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D378 Digital Marketing Science - Terms
Challenge Activity Questions with Detailed
Verified Answers
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.
ad extensions Ans: Expanding an ad with additional pieces of
information that do not fit in the headlines and descriptions due to
character limits.
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.
ad server Ans: A web-based technology for storing and serving
advertisements to website visitors whenever a webpage is loaded.
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.
Algorithms 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.
amplification rate Ans: This is a measure of how content is shared
among followers in your network with people in their network.
, Page | 2
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.
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.
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.
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.
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.
B2B 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.
Backlinks Ans: Incoming links to a webpage. The quantity, quality, and
relevance of backlinks influence search engine rankings.
banner ad Ans: Web advertisements that are embedded into a web
page. These link to the advertiser's website when clicked on.
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.
, Page | 3
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.
Behavioral targeting Ans: A technique to use a web user's previous web
browsing behavior to customize the types of ads they receive.
behavioral triggers Ans: Specific behaviors or actions that prompt
predetermined responses within an automated workflow.
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.
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.
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.
Bluetooth Ans: A wireless technology standard for exchanging data over
short distances from fixed and mobile devices.
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.
Bounce Ans: When visitors leave a website.
bounce rate Ans: The percentage of visitors who visit a website and
then leave rather than view other pages on the site.
, Page | 4
Brand Ans: 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 Ans: 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 Ans: A customer who communicates favorably about a
brand or product to other people.
brand engagement Ans: The process of creating an emotional bond
between an organization and its audience or customer base.
brand identity Ans: 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 Ans: 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 Ans: A form of native advertising in which the brand
creates the content for the publisher.
Browser Ans: A software application where one types in the URL (web
address) in order to access resources on the Internet.
business plan Ans: Written document describing a business, its
objectives, its strategies, its market, and its financial projections.
Buycott Ans: Deliberately purchasing products or services or choosing
organizations that the consumers feel speak to their values or ideologies.
buyer persona Ans: A profile that represents your ideal customer,
based on market research and customer data.
D378 Digital Marketing Science - Terms
Challenge Activity Questions with Detailed
Verified Answers
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.
ad extensions Ans: Expanding an ad with additional pieces of
information that do not fit in the headlines and descriptions due to
character limits.
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.
ad server Ans: A web-based technology for storing and serving
advertisements to website visitors whenever a webpage is loaded.
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.
Algorithms 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.
amplification rate Ans: This is a measure of how content is shared
among followers in your network with people in their network.
, Page | 2
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.
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.
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.
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.
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.
B2B 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.
Backlinks Ans: Incoming links to a webpage. The quantity, quality, and
relevance of backlinks influence search engine rankings.
banner ad Ans: Web advertisements that are embedded into a web
page. These link to the advertiser's website when clicked on.
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.
, Page | 3
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.
Behavioral targeting Ans: A technique to use a web user's previous web
browsing behavior to customize the types of ads they receive.
behavioral triggers Ans: Specific behaviors or actions that prompt
predetermined responses within an automated workflow.
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.
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.
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.
Bluetooth Ans: A wireless technology standard for exchanging data over
short distances from fixed and mobile devices.
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.
Bounce Ans: When visitors leave a website.
bounce rate Ans: The percentage of visitors who visit a website and
then leave rather than view other pages on the site.
, Page | 4
Brand Ans: 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 Ans: 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 Ans: A customer who communicates favorably about a
brand or product to other people.
brand engagement Ans: The process of creating an emotional bond
between an organization and its audience or customer base.
brand identity Ans: 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 Ans: 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 Ans: A form of native advertising in which the brand
creates the content for the publisher.
Browser Ans: A software application where one types in the URL (web
address) in order to access resources on the Internet.
business plan Ans: Written document describing a business, its
objectives, its strategies, its market, and its financial projections.
Buycott Ans: Deliberately purchasing products or services or choosing
organizations that the consumers feel speak to their values or ideologies.
buyer persona Ans: A profile that represents your ideal customer,
based on market research and customer data.
