅✅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.
ad extensions - CORRECT ANSWER✅✅Expanding an ad with additional pieces of
information that do not fit in the headlines and descriptions due to character limits.
ad group - CORRECT ANSWER✅✅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.
ad server - CORRECT ANSWER✅✅A web-based technology for storing and serving
advertisements to website visitors whenever a webpage is loaded.
AIDA - CORRECT ANSWER✅✅A four-step behavioral model of the buying cycle,
which begins with Awareness; moves on through Interest and Desire; and culminates in
Action.
Algorithms - CORRECT ANSWER✅✅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.
amplification rate - CORRECT ANSWER✅✅This is a measure of how content is
shared among followers in your network with people in their network.
anchor text - CORRECT ANSWER✅✅This is the highlighted text contained in a
hypertext link. Upon clicking on the hyperlink, the user is directed to another website.
Android - CORRECT ANSWER✅✅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.
,app store - CORRECT ANSWER✅✅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.
application programming interface - CORRECT ANSWER✅✅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.
Autocomplete - CORRECT ANSWER✅✅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.
B2B - CORRECT ANSWER✅✅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.
Backlinks - CORRECT ANSWER✅✅Incoming links to a webpage. The quantity,
quality, and relevance of backlinks influence search engine rankings.
banner ad - CORRECT ANSWER✅✅Web advertisements that are embedded into a
web page. These link to the advertiser's website when clicked on.
Baseline - CORRECT ANSWER✅✅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.
Behavioral marketing - CORRECT ANSWER✅✅(See: Behavioral targeting) A
technique to use a web user's previous web browsing behavior to customize the types
of ads they receive.
Behavioral targeting - CORRECT ANSWER✅✅A technique to use a web user's
previous web browsing behavior to customize the types of ads they receive.
behavioral triggers - CORRECT ANSWER✅✅Specific behaviors or actions that prompt
predetermined responses within an automated workflow.
Benchmarking - CORRECT ANSWER✅✅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.
BIA - CORRECT ANSWER✅✅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.
Blended - CORRECT ANSWER✅✅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.
Bluetooth - CORRECT ANSWER✅✅A wireless technology standard for exchanging
data over short distances from fixed and mobile devices.
Boolean - CORRECT ANSWER✅✅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.
Bounce - CORRECT ANSWER✅✅When visitors leave a website.
bounce rate - CORRECT ANSWER✅✅The percentage of visitors who visit a website
and then leave rather than view other pages on the site.
Brand - CORRECT ANSWER✅✅A name, term, design, symbol, or other feature that
distinguishes an organization or product from its rivals in the eyes of the customer.
brand advocacy - CORRECT ANSWER✅✅The extent to which a social-media
influencer will promote or advocate for a particular brand, ranging from a simple mention
to the creation of custom content for the brand.
brand advocate - CORRECT ANSWER✅✅A customer who communicates favorably
about a brand or product to other people.
brand engagement - CORRECT ANSWER✅✅The process of creating an emotional
bond between an organization and its audience or customer base.
brand identity - CORRECT ANSWER✅✅How an organization wishes to be perceived
by consumers through the use of its name, tone of marketing, logos, and other
associated qualities.
brand loyalty - CORRECT ANSWER✅✅Customers who exhibit consumer behavior
that is very committed to buying certain branded products and services from a particular
company, regardless of price and other conditions, exhibit brand loyalty.
branded content - CORRECT ANSWER✅✅A form of native advertising in which the
brand creates the content for the publisher.
