Week 1 – Introduction to Assess for success: Marketing analytics and measurement – Shuffle Q/A 1

13. Which of the following is true about media planning?

  • Campaign-level performance goals are not included in a media plan.
  • ROAS is a performance goal that is not often included in a media plan.
  • It consists of three parts – target audience, marketing mix, and KPIs.
  • It indicates where, when, and how often an ad will appear across all media channels.

14. A marketer compares two web pages to identify which call to action performs better with their audience. What test did they use?

  • Split or A/B test
  • Outcome test
  • Click volume test
  • Drop rate test or A/C test

15. What do attribution projects organize? Select all that apply.

  • User demographics
  • User monetization
  • Micro conversions
  • Macro conversions

16. A marketer saves time by identifying the best page on their website without performing an A/B test. Which big data trend allows them to do this?

  • Multichannel marketing analytics
  • Predictive analytics
  • Real-time analytics
  • Intuitive marketing

17. Fill in the blank: To control costs of pay-per-click (PPC) advertising, you can manage the cost per click (CPC) on a per-campaign basis by _____.

  • decreasing the budget allocated for each conversion
  • testing fewer ads in the PPC campaigns that are lower priority
  • allocating more budget to the PPC campaigns that are the highest priority
  • assigning credit for conversions from social media clicks

18. When creating a media plan, why should you identify the media mix?

  • It documents how you will measure campaign success for each media channel.
  • It enables the right content selection on an allocated budget for any media channel.
  • To spend the limited campaign budget on the people most likely to make a purchase.
  • It allows you to consistently measure the performance and success of each media channel.

19. A marketer sets a specific objective in a marketing plan that supports a business goal. What does this describe?

  • A numeric goal
  • A media mix
  • A marketing goal
  • An employee goal

20. Fill in the blank: In marketing, the return on ad spend (ROAS) is the ratio of _____.

  • revenue generated to the number of new customers engaged
  • count of campaign-level goals to the revenue generated from ads
  • revenue generated to the amount spent on advertising
  • count of total sales to the count of total ad clicks

21. Consider the following scenario:

Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $200 USD in advertising to sell 8 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS).

What is this marketer’s ROAS?

  • (75 x 75) / 8 = 703.1
  • (8 x 75) / 200 = 3
  • (8 x 8) / 200 = 0.32
  • (8 x 200) / 75 = 21.3

22. Consider the following scenario:

Imagine that a marketing team has a trove of historical data. The team makes data models based on collected browsing histories. They use these models to identify the right audience for a successful campaign early on.

Which application of big data does this describe?

  • Multi-channel marketing analytics
  • Predictive analytics
  • Real-time analytics
  • Autonomous marketing

Shuffle Q/A 1

23. Fill in the blank: One way to control cost is to manage CPC on a per-campaign basis. You can allocate more budget to the PPC campaigns that _____.

  • are the most popular
  • are the highest priority
  • cost the most
  • have an average performance

24. A business decides to create a digital media plan. Before they do, they need to define a target audience for the campaign. What media planning step should they take?

  • Select the media channels.
  • Determine and document all media plan items.
  • Conduct market research.
  • Confirm the business goals.

Devendra Kumar

Project Management Apprentice at Google

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